Out of sight, out of mind? The real challenge of retention

In this episode of CMO Therapy, Lucy sits down with expert marketing leader and Brand & Marketing Director at Zego, Ingrid Sierra, to unpack one of the toughest challenges in B2B marketing: what really happens after the contract is signed.
Because let’s be honest… once the high-fives fade and onboarding is done, most customers aren’t thinking about you at all.
So why is retention so hard, especially in industries where interaction is low and pricing often wins the deal? And why won’t loyalty schemes and “just checking in” emails save you?
Lucy and Ingrid dive into the messy middle between onboarding and renewal, from NPS drop-offs and usage gaps to gamification, trust-building and showing up in the moments that actually matter.
As Ingrid puts it: “If they choose you because of pricing, you need to make sure that at renewal they actually choose you for the right reasons.”
If you care about churn, growth and earning the right to show up when there’s no obvious reason to, you'll love this episode.Music clip by Filo Starquez, Divergence