Learn Share Networ
Jul 27, 2015
#IS2015
Matt HeinzPresident, Heinz Marketing Inc
[email protected] @heinzmarketing
Account Management Best Practices: Strategies, Tactics & More to Increase
Retention, Loyalty & Lifetime Value
#IS2015
Housekeeping
• Copy of this deck
• Offers for you• 10 minute brainstorm: “Your hardest problem”• Successful Selling• Modern Marketer’s Field Guide• Content Marketing Best Practice Guide• B2B Sales & Marketing Metrics Best Practices Guide
• Send me an email ([email protected]) or hand me a business card with what you want
#IS2015
Objectives & Measures of Success
Organization
• Retention
• Loyalty
• NetPromoter score
• Renewals
• Land & expand
• Referrals
Individual
• Average NetPromoter score
• Cross-channel touches
• Book of business
• Referrals
#IS2015
Account Management Roles
• Be intentional and clear with your team• Trusted, go-to expert• Community manager• Cheerleader• Salesperson
• Have you trained in these roles?
• Have you practiced…• Tone• Language• Nomenclature• Etiquette
#IS2015
Customer & industry knowledge
• Do they understand…• Industry jargon• Seasonal calendar & events• Acronyms• Work cycles
#IS2015
Skill sets
• Time management & triage
• Daily execution discipline
• The art of conversation
• Active listening
• Trouble signs
#IS2015
Matt’s Daily Do List
1.Schedule (yesterday & today - follow-ups, thank yous, LinkedIn requests)2.Touch Base (birthdays, Likes)3.Thank you notes4.Chochkie mailings – notepads, coasters, water bottles, notebooks?5.Tweepi (#mktggenius, #mktgnation, #forrforum, #martech, #salesacceleration, #sdsummit, #b2bsummit, #socialhangout, @chiefmartec)6. Named Account engagement6.5 @Action clean-out7.Gmail7.5. Google+ adds & Plus-Ones8.Cell phone voicemails
8.5. QuotaDeck9.Text messages10.Contactually (including the Bucket Game)11.Reading folder12.Salesloft Prospector follow-up13.Endorsements (skills, Kred, Klout)13.5. LinkedIn group approvals14. Facebook review15.Feedly review15.5. SFDC leads (no source, web site visits)16. Buffer refill17.Moleskine To-Do list19.Engage (Comments, LinkedIn Groups)
#IS2015
Relationship-building tactics
• Get personal!
• Build a relationship with the person, not the persona
• 3x3 process
• Find them on alternative channels – Pinterest, Instagram, etc.
#IS2015
Content nurture & curation
• Drip content across channels
• Industry news & blogs
• Centralized curation
• Scheduled & situational
• Be the go-to!
#IS2015
The Seven Productivity Habits
1. Project Lists
2. Task Lists, Organization & Filtering
3. Email Management
4. Note Taking, Triage & Filing
5. Time Management
6. Idea Capture
7. Automation & Reminder Tools