Does your B2B brand have superfans? If so, have you worked to encourage them to support and promote their love for your products or services? Many B2B companies, especially those who depend on recurring revenue from customers over time are missing out on the true growth potential from their biggest fans.

When you focus only on customer acquisition costs or basic retention, you miss the chance to continue marketing to your existing customers and biggest fans. But what if you thought differently? When you nurture your biggest fans, they can become your unofficial salespeople, most enthusiastic cheerleaders and passionate marketing ambassadors.