Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that it has released a new report, Business-Building Resources & Relationships That Lead to Lifetime Loyalty, which examines the current state of B-to-B programs and identifies the gap between what buyers expect and what B-to-B sellers currently provide and measure.
Based on a survey of B-to-B sellers and buyers in North America and the UK, the 2017 study produced clear direction around the types of features, services, and resources that B-to-B buyers consider, value, and demand in today’s business environment. The study’s findings indicate that B-to-B loyalty program success relies on a mutual value exchange between companies and their client buyers. Buyers seek incentives and business-building services from B-to-B program operators, while the companies seek more revenue and profitability from these clients.
“B-to-B loyalty programs must move beyond the traditional appeal of financial incentives and transactional benefits if they are to provide customer-centric value and create lifetime loyalty from the business owners who join them,” said Michael Hemsey, president, Merkle Loyalty Solutions.
In support of the research findings, Merkle is hosting a complimentary webinar, Building Customer-Centric B-to-B Loyalty Programs for Today’s Buyer, led by Allison Ferguson, senior director of loyalty strategy, Merkle Loyalty Solutions. The webinar will take place on Wednesday, July 26, 2017 at 2:00 pm ET.
The webinar will answer fundamental questions like:
- What should the ideal B-to-B loyalty program look like?
- What key elements and services will motivate buyers to sign up, engage, and deepen their loyalty?
- Which trends, considerations, and features must be considered to make B-to-B loyalty programs customer centric and compelling?
- What can B-to-B sellers do to make their programs capable of forging long-lasting and profitable relationships with their buyers?
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 5,500 employees, Merkle is headquartered in Columbia, Maryland, with 24 additional offices in the US and 26 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.