Strategy Driven

FEBRUARY 1, 2023

Revenue is generated by selling goods and services, earning interest on investments, or other core operations. Loyalty campaigns are equally effective with B2C and B2B customers. B2B loyalty software such as this one helps businesses segment and target customers using specific campaigns via SMS, email, and an onsite inbox.

B2B 111

B2B B2C Price Loyalty 111

Harvard Business Review

APRIL 2, 2015

B2B marketers, on the other hand, have shied away from the idea, instead approaching selling as a rational, numbers-driven process where the best value proposition wins. To find out what might motivate a customer to take on this mobilizer role, CEB surveyed over 4,000 individual customer stakeholders involved in a B2B purchase.

B2B 8

B2B Consensus B2C Customer Loyalty 8

Harvard Business Review

JUNE 21, 2011

Since Sun made hardware and software, only Sun machines running the Sun operating system were allowed. (In It's not always easy to do in some B2B cases, but for almost any consumer product or service there's really no reason why this can't become a regular practice. Go Further. Pay for products and services out of the company purse.

Software 13

Software Wireless B2B Library 13

Harvard Business Review

MARCH 22, 2017

Brocade’s Net Promoter Score went from 50 (already a best in class score) to 62 (one of the highest B2B scores on record) within 18 months. Today, creative marketers need to operate more like entrepreneurs, continuously adjusting to sustain “ product/market fit.” The results? Invest in the end-to-end experience.

Creativity 14

Creativity Marketing Agility Budgeting 14

Harvard Business Review

SEPTEMBER 22, 2011

TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. In most larger companies, you'll need to generate roughly 200+ responses per operating unit per period. More and more companies are tying incentive pay to customer metrics.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

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. Nowhere else in the executive suite of a typical corporation are two functions as closely intertwined as sales and marketing.

Marketing 11

Marketing Guidelines B2C Analysis 11