Thoughts From the Trade Show Floor

I’ve spent a lot of time on the trade show circuit lately, and after walking miles of floor space and talking to leadership teams across multiple industries, one thing is clear:

The gap between "having a B2B incentive" and "having a successful B2B partnership strategy" is wider than ever.

In my recent conversations, I’ve seen the full spectrum. Some companies are hitting it out of the park, creating true alignment with their customers and partners. Others? Not as much. They’re stuck in a cycle of "hope-based marketing," where trade spend goes out, but measurable growth rarely comes back.

Most B2B companies I meet fall into one of three camps:

• They don’t have a formal loyalty or incentive structure yet.
• Their existing program is underperforming and feels like "noise."
• They had a strategy once, but it didn't move the needle, and they’ve abandoned the idea entirely.

The truth is, success in the B2B space hinges on structure, tools, and expertise. You can’t use a "one-size-fits-all" approach when you’re dealing with a complex B2B landscape.

Whether you are working with distributors, retailers, or direct business accounts, if you want to move the needle on your 2026 goals, you have to avoid the common pitfalls that derail these initiatives, from over-focusing on cost to neglecting what actually makes your customers tick.

I’ve put together a deep dive into how to avoid these traps and build a B2B strategy that actually holds up under pressure.

Read the full article here.