You need to know your customers. But you can’t read their minds. So how do you learn more about the people you serve? You can always ask them. (And you should.) You can also mine insights from your own team. A customer insights workshop is an engaging way to learn what there is to know […]
If you’re an account manager, you should always be asking yourself: Am I managing my accounts? Or are they managing me? There’s a fine line between delivering on what your clients ask for (good) and doing their busy work for them, without adding strategic value (bad). You might wonder, if there’s good money in doing […]
Whether it’s losing a key account or not meeting internal growth goals, the last thing you need in uncertain times is an unpleasant surprise from a key customer. That means you have to keep your finger on the pulse of your accounts, regularly tracking customer engagement through an account health score. So how do you […]
It’s easy to spot the biggest sin of all in client management: losing the account. But by the time that happens, it’s already too late. So what behaviors can you look for — and try to avoid — in the meantime? In this post, we explore the Seven Deadly Sins of Key Account Management. And […]
The COVID crisis has forced many organizations to operate reactionally since early this year. And while the crisis is by no means over, it has become the new normal in some ways. Which means it’s time to pause, take a breath, and make the transition from reactive to proactive thinking. This week and next, we’re […]
As the saying goes, it’s not what you know—it’s who you know. This is especially true in niche industries, where everyone knows everyone, and the same people pop up over and over again over the course of your career. For these industries, key account management (KAM) isn’t optional. It’s essential. Here’s why: In niche industries, […]
Let’s face it: Now is a hard time to win new business. Across industries, budgets and teams are shrinking. Your customers have less money to spend—and when they do spend money, they need to see real results. A recent article from Harvard Business School reaffirms what we’ve always known—that customer-centric philosophies are the right path […]
Customer engagement is always important, which is why we write about it all the time. And while a recession doesn’t increase the importance of customer engagement, it certainly underscores it. In an economic boom, companies have some customer engagement cushion, meaning: even customers who aren’t completely engaged will keep paying the bills when things are […]
Customers are demanding more and more personalization. This is just as true in B2B as it is in B2C. As we’ve said before, no matter how niche your industry, your client is still a consumer in the world. As such, they expect a personalized experience with every brand they touch—including yours. Account-based marketing (ABM) is […]
In 2018, CSO Insights, the research division of the Miller Heiman Group, conducted a Buyer Preferences Survey with 500 B2B buyers working for medium to large-sized companies ($240M USD or greater) who made purchases of $10K or greater. They defined “buyers” broadly, as decision makers in business purchases—not just procurement teams. What they found was […]
