28 Oct How to reconcile BtoB and BtoC strategies thanks to CDP ?
unification of strategies
BtoC and BtoB
In the sports and entertainment sectors and due to the depth of the product catalogues, event organisers manage several types of customers which are grouped into 2 categories: professionals(Business-to-Business) and individuals(Business-to-Consumer)*. Most of these populations transit through transactional software (ticketing, shop or even cashless), consume content via engagement platforms and leave behind a lot of data essential to business development. Poorly exploited, too often scattered, this data is now dormant in several tools distributed among different teams, making it impossible to build a true customer-oriented strategy. With your digital transformation underway, it is now time to consolidate your business around a common vision.
Historically, BtoB and BtoC strategies differ. On the one hand, we have a rather long sales process, based on profitable products and which concentrates the majority of human resources, BtoB. On the other hand, a sometimes forgotten axis, with a low average basket, with numerous and volatile communities that have not yet revealed their full potential for monetization (take a look at Data Sponsorship), BtoC. Today, these two populations are united on one point: they have needs, expectations and, above all, want to live experiences. This is why we have decided to rise above this melee and decompartmentalize our product catalogue in order to apply the following scheme: to know our audiences and their needs, to meet them with the best offer, to serve, satisfy and place our resources where the stakes are the highest. In this article, we will discuss these issues through a founding idea: theunification of BtoC and BtoB strategies.
1. Putting the customer at the centre of the value proposition
Offering the right product to satisfy, build loyalty and establish a long-term relationship with your audiences is not easy, especially since today's customers are not the same as yesterday's; they are more oversolicited, informed, present on digital platforms and do not like to be rushed. It is therefore essential toget to know and understand their expectations and motivations. You can do this personally with your sponsors, but it is impossible to do with your fans. It is at this precise moment that the CDP tool takes over via theaggregation of qualitative data (from round tables or panels) or quantitative data (captured via data sources and digital tools). It is by placing needs at the heart of your concerns and your tools that you will be able to launch your customer-oriented approach and reap the benefits of your listening capacity.
2. Internal organization: marketing, sales and servicing
Digital has transformed uses, behaviours and at the same time commercial methods. Today, personalization and targeting are the key words in marketing, leading to a greater workload and a need for transversality between the different teams. Today, we come together around processes to increase efficiency, collective data management and marketing planning defining the points of contact with customer segments. A whole program to achieve an alignment of teams, focused on a common vision and objectives.
3. The tools: data collection, segmentation and communication
Your data represents a real wealth, it would be a shame not to exploit it. In recent years, technologies have been built around digital uses to urbanize and transform these data into information. Before anything else, think strategy. Define the vision and the objectives, you'll take the necessary height to collect and identify the data that will help you achieve them. With an up-to-date, qualified database, which is enriched daily and provides you with a 360° vision of your contacts, you have the base that you need to complete with segmentation and communication tools to personalize your approaches. When the tools are put at the service of people and strategy, the results can only follow.
4. Processes: from lead generation to transformation
Once your databases have been qualified and cleaned, your mission is to generate leads and ensureconversion. To do this, you have a range of tools at your disposal, divided between your departments, which will be used to create personalised points of contact with the targets: communication via social media, marketing with mailings, SMS or push notifications, the sales approach via phoning and a more direct relationship. Once the conversion has been made, the challenge is to gather feedback and to understand the levers of engagement in order to build loyalty. Satisfaction is everyone's mission, but mainly that of servicing or insides sales, depending on your organisation.
Unifying BtoC and BtoB strategies sets in stone the use of a unique commercial method whatever the typology of customer, supporter, fan, one-night visitor, association or company. It is based on the following themes: knowledge, analysis, business intelligence, segmentation, marketing, loyalty. You will then set to music tools and human resources to customize each sales funnel according to customer segments.
Via Arenametrix's BtoC and BtoB modules, this could result in this ...
*with a particularity for BtoC composed of fans, who have a strong emotional relationship that goes beyond the relationship of a brand to its consumer. Taking this aspect into account is essential, both in the positioning and the discourse you have with them. They will in fact be very demanding, but you will make it well.
Alexis Riotteau
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