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The New B2b Consumer      June 2012
AgendaTraditional engagement strategiesTargeting the UK business populationThe emergence of the ProsumerThe benefits of bl...
B2b sales engagement stackHigh Value                 Corporate                 • Senior level engagement                 •...
UK business population
Targeting the right audience   SoHo/SME     Enterprise/Corporate
B2c blendingSuch a large market segment needs effective targetingAdds a new layer of knowledgeHelp inform social media str...
The emergence of the ProsumerTechnology is driving a new decision making process                       A threat  Buyers re...
The emergence of the ProsumerTechnology is driving a new decision making process                   An opportunity   Opport...
Choosing the right consumer data                • Off-the-shelf robust solution Geo-dems       • Postcode level can provid...
Define the outcome    An effective model needs a clearly defined objective        Audit your existing database     Remove ...
Campaign           deployment  Creative        Driving behaviourVan Insurance           Loyalty
Commercial Insurance – Van driversKey Cluster Demographics  Household income £30,000-  £40,000  Trade/craftsman  Average c...
Commercial Insurance – Acquisition
Commercial Insurance – Outcome
Rewarding behaviour – Trade WholesalersKey Cluster Demographics  Home owner  Married with two dependants  under 10  Above ...
Rewarding behaviour– Engagement
Rewarding behaviour– Outcome
Summary
The new B2B consumer - The ReAD Group
The new B2B consumer - The ReAD Group
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The new B2B consumer - The ReAD Group

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The new B2B consumer - The ReAD Group

  1. 1. The New B2b Consumer June 2012
  2. 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. 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. 4. UK business population
  5. 5. Targeting the right audience SoHo/SME Enterprise/Corporate
  6. 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. 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. 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. 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. 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. 11. Campaign deployment Creative Driving behaviourVan Insurance Loyalty
  12. 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. 13. Commercial Insurance – Acquisition
  14. 14. Commercial Insurance – Outcome
  15. 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. 16. Rewarding behaviour– Engagement
  17. 17. Rewarding behaviour– Outcome
  18. 18. Summary

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