As customer demands and dynamics shift, smart B2B companies are exploring account based engagement (ABE): an integrated approach to marketing, sales, and service that “shifts the [marketing] paradigm from just generating and closing leads to orchestrating opportunities in the complex ecosystem of larger accounts.” This should sound familiar to key account managers, who have been […]
The Customer Engagement Economy is here—and it’s here to stay. That means it’s not enough to win new business. Customer needs are changing, and the only way to meet them is to dive into customer relationships, adding value in increasingly bespoke ways. Today’s customers demand that you: Understand their business Make them more competitive Deliver […]
In a recession, every customer is at higher risk of churn. So how do you make sure you’re protecting—and even growing—your key accounts? Account planning is the structure that supports you and your customers in good and bad times. It’s the only path to delivering value, which is the only way to keep your customers […]
As we’ve written before, the Customer Engagement Economy is here to stay. That means your customers are demanding more than ever, and simple transactions won’t be enough—you need to build long-term engagement to drive profitable, resilient growth. Companies who drive retention and organic growth through a deep understanding of their clients, clear action plans, and […]
At Kapta, we want you to be more than just a vendor; our key account management software propels you to be an indispensable strategic partner. Our KAM Process™ will allow you to learn more than you ever expected about your clients, to act more quickly and effectively on their behalf, and to demonstrate value, time […]
Key account management—focusing on the development of a company’s most strategic accounts—is at the center of everything we at Kapta do. But the question often gets asked: what’s the difference between a “key” account and a “regular” account? One typical way of defining a key account is to look at the “80/20 rule”—the oft-true premise […]
It’s the final quarter of the year—time to assess where you stand, identify gaps, and make adjustments to ensure you hit your goals. Doing so allows you to proactively realign yourself with your customers and get back on track for a successful year end. Plus, you’ll set yourself up for an excellent start in the […]
Here’s a radical thought: Recessions don’t change anything. Okay, okay. Here’s a more nuanced take: Recessions don’t fundamentally change best practices for customer engagement—they just raise the stakes. Whereas before, you might be able to get away with lackluster customer engagement, a recession puts you at even greater risk of churn. Key accounts have always […]
It’s been a long, weird year (and it’s not over yet). We’ve all had to rethink our original plans (personal and professional), and while we at Kapta spend many days counting our blessings, we’re feeling the disappointment this week: October 6-7 would have been our 3rd annual KAMCon. We’re really missing the chance to engage, […]
It’s a key account manager’s worst nightmare: One day, out of nowhere, you lose a major customer. Sometimes it’s completely outside your control. But most of the time, if it seems like it’s coming “out of nowhere,” chances are you weren’t watching closely enough—or you weren’t looking at the right indicators. Customers are harder to […]
