In some B2B businesses, only a small subset of the customer base actually drives the largest portion of their profitability. Bain & Company's Mark Kovac explains how B2Bs can realign their growth strategy to existing accounts with the most potential.
Global Head of Commercial Excellence Group, Partner
Bain & Company
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Marketing Channels that Help Organizations Reach Customers Most Effectively According to B2B Decision Makers in Select Countries, Aug 2019 (% of respondents)
Critical Marketing Initiatives According to B2B and B2C Marketers Worldwide, Q1 2019 (% of respondents)
What Marketing Automation Tactics Are Marketers Worldwide Currently Using? (% of respondents, by company type, Q1 2019)
What Marketing Automation Tactics Are UK vs. US Marketers Currently Using? (% of respondents, by country, Q1 2019)
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B2B Tech CMOs on Leveraging Data to Strategically Cater to Buyers
Oct 09, 2019
The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.
SAP’s Alicia Tillman on the Makeup of a Modern Marketing Team and an Experience-Driven Economy
Sep 24, 2019
As CMO of one of the largest software companies in the world, SAP’s Alicia Tillman believes that quality of experience is at the center of today’s economy. Even in the B2B sector, Tillman focuses her efforts on telling a consumer-centric story, not only marketing to the stakeholders in charge of purchasing technology, but also the employees who use it. She finds that her marketing team does this best when data is successfully interpreted and used to shape a narrative that resonates with consumers of technology within the business.