Driving B2B business growth with upselling and cross-selling

Amid market disruptions, B2B (business-to-business) organisations need to take a defensive approach to retain and expand relationships with existing customers and acquire new customers to protect and grow their revenue, say Forrester principal analysts Renee Irion and Rani Salehi at the Forrester B2B Summit APAC.

Companies that invest in post-sales customer marketing are three times more likely to succeed with cross-selling.

“Investment in developing customer relationships ensures higher results and growth than companies just focusing on sales,” said Renee Irion,...