In order for a business to be successful, you need to bring in new customers while at the same time keep the ones you already have. In Chapter 2 of the book “The Fundamentals of Business-to-business Sales and Marketing,” John Coe lists the “four commonly accepted phases of the customer life cycle,” including Customer acquisition, Customer growth and retention, Customer loyalty, and Customer reactivation.

According to Coe, in past years, marketing was primarily focused on finding new customers, and once found, sales team took over. It was not until recently that marketing and sales teamed up in an effort to keep customers.

Although marketing is crucial to finding and obtaining new customers, you must also have a marketing campaign that is focused on keeping the customers you already have. A direct mail marketing program is a great way to do this. By including a direct mail piece along with invoice printing or statement printing that you already regularly mail out, you’ll have a much better chance of convincing customers to purchase from you again.