We’ve all heard of the authors of Chapter 7, Peppers and Rogers, and although they are typically more B2C focused there’s a few good points in this chapter worth mentioning. Whether we’re B2B or B2C, marketing to our customers is important. We all know or have at least heard that 80% of our business comes from 20% of our customers. So are we doing enough to keep the 20% that generate the most revenue for us?

As B2B Marketers, we are now able to personalize almost everything we do (one-to-one marketing). This is especially true when it comes to marketing to our customers. We are able to call out specifics about each individual customer engagement and tailor our messaging directly to them. Peppers and Rogers list 5 questions we need to be able to answer before building out these personalized programs.

“To increase your share of customer, one customer at a time, you need answers to these questions:

1. Which customers are the most valuable ones, and why?
2. Which of your current customers aren’t worth catering to at all?
3. Which customers will give you more business by referring others to you?
4. Which prospects would you like to convert to customers?
5. What types of consumers [leads] do you consider real prospects?”

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