Full-Funnel B2B Marketing Show Episode 23. Using ABM for accelerating growth inside strategic accounts with Dan Gridin
Jul 9, 2020
54:32
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The lowest hanging fruit to scale revenue is to expand business with the existing customers. Yet most B2B organizations ignore it and focus heavily on lead generation.
After closing the deal, the customer stays alone with the product, randomly getting product updates and generic NPS surveys.
Once you deprioritize the client's success process, you leave money and opportunities on the table. When having a positive experience and tangible results, existing customers are happy to upgrade, buy add-ons, and provide referrals.
All you need is to build a process that helps customers get these results while collecting more information about the client's strategic goals and needs to expand the business.
Today, I'm going to chat with a good friend of mine and seasoned B2B marketer Dan Gridin, who helps B2B organizations strategically grow the target accounts.
You'll learn how to:
-- How to identify the best opportunities to grow strategic accounts
-- Step-by framework for creating effective account expansion plays
-- Real-world examples of effective account expansion programs
Dan Gridin on LinkedIn: https://www.linkedin.com/in/dangridin/
The lowest hanging fruit to scale revenue is to expand business with the existing customers. Yet most B2B organizations ignore it and focus heavily on lead generation.
After closing the deal, the customer stays alone with the product, randomly getting product updates and generic NPS surveys.
Once you deprioritize the client's success process, you leave money and opportunities on the table. When having a positive experience and tangible results, existing customers are happy to upgrade, buy add-ons, and provide referrals.
All you need is to build a process that helps customers get these results while collecting more information about the client's strategic goals and needs to expand the business.
Today, I'm going to chat with a good friend of mine and seasoned B2B marketer Dan Gridin, who helps B2B organizations strategically grow the target accounts.
You'll learn how to:
-- How to identify the best opportunities to grow strategic accounts
-- Step-by framework for creating effective account expansion plays
-- Real-world examples of effective account expansion programs
Dan Gridin on LinkedIn: https://www.linkedin.com/in/dangridin/