The most effective approach, in my view, is to build a community of interests and common ground that matches those around you. Building a B2B community does not mean trying to build a brand community around your business and its offerings as your primary focus — that’s difficult to achieve and you are unlikely to attract many members outside your existing customer base. When you go down the path of community building, you have to measure how you are making progress.

The world of sales and marketing is moving fast thanks to recent changes and technological innovations. Marketing and sales change from social media and cloud to interactive broadcasting and detailed customer analysis significantly from social media and cloud. The old model of leading customers will be replaced by a new model that follows the customer and meets his needs.

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It is a well-known fact that retaining customers costs less than buying new ones. Research shows that acquiring a new customer costs five to ten times as much as retaining an existing customer. Hope you enjoy this session and I look forward to your views on it.