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Glossary / Strategy & Sales

Retention.

Keeping customers buying over time.

What it means

Keeping customers buying over time. Small gains in retention often beat large gains in acquisition.

Related terms

Customer lifetime value (CLV)Email marketing

More in Strategy & Sales

Account-based marketing (ABM)Bottom of funnel (BOFU)Buyer persona Customer acquisition cost (CAC)Fractional CMO Go-to-market strategy Ideal customer profile (ICP)Lead generation

Read more.

Articles that put Retention to work.

Cover illustration for the article “How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)”

Home Services · 6 min read · Nick Irmo

How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)

HVAC marketing budget math for 2026: 8–12% of revenue, the $153 cost-per-lead benchmark, and how to split spend between LSA, Google Ads and your site.

Cover illustration for the article “Claude Skills for Productivity: How to Stop Repeating Yourself to AI”

AI · 4 min read · Nick Irmo

Claude Skills for Productivity: How to Stop Repeating Yourself to AI

Claude Skills package your instructions, templates and scripts so Claude follows your process every time. What skills are, how they work, and ten marketing skills worth building.

Cover illustration for the article “GA4 Setup Checklist: 15 Things to Fix Before You Trust Your Data”

Analytics · 3 min read · Nick Irmo

GA4 Setup Checklist: 15 Things to Fix Before You Trust Your Data

Most GA4 properties are collecting the wrong data. Fifteen checks that make your analytics trustworthy enough to make decisions with.

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