"First, to expand our footprint within the account, I believe we need to frequently examine the account status and status of all ongoing initiatives. It's important to establish milestones with the client early on so we all have the same expectations and can observe progress clearly and objectively. I'll note all the roadblocks and challenges that come to the surface during the cycle of the relationship and speak to the client about their thoughts on the matter - like 'why do you think you are obtaining new customers steadily yet the rate of a repeat customer is low?' - and determine the root cause of the problem. The problem could be issues with the product, lack of meaningful client engagements, or a combination of things. Once the client sees the next problem they need to solve, I'll be their partner and offer guidance and an introduction of our services and capabilities they could benefit from. If I could be proactive, I'd offer the client a pilot approach so they can test out new functionalities/products when they become available. This way, we start to build trust and deepen the partnership. For accounts opting not to renew, I'd hope we would've been proactive enough to have had discussions with clients before they announce the decision. Either way, if they indicate they are leaning towards not renewing the contract, I'll probably use a few different techniques. I might mention other clients or companies who have made similar decisions to end contracts with Criteo Corp, resulting in their marketing capabilities significantly deteriorating soon after. I'll also highlight what their competitors are doing and the consequences of falling behind in their marketing efforts. If they are unhappy with us or considering another vendor, I'll find ways to address those issues quickly and throw in bonus gifts to appease them. If I can, I'll offer three more months of a free trial period to fix issues/deliver."