IESP Report: Do This, Get That Is Out in B2B Program Design

A report on business-to-business incentive and loyalty programs published by the Incentive & Engagement Solution Providers (IESP), a Strategic Industry Group within the Incentive Marketing Association (IMA), finds that “even the most substantial business purchases are built on relationships, not simple rationality.”

“The bottom line: If you are not moving toward personalizing every aspect of your program—communication, user experience, rewards and even rules structures—you might be leaving incremental growth on the table.”

This is one of the primary conclusions of a special report entitled “Emerging Best Practices and Innovation in B2B Incentive and Loyalty Programs,” based on 70 survey responses consisting of 43% corporate buyers of business-to-business incentive and loyalty programs and 57% of solution providers. Respondents ranged from executive management to sales operations and several positions in between.

According to the study, the top three needs in loyalty and incentive solutions are:

1. Integration

“Fully integrated enterprise engagement technology linking all key engagement levers and audiences the way CRM does for customer management.”
“Greater integration between disparate tools to communicate with one another to enhance individual performance.”

2. Engagement

“More user engagement (log into the portal more), including dashboards showing progress.”
”More ad hoc promotion, loyalty program gamification.”

3. Personalization

“Predictive needs and suggestions based on purchase history.”
“Ability to drive the personalized reward experience down to individual preference.”
“A more personalized experience.”

Other findings include:

"Growth and ROI are among the top KPIs (key performance measures), and when you include market share growth, incremental financial performance is critical in B2B programs. However, three metrics in the top six--Engagement Rate, Member Retention and Enrollment—are indicators of relevance more than financial performance.”

Softer objectives matter too. The survey asked respondents to identify all their “softer” program objectives, ranked below:

Building an emotional connection with the brand through appreciation (72%)
Building broader awareness of the brand and its products (68%)
Improving skills and understanding of products, services, and brand values (63%)
Creating and enabling brand ambassadors (45%)

Primary objectives of respondents, in order of response:

Motivating people/customers to achieve greater results for our organization
Recognizing and rewarding members/customers for their continued loyalty to the brand
Building deeper relationships with our most important business drivers
Celebrating and retaining our top performers
Encouraging personal and professional development
Capturing new data for personalization and segmentation

The minimum technical requirements critical to program success, ranked in order of responses:

Stand-alone platform for enrollment, points issuance, reward redemption and reporting
Ability to administer promotions and offers to specific segments of your audience
Integration with CRM, or HRIS (human resources) system(s) for authenticating members and tracking progress
Embedded communications tools for email and/or SMS
Gamification—badges, leaderboards, missions, surprise and delight rewards
Integration with other systems (Learning Management Systems, Point-Of-Sale, etc.)
Embedded training or learning management module as point-earning opportunities
Mobile app, stand-alone or branded
Integration with 3rd party marketing automation tools for communications
Integration with an existing mobile apps.

Using data to craft personalized experiences: 40% of respondents focused on dynamic segmentation, automation, and ways to create personalized experiences. “It is also noteworthy that in this era of mobile-first websites, dedicated apps and app integrations are at the bottom of the list.”

Most popular communications platforms:
Email - 100% of respondents use email to communicate with program participants
Web or app notifications—56%
SMS/text messaging—51%
Social media feed—51%

According to these respondents, the best performing rewards are: brand name merchandise; store-branded gift cards; pre-paid gift cards; discounts and rebates; events and experiences; individual travel; group trips; the company’s products; logoed promotional items; charitable donations, and points exchanges.

Profit From the “S” of Environmental, Social, Governance (ESG)

Through education, media, business development, advisory services, and outreach, the Enterprise Engagement Alliance supports boards, business analysts, the C-suite, management in finance, marketing, sales, human resources and operations, etc., educators, students and engagement solution providers seeking a competitive advantage by implementing a strategic and systematic approach to stakeholder engagement across the enterprise. Click here for details on all EEA and RRN media services.

1. Professional Education on Stakeholder Management and Total Rewards

Become part of the EEA as an individual, corporation, or solution provider to gain access to valuable learning, thought leadership, and marketing resources.
The only education and certification program focusing on Stakeholder Engagement and Human Capital metrics and reporting, featuring seven members-only training videos that provide preparation for certification in Enterprise Engagement.
EEA books: Paid EEA participants receive Enterprise Engagement for CEOs: The Little Blue Book for People-Centric Capitalists, a quick implementation guide for CEOs; Enterprise Engagement: The Roadmap 5th Edition implementation guide; a comprehensive textbook for practitioners, academics, and students, plus four books on theory and implementation from leaders in Stakeholder Management, Finance, Human Capital Management, and Culture.

2. Media

ESM at EnterpriseEngagement.org, EEXAdvisors.com marketplace, ESM e–newsletters, and library.
RRN at RewardsRecognitionNetwork.com; BrandMediaCoalition.com marketplace, RRN e-newsletters, and library.
EEA YouTube Channel with over three dozen how-to and insight videos and growing with nearly 100 expert guests.

3. Fully Integrated Business Development for Engagement and Total Rewards
Strategic Business Development for Stakeholder Management and Total Rewards solution providers, including Integrated blog, social media, and e-newsletter campaigns managed by content marketing experts.

4. Advisory Services for Organizations
Stakeholder Management Business Plans; Human Capital Management, Metrics, and Reporting for organizations, including ISO human capital certifications, and services for solution providers.

5. Outreach in the US and Around the World on Stakeholder Management and Total Rewards
The EEA promotes a strategic approach to people management and total rewards through its e-newsletters, web sites, and social media reaching 20,000 professionals a month and through other activities, such as:

Association of National Advertisers Brand Engagement 360 Knowledge Center to educate brands and agencies.
The EEA Engagement widget to promote, track, and measure customers/employee referrals and suggestions that can be connected to any rewards or front-end program management technology.
The Stakeholder Capitalism free insignia to promote a commitment to better business.
The BMC Brand Club and transactional storefronts to educate corporate and agency buyers on the IRR market.
The EME Gold program to educate the top 3% of promotional consultants on selling engagement and rewards services.