CINXE.COM

<!doctype html> <html lang="en-US"> <head> <meta charset="UTF-8"/> <meta name="viewport" content="width=device-width, initial-scale=1"/> <meta http-equiv="X-UA-Compatible" content="ie=edge"/> <meta name="theme-color" content="#002244"> <link rel="preconnect" href="https://fonts.googleapis.com"> <link rel="preconnect" href="https://fonts.gstatic.com" crossorigin> <link rel="preconnect" href="//informatech.cdn.ncms.io" crossorigin="anonymous"> <link rel="preconnect" href="//cdn.cookielaw.org" crossorigin="anonymous"> <link rel="preconnect" href="//static.iris.informa.com" crossorigin="anonymous"> <link rel="dns-prefetch" href="//www.googletagmanager.com"> <link rel="preload" as="image" href="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/informatech-site-logo-78eaf1b5914a880ecbb2.png"/>  <script src="https://cdn.cookielaw.org/scripttemplates/otSDKStub.js" type="text/javascript" charset="UTF-8" data-domain-script="4968627e-6510-4fe5-8b0b-7d59d83adde3" ></script> <script type="text/javascript"> function OptanonWrapper() { } </script>   <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-N83Q6DG');</script>  <script async src=https://www.googletagmanager.com/gtag/js?id=UA-31764218-4></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'UA-31764218-4'); </script> <meta name='robots' content='index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1' />  <title>Understand Your Audience Archives | Informa Tech</title> <link rel="canonical" href="https://www.informatech.com/category/understand-your-audience/" /> <link rel="next" href="https://www.informatech.com/category/understand-your-audience/page/2/" /> <meta property="og:locale" content="en_US" /> <meta property="og:type" content="article" /> <meta property="og:title" content="Understand Your Audience Archives | Informa Tech" /> <meta property="og:url" content="https://www.informatech.com/category/understand-your-audience/" /> <meta property="og:site_name" content="Informa Tech" /> <meta property="og:image" content="https://informatech.cdn.ncms.io/content/uploads/2023/05/Informatech-social-3eb67cd39653b9371261.png" /> <meta property="og:image:width" content="1201" /> <meta property="og:image:height" content="676" /> <meta property="og:image:type" content="image/png" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:site" content="@InformaTechHQ" /> <script type="application/ld+json" class="yoast-schema-graph">{"@context":"https://schema.org","@graph":[{"@type":"CollectionPage","@id":"https://www.informatech.com/category/understand-your-audience/","url":"https://www.informatech.com/category/understand-your-audience/","name":"Understand Your Audience Archives | Informa Tech","isPartOf":{"@id":"https://www.informatech.com/#website"},"primaryImageOfPage":{"@id":"https://www.informatech.com/category/understand-your-audience/#primaryimage"},"image":{"@id":"https://www.informatech.com/category/understand-your-audience/#primaryimage"},"thumbnailUrl":"https://informatech.cdn.ncms.io/content/uploads/2023/12/GettyImages-1496339548-1-16972ff02f00b701d9dd.jpg","breadcrumb":{"@id":"https://www.informatech.com/category/understand-your-audience/#breadcrumb"},"inLanguage":"en-US"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https://www.informatech.com/category/understand-your-audience/#primaryimage","url":"https://informatech.cdn.ncms.io/content/uploads/2023/12/GettyImages-1496339548-1-16972ff02f00b701d9dd.jpg","contentUrl":"https://informatech.cdn.ncms.io/content/uploads/2023/12/GettyImages-1496339548-1-16972ff02f00b701d9dd.jpg","width":1613,"height":1075},{"@type":"BreadcrumbList","@id":"https://www.informatech.com/category/understand-your-audience/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://www.informatech.com/"},{"@type":"ListItem","position":2,"name":"Understand Your Audience"}]},{"@type":"WebSite","@id":"https://www.informatech.com/#website","url":"https://www.informatech.com/","name":"Informa Tech","description":"","publisher":{"@id":"https://www.informatech.com/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://www.informatech.com/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https://www.informatech.com/#organization","name":"Informa Tech","url":"https://www.informatech.com/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https://www.informatech.com/#/schema/logo/image/","url":"https://informatech.cdn.ncms.io/content/uploads/2023/05/informa-logo-aa79e1906bf0b69f6b37.png","contentUrl":"https://informatech.cdn.ncms.io/content/uploads/2023/05/informa-logo-aa79e1906bf0b69f6b37.png","width":696,"height":696,"caption":"Informa Tech"},"image":{"@id":"https://www.informatech.com/#/schema/logo/image/"},"sameAs":["https://www.facebook.com/InformaTechHQ","https://twitter.com/InformaTechHQ"]}]}</script>  <link rel='dns-prefetch' href='//www.informatech.com' /> <link rel='stylesheet' id='bundle-css' href='https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/bundle.css?ver=1730204349' type='text/css' media='all' /> <link rel='stylesheet' id='sbi_styles-css' href='https://informatech.cdn.ncms.io/content/plugins/instagram-feed-pro/css/sbi-styles.min.css?ver=6.4' type='text/css' media='all' /> <script> document.documentElement.className = document.documentElement.className.replace( 'no-js', 'js' ); </script> <style> .no-js img.lazyload { display: none; } figure.wp-block-image img.lazyloading { min-width: 150px; } .lazyload, .lazyloading { opacity: 0; } .lazyloaded { opacity: 1; transition: opacity 400ms; transition-delay: 0ms; } </style> <style type="text/css" id="wp-custom-css"> .single-content em, .single-content i { display: inline; } </style> <link rel="icon shortcut" type="image/x-icon" href="https://www.informatech.com/content/themes/informa-v1/assets/images/favicon-ad4ea77536a2a325749c.ico"> </head> <body class="archive category category-understand-your-audience category-22 preload">  <noscript><iframe height="0" width="0" style="display:none;visibility:hidden" data-src="https://www.googletagmanager.com/ns.html?id=GTM-N83Q6DG" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></iframe></noscript> <div class="informa-ribbon"> <div class="informa-ribbon__wrapper"> <div class="informa-ribbon__detail" role="button"> <div class="informa-ribbon__left"> <p>This site is part of the Informa Tech Division of Informa PLC</p> <ul> <li class="iribbon-mainlink"> <a href="http://informa.com/" target="_blank" aria-label="Informa PLC">Informa PLC</a> </li> <li> <a href="http://informa.com/About-Us/" target="_blank" aria-label="About us">About us</a> </li> <li> <a href="http://informa.com/Investors/" target="_blank" aria-label="Investor relations">Investor relations</a> </li> <li> <a href="http://informa.com/Talent/" target="_blank" aria-label="Talent">Talent</a> </li> </ul> </div> <div class="informa-ribbon__right"> <p>This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.</p> </div> </div> <button class="informa-ribbon__title" style="background-image: url('https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/iribbon-logo-025c1cdbaf2526c68654.gif')"> Informa </button> </div> </div> <header class="site-header "> <div class="container"> <div class="site-header__logo"> <a href="https://www.informatech.com/" class="site-header__url"> <img width="173" height="42" class="disable-lazyload" src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/informatech-site-logo-78eaf1b5914a880ecbb2.png" alt="Informa Tech"> </a> </div> <nav class="site-header__nav"> <div class="nav-navbar"><ul id="menu-nav-primary" class="menu"><li class="main-menu-item menu-item-even menu-item-depth-0 megamenu menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"><a href="#" role="button" class="menu-link main-menu-link">About Us</a> <svg class="dropdown-icon disable-lazyload" width="8" height="5" viewBox="0 0 8 5" fill="none" xmlns="http://www.w3.org/2000/svg" role="presentation"><path d="M0.5 1L4 4L7.5 1" stroke-linejoin="round"/></svg><div class="dropdown-menu"><ul class="sub-menu menu-depth-1"> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/about/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">About</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/inclusion-and-diversity/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Inclusion and Diversity</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/sustainability/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Sustainability</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/about/leadership-team/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Our Leadership Team</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/contact-us/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Contact Us</a></li> </ul></div> </li> <li class="main-menu-item menu-item-even menu-item-depth-0 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/solutions/" role="button" class="menu-link main-menu-link">Solutions</a></li> <li class="main-menu-item menu-item-even menu-item-depth-0 megamenu menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"><a href="#" role="button" class="menu-link main-menu-link">Markets</a> <svg class="dropdown-icon disable-lazyload" width="8" height="5" viewBox="0 0 8 5" fill="none" xmlns="http://www.w3.org/2000/svg" role="presentation"><path d="M0.5 1L4 4L7.5 1" stroke-linejoin="round"/></svg><div class="dropdown-menu"><ul class="sub-menu menu-depth-1"> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/applied-intelligence/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Applied Intelligence</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/automotive/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Automotive</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/channel/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Channel</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/components-and-devices/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Components and Devices</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/cybersecurity/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Cybersecurity</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-custom menu-item-object-custom"><a href="/markets/education/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Education</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-custom menu-item-object-custom"><a href="/markets/energy-and-sustainability/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Energy