From what company size does this become worthwhile?

It depends less on the size and more on the business model. If customers make multiple purchases or have long-term contracts , it pays off early. With one-off large orders, the value lies more in referrals than repeat purchases.

Do I need a CRM for that?

Not necessarily at the beginning. A well-maintained customer directory is sufficient to start with. A system becomes useful as soon as multiple people are working with customer data or you want to automate processes . I work with Salesforce, Pardot, and Mailchimp, among others.

How often should I contact existing customers?

Regular enough to maintain a presence, infrequent enough that each contact carries weight. In B2B , this often translates to four to six relevant touchpoints per year . More important than frequency is that each contact has a purpose .

Customer loyalty and growth for SMEs

Acquiring a new customer costs many times more than retaining existing ones. Despite this, marketing in many SMEs ends with the signing of the contract. I build the structures for what comes next: reliable post-sales support, regular contact, and opportunities that generate referrals.

Who is this suitable for?

For companies that invest heavily in acquiring new customers but still don't grow because customers keep churning. For businesses that have satisfied customers but rarely receive referrals. And for everyone who lets the relationship fizzle out after a sale and starts from scratch the next time they need something.

How I proceed

Shaping the moment after the purchase

The first few weeks determine whether a project develops into a relationship. We observe what actually happens after the project is completed and build a reliable process instead of leaving it to chance.

Keep in touch without being annoying

Newsletters, customer events, or personal contact points – whatever suits your business. The key is consistency and ensuring that every contact offers value, not just a sales pitch.

Encourage a recommendation

Satisfied customers recommend others if you make it easy for them. We create concrete opportunities for this, instead of just hoping for it.

During my time as a marketing manager at a Swiss data center provider, I built automated email workflows in Salesforce Pardot, managed online and offline customer events, and cultivated strategic sponsorship partnerships. These are precisely the tools used to maintain customer relationships beyond the point of sale. In addition, I have ten years of project management experience in the IT and automotive industries, where my success depended on ensuring that relationships remained sustainable throughout the entire project lifecycle.

How can I do that?

What will be the result?

Customers who return after their first order. A network that recommends you without you having to ask. And a marketing budget that no longer flows entirely into acquiring new customers because part of your growth comes from existing ones.

Good to know?!

Customer loyalty & growth

01
02
03

"I would recommend Bettina at any time, as she is an asset to any new field of work."

Bernd Liebe, Project Manager, tkelevator DACH

Marketing strategy

Visibility & New Customer Acquisition

Let's talk