Seemingly every day, digital marketplaces create both new challenges and opportunities to connect with customers on a meaningful level. This goes the same for B2B customers as it does for B2C consumers, as more and more of today’s B2B buyers expect the same experience whether shopping for their business or themselves.

No matter the situation, customer loyalty is imperative. Brands now have unpreceded capabilities for both understanding their customers and delivering loyalty programs, but none of that guarantees a....

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