{"id":2737,"date":"2012-07-09T13:31:04","date_gmt":"2012-07-09T17:31:04","guid":{"rendered":"http:\/\/www.exomarketing.biz\/\/?p=2737"},"modified":"2012-07-09T13:31:01","modified_gmt":"2012-07-09T18:31:01","slug":"b2b-loyalty-program","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/b2b-loyalty-program\/","title":{"rendered":"B2B Loyalty Program"},"content":{"rendered":"<p>It\u2019s been a while since we\u2019ve been asked to develop a loyalty program for businesses. Of course, we regularly perform very specific interventions that employ direct marketing (traditional or web) such as loyalty techniques. But a loyalty program which integrates planning, the development of marketing tools and their execution is less frequent!<\/p>\n<p>And yet, this is the type of mandate that I enjoy because it\u2019s a challenge that comes from \u201cthe science of marketing.\u201d Yes, creativity has its place, but in terms of percentage of efforts allotted to a loyalty program, it has nothing to do with \u201cthat works\u201d or \u201cthat doesn\u2019t work.\u201d What\u2019s important is the data and what you do with it. Or better yet, what you can do with it! Any good marketing expert will tell you: database rich in relevant information for both marketing and sales, updated regularly and in the hands of a good analyst and a good strategist, allows for a company to make rapid progress.<\/p>\n<p>Once this concept is understood, you can begin your project. One of the most important steps is that of sales analysis. This is where business rules are applied in order to check trends concerning buying behavior and the product\/market pair, the most or least popular services or products, profit margins, etc. This step is the basis for what follows:<\/p>\n<ul>\n<li>Customer survey<\/li>\n<li>Client segmentation and micro segmentation<\/li>\n<li>Competitive environment analysis<\/li>\n<li>Strategy<\/li>\n<li>Tool development<\/li>\n<li>Execution<\/li>\n<li>Performance measurement and optimisation for each segment<\/li>\n<\/ul>\n<p>One thing is certain: rigor, discipline and follow-up are essential criteria for success. Creativity and execution will follow with a dedicated team.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s been a while since we\u2019ve been asked to develop a loyalty program for businesses. Of course, we regularly perform very specific interventions that employ direct marketing (traditional or web) such as loyalty techniques. But a loyalty program which integrates planning, the development of marketing tools and their execution is less frequent!<\/p>\n","protected":false},"author":3,"featured_media":5180,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13,14],"tags":[50],"class_list":["post-2737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-communication-strategies","category-marketing-communications-campaigns","tag-marketing-b2b-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>B2B Loyalty Program - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/b2b-loyalty-program\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B Loyalty Program\" \/>\n<meta property=\"og:description\" content=\"It\u2019s been a while since we\u2019ve been asked to develop a loyalty program for businesses. 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