Gartner Research

CMO Insight: Build a Powerful B2B Customer Reference Program for Loyalty and Profits

Published: 29 June 2016

ID: G00308344

Analyst(s): Adam Sarner


Loyal customers who become brand advocates boost profits, reduce sales costs and lend external credibility to B2B marketing initiatives. In this research, see how B2B CMOs who implement customer reference programs improve customer lifetime value and multiply the impact of their brand's biggest fans.

Table Of Contents


What You Need to Know

  • Customer References Are Uniquely Powerful
  • Customer Reference Programs Drive Profitability
  • Customer Reference Programs Maximize ROI
  • Clients Are More Likely to Participate With Incentives — and Limits

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Peers
  • Priority Actions for Your Team

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