It's pretty easy to have loyal relationships with our customers, but loyalty leaders like Hershey and IBM are loyal to their prospects, to the entire category they hope to win. It helps to have deep pockets, but we have to start with a desire to benefit a category of people, and to be a little selfless about making it happen.
Harvard Business Review: 6 Ways to Tell Stories with Data Throughout the Customer Lifecycle, 2015-Oct-2 by Alexandra Samuel
A smart strategy is to create data-driven content that’s a must-read for your target—like the content IBM has built from its series of surveys with C-level executives, including The Customer-Activated Enterprise. By surveying thousands of CEOs, CMOs and other top executives—and then gating the results – IBM created a data asset that all but guaranteed it would get contact information from thousands of executives worldwide.