The Wise Marketer has been diligent and insightful in its coverage of the loyalty marketing, customer loyalty, CRM, etc. industries for more than 20 years. While our coverage of the loyalty marketing and consumer loyalty space has been deeper and more global than any other research or web publication, we often feel guilty that our insights and commentary in the B2B arena have been lacking.
Why aren't loyalty marketers paying attention to the B2B space?
Graeme Thomson, a founding principal in the Wise Marketer Group and Chairman of the Board of Regents at the Loyalty Academy, said it best:
“The history, complexity, and changing landscape in the B2B, sales, and channel incentive space and the employee engagement arena parallels the massive confusion and attempted innovation in the consumer loyalty marketing discipline. Why no one is paying attention to B2B is a mystery to all of us in the loyalty marketing industry. We need to change that, effective immediately.”
Graeme should know. A native of New Zealand (i.e. a "Kiwi"), Graeme built one of the most successful B2B loyalty firms – Premium Group – in the history of the New Zealand loyalty industry. He eventually retired, sold his firm, and started his positions of advocacy and advice (sage advice as we like to call it) with the Wise Marketer and Loyalty Academy.
“We need to do a much better job of covering the B2B space,” Graeme proclaimed at a recent Board Meeting, “globally.”
It can be argued that loyalty is just that, loyalty. But in all reality, and any tenured and/or intelligent loyalty professional will agree, there is a need to consider a different approach and management of the ‘sub sets’, such as B2B, that make up the world of ‘loyalty’.
So rally the horses. Here we go.
Graeme Thomson is based in New Zealand and has more than 25 years within the loyalty industry, specializing in program design and incentive marketing, especially within the B2B environment. Having founded and operated Premium Group Marketing as a specialist in both the loyalty and incentive markets, Graeme recently sold his interests after 20 years of operations. He maintains a continued interest in the growth and well-being of the loyalty market in New Zealand and Australasia. Graeme is a principal and Director of the Wise Marketer Group and has served in an advisory capacity since the creation of the Loyalty Academy in 2016. He continues to promote the mission of the Academy throughout Australia, New Zealand, and the Pacific region.