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Customer Loyalty Trends in B2B: What Helps Drive Loyalty in B2B Tech

B2B and B2C; clients of both are approached in different ways. B2B marketers have enterprises and businesses as their clients, and they are dealt with moderation and reserve. However, marketers and B2B sales people are always on their toes to go the extra mile to foster close relationships with their customers and win their loyalty.

In the B2B landscape, building strong relationships with customers is crucial for success. While traditional B2C customer loyalty programs may not always be applicable, B2B companies can still benefit from developing customer loyalty programs that foster long-term partnerships.

B2B Loyalty Programs to Enhance Business Values

A B2B customer loyalty program is a structured system designed to incentivize and reward customers for ongoing business. These programs are designed to provide value to customers beyond just the product or service being offered. They can help increase customer retention, generate repeat business, and ultimately drive revenue growth.

Customer loyalty increases customer lifetime value (CLV) and business revenues. More customer loyalty leads to reduced customer acquisition costs. As per reports, increasing customer loyalty by 7% can increase CLV by 85%. There are no reasons B2B marketers should not invest in innovative customer loyalty programs.

How do they do it? Let us have a look here.

Read More: SalesTechStar Interview with Nicholas Greco, Senior Vice President, Head of Sales, North America at Channel Factory

B2B Customer Loyalty Strategies

How do you ensure a customer returns to you every time he needs your products or services? The most obvious answer would be to offer them high-quality products and services. However, in today’s competitive marketing landscape, where every business offers high-quality products and services, it is not always enough to retain your customers.

So, you need to take a step further and go that extra mile. Here are some strategies that would help:

1. Prioritizing Customers

As you plan to initiate customer loyalty for your clients, remember that loyalty is a two-way street. Make your customers feel that your brand is loyal to them. The more they are valued, the more they are likely to reciprocate.

2. Creating Valuable and Relatable Content

Make your clients connected with your brand. A simple way of doing it is by creating valuable and relatable content. With a plethora of options available, choose the kind of content that resonates with your brand’s values, mission, and vision.

3. Initiating a Customers Rewards Program

While customer rewards program work wonders for the B2C landscape, they are effective for B2B as well. With proper planning and execution, you can reward your loyal customers by offering exclusive discounts and offerings such as regular subscriptions.

4. Recurring Feedback Loop

To increase customer loyalty, you must encourage customers to give feedback on your products and services. Use the information to improve further. When you implement your clients’ feedback and suggestions, they feel valued.

5. Add Extra Value for Clients

You can partner with businesses that complement your products or services to give more value to your clients. For example, if you are dealing with direct mail software, you can partner with a CRM software company to add more value to your clients.

That said, the following are the top tools that help B2B businesses retain their clients for a lifetime.  

1. Salesforce

B2B deals are large and they involve multiple decision-makers. In fact, the sales cycle can range from weeks to months. Only a good CRM can bring a seamless experience for everyone and so, Salesforce is your go-to software.

2. SentiSum

B2B enterprises today are using AI to drive their loyalty programs and retention efforts, if you are amongst these, SentiSum is a perfect tool for you. The tool leverages machine learning to accurately tag and categorize customer contact, and supply your support team with unparalleled insights.

3. DynamicYield

For marketing personalization, DynamicYield is a great loyalty tool. B2B clients demand personal touch and DynamicYield is an AI-powered platform that takes your personalization efforts to the next level. It has the potential to transform your static web content into personalized messages.

Examples of B2B Tech Companies using Customer Loyalty Programs

  1. Salesforce’s Trailblazer program rewards customers with exclusive access to training, events, and networking opportunities.
  2. Adobe’s Creative Cloud for Teams offers a suite of creative tools and collaborative features for teams.

Wrapping Up

The loyalty towards a B2B tech company translates when a customer renews their software subscriptions and recommends the product to others. B2B tech companies can cultivate loyalty by taking steps such as tracking loyalty indicators, prioritizing loyalty in the company, and using automation to replicate standard operating procedures so that salespersons can pay more attention to customers’ queries.

Implement B2B customer loyalty program today and increase your customer loyalty.

Read More: How to Unlock Sales Success, According to Crunchbase’s Sales Lead: Five ‘Cheat Codes’ for B2B Sellers

BONUS READ – Jon Miller, CMO at Demandbase chats about the evolution of ABM in this webchat with MarTechSeries: