Referrals, references, case studies, positive word-of-mouth, impactful ROI models—these are all outcomes of satisfied, loyal customers with whom you’ve developed mutual trust, leading them to rely on your company to solve more of their problems. These outcomes add new customer opportunities to the top of the sales funnel and provide important proof points during the middle and end of the sales funnel. By leveraging these outcomes together, your company can accelerate its new customer acquisition.
As SaaStr’s Jason Lemkin has said, almost all software companies get about 80% of their new customers from their existing customers once they hit scale. They do so via effective Land activities.