The Funnel after the Funnel: Why Post-sale Marketing Matters for Client Success

The Funnel after the Funnel: Why Post-sale Marketing Matters for Client Success

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Date(s) - 10/17/2018
7:30 am - 8:45 am

Pioneer Bank (Main Office/Headquarters)


We all know how the traditional marketing funnel works: attract prospects to your brand with savvy content or promotions, educate them, and convert them into paying customers. But if you stop there, you’re missing a huge opportunity. Current customers can falter and fall away if they don’t properly or fully adopt your product. Customers that do have a good experience can go on to be a key source of referrals, as well as prime targets for additional revenue via upselling and cross-selling.

“Client success” is the funnel that comes after the funnel — and marketing to customers during all stages of this new funnel is critical. How can marketing positively impact a customer’s first few touchpoints with your product after the sale? What strategies can be used to convert current customers to new products at higher revenue? And how can you turn customers into advocates who speak about your brand and refer new customers to it? 

At this session, we’ll talk about the importance of customer marketing and the client success function. You’ll walk away with a better understanding the stages of this post-sale funnel and how strategic marketing at each step of it can help you retain and grow your customer base.

About the Speaker

Amy Mengel is founder and principal consultant at Hatwix, a consultancy that helps companies attract, retain, and serve customers better and smarter by optimizing their business processes.

Prior to founding Hatwix, Amy ran a successful SaaS company that developed software solutions for higher education institutions. As a vice president at Merit Pages, Inc., she built the company’s sales and marketing functions from scratch, which grew revenue 800% in three years. She also created customer onboarding and retention strategies that kept churn below 6% annually. Amy played a key role developing pricing, product development, business development, and human resources strategies for the company.

During summer 2018, Amy served as a lead mentor in the IgniteU accelerator program, funded by NYSTEC and focused on developing young entrepreneurs throughout New York State and fostering innovation and collaboration in the upstate entrepreneurial community.

The AMA Breakfast Brief Series
This series of AMA Breakfast Briefs covers ‘hot’ topics in marketing with a knowledgeable and engaging speaker expert to deliver each session.

Event sponsored by: Pioneer Bank

Pioneer Bank
Pioneer Bank’s philosophy is centered on developing engaged employees that are dedicated to providing customers with a convenient, highly personalized level of customer service and being easy to do business with. Pioneer is committed to giving back to the community by partnering with local organizations and businesses. Pioneer has more than $1 billion in assets and currently has 22 branches in the Capital Region.

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