Getting Your Customers to Work for You - Ascent Conference

Getting Your Customers to Work for You

Getting Your Customers to Work for You

The pandemic has disrupted nearly every aspect of the global economy. As businesses and consumers alike struggle to make sense of the new normal, acquiring new customers in an uncertain climate has become a monumental challenge. Accordingly, many companies have pivoted to focusing on customer retention and leveraging their existing customer base to generate new revenue in a variety of creative ways.  

Enter: the customer marketer. In order to leverage existing clients, you’ll need to move them past simply being satisfied, and into becoming full-blown evangelists for your product. This has made experienced customer marketers a hot commodity over the last couple of years. Unfortunately, as with many commodities these days, the demand for seasoned customer marketers far exceeds supply — so here are a few tips on how you can start a customer marketing initiative on your own. 

Why Has Customer Retention Has Taken the Place of Customer Acquisition?

While it may seem counterintuitive, marketing has become more “hands-on” as remote working becomes commonplace. Teams are moving out of their cubicles and making themselves known to customers across industries. As clients come to know “the faces behind the brand,” and forge a more human connection with marketing teams, leveraging these relationships has become paramount.

This change in direction has seen customer acquisition become less of a priority, while retaining (and leveraging) existing clients has taken on new significance. Companies have a 5-20% success rate in selling to new customers, while having a 60-70% success rate for existing customers. With such a difference, it’s easy to understand why account retention and growth are taking priority.

How Can You Promote Your Brand Through Your Existing Customer Base?

If you haven’t already, you should consider changing your business model to focus on the existing connections with your current client base. As the marketing experts at Drift explain in their 2021 report, your goal is to create a level of understanding that prompts trust in your brand, through which you can leverage your customers to promote your products and enhance your brand reputation. 

Here are some of the key methods you can use to leverage your existing customers. 

  • Referral programs; hand to hand arrangements that are similar to product-led growth.
  • Creating online communities where customers can connect and communicate topics revolving around your products. 
  • Reducing product prices or creating free trials for software etc. This method can help gain customer trust and knowledge while allowing your customer to stay connected to your brand and creating more marketing opportunities. 
  • Give your company a reason to celebrate customers through point systems, rewards, awards, blogs etc.

Final Thoughts

Customers expect personalized experiences and interactions between your team and themselves. No longer is the central focus for your business model customer acquisition, but growth and retention within your current client base. Rather than investing significant sums to generate unpredictable returns during an uncertain time, investing in your existing customer base will yield great profits, while reducing the expense incurred to generate interest from new clients.

Getting your customers to generate more customers is a mandatory part of a successful revenue equation. Check out our full-length Spotlight on Marketing to learn more!

Photo by Brooke Cagle on Unsplash

Privacy Notice

This privacy notice discloses the privacy practices for ( This privacy notice applies solely to information collected by this website. It will notify you of the following:

  • What personally identifiable information is collected from you through the website, how it is used and with whom it may be shared.
  • What choices are available to you regarding the use of your data.
  • The security procedures in place to protect the misuse of your information.
  • How you can correct any inaccuracies in the information.

Information Collection, Use, and Sharing

We are the sole owners of the information collected on this site. We only have access to/collect information that you voluntarily give us via email or other direct contact from you. We will not sell or rent this information to anyone.

We will use your information to respond to you, regarding the reason you contacted us. We will not share your information with any third party outside of our organization, other than as necessary to fulfill your request, e.g. to ship an order.

Unless you ask us not to, we may contact you via email in the future to tell you about specials, new products or services, or changes to this privacy policy.

Your Access to and Control Over Information

You may opt out of any future contacts from us at any time. You can do the following at any time by contacting us via the email address or phone number given on our website:

  • See what data we have about you, if any.
  • Change/correct any data we have about you.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data.


We take precautions to protect your information. When you submit sensitive information via the website, your information is protected both online and offline.

Wherever we collect sensitive information (such as credit card data), that information is encrypted and transmitted to us in a secure way. You can verify this by looking for a lock icon in the address bar and looking for “https” at the beginning of the address of the Web page.

While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

If you feel that we are not abiding by this privacy policy, you should contact us immediately via telephone at 202-256-9707 or [email protected].