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Building Customer-Centric B-to-B Loyalty Programs for Today's Buyers

Original Presentation Date

Jul 26, 2017

Key Takeaways

By understanding their customers, B-to-B sellers can design programs that retain high-value members, attract new members, and are profitable to the enterprise.

Get answers to the following questions:

  • 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?

Detailed Overview

Business-to-business (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.

Merkle conducted a survey of B-to-B sellers and buyers in North America and the UK in April of 2017. The results provided clear direction around the types of features, services, and resources that B-to-B buyers consider.


Allison Cripps

Principle Consultant, Promotion & Loyalty Solutions