What B2B Marketers Can Learn From B2C Loyalty Programs with Liz Richardson

“There’s a lot more clarity we can bring to our B2B programs to make sure that people understand, like, yes, when I do this, I will be able to have these opportunities. And when I put a value proposition out there that the customers are going to get chances to do X, Y, and Z, I need to make sure that these are being fulfilled.” – Liz Richardson

Liz Richardson is the Co-Founder and Managing Partner at Captivate Collective, a consulting agency which helps forward-thinking organizations design and build bold customer engagement strategies through customer programs, events and experiences. Prior to that, Liz spent over five years at Influitive, leading areas like client services, customer success and customer experience.

On this episode, we cover:

  • Why she considers herself a poster child for advocacy and the impact it can have on someone’s life and career
  • What makes the difference between a low engagement vs. high engagement advocacy community
  • Why you need to go beyond personas (even though they’re a good starting point)
  • 5 characteristics of B2C loyalty programs that B2B can learn from (with examples from companies like Target, Tarte, and Delta)
  • How you can make your customer marketing program a must-have instead of nice-to-have

Additional resources:

You can find the full transcript here.

Thanks for tuning in! If you enjoyed this podcast, I would be over the moon if you could share it with others, especially those in the customer marketing and advocacy space. For more interviews with advocacy leaders and tips on creating customers that will sing your praises, head on over to beatingthedrum.com.



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