Most US firms use digital content marketing. But adoption is slightly higher among business-to-business (B2B) companies, where content marketing is crucial for driving leads and awareness.

Companies should have a rubric in place to evaluate and essentially score or rank their current customer set. Such a framework allows marketers and all customer-facing teams to align on how to best serve and grow each individual account in a profitable manner.

Irvin Gray, head of marketing at wireless charging provider Chargifi, discusses how loyalty strategy plays out as the company works to acquire customers and grow its business in the early stages.

Jason Williams, community director for B2B software management system Ipswitch, discusses how he coordinates across internal teams to deploy a loyalty strategy that gets customers talking.

In some B2B businesses, only a small subset of the customer base actually drives the largest portion of their profitability. Bain & Company's Mark Kovac explains how B2Bs can realign their growth strategy to existing accounts with the most potential.

Kevin Williams, SVP of customer success at marketing automation platform Act-On, discusses why B2Bs need to be thinking about their loyalty strategy at every touch point in the customer life cycle.

Rewards-based programs are not just for consumer-facing companies anymore. McKinsey & Company's Jennifer Stanley believes B2B organizations can greatly benefit from adopting these programs to retain customer loyalty.

More than one-fifth of the US population will listen to a podcast at least monthly in 2018. Even though the medium can be a powerful vehicle for advertisers to reach a so-called “unreachable” audience, most major brands have yet to take advantage of the opportunity.

National Public Media's Gina Garrubbo and Bryan Moffet discuss why advertiser interest in NPR's podcasts keeps growing, and how it works with advertisers to create organic ads.

Erin Stender, vice president of marketing at online giving platform Classy, explains how content helps move customers down the sales funnel.