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Content Marketing World 2020 - Session Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.

Account Expansion: The Conversations, Content & Collaboration that Grow Customers

Ardath Albee  (VP of Marketing, Modus)

Tim Riesterer  (Chief Strategy and Marketing Officer, Corporate Visions Inc.)

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

Pass Type: All Access Virtual, Virtual, Virtual Plus - Get your pass now!

Track: Sales Enablement

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Analysts estimate that existing customers now account for 70-80% of company revenue and profits. Yet, little purposeful effort has been aimed at customer expansion as a growth engine.

Almost 60% of B2B organizations don’t see any need to differentiate their customer expansion messaging and content from that used for customer acquisition. They simply use the same approach, regardless of customer relationship.

New research identifies the differences in buying psychology for customers vs. net new accounts. By using these insights with creative approaches, marketing and sales can work together to increase customer relevance and value perception to avoid putting revenue at risk.


  • Why your messaging needs to shift 180 degrees for account expansion
  • How to shift your content to meet the unique pressures and demands of customers
  • What to say to convince customers to evolve and grow
  • How marketing and sales can collaborate to create more customer growth