CINCINNATI, OH – The Loyalty Marketer’s Association ( and SAS ( has published a white paper entitled Customer Loyalty Techniques For Business to Business Marketing Programs.

The report focuses on customer loyalty programs used by business to business (B2B) companies and how they use brand loyalty and repeat sales from existing customers to drive revenue. The survey was conducted in September to October, 2010 on over 250 B2B company executives.

One goal of the survey was to find out the percentage of businesses that actually take advantage of existing customers and are actively using customer loyalty marketing programs designed to tap into this resource.

Another purpose of the survey was to gain some insight into the B2B companies themselves and find out how many companies have formal customer loyalty or marketing retention programs in place.

The survey was also conducted to determine the internal structure established within the companies as to exactly how customer retention programs were implemented and the amount of money budgeted for them.

The survey findings reveal many opportunities for mailing list managers to be able to take advantage of in their direct mail campaigns. One of the most widely used form of direct mail is on new product offerings to existing customers.

Key Findings

New Sales From Existing Customers

The survey makes it clear that businesses understand the value of existing customers and that customer retention and loyalty are important strategic issues:

Customer Loyalty Team

Customer loyalty teams are made up of customer service representatives and personnel from marketing support, technical resources, sales and market research.

Senior Management Involvement

Things have changed in the way customer loyalty programs are managed. In the past, these marketing efforts were managed by sales and account management personnel, but recently, this has changed and now senior management is closely involved with these programs. Nowadays customer loyalty or marketing retention programs are directed and monitored by the “C-Suite”: the chief marketing officer (CMO), the chief information officer (CIO), the chief operating officer (COO), the chief financial officer (CFO), etc. Nearly 94 percent of companies report involvement by senior management.

Retention Marketing Budget

Although about one third of respondents (just under 29 percent) were unaware of their company’s budget for retention marketing programs, about 38 percent were aware that their annual budget was no more than $100,000. Even in today’s economy with a recession still upon us and with reduced marketing budgets, repeat customers are among a company’s most valuable resources and are worth the marketing investment.

The white paper is available as a free download from the website.