How a Startup Saved Its Biggest Customer
The Challenge
The company’s biggest customer—responsible for the majority of revenue—was thinking about cutting their licensing contract to save costs. They believed they could source similar technology from China at a lower price. Losing this account wouldn’t just slow growth; it was a real threat to the business itself.
The Strategy
As the marketing leader, my goal was clear: prove the unique value of the company’s technology and brand, justify the higher cost, and secure the contract renewal. The approach focused on two things: quantifying consumer benefits in measurable ways and creating evidence-based marketing claims the customer could use directly in their own product marketing.
I commissioned independent research to demonstrate how the technology supported wellness and partnered with SleepScore Labs, a global leader in sleep science, to measure consumer impact. The findings were transformed into clear, differentiated claims, and I secured the SleepScore Seal of Approval—a science-backed badge that elevated both our brand and the customer’s products.
The Results
The strategy worked. The customer not only renewed their contract but signed a three-year extension. Their products gained stronger market positioning, backed by science and a respected wellness seal. Beyond that, we built a repeatable playbook for bringing independent validation into future customer relationships.
The Impact
What started as a high-risk situation became one of the company’s biggest wins. It showed that the right mix of strategy, innovation, and credibility can turn doubt into long-term loyalty—and set the stage for repeatable, sustainable growth.
Elishaa Batdorf is a fractional CMO and marketing strategist who helps Series B startups scale by providing leadership, strategy and focus. With 20 years of experience helping Fortune 500 companies and fast-growing startups, she uses proven marketing strategies to accelerate business growth. Connect with her about marketing strategy and growth tactics on LinkedIn.
