Trends Report

B2B Loyalty, The B2C Way

Consumer Loyalty Principles Can Help B2B Companies Reward, Recognize, And Engage Their Customers

March 19th, 2015
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
With contributors:
Srividya Sridharan , Lori Wizdo , Laura Ramos , Tim Harmon , Samantha Ngo

Summary

Earning customer loyalty is very important to B2B marketers. After all, loyalty translates directly into referrals and new cross-sell/upsell opportunities. But it's easy for customer insights (CI) pros in B2B companies to dismiss B2C loyalty marketing practices as tactics that apply only to discount-hungry consumers and not to their complex business buyers. This is a missed opportunity. There's actually a lot B2B marketers can learn from B2C loyalty approaches and strategies like the core tenets of intelligent loyalty: a deeper understanding of customer motivations using data, more consistent interactions across organizational silos, and adaptive strategies that keep up with customer demands. This report will demonstrate how B2C loyalty principles apply to a B2B enterprise.

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