Distinguishing B2B Loyalty Programs from B2C

by Natasha Ambavle |

Distinguishing B2B Loyalty Programs from B2C

When it comes to loyalty programs, there is no ‘One size fits all’. We’ve come a long way since stamps and coupons to now bespoke loyalty programs. In the B2C sector, loyalty programs have been around for decades but in the B2B arena, they are fairly new entrants. However, the trend is rapidly catching up, … Read more

Answering all Questions, You Had About Customer Loyalty

With the marketing arena drowning with buzz words like ‘customer advocacy’, ‘customer loyalty, ‘customer affinity’, it is understandable to have questions. Especially when you are on the fence about some of these concepts and want to be absolutely sure before investing in loyalty strategies and programs. Here, we attempt to answer some of the most … Read more

Why Customer Loyalty is at the heart of Winning Marketing Strategies

customer loyalty

The mantra to staying ahead of the competition and gaining traction in an overly saturated market is- Customer is King! All marketing gurus harp on the importance of keeping customers happy in order to increase customer loyalty. Customer loyalty is the new currency, more valuable than dollars and pounds. Loyal customers dictate your brand value, … Read more

Understanding Customer Loyalty and Strategies to Reinforce It

During one of our conversations, a friend of mine insisted I switch my brand of toothpaste to hers. Her reasoning was simply that it was better and she had been using it for years. I questioned her about the product’s quality and whether she had any hard facts that prove it was better than the … Read more

Understanding Loyalty Card Systems

Loyalty Card System

The loyalty system dates back to the 18th Century when American retailers started giving out copper coins to their customers, which could be redeemed on their next purchase. This marketing strategy gained traction, and copper coins were first replaced with tokens and then stamps. Today, loyalty programs are represented either in the form of plastic … Read more

Improve Customer Retention with Business Reward Programs

Business Reward Programs

Don’t we all agree that it costs a lot more to acquire a customer (which is almost 25 times more expensive) than to retain them? The same is true for your relationship with B2B customers. Which means retaining your B2B customers is vital to the growth of your business. Hence business rewards programs are the … Read more

B2B Customer Loyalty Programs Best Practices

B2B Customer Loyalty Programs Best Practices

Loyalty initiatives have been commonplace in the B2C space but, due to increased competition, B2B businesses are waking up to the fact that investing in loyalty is vital. In today’s times when change is the only constant, retaining your loyal customers is critical for success. The payoff for customer retention is big: a 5% increase … Read more

Understanding customer value and how you can create it

So, Larry goes out to the market to buy a washing machine. Seller A offers Larry “The best washing machine in town,” with good horsepower and a sleek new design. Seller B offers Larry a smartly designed, German-engineered washing machine, with 5 HP, 14 lbs. capacity, and one year warranty. Which machine do you think … Read more

The New Look of Loyalty, Making Loyalty Easy for B2B & B2C Growth

loyalty strategy

For years, I’ve heard marketers tell me – “Loyalty is hard.” “Loyalty takes time”. “Loyalty is too expensive”. “Loyalty is too difficult to get approved by my CFO”.

For years, loyalty has been anything but “easy”. Now it can be. & Now it should be. Organizations need to be using loyalty concepts and loyalty technology in order to deliver on their personalization and growth goals.

How can loyalty be easy?

2 reasons:

  1. Loyalty technology is finally being built in a modularized extensible way providing users extreme flexibility of features in a nimble environment supported by existing integrations with the technologies in your tech stack.
  2. Loyalty initiatives can be as easy as a simple commitment to a value exchange. The modularized way the technology is built, organizations are no longer forced into programmatic loyalty with points, tiers, etc.

Why now?

Now, because the world is changing and organizations need loyalty. They need loyalty for two reasons 1) to keep customers during economic uncertainty and 2) to collect and use customer data.  The changes in the privacy laws mean less dependence on 3rd party data creating an increased demand for zero and first-party data.

Loyalty is the fastest and most effective path to both.

The New Look of Loyalty

Consider your loyalty strategy as a build.

Start with a simple value exchange:
The foundation of a loyalty strategy is a committed value exchange.

  • You commit to your customer to being a good steward of their data and deliver relevant personalized experiences.
  • In exchange, they give you their data and they promise to identify themselves at all touchpoints.
  • With this joint commitment, you are able to collect the information necessary to understand the customer and deliver hyper-personalized relevant experiences.

Next, as you learn about your customer base, learn what’s important, learn what motivates you can add more loyalty tactics.

Consider adding engagement strategies. Have customers write reviews. Have customers share their experiences on social. Add in a game, rewarding customers who do these activities.

Now that you’re engaging customers you can add in motivators for more and larger transactions. This is where developing tiers and/or point features come in. These tactics are proven in driving new and additional behaviors.  Setting tiers, that are higher than where various segments are spending, will entice people to spend more to reach the new tier in order to unlock new benefits, experiences, or offers.

