The most overlooked type of marketing

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Marketing Qualified
August 16, 2024

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The most overlooked type of marketing. Marketing to existing customers matters just as much as marketing to prospects.
Try this ad template if you’re in a pinch. Sometimes, it’s best to keep things simple.

👀 The most overlooked type of marketing.

Most marketers focus the majority of their efforts on generating new leads.

That’s all well and good. But there’s an area of marketing that, in our opinion, doesn’t get nearly enough love or attention — post-sale marketing. AKA marketing to existing customers rather than prospects.

At the end of the day, the purpose of marketing is to generate revenue for the business. Some of this revenue will be net new. But don’t overlook the power of retaining the revenue you’re collecting from existing customers.

Which scenario is better?

A) You gain $2M in new revenue but lose $1M to churn

B) You gain $2M in new revenue, only lose $500K to churn and gain $250K on upsells to current customers.

Obviously, scenario B is the better outcome.

Paying more attention to post-sale marketing can help your company achieve results like scenario B.

So, what sort of post-sale marketing can you do?

Here are two great examples of brands smashing it.

Example 1 - Grammarly

If you want customers to use your tool consistently, you need to make sure you deliver them consistent value after they buy.

A company that does this amazingly well is Grammarly.

Each week, they send their users an update email. Inside, it shows how the customer benefits from using the tool.

Every section shows the user metrics and proof of the specific ways they’re extracting value from Grammarly.

It’s much less likely that a user will churn when they’re reminded of the tool’s value week in and week out.

This is masterclass-level post-purchase marketing.

Example 2 - Canva

If you don’t want customers to churn off of your tool, you need to give them reasons to stay.

Canva does this exceptionally well during its off-boarding process.

Once a user says they want to cancel their subscription, they’re taken to a screen like this:

Canva reminds them about features they consistently use that they will lose access to if they cancel their account.

They make it easy for the user to understand how the tool has provided them value on a consistent basis (maybe even when they didn’t notice).

By telling them they will lose these features, they trigger a FOMO reaction. One that’s strong enough to get a certain percentage of users to abandon the off-boarding process and keep paying for the tool.

It’s clever marketing that directly impacts their revenue.