It is a business truth that all clients are not equal. Some are more profitable than others. And some have better growth potential than others.
It’s also true that retaining existing clients is generally more cost-effective and more profitable than acquiring new ones and loyal clients are most likely to be the source of referral and recommendation.

A well designed and carefully executed account-based marketing program will help you to protect and grow your most valuable clients. Account-based marketing is all about focusing and directing your marketing resources and budget to the best opportunities.

It’s not a new approach, but with the advent of marketing technologies, it’s now a viable one for all businesses.

Critical success factors are:

• Keeping it manageable and achievable – either scaling your strategy to your internal resources, or bolstering your in-house team with an external agency
• Identifying the best opportunities, meaning those clients that represent the greatest growth and profitability potential
• Identifying all buyers and influencers, and their preferred communication and engagement channels
• Creating personalised, relevant content for each individual
• Monitoring, measuring and, when required, adjusting your efforts.