---
title: Customer lifetime value (CLV)
description: Customer lifetime value (CLV) estimates the total revenue a business expects to earn from a customer over the duration of their relationship.
---

[B2B marketing glossary ](https://mixology-digital.com/glossary)

# [Customer lifetime value (CLV)](https://mixology-digital.com/glossary/clv)

 Written by [Mixology Digital](https://mixology-digital.com/glossary/author/mixology-digital) | Nov 14, 2025 11:55:48 AM

Customer lifetime value (CLV) estimates the total revenue a business expects to earn from a customer over the duration of their relationship. It helps determine how much can be justifiably invested into [acquisition](https://mixology-digital.com/glossary/acquisition) and retention.

In B2B marketing, CLV is influenced by contract size, renewal rate, and [upsell](https://mixology-digital.com/glossary/upsell) potential. It provides a forward-looking lens for prioritising accounts and forecasting profitability.

[View full post](https://mixology-digital.com/glossary/clv)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Mixology Digital"
  },
  "dateModified" : "2025-11-17T11:12:44.049Z",
  "datePublished" : "2025-11-14T11:55:48Z",
  "headline" : "Customer lifetime value (CLV)",
  "image" : {
    "@type" : "ImageObject",
    "height" : 60,
    "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
    "width" : 60
  },
  "mainEntityOfPage" : "https://mixology-digital.com/glossary/clv",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "B2B marketing glossary"
  }
}
```