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B2B Loyalty Programs- The 5 Effective Strategies For 2022

B2B Loyalty Programs- The 5 Effective Strategies For 2022

B2B loyalty programs (or B2B rewards programs) are customer retention solutions that include special features and loyalty logic to assist businesses in establishing brand loyalty with the enterprises to whom they sell. In terms of incentives and growth, they are vastly different from their B2C counterparts.

Keith Peterson
Last updated: Jan 12, 2022 | Jan 05, 2022

Table of Contents

B2B loyalty programs (or B2B rewards programs) are customer retention solutions that include special features and loyalty logic to assist businesses in establishing brand loyalty with the enterprises to whom they sell. In terms of incentives and growth, they are vastly different from their B2C counterparts.

With the B2B eCommerce industry alone expected to reach $1.8 trillion by 2023, it's logical that businesses in this vertical want to increase their market share. One method to do this is to guarantee that existing clients or contacts remain loyal, pleased, and engaged.

A continuously positive member experience should never be disregarded when it comes to obtaining repeat purchases. When this is combined with highly personalized experiences, customers are considerably more inclined to return to any business. It is critical to have technology that allows you to send the appropriate offer to the right consumer at the right time.

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Providing Transaction-Based Discounts

This form of a loyalty program is similar to the B2C method, but it works brilliantly in the B2B setting. Customers are granted a unique single or permanent discount after completing an order, which may be used for a current or future purchase. Discounts benefit not just your clients, but also your business. Discounts may be an essential aspect in boosting your business's success, from more sales to a better reputation for your brand.

The following are the primary benefits of utilizing such reductions for your company:

Attract new recurring clients: Because consumers want to buy anything on sale, discounts may be used to attract additional customers to your business. Simply show them the appealing discounts that your company provides to ensure that they are unable to resist the urge to purchase from your organization.

Increase sales: Offering a cheaper price or a lower price for numerous purchases increases the possibility that customers will want to purchase more to take advantage of the company's bargain.

Lower company expenses: By discounting things, you may reduce operational business costs and obtain superior economic resources, manufacturing equipment, and inventory management.

Increase your company's reputation: A trade discount is an amazing method to improve your customers' opinion of your company. As a result, other potential firms may build secure ties with your organization in order to continue doing business with you.

Making Use Of Tier Incentives

Tiered systems may be thought of as a strategy to instill client loyalty from the outset and encourage customers to buy more. You may begin with basic rewards to entice customers to become members, and then provide more lucrative and appealing programs to returning customers as their purchase volumes improve.

Tiered incentive program methods are limitless, allowing you to tailor your offerings to your exact sales objectives. A tiered scheme compensates top suppliers more generously than low vendors, improving overall incentive while more closely matching remuneration to contribution.

Organizing Member Functions

B2B event arrangements are an offline channel that promotes in-person contacts that result in specific business goals such as customer retention, event revenue, business partnerships, and brand recognition. In this sense, by utilizing face-to-face communication, businesses may establish long-term and durable connections with their partners and suppliers.

A well-planned member event may greatly benefit your organization and bring back unexpected benefits:

Improve business relationships: Attendees who are invited to such member events may have the impression that they are being appreciated and treated special, which leads to trust and a strong link with your company.

Product and service promotion: This is a once-in-a-lifetime opportunity to market, teach, and educate clients about your new goods and services, improving the likelihood of generating leads and purchases.

Create comparative advantages: Organizing member events is a great way to set your firm apart from the competition, especially when it comes to how your consumers remember and view your brand in the long run.

Implementing Referral Programs

"Business owners tell me every day that the way they generate most new business is through referral marketing," writes John Jantsch on duct tape marketing, a website dedicated to assisting small businesses with their marketing tactics. Referral systems are effective because they are dependable. When a trustworthy acquaintance tells you about a firm, you tend to trust that brand even if you have never heard of it before.

Referral schemes are frequently designed in such a manner that you receive greater benefits as you introduce more friends. Participating in such initiatives is thus a win-win situation for everyone. Referral programs bring in large cash, and they don't just bring in new consumers, but they bring in good clients as well.

Stimulating Co-Marketing And Support Activities

Co-marketing and support campaigns with your partners are an efficient way to acquire new customers. Many organizations discover that the value, skills, and resources of two companies may produce something more substantial than the sum of its parts, as the adage goes.

Here are some of the advantages of co-marketing:

Being more cost-effective by combining resources such as funds or abilities.

Customers of similar persons who are qualified as potential customers are shared.

Customers are delighted with excellent services, freebies, and co-branded items.

Continuous assistance and training courses are provided to one another.

Developing and maintaining a positive long-term connection.

The Best Example Of B2B Loyalty Programs


Lenovo, as one of the world's largest and most popular electronics manufacturers, exemplifies what a strong B2B loyalty program looks like.

Lenovo purchased IBM's X86 server group in 2014. IBM's erstwhile commercial partners, on the other hand, were unsure how to market the same servers.

Lenovo, on the other hand, was adamant about avoiding losing those commercial partners. So, with the help of Motivforce Marketing & Incentives, this IT firm created a fantastic loyalty program.

This is what Lenovo accomplished through the Lenovo Expert Achievers Program (LEAP)

Earn as you learn. Points would be awarded to business partners who completed two instructional modules on servers.

Earn money and sell it. Sales performance of business partners might be tracked. Their revenue was turned into points.

The Takeaway’s

Lenovo employed education as a motivator, assisting companies in learning how to generate more money with servers.

Lenovo's concentration on existing customers rather than attracting new ones is an amazing strategy to take away from this loyalty program.

The Results

Lenovo's goal was for 500 companies to join, and nearly 700 did. Participants in the loyalty program sold 7x more merchandise than the previous year.

Lenovo's aim was $170 million, which they easily exceeded by 40%.


It won't be long until loyalty systems take up in the B2B market, especially when the economy recovers from its epidemic lows. Customers' switching fees will only rise as their ties get more tangled. This should be enough of an incentive for businesses to get serious about offering their consumers some love.

Keith Peterson | I'm an expert IT marketing professional with over 9 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.


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