“Customer experience” is the name of today’s marketing game. Although the two have historically lived in different marketing universes, B2B and B2C industries now face customer bases with the same expectations. Just as in B2C, B2B customers want relevant, personalized, valuable information and experiences with your brand. One of the ways you can improve customer experience is by adding personalization to your B2B customer loyalty program. Here are a few tactics that will make your loyalty program more personalized and engaging:

1. 9 Creative Ways to Promote
Your B2B Loyalty Program

2. The best way to generate success in your loyalty program is
to communicate the program’s value in way that’s clear and
engaging. These nine, out-of-the-box loyalty marketing
strategies will help you promote your B2B customer loyalty
program by turning heads in innovative, unexpected ways.

3. #1: Launch your loyalty program with a contest.
Who doesn’t love winning?
Invite your target audience to
participate in a sales contest
to drum up excitement and
interest in the program when
it’s launched.

4. #2: Get personal.
And not in a weird way.
Communicate your brand value
through your loyalty program to earn
customer trust: the best competitive
edge you can gain.
Personalize program communications.
It’s often as simple as adding a name
token to emails.
A Feedback Loop study
found that the subject line:
“[FirstName], How’s it
going?” got a 40% better
open rate than “Any
feedback for Feedback
Loop?”

5. #3: Go mobile.
There’s an app for that.
People’s personal and professional business lives
happen in real-time on their phone, these days, and
your loyalty program should be part of both!
Salespeople can use a loyalty program mobile app to
submit sales claim documentation from the field for
faster, better claims verification, and reward
redemption.
52% of smartphone
owners check their
phones multiple times
an hour.—Gallup

6. #4: Use direct mail.
Wait a minute, Mr. Postman!
Snail mail is most effective
when it’s as personalized as
possible. Use participant data
culled from your online loyalty
program database to create
more personalized messages
and effective calls to action.
70-80% of consumers
open almost all their
physical mail.
79% of consumers say
they act on direct mail
immediately, compared to
45% who say the same of
emails.— DashBurst

7. #5: Offer exclusive promotions to certain B2B customers.
VIP status, woo-hoo!
Segment your efforts and goals as
often as possible to get the most out
of your program. People are more
invested in unique, exclusive
opportunities.
People are 15% more
likely to respond to a
message’s call to action
when they were
labeled as being part of
a certain group in the
message.— HelpScout

8. #6: Roll out open enrollment.
You get to be involved!
Starting your loyalty program with open enrollment forms allow your
participants to sign up to your program without an invitation. They
can use this form to give you selective contact information.
Contacting participants the way they prefer to be contacted
establishes trust and appreciation towards the loyalty program and
your brand.
Customer data gathered from loyalty program open enrollment
forms grants you a detailed picture of unique trends in your
marketplace.

9. #7: Use CRM integration technology.
All together now!
Use CRM integration technology to
connect your loyalty program to your
CRM system. This feeds customer data
collected from sales documentation into
your CRM system, and vice versa.
You’ll gain a more detailed picture of
your customers to develop better
marketing strategies.

10. #8: Give their loyalty rewards a head start.
All together now!
Find ways to your B2B
customers feel like the ball is
already rolling. Give them points
or participant membership title
updates simply for enrolling or
updating their profiles. If they
feel they’ve already made
progress in the program, they’re
more likely to stay engaged.

11. #9: Draw inspiration from loyalty program reports.
Picasso, is that you?
Regularly explore and
analyze loyalty program
reports to identify growth
opportunities and areas to
improve.

12. B2B loyalty programs can offer a wealth of diverse
benefits to you and your channel partners alike. The
trick is promoting them in a way that showcases these
benefits in all their glory. Use these nine loyalty program
hacks to get the most out of your program.