Inside the Incentive Buyer’s Mind: Trends, Risks & Realities

Episode 17 • 4 December 2025

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In this episode of Motivation Insiders, we explore insights from Inside the Incentive Buyer’s Mind: Trends, Risks & Realities, a new IESP resource built from the perspectives of more than fifty industry leaders who gathered at the 2025 IMA Summit. Three IESP board members join the conversation to discuss how today’s incentive buyers are reshaping expectations for loyalty, recognition, and channel programs.

The discussion covers why one-size-fits-all program design is no longer enough, how segmentation and micro-gifting are becoming standard practice, and the ways B2C experiences are influencing what B2B buyers now expect. The panel also examines the risks and realities buyers are managing every day and the push to move beyond vanity metrics to true business outcomes.

Looking ahead, the episode highlights emerging signals such as AI, Web3, and crypto-linked rewards, and what role they may play in the next generation of incentive and engagement strategies. Throughout the conversation, the panelists return to a central theme: buyers are looking for partners, not just platforms—providers who can bring context, fluency, and clear alignment to measurable results. Listeners will come away with a concise view of what matters most to incentive buyers now, and where the market is heading next.

Featured Speakers

VINCE CHIOFOLO

Recognized as a Top 40 GTM Leader of 2025 (GTM Alliance) and RevOps Champion of the Year (OpStars by LeanData), Spirit Award winner by IMA, Vince is a frequent speaker and podcast guest on growth, optimization, and engagement—including recent appearances on RevOpsAF, RevOps Champions, Motivation Insiders, and Loyalty360. Vince helps scale tech, SaaS, and AI companies turn ambition into execution. My work centers on building the systems, storytelling, and strategy that drive predictable, sustainable growth—connecting revenue, marketing, and operations. Vince can be reached at [email protected] or connect on LinkedIn.

Lincoln Smith, MotivForce

CEO of Motivforce, Lincoln leads a global team that designs incentive, loyalty, and channel engagement programs tailored at scale to blend behavioral science, advanced analytics, and creative design for ROI. Their proprietary MX Engagement Platform powers these programs with seamless global execution, data-driven insights, and practical applications of AI, always implemented in responsible, client-friendly ways. Lincoln can be reached at [email protected] or connect with Lincoln on LinkedIn.

Andrew Solomon, Achievement Awards Group

Andrew Solomon is marketing director of Achievement Awards Group, a South African-based provider of employee engagement and recognition programs. He focuses on "all things client related," whether working on marketing campaigns or solving client challenges. Andrew has worked in technology for over 30 years, and has a background in technology, development, gamification, marketing and design. He can be reached at [email protected] or connect with Andrew on LinkedIn.