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And because KAM requires an intimate relationship with accounts involved, salespeople must regularly meet up or touch base with their key account customers. The term KAM, or key account management, implies an ongoing process or endeavor. By being genuinely interested, it means salespeople should learn how to actively listen.

Hence, you must master your industry and ensure you know the ins and outs of your company and your clients to help keep these accounts long-term. Moreover, because Key Account Management is a process that doesn’t just include sales, KAMs will have to liaise with other departments to meet customer expectations across the board. This suggests that 20% of your accounts are responsible for 80% of the outcome (revenue.) This fact is true for most companies. In short, while both roles involve managing customer accounts, Key Account Management involves deeper engagement, strategic planning, and collaboration with a select group of crucial clients. This includes creating offers that are exclusive to key accounts. Plus, we're featuring articles by contributing writers Dr. Bharani Nagarathnam and Frank Hurtte, as well as interviews with numerous product and distribution industry experts.

Nick Verity is the CEO of Cleverly, a top B2B lead generation agency that helps service based companies scale through data-driven outreach. 10,000+ companies trust Cleverly to turn account-based strategy into sales-ready meetings across LinkedIn, email, and phone. Being aware of your experience, and maturity level helps in having a phased approach to Key Account Management in your digital transformation journey. Choosing the right key account management tool to implement Key Account Management best practices is crucial.

You stay in their orbit with relevant touches, insights, and follow-ups until the timing is right. Then you build a focused list based on those criteria, not a massive one. The target account selling methodology is built around focused, research-backed engagement. Cleverly executes target account outreach using LinkedIn, pay-per-meeting cold email, and guaranteed cold calling – engaging every key stakeholder. Target account selling is a B2B sales strategy where your team focuses exclusively on a pre-selected list of high-value accounts, rather than prospecting broadly and hoping for the best. Instead of chasing volume, you focus your time and energy on a shortlist of high-fit accounts that actually match your ideal customer profile.

Use Digital Tools to Guide Your Account Selection

• Though we’re unable to respond directly, your feedback helps us improve this experience for everyone.
• The goal is to unlock enterprise-level opportunities by concentrating the team’s effort and time on critical accounts.
• Regardless of who establishes the metrics, numbers are crucial for key account management success.

Unless customers feel that companies genuinely care for them and have their best interests at heart, they won’t do business. Key account management strategies are like romantic relationships. Examples of other metrics salespeople can use to objectively monitor key account management performance include turnaround time and satisfaction rating. Without numbers, it’s very hard or impossible for salespeople to objectively determine how good or bad they’re doing. When salespeople start implementing a key account management strategy, they should consider starting small. If the company has a formal key account management strategy in place, the company has done half the job.

A Complete Key Account Management (KAM) Guide for 2024

As a result, becoming more complex and creating a competitive landscape that requires constant learning to keep up. However, key account managers understand that markets, industries, and trends constantly change. All successful key account managers should have a keen appetite for learning. Hence Key Account managers should understand your industry and business, otherwise, they won’t be able to communicate why the product they offer is the best deal. Overall, this requires understanding the importance of an adequately timed offer, persuasive presentation skills, and the confidence to push forward or fall back with a sale

Master the retail industry competitive analysis process with our actionable guide. Semir is the CEO and Co-Founder of Salesmotion, a B2B account intelligence platform that helps sales teams research accounts in minutes instead of hours. Salesmotion is the account intelligence platform that automates signal monitoring and turns real-time insights into actionable GTM plays. ABM is often a tactic within a larger key account management program.

Key Account Manager Job Description

Another critical skill in key account management is business acumen. Above all, you’ll need to be able to think strategically and outside the box. Importantly, while some companies simply assign existing sales reps to act as KAMs for one or two customers, I’ve found that this isn’t usually the best approach.

This requires a level of proactiveness and curiosity that might seem overwhelming for account managers who have not come from an account executive background, but it’s a skill that can be learned. Map the account and build at least 3-5 relationships at different levels of the org. I cringe thinking about it now, but because I was just so junior and didn’t understand how to properly run a meeting there were a lot of awkward silences, and there wasn’t a clear agenda. I’ve made the mistake of not preparing my internal executive stakeholder for meetings I’ve had with the CTO of a mid-sized bank. Very few people are able to understand what is needed at the highest level. Every department and level will have priorities that they will focus on.

How to Implement Automated Meeting Briefs

I’ve found that key account managers provide a more coordinated approach between their company and a client company. Any long-term seller knows that in order to get the resources required to make the biggest deals happen you need to sell internally to determine which opportunities are deserving of our internal resources. Your biggest accounts aren’t won or lost on product alone — they’re influenced by how well you read the room, anticipate objections, and build real trust.

