Merkle (www.merkle.com), a leading technology-enabled, data-driven performance marketing agency, announced that it has released a new report, Business-Building Resources & Relationships That Lead to Lifetime Loyalty, which examines the current state of B-to-B programs and identifies the gap between what buyers expect and what B-to-B sellers currently provide and measure.

Based on a survey of B-to-B sellers and buyers in North America and the UK, the 2017 study produced clear direction around the types of features, services, and resources that B-to-B buyers consider, value, and demand in today’s business environment. The study’s findings indicate that B-to-B loyalty program success relies on a mutual value exchange between companies and their client buyers. Buyers seek incentives and business-building services from B-to-B program operators, while the companies seek more revenue and profitability from these clients.

 “B-to-B loyalty programs must move beyond the traditional appeal of financial incentives and transactional benefits if they are to provide customer-centric value and create lifetime loyalty from the business owners who join them,” said Michael Hemsey, president, Merkle Loyalty Solutions.

In support of the research findings, Merkle is hosting a complimentary webinar, Building Customer-Centric B-to-B Loyalty Programs for Today’s Buyer, led by Allison Ferguson, senior director of loyalty strategy, Merkle Loyalty Solutions. The webinar will take place on Wednesday, July 26, 2017 at 2:00 pm ET.

The webinar will answer fundamental questions like:

• What should the ideal B-to-B loyalty program look like?
• What key elements and services will motivate buyers to sign up, engage, and deepen their loyalty?
• Which trends, considerations, and features must be considered to make B-to-B loyalty programs customer centric and compelling?
• What can B-to-B sellers do to make their programs capable of forging long-lasting and profitable relationships with their buyers?