March 2012
Intermediate to advanced
368 pages
9h 13m
English
Content preview from B2B Digital Marketing: Using the Web to Market Directly to BusinessesBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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7. Planning for Customer Loyalty
The final stage of the B2B buying continuum or customer life cycle is called loyalty. In this context, a loyal customer isn’t just one who has been retained, it’s one who recommends your product or services to other potential customers. It brings the life cycle full circle.
How can you build this type of customer loyalty? It’s all about making the customer a part of your team—which is something you can use digital media for.
Understanding Customer Loyalty
In the B2B buying continuum, loyalty is all about referrals. That is, the loyalty phase goes beyond simple customer retention into building such a loyal customer that he or she readily recommends you to other potential customers (see Figure 7.1). This starts ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.