HOW WILL B2B MARKETERS COLLECT DATA POST-COOKIES? THE ANSWER IS LOYALTY

In today's online ad world, there's a big change: we're saying goodbye to third-party cookies. These little code snippets have been key to targeted ads but are going away because of privacy worries and new rules. This challenge also brings a chance to focus more on direct customer data through loyalty programs.

Why are Loyalty Programs So Important Now?

• Direct Customer Insights: Unlike the often incomplete picture from third-party cookies, loyalty programs give businesses a direct line to rich customer data. In a B2B setting, this means knowing what and how often customers buy, understanding the kinds of businesses they run, and seeing how they interact with your marketing.

• Building Trust: Customers share their info with loyalty programs because they get something valuable back. This trust is gold in a time when people are more protective of their data. Loyalty programs don't just gather data; they help you understand your customers better, allowing you to tailor offers and experiences that really hit the mark.

Real-World Examples of Loyalty Programs:

• B2B Tech Sector: Lenovo's LEAP program targets resellers of their server solutions. Offering tailored training, exclusive support, and rewards, Lenovo empowers their partners leading to greater sales and shared success.

• Marketing & Sales Enablement: HubSpot's Partner Program goes beyond basic rewards. It provides agencies and consultants with certifications, client acquisition help, and a tiered system based on expertise. This focus on knowledge and growth results in greater value for HubSpot's partners and drives higher adoption of their software.

• Supply Chain Optimisation: Grainger's KeepStock Program is less about points and more about streamlined processes. Their automated inventory management solution collects valuable usage data, letting Grainger anticipate customer needs, leading to proactive recommendations and reduced downtime.

• Travel and Hospitality: Celebrity Cruises' Celebrity Rewards program targets travel agents, incentivising them to book a Celebrity Cruise for their clients. Agents earn points and rewards, gaining access to exclusive resources and familiarisation trips. The program collects data on agent preferences and booking patterns, helping Celebrity tailor marketing efforts and promotions specifically for their travel agent partners.

Thinking Ahead in Loyalty Programs:

• More Than Discounts: Customers want unique content and experiences, not just price cuts. Focus on building real relationships.

• Connecting Online and Offline: Make sure loyalty experiences are smooth whether customers are online or in-store, with personalized service across all touchpoints.

• Data Transparency: Be open about how you use customer data and keep it safe to build and keep trust.

As third-party cookies fade away, the spotlight is on loyalty programs. They're a powerful way to collect consented customer data and build loyalty. Investing in creative, value-packed loyalty programs is the way forward in this new landscape.