We all know that it's cheaper to retain a customer than win a new one, but sometimes that's easier said than done.  According to a recent Gallup survey, only 29% of B2B customers are engaged with the companies they do business with, leaving the remaining majority not committed to a company, or even worse actively looking for an alternative supplier.

Capturing and using data about your customers as individual's is critical to understanding their needs and creating a shared vision. This HBR article gives 4 practical steps to help B2B businesses keep their customers.