You must have heard this quite a few times that 80% sales come from 20% of your existing customers. These are the golden words of B2B marketing (and also B2C). The only difference between these two is that B2B marketing involves a longer sales cycle which in-turn requires much more focus on retaining existing customers. B2C brands also focus on customer retention, but their sales cycles are very short. For example, an eCommerce platform will showcase relevant ads of their products to a lead. This lead, when makes a purchase, is a closed deal. The sales cycle for this lead is now completed. What follows next is tailored email campaigns and social ads so that this customer initiates a sales cycle once again.