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Customer Centricity has emerged as a new effective business mindset that makes customers and their needs the start and finish of all strategic and tactical decision making. The ultimate goal is to increase Customer Loyalty. In recent years, however, the B2B business landscape itself has also changed dramatically. It is no longer a given that we understand all our potential customers, nor is it a given that they will know us. The challenge for B2B companies today is therefore to connect with, and lead, customers in this new, digitally led decision-making landscape in such a way as to be top-of-mind when the time for direct engagement comes – and enable the all-important bond of customer loyalty to be formed. To achieve this, it is necessary to reset our agenda, we must work closely together with sales to EXPLORE, ENGAGE and EXCITE our prospects and customers along the buyer and the customer journey.