A successful reward program is an integral part of a successful B2B channel. When we are talking about the benefits of a reward program in B2B loyalty, we are talking about the benefits of a strong partnership at the same time. A reward program is not solely about discounts, exclusive offers, or points; it is more about creating a network of relationships in the most compatible way possible.
Don’t get us wrong – we are not saying points or discounts are useless or ineffective. Actually, they are effective components of B2C loyalty. However, the point here is that the multilayered nature of B2B requires a compatible approach. It is crucial because B2B relationships consist of intersecting goals, interests, and sometimes conflicts.
In the end, other brands and businesses are those who you are going to work with in B2B, and they have different mindsets than individual customers of the B2B world. It’s clear and understandable that they will have different aspirations, which will influence the ways they would prefer to be rewarded. Another critical thing to pay attention to: Multi-channels evolved to omni-channels today, making things even more complicated. We need to take omni-channel loyalty dynamics into consideration to have a broad understanding of today’s B2B eCommerce.
How is this possible, though, to arrange the necessary basis for such a complex mechanism? A mechanism where relationships could be monitored, assessed, and maneuvered. A mechanism where partners should be empowered with proper rewards. And once the foundation is set, how will you understand it will succeed or not? Let’s start with the basics of a B2B loyalty program first.
A successful reward program should embody certain metrics so any info you collect from your channel becomes meaningful. How so?
Apex Loyalty utilizes some B2B engagement metrics for this: Enrollment Rate, Redemption Rate, Active Engagement Rate, Point Accumulation Rate, Content Consumption Rate.
These metrics are for getting results to read the customer behavior patterns taking place within your channel. In other words, to improve channel behaviors you need certain numbers and Apex Loyalty provides that.
All the above cover the “data” aspect of your B2B channel. However, you should blend the “numbers” with the right mindset to fully empower your valuable niche.
The most significant character of B2B loyalty is that the niche customer base is smaller, compared to the B2C world. As much as it may sound positive, it entails more diligent work when it comes to defining your objectives, as well as the target area.
This is a notion that has an impact on anything you got to do or say, as the brand. In other words, from the tiniest marketing material to the overall brand strategy, anything you do will have traces of your authentic definition of your work. This is a lot of work, but a good effort that will shape your strategy in a positive way.
Once you set your own language and tune accordingly, you will be able to take the first firm steps to shape your channel. And a B2B loyalty program becomes an element of utmost importance at this very stage. How should you make it a fit for your brand and customer base, though?
CRM based communication content is Apex Loyalty’s power. You will be able to create your vocabulary easily and apply it to everyday communication.
We cannot emphasize the importance of defining your segment in the B2B context enough.
Apex Loyalty offers a segmentation and campaign wizard to produce numerous customer segmentations. You will be able to use them to create campaigns to reward your selected group with points.
B2B ecosystem requires more communication than B2C.
Apex Loyalty on-site engagement and gamification tools provide novel ways for 24/7 communication with your B2B channel, customers, and even your own employees.
Apex Loyalty also rewards all channel parties through educational material. They can gain product or service knowledge by built-in rewards, in an easy and fun way.
You will work with partners from various segments in a B2B channel. Some will bring material value, while some will contribute to how your brand is perceived.
It’s up to you as the channel manager to discover these gems.
Apex Loyalty success stories highlight some exceptional social value creation stories that will inspire you in finding creative ways to engage with your partners and reward them.
With Apex Loyalty you can create account-based sales targets and incentives that will motivate your customers. Do not fall for the common pitfalls of generic customer incentives, though. Apex Loyalty is designed with a flexible and creative mindset, so you don’t have anything to worry about if you are crafting your incentives on Apex Loyalty.
We know there’s no standard reward program when it comes to B2B loyalty. However, adopting a flexible and adjustable reward program like Apex Loyalty will help you transform your efforts into what you and your partners need today.
You can read our previous post on https://www.apexloyalty.com/why-is-brand-loyalty-so-important-in-b2b-marketing/
Apex DXP 2022 © All rights reserved.
Apex transforms the way you engage with trade!
Leave a Comment