Lenati’s own Kris Klein and Clay Walton-House recently had the opportunity to contribute to a Forrester B2B Loyalty Marketing Report, B2B, The B2C Way, published by Forrester analyst Emily Collins. In the article, Collins conveys the applicability of B2C marketing strategy in a B2B environment. All customers, whether business or consumer, want to feel good about the brands they associate themselves with and the companies with whom they do business. And they want to know that....

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