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B2B Buyer Loyalty

B2B Buyer Loyalty

Nearly every business has metrics to measure “stickiness,” often referred to as Key Performance Indicators, or KPIs. This report analyzes three important leading indicators—product quality, recommendation likelihood, and future business—that were collected from decision makers in over 10,000 B2B purchase decisions during the past eight years. // We uncover the most important loyalty indicators and share findings that demonstrate why it’s important to stay in touch with buyers, even when a deal was lost. We show the relationship between buyers’ overall happiness with their purchase decision and loyalty metrics. Additionally, the study includes recommendations for how sales teams can effectively leverage KPIs to increase buyer loyalty and win more deals.


Report Overview
Key Findings
Product Quality
Recommendation Likelihood
Future Business
Research Methodology
Intended Audience
Measuring Organizational Success
Key Performance Indicators at Primary Intelligence
Analysis of Key Performance Indicators
Overall KPI Findings
Key Performance Indicators by “Wins” vs. “Losses”
Product Quality
Recommendation Likelihood
Future Business
Key Performance Indicators and Overall Decision Satisfaction
Overall Decision Satisfaction
Overall Decision Satisfaction and Key Performance Indicators
Key Performance Indicators and Competitive Differentiation
Comparing Winners versus Strongest Competitors
Key Performance Indicators and Vertical Industry Performance
Product Quality and Vertical Industry Performance
Recommendation Likelihood and Vertical Industry Performance
Future Business and Vertical Industry Performance
Key Performance Indicators and Regional Comparisons
Product Quality and Regional Performance
Recommendation Likelihood and Regional Performance
Future Business and Regional Performance
Cultural Differences and Key Performance Indicators
Recommendations for Success
Product Quality
Recommendation Likelihood
Future Business Likelihood
Appendix
Calculating Win Loss Key Performance Indicators
Interpreting Win Loss Key Performance Indicators
Going Beyond KPI Ratings
Gathering Insights from KPIs Over Time and Against Other Firms
Sharing Key Performance Indicators
About Primary Intelligence
About Carolyn Galvin
Additional Information
Disclaimer
License
Contact Information  
List of Figures
Figure 1: Overall KPI Ratings
Figure 2: Product Quality by Wins vs. Losses
Figure 3: Recommendation Likelihood by Wins vs. Losses
Figure 4: Future Business Likelihood by Wins vs. Losses
Figure 5: Overall B2B Buyer Decision Satisfaction
Figure 6: Decision Satisfaction and Product Quality
Figure 7: Decision Satisfaction and Recommendation Likelihood
Figure 8: Decision Satisfaction and Future Business
Figure 9: KPIs and Competitive Differentiation
Figure 10: Product Quality and Vertical Industry Performance
Figure 11: Product Quality by Industry for "Wins"
Figure 12: Product Quality by Industry for "Losses"
Figure 13: Recommendation Likelihood and Vertical Industry Performance
Figure 14: Recommendation Likelihood by Industry for "Wins"
Figure 15: Recommendation Likelihood by Industry for "Losses"
Figure 16: Future Business and Vertical Industry Performance
Figure 17: Future Business by Industry for "Wins"
Figure 18: Future Business by Industry for "Losses"
Figure 19: Product Quality and Regional Performance
Figure 20: Product Quality by Region for "Wins"
Figure 21: Product Quality by Region for "Losses"
Figure 22: Recommendation Likelihood and Regional Performance
Figure 23: Recommendation Likelihood by Region for "Wins"
Figure 24: Recommendation Likelihood by Region for "Losses"
Figure 25: Future Business and Regional Performance
Figure 26: Future Business by Region for "Wins"
Figure 27: Future Business by Region for "Losses"

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