I'm excited to announce some key research findings that help leaders retain and grow top accounts.  I've written a full article that will be available to the AMA's m.planet conference attendees this week.

Here's a snapshot of the our survey findings for B2B customer loyalty where in our survey of top B2B high-tech firms, we asked Chief Marketing Officers and Marketing Vice President’s to identify the customer programs their organizations execute and the level of success with those customer programs.  These programs included Voice of the Customer, Major Account Programs, and other Go-to-Market customer programs. 
In the area of account retention and customer loyalty, we found that face-to-face executive level customer loyalty programs have a significantly higher customer loyalty success rate versus user-level customer programs.  The executive customer programs leading in loyalty included executive advisory boards and executive summits. 
This observation makes sense, since B2B buying decisions typically rest with the executives responsible for implementing company strategies and tactics to move their business forward.  But, if the incumbent vendor is connected with the customer executive sponsor, they can stay in tune with the broader business needs and the executive sponsor’s key initiatives, retaining and growing the account.
I'm interested to hear feedback from other marketing leaders about your results.
- Rob Urbanowicz