B2B incentive programs have always been a staple for manufacturers and distributors, but today’s buyers expect more than blanket rewards. Competition is fierce, expectations are higher, and the old-school “one-size-fits-all” approach just doesn’t deliver like it used to.
In Industry Today, Extu’s Global CMO Nichole Gunn explains how manufacturers can reset their loyalty strategies by using the data they already have to deliver experiences that feel personal — even in the most complex, multi-tiered sales channels.
The shift:
76% of B2B buyers now expect the same level of personalization they get from consumer brands like Amazon or Spotify. In channels full of dealers, distributors, and indirect sales paths, delivering that level of customization at scale is challenging but possible.
The approach:
Leverage “signal data” such as warranty registrations, training participation, incentive redemptions, and portal logins to spot buying behaviors, predict partner needs, and design rewards that actually resonate.
Proof it works:
An HVAC manufacturer used this strategy to launch a purchase-logging incentive program supported by branded VISA rewards and multi-channel communications. The result: a 45% increase in targeted product sales and a 307% ROI, without upping reward spend.
What’s next:
Extu’s upcoming Partner Experience Platform will connect marketing and sales data in one view, making personalization easier, more predictive, and more preventative, so brands can spot churn, find growth opportunities, and invest in the right partners before it’s too late.
Read the full article with more examples and insights on Industry Today.