If you’re reading this post, there’s a good chance you’ve probably spent hundreds of thousands of dollars - if not millions - on generating leads. You know first-hand how time consuming, expensive, and challenging it is to make the most out of every new lead you acquire. And for high consideration products and services, lead acquisition has a higher cost, and prospects spend a longer time in the buying cycle.
Often times, the post-sale phases of the customer lifecycle are considered to be the responsibility of the customer service department, not the marketing department. Of course, customer service plays an important role in post-sale nurturing, but it shouldn’t be the solitary focus of your efforts. You should treat your post-sale efforts as proactive marketing, not solely as a reactive customer service function.
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