Upsell and Cross-Sell with a Dedicated Customer-Facing Sales and Marketing Campaign 

Connecting regularly with your existing customer base yields great results for identifying additional upsell and cross-sell opportunities. And it also creates an unbeatable customer experience that keeps them coming back for more! 

Running customer-facing campaigns can uncover market trends early in their lifecycle. That knowledge can assist in market planning and positioning. That information is priceless. 

Your communications will also identify customer satisfaction issues that your team can recover from quickly before it becomes irreversible. Nothing strengthens customer loyalty like solving a problem fast. 

Let’s look at an example of how to set up a campaign where there was no previous customer-facing program in place. 

Customer Database 

Build out an existing customer database in CRM. This means building out customer accounts and enriching the account with key contact information like name, title, phone, and email.  

Then append historical business relationship information like contracts, service agreements, sales communications if you have it, and so on. With that information, now we can communicate with the customer in an intelligent and relevant manner. 

This is probably the hardest part and cannot be skipped if you want your campaign to be successful. 

Customer Communications 

How you handle this part may take a few different paths based on what you want to get out of the campaign. Make sure your objectives are clear. That will help drive your communication and messaging strategy. 

Types of digital communications you can deliver; customer satisfaction surveys, industry knowledge pieces, tips & tricks, or trends. Be relevant. Follow up on completed surveys with a phone call.  

And here’s the big one – call your customers and talk to them. Position your customer success team, whomever that is, as their direct support for questions, education, information, training, and additional projects. 

The communication part never ends. It is ongoing throughout the life of the customer. Be present. Be professional. Be persistent.  

Lastly, identify business challenges where the customer may be able to benefit from other product or service offerings and deliver proposals to solve those challenges. Boom – ROI. 

Record Activity and Results 

Record all your activities in your CRM so you can report on the outcomes of the campaign. Track how many communications went out and to whom. Track and attribute opportunities and pipeline so you can show program success.  

If you uncover market trends, make sure that gets noted on the account somewhere that you can report on it and summarize that information in a meaningful way. Remember, this stuff is pure gold! 

Real-World Campaign Results 

Let’s look at some real results from a Bay MarketForce B2B customer-facing campaign. Our client has about 100 customers in the line of business where this program took place. 

21 opportunities generated in 2022 

$39.8M active pipeline 

$4.25M closed in 2022 

Budget: $10,000 

Follow these steps to set up a customer-facing campaign to deliver a great customer experience and drive additional revenue. Build your customer database. Communicate relevant information to your customer. Uncover opportunities. And record your efforts and results. 

As with all marketing campaigns, results will vary. Before you start, make sure you establish what success looks like from a learning and ROI perspective. 

If you are interested in exploring your options for a customer-facing campaign, please contact Kurt or Jeff at 262.335.1718. Or Book a Meeting with Bryan, our Director of Marketing Services.