One Thing to Fix This Month: Marketing Shouldn't Disappear After the Sale

JB Marketing
Aug 19
2 min read

One of the biggest marketing gaps I see in businesses isn't necessarily how they attract new customers.

It's what happens after they've won them.

I've recently been working with a training provider where, once a customer has been onboarded, the marketing team has very little contact with them.

No regular marketing emails.No information about other services the business provides.No useful advice or guidance.No thought leadership from the leadership team.No content helping customers understand changes in the industry.No advice around things like the Apprenticeship Levy and how they could potentially benefit from it.

The customer is essentially handed over to the operational training team and left in their hands.

Of course, the operational team has a huge role to play. Delivering a great customer experience is essential.

But why should marketing disappear just because the sale has been made?

The period after a customer comes on board is actually a huge marketing opportunity.

You already have something incredibly valuable: their attention and trust.

Instead of constantly looking for new people to sell to, marketing can help nurture the relationship you've already built.

For a training provider, that could mean sharing:

Relevant industry updates and guidance
Advice on funding and the Apprenticeship Levy
Useful resources for L&D and HR teams
Thought leadership from senior leaders and subject-matter experts
Case studies showing how other customers are tackling challenges
Information about upcoming events, webinars or training
Updates about new courses or services they might not know you offer
Practical advice that helps customers get more value from their training investment

And here's the important bit:

Not every communication needs to have a sales message attached to it.

Sometimes the objective is simply to be useful.

Because if you're regularly providing valuable information to your customers, you're keeping your business front of mind.

Then, when they have another training requirement, need advice, or start thinking about their next project, you're much more likely to be the business they think of.

💡 Your marketing challenge this month

Think about your customers who have already bought from you.

Now ask yourself:

“What have we communicated to them since they became a customer?”

If the answer is not much, that's your opportunity.

Don't start by creating a complicated customer nurture strategy.

Start with one useful piece of content.

Share some industry insight. Answer a question customers regularly ask. Get someone from your leadership team to share their perspective. Explain something your customers might not understand.

Then send it to the people who would actually find it useful.

Because marketing shouldn't stop when someone becomes a customer.