Zsuzsa Kecsmar recently shared something that caught my attention: "right now compiling all the pages for the Global Customer Loyalty Report" and "reviewing docs this long with an editorial eye! - we decided to print and do with pens and markers". Then she added a detail that every marketer should notice: "we have close to 1000 registrants for the launch webinar for the 3rd Feb - want to join?" and the simple call to action, "comment "report" and i will have an invite link sent to you!!".

That small update says a lot about what it takes to ship a credible industry report and turn it into momentum for your loyalty program narrative. Let me expand on what Zsuzsa is demonstrating here: editorial rigor, deliberate workflow choices (including surprisingly analog ones), and a launch strategy that treats content as a community event, not a PDF drop.

The hidden work behind a "Global Customer Loyalty Report"

A major loyalty report is not just a long document. It is a compact promise to your audience:

The insights are worth their time.
The methodology is sound.
The takeaways are practical enough to use.

When Zsuzsa says she is "compiling all the pages", I hear the unglamorous phase that separates a decent report from a trusted one: assembling narrative, charts, definitions, and recommendations into a flow that a reader can follow in one sitting.

Editorial eye is strategy, not polishing

In loyalty marketing, the difference between "interesting" and "actionable" often comes down to editorial decisions:

Are you consistent in definitions (active member, incremental revenue, breakage, engagement rate)?
Do you separate correlation from causation?
Do your charts answer a question, or just fill space?
Does each section earn the right to exist?

A great report is a point of view with evidence, not a pile of findings.

An editorial review is where you force clarity. If the report tries to speak to everyone (retail, grocery, travel, marketplaces, subscription), the editor has to ensure the reader always knows: what does this mean for me?

Why printing and using pens still works in 2026

Zsuzsa mentioned they decided to print and review with pens and markers. On the surface, that feels old-school. In practice, it is a productivity hack for long-form work.

Here is why analog review can outperform digital comments when stakes are high:

You catch structure problems faster. On paper, you can see pacing and repetition. Digital views hide this behind scrolling.
You reduce collaboration noise. In-doc comments can explode into micro-debates. A marked-up print pass encourages consolidated feedback.
You force prioritization. When you only have a pen, you mark what matters. That naturally filters out perfectionism.

A simple editorial workflow you can steal

If you are producing a loyalty report, an annual strategy deck, or even a long launch page, try a three-pass approach:

Pass 1: Reader flow. Does the story make sense without you explaining it live?
Pass 2: Evidence and accuracy. Are numbers sourced? Are terms defined? Are charts labeled and comparable?
Pass 3: Voice and friction. Remove jargon, shorten sentences, and turn "could" into "do".

The best editing question is: "What would a busy loyalty leader misunderstand here?"

This is also where you ensure the report supports multiple levels of reading: skimmers (headings and callouts), analysts (charts and methodology), and executives (summary and implications).

The launch webinar is not a formality, it is the product

The other line that stood out: close to 1000 registrants for the launch webinar. That is not just a vanity metric. It signals that the report has been positioned as an event.

A webinar launch can turn a report into:

A live interpretation layer. People do not only want data, they want meaning.
A community touchpoint. Loyalty is relationship-building, and so is content.
A qualification moment. Attendees self-identify as interested in your domain.

Why webinars pair so well with loyalty content

Loyalty professionals are constantly balancing brand, finance, data, and operations. A report can validate internal conversations, but a webinar can help them sell the insight internally.

For example, instead of saying "we should personalize rewards", a loyalty manager can cite an external report and then share a clip of a webinar segment where the speaker explains the tradeoffs and expected outcomes.

If you want your report to travel inside organizations, give it formats that travel:

PDF or web report for credibility
Webinar for narrative and urgency
Slides for internal sharing
Short clips for social proof

The "comment "report"" CTA is smart distribution

Zsuzsa's call to action was intentionally simple: comment a keyword to get the invite link. This is not just engagement bait. It is a lightweight opt-in mechanism that creates three benefits:

Friction is low. No forms, no hunting.
Intent is public. People signal interest, which increases reach and social proof.
Follow-up is personal. Sending a link feels like a direct response, not a broadcast.

If you are launching loyalty content, consider how your CTA matches the moment. On LinkedIn, comments can outperform clicks because the platform rewards conversation. But the key is to make the payoff immediate and real.

A good CTA is an honest trade: one small action for one clear benefit.

Turning a report into a loyalty marketing engine

A report should not peak on launch day. It should become a source that powers months of work. Here are practical ways to do that, inspired by the workflow Zsuzsa hinted at.

1) Design your report for repurposing

Before finalizing, identify 8 to 12 "atoms" inside the report:

a benchmark chart
a surprising insight
a definition framework
a mini-case example
a prediction

Write each atom so it can stand alone in a post, slide, or email without heavy context.

2) Build a launch sequence, not a single announcement

A strong sequence might look like:

Teaser: what is changing in loyalty right now
Methodology: why this report is trustworthy
Sneak peek: 1 chart with 1 implication
Launch: report plus webinar registration
Post-launch: key takeaways, Q&A highlights, and follow-on resources

3) Invite peers into the conversation

Zsuzsa also tagged partners and people involved. That matters. Industry content spreads when multiple credible voices participate. If you collaborated on the data, tooling, or interpretation, acknowledge it. It builds trust and reach at the same time.

4) Measure what matters after the spike

Likes are fine, but for B2B loyalty content, I would track:

webinar attendance rate (registrants to attendees)
questions asked (indicator of depth)
outbound requests (demos, partnerships, speaking)
downstream usage (citations, backlinks, sales enablement)

What I take from Zsuzsa's post

The short update is a reminder that effective loyalty marketing is not just about technology, AI, or big claims. It is about doing the work: editing, validating, packaging, and launching in a way that respects the audience.

If you are preparing a loyalty program report, an annual review, or a benchmark study, consider borrowing Zsuzsa's approach:

Treat editing as a strategic act.
Choose workflows that improve thinking, even if they are not trendy.
Launch with a live moment that helps people interpret and apply the insights.
Use conversation-first distribution so your content moves through networks, not just inboxes.

Because in the end, a "Global Customer Loyalty Report" is not only a document. It is a credibility asset. And credibility is one of the strongest currencies in loyalty.

This blog post expands on a viral LinkedIn post by Zsuzsa Kecsmar, International Loyalty Personality of the Year 2024 // Powering loyalty programs with tech. Proud co-founder and Chief Strategy Officer at Antavo (Gartner & Forrester Recognized Vendor) // Click FOLLOW #loyalty and #tech. View the original LinkedIn post →