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Home  Agenda   Loyalty360 Brand Member Roundtables: What Makes a B2B Loyalty Program Successful - and Lessons for A

Agenda & Speakers

Loyalty360 Brand Member Roundtables: What Makes a B2B Loyalty Program Successful - and Lessons for All Customer Loyalty Programs

Monday, October 25, 2021 - 10:55 AM - 11:35 AM
While not as common or top of mind as many traditional B2C loyalty initiatives, B2B programs are important for marketers to consider. Customers of these B2B programs may not be motivated by the same incentives as a B2C program member. Additionally, there likely are several other hurdles in a B2B purchase as compared to B2C, which requires these brands to think outside of the box when building a successful program.
During this session, panelists will showcase how their brand is taking a unique approach to building positive customer experiences and customer loyalty.

Key Takeaways:
  • Driving engagement and awareness in B2B customer loyalty programs
  • How B2B brands are getting started with and evolving partnerships
  • Advice and best practices on evolving your customer loyalty strategy

Speakers

Christy Johnson, Vice President of Branding, Certified Angus Beef

Connecting with consumers is the name of the game for Christy Johnson, the Certified Angus Beef ® brand’s vice president of branding. In her role, she enjoys strategizing with design, media and advertising professionals to create pieces that resonate with the shopping audience, and developing the brand’s consumer loyalty program, Steakholder Rewards™. A big part of her success comes from her love for research and passion for not just marketing, but marketing intelligently.
 
A cowgirl at heart, Christy originally joined the brand’s supply development team in 1997 after interning at cattle ranches and graduating from The Ohio State University with a degree in animal science. Her skills in coordinating events and training programs led her to a broader role with the marketing team, where she directed development of rancher profiles and video resources, and training programs for retailers, foodservice sales teams and restaurant waitstaff.
 
She resides in Dalton with her husband, Allen, and their four teenagers. After work hours, Christy’s usually found raising livestock and cheering on the kids at 4-H shows and sporting events.
 

Tommi Marsans, Marketing Tech Strategist, Verizon

Tommi has over 3 decades of marketing technology experience, her focus is on enabling direct marketing through alignment of technology and strategy. She is highly skilled in effectively collaborating with all members of the organization and leveraging big data for segmentation, marketing technology, and marketing initiatives. She is currently the lead for the Pega Decisioning initiative in the Verizon Business Group marketing technology team and has developed dynamic customer responsive solutions called Compass for customer retention and My Solutions for customer growth across digital, marketing and sales channels.  

Tommi holds a BA from George Mason University and an MBA from the University of Maryland. She is also a fitness instructor, Cleveland Browns fan, and founder of the Force Multiplier Foundation, a charity dedicated to bringing help to those in need.

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