Account Based Advocacy
Take the buyer's journey one step further by developing an account-based customer journey for your high-value accounts. These lifecycles reflect a greater scope of the customer's experience and nurtures a longstanding and healthy relationship with your accounts and their key stakeholders. The final stages of the account-based journey place a high priority on guaranteeing customer satisfaction and transforming delighted fans to driving organic endorsement of your products and services.
The Four E's of the Account-Based Customer Journey
- Establish: Implement the use of your product or service
- Expand: Improve adoption your product or service to increase the deal size
- Extend: Sell upgrades or complimentary goods and services
- Endorse: Transform your fans into customer evangelists
Step One: Establish Your Solutions
You've invested in educating your prospect throughout the course of their buyer's journey, but that was just the start of your relationship. Now that they've made the purchase, it is time to begin fostering an intimate understanding of your solution. The most valuable time to provide training and support is immediately after the acquisition. Equipping new customers to maximize the utility of your solution will aid in its adoption and minimize the risk of customer churn.
Step Two: Expand Adoption
Step two of the account-based customer journey places an emphasis on targeting and delivering content to new contacts within the existing high-value customer account. Rather than expending precious resources to secure new accounts, there are opportunities for growth in the adoption of your product or service within an account to increase in the size of the original deal. Cross-selling to other contacts, departments, and business units within the account will exponentially increase the revenue from a single account. This step of the account-based customer journey also helps your sales team gain an intimate knowledge of the company culture, business practices, and policies and procedures. This knowledge will develop a more robust partnership and make doing future business with you easier and more efficient.
Step Three: Extend Within the Account
Upgrades and complimentary goods represent a high growth potential. Extending your existing account relationship to provide enhancements on the original solution will increase the size of your deals and the revenue associated with the account. Equipping your sales team with assets that clearly demonstrate the value add of updates and complimentary products ensures you capitalize on the growth potential within this step of the account-based customer journey.
Step Four: Endorsement of Your Evangelists
The last step of the account-based customer journey entails transforming the fans within your accounts into customer evangelists for 24/7 organic marketing. An evangelist is a delighted customer who represents an account that endorses your business with a positive message. Endorsements are based on trust and represent the ultimate form of authentic marketing. Consumers worldwide rely more on recommendations from a trusted contact than any other marketing collateral when making a purchasing decision. There is no better way to demonstrate the value proposition of your offer than in your customer's own voice. By providing a mechanism for your delighted contacts to endorse you in an unbiased way, it will be easier for your sales team to close more deals quickly.