Gartner Research

Four Ways B2B Marketers Can Generate Demand Within Existing Accounts

Published: 04 May 2016

ID: G00307525

Analyst(s): Noah Elkin , Adam Sarner

Summary

B2B marketing leaders should be generating demand from both prospects and existing customers. Better use of data, predictive analytics, focused content and new account-based marketing strategies can help B2B marketers create upsell and cross-sell opportunities for sales reps and partners.

Table Of Contents

Introduction

Analysis

  • Four Ways Marketers Can Increase Share of Wallet
    • Identify Important Data Points and Use Dashboards to Uncover Hidden Opportunities
    • Use Predictive Analytics to Identify the Best Fits for Upsell, Cross-Sell and Expansion From Your Existing Customer Base
    • Develop Customer Segments and Content That Will Both Match Life Cycle Journeys and Enable Sales Reps and Partners
    • Employ Account-Based Marketing Techniques to Expand Key Accounts
  • What to Do Next

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