and Sustainability</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/enterprise-it/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Enterprise IT</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-custom menu-item-object-custom"><a href="/markets/finance/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Finance</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-custom menu-item-object-custom"><a href="/markets/food-and-hospitality/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Food and Hospitality</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/government/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Government</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-custom menu-item-object-custom"><a href="/markets/life-sciences/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Life Sciences</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/manufacturing/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Manufacturing</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/media-and-entertainment/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Media and Entertainment</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-custom menu-item-object-custom"><a href="/markets/real-estate/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Real Estate</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-custom menu-item-object-custom"><a href="/markets/retail/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Retail</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/service-providers/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Service Providers</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item--cta menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.informatech.com/markets/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">View All</a></li> </ul></div> </li> <li class="main-menu-item menu-item-even menu-item-depth-0 menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children"><a href="https://www.informatech.com/brands/" role="button" class="menu-link main-menu-link">Brands</a> <svg class="dropdown-icon disable-lazyload" width="8" height="5" viewBox="0 0 8 5" fill="none" xmlns="http://www.w3.org/2000/svg" role="presentation"><path d="M0.5 1L4 4L7.5 1" stroke-linejoin="round"/></svg><div class="dropdown-menu"><ul class="sub-menu menu-depth-1"> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/brands/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Our Market Leading Brands</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/events-calendar/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Events Calendar</a></li> <li class="sub-menu-item menu-item-odd menu-item-depth-1 menu-item menu-item-type-post_type menu-item-object-markets"><a href="https://www.informatech.com/markets/global-festivals/" aria-haspopup="true" aria-expanded="true" role="button" class="menu-link sub-menu-link">Global Festivals</a></li> </ul></div> </li> <li class="main-menu-item menu-item-even menu-item-depth-0 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/press-centre/" role="button" class="menu-link main-menu-link">Press Centre</a></li> <li class="main-menu-item menu-item-even menu-item-depth-0 menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.informatech.com/careers/" role="button" class="menu-link main-menu-link">Careers</a></li> <li class="main-menu-item menu-item-even menu-item-depth-0 menu-item menu-item-type-post_type menu-item-object-page current_page_parent"><a href="https://www.informatech.com/marketing-insights/" role="button" class="menu-link main-menu-link">Marketing Insights</a></li> </ul></div> </nav> <div class="site-header__blog-link"></div> <div class="site-header__mobile-toggle"> <div class="bar"></div> <div class="bar"></div> <div class="bar"></div> </div> </div> </header> <header class="ddg-navbar"> <div class="container"> <div class="row"> <div class="col-lg-3 col-md-4 col-sm-8 col-xs-8"> <a class="ddg-navbar__blog-link" href="https://www.informatech.com/marketing-insights/">Marketing Insights Blog</a> </div> <div class="col-lg-6 col-md-8 col-sm-absolute"> <nav class="ddg-navbar__nav"> <ul class="menu"> <li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-item-1164"><a href="https://www.informatech.com/category/build-brand/">Build Brand</a></li> <li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-item-1165"><a href="https://www.informatech.com/category/drive-demand/">Drive Demand</a></li> <li class="menu-item menu-item-type-taxonomy menu-item-object-category menu-item-1166"><a href="https://www.informatech.com/category/industry-trends/">Industry Trends</a></li> <li class="menu-item menu-item-type-taxonomy menu-item-object-category current-menu-item menu-item-1167"><a href="https://www.informatech.com/category/understand-your-audience/" aria-current="page">Understand Your Audience</a></li> <li class="menu-item menu-item--search"> <a href="#" class="ddg-navbar__search-toggle search-toggle" aria-label="Search Toggle"> <span>Search blog</span> <svg width="12" height="12" viewBox="0 0 12 12" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M11 11L7.87519 7.8715M9.05263 