IR B2B Conference 2026
Yesterday at the IR B2B Conference in Victoria Warehouse, Manchester I joined a panel on “Post purchase momentum: driving repeat revenue and B2B loyalty”.
3(takeaways) from our session:
Lower CAC ≠ spend less. Spend smarter. Suppress low value accounts, segment by LTV/margin, optimise (think “Google’s” 70/20/10 as a guide to paid media focus split)% for 3rd order, etc.
Loyalty is in part emotional though it’s also operational (particularly in B2B). Deliver to promise, frictionless reordering, tools that actually make customers jobs easier, etc improve stickiness and support LTV↑.
Many companies are still in the crawl + walk phase of AI adoption though ‘it’ is already here. E.g bid signal targeting, SEO optimisation, lifecycle triggers, content > subject line idea generation, demand forecasting, Etc are commercially starting to impact businesses and you should engage in POCs > iterate. Now.