B2B LoyaltyRewarding Sales Channels
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Why B2B Loyalty

Built in B2C. Mastered in B2B.

With two decades in loyalty — and over ten years focused solely on B2B — I work in the part of loyalty that drives genuine commercial outcomes.

B2B Loyalty operates far outside the consumer model: it’s about influencing product mix, margin and partner behaviour across indirect channels.

Here, average transaction values are high, relationships are personal, and trust between businesses determines what gets sold.

Brands and programs worked on
  • Tabcorp
  • Crown Casino
  • FUJIFILM
  • Helloworld Travel
  • Bridgestone
  • James Hardie
  • Cruiseco
  • Royal Caribbean
  • Boehringer Ingelheim
  • AUSREO
  • Qantas Loyalty
  • AMEX
  • The Sands Corporation
  • PPG
  • Burson
  • Bapcor
  • Elanco
  • Nulon
  • Brother
  • dormakaba
  • Stealth Group
  • Taubmans
  • Ridley Corporation
  • Dymocks
  • Kennards Hire
  • Workwear Group
Where B2B loyalty creates the most impact

Anywhere sales rely on partners, not consumers.

01

Manufacturing and industrial distribution

Where product mix, margin, and channel influence matter.

02

Trade environments

Anywhere tradies purchase product and brand choice is made at the counter.

03

Account‑based sales

Where customers buy “on account” and the business owns the purchasing relationship.

04

Indirect channel networks

Wholesalers, distributors, resellers, brokers, stores, franchises, and dealer networks — anywhere sales rely on partners, not consumers.

Conflict of interest

My WHY is YOUR reason to engage.

Mark FarrellFounder, B2B Loyalty

For more than 20 years I worked inside loyalty businesses, constantly navigating the tension between what was best for the client and what was best for the company. No matter how hard I tried, the client’s needs were never truly the priority — the commercial agenda of the organisation always came first.

And this isn’t unique. It’s the reality across every loyalty agency, platform provider, and consultancy.

That’s why I created B2B Loyalty.

I wanted to finally remove the conflict of interest and work in a way that puts the client at the centre — genuinely, transparently, and without platform bias. As an independent, agnostic partner, I’m driven entirely by your outcomes, not a sale.

This shift has given me renewed energy and purpose. I can now operate with complete transparency, total honesty, and 100% commitment to designing the right solution for your business — not the one that benefits mine.

This is my whyTo give businesses the loyalty advice they should have always received — independent, unbiased, and built solely around their success.

Value proposition

Independent advice that builds channel growth and incentive architecture.

Most loyalty and incentive advisors in Australia are paid by the technology vendor they represent. Their job is to sell a platform — not design the behaviour change you actually need.

I’m different. I’m Australia’s only independent B2B channel loyalty architect. I design the behaviour you need from dealers, distributors, resellers and reps; engineer the mechanics that pay for it; and stay with you until your team can run the program confidently without me.

No commissions. No vendor bias. No sales path. Just independent architecture that turns your trade or B2B sales channel into measurable increases in engagement and revenue.

  • FREEUp to 1 month of my time @ 2 hours per week
  • FREENot shackled to one platform, vendor or partner, so free to achieve your BEST outcome, not mine
  • FREEStrategy-led and independent, so free to develop strategy with you at a snail’s pace, not at a vendor’s ‘sales pace’
Channel sales strategyDealer & reseller incentivesB2B loyalty designVendor-independent tech selectionPartner activationProgram economics
Client programs

The work.

As ever it is commercially prohibited to provide details of programs I have designed, launched and managed on a public website.

What I can share are two artefacts used in the education and design processes of most engagements. A small but important glance at B2B Loyalty to showcase how channel sales incentives education is at the core of any engagement with B2B Loyalty.

The start

An immovable force — B2B Loyalty buying

How to invest your Marketing Budget or Sales Margin returns to optimise growth and ROI

Financial incentivesEmotional & financial incentives
Drive to an outcome
REBATES & COMMISSIONSEarned on volume/product mix
DISCOUNTINGProduct discounts or trade credit
SUPPLIER $$’sVendor funds promotion or discount
PARTNERINGInvest in training, systems &/or marketing support
SERVICEBest-in-class processes, fulfilment & support
INCENTIVESCustomer engagement & growth is multiplied
  1. 1By engaging with multiple contacts within an account customer, we maximise B2B Behaviour Change
  2. 2Incentives drive deeper emotions and more profitable outcomes than rebates
  3. 3Rewards are personal, rebates are seen as a credit line on a profit & loss statement
The same 1–3% of marketing budget or sales margin can sit on a P&L as a rebate, or be invested in incentives that engage multiple contacts within an account and drive to an outcome.
The finish

A Year in the Life — Burson Trade Rewards Member Journey

Shared with permission from Burson. The program shown never launched with this branding and has since closed.
The next step

Reach out to learn more.

Leverage the launch of B2B Loyalty with 8 hours of FREE education to discuss and ringfence your channel pain points. No contract, just learn about successful B2B sales growth and behaviour change programs and how they could apply to your business or sales channel.

Start a conversation How I work