Request a callA B2B renewal marketing playbook: what to do 180, 120, 90 and 60 days before the contract ends
Run renewals as a program, not an event. About 180 days out, review account health and map stakeholders; at 120 days, share value delivered and plan the executive conversation; at 90 days, address risks and open the renewal discussion; at 60 days, confirm the decision makers and terms. Marketing supports each step with content, events and targeted outreach.
Key takeaways
- Start six months out. Late outreach leaves no time to fix problems.
- Show results in the customer’s own terms before asking for the renewal.
- Involve the economic buyer, not only the champion.
- Have a separate path for at-risk accounts.
180 days out: review and map
- Score account health from usage, support, engagement and sentiment.
- Confirm stakeholders and note changes in roles.
- Decide which tier and play applies.
120 days out: show the value
- Prepare a results summary in the customer’s own goals and metrics.
- Share relevant content and invite the committee to an event or briefing.
- Plan the executive business review.
90 days out: address risk and open the talk
- Resolve open issues and unmet expectations.
- Hold the business review and discuss goals for the next term.
- Raise expansion where it fits.
60 days out: confirm and close
- Confirm the decision makers and the approval process.
- Agree on terms and timeline, and remove surprises.
- Plan a thank-you and an advocacy request after signature.
At-risk accounts
When health signals are weak, move the account to a rescue path: executive outreach, a dedicated action plan and fast fixes to the biggest gaps. Track outcomes so you learn which actions save accounts.
Frequently asked questions
Why start renewals six months early?
It leaves time to fix problems, bring in executives and prove value before the decision is made.
What should marketing own in a renewal?
Content, events, education and targeted outreach that keep the full committee engaged, in coordination with customer success.
How do I handle a champion who leaves?
Map other stakeholders early, build relationships beyond one contact and brief the new owner quickly.
Related service: Account-based marketing. See also pricing and client results.