Despite its benefits, most companies—87%—aren’t among the best when it comes to account management. Get the necessary buy-in and streamline the process by visualizing your key account management model in Lucidchart. As you continue to invest in the success of your partners, you’ll help each other to add innovation and value, which ultimately results in both you and your clients becoming deeply invested in each other’s future. As previously mentioned, one of the primary objectives of key account management is to build lasting relationships that benefit both your company and the business. Early on, you’ll want to know who the strong influencers and potential buyers are in order to optimize your time.

Beyond a core definition, we find that having a shared understanding of the following six components of key account management helps as well. Clearly, developing and improving your key account management skills is crucial for effectively managing and nurturing your most valuable client relationships. However, there are times that sales volume isn’t the only crucial metric to use in key account management strategies. Formal key account management strategies are the opposite of that — they’re the plans salespeople make to avoid failure. This is one of the most practical key account management strategies for elevating every interaction and showing a deep understanding of the client's business.

Whitepaper: The Impact of Digital Key Account Management on Sales Enablement

Strategic selling helps you meet the challenges of the modern workplace with confidence. This lens allowed our team to uncover nuanced findings that challenge the industry’s prior understanding of managing key account relationships. Once you have a product, selecting the right online sales channel is crucial to reach your target Key account selling audience effectively.

Let’s look at some best practices that help KAMs fuel sustainable growth in the consumer goods industry.(Back to top.) There are tools that can help — tools that use the brand’s data to provide deeper insights and tailored solutions. Effective CG key account management requires an approach that recognizes the value of existing relationships. To succeed in this role, key account managers must have a talent for project management, strategic planning, and accurate analysis of account trends.(Back to top.) This becomes even more complex in larger companies selling multiple brands or categories within a single account. They dig deep into understanding the needs of stakeholders, their departments, and shoppers at important, typically large, “key” accounts.

If you don’t have any formally designated key account managers (few small businesses do), consider who in your organization best fits the above criteria. If Outgrow were your client, you might consider what your product does that helps them deliver that. They might have been stung by poor communication or their product is evolving quickly and they’re looking for hands-on support. Treat this step-by-step guide below as a repeatable roadmap for understanding and exceeding your VIP customers’ needs. Although all customers are unique, setting up key accounts for success usually involves the same high-level actions. Just as effective KAM can help your business, a careless approach can cause you to waste resources and jeopardize important relationships.

Shopify B2B 2026: When Shopify Plus Works

We define laggards as companies that saw their revenue growth fall below the lower quartile for their industry and region in 2024. We define winners as companies that achieved revenue growth above the upper quartile for their sector and region in 2024 and that demonstrated positive gross margin growth. For 2025, companies expect 1.3 times revenue growth on average compared with 2024. As inflation tapered in 2024, many business-to-business (B2B) companies globally posted a strong year, with 54% exceeding their revenue growth targets and 14% achieving their targets. Iterative testing allows for ongoing optimization, enabling businesses to adapt to changing trends, preferences, and challenges. This includes testing different elements such as subject lines, content variations, and CTAs to identify what resonates best with the audience.

Technographic segmentation categorizes customers based on the tools and systems they use, offering a clear view of their technology stack. Furthermore, behavioral attributes can give your go-to-market and product teams insight into widely used areas of your product, potential pain points, and opportunities for upgrades or enhanced usage. By analyzing this data, you gain insights into customer priorities, product usage patterns, expansion opportunities, and renewals. Behavioral segmentation focuses on customers' interactions with your brand, products, and services.

The company primarily targets the so-called “Chardonnay Girls” target market which consists of confident, optimistic, fashion-conscious women in the age bracket. Vans is now taking advantage of the athleisure trend target market and has a much broader appeal, but the company’s stores continue their retro, skateboarding vibe. The brand appealed to so-called “misfits and rebels” who saw these sports as not only a hobby or passion but a lifestyle choice. From this, Nike defined a target market of mostly younger consumers who were interested in fitness and possessed the disposal income to invest in equipment and achieve their goals. As part of its rebranding effort, the company analyzed the benefits of owning its apparel, shoes, equipment, and accessories. Nike started out marketing to professional athletes and then expanded its business model to incorporate “everyday” athletes and sports enthusiasts.

In which markets can you provide support?

Risk stays moderate because the audience already trusts the brand. It works well for companies with strong customer relationships and a clear understanding of audience preferences. This route strengthens promotion, improves branding, and adjusts pricing within familiar territory. The best approach always aligns with the company’s size, industry, resources, and competitive landscape.

Key Features of Shopify B2B Commerce

At the start of my marketing career, I managed two small email lists and quickly discovered why email marketing delivers an average ROI of $36-40 for every dollar spent. Competitive pricing, mobile-first techniques, and robust IT infrastructure additionally aid the market's growth, making Asia-Pacific a critical hub for B2B SaaS adoption. Key markets such as China, India and Southeast Asia are leading, fuelled through expanding SMEs and a rising cognizance on performance and scalability. Businesses increasingly more depend on SaaS platforms for CRM, ERP, advertising automation, and collaboration tools to enhance operational performance. The U.S. remains a key hub for worldwide SaaS innovation and marketplace growth. Additionally, cybersecurity dangers and data privacy issues are developing, worrying stronger security features.

