B2B marketers are no different than any other business when it comes to the need to continuously Identify, Acquire, Retain and Grow Customer Relationships, or what we at Digital Intersection refer to as the Customer Relationship Development (CRD) Continuumsm. Effectively implemented, the CRD process places into motion relevant communications with prospect and customer segments to establish and grow valuable relationships over time, while at the same time maximizing the enterprises’ return on its marketing investment (ROMI).
Stages of Customer Relationship Development
Integrated Strategies to Profitably Grow Share & Revenues
Following the Stages of Customer Relationship Development, Digital Intersection typically begins the process of acquiring and growing customer relationships for our B2B clients by performing Profiling and Segmentation analysis to identify the most valuable customers. Once we have a clear picture of the most valuable customers, strategies are devised to develop targeted lists of suspects/prospects that fit the profile of the most valuable customers. With this insight in hand, integrated marketing tactics are employed to engage the prospect with the client enterprise’s value proposition:
- Customer Profiling & Segmentation Analysis
- Brand Positioning & Unique Value Proposition (UVP) Messaging
- List Research & Development
- Email marketing
- Organic and Paid SEO
- Trade Show & Event Marketing
- Content Marketing
- Direct Mail
- Measurement Against a Defined Set of KPIs
Where SEO (both organic and paid search) may play a major role in driving web traffic and inbound calls, email marketing plays a key role in nurturing prospective customers and keeping the marketer’s name top of mind throughout the sales cycle.