B2B Loyalty, The B2C Way offers dozens of examples:
- On Super Bowl Sundays, a marketing automation provider—knowing its customers are at work—ships them "war room care packages."
- A B2B phone company sends customers a catalog of general merchandise they can buy for loyalty points.
- Another B2B phone company lets customers use their loyalty points to bid in an auction for tickets to sports events.
"Loyalty programs may be a B2C construct, but the concepts apply in B2B marketing," the white paper says.
"As B2B marketers get serious about loyalty, they can jumpstart their efforts by embracing some B2C approaches. In some cases, it may be a matter of reframing, organizing, and scaling what’s already in place."
