The document discusses successful loyalty models in the B2B sector. It notes that customer loyalty is becoming more important in B2B markets to increase loyalty, differentiate from competitors, and optimize order and fulfillment processes. Implementing loyalty programs in B2B requires understanding different challenges compared to B2C, such as dealing with buying centers rather than individuals and legal restrictions. Successful B2B loyalty programs require understanding customers' needs, the market situation, and developing individual reward programs in partnership with professional operators.
Sometimes it can be overwhelming with all the ABM best practices out there. That’s why we are bringing you a real story of exactly how one woman successfully implemented ABM at her large company.
Join Keyonda Noel, Director, Marketing Operations from Cotiviti as she dives into how she was able to implement an ABM strategy. No fluff, just real tactics and secrets of how she made it happen.
Gamification Benefits to Rewards/Loyalty Programstalktalk
Rewards/loyalty programs are proven to rapidly gain and significantly retain customers, increase faster repeat revenues and accelerate customer engagement.
Gamification adds to the concept of user engagement process and offers new dimension to both customers and staff. Here's #10 - 10 – Future trends in gamification changes the paradigm of customer engagement farther and faster than other means – game theory and artificial intelligence techniques will drive future customer engagement programs. Simulations of all kinds will be used internally to motivate staff and customers alike. Designing of games will evolve as part of nearly all business operations making the job of the job more efficient , effectively and certainly more fun.
Account Based Sales for Key Account GrowthRevegy, Inc.
According to SiriusDecisions, the recent buzz around account based sales reflects a long overdue need to enhance the way companies do account management...by breaking out of the status quo and exploring new, innovative approaches to the age-old concept of account planning, companies like Oracle are driving immediate pipeline growth from their most strategic customers.
Learn how world-class sales organizations are applying modern, account-based selling techniques to grow existing revenues:
The critical missing element that prevent account teams from discovering more immediate revenue opportunities
Why traditional approaches to account planning fail and what the most successful programs have in common
The best practices framework that companies like Oracle, JDA and BlackLine use to drive organic growth
Learn how to create an action plan that defines how you will reach your target customers and achieve competitive advantage. This session is geared for startups that have not yet entered the market and are contemplating what needs to be in place for product launch.
Final presentation of Go-to-Market Strategy for Fitbit Premium Project for University of Washington Software Product Management Certificate Program. June 2013
Sometimes it can be overwhelming with all the ABM best practices out there. That’s why we are bringing you a real story of exactly how one woman successfully implemented ABM at her large company.
Join Keyonda Noel, Director, Marketing Operations from Cotiviti as she dives into how she was able to implement an ABM strategy. No fluff, just real tactics and secrets of how she made it happen.
Gamification Benefits to Rewards/Loyalty Programstalktalk
Rewards/loyalty programs are proven to rapidly gain and significantly retain customers, increase faster repeat revenues and accelerate customer engagement.
Gamification adds to the concept of user engagement process and offers new dimension to both customers and staff. Here's #10 - 10 – Future trends in gamification changes the paradigm of customer engagement farther and faster than other means – game theory and artificial intelligence techniques will drive future customer engagement programs. Simulations of all kinds will be used internally to motivate staff and customers alike. Designing of games will evolve as part of nearly all business operations making the job of the job more efficient , effectively and certainly more fun.
Account Based Sales for Key Account GrowthRevegy, Inc.
According to SiriusDecisions, the recent buzz around account based sales reflects a long overdue need to enhance the way companies do account management...by breaking out of the status quo and exploring new, innovative approaches to the age-old concept of account planning, companies like Oracle are driving immediate pipeline growth from their most strategic customers.
Learn how world-class sales organizations are applying modern, account-based selling techniques to grow existing revenues:
The critical missing element that prevent account teams from discovering more immediate revenue opportunities
Why traditional approaches to account planning fail and what the most successful programs have in common
The best practices framework that companies like Oracle, JDA and BlackLine use to drive organic growth
Learn how to create an action plan that defines how you will reach your target customers and achieve competitive advantage. This session is geared for startups that have not yet entered the market and are contemplating what needs to be in place for product launch.
