208 – Best Practices in Business-to-Business Loyalty

In this course, students will learn how to apply the core principles of loyalty marketing—including recognition, rewards, the value exchange, and analytical segmentation—in a business-to-business (B2B) context.

Attendees will receive a thorough overview of the special considerations of operating a customer loyalty in a B2B environment, including the data environment, identifying customers versus influencers, loyalty in a contract or subscription sales environment, reward design for B2B customers, and communications elements specific to B2B environments.

While not required, it is strongly recommended that students complete the Core Curriculum before taking this course.