How to Drive High-Quality Account Growth in the IT Sector Through B2B Marketing
Posted: Tue Dec 03, 2024 8:27 am
How to Drive High-Quality Account Growth in the IT Sector Through B2B Marketing
CMOs (Chief Marketing Officers) of B2B organizations in the IT environment often fail to achieve annual growth targets. There may be several reasons for this, and this is despite the fact that they have the opportunity to grow sales with their existing customer base.
According to the latest report from the consulting firm chinese overseas british data Gartner , marketers should unlock the growth of accounts from already acquired customers. This is a more effective method than spending efforts on conquering new markets. To do this, after an analysis of the best strategies to follow, they give a series of tips on how to boost these high-quality accounts (they define which are the tactics most likely to generate and capture growth opportunities).
High-quality account growth is more profitable than new account growth, so it is very important to protect and strengthen them amidst the challenges facing the B2B and IT sectors.
They claim that customer satisfaction is related to repeat purchases, but it does not predict account growth and therefore does not seem to be a strategy to be prioritized over other avenues. The same is true for retention measures. However, they highly value, if growth is to be encouraged, reinforcing customer confidence in decision-making and in the commitment to change.
Among the methods used are attempts to convince customers that it is better to upgrade to a new technology, new related products, support, premium accounts, larger scales, new products or additional services. But one of the best ways is to encourage them to grow their business , according to Gartner.
This has been seen in the strategies adopted during the pandemic. Precisely, the change in model that this leap towards digital purchasing has entailed has turned online marketing – and ICT companies are no exception – into one of the great bastions for obtaining value and reinforcing decisions.
CMOs (Chief Marketing Officers) of B2B organizations in the IT environment often fail to achieve annual growth targets. There may be several reasons for this, and this is despite the fact that they have the opportunity to grow sales with their existing customer base.
According to the latest report from the consulting firm chinese overseas british data Gartner , marketers should unlock the growth of accounts from already acquired customers. This is a more effective method than spending efforts on conquering new markets. To do this, after an analysis of the best strategies to follow, they give a series of tips on how to boost these high-quality accounts (they define which are the tactics most likely to generate and capture growth opportunities).
High-quality account growth is more profitable than new account growth, so it is very important to protect and strengthen them amidst the challenges facing the B2B and IT sectors.
They claim that customer satisfaction is related to repeat purchases, but it does not predict account growth and therefore does not seem to be a strategy to be prioritized over other avenues. The same is true for retention measures. However, they highly value, if growth is to be encouraged, reinforcing customer confidence in decision-making and in the commitment to change.
Among the methods used are attempts to convince customers that it is better to upgrade to a new technology, new related products, support, premium accounts, larger scales, new products or additional services. But one of the best ways is to encourage them to grow their business , according to Gartner.
This has been seen in the strategies adopted during the pandemic. Precisely, the change in model that this leap towards digital purchasing has entailed has turned online marketing – and ICT companies are no exception – into one of the great bastions for obtaining value and reinforcing decisions.