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Customer Retention Strategies for B2C & B2B: Unlocking TV’s Power to Boost Loyalty
Olena Svietlova
2025-08-08 • 7 min to read
Retaining existing customers is just as important as acquiring new ones – and often much more cost-effective. In fact, roughly 20% of your customers may drive 80% of your sales (the classic Pareto principle), and it costs about five times more to acquire a new customer than to keep an existing one. Even a small lift in retention can yield big results – a 5% increase in customer retention can boost profits by 25% or more (based on the research done by Frederick Reichheld of Bain & Company). Yet many companies, especially major brands, remain acquisition-obsessed, pouring budgets into finding new customers while overlooking strategies to engage the loyal customers they already have.
It’s time to balance the scales. Below, we’ll highlight key customer retention strategies for both B2C and B2B businesses, and spotlight an often-overlooked channel for post-purchase engagement: television advertising. Yes, TV – traditionally a top-of-funnel medium – can be a powerful tool for retaining and re-engaging customers when used with today’s precision targeting. Let’s dive in with a friendly guide to keeping your customers happy, loyal, and coming back for more.
B2C (business-to-consumer) companies thrive on repeat buyers and brand loyalists. Here are some proven strategies to boost retention in the consumer space:
Today’s customers expect tailored recommendations, offers, and communication. Leverage your data to personalize emails, product suggestions, and ads based on each shopper’s behavior and preferences. This makes customers feel understood and valued, increasing their loyalty. For example, send a discount on a product category they’ve browsed, or a “we think you’ll love this” recommendation. Personalization builds an emotional connection that keeps people around.
Reward your best customers. Points programs, exclusive discounts, early access to sales, or free upgrades for loyal buyers go a long way in B2C. These initiatives make customers feel appreciated and give them an incentive to choose you over competitors for their next purchase. Remember, existing customers tend to spend much more (up to 67% more) than new ones, so nurturing that loyalty pays off.
Great service is a cornerstone of retention. Fast, friendly support (via phone, chat, social media – whatever channel customers prefer) helps resolve issues before they lead to churn. Empower your support team to go the extra mile. A positive service experience can turn a one-time buyer into a long-term advocate. Conversely, unresolved complaints or poor service will cause customers to run out.
Stay connected with your customers across channels. This includes email newsletters, social media engagement, mobile app notifications, and even retargeting ads on digital platforms. The key is consistent, relevant communication. For instance, if a customer hasn’t shopped in a while, a well-timed “we miss you” email or an exclusive offer on their social feed can re-capture their attention. Make sure your messaging is cohesive across touchpoints, so customers feel the same brand warmth whether they’re reading your Instagram post or a postcard in their mailbox.
Brands that build a community around their products often enjoy higher retention. Encourage customers to join your online community or forums, share user-generated content, or refer friends for perks. Engaged customers who feel part of a brand’s story are more likely to stick around. Consider featuring customer spotlights or testimonials – seeing real people love your product reinforces others’ decision to stay loyal.
By focusing on these areas, B2C companies can create a positive feedback loop: happy customers who keep coming back, spend more over time, and spread the word. And as we’ll discuss below, don’t forget to extend these efforts to channels like TV – your most loyal buyers deserve the “big screen” treatment too!
Retention in B2B (business-to-business) settings can look a bit different. B2B relationships often involve longer sales cycles, contracts or subscriptions, and multiple stakeholders. Here are key strategies to keep your business clients on board for the long haul:
In B2B, retention is all about relationships. Assign dedicated account managers or customer success managers to your clients. Regular check-ins (monthly calls, quarterly business reviews, etc.) are crucial to gauge satisfaction and demonstrate your ongoing commitment. Proactively ask how things are going, what challenges they’re facing, and how you can help. This consistent communication builds trust and ensures any minor issues are addressed before they become big problems.
After the initial sale or onboarding, don’t disappear! Provide continual value through education and support. This might include training sessions, how-to webinars, knowledge base resources, or proactive tips to help the client get the most from your product/service. Especially in SaaS and tech, clients may not fully utilize all features, so help them unlock that value. For instance, share short tutorial videos or send updates about new features relevant to their use case. By ensuring they see ROI throughout the partnership, you give them reasons to renew year after year.
B2B deals often come with annual or multi-year contracts. Don’t wait until a week before renewal to engage the client. Well before the renewal date, start reminding them of the success you’ve achieved together. Present results (metrics like efficiency gains, cost savings, revenue growth – whatever your solution delivers) to reinforce the value they’re getting. If there were any issues, show how you resolved them. Some companies even offer a small loyalty discount or bonus for renewing early. The goal is to make the renewal a no-brainer because the client clearly understands your product’s importance to their business.
