10 Ways Solution Providers Can Build A Top-Notch Marketing Program

8. Know Who Your Most Profitable Client Is

Your most profitable client isn't necessarily your biggest, Powell said. Instead, it’s likely to be the customer with the highest perceived complexity, he said. Those are the types of customers you want to target, he said, both with more marketing resources and sales. These highly profitable customers are also the ones you want to duplicate, he said. To do that, Powell suggested finding out where the customer hangs out, what trade associations they belong to and what publications they read.

From there, he said, you can place targeted marketing approach efforts to recruit similar customers.