WinBack Marketing: The Scaling B2B Revenue Show: Recent Episodes
Dan Pfister
There's gold buried in your lost customers, and this podcast is dedicated to helping you mine that gold. You'll hear sales and marketing thought leaders sharing their best customer winback strategies and stories. You’ll learn how they scaled B2B revenue without customer acquisition costs, optimized customer retention and grew market share. Lost customers are low hanging fruit and it’s my hope that these customer winback success stories will inspire you to reap the revenue lying dormant in your own lost customers.
This week I'm excited to welcome Tamrath DEEN GUEDOU to the show.
Tamrath is the Growth Manager at TapTap Send and we talked about all things winback in the world of B2C fintech.
We talked about the cost of customer reacquisition, lifetime value and she shared a really inspiring winback story that I know you'll love.Fun Fact: Just a few days after our chat, Tamrath had a beautiful baby girl named Duna which comes from the word Dunamis which means capacity/power of God.
This week I welcome Matt McDarby to the show.
Matt's the founder and President of United Sales Resources and a best-selling author of three books on sales leadership.
In this episode Matt shares a couple winback stories, his strategies for engaging and winning back clients and his customer-centric focus.
Matt's a real sales pro who's been mentored by some of the top sales minds on the planet and I think you'll really enjoy his depth of sales knnowledge, especially as it relates to winback.
This week my guest is Kim Willis.
Winback customers are usually slightly more valuable than new customers but since we know so much about our past customers, we have the opportunity to really pile on new value. And that’s exactly what Kim does.
In this episode Kim shares a story of how adding new value tripled customer value and another story where customer value was 10X'd.
There really is gold buried in your lost customers and Kim really knows how to mine that gold.
I think you’ll really enjoy this one.
There’s gold buried in your lost customers, and there's also gold buried in your lost deals.
This week my guest is Adam Jay. Adam is a very accomplished sales leader and he’ll be diving deep into the huge revenue oportunities lying dormant in your lost deals.
Adam will sharing a number of his winning strategies and some key tactics for turning those lost deals around. He'll also share some stories that'll really drive his points home and will hopefully have you looking at your closed lost in a whole new light.
This week we welcome Darrell Amy. Darrell's the author of “Revenue Growth Engine” which is my absolute favorite book on growing revenue and in this episode we’ll be talking about his brilliant revenue framework.We also spend some time looking at his BHAG (big hairy audacous goal) of helping 10,000 businesses, which is really exciting!
If your responsible for revenue I think you’ll love this episode!
We’re kicking off Season 2 of the podcast with a bang!
Amy Volas is first up and I couldn’t be happier.
Amy has a tremendous depth of sales experience and she really knows her way around a winback, or as she calls it, digging in the graveyard.
One of the things I admire most about Amy is her focus on the human connection. In this episode you'll see how that focus manifests itself with her approach to winback and sales in general.
You'll see it in the fascinating winback story she recounts.
You'll also see it in her approach to re-engaging lost customers where she showcases the critical value of working with integrity, doing the right thing for the customer and basically playing the long game.
This is an exceptionally rich episode and I know you’ll love it.
You can find Amy on LinkedIn - https://www.linkedin.com/in/amyvolas.
Sales cycles are 70% shorter with customer winback.That means you can close 3 deals with past customers in the time that it takes to close 1 new customer.In this episode we’ll be digging deep into all the reasons why selling to past customers is so much faster.By the way, short sales cycles don't mean smaller deal sizes - winback customers actually spend at least 120% of what a new customer spends.
Why is winback ROI so high?
It’s because you’ve got this amazing situation where an extremely low investment generates really high returns.
In this episode we’ll be talking about why winback is so incredibly cheap to execute and how that sets the table for a stellar ROI.
Then we'll go through the reasons why winback generates so much revenue that customer lifetime value more than doubles.
And we’ll show proof of the ROI and revenue from our own Customer WinBack Benchmark Study and a study of 40,000 lost customers featured in the Harvard Business Review.
There's gold buried in your lost customers.
In this episode, our first solo episode, we'll be talking about why lost customers are so valuable.
First we'll walk through the sales opportunity and explain why winback generates so much revenue.
Then we’ll look at the reasons why past customers are low hanging fruit and why it’s so fast and cheap to win them back.
Lastly we’ll go through the ways that winback can dramatically increase retention, including how it spots the holes in our leaky sales bucket and the ways it plugs those holes.
If you'd like an overview of how winback scales revenue at a very low cost, you'll enjoy this episode.
There’s gold buried in your lost customers and this week Brittany Anderson will be sharing her strategies for mining that gold.
One of the most interesting parts of our talk revolved around everything she does to create a 99%+ customer retention rate.
Brittany is a power house.
She’s the Co-Founder of Dare to Dream Enterprises, the co-host of ‘The Ultimate Advisor’ podcast, the President and Partner at Sweet Financial and co-creator of the Ultimate Advisor Coaching and Ultimate Advisor Mastermind Platforms.
