In this time of fundamental disruption, one of the most powerful assets to survive the tumult is a strong, loyal customer base. Tap into key lessons learned in what it takes to create sustainable customer engagement and advocacy.

Businesses today are moving through a lot of change, but this is distracting employees to focus internally and forget about customer engagement approaches that are needed to retain and grow the business.

It’s a truism in B2B companies that a handful of customers generate the bulk of the revenue, and that keeping and growing a loyal client is far less expensive than finding net new clients. That’s why B2B marketers must develop strategies that help them listen to and engage customers actively in their marketing programs. As you listen, you will find that your customers are as vested in your company’s success as you are in theirs. That common interest is a basis for what we call reciprocal value: the powerful exchange that occurs when both parties get sufficient value out of a program for it to become self-sustaining.