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 […]
B2B software companies often use a “Land and Expand” model, meaning: You land a customer with a small deal (such as a single department or team), and grow by expanding your footprint within the organization. Over time you add more users, more teams, more business units; you may also increase utilization of premium products and […]
If you’re banging your head against the wall trying to figure out how to win new customers, we have a thought for you: What if you’re standing at the wrong wall? Turn your attention instead to your company’s most valuable asset: Your existing customers. Make it your goal to truly engage with those customers, not […]
Ideally, everyone at your company is focused on delivering for the customer. But on a cross-functional team, it’s easy to get distracted by a specific role and the day-to-day stress of getting things done. That’s part of why Key Account Managers (KAMs) are so critical to maintaining a customer-centric approach. Key Account Managers are the […]
Even before the COVID-19-induced panic, many economists were predicting a recession in 2020. That recession is now bearing down on us, faster than anyone expected. But that doesn’t mean you should panic. In fact, the old British wartime maxim holds true: Keep calm and carry on. More specifically, spend time now investing in and solidifying […]
In a world with email and text and Slack and Zoom, it’s easier than ever to communicate with your clients remotely. And there are some real benefits to doing so—efficiency, flexibility, and consistency, to name a few. Telecommunication is an excellent resource for day-to-day deliverables. But the more things change, the more they stay the […]
In a cross-functional team, Key Account Managers are the voice of the client in the room. While everyone on the team—and in fact, everyone throughout the company—should be focused on delivering for the customer, KAMs are responsible for making sure it’s happening. They do that by owning and developing the client relationship, knowing the client […]
