Ep. 12 | From Churn to Lifetime Value | Anita Toth, Founder and Hidden Revenue Hunter

Rethinking Revenue

Discover the surprising truth about customer retention and revenue growth that most business leaders overlook. This insightful conversation with a post-sales expert will challenge your perspective and leave you pondering new possibilities for your business. The pressure to constantly chase new leads and neglect the potential of your current customers can lead to missed revenue opportunities and hinder sustainable growth. It's time to rethink your strategy and focus on nurturing and retaining your existing customers for long-term success.

My special guest is Anita Toth. Anita is an expert in customer retention, with a knack for delving into the psychology of customer behavior. With a background in academic research and a successful stint in the marketing world, Anita brings a unique blend of analytical depth and practical business acumen to the table. Her passion for understanding what drives people and her commitment to helping businesses tap into the potential of their current customer base make her insights invaluable for today's entrepreneurs and business leaders. Anita's journey from academia to marketing and now customer retention is a testament to her unwavering curiosity and dedication to finding innovative solutions to age-old business challenges.

So the greatest tension seems to be between short-term looking at quarters versus long-term. Marketing and sales are a lot like dating. Post-sales is more like marriage; you’re in it for the long term. Very different approaches. - Anita Toth

Mastering Strategies for Improving Customer Retention
An effective customer retention strategy is paramount for sustainable business growth. Anita emphasizes how understanding client psychology plays a key role in improving customer retention. Tailoring experiences, based on customer emotions and behaviors, help in formulating strategies that resonate with clients, fostering a long-lasting relationship and consequently, enhancing client retention.

Key highlights in this episode:

• Improving customer retention - Learn how to keep your customers returning for more while boosting the bottom line.
• Post-Sale customer engagement - Discover the untapped potential of engaging with customers after the sale.
• Customer feedback for growth - Find out how to turn customer feedback into a powerful tool for moving your business forward.
• All about alignment - Explore the benefits of collaborative teamwork across departments to achieve sustainable revenue growth.

About Anita Toth and ATI

Anita is on a mission to guide small to mid-market B2B SaaS companies to discover the hidden revenues in their customer base. Anita sees SaaS companies obsessing over new revenue growth, thinking it will solve their shrinking market share, cash flow issues, and to please their investors. That's the old way. The new way is to dig deep into your customer base to uncover competitive advantages to fuel market growth, discover the root causes of churn to slow down how quickly customers leave, and to uncover what makes amazing customers so you can create more of them.

Her company, ATI, uses the CUSTOMER RETENTION 360 system to leverage scientific research to pinpoint hidden revenue opportunities, enhancing revenue and market share by understanding customer behavior and feedback. With this data, the ATI team crafts targeted strategies to boost Customer Lifetime Value and expand contract sizes, directly reducing churn and strengthening customer relationships.

Resources in this episode

• Find Anita on LinkedIn
• Check out ATI