Loyalty Programs

How To Implement a B2B Loyalty Program

Post by
Brian BloomKing
How To Implement a B2B Loyalty Program

How To Implement a B2B Loyalty Program

Don't let your business fall victim to the one-and-done customer. Instead, implement a loyalty program with a loyalty company today and keep them returning for more. A business to business (b2b) loyalty program is a great way to show your loyal customers that you appreciate their business. Here's how to get started.

What is a B2B loyalty program, and why do businesses need them?

A b2b loyalty program is a customer loyalty program designed specifically for businesses instead of a consumer rewards program like, for example, Starbucks rewards.

A B2B loyalty program typically rewards customers who use the product frequently and recommend it, with rewards such as discounts, free upgrades, or exclusive access to products, services, events, and brand communities.

In contrast, a consumer rewards program is typically transactional. For example, they offer free coffee in exchange for buying more coffee. Loyalty programs for B2B companies should instead provide new and exclusive ways to interact with the product to increase customer retention.

For example, you could create a 'customer council' loyalty tier that your most active customers can join if they achieve certain milestones.  Or you can upgrade customers after they consistently use product playbooks that are shown to drive revenue (this can be done via APIs tied to your loyalty engine, see below).

By offering to engage with positive brand behaviors that correlate with loyalty and revenue, and not just transactions, a b2b loyalty program encourages ideal product usage and builds better, long-term customer relationships. In addition, in today's competitive marketplace, b2b loyalty programs can be a powerful tool for companies looking to differentiate themselves from their rivals.

Customer data

Data is essential for generating insights and engagement. By tracking customer behavior through a loyalty program you have a valuable new set of first party data to identify trends and target specific customers for special offers and messages.

Additionally, b2b loyalty programs can use data to segment customers and create targeted marketing campaigns. And because b2b loyalty programs have access to a wealth of customer data, they are in a unique position to create highly personalized experiences that can result in increased customer satisfaction and usage.

So if you're looking for ways to generate better customer insights and engagement, consider leveraging the data from your b2b loyalty program. It just might be the key to success.

A customer loyalty program is rare in B2B, so chances are you have a real opportunity to distinguish your customer experience by offering one.

How to design a loyalty program that meets the needs of your customers

A customer loyalty program is excellent for showing your customers that you value their time and expertise. But how do you design a loyalty program that meets the needs of your existing customers?

First, you need to understand what motivates your customers. For example, are they looking for discounts, upgrades, or early access to new products? Once you know what motivates your customers, you can design a loyalty program that gives them the desired incentives.

If you're unsure where to start or don't feel like you have the time or resources, a loyalty company can help you design a custom loyalty program for your business. With some planning and creativity, you can create a loyalty program to keep your customers coming back for more.

Implementing the loyalty program in your business

It is well-known that it costs more to acquire a new customer than to keep a current one. Succinctly, that's why loyalty programs are important to running a successful business.

By offering b2b rewards programs, you can encourage your customers to use your products and not switch to a competitor, which can help to boost margins and revenue. There are many different ways to implement a loyalty program, so it's important to choose the right one for your business.

For example, you may want to offer discounts for repeat purchases, or you may want to give points for referrals. Whatever approach you take, ensure that your loyalty program is easy to use and provides value for your customers. Then, with a little effort, you can create a loyal customer base that will help grow your business.

Using APIs for customer loyalty programs

API stands for application programming interface. In the context of a B2B technology company, an API can be used to track product usage for customer loyalty programs. By tracking usage data, a company can identify customers using its products most frequently and award them points accordingly.

This data can also be used to improve the products themselves, making them more user-friendly and lowering risk of churn. In addition, b2b loyalty programs can help to build relationships with partners and drive sales.

For example, a SaaS company could offer discounts to partners promoting its products through it's own loyalty programs via data fed through an API. Ultimately, APIs offer a powerful way for companies to track product usage and create customer loyalty programs that create customer retention solutions and sales growth.

Using Web3 Loyalty Tokens Instead of Points

You may also consider replacing points or free products with Web3 tokens. Although points or upgrading through tiers are a great way to encourage customers, they are also proprietary. Since web3 tokens are on the blockchain and are usually authored on an underpinning blockchain protocol like Ethereum, the tokens you issue loyal customers can be swapped or exchanged for real money.

The incentive to increase the value of the tokens you give your reward members will help enforce positive brand loyalty and turn your token holders into unpaid ambassadors.

Measuring the success of your loyalty program

A company's loyalty program is often lauded as a success if it increases customer acquisition at a low acquisition cost (CAC) and keep then keep them coming back to try new features and drive expansion revenue.

However, there are other important metrics that businesses should consider when determining the effectiveness of their b2b incentive programs. For instance, average customer lifetime value is a key metric that captures the total value of increasing customer retention.

In addition, businesses should track engagement rates to see how often existing clients are taking advantage of the loyalty program benefits and if loyalty members use the product more often than those who opt not to join.

Finally, measuring churn rates over time is important to ensure that customers stick with the program. By tracking these key metrics, businesses can better understand whether their b2b incentive programs are genuinely successful.


All businesses should have a customer loyalty program to reward users for engaging positively with your brand. Understanding what your customers want and need is the key to designing a successful loyalty program.

Once you've designed the program, ensure you promote it well and measure its success to continuing to improve it. If you need help getting started, contact us today – we'd be happy to share our expertise with you!