Customer Engagement Isn’t a Metric — It’s a Moat
“Customer engagement is about staying relevant and valuable after the deal is done.” – Me, in Cognism’s latest playbook
The Play:
Too many B2B teams celebrate the signed contract and then go silent.
That’s the fastest way to churn.
In B2B, the sale isn’t the end — it’s the opening ceremony.
Engagement is what keeps the relationship (and revenue) alive.
The Framework:
Value > Volume > Velocity
From Transaction to Transformation
→ Make every post-sale interaction help the customer win. Not just check in.Proactive Touchpoints > Passive Check-ins
→ Webinars, upsell demos, curated newsletters — not “just seeing how things are going.”Cross-Team Ownership
→ CS owns renewals. Product owns usage. Marketing owns activation. Sales owns expansion. All must align.
Use Case:
A B2B SaaS firm revamped their onboarding.
Added post-sale nurture emails, usage-based webinars, and regular CS-led strategy calls.
→ 28% increase in expansion revenue.
→ Churn dropped by 35%.
Tools + Prompts:
Tools: HubSpot, Intercom, Notion
Prompt:
“Write a 3-part onboarding email series for new B2B customers to drive early product usage and reduce churn.”
Try This:
Reply with ENGAGE and I’ll send you my post-sale playbook and onboarding flow prompts.
Also — check out my contribution to Cognism’s in-depth article on this →
Read it here
PS – You can’t have retention without relevance. Start showing up after the close.