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LiSa SHePHerd

Guideline 3—Prioritize Tactics by ROI
Marketing tactics should be chosen based on the results
they can deliver, starting with the highest potential ROI to
the lowest. The highest value revenues usually come from
selling existing products or services to existing customers
and the lowest from selling new products or services to new
customers—as in the chart below:

So what can you do to promote existing products to existing
customers? Email is a good choice for staying in touch with
customers, keeping them abreast of technical improvements,
telling them about new applications for your solutions, and
generally reminding them that you exist.
After that, the highest value comes from selling new products
to existing customers. Your existing base should be the target
for product launches. Invite them to upcoming lunch and learns
or webinars to showcase your latest innovations.
Then you can focus on promoting existing products to new
customers. Here is where you’ll consider tactics like SEO.

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© 2012 Lisa Shepherd