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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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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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