Some answers and some questions
Customers, especially in a B2B setting, spend precious little time searching for a product till they have a need. The implication is that even if you spend a lot of money and creative energy getting to be known, you are pretty much wasting your time if your message reaches a customer who is not in “active search” mode. This is why the most expensive marketing campaigns tend to be for new customer acquisition.
Contrast this to the situation where you have a specific group of customers who have purchased your product in the last 6 months and your objective is to ensure continued satisfaction. Will your communication be different? Of course. What do you think would be a few things you would like to tell your user base? Would that include a short introduction to your company? I hope not!
While the customer is in comparison mode, the opportunity is in trying to get into a close dialog and close communication. Anticipating the information needs at this stage and highlighting your advantages are key. What are some of the innovations you have seen in this space?