B2B Marketing

Interviews

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Which Customers Are Your Most Valuable?

Nov 02, 2018

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.

The Importance of Aligning Loyalty and Acquisition

Oct 29, 2018

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.

How B2Bs Can Build the Loyalty Program That's Right for Them

Oct 26, 2018

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.

Why Many B2B Marketers Struggle With CRM Integrations

Sep 18, 2018

In a survey of 250 US B2B sales and marketing professionals, about four in 10 respondents said they are novices or beginners when it comes to integrating data into their CRM systems.