This is typically done through a brand tracker, Net Promoter Scores (NPS), and customer surveys. WHAT’S IN THIS REPORT? This report breaks down the essentials of B2B branding and provides best practices and case studies for B2B companies of any size, young and old, and across sectors.

Moreover, the average net promoter score (NPS)—a metric used to gauge a brand's customer loyalty—for FIs is just 34 (out of 100), which is half of the NPS of big tech companies. So, letting a tech company, for instance, distribute their products could broaden the appeal of their offerings.

Bodnar: Each month, we all look at our customer net promoter score (NPS). In NPS, you hear all the complaints. We’ll look deeply at the qualitative feedback, and we’ve operationalized this process to a Slack channel. All of us can be in that Slack channel and see responses from customers in real-time. We can assign, follow up and start taking action to that feedback in a much more proactive way.

A Net Promoter Score (NPS) is a key metric to determine which accounts are driving revenue and profitability. This is generally a marketing-owned feedback system that can be used throughout the customer life cycle. For example, you can send out surveys after a product is installed or after a call into customer service.