This could involve crafting blog posts, videos, or social media content to address your target customers’ unique interests or challenges. In contrast to consumer-based positioning, brands must not neglect competitor-based positioning. For example, a beauty brand may develop unique campaigns for various age demographics, emphasizing that the product suits each group’s specific skin needs. We work with companies of all sizes, from small businesses (SMEs) to the world’s largest international brands, and market research is important to them all. A market research agency designs and conducts structured research studies to help organisations understand customers, competitors, markets, and brand performance. As one of the top market research agencies and insight consultancies, Vision One helps brands move forward with confidence and control.

Whether you’re a fast-growing e-commerce brand or a global retail chain, the key is to align platform capabilities with your operational and strategic goals. I think the brands that thrive are the ones that blend innovation with authenticity, creating meaningful, personalized experiences that resonate with consumers. By 2025, I foresee personalization advancing beyond basic customization and enabling brands to deliver hyper-personalized content and recommendations.

• If you focus on inbound marketing, tools that help capture and nurture leads are a good choice.
• It is essential to differentiate between Shopify’s standard B2B capabilities, possible with apps and workarounds, and Shopify Plus B2B, a stronger offering designed for higher-volume, higher-growth wholesale brands.
• The drag-and-drop calendar and hashtag suggestions help marketers plan posts that align with brand aesthetics and drive engagement.
• We also included a list of “point-solutions” to show an example of what a custom-stack of point solutions might look like and its cost.
• Join other ecommerce brands that are growing with HubSpot’s email marketing.

The goal is to start personalizing how you sell, market, and support based on what each segment cares about. B2B customer segmentation is the practice of dividing your target market into distinct groups based on shared characteristics, pain points, or behavioral patterns. Your product team builds features for an imaginary typical customerI who doesn't exist. A price-focused buyer won't respond to the same pitch as someone who wants premium features and dedicated support. A 10-person startup has different needs than a 5,000-person enterprise. B2B customer segmentation is the practice of grouping your target market into segments based on shared characteristics, pain points, or behavioral patterns.

This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process. It’s about understanding customer needs, market demand, pricing strategies and industry trends. For any business, market research agencies possess a deep understanding of research and how to achieve the desired results. Combining advanced analytics with qualitative insight and customer journey mapping, we uncover the ‘why’ behind customer decisions—empowering businesses to enhance experiences, build stronger relationships, and drive sustainable growth. Our services include customer experience (CX) research, customer satisfaction studies (cSat), and customer segmentation to reveal what drives loyalty and behaviour.

Understanding these distinctions allows businesses to tailor their approach for maximum relevance. For example, a small startup in tech may have vastly different needs than a large corporation in manufacturing. B2B market segmentation offers businesses several key advantages. In contrast, B2B views businesses as entities with shared goals like productivity and growth. B2B market segmentation is about simplifying a vast business marketplace into smaller, manageable groups with shared characteristics.

For example, a brand email that lets me know a product on my wishlist is on sale will, more likely than not, turn me into a loyal and appreciative customer. While a buyer persona represents your ideal customer, a negative — or exclusionary — persona represents who you don't want as a customer. Buyer personas include the “why” behind customer behavior, not just the “what.” In just a few thoughtful steps, you’ll walk away with consumer stories and profiles representing your customer base. In this piece, I‘ll explain what a buyer persona is and show you how to combine different research methods to create detailed personas.

Organizations managing high promotional volumes, multi-region rollouts, or parallel brand configurations benefit from infrastructure supporting throughput spikes without degradation. Retail and e-commerce businesses drive incremental margin through personalized incentives, demonstrated by Breville unifying promotions and loyalty across markets. Quick service restaurants can grow order frequency with real-time incentives, evidenced by McDonald's scaling loyalty to three markets in five months. The pricing model allows organizations to start small and scale without prohibitive upfront costs. Options include dedicated hosting, custom SLAs, enhanced security controls, and tailored team training.

A small but growing slice (3% of B2B marketers overall and 6% of pacesetters) say agents are core to their strategies. Pacesetters (established, advanced, and leading marketers in the category) are more likely to use them, with 43% saying they experiment with AI agents. More than a quarter (28%) of B2B marketers say they experiment with AI agents. Most marketers are exploring or developing their AI approach. The most common challenges Customer segmentation for B2B marketing are the same as those identified in last year’s survey. The biggest driver of improvement is people-related, with 74% pointing to strategy refinement.

When you’re ready to put all of these tips into practice, check out our full-featured email marketing service, Marketing Campaigns. Segmentation allows you to tailor your email content to match the specific challenges and interests of different business segments. Plus, when the time comes to make a purchase decision, your brand stands out as the knowledgeable choice. ABM transforms your email marketing from a shout into a whisper directly into the ear of your most valuable prospects.