Data Driven Content: A Specific Case
Posted: Sat Dec 21, 2024 4:37 am
Nothing connects the dots and sees the bigger picture like a case study. Don't you agree?
Let's see what we did with PTS srl , a small and medium enterprise based in Modena and Bologna, specialized in the supply of IT solutions for offices: multifunction printers, interactive monitors (the old LIM whiteboards, so to speak), label printers.
Phase 1: The Idea
The spark that triggered the ideas came from a free spain number for whatsapp chat with three or four Sales people (never forget the importance of continuous interviews when analyzing your competitors!): 1/3 of the negotiations with potential customers failed because they complained about the high price of the product, which " could also be purchased on Amazon for 25% less ".
There were two alarm bells ringing:
on the Sales and Marketing side there was a need to better communicate , along the sales pipeline, the pluses provided beyond the mere product (multifunction printers, in this case). Communicating value is always something difficult to do and remember, but mandatory if you want to bring home the result and to consolidate your USP ( Unique Selling Proposition );
On the Communication and Marketing side, there was a need to “educate” customers and inform potential new leads about the macroscopic differences between the brand and any e-commerce . Material was needed to share via email, to deliver during meetings, to make clearly visible online, etc.
In particular, two elements emerged that, like two parallels, would never have made an e-commerce meet (and clash) with a B2B brand:
customer care and the human factor : whether it was remote or on-site technical assistance, whether it was flash assistance live chat, or the administrative team for financial matters, a B2B brand is much more complete and equipped to embrace the professional customer 360°;
"accessory" services : the professional relationship never ends with the mere purchase or rental, but is completed with a series of activities that make the experience of using the product/solution complete. For example, with the aforementioned 6-hour technical assistance service; the supply of consumables at a cheaper price and that work (a sore point for those who buy online, for example, toner and cartridges); or even technical support from installation to training in the use of the products, up to the disposal of disused materials.
The question that subsequently arose was:
“But are professionals who buy on Amazon REALLY satisfied? And if so, what do they appreciate most?”
Let's see what we did with PTS srl , a small and medium enterprise based in Modena and Bologna, specialized in the supply of IT solutions for offices: multifunction printers, interactive monitors (the old LIM whiteboards, so to speak), label printers.
Phase 1: The Idea
The spark that triggered the ideas came from a free spain number for whatsapp chat with three or four Sales people (never forget the importance of continuous interviews when analyzing your competitors!): 1/3 of the negotiations with potential customers failed because they complained about the high price of the product, which " could also be purchased on Amazon for 25% less ".
There were two alarm bells ringing:
on the Sales and Marketing side there was a need to better communicate , along the sales pipeline, the pluses provided beyond the mere product (multifunction printers, in this case). Communicating value is always something difficult to do and remember, but mandatory if you want to bring home the result and to consolidate your USP ( Unique Selling Proposition );
On the Communication and Marketing side, there was a need to “educate” customers and inform potential new leads about the macroscopic differences between the brand and any e-commerce . Material was needed to share via email, to deliver during meetings, to make clearly visible online, etc.
In particular, two elements emerged that, like two parallels, would never have made an e-commerce meet (and clash) with a B2B brand:
customer care and the human factor : whether it was remote or on-site technical assistance, whether it was flash assistance live chat, or the administrative team for financial matters, a B2B brand is much more complete and equipped to embrace the professional customer 360°;
"accessory" services : the professional relationship never ends with the mere purchase or rental, but is completed with a series of activities that make the experience of using the product/solution complete. For example, with the aforementioned 6-hour technical assistance service; the supply of consumables at a cheaper price and that work (a sore point for those who buy online, for example, toner and cartridges); or even technical support from installation to training in the use of the products, up to the disposal of disused materials.
The question that subsequently arose was:
“But are professionals who buy on Amazon REALLY satisfied? And if so, what do they appreciate most?”