In B2B, your customers are not necessarily your consumers.
Your customers are the decision-makers who sign the contract.
Your consumers are the end-users who actually use your products or services.
To gain the loyalty of consumers, you need to help them succeed with your products or services.
To gain the loyalty of customers, you need to help them prove the ROI of allocating their budget to you. You also need to first gain the loyalty of consumers. Because B2B solutions are so complex today, senior decision-makers are rarely willing to go out on a limb without the support of their team.
Customer loyalty has to be earned twice. So after your customers sign the contract, don’t be like, to use Bill Macaitis’ words, “the light turns on and all the mice skirt away”.