1/4/2023 0 Comments Expanding client base![]() Share client input across the entire company.Outside of getting your data organized to help you identify, segment and engage your clients, establishing a formal process to capture your client’s input is critical to long-term partnerships and loyal advocates. Create customer segments and widely socialize that information within your organization to align all teams on the goals and objectives: Putting this process in place also sets the stage for an overall client engagement strategy, so it is critical that all teams – marketing, sales and account/client management – are in alignment and frequently communicate their respective programs to keep the client experience central and your messages consistent.Įstablish a client profile that outlines where clients are in their maturity model based on your ideal lifetime value. Establish a clear process for managing the transition from qualified opportunities to new clients and outline when, how, or if marketing should engage. Once you have the taxonomy outlined, it should be a simple exercise to align the ownership of the various client stages. ![]() Leveraging both account and contact values will provide significant value in preparation for client onboarding and engagement. ![]() #Expanding client base how toThis agreement becomes crucial when we need to understand how to work with new leads, new lines of business, or new geographical locations within existing client accounts. I’ve organized some simple categories that can help you establish the needed structure to successfully build and grow your client engagement programs.Įstablish an agreed-upon definition of what a client is and what fields you will use to make sure there is consistency across the teams and the systems. So before we get ahead of ourselves and jump right into launching client programs – let’s do some strategic thinking first. I’d like to see equal, if not more, focus on the customer with more attention to ACME’s “E”:Įxpand – The ability to drive additional value from your customers and grow a substantial base of advocates to assist your company with attracting and acquiring new prospects. We’ve seen so much focus on the top of the funnel – the “A” and the “C,” programs, strategies, apps, even entire companies focused on providing optimized capabilities to help us acquire and convert new business. This approach gives us our “ACME” factory. We’ve categorized these core elements like this: ![]() For those new to us: DemandGen has a framework that brings together marketing, sales, systems and processes, aiding organizations to better attract new prospects, accelerate pipeline, and engage, retain and build customer loyalty. Regular readers of the DemandGen blog will be familiar with our Demand Factory™ and its framework that we have dubbed ACME. With all the time and budget we spend on capturing new clients – I’m surprised at the limited programs I see focused on client engagement and growth. ![]()
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