Latest / Customer Journey with Fexingo: Touchpoints, Mapping, and Multi-Channel Marketing
The Touchpoint Journey Maps Miss in B2B Renewal
In this episode of Customer Journey with Fexingo, Lucas and Luna tackle a touchpoint that most B2B journey maps overlook: the renewal conversation. They argue that while marketers obsess over acquisition and onboarding, the renewal is where customer lifetime value is actually won or lost. Using the example of a SaaS company like Salesforce, they show how a renewal isn't a single transaction but a series of micro-touchpoints—from the pre-renewal health score review to the negotiation and the post-renewal confirmation. They discuss why renewal conversations feel awkward, how to frame them…
The skinny
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