As founder and CEO of Loyalty Builders Inc., Mark Klein is constantly helping develop marketing strategies and tactics for a diverse set of B2B and B2C companies.  A long time entrepreneur and former GM at IBM, his marketing experience and deep mathematical background have made him a passionate advocate of using customer loyalty for data driven marketing.

Latest Columns

Moneyball for Marketing

Moneyball for Marketing

Don't let the fear of striking out keep you from playing the new data-driven game.

Driving Loyalty With Customer-Centric Marketing

Driving Loyalty With Customer-Centric Marketing

The building blocks of customer-centric marketing methodology.

Customer Satisfaction Is Not Customer Loyalty

Customer Satisfaction Is Not Customer Loyalty

Satisfaction is fleeting. Loyalty is the measure that predicts future customer behavior.

Retention Is Not Loyalty

Retention Is Not Loyalty

One measures a company's customer population as a whole; the other, individual customers. Choose wisely.

What B2B Can Learn From B2C

What B2B Can Learn From B2C

3 areas B2B marketers can improve their results by adopting common B2C practices.

What B2B Marketers Can Teach Their B2C Counterparts

What B2B Marketers Can Teach Their B2C Counterparts

Two lessons from B2B companies that B2C businesses can use to improve their marketing performance.

Finding the Real Low-Hanging Fruit

Finding the Real Low-Hanging Fruit

Use loyalty data to identify key target segments and get more revenue from existing customers.

Cross-Sell by the Numbers

Cross-Sell by the Numbers

Revenue growth from existing customer through cross-selling is where direct marketing can deliver significant traction.

Getting to the Second Sale

Getting to the Second Sale

How marketers can move one-and-done customers to repeat buyers.

Four Steps to Relevant Communications

Four Steps to Relevant Communications

All marketers want to be relevant, but many are confounded by how to do so cost effectively.

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