#92: B2B Growth in the Self-Serve Era

80% of your revenue comes from 20% of your customer base, and retaining those customers comes at a fraction of the price of acquiring new ones. Yet, many sales and marketing efforts are still locked on closing new leads with metric-centric objectives.While new customers will always be essential for growth, retention is the only way to achieve the status of a profitable, valuable, growth-oriented company.Therese Parkes, industry director for technology B2B at Google joins the show to share how to build a thoughtful retention strategy that allows you to get a deeper, wider concentration of customers across your organization to delight, retain, and pursue upselling opportunities.Join us as we discuss:Shifting your ABM strategy to move beyond leads to signals to meet the needs of the modern digital customerProven strategies for customer retention and holistic account health monitoringThe importance of understanding and retaining high-value customers with segmenting, listening, and iteration