Final presentation of Go-to-Market Strategy for Fitbit Premium Project for University of Washington Software Product Management Certificate Program. June 2013
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
A comprehensive account planning and strategy template. Strategy development and execution are critical to a successful selling environment. This template is an easy to follow yet powerful tool to increase sales success.
Key account management vs Traditional sales - Quick comparison guide Hakeem Adebiyi
Whats the difference between KAM, this seems to be the most popular question on all KAM forums. Personally I think a better question is what skills are required to achieve the business goals of your organisation? However the popularity of the question and the debate it generates has led me to produce a quick comparison guide .
How to Improve Customer Loyalty in RetailMarketBridge
We all know that shoppers prefer a personalized experience based on their historical interactions with a Retailer (skeptical? 85% of shoppers say they want that!). So why do we fall short of delighting them with the experiences they're asking for? Get real strategies for gaining true customer loyalty
Effectively managing channel incentives to drive partner behavior and program...Zyme - An E2open Company
As channel incentives programs offered by product manufacturers to channel partners get increasingly more complex, it has become even more challenging than before to drive partner participation, influence partner behavior, and measure data-backed ROI of the programs.
View these slides from a webinar featuring SiriusDecisions, Western Digital and Zyme to learn about the current state of channel incentives programs, and how leading companies are aligning their incentives programs to drive greater channel sales while reducing their channel investment.
Zyme offers zymeIncentives - one of the most comprehensive, data-driven incentives solution in the industry – for leading technology manufacturing companies to seamlessly manage their incentives programs. Some of the key competitive advantages offered by zymeIncentives to manufacturers are:
User-defined Innovative program definitions
Leverage Zyme’s proprietary TruePay engine
Comprehensive portfolio of capabilities to manage various incentives programs
End to end visibility
Sales leader Derek Draper shares the Stage Management Guide that boosted his team's performance metrics across the board. Read the rest of the story on First Round Review: http://firstround.com/review/this-sales-plan-moves-the-needle-on-every-success-metric/
If you are an enterprise entrepreneur who is launching initially, finding Product Market Fit, seeking Go-To-Market repeatability, or introducing a new product to market, this summit is for you.
A Go to Market Strategy is a strategic plan that organizations use to outline how they will bring a new product, service, or business model to market. This strategy is created with the intention of attaining competitive advantage in the industry by improving the overall product experience of the customer (e.g., reasonable price, high quality materials, etc.). While creating an enticing value proposition is a commonly used strategic plan of organizations, the Go to Market Strategy is unique in that it specifically highlights how the company will use internal and external resources to differentiate and establish itself to succeed in a new market segment or geography.
Fill out the template on the next page with ideas related to your Go to Market Strategy.
Sales & Marketing Development Plan - a template for the CROFan Foundry
This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.
Today’s B2B landscape is facing a paradigm shift from business to business to human to human, leading to 5 key challenges for businesses to overcome. Vivaldi brand-building experts share winning approaches to tackle these challenges to unlock growth opportunities. If you're interested in learning more, please contact us at: hello[at]vivaldigroup.com
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
A comprehensive account planning and strategy template. Strategy development and execution are critical to a successful selling environment. This template is an easy to follow yet powerful tool to increase sales success.
Key account management vs Traditional sales - Quick comparison guide Hakeem Adebiyi
Whats the difference between KAM, this seems to be the most popular question on all KAM forums. Personally I think a better question is what skills are required to achieve the business goals of your organisation? However the popularity of the question and the debate it generates has led me to produce a quick comparison guide .
How to Improve Customer Loyalty in RetailMarketBridge
We all know that shoppers prefer a personalized experience based on their historical interactions with a Retailer (skeptical? 85% of shoppers say they want that!). So why do we fall short of delighting them with the experiences they're asking for? Get real strategies for gaining true customer loyalty
Effectively managing channel incentives to drive partner behavior and program...Zyme - An E2open Company
As channel incentives programs offered by product manufacturers to channel partners get increasingly more complex, it has become even more challenging than before to drive partner participation, influence partner behavior, and measure data-backed ROI of the programs.
View these slides from a webinar featuring SiriusDecisions, Western Digital and Zyme to learn about the current state of channel incentives programs, and how leading companies are aligning their incentives programs to drive greater channel sales while reducing their channel investment.