5.02632C9.05263 7.24998 7.24998 9.05263 5.02632 9.05263C2.80264 9.05263 1 7.24998 1 5.02632C1 2.80264 2.80264 1 5.02632 1C7.24998 1 9.05263 2.80264 9.05263 5.02632Z" stroke="black" stroke-linecap="round"/> </svg> </a> </li> </ul> </nav> </div> <div class="col-lg-3 col-md-0 col-sm-4 col-xs-4"> <div class="ddg-navbar__mobile-toggle"> <svg class="ddg-navbar__mobile-toggle--normal" xmlns="http://www.w3.org/2000/svg" width="19" height="9" viewBox="0 0 19 9" fill="none"> <path d="M1 0.702393L9.5 7.70239L18 0.702393" stroke="black" stroke-linecap="round" stroke-linejoin="round"/> </svg> <svg class="ddg-navbar__mobile-toggle--active" xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 20 20" fill="none"> <line x1="1.32227" y1="18.3342" x2="18.2928" y2="1.36359" stroke="black" stroke-linecap="round"/> <line x1="0.5" y1="-0.5" x2="24.5" y2="-0.5" transform="matrix(-0.707107 -0.707107 -0.707107 0.707107 19 19.0413)" stroke="black" stroke-linecap="round"/> </svg> </div> </div> </div> </div> <div class="ddg-navbar__searchform"> <form method="get" class="ddg-search" action="https://www.informatech.com/"> <svg width="14" height="15" viewBox="0 0 14 15" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M13 13.5L9.25023 9.7458M10.6632 6.33158C10.6632 8.99997 8.49997 11.1632 5.83158 11.1632C3.16317 11.1632 1 8.99997 1 6.33158C1 3.66317 3.16317 1.5 5.83158 1.5C8.49997 1.5 10.6632 3.66317 10.6632 6.33158Z" stroke="black" stroke-width="2" stroke-linecap="round"/> </svg> <input type="search" placeholder="Search" value="" name="s" /> </form> </div> </header> <div class="ddg-archive-category"> <div class="container"> <div class="section-meta ddg-archive-category-section-meta" aria-label="Section Content" role="contentinfo"> <img width="80" height="20" alt="..." data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/dots-citrus-light-122cc8f69d969a4a0eee.svg" class="section-meta__dots lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /> <h2 class="section-meta__title">Understand Your Audience</h2> </div> <div class="row ddg-archive-category-content"> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/seven-questions-marketers-should-ask-b2b-clients-when-they-churn/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/12/GettyImages-1496339548-1-16972ff02f00b701d9dd-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/12/GettyImages-1496339548-1-16972ff02f00b701d9dd-960x576.jpg 2x" alt="Seven questions marketers should ask B2B clients when they churn"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/sales-strategy/">Sales Strategy</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/seven-questions-marketers-should-ask-b2b-clients-when-they-churn/"> <h4 class="ddg-card-image-top-content__title">Seven questions marketers should ask B2B clients when they churn</h4> </a> <p class="ddg-card-image-top-content__deck">Having post-mortem conversations with clients may just be the first step in winning the account back. Here are the hard questions to ask in order to improve. </p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/seven-questions-marketers-should-ask-b2b-clients-when-they-churn/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/b2b-buyers-are-willing-to-give-you-their-data-heres-what-they-really-expect-in-return/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/11/GettyImages-1213479385-1-99850f90b168f258a6b7-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/11/GettyImages-1213479385-1-99850f90b168f258a6b7-960x576.jpg 2x" alt="B2B buyers are willing to give you their data. Here’s what they really expect in return."> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/content-marketing/">Content Marketing</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/b2b-buyers-are-willing-to-give-you-their-data-heres-what-they-really-expect-in-return/"> <h4 class="ddg-card-image-top-content__title">B2B buyers are willing to give you their data. Here’s what they really expect in return.</h4> </a> <p class="ddg-card-image-top-content__deck">Enhance data collection practices and share high quality content to establish a relationship with decision makers in your industry. </p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/b2b-buyers-are-willing-to-give-you-their-data-heres-what-they-really-expect-in-return/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/outbound-lead-generation-how-to-identify-your-icp/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/11/GettyImages-1425189573-1-4dc2d50db84bd370fd15-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/11/GettyImages-1425189573-1-4dc2d50db84bd370fd15-960x576.jpg 2x" alt="Outbound Lead Generation, How to identify your ICP"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/marketing-strategy/">Marketing Strategy</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/outbound-lead-generation-how-to-identify-your-icp/"> <h4 class="ddg-card-image-top-content__title">Outbound Lead Generation, How to identify your ICP</h4> </a> <p class="ddg-card-image-top-content__deck">Delve into the intricacies of crafting an ICP that aligns with your outbound strategy and maximises your lead generation