How to reconcile BtoB and BtoC strategies thanks to CRM?

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 yesterday's customers; they are more over-solicited, informed, present on digital platforms and don't like to feel rushed. It is therefore essential to get toknow and understand their expectations and motivations beforehand. You can do this in a personal way with your sponsors but it is an impossible step to take with your fans. It is at this precise moment that the CRM tool takes over via theaggregation of qualitative data (from round tables or panels) or quantitative data (capture via data sources and digital tools). It is by placing needs at the heart of your concerns and tools that you will be able to launch your customer-oriented approach and benefit from your ability to listen. 

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 bases are qualified and cleaned, your mission is to generate lead and ensureconversion. To do this, you have a range of tools at your disposal, spread across your departments, which will be used to create personalised points of contact with your targets: communication via social networks, marketing with mailing, SMS or push notification, the commercial approach via phoning and a more direct relationship. Once the conversion has been made, the challenge is to collect feedback and understand the commitment levers to build loyalty. Satisfaction is everyone's mission but mainly servicing or sales incentives, depending on your organization. 

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.

Pierre Gautier Arenametrix

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