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Loyalty trends and best practices

Successful B2B Loyalty Programs Mirror Their B2C Counterparts

by Julia Leyrer
October 02, 2017
Successful B2B Loyalty Programs Mirror Their B2C Counterparts

A Merkle B2B customer loyalty study, based on results from an April 2017 survey of 400 North American and U.K. B2B enterprise buyers and sellers, is broken down into three reports that examine how: Non-financial incentives and business-building services have the power to deepen seller-to-buyer relationships and boost revenues attributed to B2B loyalty programs. Business owners and B2B 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 B2B program providers and members. B2B members want… Read more

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

by Julia Leyrer
July 12, 2017
[Webinar] Building Customer-Centric B-to-B Loyalty Programs for Today's Buyers

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. 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... Read more

[Webinar] Retention and Loyalty. The End Is Only the Beginning.

by Julia Leyrer
March 20, 2017
[Webinar] Retention and Loyalty. The End Is Only the Beginning.

Join Merkle to understand how to better leverage digital tactics through addressable marketing and owned media experiences for cross-sell, upsell and retention. We will help you identify your target audience for retention messaging and how can you drill into channels and influencers. Retention is much more than loyalty programs, learn how you can upsell your offerings. Learn the importance of retention and understand how you can... Read more

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