Taking a building up approach to a loyalty strategy, allows you to:

  • Include your entire customer base in the strategy
  • Strategically and surgically add benefits and rewards to customer segments most deserved of these benefits.
  • To learn as you go and not overcommit at the beginning.

Annex Cloud has the experts and the technology to support loyalty your way. We’re here to advise and lead you to the loyalty initiative that best fits your organization, goals, and customers whether your organization sells B2B or B2C.

B2B Loyalty Programs are Key to Future Growth: What Matters Most and Findings from B2C

B2B Loyalty Programs

Loyalty programs in B2C brands are adding a lot of value for brands, manufacturers, and retailers.  B2B, however, is just now starting to take off.   B2B manufacturers and distributors view loyalty differently than B2C.  However, it is clear that loyal customers drive perpetual growth and boost brand affinity. According to Pareto’s principle, 80% of … Read more

7 Tips for Your B2B Loyalty Program

b2b loyalty

We all love a good loyalty program. Who doesn’t want a perk for frequenting your favorite coffee shop or beauty bar? The problem is that a lot of businesses tend to think that their loyalty programs need to only exist in the B2C world but that simply isn’t true. It appears like B2C gets all … Read more

Case Study: How to Build a Successful B2B Loyalty Program

B2B Loyalty Case Study

B2B Loyalty Overview:

It is very true that there is no one-size-fits-all loyalty program. Especially not in the business-to-business industry. The B2B space is such a specific market with a narrower audience, so it must be treated as such. That means audience segmentation and personalized incentives are that much more important. This study will review how Annex Cloud helped two industry-leading companies build out their B2B loyalty programs and what impact it had on those brands.

Goals of B2B Loyalty:

Though the strategies may differ, there are several common goals of a B2B loyalty programs. These businesses both needed to increase customer spend and increase customer lifetime value. This can be challenging in B2B because the market is not only competitive but niche as well. They wanted to build brand advocacy and basically create a community of ambassadors. They also needed to reduce discounts on items. We live in an economy so deeply entrenched by discounting that retailers and B2B companies alike have the challenge of migrating away from it as to maximize product return.

Our Solution:

Every loyalty solution has its challenges but B2B requires another level of personalization. Both of these companies opted for Annex Cloud not only because we have a unified marketing platform with customer loyalty, user-generated content, and referral marketing capability, but also because we work with businesses to create a custom implementation strategy.

Annex Cloud also helps companies nurture their relationships with existing customers through personalized incentives, which in turn increases customer spend and average customer lifetime value. These incentives inspire customers to become brand advocates where they’re more likely to take actions like referring a friend or reviewing an item. It’s about following the customer journey from beginning to end and building a true community around their B2B brand.

B2B Rewards:

The key to rewarding in the business-to-business space is allowing your customers to sample your products risk-free. If you offer an impressive product catalog with a great loyalty offering, they are more likely to purchase. It’s a low risk scenario if built surrounding high-margin products. This B2B model implemented by Annex Cloud has proven to help support sales and drive revenue.

Consumer Electronics

Client A: Consumer Electronics


Our client, a leading consumer electronics company, built a very successful model around selling office electronics like computers, monitors, copiers, and printers to small businesses around the world. They wanted to implement a B2B loyalty program that would sign up more users and build a community of brand advocates.

They had so many questions about best practices for strategy and segmentation. How do we best incentivize with the B2B model? How do we grow our customer base while creating meaningful relationships with our existing customer base? They chose Annex Cloud for its experience in creating very personalized incentives specific to the B2B industry.


Soon after launch, we saw major wins for the program. By designing a solution specific to our client’s B2B sales goals, we positioned them as a leader in SMB loyalty. Since initiating this campaign, we have already signed up over 100,000 businesses for the program. We also saw a 7% increase in repeat purchase rate and a 9% increase in customer lifetime value. However, probably the largest takeaway from the program has been building a community of 10,000 brand advocates. By building a custom solution with Annex Cloud and by leveraging their user-generated content, our client is seeing a huge increase in partnering businesses and overall brand awareness.

b2b loyalty

Client B: Physician Loyalty


Our other client is a large specialty healthcare company with an array of products like over-the-counter and prescription pharmaceuticals. Their primary objective was to build a loyalty program targeting physicians, which of course brought a lot of challenges. How do we keep a physician’s attention when there’s so much competition in healthcare? How do we reduce discounting and still keep them engaged? Luckily, Annex Cloud specializes in using long-term incentives to keep attention and to help reduce discounting.


By implementing a tiered program where discounts depend on the physicians’ spend, we have been able to see major benchmarks in performance. We have now signed up 70% of our client’s current customer base since the launch of the campaign. We also saw a 6% increase in customer spend and an 8% increase in customer lifetime value. But what we’re most impressed by is the 25% decrease in discounting. For a healthcare company of that scale, to reduce discounts by a quarter is a huge plus. By working with Annex Cloud to award returning customers and by personalizing incentives, our client was able to surpass its goals in customer acquisition and discounts.

To learn more about how Annex Cloud can help your business grow, contact us or schedule a demo today.

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