We use cookies. You have options. Cookies help us keep the site running smoothly and inform some of our advertising, but if you’d like to make adjustments, you can visit our Cookie Notice page for more information.
We’d like to use cookies on your device. Cookies help us keep the site running smoothly and inform some of our advertising, but how we use them is entirely up to you. Accept our recommended settings or customise them to your wishes.
The Ideal B-to-B Loyalty Program: What Should It Look Like?

The Ideal B-to-B Loyalty Program: What Should It Look Like?

By their very nature, B-to-B loyalty programs are unique entities. They are marked by long buying cycles, complex organizations, and industry-specific needs. Business owners have high expectations for rewards and measurable results once they join – whether they define results as higher sales, lower operational costs, strong competitive advantage, or other benchmarks.

How can B-to-B sellers give their business clients the incentives and rewards they expect, while also delivering the customer-centric services and resources that keep B-to-B members engaged, successful, and loyal?

Download the 1st report of our 3-part B-to-B loyalty report series to understand what the ideal B-to-B loyalty program should look like so that it's attractive to buyers and delivers results for sellers.

About the Report Series: 

The Essential Guide to Establishing Loyalty for B-to-B is a series of three reports, published by 500friends and Merkle, examining the value of non-financial, value-added incentives and services in B-to-B loyalty programs for cementing stronger B2B provider-member relationships and driving revenues from B-to-B loyalty programs.

Financial incentives have significant power to attract members' interest in B2B loyalty programs, but what really cements provider-member relationships and leads to more B2B-attributable revenues is the provider's ability to embed itself across the members' business operations – a joint formula for the continued success of both companies.

The series of three reports will examine how:

  • Non-financial incentives and business-building services have the power to deepen seller-to-buyer relationships and boost revenues attributed to B-to-B loyalty programs.
  • Business owners and B-to-B buyers identify non-financial incentives and supportive, reliable, business-building services as most critical to their continued loyalty. These value-added services can range from dedicated support to educational content to the certainty of reliable products and services.
  • Business-building services and reliable products/services – accompanied by high levels of personal attention, professional knowledge, and helpful resources – can strengthen relationships between B-to-B program providers and members.
  • B-to-B members want reassurances that their B-to-B loyalty program providers can help them run their businesses more successfully.