7 Assets That Add Value to Keep Buyers Interested and Promote Upselling

We know that martech and demand generation tactics work best to get prospects interested when the brand is already well known. So why don’t we always use those strategies on customers who already know our company better?

Many marketing teams miss the chance to connect customers and upsell by using tried-and-true prospecting methods that are based on data.

Market to customers and find new customers are not the same thing. But some ways of marketing can help bring in more customers and keep the ones you have. Some content that is made for prospects can also be useful and important for customers.

Using martech to get customers interested

Value-added tools and material are one way to keep customers interested and get them to buy more. Some of the material you make for prospects may already be being used by your sales and account management teams to build relationships. Now is the time to pay attention, make your tools fit the needs of each customer, and use the data to get better at serving all of your groups.

To begin, use the same marketing technology tools that you used to find prospects to look for upsell, cross-sell, and retention possibilities.

• If your customer data platform (CDP) or automation software finds a customer on your website, send them to a version of your home page or another landing page that is focused on the customer and starts with a custom chatbot question. Keep an eye out for trends in page path analysis. Are there certain services or goods they need? Do they want help with something or content?
• Use the same score methods and tools that are used to qualify leads to make upsell and cross-sell journey maps for your most important customer groups. A lot of buyers, especially B2B buyers, look things up online first, even if they are talking to a known account manager. On your website, your product pages and blog should have information that will get people interested in your business. You can also use email to keep people interested and engaged. An email series with three to eight messages can be very helpful for customers because it can help them follow up after a customer service contact or a content download.
• Cross-selling within a company is a common way to use account-based marketing to get more people to use the service. It depends on content that is useful and interesting to coworkers as well as the main buyer. Create material or tools for the right people in other functional areas, such as the brand, commercial, technology, and digital teams.

Then, change the offer or make a new one that fits the wants of the customer. Services, tools, and material are the three types of assets that are most often used to engage customers.

7 things you can do in customer marketing to increase lasting value

Here are seven content strategies and tools that add worth that can be used to get more money from current customers. Your account management, customer service, and data and marketing operations teams should work together to figure out when the best time is to push each to each customer.

Services

1. Assessments or audits for free

These audits that are done over and over again are popular, so make sure that yours really help your customers. They should also gather useful information and be linked to your CRM and/or marketing automation system so that you can use score and journey-based nurturing.

When you have data analysis by vertical or business, benchmarks are always interesting. Marketers and product owners love these because they let us hear about customers’ problems and figure out where their pain points are, which lets us sell them more solutions by making personalized suggestions.

2. Experts’ “office hours”

More and more people are going to office hours because they feel more personal than webinars and robots. The plan is to have regular online Q&A sessions where customers can talk to your product experts in small groups. This will allow for more personalized conversations about specific problems. In a virtual meeting, all you have to do is answer questions on the “phone” line.

Commence the conversation with a demonstration of a brand-new product feature or an outline of a report on the subject. It’s a great way to show off your knowledge in higher-level plans with their own help channels.

Microsoft has open talks once a week for IT managers and product managers who work for customers. Sabina Pons, another MarTech writer, wrote about the growing trend of B2B communities, which might offer office hours as a perk of joining.

Content

3. Quizzes and material that you can interact with

Right now, the best times for gaming are still ahead of us. Badges, prizes, leaderboards, and the chance to become an insider or expert can build trust and use.

It’s even better when a live quiz or test lets you figure out what’s going on with a customer and suggest personalized product upgrades or extra services that will meet their needs.

Marketo’s Marketing Maturity Assessment gives you a custom report on how well you use marketing technology compared to others in the same business. This is a great way to teach people about the service and get them to buy a premium plan that fills in any holes.

4. Templates and tools for working together

As a way to help people decide late in the buying process, most SaaS companies offer some kind of strategy template or developer grid. Making them fit the needs of the customer improves the brand and makes the customer more aware of what is possible.

If a business sells software for schools, they might offer free curriculum development templates that teachers can download and limited access to tools that let teachers share and change lesson plans together.

teamwork tools help bring attention to the benefits of seamless teamwork that come with paid plans. This fills a need that might have been found with their free tools. Customers and potential customers can learn in a number of ways on Salesforce Trailhead, such as through their global community or through pre-made classes.

Tools

5. ROI tools that you can interact with

Online calculators that figure out the possible return on investment (ROI) a customer can get from your product or service can help you tailor the value proposition to each customer and show that you have faith in the solution’s usefulness, which can lead them to invest in higher tiers or more features.

I recently pushed a supplier assessment at WEX that showed procurement officers could make money right away by digitizing their supplier payment management. Microsoft’s Azure cloud computing tool has a ROI calculator that figures out how much money can be saved and how much work can be done with Azure.

Calculators are a great way to show customers and prospects who are still evaluating your business how valuable you are.

6. Free tests to find skill gaps

A company like LinkedIn Learning that helps people improve their careers gives free skill gap assessments and short previews of classes to get people to switch from free or lower-level plans to more expensive ones. Adding a personalized learning plan would make this more useful and help set up automatic material presentation on the web and in emails with a list of suggested courses.

To cross-sell, a fintech company could offer a free tool that does a financial health checkup and makes a report that shows where people can save money and make their finances better. In the same way, any SaaS company can give a productivity gain assessment that shows how much time will be saved by using automation tools and giving people more time to plan.

7. Customized screens for data

Since generative AI can handle some data visualization jobs, I think there will be more data dashboards available. These need to give real-time information about important measures that are related to business goals.

One of the most overlooked and misunderstood parts of SaaS products is reporting. Promoting these tools to present customers can be good for both the customer and the brand. Customers will value a product more if they can see how it will help them succeed.

GE Predix gives industrial companies data analytics dashboards that let them keep an eye on how their equipment is working. As companies move to higher tier plans, they can access more detailed data and more advanced analytics.

You can get more money from customers by using these 7 value-added products.

All of these types of assets do more than show expertise and encourage people to buy high-quality goods. They also teach customers, give feedback on real-world problems, and build stronger relationships with customers by giving them chances to talk to you. How are you going to use your marketing technology stack and what you know about how prospects act to get new customers and make more money?