“I just didn’t feel valued.”
“I thought they were taking our business for granted.”
“We used to meet with them a lot to talk about the business, but now I only hear from them when they want a re-order.”
Strong Relationships Start with a Simple Plan
A customer relationship is just that: a relationship. And like any relationship, when communication drops off, assumptions take over. That’s when problems start.
One of the easiest marketing wins for B2B companies is having a simple plan to stay in touch with current customers. It helps you build loyalty, strengthen relationships, and gather real feedback you can use to improve.
Four Essentials for Keeping in Touch
Some things to think about when building a plan to stay in touch with current customers:
1. Cadence
How often should you reach out? Some customers may need weekly contact. Others, just once a month. The right approach depends on their needs and the value you provide.
2. Consistency
Make it regular and predictable. That includes proactive check-ins, helpful updates, and relevant outreach. Let customers know what to expect—and stick to it.
3. Channels
Use a mix: email, phone calls, in-person meetings, customer events, and social media. Sales, marketing, and leadership should all share responsibility here.
4. Personalization
Generic outreach won’t cut it. “Just checking in” doesn’t feel helpful. Instead, ask specific, thoughtful questions like:
“Is there anything we could do better to make the roll-out easier?”
You’ll get better feedback and a stronger relationship.
Extra Tip: Rethink Holiday Outreach
It’s great to reach out during the holidays, but generic holiday greetings often fall flat and get lost in a sea of holiday cards and gifts. Instead, think about what feels memorable and on-brand. For example, one accounting firm skips December gifts and sends cookies on National Accounting Day. Same budget. More impact.
Haven’t Reached Out in a While?
Use our Customer Re-Engagement Plan to help you reconnect.
Want More Simple Wins?
If you found this insightful, be sure to read our other Easiest Marketing Wins and Marketing Pitfalls:
- Easiest Marketing Win #1: Be Very Clear on Who You Want to Serve
- Easiest Marketing Win #2: Conduct a Source of Business Analysis BEFORE Creating Your Marketing Plan
- Easiest Marketing Win #4: ONLY Share Relevant, Helpful, and Interesting Content
- Easiest Marketing Win #5: Use Data-Driven Decision Making to Measure and Improve Your Sales and Marketing Efforts
- Marketing Pitfall #1: Not Being Clear on Business Goals
- Marketing Pitfall #2: Not Having a Clear Brand Strategy
- Marketing Pitfall #3: Not Tracking Metrics or Tracking the Wrong Ones
- Marketing Pitfall #4: Doing a little bit of everything and expecting it to work
- Marketing Pitfall #5: Expecting A Lot with Little Support