Lifecycle marketing – sometimes known as customer or retention marketing – may not be as glamorous as acquisition marketing, but it’s becoming increasingly necessary.
It impacts on customer churn, customer lifetime value, and satisfaction metrics such as NPS. Just a 5% increase in retention rates can result in an up to 95% increase in profits, and can cost five times less than acquisition marketing.
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At this year’s Forrester B2B summit in Phoenix, one theme stood out: artificial intelligence is no longer emerging—it’s embedded.
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