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The new B2B consumer - The ReAD Group

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  • Typical sales engagement – marketing needed at lower level
  • Challenge biggest market lack of info 1-10,11-250,250-999, 1000
  • Selection criteria high low – Corp and Enterprise covered, SME/SoHo lack of data, insight and low ROI BIGGEST MARKET LEAST COVERAGE
  • Set the scene to drive new communication that encompasses social drive decisions – clarity
  • Later walk through a number of examples. Consider types of data and its use
  • Set the scene to drive new communication that encompasses social drive decisions – clarity Define the outcome Agree matching criteria i.e. individual, household or postcode level Test data sources for match levels to your own file – low level matching will lead to poor model
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Transcript

  • 1. The New B2b Consumer June 2012
  • 2. AgendaTraditional engagement strategiesTargeting the UK business populationThe emergence of the ProsumerThe benefits of blendingChoosing and matching the right consumer dataReal world examples Driving the creative and media mix Rewarding behaviourSummary
  • 3. B2b sales engagement stackHigh Value Corporate • Senior level engagement • Business-wide solutions Enterprise • Account management • Single department SME/SoHo • Marketing lead engagementLow Value • Tele-supported
  • 4. UK business population
  • 5. Targeting the right audience SoHo/SME Enterprise/Corporate
  • 6. B2c blendingSuch a large market segment needs effective targetingAdds a new layer of knowledgeHelp inform social media strategySoHo/SME purchases not always commercially driven
  • 7. The emergence of the ProsumerTechnology is driving a new decision making process A threat Buyers research 10.8 reference sources 79% of buyers use their smartphone to reference products & services 54% comparison shop Sales engagement is becoming less relevant Loss of brand controlReference: Google ZMOT research
  • 8. The emergence of the ProsumerTechnology is driving a new decision making process An opportunity Opportunity to listen and engage early Nurture prospects Multiple channel engagement New ways to transactReference: Google ZMOT research
  • 9. Choosing the right consumer data • Off-the-shelf robust solution Geo-dems • Postcode level can provide misleading outcomes • Household and individual level data Lifestyle • Good insight into household make-up and interests • Ideal for trigger based products/servicesTransactional • Ensure sufficient coverage to develop robust model
  • 10. Define the outcome An effective model needs a clearly defined objective Audit your existing database Remove non-marketable records and PAF check Match criteriaAgree type of match i.e. postcode, household, or individual Test modelEnsure match levels are sufficient to produce a robust model Run test campaigns
  • 11. Campaign deployment Creative Driving behaviourVan Insurance Loyalty
  • 12. Commercial Insurance – Van driversKey Cluster Demographics Household income £30,000- £40,000 Trade/craftsman Average credit risk Pay for insurance in full Interests include fishing, football and camping Subscribes to Sky More likely to read The Mirror, Daily Star or Sun on a daily basis
  • 13. Commercial Insurance – Acquisition
  • 14. Commercial Insurance – Outcome
  • 15. Rewarding behaviour – Trade WholesalersKey Cluster Demographics Home owner Married with two dependants under 10 Above average credit risk Interests include betting, bingo, days out, cinema & football More likely to read The People Sunday Express
  • 16. Rewarding behaviour– Engagement
  • 17. Rewarding behaviour– Outcome
  • 18. Summary