Top 3 Reasons You Should be Hosting Customer Roundtables
4 minute read.
Executive Roundtables are often seen as a lead-gen exercise…. and yes, they are great for filling your pipeline. Where I rarely see them being used, though, is for customer marketing.
Executive Roundtables are a fantastic way to build deeper relationships with your customers and ensure that when it comes to rebooking time… you're sitting pretty.
Below are our top 3 reasons you should make Roundtables part of your customer marketing strategy.
One: Deepen Relationships
There is no better way to boost renewal rates than by building strong customer relationships. Don't be another vendor but become a strategic partner. So when the sales team from a competitor comes knocking, they aren't even curious to engage.
By running these Roundtables, you are making your customers feel valued and not another number on the spreadsheet. Also, you are giving them the opportunity to connect and have fun with similar peers and yourself. This will deepen their relationship with your sales team and the brand. This deeper connection will increase your contract renewal rates and open the door for upsells.
Two: Learn about new problems your customers are having.
Executive Roundtables offer an opportunity to gather valuable feedback from your current customers. This feedback can provide insights into improving your products, identifying innovation areas, and addressing any issues.
Roundtables are especially useful if you are seeing high churn rates. Make a group of customer end-users feel special over dinner and dig into what drives them insane about your product. It could be a minor fix that your team is missing by not speaking to your customers.
Three: You scratch my back, I'll scratch yours.
I hear weekly that marketing managers struggle to find customers willing to participate in their lead gen-focused roundtable events. This is a massive problem, as having a customer speaker is one of the most critical pieces of the roundtable puzzle.
So what is a solution? How about inviting five of your customers to an intimate roundtable to discuss a topic related to your product. They will feel special being wined and dined.
You will have them saying, "these guys don't just pass me on after I've signed the deal. They want to build something long-term". So I bet next time you ask one of these five customers if they can help co-moderate a roundtable discussion, you have a higher chance of them saying yes.
Executive Roundtables should be part of every company's customer marketing plan. They are a great way to deepen relationships, gain insights, and even assist you with getting speakers for future lead-gen-focused events. So, go ahead and book that dining room at Rockpool. It's time to take your customer marketing strategy to the next level!
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