potential</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/outbound-lead-generation-how-to-identify-your-icp/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/is-your-content-driving-potential-buyers-away-the-top-four-ways-to-ruin-trust/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/11/Infographic-trust-ruiners-06ceba1f8aed4180ba6a-414x288.png, https://informatech.cdn.ncms.io/content/uploads/2023/11/Infographic-trust-ruiners-06ceba1f8aed4180ba6a.png 2x" alt="Is your content driving potential buyers away? The top four ways to ruin trust"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/content-marketing/">Content Marketing</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/is-your-content-driving-potential-buyers-away-the-top-four-ways-to-ruin-trust/"> <h4 class="ddg-card-image-top-content__title">Is your content driving potential buyers away? The top four ways to ruin trust</h4> </a> <p class="ddg-card-image-top-content__deck">Discover insights from Informa Tech's 2023 Trust in Marketing Index survey in this infographic</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/is-your-content-driving-potential-buyers-away-the-top-four-ways-to-ruin-trust/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/5-trust-busters-ruining-your-b2b-marketing-content/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/11/GettyImages-1341698174-1-72b2ff3d9dfe282971e3-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/11/GettyImages-1341698174-1-72b2ff3d9dfe282971e3-960x576.jpg 2x" alt="5 Trust Busters Ruining Your B2B Marketing Content"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/marketing-strategy/">Marketing Strategy</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/5-trust-busters-ruining-your-b2b-marketing-content/"> <h4 class="ddg-card-image-top-content__title">5 Trust Busters Ruining Your B2B Marketing Content</h4> </a> <p class="ddg-card-image-top-content__deck">Forbes correspondents discuss insights from Informa Tech's 2023 Trust in Marketing Index survey</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/5-trust-busters-ruining-your-b2b-marketing-content/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/esg-and-dei-how-highlighting-your-brands-efforts-can-resonate-with-potential-partners/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/10/GettyImages-1417607487-1-3bfd78fd133cf9de4533-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/10/GettyImages-1417607487-1-3bfd78fd133cf9de4533-960x576.jpg 2x" alt="ESG and DEI: How highlighting your brand’s efforts can resonate with potential partners"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/sustainability/">Sustainability</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/esg-and-dei-how-highlighting-your-brands-efforts-can-resonate-with-potential-partners/"> <h4 class="ddg-card-image-top-content__title">ESG and DEI: How highlighting your brand’s efforts can resonate with potential partners</h4> </a> <p class="ddg-card-image-top-content__deck">Marketers shouldn’t be afraid to have conversations highlighting how their organization’s ESG and DEI strategies are igniting real change</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/esg-and-dei-how-highlighting-your-brands-efforts-can-resonate-with-potential-partners/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-12"> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/we-can-only-personalize-customer-journeys-if-we-really-listen-to-customers/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/10/GettyImages-1469151420-1-73458eb9e1bbdbb695e4-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/10/GettyImages-1469151420-1-73458eb9e1bbdbb695e4-960x576.jpg 2x" alt="We can only personalize customer journeys if we really listen to customers"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/data-best-practices/">Data Best Practices</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/we-can-only-personalize-customer-journeys-if-we-really-listen-to-customers/"> <h4 class="ddg-card-image-top-content__title">We can only personalize customer journeys if we really listen to customers</h4> </a> <p class="ddg-card-image-top-content__deck">Use qualitative and quantitative research methods to gain quality insights about problems and appropriately map the modern customer journey.</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/we-can-only-personalize-customer-journeys-if-we-really-listen-to-customers/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/the-five-ways-your-content-is-killing-trust-in-your-brand-and-how-to-fix-them/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/10/GettyImages-1127397327-1-fff3dcb8b4bac3410fd2-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/10/GettyImages-1127397327-1-fff3dcb8b4bac3410fd2-960x576.jpg 2x" alt="The five ways your content is killing trust in your brand – and how to fix them"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/marketing-roi/">Marketing ROI</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/the-five-ways-your-content-is-killing-trust-in-your-brand-and-how-to-fix-them/"> <h4 class="ddg-card-image-top-content__title">The five ways your content is killing trust in your brand – and how to fix them</h4> </a> <p class="ddg-card-image-top-content__deck">Sharing thoughtful content is key to establishing yourself as a thought leader in your industry. But only if you avoid these common mistakes. </p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/the-five-ways-your-content-is-killing-trust-in-your-brand-and-how-to-fix-them/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/what-do-marketers-need-to-make-the-most-of-b2b-intent-data/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/09/GettyImages-1498904429-1-7a306a6752ebd554c3bd-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/09/GettyImages-1498904429-1-7a306a6752ebd554c3bd-960x576.jpg 2x" alt="What Do Marketers Need To Make The Most Of B2B Intent Data?"