The Overlooked Power of Retention, Reactivation, and Expansion in B2B Marketing
Update: 2025-10-07
Description
In this episode of The Kula Ring, we’re joined by Ruth Stevens, President of eMarketing Strategy and professor at NYU Stern. Ruth explains why retention, reactivation, and expansion are the most underleveraged levers in B2B marketing and how marketers can partner with sales to maximize customer lifetime value. From data-driven “reasons to call” to subscription-based models, Ruth offers tactical advice on how manufacturers can double revenue without acquiring a single new customer.
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