Why B2B Marketers Are Measuring Customer Equity

In this episode, Lucas and Luna explore the shift from short-term metrics like ROAS and MQLs to long-term customer equity. They dissect a real-world example: how the B2B SaaS company Klaviyo used a retention-first strategy to boost customer lifetime value by 34% over two years. The hosts discuss the three drivers of customer equity — value equity, brand equity, and retention equity — and why most marketing dashboards ignore them. Lucas shares data from a 2026 Gartner study showing that companies tracking customer equity outperform peers by 22% in revenue growth. Luna challenges the practicality for startups with small customer bases. The episode includes a natural donation segment tied to the value of long-term thinking. #CustomerEquity #B2BMarketing #SaaS #Klaviyo #LTV #RetentionStrategy #MarketingMetrics #RevenueGrowth #Business #FexingoBusiness #BusinessPodcast #GrowthOperator #MarketingROI #BrandEquity #ValueEquity #RetentionEquity #Gartner #CustomerLifetimeValue Keep every episode free: buymeacoffee.com/fexingo