Retention & Growth

5 Tips for B2B Loyalty Programs Inspired by B2C – B2B Marketing Article

Loyalty programs are pretty commonplace with consumer brands but don’t seem to be as prevalent in B2B. This is because the traditional loyalty model of cash incentives doesn’t translate as well to business customers. In B2B, purchase decisions involve more than one stakeholder and your core user is not always the person paying the bill.  But, there is much to be learned from B2C loyalty programs in the fanfare they attract. At the core of any good loyalty program is…

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How Tiffany Beddow Optimizes the ON24 Customer Experience, From Acquisition to Advocacy – B2B Marketing Article

Cross-functional collaboration is critical to the success of an advocacy program. But getting there? “I won’t lie and say it’s easy,” says Tiffany Beddow, Director of Customer Marketing at ON24. Wrangling everyone within your company to help guide your customers’ advocacy journey—from marketing to product to customer success and sales—can be a complex process. But over her five-plus years in the field, Tiffany has transformed from an advocacy novice to a seasoned professional and developed a number of strategies along…

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The Mobile Experience: Table Stakes for Community Activation & Engagement – B2B Marketing Article

Did you know that the average smartphone user logs a minimum of 4 hours a day on their smartphone? According to eMarketer, mobile is likely to exceed TV in average daily screen time this year. Unlike TVs, our smartphones travel with us everywhere we go. We use them at work, in transit, while we walk, exercise, socialize, eat, and relax. When consumers are on-the-go, they prefer a fast, intuitive and optimized mobile experience. It’s critical to make it as easy…

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