WINNING MOVE #18

Segment your customer base, and define the journey for each

To capitalize on the winning moves that follow, you must first get clear on the segments that comprise your customer base, and the customer journey for each. This enables you to map your cross-sell and upsell strategy to each unique customer journey. 

WINNING MOVE #19

Find the whitespace in your customer base

Identify the pockets in your now-segmented customer base where there's uncaptured opportunity. Calculate product penetration in each of your segments. Identify whitespace opportunities. And use targeted expansion marketing to cross-sell to this whitespace. 

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WINNING MOVE #20

Identify and capitalize on the "expansion triggers"

Key to driving customer expansion is identifying the "expansion triggers" in your customer journey. These are the moments when a new customer need emerges—one that your company has the ability to sell additional products or services into. Identify them, market into them, and strike while the iron is hot. 

WINNING MOVE #21

Deploy personalized, targeted expansion marketing

Old school marketing used to focus heavily (if not entirely) on acquiring new customers. But modern marketing needs to own revenue capture throughout the customer lifecycle. Here's how to leverage personalized, targeted expansion marketing to drive expansion revenue after the initial sale. 

WINNING MOVE #22

Build expansion into your pricing model

Pricing itself can be a powerful driver of expansion revenue. They key to make it so it to hitch your pricing to a value metric that naturally expands over time as your customer uses—and gets value from—your solution. Here's how. 

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