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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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6. Planning for Customer Retention

After you’ve converted a prospect into a customer, you now have to work hard—really hard—to retain that customers. Repeat customers are the most profitable, especially for B2B customers; you don’t want to waste all the time and money you spend on gaining the customer by losing him to a competitor.

The retention process is where digital media really shine. Retention is all about establishing and maintaining a strong relationship with your customer base, and digital media can do this better than anything available in the world of traditional B2B marketing.

Understanding Customer Retention

Customer retention is what happens—or what you hope happens—after you convert a prospect to a paying customer (see Figure ...

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