I advocate Professor Byron Sharp’s view that it is incumbent on marketers to target all potential buyers of a product or service in order to stimulate growth, and that sole focus on your regular purchasers is a mistake. But – as long as marketers don’t forget that – thanking loyal clients for their custom must be one of our priorities as marketers. That’s particularly true in B2B marketing, but here’s a B2C example that I’m rather fond of… … Check out the marmarati – activating your super-fans