In the B2B world, most tech buyers dont want to dedicate a lot of time to purchasing decisions. Often, its just a necessary part of their job to help businesses run more efficiently and enable employees to work more productively with the latest technology.
This is fantastic for B2B marketers, because tech buyers often want to be brand loyal. Its much easier to buy technology from a brand you trust.
So, if you provide a reliable product at a fair price and prove to be a genuine partner, you can drive more brand loyalty and greatly impact the bottom line. Easy enough, right? Well, not so much. There are several other factors that drive (and destroy) B2B brand loyalty.
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