Post by account_disabled on Mar 5, 2024 0:30:05 GMT -5
Last week we organized our first with Alejandra Lorente, Global B2B Marketing Manager at Cabify . In 20 minutes, Alejandra told us about some of Cabify's initiatives during the Covid-19 crisis, as well as the keys to its B2B marketing strategy. We leave you a fragment of the interview in this post, in addition to the full video from our Instagram TV channel and we invite you to follow us on Instagram to stay tuned for the next.
Alejandra, you have gone from B2C to B2B throughout your experience. What main challenges do you encounter in the business-to-business field when Industry Email List implementing marketing actions? In B2B it is often expected that the acquisition will be as immediate as in B2C and this does not happen. When we analyze the leads we realize that those contacts that have only interacted once with our website are usually very low quality leads. The challenge is in the combination of channels to ensure that that lead is finally quality.
In B2B it is often expected that the acquisition will be as immediate as in B2C and this does not happen. A user who has seen content on Linkedin, has watched a video on Facebook and in the end searches for the service, surely has a much more interesting purchase intention. That interaction, which is much longer, together with the fact of obtaining qualified leads, are the main challenges that I believe we have in B2B.
Experiential marketing seems to be spreading more and more in the B2B field in which, despite being a business-to-business communication, it is aimed at people. How do you see it and apply it from Cabify? It is true that B2B is like Cabify's “serious” brother. However, an attempt is made to propose campaigns not for companies, but for people or professionals who work in companies. We have a very clear profile of our buyer personas and we try to direct these messages according to the concern our users have.
Furthermore, I believe that one of the main problems we have in B2B is that there are no pure B2B audiences, there is no segmentation in the channels that allow us to direct our campaigns. So we have to think and know the user very well to know where they are going to be and create adapted content .The 'customer journey' in B2B is much longer, as you have mentioned. What, for you, is the most critical phase at the B2B marketing level.
Definitely the most critical phase is 'prospecting', which involves locating and finding the user. From there everything flows. On the other hand, not only for us at Cabify but in B2B in general, I think that another critical moment is when the service has already been contracted, once that account is activated, how to get it to start traveling.
The reaction from our customers has been very positive in general. We have just conducted an NPS survey and despite the context, it is on a very notable rise. There have been many positive reviews on social media and hundreds of testimonials and thanks in our chat. Likewise, we have seen strong participation in our live sessions and many new followers on social networks.
What advice would you give to other B2B marketers facing major changes to their marketing plan due to Covid-19? I think that in the middle of this situation it is necessary to pause your marketing plan and think first about your client : What do they really need at this moment? Make a list of all the ideas that could bring value to your clients and prioritize these ideas based on the value perceived by the client and the resources available (this is a crisis for everyone).
Alejandra, you have gone from B2C to B2B throughout your experience. What main challenges do you encounter in the business-to-business field when Industry Email List implementing marketing actions? In B2B it is often expected that the acquisition will be as immediate as in B2C and this does not happen. When we analyze the leads we realize that those contacts that have only interacted once with our website are usually very low quality leads. The challenge is in the combination of channels to ensure that that lead is finally quality.
In B2B it is often expected that the acquisition will be as immediate as in B2C and this does not happen. A user who has seen content on Linkedin, has watched a video on Facebook and in the end searches for the service, surely has a much more interesting purchase intention. That interaction, which is much longer, together with the fact of obtaining qualified leads, are the main challenges that I believe we have in B2B.
Experiential marketing seems to be spreading more and more in the B2B field in which, despite being a business-to-business communication, it is aimed at people. How do you see it and apply it from Cabify? It is true that B2B is like Cabify's “serious” brother. However, an attempt is made to propose campaigns not for companies, but for people or professionals who work in companies. We have a very clear profile of our buyer personas and we try to direct these messages according to the concern our users have.
Furthermore, I believe that one of the main problems we have in B2B is that there are no pure B2B audiences, there is no segmentation in the channels that allow us to direct our campaigns. So we have to think and know the user very well to know where they are going to be and create adapted content .The 'customer journey' in B2B is much longer, as you have mentioned. What, for you, is the most critical phase at the B2B marketing level.
Definitely the most critical phase is 'prospecting', which involves locating and finding the user. From there everything flows. On the other hand, not only for us at Cabify but in B2B in general, I think that another critical moment is when the service has already been contracted, once that account is activated, how to get it to start traveling.
The reaction from our customers has been very positive in general. We have just conducted an NPS survey and despite the context, it is on a very notable rise. There have been many positive reviews on social media and hundreds of testimonials and thanks in our chat. Likewise, we have seen strong participation in our live sessions and many new followers on social networks.
What advice would you give to other B2B marketers facing major changes to their marketing plan due to Covid-19? I think that in the middle of this situation it is necessary to pause your marketing plan and think first about your client : What do they really need at this moment? Make a list of all the ideas that could bring value to your clients and prioritize these ideas based on the value perceived by the client and the resources available (this is a crisis for everyone).