The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
The Marketing Share
Retention Is the New Growth Engine: How Loyalty Programs Drive Revenue with Rob Reid (Ep. 34)
How can loyalty programs become your most powerful tool for growth and retention?
In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit with Rob Reid, a leader in B2B retention and loyalty programs, managing over $200 million in business for hearing and audiology practices.
Rob shares how he scaled Sonova’s loyalty program from 100 to nearly 900 members and reveals why retention is the ultimate growth strategy in today’s market.
Rob dives into the evolution of loyalty programs—from traditional rewards to data-driven, value-added services—and explains how personalization and customer engagement are reshaping the loyalty landscape. He highlights how B2B companies can build “partnership programs” that prioritize customer success over discounts, driving long-term relationships and repeat business.
You’ll learn:
- Why loyalty programs are no longer just about points and perks
- How B2B brands can create loyalty without relying on discounts
- The importance of listening to your customers and adapting fast
- Simple, cost-effective ways small businesses can implement loyalty strategies
If you’re looking to strengthen customer relationships, improve retention, and turn loyalty into a growth engine, this episode is packed with insights you can put into action.
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Want to be a guest on The Marketing Share Podcast? Send us an email with your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our podcast manager will get back to you soon.
Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?
Connect with Alec here
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Cheers.