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Fostering B2B Loyalty Through Partner Programs

Amid economic challenges and tightening corporate budgets, B2B partnerships have emerged as a crucial driver of growth and improved financial performance for businesses. HubSpot's 2022 survey underscores this growing reliance, with nearly half of the organizations attributing at least 26% of their revenue to partners, and 12.6% deriving over half of their revenue from partner relationships. In light of this trend, we've compiled a guide on B2B partner programs and outlined the growth strategies that can help businesses maximize their partnership potential.

  • Evolving B2B: From Channel Partnerships to Entire Ecosystems: In a B2B marketing landscape dominated by increasingly millennial, channel-agnostic buyers, partners have become invaluable ‘introduction networks’ for an increasingly virtual and peer-review-based buyer’s journey.
  • Nurturing B2B: Creating an Effective B2B Partner Program: A positive PX can lead to increased loyalty, higher sales, and stronger relationships between brands and their partners.
  • Rewarding B2B: Channel Incentives for Partnership Growth: According to a 2022 Incentive Research Foundation study, one-quarter of companies surveyed say they have ‘significantly increased’ incentive spending with at least half saying they have increased spending ‘significantly’ or ‘somewhat’.

Don't miss out on the biggest B2B marketing trends in 2023. Download our whitepaper today and start transforming your B2B partnerships into a driving force for success.

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