During this course you will learn to:

B2B buyers are more informed than ever, but this gives you more opportunities to engage. Learn how to map the customer touchpoints to maximise on this.

  • Follow our 8-step approach matching their needs to your proposition, creating trust and relevance.
  • Create clear objectives, define SMART success measures and produce structured account plans.
  • Using a 'Trusted Advisor' frame work, find out how to create true and profitable customer loyalty.


1 day (7 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
26/04/19 London (W1W 8SS) £510.00 £599.00 20

Course Information


The B2B Landscape

  • What makes B2B sales different to consumer interactions.
  • How are B2B interactions changing over time.
  • What is loyalty, what keeps a B2B buyer loyal and what are the challenges to loyalty.

The 8 steps to customer retention

  • Objectives and Targets
  • What can you measure, definitions and how to calculate these metrics.
  • Use SMART objectives to create a clear measure of success.

Solutions and Services

  • Differentiate between features and benefits and learn to use each as appropriate.
  • Develop your Unique Selling Proposition (USP) and make yourself stand out from your competitors.

Customer profiling

  • How to create a structured account plan, simple enough to manage and detailed enough to be insightful.
  • CRM systems and how they can support your business and processes.

Relevant messages

  • Ensure you make you content relevant based on what you now know about your customer.
  • Develop a solution maturity model.
  • Avoid ‘great’ becoming normal, by ensuring you grow your offering in-line with your client needs.

When and How to contact

  • Use the stages of the customer lifecycle and map each touchpoint to create a contact strategy.
  • Develop a structured account review approach to show the value of your business.

The customer voice

  • It’s essential to take your customers ‘pulse.’ How can you gain feedback and what approach is best for you.

Be a trusted advisor

  • Learn how to measure Trust as an equation. Measure your current trust status.
  • What are the behaviours of a trusted advisor and how will they benefit you and your clients

Putting the theory into practice

  • Using the frameworks and approaches learnt during the course, a workshop session to consider some common scenarios. Develop a 3 step action plan to begin to solve the issue.

Who Should Attend

  • Executives, account managers and those managing client accounts.


Nick Crawford, Director and Principal Consultant, Twist Consultancy Ltd

Drawing on a career which begin heading up call centre teams, developed into customer experience measurement and then moved to data led online campaigns, Nick’s mission is to help businesses win & retain customers with relevant & engaging marketing.

Drawing on over 15 years agency & client side delivery experience across B2C & B2B, Nick created Twist Consultancy providing data-driven strategic planning and training to improve how brands connect to people.
B2B Client and customer retention has been a major part of his career, As Senior Account Director, Nick headed up a dedicated client team of 6 including 3 Account Directors, across multiple senior client stakeholders, with a total retained annual account revenue in excess of £3m.

In addition to his consultancy, Nick Tutors for the IDM and is an elected member of the DMA Email council.


London (W1W 8SS)

Why do it with the IDM?

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The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

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