Beefing Up “Top Customer” Programs

Today I was on a conference call with seven B2B marketing executives discussing their customer programs. They are all having their budgets scrutinized, with many already having a “no travel” policy in place. The exceptions are the significant customer programs (Customer Advisory Boards, Summits, etc) with their biggest customers.

This is a wonderful opportunity to collaborate with the sales organization to help them retain customers and drive revenue. In addition, we discussed that the content needs to illustrate unquestionable value for all parties customers and the host organization. 

One marketing executive mentioned that they are trying to blend strategic planning with their top customers and their programs. And by allowing the customer to have the opportunity to influence strategy, it is certainly bound to increase customer retention.

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