Zyme offers zymeIncentives - one of the most comprehensive, data-driven incentives solution in the industry – for leading technology manufacturing companies to seamlessly manage their incentives programs. Some of the key competitive advantages offered by zymeIncentives to manufacturers are:
User-defined Innovative program definitions
Leverage Zyme’s proprietary TruePay engine
Comprehensive portfolio of capabilities to manage various incentives programs
End to end visibility
Sales leader Derek Draper shares the Stage Management Guide that boosted his team's performance metrics across the board. Read the rest of the story on First Round Review: http://firstround.com/review/this-sales-plan-moves-the-needle-on-every-success-metric/
If you are an enterprise entrepreneur who is launching initially, finding Product Market Fit, seeking Go-To-Market repeatability, or introducing a new product to market, this summit is for you.
A Go to Market Strategy is a strategic plan that organizations use to outline how they will bring a new product, service, or business model to market. This strategy is created with the intention of attaining competitive advantage in the industry by improving the overall product experience of the customer (e.g., reasonable price, high quality materials, etc.). While creating an enticing value proposition is a commonly used strategic plan of organizations, the Go to Market Strategy is unique in that it specifically highlights how the company will use internal and external resources to differentiate and establish itself to succeed in a new market segment or geography.
Fill out the template on the next page with ideas related to your Go to Market Strategy.
Sales & Marketing Development Plan - a template for the CROFan Foundry
This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.
Today’s B2B landscape is facing a paradigm shift from business to business to human to human, leading to 5 key challenges for businesses to overcome. Vivaldi brand-building experts share winning approaches to tackle these challenges to unlock growth opportunities. If you're interested in learning more, please contact us at: hello[at]vivaldigroup.com
Emerging markets already offer a wide range of business opportunities
and the number of attractive business cases is growing at a rapid
pace. Population growth, urbanization, industrialization, improved
governance structures and the massive development in modern ICT
technology are making the markets even more attractive and accessible
for foreign companies...
A proven way to drive optimal value from your digital ad spend is making sure they are displayed only to relevant, high-yield accounts. This assures your ad budget is spent on the accounts that matter and the ads that they see are more personalized and convert more of these key accounts into qualified leads.
In this presentation, Marketo's targeting titans, Mike Telem and David Myers, will review how to:
- Identify key accounts for top funnel targeting
- Manage named account lists and analyze your top funnel engagement with them
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Case by Case basis Results
Case 1: b2b Network Partner for Government and Enterprise Projects
After nearly a year of zero business growth, Go Global experts realigned the
business segment to include a peripheral service segment, focus on network
enabled qualifications for participation on Government projects.
o The result was, we got three successful tender participation through
really smart play of partner competencies, market differences in cost of
operations and reducing cost of competition, delivery to our advantage
o With success of the first few projects, the b2b partner felt encouraged
enough to undertake more serious business avenues resulting is over
$10Mn+ is sales booking through larger, long term contracts in SE Asia
markets
Case 2: b2b Network Partner for Improved Market Presence, Localized Engagement
A startup needing presence and marketing on North American markets, with
ability to generate leads, but with strong localization and presence in Canadian
markets, the value of sales and quality of projects was very different
o Before starting and aligning a b2b partner in Canada, the client had
a average sales under $1000, was able to acquire up to 10 customers
every month, however the margins were small
Growth with Account-Based Marketing: The Story of SchoolDudeMarketo
This presentation shows how SchoolDude, the nation's leading education platform of cloud solutions for schools and universities, dramatically grew their marketing outreach and substantially improved their overall marketing ROI with Account-Based Marketing.
Marketo User Groups: Account-Based MarketingMarketo
View our slides to increase engagement levels across your strategic accounts and learn how to:
-Target the RIGHT accounts
-Engage key decision-makers across channels
-Measure with an account-lens so you can optimize your programs
-See our Web Personalization and ABM tools in action!
Growth Hacking Workshop - Selfnation Case StudyLuke Szkudlarek
A quick intro to growth hacking together with a case study of a swiss fashion startup - Selfnation. We'll show some lessons from what.digital's work with startup and Selfnation's marketing campaigns.
This session was delivered as part of the series of workshops for Swiss Startups - organised by Venturelab.
What are the components of an excellent sales enablement process that evolves the sales function into a much larger contributor to the strategic growth of an organization? This presentation will answer this effectively.
