Rethinking Marketing: Turning Billing Cycles into Growth Opportunities
Marketing and business development are powerful drivers of growth—and when done right, they can be genuinely enjoyable. Yet, many current tactics rely on bombarding potential clients with unsolicited, irrelevant messages, leading to frustration, disengagement, and a general desensitization to outreach efforts. The key to effective marketing isn’t volume—it’s value. Personalized, well-researched communications that focus on the recipient’s specific needs and interests are far more impactful.
Unfortunately, the overuse of spammy tactics across various channels doesn’t just annoy potential clients; it can alienate existing customers. This approach erodes trust, damages the customer experience, and conveys a lack of respect for your audience’s time and attention.
The Overlooked Opportunity: Marketing Where It’s Welcome
One of the most underutilized yet highly effective marketing channels is hiding in plain sight—your billing communications. Unlike cold emails or unsolicited ads, invoices are expected. Every billing cycle gives you a legitimate, permission-based opportunity to engage with your customers.
This isn’t just about sending an invoice. It’s about embedding value-added content within that communication. Whether through paper invoices, digital statements, text messages, or customer portals, you have a direct line to your customers—without the risk of being perceived as spam. When done thoughtfully, this can enhance customer satisfaction, build loyalty, and open doors for growth.
Billing Communications: The Last Untapped Marketing Frontier
Think of the invoice and billing cycle as more than a transactional necessity—they’re strategic touchpoints. Here’s how to transform them into powerful marketing tools:
- Cross-Sell & Upsell Opportunities: Introduce relevant products or services based on the customer’s purchase history. A simple, personalized recommendation can spark interest and drive additional revenue.
- Feedback & Surveys: Include a quick link to a customer satisfaction survey. It shows you value their input and helps you gather insights to improve your offerings.
- Educational Content: Share tips, how-to guides, or brief updates about new features that enhance the customer’s experience with your product or service.
- Exclusive Offers: Provide special discounts or early access to new products as a token of appreciation for their continued business.
The beauty of this approach lies in its seamlessness. Customers are already engaging with their invoices, making them more likely to notice—and act on—your message.
Why This Works
Billing communications have three key advantages:
- Permission-Based: Customers expect to receive them, eliminating the risk of being flagged as spam.
- High Open Rates: Invoices are one of the few emails people reliably open, ensuring your message gets seen.
- Contextually Relevant: You’re reaching customers in a business mindset, making them more receptive to offers or information that adds value.
Maximize Every Touchpoint
In a world where customers are bombarded with noise, the invoice and billing cycle stand out as clear channels for meaningful engagement. Don’t miss this opportunity to strengthen relationships, enhance customer retention, and drive growth—right from the communications you’re already sending.
Adam Howatson stands at the forefront of the technology and software industry as the president and chief executive officer of LogiSense. Joining the company in January 2019, he has been instrumental in executing its strategy, while also serving as a member of the board of directors. Adam’s journey in the tech world began prior to LogiSense, when he contributed to the growth of OpenText, Canada’s largest software company, as chief marketing officer and senior vice president. His leadership and strategic vision have been pivotal in the development, transformation, and scaling of technology businesses.
Adam’s expertise lies in the enterprise software realm, particularly in delivering cutting-edge usage-based billing and monetization software to major global organizations in the communications, XaaS, and IoT markets. His innovative approach extends to data transformation and artificial intelligence training solutions, utilizing customer usage-events and product monetization telemetry to enhance AI development and automation. This vision reflects his mission to revolutionize how technology and software services are offered and monetized, aligning with the evolving needs of sophisticated businesses in regulated environments.
Beyond his role at LogiSense, Adam’s career encompasses a diverse experience in leadership positions at growing and innovative technology companies and organizations. His expertise also extends to academia and mentorship, having served on the board of directors of the Information Technology Association of Canada and ScribbleLive and as a practicum sponsor for the University of Waterloo MBET program. Academically, Adam is fortified with certifications from the Canadian Forces College, University of Waterloo, and Pragmatic Institute. His media engagements include appearances and contributions to IT Business Canada, CMS Connected, Bloomberg, and The Fast Mode.
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