Mastering B2B Customer Marketing: Strategies for Retention and Growth

Revenue Rehab

This week our host Brandi Starr is joined by Anastasia Pavlova, Founder & CMO at Bold GTM.

Anastasia is not your average CMO. She is a go-to-market strategist with a robust foundation in business, backed by an MBA from the prestigious Haas School of Business, and enriched by nearly 20 years of full-funnel marketing experience across B2B SaaS, cybersecurity, ecommerce, and B2C Tech. Her career spans a wide range of company stages, from agile VC/PE-backed start-ups to established enterprises.

Her journey has been anything but linear. Starting her career in Europe, Anastasia has not only helped companies there but also scaled US go-to-market teams across the European and APAC markets. This global experience, combined with her background in linguistics, gives her a unique edge in leveraging AI language models to communicate effectively and understand customers deeply.

On the couch in this week’s episode of Revenue Rehab, Brandi and Anastasia will tackle optimizing B2B customer marketing to enhance retention and maximize cross-selling success.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Retention vs Growth Stages Strategies [05:52] “I think that it really depends on the size of the company and the stage that they're in,” says Anastasia, “as companies move from sort of first building the product and building the initial customer base, they start expanding to become a platform, and then they start launching new products. So, there's more opportunities to cross sell additional products into their existing customer base. And companies just have more levers, perhaps they grow through acquisitions. So, they acquire new customers, or they acquire new tools. So, there are additional opportunities for them to cross sell into the existing base.”

Topic #2 The Changing Landscape of the Buying Environment [12:06] “The old lead gen marketing playbook just doesn't work anymore,” Anastasia explains, “the reality is that when companies operate in silos and…marketing is responsible for driving in MQL, sending them over to SDRs, and then trying to set up meetings and bombarding all the prospects with mass email…and putting gates in front of prospects, and then doing SDR cold calls…it translates into lots of inefficiencies for companies and frustrated buyers and longer sales cycles.” She continues, “companies that are working in this outbound sales go-to-market motion, they really need to think about a more integrated and targeted way to go-to-market.”

Topic #3 An Integrated Go-to-Market 5 Step Framework [29:52] “The framework is very simple,” Anastasia says, “it's five steps that starts with setting the goals, or really getting everyone on the page with regard to the goals.” Step two is selecting the accounts that you’re going to focus on. Step three, she explains, is developing content that would help you drive whether it is retention or cross sell, for example. Step four is running campaigns, she says “that's what we just touched upon which tactic tactics are available to you, where do you find your customers, and testing different things and see what works.” The final step is measuring and optimizing.

So, What's the One Thing You Can Do Today?

Anastasia’s ‘One Thing’ is: “if you are in customer marketing, make sure that you go and talk to your sales and customer success leaders and align with them on the goal. So, understand the goals in their priorities and start thinking about how you can partner with them together and drive the same outcomes and what things you need to do to change your current processes in order to help them achieve the same goals.”

Buzzword Banishment:

Anastasia’s Buzzword to Banish is ‘Doing more with less’. “It's not about doing more with less,” Anastasia says, “it is about doing the right things, right. And it's focusing on the outcomes that you're trying to drive and really focusing on what will make the biggest impact. So, it is not about quantity of things that we do, we really need to focus on quality.”

Links:

Get in touch with Anastasia Pavlova:

LinkedIn

Bold GTM

Episode 72: Deciphering Customer Desires

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