The cheapest growth lever in your business is already sitting in your CRM, unemailed

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Good Morning {{first_name}}!

It’s Fri(yay) - and that means it’s time for your Retention Play - where we talk about how to retain the revenue you’ve already worked so hard to get.

This week, we’ve been covering Google’s change with your Target CPA and Target ROAS numbers. So, what can we do for retention and emails? It’s all in your HubSpot.

Let’s dive in.

Well, it’s no secret that paid acquisition has only gotten more expensive. And this move by Google this week could have your ad costs increase when looking at how many clients you are landing.

There are two things here for a retention play. The first is to always look at what you have in your CRM regardless of this change. The second is looking at leads that come in now and have an effective nurture, retargeting, and potentially reactivation play at hand to ensure you capitalize as much as possible on the leads you do generate.

A longer close date on uneducated leads is better than no closes at all.

We all know that retention should come naturally if a service or product provides value and solves the problem it was meant to. However, people’s lives change, their needs change, and your ICP can be a forever-moving target. But not every company shifts their services to match these changes.

Retention strategies and budget usually do not have a seat at the table, but they should. Because retention budget is what can keep customers around for longer. As their needs shift and companies don’t meet them, they will flip.

Before you feel the real impact of Google’s changes, build a list of dormant expansion-ready or recently churned accounts in your CRM.

Why?

Because these relationships have known economics. You’ve had a paid relationship with them over time. These are more reliable for what is actually happening in your business right now.

Pull those dormant or expansion-fit accounts.

The play? Repositioning the relationship.

Educate with new features, a plan change, or simply reaching out about whatever reason came up that caused the churn. Always include a clear next step - such as a call, demo, a reply. This is not a “hi, we still exist” email but rather a, “here’s why you should reconsider us” email with the CTA pushing a “don’t you think!?”

The threat this week isn’t Google changing their ways of charging you for ads. The threat is you not having a retention plan ready for clients you’ve already landed. Losing them may cost you way more than a simple Google Ads change.

Have questions? Email me at [email protected] and let’s talk!