By embracing digital marketing and integrating it with offline communications, a company will demonstrate thought leadership, reinforce its position as a trusted advisor in the financial services community and fuel new client acquisition.
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
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Successful loyalty models in the b2b sector
1. Successful Loyalty Models in the B2B
Sector
Comarch loyalty management conference
Barcelona, October 22nd 2010
2. Swiss Post Solutions Seite 2Successful Loyalty Models in the B2B Sector
Agenda
Why treat the B-to-B sector different?
What to consider before implementing B-to-B
loyalty activities?
Current market situation
How to run a successful B-to-B loyalty program?
Conclusion/Contact
3. Swiss Post Solutions Seite 3Successful Loyalty Models in the B2B Sector
The current market situation in the B-to-B sector is
tense
1. Increasing
number of
competitors
2. High importance
of budget
efficiency
3. Cost oriented bid
processes
4. Retailers face:
…demanding
customers
…increasing rents
…high storage costs
Managing the tight market situation (short-term challenges) and simultaneously
moving business to „the next level“ (long-term strategy) is a challenge in the
B-to-B market.
4. Swiss Post Solutions Seite 4Successful Loyalty Models in the B2B Sector
Customer loyalty is becoming more and more important
- also in the B-to-B market
Increase of loyalty
Differentiation from competitors
Development of the business relationship
Optimization of order- and fulfillment processes through
information exchange
Avoiding participation in price wars
Additional Value through customer loyalty in the B-to-B market
5. Swiss Post Solutions Seite 5Successful Loyalty Models in the B2B Sector
B-to-B relationship
B-to-C relationship
Building up a B-to-B relationship is a worthwile invest-
ment – but invests are still lower than in B-to-C markets
Example:
In the DSL market appr. 350 €
SAC are invested in a customer
who spends about 700 € p.y.
Higher value
=
more invest?
6. Swiss Post Solutions Seite 6Successful Loyalty Models in the B2B Sector
Agenda
Why treat the B-to-B sector different?
What to consider before implementing B-to-B
loyalty activities?
Current market situation
How to run a successful B-to-B loyalty program?
Conculsion/Contact
7. Swiss Post Solutions Seite 7Successful Loyalty Models in the B2B Sector
In the B-to-C market certain aspects boost the usage of
reward programs
Initial situation for loyalty programs in the B-to-C market
One single contact person
Tracking of customer
behavior
Additional information,
i.e. attitude, interest,…
available
(primary/secondary sources)
Emotional involvement
Possibility of offering
value added services
Scalability
8. Swiss Post Solutions Seite 8Successful Loyalty Models in the B2B Sector
In contrast to the B-to-C market, the initial situation for
B-to-B loyalty activities is different
Initial situation for loyalty activities in the B-to-B market
Buying center
Various
persons/departments
with different goals
involved
Legal restrictions
Benefit structure –
personal or company
benefit?
Moving target
Personal contact through
sales force
9. Swiss Post Solutions Seite 9Successful Loyalty Models in the B2B Sector
Agenda
Why treat the B-to-B sector different?
What to consider before implementing B-to-B
loyalty activities?
Current market situation
How to run a successful B-to-B loyalty program?
Conclusion/Contact
10. Swiss Post Solutions Seite 10Successful Loyalty Models in the B2B Sector
Basically there exist two different types of business
relationships which go along with different challenges
(manufacturing)
company
Services company
(manufacturing)
company
Retailer(s)
1
2
Different Models
-
Different challenges
11. Swiss Post Solutions Seite 11Successful Loyalty Models in the B2B Sector
In large companies different persons are involved in the
buying process
Buying
Center
Expert
Gate Keeper
User
Buying agent
Decider
Who to adress?
Where to get up to date contact
information?
Whose needs should be
considered?
Who appreciates which benefits?
Who may use the benefits?
