From the Atlanta Business Chronicle
March 11, 2016, By Steve Damerow
When people think of incentives, they often think of employee incentives for tenure or promotions to increase sales. Seldom do people think of incentives influencing the sales decisions through a business-to-business (B2B) distribution channel.
But the fundamental purpose of incentives remains the same no matter what the context: to influence people to take certain actions. And people respond to “what’s in it for them,” whether they are employees, customers, or part of the B2B distribution. According to the Department of Commerce, B2B spending is roughly twice that of B2C spending. So it’s time for B2B incentives to take a page from B2C customer loyalty programs and promote B2B advocacy selling.
Why Is B2B advocacy marketing important?