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SMO audience data to competitor?

     
9:35 am on Mar 27, 2018 (gmt 0)

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joined:Mar 27, 2018
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Hi guys, have a situation that I think I could do with some help/advice on.

Recently (6 weeks) been working with a client to generate B2B leads, we've done a great job according to their BDM - they've never had such a return on enquiries (they had been working with another agency for circa 3 years but had no look generating B2B via Facebook). Unfortunately, no hard sells - this has resulted in the client going to another provider. To 'test' how effective they are. Long story short, they've asked for a full report including a breakdown of audiences so that they can 'utilise moving forward'.

I’ve had a quick chat to stress that I’m a little uncomfortable handing over this info, as we spend a lot of time identifying the target audience and feel that our work here has been the differencing factor that has generated enquiries for the first time - no previous agency has managed this.

Problem now, is that the client has said if I don’t hand over the info, they’ll ‘close the door’ and there would be no future work. Feeling a bit stuck between a rock and a hard place.

Might be over thinking, but I feel like they want to take our success and migrate this to the new/past agency.
12:44 pm on Mar 27, 2018 (gmt 0)

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I'd say just give it to them for the sake of the relationship and focus your efforts on retaining the contract.

Some clients just have "the grass is greener" syndrome and there's not much you can do or say to change their minds. Do the best you can to get paid in the interim and maximise the revenue coming from them.

That said, if the "close the door" threat has been tabled, there's a chance the relationship is already soured despite the results. Perhaps more down to their previous experiences, but undoubtedly someone internally will be under pressure to get results / find a reliable supplier.

The other factor is if they've paid for the research / setup / etc or did you do that at your own cost?
4:31 pm on Mar 27, 2018 (gmt 0)

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>>The other factor is if they've paid for the research / setup / etc or did you do that at your own cost?

to me it is all down to what you agreed with them in the first place ... if what they are asking for is over and above what was originally agreed, then if i was you, i would not give them the data,

if you've described the situation accurately then you've already lost them as a client anyway.