Many B2B marketers eschew loyalty programs, seeing them mostly as a B2C play. Bad move. You compete for business, just as they do. So, like them, you need to retain as many buyers as possible. Use this trio of common-sense tips to make your loyalty initiatives more relevant and robust: 

Reward referrals. Peer recommendations influence 90% of all B2B purchase decisions, says Oracle. Capitalize on this by building an easy-to-execute, reward-for-referral component into your loyalty programs. 

Grab and leverage data. Capture engagement and transactional information and use it to inform offers and content. One B2B survey showed that 70% of respondents use historical and other data to improve program results. 

Get tactical. Tier your loyalty program by contract value or contract size, then boost perks and rewards accordingly. Offer exclusive/early access to new products, services or events.