The Touchpoint Journey Maps Miss in B2B Renewal

In this episode of Customer Journey with Fexingo, Lucas and Luna tackle a touchpoint that most B2B journey maps overlook: the renewal conversation. They argue that while marketers obsess over acquisition and onboarding, the renewal is where customer lifetime value is actually won or lost. Using the example of a SaaS company like Salesforce, they show how a renewal isn't a single transaction but a series of micro-touchpoints—from the pre-renewal health score review to the negotiation and the post-renewal confirmation. They discuss why renewal conversations feel awkward, how to frame them as value reviews rather than sales pitches, and why the data you collect during this phase can transform your entire journey map. If you're in B2B marketing or customer success, this episode will make you rethink where your map starts and ends. Tune in for a practical, refreshing take on a touchpoint that's too often ignored. #B2BMarketing #CustomerJourney #RenewalTouchpoint #CustomerLifetimeValue #SaaS #Salesforce #CustomerSuccess #JourneyMapping #Marketing #BusinessPodcast #FexingoBusiness #Podcast #B2B #RenewalStrategy #ValueReview #CustomerRetention #TouchpointMapping #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo