The fairytale growth story for the enterprise technology sector is becoming harder to realize.

While net-new customers have long been the prime target for B2B marketers, lower growth and higher inflation are recalibrating acquisition and retention marketing efforts in the tech sector.

To date, existing customers have been underserved by marketing when compared to the effort assigned to securing new business. But research suggests the balance is shifting. Leaders are putting more emphasis on customer marketing in 2023, and Net Revenue Retention (NRR) is fast becoming companies' most important growth metric.

What’s more, existing customers can offer a strategic springboard: allowing you to win platform deals or break into new categories, all the while helping create a resilient source of recurring revenue.

In this session we’ll examine how tech marketers can find and take advantage of new growth opportunities by:

• Better balancing acquisition and existing customer growth
• Bringing customer quality to the fore
• Building customer marketing muscle across the entirety of the post-sale customer lifecycle