How B2B Marketers Use Expansion Revenue After the First Deal

Episode notes

Most B2B marketing teams obsess over landing the first enterprise deal. But the real leverage sits in the existing customer base. In this episode, Lucas and Luna break down how one cloud-analytics company - call it DataForge - boosted net revenue retention from 95 percent to 118 percent in 18 months by building a dedicated expansion marketing function. They walk through the specific playbook: how DataForge tiered its post-sale accounts by usage data, created a cross-sell sequence triggered by product adoption milestones, and aligned sales compensation to reward retention over new logos. Luna challenges whether expansion marketing is just upsell in a new package, and Lucas makes the case that it requires different metrics, buyer personas, and creative strategy. If you're a B2B marketer trying to squeeze more revenue from the customers you already have, this episode gives you a concrete model to steal.

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