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ABSTRACT:
The goal of Relationship Marketing (RM) is to develop and maintain a base of committed customers who generate profit for the organization. Nowhere is RM more important than in the B2B context, where continued business from an established client base generates the lion's share of revenue. While RM initiatives are standard in B2B enterprises, marketers seldom adopt a rigorous, data-driven approach to understanding and managing their ongoing interaction with customers and the impact of RM activities on their business. In this paper, we propose that managed customer engagement is a critical path to promoting advocacy for your brand and driving business results. We describe insights gained from years of client work across a range of industries, and outline steps for developing an analytics-based RM engagement management and tracking system.
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Authors
Andy Hasselwander
Vice President Marketing Sciences
,
MarketBridge
Andy is Vice President of Marketing Sciences at MarketBridge Corporation, based in Bethesda, MD. Andy has been with MarketBridge for ten years. Before joining the firm, Andy worked in Operations Research in the telecomm industry. At MarketBridge, Andy has led numerous analytical engagements with clients across the Financial Services and High Tech industries. Highlights include developing an IPO pricing model for a major investment bank building numerous marketing and sales optimization models and optimizing B2B direct and relationship marketing strategies leveraging the power of data mining.
Laird Rawsthorne
Associate
,
MarketBridge
Laird Rawsthorne is an associate in the Marketing Sciences Group, based in San Francisco. He has 7-plus years experience in primary research and marketing analytics in Consumer Packaged Goods, Financial Services, and Technology industries. Previously, Laird served as director of research and market strategy at NuVista Strategies, where he developed global market structures and portfolio strategies for Fortune 500 clients. Laird also held positions in market research and analytics at Allstate and IBM, leading work on predictive modeling, market segmentation, and brand architecture and positioning. He holds a B.A. degree in psychology and a Doctor of Philosophy in social psychology from the University of Rochester.
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