Just because B2B is “business” doesn’t mean it shouldn’t be personal. Your clients are people, too! Tailor your communications to the individual roles – the way you engage a CEO vs. an end-user champion might differ. One powerful tactic is using personalized video messaging for key moments. For example, sending a brief, customized video to thank a client for a year of partnership, or a video highlighting their specific usage stats and achievements before a renewal. This adds a human touch beyond the usual emails. Such gestures can significantly boost loyalty – personalized videos sent at renewal or milestone moments have been shown to improve B2B renewal rates (one company saw an 18% uptick after using account-specific renewal reminder videos). It’s a memorable way to show clients you value them as individuals, not just account numbers.
Keep clients engaged by celebrating wins and learning from them. Share case studies (e.g., how another client achieved great results – especially effective if it’s in a similar industry), or create joint success stories featuring your client’s outcomes. This not only reinforces the value you provide but also gives the client some limelight. Likewise, ask for feedback regularly – via surveys or informal check-ins. Show that you’re listening and then act on their suggestions. When clients feel heard and see improvements based on their input, their trust in your company deepens.
In B2B, the mantra is to be a partner, not just a vendor. When you help your clients succeed (and make them look good to their bosses!), they’ll stick with you for the long term. By managing relationships proactively and adding personal touches, B2B firms can achieve high renewal rates and turn clients into lasting advocates.
When you think of TV advertising, you might picture big-budget commercials aimed at finding new customers or building brand awareness. Traditionally, TV has been used at the top of the funnel – and many brands stop there. But with today’s technology, TV can also be a powerful post-purchase engagement channel for retention. Surprisingly few companies are leveraging it in this way, which means there’s a golden opportunity to get ahead of the curve.
Why TV Works for Customer Retention:
Grab Their Attention: Streaming and connected TV deliver a big-screen, full-sound experience people actually watch. A tailored TV ad to existing customers can stick far better than an email or social scroll-by.
Stay Top-of-Mind: TV can be a friendly nudge between purchases—like a seasonal reminder ad aimed at loyal shoppers to come back. Awareness isn’t just for prospects; it keeps your best customers engaged.
Target with Precision: With addressable and streaming TV, you can retarget site visitors, app users, or CRM contacts—just like online ads—so your spend focuses on high-intent audiences.
Retention + Acquisition: A retention-focused TV spot can also draw in new customers thanks to TV’s broader household reach, giving you a two-in-one impact.
Measure and Prove ROI: Modern TV platforms track who saw your ad and what they did next, helping you optimize and show exactly how your TV campaigns drive repeat business.
Bottom line: Brands that add TV into their retention toolkit are finding it’s a potent way to “stay in touch” with customers at scale. As one industry expert noted, brands not yet using TV to encourage repeat business from their established customers are missing a big opportunity to maximize customer lifetime value. Given how crucial retention is to ROI, it’s time to give TV a second look – not just for splashy Super Bowl ads or broad awareness, but as a precise engagement channel to keep your customers loyal.
So, how can you actually put TV to work for your retention goals? This is where Skybeam comes in. Skybeam is a self-serve TV advertising platform that brings the targeting and flexibility of digital ads to the world of streaming television . In other words, it lets you run data-driven TV campaigns with precision targeting and real-time insights, without needing a massive budget or a PhD in media buying.
What does that mean for you? Here are some of Skybeam’s capabilities that can directly support your customer retention efforts:
Find the Right People: With 250+ targeting options (including behavioral and retargeting), you can reach the customers who already know and love you. Show “We miss you” offers, special deals, or product announcements right on their favorite streaming shows—so your ads always feel relevant.
Plug It Right In: If you’ve run Facebook or Google Ads, Skybeam will feel second nature. You set the budget, timing, and targeting—no complicated setup or giant spend required. Start small or go big; either way, you’re in control.
Get Local: Want to win back diners in one city or reach a client near their HQ? Geo-targeting makes it easy to keep your message personal and location-specific.
See What’s Working: Real-time reporting shows who’s seeing your ads and how they’re responding. Spot what’s driving repeat visits and prove your TV ROI with data your team will love.
Television is no longer off-limits for precision marketing. With Skybeam, you can treat TV as another (very powerful) touchpoint in your customer journey. It’s about meeting your audience where they are.
Customer retention may not be as flashy as acquisition, but it’s the key to sustainable growth. In both B2C and B2B, when you engage and delight existing customers, they reward you with loyalty, repeat purchases, and referrals. Personalization, proactive communication, and thoughtful touches help build relationships that last.
In summary, customer retention is everyone’s game – and now, so is TV. With advanced targeting, you can reconnect with customers in memorable ways, from timely ads to personalized video messages. Skybeam makes this easy, letting you retarget and engage audiences on TV with precision, turning the “one-to-many” medium into something highly customer-centric.
The bonus? Retention-focused TV can also bring in new customers and boost engagement across other channels. By pairing smart retention tactics with TV’s untapped potential, you can deepen customer bonds and keep them coming back. The tools are here, so start building loyalty, from their inbox to their living room screen.
Olena Svietlova
2025-08-08 • 7 min to read