Brittany’s also a keynote speaker and has been featured in the Huffington Post, Women, Inc. & Forbes magazine.
There’s gold buried in your lost customers and in this podcast you’ll learn how sales and marketing leaders mine that gold using winback marketing.
This week I’m thrilled to welcome Michael Haynes to the show.
Michael’s a business growth specialist and he’s going to do a deep dive into discovering the value you need to deliver to win back your past customers.
One of the big points Michael makes is that organizations are constantly changing. They can have new challenges, new priorities, new leaders, new stakeholders and that’s where you find new opportunities for winback.
This is a rich episode with detailed frameworks for re-acquiring past customers and I hope you'll enjoy it!
There’s gold buried in your lost customers and in this episode, you’ll learn how Darlene Campagna mines that gold.
Darlene is a Customer Acceleration Consultant who gets extra-ordinary results with lost and at-risk customers.
At-risk customers are the ones who have one foot out the door and are at the heart of our retention problems.
Darlene will be sharing stories of how she and her team identify and save these almost lost customers.
It’s fascinating how Darlene digs deeper than customer satisfaction to unearth customer insights that saves hundreds of thousands in potentially lost revenue.
There’s gold buried in your lost customers and in this episode you’ll learn how Lonnie Sciambi mines that gold.
Lonnie is a business building expert and he'll be sharing the story of how he won back 5 huge clients in 9 months while he was doing a turnaround at a delisted NASDAQ company.
He’ll also tell us how he leveraged that winback success to drive new sales, generate six quarters of record earnings and get the company re-listed on NASDAQ.
It’s a fascinating story with a ton of powerful takeaways!
There’s gold buried in your lost customers and in this episode you’ll learn how Brynne Tillman mines that gold.
Brynne is one of America's top LinkedIn and social selling experts and she’ll be sharing her strategies for using LinkedIn to maintain, and even grow relationships with lost customers.
She’ll also show us how to set the table for winning back those lost customers.
There really is gold buried in your lost customers and Brynne’s insights will help you mine that gold in your own business.
There's gold buried in your lost customers and in this episode Bryan Hatfield shares his strategies for mining that gold.
Bryan talks about the enormous value past clients deliver when we care for them and continue to deliver value.
He underscores the point with the story of winning back a client whom he'd nurtured from the time they left.
Because Bryan continued to grow the relationship and deliver value, the past client referred business to Bryan while he was gone and ended up coming back to Bryan's organization to fund five more companies.
It was a huge win and it all started with treating the past customer well and consistently delivering value.
There’s gold buried in your lost customers and in this episode you’ll learn how Lee Mayfield mines that gold.
Lee’s an amazing entrepreneur who’s founded two very successful companies and he’ll be sharing three great winback stories.
One thing that really struck me during the interview was how Lee was firing on all cylinders.
Every part of the winback process, from when the customer leaves to the actual winback, Lee was acting like a partner with the lost customer, adding value and helping in any way he could.
On top of that, Lee has a fantastic winback mindset that enables the whole process.
There’s gold buried in your lost customers and in this episode you’ll learn how Janice B. Gordon mines that gold using winback marketing.
Janice will be sharing a story about how a client of hers doubled revenue in less than a year with winback.
She’ll also be sharing her key winback strategies and the mindset you need to make winback work.
There really is gold buried in your lost clients, and Janice’s insights will help you mine that gold.
There’s gold buried in your lost customers.
In this episode, you’ll learn how Mike Malatesta mines that gold using winback marketing.
Mike tells the story of a huge crisis that cost him a significant number of customers and he also shares the strategies he used to win them back.
Mike’s an amazing entrepreneur who founded and grew two companies, and sold them for more than $180M ... and I think you’ll find his insights really hit home.
Welcome to the WinBack Marketing Podcast.
There’s gold buried in your lost customers and in this episode Justin Gray will tell us how he mines that gold.
Justin will be sharing the way he architects his winback campaigns to generate an amazing 85% plus win rate.
He'll also talk about the importance of having a deep understanding of what the customer wants to achieve and why we need to treat lost customers as current customers.
This is a very rich episode with a lot of big takeaways ... enjoy!
This week we veer off the winback path and talk with Justin Breen.
Justin is the Founder of BrEpic Communications and he’ll be telling us how he rapidly created relationships with the world's top .1% of entrepreneurs in a little over a year.
He’ll also tell us about his extreme ability to execute and why expressing gratitude is so critically important.
There’s gold buried in your lost customers.
In this episode, you’ll learn how Amy Franko, one LinkedIn’s Top Sales Voices, mines that gold.
Amy will be sharing the story of how she won back a huge client for IBM.
She’ll also be telling us the mindset it took to score that big win – and it’s an amazing mindset!
There really is gold buried in your lost clients, and Amy’s insights will help you mine that gold.