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/intent-data/">Intent Data</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/what-do-marketers-need-to-make-the-most-of-b2b-intent-data/"> <h4 class="ddg-card-image-top-content__title">What Do Marketers Need To Make The Most Of B2B Intent Data?</h4> </a> <p class="ddg-card-image-top-content__deck">As B2B marketing becomes more complex, high-quality, buyer-level, and validated intent data is necessary to drive success. But as B2B marketers start using intent data, what do they need to get the most out of it?</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/what-do-marketers-need-to-make-the-most-of-b2b-intent-data/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/five-ways-surveys-expand-your-content-marketing-quality-and-influence/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/09/GettyImages-1168020041-1-6b308b698e61eabf86cb-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/09/GettyImages-1168020041-1-6b308b698e61eabf86cb-960x576.jpg 2x" alt="Five ways surveys expand your content marketing quality and influence"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/content-marketing/">Content Marketing</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/five-ways-surveys-expand-your-content-marketing-quality-and-influence/"> <h4 class="ddg-card-image-top-content__title">Five ways surveys expand your content marketing quality and influence</h4> </a> <p class="ddg-card-image-top-content__deck">Surveys provide content marketers and brands a way to create their own destiny when it comes to sharing engaging insights</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/five-ways-surveys-expand-your-content-marketing-quality-and-influence/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/customer-intent-leads-to-engagement/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/08/GettyImages-1063744652-1-a4221221a250092063f3-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/08/GettyImages-1063744652-1-a4221221a250092063f3-960x576.jpg 2x" alt="Using Customer Intent to Hone Your Business"> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/intent-data/">Intent Data</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/customer-intent-leads-to-engagement/"> <h4 class="ddg-card-image-top-content__title">Using Customer Intent to Hone Your Business</h4> </a> <p class="ddg-card-image-top-content__deck">Companies that understand customer intent and then offer relevant content are up to 59% more likely to engage their customers</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/customer-intent-leads-to-engagement/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> <div class="col-sm-6 col-md-4"> <div class="ddg-card-image-top ddg-archive-category-content__card"> <div class="ddg-card-image-top__image"> <a class="ddg-card-image-top__image-link" href="https://www.informatech.com/marketing-insights/understand-your-audience/b2b-thought-leadership-by-customers/"> <img width="623" height="374" class="ddg-card-image-top__image-thumbnail " srcset="https://informatech.cdn.ncms.io/content/uploads/2023/08/GettyImages-1146500501-1-09c58b49886fff391a4d-480x288.jpg, https://informatech.cdn.ncms.io/content/uploads/2023/08/GettyImages-1146500501-1-09c58b49886fff391a4d-960x576.jpg 2x" alt="You already have a quiet B2B thought leadership army. Here’s how to activate them."> </a> </div> <div class="ddg-card-image-top-category site-taxonomies-tag"> <a class="ddg-card-image-top-tag__link site-taxonomies-tag__link" href="https://www.informatech.com/tag/marketing-strategy/">Marketing Strategy</a> </div> <div class="ddg-card-image-top-content"> <a class="ddg-card-image-top-content__link" href="https://www.informatech.com/marketing-insights/understand-your-audience/b2b-thought-leadership-by-customers/"> <h4 class="ddg-card-image-top-content__title">You already have a quiet B2B thought leadership army. Here’s how to activate them.