Comments on: Don’t Forget About Customer Marketing – B2B Marketing and Sales Tip #101 http://blog.reachforce.com/sales-and-marketing-tips/don%e2%80%99t-forget-about-customer-marketing-b2b-marketing-and-sales-tip-101/ B2B Marketing and Sales Tips Sun, 25 Oct 2009 20:38:27 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Cody Young @ Reachforce http://blog.reachforce.com/sales-and-marketing-tips/don%e2%80%99t-forget-about-customer-marketing-b2b-marketing-and-sales-tip-101/comment-page-1/#comment-1850 Cody Young @ Reachforce Fri, 30 May 2008 12:37:53 +0000 http://www.theb2blead.com/marketing-to-current-customers/don%e2%80%99t-forget-about-customer-marketing-b2b-marketing-and-sales-tip-101/#comment-1850 It's seems even stranger to re-use my previous posting from the book club discussion about Relationship Marketing, but the concept of making this a part of a company's DNA reinforces the CMO Council study findings .... Everyone knows that keeping current clients happy and engaged is by far the best way to grow and protect the bottom line, especially in uncertain economic times. That is why many companies I’ve talked to have been breaking out their playbooks and turning to the ‘Customer Retention’ page as plans are formed about how best to finish the 3rd and 4th Quarters this year. Hence, Relationship Marketing will likely ascend for a time as this year’s buzzword king-of-the-hill. Customer Retention is the result of a tactical mixture of activities aimed at finding out what matters most to customers, why, and whether or not a product or service meets or exceeds those expectations. And like any good relationship, the key is finding compelling ways to engage and communicate with customers in ways that really work – which, In a nutshell, is Relationship Marketing. Like any good marketing plan, Relationship Marketing needs to have the right elements in the mix. There are quite a few versions used for breaking these out, but the one I learned from a fellow name Todd Stine – and like the best – is yet another awkward acronym. U Understand (things your company does to really know what customers want and need) E Execute (things your company does to live up to customer expectations) A Add Value (things your company does to exceed customer expectations) C Communicate (things your company does to measure and quantify results driven performance) Drilling down and tailoring specific activities encompassed by UEAC is a function of the entire company. And a truly effective Relationship Marketing plan needs to pull resources from all corners of the company together and put them on the same page with a clear, integrated schedule of objectives and rewards as the blueprint for making them happen. It’s seems even stranger to re-use my previous posting from the book club discussion about Relationship Marketing, but the concept of making this a part of a company’s DNA reinforces the CMO Council study findings ….

Everyone knows that keeping current clients happy and engaged is by far the best way to grow and protect the bottom line, especially in uncertain economic times. That is why many companies I’ve talked to have been breaking out their playbooks and turning to the ‘Customer Retention’ page as plans are formed about how best to finish the 3rd and 4th Quarters this year. Hence, Relationship Marketing will likely ascend for a time as this year’s buzzword king-of-the-hill.

Customer Retention is the result of a tactical mixture of activities aimed at finding out what matters most to customers, why, and whether or not a product or service meets or exceeds those expectations. And like any good relationship, the key is finding compelling ways to engage and communicate with customers in ways that really work – which, In a nutshell, is Relationship Marketing.

Like any good marketing plan, Relationship Marketing needs to have the right elements in the mix. There are quite a few versions used for breaking these out, but the one I learned from a fellow name Todd Stine – and like the best – is yet another awkward acronym.

U Understand (things your company does to really know what customers want and need)
E Execute (things your company does to live up to customer expectations)
A Add Value (things your company does to exceed customer expectations)
C Communicate (things your company does to measure and quantify results driven performance)

Drilling down and tailoring specific activities encompassed by UEAC is a function of the entire company. And a truly effective Relationship Marketing plan needs to pull resources from all corners of the company together and put them on the same page with a clear, integrated schedule of objectives and rewards as the blueprint for making them happen.

]]> By: addsurveys http://blog.reachforce.com/sales-and-marketing-tips/don%e2%80%99t-forget-about-customer-marketing-b2b-marketing-and-sales-tip-101/comment-page-1/#comment-1846 addsurveys Thu, 29 May 2008 19:58:15 +0000 http://www.theb2blead.com/marketing-to-current-customers/don%e2%80%99t-forget-about-customer-marketing-b2b-marketing-and-sales-tip-101/#comment-1846 Before you create your <a href="http://www.addsurveys.com" rel="nofollow">customer survey</a> you should first determine what your objectives are for the research. The objective may be to increase profits, improve customer service, reduce employee turnover, determine how your customers perceive your latest product, or any number of other objectives Before you create your customer survey you should first determine what your objectives are for the research. The objective may be to increase profits, improve customer service, reduce employee turnover, determine how your customers perceive your latest product, or any number of other objectives

]]> By: Suaad Sait http://blog.reachforce.com/sales-and-marketing-tips/don%e2%80%99t-forget-about-customer-marketing-b2b-marketing-and-sales-tip-101/comment-page-1/#comment-1845 Suaad Sait Thu, 29 May 2008 18:15:45 +0000 http://www.theb2blead.com/marketing-to-current-customers/don%e2%80%99t-forget-about-customer-marketing-b2b-marketing-and-sales-tip-101/#comment-1845 It's strange for me to post back on my own blog but ... How timely check out the article on http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080505/FREE/491968804/1150/ISSUENEWS CMO Council study finds maximizing existing relationships takes a back seat to new leads The study found that only one-third of global marketers have strategies in place to win back dormant or lost customers, and only half have strategies to further penetrate or monetize key account relationships. It’s strange for me to post back on my own blog but … How timely check out the article on http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080505/FREE/491968804/1150/ISSUENEWS

CMO Council study finds maximizing existing relationships takes a back seat to new leads

The study found that only one-third of global marketers have strategies in place to win back dormant or lost customers, and only half have strategies to further penetrate or monetize key account relationships.

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