Planning Guide Report

B2B Customer Engagement: Planning Assumptions 2022

September 9th, 2021
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Lisa Nakano, null
Lisa Nakano
Caroline Robertson, null
Caroline Robertson

Summary

In most B2B organizations, existing customers contribute a substantial portion of revenue through retention, cross-sell, and upsell. During the COVID-19 pandemic, B2B organizations struggling to acquire new customers due to uncertainty in their markets moved their typical focus on acquiring new logos to keeping and nurturing their customer base. In this report, we identify five sets of actions practitioners in customer marketing, customer success, customer advocacy, customer insights, and other areas involved in stewarding the customer lifecycle should take in 2022 to advance their impact on customer engagement.

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