Build a Marketing Plan Around Your Best Customer
You'll have to sell your plan, because it will demand your customer's time, which is in high demand within their own organization. Before you approach your customer, you should be able to answer the first question that most of them ask: "What's in it for me?"
Remind your customer's leadership team that you are providing a great way for their experts to demonstrate thought leadership in their field. It will deliver positive exposure to their customers, build relationships, give access to products and programs, and create valuable networking connections between senior leadership at both companies.
Identify the Best Activities for Your Customer
Once you have your customer on board, you need to determine what kind of marketing strategies you can set up, considering the resources available and budget. In addition to marketing efforts, the customer's willingness to speak with press is highly valuable, and PR (and analyst relations, when applicable) should be part of your agreed-upon marketing plan, along with keynote speeches and events.
As your relationship with the customer grows, you can create more elaborate marketing assets like a microsite that showcases all of the great work you've done together, packaged in a beautiful, sharable experience. The key is to continue to build that relationship with the customer—demonstrating the mutual value exchange—which makes more complex asks easier to approach.
It pays to work smart. You should use your customer's time efficiently. For instance, you can get a lot of information from interviewing members of the business for a case study, and then repurpose this interview content for blogs, social content and creative briefs for videos or ads. Consider all of the different content outlets that you plan to use when you create your interview plan.
This process can make or break trust with your customer. Numerous deliverables with many people involved means that things could quickly spiral out of control. Deliverables that haven't been reviewed or approved could be released by accident, or the customer could start to feel taken advantage of if there are four people asking for time to review something. Some ways to mitigate this are to: