Many business customers are unprofitable. To determine profitability you will have to get some software written that includes sales, margins, recency and frequency. The software should calculate every customer's profitability on a monthly basis. Spend service dollars on the gold customers . Don't deluge them with marketing.
Airlines let their gold customers fly first class.
Banks pick up their phone calls on the first ring . Marketing dollars should be spent on customers in the second, third and fourth quintiles. Don't waste marketing dollars on the losers at the bottom. Create advisory councils . Suppose that most of your business customers consist of environmental companies, transportation companies and construction companies.