Situation 1
12. Swiss Post Solutions Seite 12Successful Loyalty Models in the B2B Sector
In the B-to-B market the retailers play an important role
to the manufacturers and to the customers
Situation 2
Manufacturer Retailer Customer
13. Swiss Post Solutions Seite 13Successful Loyalty Models in the B2B Sector
But not only the business relationship is an important
influence factor to the individual loyalty strategy
country specification
Product-
strategy
Program-
strategy
Competitors Legal framework Political framework Finance
Type of business
relationship
Branch/Market
segment
Market position
Individual B-to-B loyalty strategy
14. Swiss Post Solutions Seite 14Successful Loyalty Models in the B2B Sector
For implementing the loyalty strategy different tools
and methods can be used
Corporate Publishing
B-to-B Platforms
Integration in
engineering
Special eventsReward programs
EXAMPLES
15. Swiss Post Solutions Seite 15Successful Loyalty Models in the B2B Sector
Depending on the individual market situation B-to-B
loyalty instruments can be used
Instruments:
- Retailer Platform
- Reward program
- Engeneering integration/customization
Instruments:
- Individual contact
Loyalty Program Sales Force
Possibilities:
Constant direct contact
Retailer/Customer initiated contact
Continuous information flow
Enforcing certain actions due to rewards
…
Possibilities:
Personal contact
Direct feedback
Quick establishment of personal relationship
…
Difficulties:
- Limited personal contact
- Set up/running/improvement necessary
Difficulties:
- Success strongly depending on quality and
manpower of sales force
- Only certain contact points/appointments…
16. Swiss Post Solutions Seite 16Successful Loyalty Models in the B2B Sector
Agenda
Why treat the B-to-B sector different?
What to consider before implementing B-to-B
loyalty activities?
Current market situation
How to run a successful B-to-B loyalty program?
Conclusion/Contact
17. Swiss Post Solutions Seite 17Successful Loyalty Models in the B2B Sector
Examples of successful B-to-B Programs -Farming-
Our solution for an international farming company
Full
Service
Reward
Program
Individual
market
analysis &
business case
calculation
Development of a
unique program concept
Implementation of the
strategic program
concept:
-Marketing concept
-IT implementation
- Partner integration
-…
Fulfillment
1
2
3
4
18. Swiss Post Solutions Seite 18Successful Loyalty Models in the B2B Sector
Examples of successful B-to-B Programs –Gasoline I-
The Aral Aktiengesellschaft (joint stock company) currently operates around
2,400 petrol stations (approx. 1,500 tenants / approx. 630 freehold tenants) in
Germany and, as the market leader, thereby offers its customers a
comprehensive network of petrol stations.
- Complex contractual situation
- Lots of service stations are operated
by tentants (dealer owned/dealer
operated)
- Guaranteeing constistant
compliance is difficult
- Developing & implementing an
incentive system
- Motivation to take part in certain
special offers and activities
- Integration of more than 600
freehold tentants
Initial situation Goal
19. Swiss Post Solutions Seite 19Successful Loyalty Models in the B2B Sector
Examples of successful B-to-B Programs –Gasoline II-
Consultation
Technical
design
Implemen-
tation
Hosting/
Operation
- B-to-B reward program
- Target group: free tentants
- Concept: rewards for tentants who participate in certain special events, promotions
etc. (criteria-based reward logic)
- Marketing: Introductory campaign for the participating petrol station tenants
- Go live: on tim on 01.04.2010 after a total project duration of only four months
Our solution for ARAL
20. Swiss Post Solutions Seite 20Successful Loyalty Models in the B2B Sector
Agenda
Why treat the B-to-B sector different?
What to consider before implementing B-to-B
loyalty activities?
Current market situation
How to run a successful B-to-B loyalty program?
Conclusion/Contact
21. Swiss Post Solutions Seite 21Successful Loyalty Models in the B2B Sector
The key to successful B-to-B loyalty activities is…
…to understand clients´ needs
… to look at the individual market and internal situation
…to integrate professional partners, so you can focus on your core business
…to analyze the current loyalty activities
…and last but not least to develop and implement an individual reward program
Conclusion
22. www.swisspost.de/solutions
Your contact
Contact
Kilian Thalhammer
Director Solutions Management
main: +49 (89) 2441 059 – 50
direct: +49 (89) 2441 059 - 52
fax: +49 (89) 2441 059 - 63
mobile +49 (160) 4784 995
E-Mail: kilian.thalhammer@swisspost.eu
XING-Profil:
Swiss Post Solutions
E-Business Solutions
Albert-Roßhaupter-Str. 32
81369 München
www.swisspost.de/solutions
www.slideshare.net/swisspostsolutions
