Verlengketing

Verlengketing is a marketing approach that emphasizes extending the relationship with customers beyond the initial purchase to maximize long-term value. It integrates retention, expansion, and ongoing engagement into marketing strategy, with a focus on customer lifetime value and sustainable growth. The term is Dutch in origin and can be translated as extension marketing.

The concept draws on broader ideas of lifecycle marketing and customer relationship management. It is especially relevant in subscription economies and services, where revenue depends on continued use and upgrades rather than one-time sales. Verlengketing combines product, sales, and customer success efforts to keep customers engaged.

Core elements include onboarding and activation, ongoing education and support, personalized communications, cross-selling and upselling, loyalty and referral programs, and product updates aligned with customer needs. Data-driven personalization and segmentation are common to tailor messages across the customer journey.

Implementation often involves cross-functional teams, dedicated customer success or account management roles, and close collaboration between marketing, product, and support. Tactics include lifecycle email flows, in-app messaging, webinars, tutorials, and incentives for continued use or expansion.

Key metrics used to assess verlengketing performance include customer lifetime value, churn rate, retention rate, net revenue retention, and return on marketing investment over the customer lifecycle.

Critics note that verlengketing can blur responsibilities, require significant resources, and risk customer fatigue or privacy concerns if not executed respectfully. When well managed, it aims to build durable relationships and recurring revenue.