</h4> </a> <p class="ddg-card-image-top-content__deck">Marketing doors will fly open when you start thinking of your customers as your biggest fans and best partners</p> <a class="ddg-card-image-top-content__read-more read-more" href="https://www.informatech.com/marketing-insights/understand-your-audience/b2b-thought-leadership-by-customers/">Read now <span class="read-more-arrow"><img width="11" height="8" alt="→" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-right-arrow-06de2fb64ae9f930e66e.svg" class="read-more-arrow__img lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" /></span></a> </div> </div> </div> </div> <div class="ddg-archive-category-button"> <button class="ddg-archive-category-button__button button button--outline-indigo" data-category="understand-your-audience" data-page="3">Load more stories</button> </div> </div> </div> <footer class="site-footer"> <div class="container"> <div class="row"> <div class="col-lg-4 col-md-3"> <img width="204" height="50" alt="Informa Tech Logo" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/informatech-site-logo-78eaf1b5914a880ecbb2.png" class="site-footer__logo lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="> </div> <div class="col-lg-8 col-md-9"> <div class="site-footer__widgets"> <div class="site-footer__widget site-footer__widget--mobile-full"> <h4 class="site-footer__widget-title">Explore</h4> <ul class="site-footer__menu site-footer__menu--col2"> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1778"><a href="https://www.informatech.com/about/">About</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1566"><a href="https://www.informatech.com/solutions/">Solutions</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1779"><a href="https://www.informatech.com/about/leadership-team/">Leadership</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1565"><a href="https://www.informatech.com/press-centre/">Press Centre</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1780"><a href="https://www.informatech.com/sustainability/">Sustainability</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1781"><a href="https://www.informatech.com/events-calendar/">Events</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1782"><a href="https://www.informatech.com/inclusion-and-diversity/">Inclusion & Diversity</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1783"><a href="https://www.informatech.com/brands/">Brands</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1784"><a href="https://www.informatech.com/careers/">Careers</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-2098"><a href="https://www.informatech.com/contact-us/#general-enquiries">Contact</a></li> </ul> </div> <div class="site-footer__widget site-footer__widget--mobile-full site-footer__widget--markets"> <h4 class="site-footer__widget-title">Markets</h4> <ul class="site-footer__menu site-footer__menu--col2"> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-48"><a href="/markets/applied-intelligence/">Applied Intelligence</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-50"><a href="/markets/automotive">Automotive</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-53"><a href="/markets/channel">Channel</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-61"><a href="/markets/components-and-devices/">Components & Devices</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-54"><a href="/markets/cybersecurity">Cybersecurity</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-2463"><a href="/markets/education/">Education</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-2464"><a href="/markets/energy-and-sustainability/">Energy & Sustainability</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-56"><a href="/markets/enterprise-it">Enterprise IT</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-2465"><a href="/markets/finance/">Finance</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-2466"><a href="/markets/food-and-hospitality/">Food & Hospitality</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-57"><a href="/markets/government">Government</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-2467"><a href="/markets/life-sciences/">Life Sciences</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-62"><a href="/markets/media-and-entertainment/">Media & Entertainment</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-58"><a href="/markets/manufacturing">Manufacturing</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-60"><a href="/markets/service-providers/">Service Providers</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-2468"><a href="/markets/real-estate/">Real Estate</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-2469"><a href="/markets/retail/">Retail</a></li> </ul> </div> <div class="site-footer__widget site-footer__widget--mobile-full"> <h4 class="site-footer__widget-title">Follow Us</h4> <ul class="site-footer-social"> <li class="site-footer-social__list"><a class="site-footer-social__link" target="_blank" rel="noopener noreferrer" aria-label="Facebook" href="https://www.facebook.com/InformaTechHQ"><span class="site-footer-social__icon"><img width="11" height="18" alt="Facebook icon" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-facebook-white-6815d146fe9727935531.svg" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></span><span>Facebook</span></a></li> <li class="site-footer-social__list"><a class="site-footer-social__link" target="_blank" rel="noopener noreferrer" aria-label="youtube" href="https://www.youtube.com/channel/UCNwhzXVA-5aSYlbvESIEOwA"><span class="site-footer-social__icon"><img width="19" height="18" alt="Youtube icon" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-youtube-white-9f7574cf65068c5dbbdf.svg" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></span><span>Youtube</span></a></li> <li class="site-footer-social__list"><a class="site-footer-social__link" target="_blank" rel="noopener noreferrer" aria-label="Twitter" href="https://twitter.com/InformaTechHQ"><span class="site-footer-social__icon"><img width="19" height="16" alt="Twitter icon" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-twitter-x-white-6b16f3fb89dc6c500c74.svg" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></span><span>Twitter</span></a></li> <li class="site-footer-social__list"><a class="site-footer-social__link" target="_blank" rel="noopener noreferrer" aria-label="Linkedin" href="https://www.linkedin.com/company/informa-tech"><span class="site-footer-social__icon"><img width="19" height="18" alt="LinkedIn icon" data-src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/images/icon-linkedin-white-cad2d5cb9faeb80ec93e.svg" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></span><span>LinkedIn</span></a></li> </ul> </div> </div> </div> </div> <div class="site-footer-legal"> <div class="site-footer-legal__copyright"> Copyright ©2024 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG. </div> <ul class="site-footer-legal__links"> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-1437"><a href="https://www.informa.com/generic-content/accessibility/">Accessibility</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-46"><a href="https://www.informa.com/privacy-policy/">Privacy Policy</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-45"><a href="https://www.informatech.com/terms-and-conditions/">Terms of Service</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-43"><a href="https://www.informatech.com/cookie-policy/">Cookie</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-1438"><a href="https://privacyportal-eu-cdn.onetrust.com/dsarwebform/c1f53e84-9f05-4169-a854-85052b63c50b/5f26b553-52cc-4973-a761-295d5634a6b6.html">CCPA: Do not sell my personal info</a></li> </ul> </div> </div> </footer>  <script type="text/javascript"> var sbiajaxurl = "https://informatech.sites.ncms.io/wp/wp-admin/admin-ajax.php"; </script> <script type="text/javascript" id="bundle-js-extra"> /* <![CDATA[ */ var surge = {"ajax_url":"https:\/\/informatech.sites.ncms.io\/wp\/wp-admin\/admin-ajax.php","base_url":"https:\/\/www.informatech.com","thankyou_url":"https:\/\/www.informatech.com\/thank-you","recaptcha_site_key":"6LcKtBImAAAAADXGtSXHM4yRbTJUYSSjVTLmwx5c","post_load_more_nonce":"3a5b14d9f6","search_filter_load_more_nonce":"a111854256","press_load_more_nonce":"b0c539e42d","brands_filter_load_more_nonce":"ffac223070","events_filter_load_more_nonce":"aa806abf50","contact_form_nonce":"2b29e293b1","icon_right_arrow":"https:\/\/informatech.cdn.ncms.io\/content\/themes\/informa-v1\/assets\/images\/icon-right-arrow-06de2fb64ae9f930e66e.svg"}; /* ]]> */ </script> <script type="text/javascript" src="https://informatech.cdn.ncms.io/content/themes/informa-v1/assets/bundle.js?ver=1730222049" id="bundle-js"></script> <script type="text/javascript" src="https://informatech.cdn.ncms.io/content/plugins/wp-smushit/app/assets/js/smush-lazy-load.min.js?ver=3.15.0" id="smush-lazy-load-js"></script> <script type="text/javascript"> const script = document.createElement('script'); script.type = 'text/javascript'; script.async = true; script.addEventListener('load', function(e) { // we only pass the context variable on single/post let informaData = false; if (document.body.classList.contains('single')) { informaData = JSON.parse('{"canonicalUrl":"https:\/\/www.informatech.com\/marketing-insights\/understand-your-audience\/seven-questions-marketers-should-ask-b2b-clients-when-they-churn\/","pageIsSponsored":false,"pageSponsor":"","contentAuthor":"By Informa Tech Marketing","contentPubDate":"2023-12-11 19:36:09","pageID":"2436","pageTitle":"Seven questions marketers should ask B2B clients when they churn","pageDesc":"Having post-mortem conversations with clients may just be the first step in winning the account back. Here are the hard questions to ask in order to improve. ","pageType":"Article","primaryTerm":"Understand Your Audience","secondaryTerm":"ABM (Account-Based Marketing), Marketing ROI, Marketing Strategy, Sales Strategy"}'); } if (window.IIRISTracker) { const notProduction = 'production' !== 'production'; const tld = 'informatech.com'; const domain = tld.split('.')[0]; // on non-prod environment, there is specific collector domain to send the data to. const cDomain = notProduction ? 'com-informa-prod1.mini.snplow.net' : 'c.' + domain + '.com'; const cfg = { config: { td: {}, snowplow: { context: {} } } }; cfg.config.snowplow.appId = tld; cfg.config.snowplow.cDomain = cDomain; cfg.config.td.lob = 'it'; cfg.config.td.domain = domain; cfg.config.snowplow.contentTagEnabled = !!informaData cfg.config.snowplow.context = informaData window.IIRISTracker.initConfig(cfg); const irisEvt = new Event('trackerLoaded'); window.dispatchEvent(irisEvt); } }); script.src = 'https://static.iris.informa.com/widgets/v3.0/iris-t.js'; document.getElementsByTagName('head')[0].appendChild(script); </script> </body> </html>