Segmenting and Personalizing the B2B Experience for More Loyalty and Revenue

Transcription

1

2 Segmenting and Personalizing the B2B Experience for More Loyalty and Revenue

3 Chris Guerra Chief Marketing Officer, Blue Acorn

4 Agenda The benefits and challenges with B2B personalization Approaches to grouping and segmenting your customers Examples and inspiration for persona personalization Implementing your strategy using the Magento platform

5 The benefits of b2b personalization and loyalty are not hard to grasp.

6 The challenge is arriving at the most effective groupings and defining the experience to those segments.

7 Let s start with segmenting your customers

8 B2C makes it look easy!

9 B2C Companies Still Face Barriers, but

10 B2B is Even More Challenging B2B Markets Have Highly Complex Decision Making Units B2B Buyers are More Rational B2B Products are Often More Complex Personal relationships are more important in b2b markets

11 B2B Personalization Barriers

12 Over 60% of B2B purchase involve more than 3 people

13 Not only do you have to segment your customers, but you have to segment WITHIN your customers

14 Start by Segmenting Your Customers

15 Different segmentation approaches Firmographics are to businesses and organizations what demographics are to people Industry Location Customer Size Status and Structure Customer size Status and performance

16 Don t create too many segments!

17 Ask yourself Are they truly different in a meaningful way? Do companies fall clearly into one of the segments? Can each company be easily identified as belonging to a specific segment?

18 Customer Segment Examples Large Retail Chain Small Boutique Corporate Office

19 Segment Within Your Customers Large Retail Chain Small Boutique Corporate Office

20 Outcome based segmentation This needs based approach applies the jobs-tobe-done thinking to segmentation What is their role within the organization? What does their job description look like? What are their skills? What do they do, (or what) happens daily / weekly / monthly?

21 Define Key Job Players and Roles Product Researcher Inventory Analyst Purchaser

22 What actions do you want to promote? Product Researcher Inventory Analyst Purchaser Adding Products to Cart Sharing Products Increasing Cart Size Requesting Quotes Approving Orders Submitting Payments

23 Map the Journey Research Builds Orders Analyzes Inventory Purchases Product

24 Close your eyes

25 Ask yourself Why do they visit your site? When do they visit your site? Where do they spend most of their time? What are repeated actions they conduct?

26 Why do they visit your site? Product Researcher

27 Why do they visit your site? Purchaser

28 What are repeated actions they conduct? Product Researcher

29 What are repeated actions they conduct? Purchaser

30 Where do they spend most of their time? Product Researcher

31 Where do they spend most of their time? Inventory Analyst

32 When you ve documented the W s

33 Personalization is changing the UX Process Dynamic Intuitive Personal Creepy Right around the corner

34 Go Back to your wireframes

35 Map the Journey Research Research Analyzes Inventory Purchases Product

36 Implementing your Strategy

37 Setup your organizational structure

38 Setup segments for job roles

39 Create a Loyalty Program

40 What actions do you want to promote? Product Researcher Inventory Analyst Purchaser Adding Products to Cart Sharing Products Increasing Cart Size Requesting Quotes Approving Orders Submitting Payments

41 Setting up Point System

42 Example Rewards Digital Content or Point-Of-Purchase Collateral Access to exclusive products Better Business Terms Discounts or Promotions

43 Alright, Now What?

44 We ve created customer segments Large Retail Chain Small Boutique Corporate Office

45 We ve Segmented Within Those Segments Product Researcher Inventory Analyst Purchaser

46 We ve Mapped the User Journey Research Research Analyzes Inventory Purchases Product

47 We ve rewarded our loyal customers

48

49 Chris Guerra Chief Marketing Officer, Blue Acorn