Written by: Vickie Sullivan  |  April 15, 2025

2 Tactics to Boost B2B Client Retention After a Project Ends

A recent Martech article confirms what many of us in B2B marketing already know: Nearly 75% of B2B revenue comes from existing clients. That makes B2B client retention not just a smart strategy, but a business imperative. Because when a client walks out the door, you don’t just lose a relationship you also lose future revenue that is hard to replace.

Smaller agencies like ours tend to feel the loss more acutely. We’re closer to the work, closer to the people, and more aware of what it takes to earn and keep business. We’re also quick to jump in when issues arise. But what about after the work is done? When the project wraps and the inbox goes quiet—what then?

Here’s the hard truth. After a client leaves, they usually:

• Forget about you. Their attention shifts to implementing the project.

• Mentally “box” your firm in. They only think of you for the exact project you completed—and won’t consider you unless similar needs arise.

2 Simple Tactics to Boost B2B Client Retention

That’s why you need a re-entry plan. One that keeps you top of mind and repositions your value. Here are two tactics I’ve seen work well for B2B client retention:

1. Stay in touch—without asking for anything.
Go beyond check-ins or sales nudges. Share an article, a research stat, or even a meme that made you laugh. Send something useful or human. The goal? Remind them why they liked working with you in the first place

2. Collaborate beyond the original engagement.
Could you co-host a webinar or invite them to be a guest on your podcast? Speak together at an industry event? These collaborations do more than reconnect—they expand how they perceive your value, making it easier for them to see new ways to work with you again.

Replacing revenue from lost clients is tough. You have to generate and nurture leads, navigate long sales cycles, and wait for timing to align. It’s far easier—and smarter—to focus on client retention and turn satisfied customers into loyal advocates.

Now Read This:

• Expand Your Reach: How to Educate Clients on Your Versatility
• Competitive Branding for B2B Professional Service Firms

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