What Are Best Practices for Achieving B2B Marketing Loyalty?
Marketers who deploy the basics and best practices of direct marketing will be the ones to achieve success in establishing and maintaining long-term, profitable B2B relationships. by Michele Fitzpatrick, chief marketing officer, Harte-Hanks Direc Succeeding in B2B marketing can be a tricky business. This is particularly so in an environment that demands every effort to demonstrate a measurable ROI. Traditionally, customer acquisition is five times more costly than customer retention, so profitability depends largely on grooming satisfied customers. How is a B2B marketer ever to achieve such loyalty? The fact remains that those marketers who deploy the basics and best practices of direct marketing will be the ones to achieve success in establishing and maintaining long-term, profitable B2B relationships. One key is to deploy a data-driven strategy towards understanding the wants, needs, and desires of the target audience. It may sound somewhat rudimentary, but the value of demographics,
