B2B companies are under pressure to grow revenue on existing accounts.
Eighty-five percent of B2B marketers who responded to the 2019 Gartner Account Growth Marketing Poll say there are uncapitalized growth opportunities within existing accounts. Marketers are spending two-thirds of their time growing and retaining these existing customers.
“Because we’re a leader in our space,” one marketer reported, “totally new customers are less and less out there. We have to derive our revenue from existing customers, understanding the most effective ways of driving cross-sell/upsell behavior.”
Yet marketers find it difficult to effectively upsell. “Most B2B commercial leaders agree they are failing to capitalize on existing opportunities,” says Martha Mathers, Managing Vice President, Gartner. “Over half of B2B marketing functions have missed their account growth goal targets at least once in the past 3 years.”
What B2B marketing techniques have the biggest impact on account growth?
Gartner identified the three drivers that B2B marketers believe have the biggest influence on account growth and tested their impact in a survey of 1,100 B2B customers.