Turn customer relationships into revenue with a smarter, more sustainable go-to-market strategy.
The Problem
Companies that focus solely on lead generation often miss out on their most powerful growth lever—existing customers. Without a strategy aligned to customer needs, businesses risk churn, stagnation, and costly pressure on new demand.
Everyone knows it’s more efficient to grow revenue from existing clients—so why is it still so difficult to do?
The Solution
At Heinz Marketing, we help B2B organizations operationalize customer-led growth. Our Predictable Pipeline framework integrates customer insights into every stage of the buyer and user journey—helping you deepen engagement, unlock expansion, and accelerate revenue.
With a tailored CLG strategy, you’ll turn satisfied customers into your strongest growth engine.
Our Process
Embracing our Predictable Pipeline Process, we leverage customer insights and data-driven strategies to unlock new revenue from your customer base and guide your business toward sustainable growth.
“Thanks to Heinz Marketing, Ivanti is on the path to achieving better orchestrated, customer-led growth through an integrated Voice of Customer (VoC) program. Their comprehensive VoC audit and meticulous integration mapping, complete with clearly defined walk/run phases, have been essential for our internal alignment and the development of customer-focused initiatives. It was a pleasure partnering with the Heinz Marketing team, and we look forward to continuing our VoC program as a key project this year!”
In this guide, you’ll learn how to fuel efficient growth by defining your ideal customer profile, crafting messaging that connects, building customer-focused content, and aligning post-sales stages with lifecycle metrics.
Learn how our expertise can guide you through integrating user insights into your growth roadmap, ensuring your offering not only meets but exceeds customer expectations.
Resources
Dive into our B2B sales and marketing resources for a fresh perspective on the industry’s biggest challenges.
CLG is a business strategy that prioritizes existing customers as the engine for growth. It focuses on delivering value, earning trust, and turning satisfied customers into brand advocates and revenue drivers. That includes upsell/cross-sell opportunities, referrals, testimonials, and product feedback loops.
CLG is a cross-functional effort across marketing, customer success, sales, and product teams. Marketers focus on programs that drive retention, loyalty, and advocacy. Customer success ensures satisfaction and adoption. Sales can uncover expansion opportunities. Product teams help close the loop with feedback.
The most common CLG metrics are:
Start by listening to your customers and identifying champions. Build a customer journey map to understand key moments that drive value. Align your teams around post-sale engagement, and start small—like launching a referral program or creating a customer spotlight series. From there, scale into a full strategy.
It improves conversion and lowers acquisition costs. Happy customers who refer peers shorten sales cycles and increase trust. Content like case studies and customer videos become valuable proof points that influence new buyers.
“I loved working with Heinz Marketing. We were very lucky to have so many people from the team on each call. Having the strength in numbers and the overall organization of the engagement was great.”
About Us
At Heinz Marketing, the focus we bring to B2B demand generation, is the same focus we bring to the impact our work has on the careers, communities, and lives we serve. While a bustling sales pipeline is the goal, we understand that happy humans are just as important.
