Brand loyalty is often associated with B2C companies, although it can be argued that customer retention is just as important (if not more) in the B2B realm.
In the past, we've discussed some of the differences between B2B and B2C in the buying cycle. More often than not, a B2B purchase is much more involved because of technical aspects of the product, higher price and multiple people involved in the decision process. Consider this and that the market for B2B products and services are smaller and you see that retaining customers is a critical component in B2B marketing.
We've recently conducted two studies on this topic. Read the results in our latest article, The Million Dollar Question: How Loyal are Your Customers?
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