Case studies
We run a number of different types of successful B2B loyalty programs for industries such as IT, Travel, Financial and Health. The programs range from large multi-lingual global programs that engage our expertise in incentive, reward and loyalty strategies to short term regional sales incentives. Below are some of our successful award-winning channel programs.
The Client
IBM is one of the largest multinational tech corporations, manufacturing and selling diverse products including cloud computing, AI, data and analytics, IT infrastructure and security solutions.
The Challenges
IBM Solutions are highly complex offerings; thus increasing the technical product knowledge of resellers (known as Business Partners) in IBM’s B2B distribution channel is critical to converting sales and generating revenue. IBM operates in a highly competitive market and other major vendors are targeting Business Partners with similar products and services for resale to end customers. Each competitor is also pushing educational and product loyalty content to the same target market.
The Solution
Know Your IBM is an innovative channel incentive program, created and managed by Motivforce, which rewards Business Partners for undertaking a variety of voluntary learning activities (Learn & Earn) and for selling eligible IBM solutions (Sell & Earn). This agile program operates annually on a rolling 12-month cycle.
The Outcome
Know Your IBM never fails to exceed IBM’s business objectives and deliver exceptional revenue and ROI every year. The program’s most recent annual results were exceptional. Participants generated an average 6.2 X more sales for IBM compared with like-for-like non-participants.
Tech case study - B2B
Travel industry case study - B2B
The Client
Celebrity Cruises is a luxury cruise line founded in 1988 with the objective of fulfilling the travel industry’s need for a high-quality, premium cruise product at an intelligent price. Celebrity operates itineraries to some 300 destinations worldwide.
The Challenges
Celebrity Cruises is operating in a highly competitive, price-driven market where travel agents in the B2B distribution channel have a vast array of holiday products to recommend and book for their customers. These agents are bombarded daily with cash incentives and commissions to sell competitors’ products, meaning there is little loyalty to any one brand.
The Solution
Celebrity Rewards, created and managed by Motivforce, is a highly-engaging B2B loyalty program that rewards travel agents in the UK, USA and Latin America for selling Celebrity Cruises product. It is delivered via a bepsoke website. Participants earn points for every booking and even more points for booking higher stateroom categories thus driving particpants’ behaviour to upsell. Tactical promotions also drive agents’ engagement further while pushing sales of specific cruise itineraries. Agents redeem their points for a huge choice of rewards items and gift cards.
The Outcome
Celebrity Rewards exceeded Celebrity Cruises’ ambitious targets and delivered significant revenue growth year on year, as well as a major increase in upselling to higher quality bookings.
Dealer distributor case study - B2B
The Client
Lenovo is a Chinese-owned multinational technology company. Best known for manufacturing PC’s, laptops and tablets, Lenovo also operates in the highly competitive server/storage market, selling scalable Data Center solutions to businesses worldwide.
The Challenges
Lenovo operates in a highly competitive market where major vendors are targeting resellers in the B2B channel and incentivising them to sell server/storage solutions. Lenovo’s top-selling resellers (Business Partners) are given bronze, silver and gold tier status based on their sales volumes, who Lenovo needed to target more effectively to increase their sales revenues and convert to higher tier Business Partners.
The Solution
“Elevate” rewards Authorised Partners with quarterly cash rebates for Lenovo Data Center sales. Resellers self-enrol each quarter and select their firm’s quarterly sales target from two revenue bands. Distributors can also invite Resellers to sign up for Elevate. The simplicity of the program’s design, plus mechanics such as Personalised Progress Trackers and tactical ‘Elevate' Accelerator’ promotions drive engagement.
The Outcome
Revenue generated by Elevate participants was well over their targets, delivering a huge ROI for Lenovo. Elevate also converted a large percentage of participating firms to Lenovo’s Silver Business Partner level.
Loyalty case study - B2B
The Client
Lenovo is a Chinese-owned multinational technology company. Best known for manufacturing PC’s, laptops and tablets, Lenovo also operates in the highly competitive server/storage market, selling scalable Data Center solutions to businesses worldwide.
The Challenges
Lenovo operates in an aggressive market where competitors are also pushing educational and product loyalty content to the same audience. Resellers also only have limited bandwidth to undertake training during their working week due to workplace demands and time constraints. Harmonising the new Lenovo 360 global channel partner framework and raising resellers’ awareness of Lenovo’s end-to-end solutions, thus increasing the relevancy of Lenovo as an E2E solution provider.
The Solution
Motivforce crafted an exciting gamification incentivefeaturing a digital racetrack with 30 squares – each square equalled one race credit. LEAP participants earned race credits for sales; the number of credits per sale increased depending on deal size, and also if participants cross sold Lenovo solutions. For better targeting and individual budget sources. For example, creation of the Workstation Expert Partner Group, giving certain segmented participants higher point earning opportunities, access to a privateLinkedIn group, and a separate enclosure within the LEAP portal.
The Outcome
LEAP’s flexibility and scope enabled the program to pivot and morph to meet the business objectives of Lenovo not just globally, but regionally driving specific channel partner behaviour. Of all the campaigns, promotions and incentives that Lenovo operated in its local markets, LEAP was deemed the most effective to become the Lenovo default global channel loyalty program. The 2022 program not only met, but exceeded all of Lenovo’s objectives, and delivered phenomenal revenue and ROI for Lenovo.
The Client
The client is a leading global provider of veterinary pharmaceuticals. This includes manufacture medical products for the prevention and treatment of animal diseases.
The Challenges
The client identified that a competitor was launching another range of similar animal medications that could erode market share. The client recognised the need to engage and reward animal owners for returning their animals to veterinary clinics for blood tests and prescriptions, whilst also encouraging vets to prescribe the client's product, as a defensive competitive strategy in a highly regulated industry.
The Solution
Motivforce worked closely with the client to create a loyalty program, with a dual approach B2B and B2C rewards program for both vet practices and animal owners. Animal owners earn points for enrolling in the program and for purchasing the client's product directly from their vet practice. Vets earn points for uploading blood test results to the pet owner's profile and when dispensing the product. Vets and animal owners access the program via a comprehensive yet easy to use loyalty web portal, where animal owners redeem points for discounts on further blood tests and vets redeem points for valuable gifts from an extensive merchandise catalogue.
The Outcome
Motivforce were able to design a program in a highly regulated industry that met the client’s market sector goals, commercial objectives, and also increase the client’s personalised engagement with vets and animal owners to grow more business opportunities. The client is now looking to expand the program to reward vet practice clients with additional products to specifically support their individual business needs.
