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Introduction
Winning a customer is just the beginning. In B2B, the real growth often comes from keeping those customers longer, expanding accounts, and increasing the value you deliver over time.
Customer value is about retention, upsell opportunities, and building long-term relationships at scale. For marketers, it is about designing onboarding experiences, engagement programs, and loyalty strategies that increase lifetime value.
On this page, you will find my complete set of resources on increasing customer value. Whether you are structuring onboarding, creating retention programs, or identifying upsell moments, the playbooks, tools, and guides here will help you make every customer more valuable.
Playbooks
Go to playbooksCustomer retention
Define onboarding milestones and owners, set health signals and alerts, and run a simple weekly review that catches risk early, proves value delivered, and keeps customers for longer.
See playbook
Upsell opportunities
Spot signals that more value is possible, craft add on offers, set triggers for outreach, and track conversion and revenue so expansion becomes a repeatable habit.
See playbook
Tools
Go to tools
Spectacle
Multi touch attribution built for SaaS. Spectacle shows which campaigns, content and channels create customers, with funnels and an audience hub that syncs high LTV segments to ad platforms.
Books
Go to books$100M Offers
Alex Hormozi
A practical guide to shaping offers that convert. Translate ideas into pricing, guarantees and copy you can test this quarter with real customers.
Blog posts
Go to blogDesign your onboarding for retention
Good onboarding sets the tone for long-term retention. Make it structured, clear and outcomes-focused.
Run client check-ins
Keep relationships strong by running structured check-ins that surface issues before they become churn.
Track engagement
Monitor which clients are slipping so you can reach out early with context, not desperation.
Create retention plan
Build a system for keeping clients engaged long-term with proactive comms, check-ins and value reminders.
Long-term client relationships
Keep clients engaged mid-cycle by reinforcing value and previewing what’s ahead.
Wiki articles
Go to wikiClick-through-rate
Optimise CTR to improve engagement and drive actionable user responses.
Lifetime Value (LTV)
Increase the value of each customer relationship through targeted strategies.
Offer
Package clear results, fair pricing and confidence-boosting extras to win B2B deals faster.
Further reading
You’re not growing fast enough and it’s time to fix that.
You’ve hit a ceiling. You need a structured approach that moves the needle without overwhelming your team.
