Customer Acquisition vs. Customer Expansion
The content emphasizes that companies should avoid a one-size-fits-all marketing approach by tailoring distinct, science-backed messaging strategies to effectively acquire new customers—by disrupting their status quo—and expand existing customer relationships—by defending and growing value—based on behavioral research showing these groups are motivated by fundamentally different factors.
Nearly 60 percent of companies believe they can use a one-size-fits-all approach for every marketing and sales conversation. Instead of tailoring their approach to their buyer’s situation, they try to apply the same messages to win new customers as they do to keep and grow existing customers.
But behavioral research shows a 180-degree difference between what motivates new prospects, versus existing customers, to buy. In fact, using a one-size-fits-all approach can put most of your revenue and growth opportunity at risk!
During this recording of Tim Riesterer’s keynote at the Ascent 2022 Conference, you’ll learn new, science-backed messaging strategies to skillfully differentiate your acquisition and expansion approaches.
- Disrupt your prospects’ status quo to win new business.
- Defend and grow your relationships with existing customers.
- Use science-backed message frameworks to influence and guide your prospects’ and customers’ buying decisions.
The Start of Your New Story
You're well on your way to convincing your buyer that your solution is not just a good choice—it's the best one.
Key Takeaways
- Tailor your messaging to the buyer’s situation—don’t use the same approach for acquisition and expansion.
- Understand that new prospects and existing customers are motivated by different factors.
- Leverage behavioral research to inform your messaging strategies.
- Use proven frameworks to disrupt the status quo for prospects and defend value for existing customers.