Get Your Lost B2B Customers Back


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You will lose your clients if you don’t treat them right. If your process from prospect level to purchase and retention gives bad experiences and inconveniences, you will lose your customers.

If you let your clients feel ignored and you do not check up on them while keeping them uninformed of your other services, they will leave the deal.

Think of Sun Tzu in his book “The Art of War” when he says to “regard your soldiers as your children, and they will follow you into the deepest valleys; look on them as your own beloved sons, and they will stand by you even unto death.” 

Care for your B2B customers and you’ll be cared for in return.

B2b Customer Featured

Make Them Stay.

Before you even think about winning back lost customers, fix your system first. Make sure that they come back to a better B2B system, or else, their return will just be ironic and senseless.

Make sure that you have a B2B system that keeps customers in the first place.

A lot of B2B companies only send customers invoices once a month. This is wrong.

It is cold and careless.

Think of normal human relationships – once a month communication and only through invoices? Not a good situation.

You should treat your partners well. Set up a good communication system so you can engage with them on all levels.

Make sure your clients don’t forget that their results come from your services. Check on them once in a while and let their results speak for you.

Client Communication

Have a sense of ownership of what your clients want to achieve.

Find what they’re lacking and help them fill gaps. Tell them how other clients are being successful with using the same products they employ. 

Be proactive in customer service and tech support.

Offer them other services. Otherwise, your customers will go to another provider for the same things that you have.

Keep them informed of things you have that can benefit them.

Communicate the right way. This means you must make sure that you have good content in your emails including your automations.

Win Back Lost Customers.

If for some reason, you still miss a few hits there are things you could do to get them back.

Of course and first of all, your services must be solid. Be competitive. Do not offer where you are not significant and be in the right market.

The foundations of a good business must be in place. Then, you can use these strategies here.


The longer your clients remain inactive, the greater the chances are that they will defect altogether. Respond quickly.

In fact, be like Flash and time travel. Prevent inactivity before it even begins.

Examining your customers’ behaviour patterns can help you predict who is about to leave.


Group your inactive customers separately from the active ones.

Treat them differently. 

Study their behaviours and start a separate marketing strategy for them. 

They are another niche in your audience. Act accordingly.


They are a new sub-group in your audience. Build your reactivation content around the new behaviours you observe from them.

Re-market to this new demographic.


Lapsed customers will be annoyed at constant emails. Find other ways.

Try calling or texting. Make it interesting, not boring.

Here’s one of the best ways – handwritten letters. They have been proven in B2B.

They make communications more noticeable, friendlier and thus, more likely to win people back.


Offer your inactive clientele bonuses for when they come back. If they have used one of your products, reoffer it again but with an upgrade.

Tell them that when they come back, they are listed in a privileged special service class. Offer supplemental product freebies.

These work especially during customers’ birthdays, anniversaries, paydays, vacations and other important milestones. Find the right to offer and promote it.


Run A/B tests to find the best content, vessel and funnel that works for the clients you win back. When you find out what combinations work the best, only use those.

  1. CLEAN UP.

Refresh your consumer and business data regularly.

Email addresses, phone numbers, addresses change. Make sure your communications don’t fall into a black hole.


Keep your communications direct. Say “we miss you” or “we want you back”.

Don’t hide your promotion. Make coming back feel urgent so clients decide faster.

Put a scarcity into it – “Limited offer” or “Only for the first 100”.


Remove anything that gets in between engagement and return.

You don’t want to spoil the party with more pages to fill out and three-step sign-ups to endure – that’s annoying! Streamline your processes.


Abolish the repurchase decision completely. For regularly bought products, consider providing an automatic replenishment program. 

Subscription businesses can increase auto-renewals, either during enrollment or as a promotion.


Take care of your customers and they won’t leave you. Engage them and help them succeed and in return, they will surely recommend you.

If you have good customer service, the likelihood of losing clients is significantly reduced.

If you lose some clients, (maybe because a competitor fished them out of your pool), act quickly and smartly to win them back.

Be innovative, effective and enticing. Satisfy any reason why they left. Win them back with the intention to do better for them.

But why exert such efforts when we’re not running out of clients anyway?

Even a moderate customer loss rating tells prospects that your processes are not streamlined.

That’s a bad reputation. With low retention rates, people judge you as “not legit”

Remember that like any business, yours is trying to fulfil customer needs and requirements. You are the servant in the hierarchy – the provider of service.

You have nothing to do without your clients. They are your source of income.

If it is ok for you to lose clients, you are missing the point of business.

When your enterprise is founded on service and integrity, you are driving the latest Tesla of success.


To make sure your digital communication wins you customers, you should have an arsenal of tools ready to create the best content and automation.

Implement marketing and audience analysis to know your audience more. The more you know who you are communicating to, the better you can speak to them.

Use automation in your email marketing so that your clients will only see what they want to see when they want to see it.

Optimize your website so that when inactive clients search for the same products you have, your services remain as top results.

Send handwritten letters!

People nowadays are getting sick of constant pings from newsletters. This personal approach shows your sincerity in wanting to be part of your client’s journey and success.

If you’re not sure where to start in streamlining your eCommerce, check out

The Kas Andz Marketing Group will be with you every step of the way, from finding the right audience, reaching out and converting engagements to sales and expansion.

We have completed 943+ projects and have generated over $ 97 Million in sales for clients with our 35 years of collective experience.


What’s the best marketing campaign for reactivating lost customers?

The best marketing strategy is a well-rounded one. But reactivating lost customers can be a specific job for emails.

You can run reactivation email campaigns that offer lost customers valuable promotions that they can’t say no to. And when you automate the mails to drop at the right inbox at the right time, you’ll save the lost potential conversions.

But you have to make sure that your website is optimized for conversion too. Or else, the audiences might simply bounce or abandon carts again.

Is digital marketing difficult?

While it may seem straightforward to improve a website, run a newsletter campaign, or pay for internet ads, there’s a lot of marketing research that has to be done.

In order to make sure that your marketing campaigns work, you need to do in-depth market analysis that takes time and expertise.

Freelancer vs marketing team – what’s better?

With a team like KAMG on your side, you will be able to ensure that you have senior marketing specialists with who you can leave the job with. And with KAMG, you don’t need to do anything but wait for your campaigns to work.

On the other hand, when you get a freelancer to do your marketing, you’ll have one person doing the job. And you will still have to do close management of the hired freelancer if you want the job done right.

Freelancers are usually stretched too thin with many clients on their list.

Picture of Kas Andz

Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: