ShareSpace- Ep13 Win-back programs can drive 10x ROI by learning from exits,and personalizing re-approach strategies.

The Untapped Power of Win-Backs in B2B Marketing
In our latest Share Space conversation, I sat down with Kelly Olson to explore a topic we don’t talk about nearly enough in marketing: customer win-backs.

Too often, companies see off-boarding as the end of the customer journey. But what if we reframed it as the first step toward a future re-engagement?

Here are a few insights that stood out for me:
✨ Win-backs can deliver up to 10x ROI compared to cold acquisition.
✨ Treat the exit conversation like an “exit interview” — a chance to learn, nurture, and leave the door open.
✨ Assign ownership. Even in lean teams, a Customer Success Manager, Account Executive, or marketer can champion the off-boarding process.
✨ Use what you already know — buying committees, usage data, satisfaction scores — to personalize your re-engagement

For growth leaders, this is a huge missed opportunity. Why spend 10x more on new leads when your past customers already know your value?
Curious to hear from you: Does your hashtag#marketingstrategy include a win-back program? Or is customer exit still treated as a “full stop”?

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