Our blogs

Ready to dive into the dynamic world of B2B marketing and loyalty?

Our blog is a treasure trove of knowledge, waiting for you to uncover. Discover thought-provoking articles, hidden gems, valuable insights, expert strategies, and data-backed trends. Explore our latest insights on B2B loyalty, incentive rewards, and innovative strategies to drive business growth.

Nick Merry Nick Merry

Top 5 B2B Loyalty Marketing Trends for 2021

We have reached that point in time when we sit back, relax, and reflect on our expectations for the upcoming year by gazing into our crystal ball. But, it feels different this time. Initially, all we could think was ‘Wow, did 2020 just really happen?’. Then we realised that, although a light is shimmering at the end of the Covid tunnel, what has happened is very much casting a shadow on what will happen in what hopefully will be the beginning of the post-Covid period. We know that things may never be quite the same and that we will have to define the new normal in so many ways

Read More
Predictions, Programs, Research Nick Merry Predictions, Programs, Research Nick Merry

Trend 4 - Top 5 B2B Loyalty Marketing Trends for 2021

While B2B loyalty programs stand taller than ever, it is undeniable that there is increasing pressure to make the business case and prove the value of existing programs or new ones. We argue that a business case is only as strong as the metrics it is based on. Most program managers resort to traditional measures, such as points earned and redeemed and other same old, same old parameters, like, dare we say it out loud, the Net Promotor Score.

Read More
Predictions, Programs, Research Nick Merry Predictions, Programs, Research Nick Merry

Trend 2 - Top 5 B2B Loyalty Marketing Trends

It’s that time of year when our Loyalty Doctors reflect on trends for the upcoming year by gazing into their crystal ball. But this year feels different. Although a light is shimmering at the end of the Covid tunnel, so many things may never be quite the same again. So, what does their vision for the future of the loyalty marketing space encompass in 2021? Read part 2 of our Top 5 B2B loyalty marketing trends for 2021

Read More

The top 5 reasons why pre-paid cards are a very effective motivational incentive reward

Over the past 10 years we have seen the rise of the pre-paid card (both MasterCard gift and reloadable) as well as the use of online retail vouchers, become the preferred reward medium in our loyalty and incentive programs.

Read More
Programs, Predictions Nick Merry Programs, Predictions Nick Merry

Trend 1 - Top 5 B2B Loyalty Marketing Trends for 2021

It’s that time of year when our Loyalty Doctors reflect on trends for the upcoming year by gazing into their crystal ball. But this year feels different. Although a light is shimmering at the end of the Covid tunnel, so many things may never be quite the same again. So, what does their vision for the future of the loyalty marketing space encompass in 2021?

Read More
Programs Nick Merry Programs Nick Merry

Which customer should your loyalty program target?

One of biggest fallacies about loyalty and incentive marketing programs is that they will be a cure for all your business challenges. When this is the belief there is a tendency to quickly launch a program targeting everyone with aspirational rewards and benefits. Customer acquisition is the primary goal but quickly turns to disillusionment when all those that have signed up fail to get engaged.

One of the reasons for this disillusionment is that loyalty programs are designed to appeal to a certain segment of your customer base. In other words they are not applicable to everyone. So who should you target?

Read More
Programs, Research Nick Merry Programs, Research Nick Merry

How to make sure the Effort v Reward ratio is right for your B2B loyalty program.

Many B2B channel loyalty programs are known for their ‘star’ rewards - the stuff that dreams are made of: a trip to Vegas or the International Space Station on Virgin Galactic and a $100,000 gift card are likely to speak to anyone’s imagination. But does it speak to your business sense? Offering your loyalty program members the opportunity to become an astronaut will set you back by at least $250,000. This would be quite a challenge to your program ROI.

Read More
Research, Programs Nick Merry Research, Programs Nick Merry

How is Artificial Intelligence Changing the B2B Loyalty Landscape?

Artificial intelligence has already changed the way we interact with technology. We are almost at the point where we will be conversing with chatbots that text like your best friend. AI will tell you what to do when your dog misbehaves, how to save on your energy bill and whether you really do look good in that suit. But what do these technological advances mean for B2B loyalty programs? Our R&D team list 3 ways that AI can enhance your B2B loyalty program.

Read More
Programs, Research, Enablement Nick Merry Programs, Research, Enablement Nick Merry

Effort vs Reward: 7 Things to consider for a successful loyalty program

A term that we commonly use in channel loyalty and incentive programs is the effort advantage ratio. This is the study of consumer loyalty programs and the effort a participant must undertake to achieve a loyalty program reward and how this effort impacted on attractiveness of the loyalty program for their continued participation. 

These are 7 things to consider when weighing up the Effort Advantage Ratio.

Read More
Research Nick Merry Research Nick Merry

Re-thinking and re-syncing loyalty marketing and increased sales

Loyalty marketing and sales activities are inextricably intertwined. Well, that is and always has been the idea anyway. In theory, both types of strategic activity work according to the same mantra; the co-creation of a solid base of loyal and valuable customers. In reality, perhaps not so much. In this blog, we set out to offer a few do’s and don’ts on how loyalty marketers and sales managers can re-think and re-sync and avoid the dreaded co-destruction of customer value.

Read More
Research, Programs Nick Merry Research, Programs Nick Merry

Six steps to Measure Motivation

‘Motivation’ is a complex concept, but it’s what drives loyalty. It determines why your loyalty program participants are willing to increase your share of wallet, or even go the extra mile for your business.

But how can you measure ‘motivation’? Most agencies and pundits will only tell you how to measure ‘loyalty’. Often this is done using the basic method of asking program participants ‘the only question that matters’, aka calculating your Net Promoter Score (NPS). But the science has repeatedly shown that the NPS is at best marginally related to loyalty program success.

Read More
Programs Nick Merry Programs Nick Merry

Going global - How to expand your existing loyalty program into other countries

If you already operate a successful B2B loyalty program in one market but your business is international, you may well consider rolling the same program out across other countries and regions.

However, replicating your program in overseas markets is not always that straightforward. There are some key elements that you need to make sure you get right. Here are some helpful tips and steps to guide you as to the best way to go about it.

Read More
Programs, Research Nick Merry Programs, Research Nick Merry

Why you should invest in the ‘social’ aspect of your loyalty program

‘Social distancing’ is a concept that most of us had never come across before the outbreak of covid-19. Now many people around the world are having to adapt their personal and professional lives radically to adhere to rules about staying at home and self-isolation.

Our human need for face to face communication and camaraderie has been put on hold indefinitely. But within days of ‘lockdown’ there was a surge in people using social media and video platforms.

Read More
Programs, Research, Predictions Nick Merry Programs, Research, Predictions Nick Merry

Get ready to grow revenue post Covid-19 lockdown.

The light at the end of the Covid-19 tunnel. As countries start the process of emerging from lockdown, many C-suite executives will be struggling with challenging cashflow positions and your loyalty program may still run the risk of being deemed ‘non-essential’. So, we felt we needed to go further than offer well-meant advice.

Read More
Programs, Research Nick Merry Programs, Research Nick Merry

B2B Loyalty Marketing in the Post Covid-19 Era

B2B Loyalty Marketing in the Post Covid-19 Era

We tend to share Motivforce’s prediction on what will happen in the loyalty marketing space at the start of every new year. The Covid 19 crisis has changed everything, including the moment when we put our thinking caps on and reflect on what is in store. Because we feel it is important for loyalty marketers to prepare for a different future:

Read More

Let’s explore success together