How can you build a pipeline of potential clients for account management?

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Account management is a crucial skill for building long-term relationships with your clients and growing your business. But before you can manage your accounts, you need to find and qualify potential clients who are a good fit for your services. How can you build a pipeline of prospects for account management? Here are some tips to help you.

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1 Identify your ideal client profile

The first step to building a pipeline is to define your ideal client profile (ICP). This is a description of the type of client that you can serve best, based on their industry, size, budget, goals, challenges, and other criteria. Your ICP will help you narrow down your target market and focus your outreach efforts on the most relevant and qualified leads.

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Asha P.

VP, Success & Ops @ Devensoft | Championing Value-First CX Strategies
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To build a pipeline of potential clients for account management, utilize digital marketing (SEO, content marketing, social media) to attract leads. Network at industry events and use referral programs to gain recommendations. Implement a CRM system for tracking and follow-ups. Analyze market trends and client feedback to refine your value proposition. Consistently nurture leads with personalized communication and valuable insights to convert them into clients, maintaining a healthy client pipeline.

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2 Research and source leads

The next step is to research and source leads that match your ICP. You can use various methods and tools to find potential clients, such as online directories, social media, referrals, events, webinars, podcasts, blogs, and newsletters. You can also use platforms like LinkedIn, Crunchbase, or ZoomInfo to get more information about your leads, such as their contact details, company background, and recent news. The more you know about your leads, the better you can tailor your approach and value proposition to them.

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Asha P.

VP, Success & Ops @ Devensoft | Championing Value-First CX Strategies
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1. Attend industry events, webinars, and join professional groups to meet potential clients. 2. Use platforms like LinkedIn to connect/ engage potential clients. 3. Share insights, case studies, and solutions that address common challenges in your target market. 4. Encourage current clients to refer new prospects by offering incentives or recognition. 5. Use personalized emails and calls to introduce your services to potential clients. 6. Collaborate with complementary businesses to access their customer base. 7. Optimize your website and content to attract clients searching for related services online. 8. Run ads on social media and search engines targeting your ideal client profiles.

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Lisa Honaker

Visionary Leader | Innovative Strategy & Execution Developer | Creative Change Leader | Driving & Maximizing Sustaining Results | High Performing Teams Builder | Developing & Inspiring Future Talent
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Research! Do your homework. Understand your customer, their functional area and their industry. Understand the headwinds and tailwinds affecting them. From there, you can open up meaningful dialogues because you will be seen as a potential problem solver or value creator.

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3 Reach out and initiate contact

The third step is to reach out and initiate contact with your leads. You can use different channels and formats to communicate with them, such as email, phone, social media, video, or chat. The goal of your initial contact is to get their attention, introduce yourself and your company, and create curiosity and interest in your services. You should also aim to provide value and relevance to your leads, by sharing useful content, insights, or solutions that address their pain points or goals.

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Shawna Cermak Ramsey

Manager, Loyalty Rewards | Strategy | Delivery | Brand Experience | Leadership | MBA, PMP, RN | Worked with 40+ different brands / agencies across the world
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It's important to be able to track the touch points that your making with each of your leads, what's working and what is not working. Also, plan on having multi-attribution touchpoints (via channels) and play with the mix and frequency until you find approaches that work.

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4 Qualify and nurture leads

The fourth step is to qualify and nurture your leads. This means assessing their fit, readiness, and interest in your services, and moving them along the sales funnel. You can use various criteria and questions to qualify your leads, such as BANT (budget, authority, need, and timeline) or CHAMP (challenges, authority, money, and prioritization). You should also nurture your leads by following up, building rapport, and delivering value through multiple touchpoints, such as emails, calls, demos, case studies, or testimonials.

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Azyan Marzuki

Tech Sales Leader | Specialist in Digital Transformation - Big Data & SaaS | Revenue Achiever
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Qualifying and nurturing leads is not easy. It requires a combination of skills, including effective communication, relationship-building, and the ability to understand and address the unique needs of each lead. It also requires persistence and patience, as the sales process can often be long and complex. However, by approaching it strategically and consistently, you can increase your chances of success and build strong relationships with potential customers.

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5 Close and onboard leads

The final step is to close and onboard your leads. This means getting them to sign a contract or agreement, and setting up the account management process. You should make sure that your leads have a clear understanding of the scope, deliverables, expectations, and benefits of working with you. You should also provide them with a smooth and seamless onboarding experience, by welcoming them, introducing them to the account team, and providing them with the necessary resources and support.

By following these steps, you can build a pipeline of potential clients for account management, and increase your chances of winning and retaining them.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Lisa Honaker

Visionary Leader | Innovative Strategy & Execution Developer | Creative Change Leader | Driving & Maximizing Sustaining Results | High Performing Teams Builder | Developing & Inspiring Future Talent
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There are no short cuts. Rich research. Deep discovery. Bring connections and insights. This is how you stand apart from 'just another sales person'

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How can you build a pipeline of potential clients for account management?

1

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3

4

5

6

1 Identify your ideal client profile

2 Research and source leads

3 Reach out and initiate contact

4 Qualify and nurture leads

5 Close and onboard leads

6 Here’s what else to consider

Account Management

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How can you build a pipeline of potential clients for account management?

1

2

3

4

5

6

1 Identify your ideal client profile

2 Research and source leads

3 Reach out and initiate contact

4 Qualify and nurture leads

5 Close and onboard leads

6 Here’s what else to consider

Account Management

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