#92: B2B Growth in the Self-Serve Era

80% of your revenue comes from 20% of your customer base, and retaining those customers comes at a fraction of the price of acquiring new ones. Yet, many sales and marketing efforts are still locked on closing new leads with metric-centric objectives.

While new customers will always be essential for growth, retention is the only way to achieve the status of a profitable, valuable, growth-oriented company.

Therese Parkes, industry director for technology B2B at Google joins the show to share how to build a thoughtful retention strategy that allows you to get a deeper, wider concentration of customers across your organization to delight, retain, and pursue upselling opportunities.

Join us as we discuss:

• Shifting your ABM strategy to move beyond leads to signals to meet the needs of the modern digital customer
• Proven strategies for customer retention and holistic account health monitoring
• The importance of understanding and retaining high-value customers with segmenting, listening, and iteration