We’re kicking off 2022 with a bang.
Josh Wagner is our first guest of the year and he’ll be sharing something I think is really special.
Josh has a super-effective process for winning back lost clients with minimal time an effort.
It’s 80/20 winback – where you get you 80% of the results with 20% of the effort.
It’s a fantastic process that deploys high-impact winback strategies in a way that even the most time-starved of us can implement.If you want to do winback but have a lot on your plate you'll love this episode.
There’s gold buried in your lost customers and in this episode you’ll learn how Joe Apfelbaum mines that gold using winback marketing.
Joe will share a great story about winning back a lost client and how nurturing the client after they were lost enabled the winback.
He’ll also show us why lost customers are great pre-qualified and pre-vetted leads, and why they’re the lowest hanging fruit in a business.
There really is gold buried in your lost clients and Joe’s insights will help you mine that gold.
There’s gold buried in your lost customers and in this episode, you’ll learn how Greg Brisco mines that gold using winback marketing.
Greg will be sharing a fantastic story about winning back a huge client while he was the National Sales Manager at Dove Print Solutions.
He’ll also show us how incentivizing reps and having deep connections into customer accounts really greases the wheels of customer winback.
In this episode Alice Heiman shares a fantastic story about how she won back a lost enterprise client.
We also learn her strategy and how she beefed up retention protocols to make sure the client stayed after they were won back.
Alice is an expert in complex sales and was just named as one of the Leading Sales Consultants of 2022 by Selling Power.
How did Tom Williams slash churn from 15% all the way down to 3%?
And how did he winback 90% of his company's lost clients?
The process Tom and his EVP of Sales used to create these stellar results is the subject of this week’s podcast.
Tom’s winback stories are amazing and teach us so much about customer winback and the mindset we need to succeed.
They also show us how a strategic approach to winning back past customers delvers four big results ...
1) Serious revenue is generated without acquisition costs
2) At-risk customers are saved
3) Churn gets slashed
4) Market share grows
There really is gold buried in your lost customers and Tom knows how to mine it.
A little about Tom Williams ...
He's a bonified sales thought leader. He and Thomas Saine wrote Buyer Centered Selling and The Seller’s Challenge (which is my absolute favorite book on the complex sale).
He's also the Chairman and founder of Strategic Dynamics (strategicdynamicsfirm.com) which is a sales productivity improvement company.
How does one of America’s sales icons win back lost customers?
In this episode, Sales Hall of Fame inductee Deb Calvert delivers two great winback stories.
Deb also shares the strategies she used to win those lost clients back despite huge obstacles.
One of these is my favorite winback story.
Deb had lost a client because of a change in HR leadership.
She loved this client and was crushed when they let her go.
What’s amazing about this story is that many people in the company loved Deb just as much as she loved them and wouldn’t let her go.
They actually went behind leadership’s back and hired her on the "down low".
How did this happen and why did leadership eventually decide to take her back?
That’s just some of what we’ll be discussing in this episode.
#winback #winbackmarketing
Rob Hartnett knows how to grow sales.
He’s blown away sales records by over 400% and in this episode, Rob shares his winback strategy.
He also shares the story of how he won back a huge enterprise client [Rio Tinto] and generated many millions from a brilliantly executed customer winback program.
This week I’m thrilled that Jill Konrath is joining us.
I’ve known Jill for over a decade and she’s a veritable sales legend.
Jill was twice named as LinkedIn’s #1 B2B Sales Expert, she’s a multiple best-selling author and her Fresh Sales Strategies Newsletter is read by over 140,000 salespeople.In this episode Jill shares the story of a reverse winback.
In a normal winback, the client fires us, and we try to win them back.
But Jill did the exact opposite, she fired the client and the client had to win her back.
This is a fascinating and instructive story on the value of setting boundaries and staying true to yourself, even in the face of losing a large client and serious revenue.
In this episode Scott MacGregor shares the process he used as National Sales Manager to winback six-figure clients at a high growth company serving the world's largest legal firms.
With attrition hovering in the 15-20% range Scott's team was able to winback around 30% of the company's lost clients. And the sales cycle for winning back these lost clients was conservatively 5X faster than the cycle for acquiring new logos.
Scott also talks about the ROI of winback and it's value relative to other revenue generation strategies. One point he makes that'll be interesting to anyone who's responsible for revenue is "nothing is as cost effective as [customer] reactivation."
Scott is founder of SomethingNew LLC (they've won 5 consecutive business awards for innovation), the founder of Talent Champions Council and the author of the Standing O! Series of books.
In this episode, Megan Bowen shares her six-step process for winning back past customers.
Megan is the COO and CCO of Refine Labs and her process is extremely effective at winning back lost customers.
But what’s really impressive about her process is that after a customer is won back, they not only become very loyal, they can actually become advocates who deliver positive word of mouth and even new business referrals.