SaaS, PaaS, DaaS and even UCaaS - our sector is getting more ‘as-a-service’ every day. For consumers, this can lower the barrier to entry, but at times lowering the barrier to opt out too. This commercial shift places greater importance on the loyalty and retention of existing customers than ever. But in B2B tech, the focus is so often on acquisition. That needs to change, and soon.
The marketing for ‘as-a-service’ needs to shift to building sustainable relationships and creating long-term value from customers. It’s time to bring back things like retention marketing, customer onboarding and Customer Lifetime Value (LTV)!