Churn prevention is the discipline of identifying customers at risk of leaving and taking action before they do. Done well, it is one of the highest-return activities in marketing, because the cost of keeping a customer is almost always lower than the cost of replacing one. Most businesses treat churn as an outcome to be…
The Baader-Meinhof phenomenon is a cognitive bias where something you’ve recently noticed, learned about, or encountered appears to start showing up constantly, even though its actual frequency hasn’t changed. In marketing, this matters because the moment a buyer becomes aware of your brand, they begin registering your presence across channels they were previously blind to….
The gross dollar retention formula measures the percentage of recurring revenue retained from existing customers over a given period, excluding any expansion revenue from upsells or cross-sells. Calculated as: GDR = (Starting MRR, minus contraction MRR, minus churned MRR) divided by Starting MRR, multiplied by 100. It tells you, cleanly and without flattery, how much…
Churn analytics is the practice of measuring, segmenting, and interpreting customer loss, with the goal of understanding not just how many customers left, but why they left and which ones you could have kept. Done well, it is one of the highest-return analytical disciplines in marketing. Done badly, it produces a number that gets reported…
Marketing forecasting methods are frameworks for estimating future performance based on historical data, market conditions, and planned activity. The best ones combine quantitative modelling with honest assumptions, giving you a defensible view of what is likely to happen rather than a number someone wanted to see. Most forecasts fail not because the method was wrong…
Account growth strategy is the discipline of systematically increasing revenue from existing clients through deeper relationships, broader service adoption, and deliberate expansion planning. Done well, it compounds. Done lazily, it becomes a polite word for hoping clients spend more money. Most agencies and B2B teams treat account growth as the natural by-product of good work….
A good LTV to CAC ratio is generally considered to be 3:1, meaning a customer generates three times the revenue it costs to acquire them. But that benchmark is more starting point than finish line. The ratio tells you whether unit economics are viable. It does not tell you whether your business is healthy, whether…
GTM marketing, or go-to-market marketing, is the coordinated plan that takes a product from ready to sell to actually selling, covering positioning, channel strategy, pricing signals, and the handoff between marketing and sales. Most companies have a version of this. Far fewer have one that works. The failure mode is almost always the same: the…
Web competitive analysis is the process of systematically examining competitor websites to understand their strategy, positioning, content approach, and performance signals. Done properly, it tells you not just what competitors are doing, but why they are doing it and where the gaps are that you can exploit. Most marketers treat it as a one-time audit….
Account-based personalization is the practice of tailoring marketing content, messaging, and experience to specific target accounts rather than broad audience segments. Done well, it closes the gap between what a buyer needs to hear and what you are actually saying to them. Done poorly, it is just segmentation with a fancier name. Most B2B marketers…
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