So many of us in B2B marketing know the challenges of maintaining good customer relationships especially when a competitor moves into our territory. But, how many of us can truly describe what that relationship is and why our customers are truly loyal? Building a campaign to identify, and nurture that loyal customer requires a well thought out and tactical approach.
First who are your top customers? How do you qualify them? Do you identify them based on past revenue, potential revenue, or are they a high profile or reference account? I am sure your top customers fall into that 80:20 rule but let's look beyond the initial 20% - these are the businesses that most likely have no strong relationships and are worth your attention.
I would be interested in hearing comments about challenges and opportunities of developing and maintaining a customer campaign. And... if you are part of a channel program - I would really like to hear from you!
