Hugh Macfarlane, Founder & CEO of, writes…

In B2B marketing we know the importance of serving our best customer first, right? Maybe! Demand generation and B2B marketing in general is often about acquisition, not retention. Sound familiar?

Steve Bernstein, Principal of Waypoint Group, and fellow speaker at DemandCon, puts it this way:

“Wouldn’t it be great if all of your customers were truly loyal, buying more from you and referring their friends and colleagues? Using real examples from leading companies, we will share lessons-learned from sales and B2B marketing experts that have successfully leveraged and improved customer loyalty, reaping the rewards of increased revenue. We’ll explain the 6 practical steps for driving customer loyalty and improving your company’s rate of profitable growth.”

He promises to build the case for better loyalty in B2B marketing, but what I am most interested in is that he will show us how to leverage organic loyalty. This resonates for me. Loyalty is often passive, and occasionally active-but episodic. Rhythmic and organic it is not. So I’m keen to hear what Steve has to tell us.

My keynote, ‘See Far, Go Fast’, will explore ways to make your funnel flow faster, and I’m interested to see if Steve can show us how to ensure that we keep customers once we’ve won them. Then as a final touch, Chuck Besondy and I will string the recommendations from all the presenters together into a coherent flow for buyers, during the B2B Marketing Training Workshop on day 3 of DemandCon.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.