Everyone wants to get something in return, something that makes them come again. The competitive environment makes every organization create the best product in the market. Yet, for extra motivation, they have to give some additional incentives. And here comes the need for loyalty, reward programs, and organizations that provide them. By outsourcing loyalty programs, organizations can focus on their core competency to attract customers while attracting channel partners. 

Thus, loyalty is everything in B2B channel marketing. They offer a way to incentivize customers to stick around, make repeat purchases, and refer new businesses. But not all loyalty programs are equal.  

To help you understand what makes a successful B2B loyalty program platform, let’s take a closer look at 5 examples of effective programs and identify the key strategies that make them successful. 

American Express Business Extra 

American Express’s “Business Extra” is a loyalty program for small and medium-sized businesses. The program offers a range of incentives and rewards to companies that use American Express for their business expenses. Some benefits of the programs are as follows: 

  • Earned points that can be redeemed for flights, hotel stays, car rentals, and other travel-related expenses. 
  • Discounts on business services like shopping, shipping, printing, and marketing. 
  • Access to exclusive events, early access, and unique experiences.

One critical strategy that makes the American Express Business Extra program so effective is its “Simplicity.” The program is easy to understand and use, and the incentives and rewards are valuable and relevant to businesses and individuals. Another benefit is “tangible benefits” that help companies to save money and grow. American Express has created a program that is both attractive and functional. 

Salesforce Partner Program 

The Salesforce Partner Program is a loyalty program designed for companies that sell and implement Salesforce solutions. The program offers a range of benefits to partners, including: 

  • Training and certification programs to help their business partners improve their skills and knowledge. 
  • Access to sales and marketing resources to help business partners promote Salesforce solutions to their customers. 
  • Discounts and other relevant incentives on Salesforce products and services. 

The fundamental strategy that makes the Salesforce Partner Program so effective is its “focus on building strong relationships between business partners and Salesforce.” By that, Salesforce has created a community of partners who are invested in the platform’s success. It has helped build a loyal and engaged partner ecosystem that drives growth and innovation for the Salesforce platform. 

Amazon Business Prime 

Amazon Business Prime is a loyalty program designed for businesses that purchase products on Amazon. The program offers a range of benefits to members, including: 

  • Free two-day shipping on eligible items. 
  • Access to exclusive deals and discounts on business products and services. 
  • Business-friendly features like multi-user accounts and purchase approvals. 

The key strategy that makes Amazon Business Prime so effective is its “Focus on Convenience.” By offering free and fast shipping, Amazon has made it easy for businesses to get the products they need quickly and efficiently. The program also provides a range of business-specific features that make it easier for companies to manage their Amazon accounts and purchases.  

Hootsuite Ambassador Program 

The Hootsuite Ambassador Program is a loyalty program for social media professionals and agencies. The program offers a range of benefits to ambassadors, including: 

  • Access to Hootsuite products and services at a discounted rate. 
  • Training and certification programs to help ambassadors improve their skills and knowledge. 
  • Exclusive access to events and webinars. 

One key strategy that makes the Hootsuite Ambassador Program so effective is its “Focus on Education and Community.” By providing ambassadors with training and certification programs, Hootsuite has created a community of highly skilled and knowledgeable professionals in social media marketing.  

The program also offers exclusive access to events and webinars, which help ambassadors stay up-to-date on the latest trends and best practices in social media marketing.  

Microsoft Partner Network 

The Microsoft Partner Network is a B2B loyalty program platform designed for Microsoft’s partners, including resellers, system integrators, and service providers. Some features are: 

  • Technical and product training. 
  • Sales and marketing resources. 
  • Access to Microsoft’s network of customers and partners. 

The fundamental strategy that makes it effective is “Focus on Collaboration and Community.” By providing partners with valuable resources and support, Microsoft has created a community of partners who are invested in the platform’s success.  


Loyalty program is a vital tool for building and maintaining the loyalty of channel partners. The five examples of effective loyalty programs highlighted in this blog demonstrate the importance of designing a program that offers tangible benefits and resources to customers while fostering a sense of community and collaboration. 

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