enquiries@e-focusmarketing.com | +44(0)1689 258 210
enquiries@e-focusmarketing.com | +44(0)1689 258 210
…and hundreds of other organisations worldwide over the last 13 years.
…and hundreds of other organisations worldwide over the last 13 years.
A CRM strategy consultancy helps businesses turn customer data and behaviour into a clear plan for improving retention, engagement and customer lifetime value, rather than simply running email campaigns or managing a CRM platform.
The focus is on the decisions behind the channel: what should happen next for each customer, why performance is declining, and how to build customer relationships that grow revenue over time. eFocus Marketing is a CRM strategy consultancy led by Kate Barrett, working with senior CRM and marketing leaders to close the gap between customer data and commercial results.
Brands are spending more than ever acquiring customers while leaving significant revenue untapped within their existing customer base.
Most don’t have an acquisition problem – they have a retention problem.
Understand exactly where your retention strategy is underperforming and what to prioritise next.
Increase repeat purchases, strengthen customer loyalty and maximise customer lifetime value through a smarter retention strategy.
Create higher-performing customer journeys that improve engagement, conversion and retention across the customer lifecycle.
Equip your team with the strategy, skills and AI capabilities to deliver stronger CRM performance and commercial results.
By redesigning the onboarding experience, improving journey sequencing and increasing lifecycle engagement at key decision points.
By refining lifecycle messaging, segmentation and conversion journeys to better align with customer intent and behaviour.
By improving welcome journey content, personalisation and subscriber nurturing to increase early-stage engagement and action.
CRM strategist, keynote speaker & bestselling author.
With over 18 years’ experience, Kate Barrett helps ecommerce and B2B brands improve retention, customer lifetime value and lifecycle revenue through strategic CRM, email marketing and customer journey optimisation.
As Founder of eFocus Marketing, Kate has worked with brands including Ann Summers, Ordinance Survey, Ted Baker, CloserStill Media and many others to develop higher-performing lifecycle strategies, automation programmes and customer experiences that drive measurable commercial growth.
Kate is an international keynote speaker, podcast host, CIM and DMA course tutor, and author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’
Known for combining strategic thinking with practical execution, Kate helps brands move beyond disconnected campaigns to build smarter, more customer-focused CRM programmes that deliver long-term value.
An invitation-only community for senior CRM and marketing leaders sharing challenges, strategies and insights.
Customer data is richer than ever. Marketing technology is more sophisticated. AI is making it easier to create content and automate communications at scale.
So why are so many CRM programmes still struggling to increase retention, improve customer lifetime value and deliver sustainable growth?
In our experience, it’s rarely because brands need more technology or more campaigns. More often, it’s because they’re missing the strategic foundations that connect customer behaviour, data and commercial objectives.
As customer acquisition costs continue to rise, the brands seeing the strongest long-term growth are investing more heavily in existing customers.
Improving onboarding, increasing repeat purchases, strengthening customer loyalty and creating more relevant customer experiences often delivers a significantly greater return than simply acquiring more customers.
Retention isn't simply a CRM metric - it's a commercial growth strategy.
AI is transforming how marketing teams work, helping them create content faster, analyse data more effectively and automate routine tasks.
But AI alone won't fix disconnected customer journeys or poor CRM strategy.
The brands achieving the best results are using AI to support better customer experiences, stronger personalisation and smarter decision-making - not simply to send more communications.
The strongest CRM programmes don't start with technology or campaigns.
They start with understanding customers.
When brands build strategies around customer behaviour, lifecycle stages and commercial priorities, every email, automation and interaction becomes more relevant. That relevance drives stronger engagement, higher customer lifetime value and more sustainable growth.
That's the approach we bring to every client we work with.
eFocus Marketing’s approach to CRM strategy is built on three core ideas, developed by Kate Barrett.
Customer Drift is the hidden reason CRM performance declines.
Customers rarely disengage suddenly, they drift away gradually through declining attention, changing behaviour, falling relevance and eroding value, long before it shows up in revenue.
Customer Momentum is the outcome of consistently enabling better customer decisions.
Where Customer Drift describes momentum leaking away, Customer Momentum is what builds when a business keeps making the right decision for each customer at the right stage of their journey.
The Next Best Customer Decision is our framework for making those judgements:
In the sixth episode of “Email and Beyond,” hosts Kate Barrett and Richard Wall delve into how you can decode your Zero and First Party Data
Interactive opt ins: Driving Offline Online and Promoting Loyalty Through Innovation
