The Consumer Inside: Best Practices in B2B Loyalty
Published 2/1/2009
Author: Rick Ferguson, Editorial Director, COLLOQUY
Summary
While most small-business owners and purchasing managers will tell you that they buy only with their heads, they secretly want to buy with their hearts. They want to be appreciated and understood. In short, we’re all consumers on the inside.
Finding and building a relationship with the consumer inside the business owner is therefore the predominant challenge for B2B marketers today. Despite the advances in CRM technology platforms, database marketing and analytics, marketers still struggle to leverage that technology to build brand loyalty. If you are in doubt, then consider that the venerable old Rolodex still sells about 10 million units a year.
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