Listen Here | From Renegade Marketers Unite, Episode 477: Retention as Your Revenue Engine

Putting the customer at the center has been preached for years, yet too often, B2B marketers are told to chase net new logos and leave expansion for someone else. That approach leaves growth on the table. Delighted customers are your advocates, your storytellers, your engine for long-term success.

Every company says it listens to customers. In this conversation, Drew and guests Allyson Havener (HG Insights), JD Dillon (Tigo Energy), and Alan Gonsenhauser (Demand Revenue) show how listening turns into concrete action, how feedback becomes a system, and how customer voices drive lasting growth.

In this episode:

• Allyson on how reviews, surveys, and customer spotlights at TrustRadius feed marketing and influence buying decisions early
• JD on how Tigo’s Green Glove Program creates loyalty through installer support and a seal of quality
• Alan on why retention is a financial driver CMOs must track as closely as revenue

Plus:

• Why framing churn as retention keeps teams motivated
• How to bring the customer voice into leadership discussions
• The metrics that capture customer impact, from adoption to earned growth
• How to operationalize cross-functional alignment around the customer

Catch this episode to hear how customer voices shape strategy, culture, and growth.

For full show notes and transcripts, visit https://renegademarketing.com/podcast/