Struggling to make yourself stand out in your distribution channel? Creating a channel marketing strategy that helps you secure B2B customer loyalty is a never-ending effort. But if you break your duties down into these five steps, it will help you focus and devote your time and resources to strategies that result in loyal B2B customers.

  1. Keep the B2B customer experience consistent.

    Incorporate your brand values and image into your customer interactions whenever and wherever you can. This helps B2B customers build a stronger mental and emotional connection to you.

  2. Base content on B2B customer data.

    Whether you get customer data from your CRM, your B2B loyalty program, invoices or emails, you need strategies that feed all this information into one place, so each customer has a “master record” that includes all data. Use this data to develop content and experiences relevant to your customers.

  3. Tailor your B2B loyalty program to different customer tiers.

    Flexible, online B2B loyalty software will allow you to separate B2B customers into “tiers.” High-volume or VIP customers vs. low-volume, infrequent customers, for example. You can then create promotions and offers that are specific to their tier.

  4. Educate and engage.

    Communicate with your B2B customers by engaging with them on social media, offering high-quality content on your site and making education fun and rewarding. You can encourage participation in online training, quizzes, surveys and trivia by offering them rewards through your customer loyalty program.

  5. End the relationship if they’re the wrong customer.

    Sometimes even your best efforts at marketing your products and engaging with your customers fall on deaf ears. If that’s the case, you may be wasting resources on a customer that no longer has goals and values that align with yours. Know when it’s time to invest elsewhere to achieve loyal B2B customers.

<strong>About </strong>Nichole Gunn

About Nichole Gunn

Nichole Gunn is the VP of Marketing at Incentive Solutions, an Atlanta-based incentive company that delivers advanced, agile B2B customer loyalty and channel sales incentives programs.

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