Motivforce wins Best B2B Loyalty Program with IBM for second year running at Loyalty Magazine Awards
Motivforce has triumphed at the prestigious 2019 Loyalty Magazine Awards winning the category ‘Best B2B Loyalty Program’ for the second year running with the Know Your IBM channel partner program.
Now in their eighth year, The Loyalty Magazine Awards pay tribute to the creativity, ingenuity, technical brilliance and sheer marketing genius that it takes to produce a world-class loyalty initiative. Held at the magnificent historic venue, Tower of London, the gala awards ceremony has established itself as the premier event on the loyalty calendar.
Criteria for the B2B Loyalty Program category stipulate: the program needs to demonstrate how it has focused on the business customer by delivering value to the customer, commercial benefits for the brand and business user, and innovation.
This year saw a record number of entries from companies across the globe and Motivforce beat off strong competition from other finalists in the B2B category, to scoop the top award. Commenting on why Know Your IBM’s submission won, the judges said: “This is a well-established and proven program that has delivered consistently over a number of years. It is very well thought out and executed.”
Dr. David Cox, CEO, Motivforce commented: “This is an amazing achievement for Motivforce and Know Your IBM. To win last year was a huge honor, but to win Best B2B Loyalty Program for the second consecutive year is an incredible endorsement of the effectiveness of the program. This program has been running for 18 years but has never grown tired and it never fails to exceed IBM’s business objectives, generate major revenue and deliver ROI every year. In 2018, participants drove a record-breaking 62% of IBM’s overall revenue for all products and services that were incentivized via the program. And in terms of sales efficacy, KYI participants sold 8 times more products and services compared with similar profiled non-participants.”
Loyalty Magazine Awards Case Study: Know Your IBM – Best B2B Loyalty Programme
IBM sells complex cloud computing technology, high spec hardware and bundled software products. These are complex business solutions. Therefore, increasing the product knowledge of resellers in IBM’s B2B distribution channel and driving their loyalty in selling IBM products is critical to converting sales and generating revenue.
Know Your IBM (KYI) is IBM’s primary B2B loyalty program and rewards participants in 131 countries for undertaking educational activities to grow their product knowledge, as well as sales of eligible solutions. The overall objective is to ensure participants participate in KYI’s learning and sales incentives in order to maximise their sales efficacy and sell at least 2x more sales than similar profiled non-participants.
The program is delivered via the Know Your IBM portal giving participants user-friendly access on their desktop or mobile device. The program is structured around two key components:
a) Learn and Earn – provides incentives and rewards for online educational behavior. Points are awarded for undertaking learning activities including Quick Learn modules about various IBM products and solutions, which are completed online via the KYI website; Skills Enhancement Courses providing deeper learning; Certifications, an official IBM test on a specific product/solution; Educational Roadmaps to prepare participants for IBM Certification
b) Sell and Earn - points are awarded for claiming sales of eligible IBM products or services via the ‘Claim a Sale’ section of the KYI website.
Several innovations were introduced in 2018 to drive participants’ engagement and loyalty to selling IBM solutions even further:
· Storage Incentives – four major incentives were launched in all regions to drive sales of IBM Storage branded solutions in response to campaigns that a major competitor was offering to IBM’s target market
· More recognition and rewards for KYI participants than ever before – this included increasing the maximum value of KYI points that each participant could earn per annum to drive engagement year-round and ensure participants didn’t reach the ceiling too early in the year. We also introduced reloadable Mastercards as a reward option which effectively gives participants ‘cash’ to spend on any item they want.
· Gamification: we continued fusing innovative digital games techniques with e-learning to drive participation and encourage knowledge retention. KYI BADGE BINGO involved completing specific e-learning modules and certifications via digital BINGO cards.
KYI’s 2018 results broke all previous year’s records. The 15% of IBM’s B2B channel that participated in KYI generated 62% of IBM’s overall revenue for all products and services that were incentivised in KYI. In fact, Know Your IBM participants outperformed similar profiled non-participants (same geography, similar size and turnover) by a record 8x (+800%). Due to these impressive results, further IBM divisions such IBM Watson and IBM Security have asked to join the program in 2019.