Should your B2B loyalty program differ in any way from a B2C program? What are the variables involved?
Differences between B2B and B2C loyalty:
- Less target group knowledge
- Less consumer insight (e.g. buying habits, needs, technology) because of intermediate trade levels
- Very narrow and differentiated target groups (e.g. farmers at Bayer Crop Science)
- Lower number of participants
However more revenue generated per head, so how do you achieve B2B loyalty?
Mark Edenharder, MD, arvato Bertelsmann presents at Loyalty World about not only how B2B programs need top differ, but also how to identify and motive you sales drivers with B2B CRM programs. Download his presentation here: Download presentation
Find out more about being a part of Loyalty World 2013 (part of the Customer Festival) download the prospectus here: Customer Festival Prospectus