Business-to-business organizations realize that the majority of their new sales come from existing customers. Yet, with only half of those polled having a department whose primary focus is loyalty, the need to integrate customer retention into a company's business strategy is apparent, according to "Customer Loyalty Techniques For Business-to-Business Marketing Programs," a new white paper issued by Loyalty 360 - The Loyalty Marketer's Association and SAS.

This must-read white paper uncovers the keys to building and delivering successful customer experiences in B2B marketing (http://www.loyalty360.org/white_papers/sas_loyalty360/).   Based on a proprietary survey of customer loyalty and retention executives from a cross section of B2B industries, Loyalty 360 and SAS set out to answer two critical questions:  (1) How are B2B companies becoming successful in customer loyalty and retention campaigns?  (2) How are they aligning their marketing programs to customer lifecycles and voice of the customer programs?