Harvard Business Review

FEBRUARY 7, 2018

Survey respondents show more loyalty to usage brands. Typically at purchase brands, customer service and loyalty take a back seat to marketing campaigns and lead generation. Usage brands, by contrast, elevate customer service and loyalty from resource-starved cost-centers to key drivers of growth and profitability.

Brand 8

Brand Succession B2B Advertising 8

Harvard Business Review

APRIL 2, 2015

B2C marketers have long known that the key to a customers’ hearts and minds is to make the connection between the brand and customers’ sense of self. Powerful brands (think Apple and Nike) reinforce customers’ positive self-image.

B2B 8

B2B Consensus B2C Customer Loyalty 8

Harvard Business Review

OCTOBER 10, 2014

Loyalty and reward programs provide this type of context for B2C companies, while strategic account and relationship management programs do the same for B2B companies. The building blocks are Sephora’s Loyalty program, mobile app, BeautyTalk community, and ColorIQ service.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

SEPTEMBER 22, 2011

TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. Bain research shows that leading companies can achieve 60% or better response rates in B2B companies and 30% or more in most B2C situations. More and more companies are tying incentive pay to customer metrics.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

SEPTEMBER 21, 2011

Amazon, and eBay in B2C commerce and Covisint and GS1 in B2B. Such service reinforces the brand and builds equity through increased loyalty. Think of Yahoo!, While both categories did see a few spectacular failures, including Webvan and Chemdex , the landscape was changed forever. Once again, too many CEOs are hesitating.

Brand 11

Brand B2C Market Segmentation Travel 11

Harvard Business Review

OCTOBER 30, 2014

Yet for all the shared responsibility, the marketing and sales relationship has often been a contentious and lopsided one, with sales dominating in B2B sectors while marketing leads in B2C ones. And the challenge for the head of sales is to effectively articulate what insights are needed to make better decisions.

Marketing 11

Marketing Guidelines B2C Analysis 11

Harvard Business Review

APRIL 24, 2012

But instead of adopting multiple martial art styles, more B2C companies are using mixed business models, or MBM, to win. Apple's retail outlets yield them additional margin on their core products and more sales of high-margin accessories, but also yields huge strategic advantage via deeper customer insights and stronger customer loyalty.

Business Model 9

Business Model Advertising Retail Supply Chain 9

Harvard Business Review

DECEMBER 18, 2017

These data sources spanned numerous systems—like the membership program, ticketing system, online store, and mobile apps that enable fans to gain loyalty points—and wrangling the data into one platform was a key creative and technical challenge. ” Read More from Microsoft.

Sports 8

Sports Brand Content Industry 8

Harvard Business Review

JULY 1, 2014

But with the advent of the Internet, social media, and the dispersal of knowledge in every direction, corporations are in the unique position to distribute the information they’ve gathered in exchange for audiences, readership, and brand loyalty. The Age of Reason in the 17 th century was defined by the promotion of ideas and intellect.

Content 9

Content Marketing Brand Public Relations 9

Harvard Business Review

APRIL 20, 2016

In the B2C world, it is about sales and customer loyalty: not just getting your customer to click and buy, but getting them so worked up about your product that they’ll never so much as think about buying from your competitor instead.

Cost 8

Cost Marketing Content Media 8

Harvard Business Review

MAY 9, 2012

Catalysts are what inspire action and response: campaigns, offers, advertisements, direct rewards, indirect rewards, and loyalty programs. New models of engagement herald the death of B2B and B2C. Social media, social networks, and mobility also herald the death of B2B and B2C as we know them.

B2C 15

B2C Early Adopters B2B How To 15