Product Foundations
How product analytics exposes marketing’s blind spot
More than ever before, executives hold marketing accountable to pipeline, bookings and retained customers. This means that marketers like me have to know not only whether their lead converted to a deal but also if that deal will renew. Why? The cost of customer acquisition is skyrocketing, and, at B2B companies, where I specialize, it can take up to a year—sometimes longer —to recoup that cost. Without a strong retention strategy, most new customers never end up paying off. By facing the retention blind spot, marketing teams can drive business value and serve customers by doing the creative work that extends beyond acquisition. To make this happen, marketers should turn to a newer field of analysis, familiar to their developers and designers: product analytics.
