B2B – Industrial digitalization offers us great advantages when it comes to connecting and implementing prescription strategies, such as the possibility of capturing leads and measuring them better.
In my career in B2B2B2C Marketing Management, I have implemented Inbound Marketing programs to attract prescribers (not clients) with content that is highly tailored to them in order to attract them and thus provide it to the prescription teams in order to be more efficient in reaching already interested targets.
KPIs? In this process I basically used 4: Web visitors, average time, engagement rate, email openings.
In parallel, there may be other more offline business KPIs: such as the response time of the distributor or manufacturer (direct client) to a proposal coming cyprus lists from the world of prescription. Number of projects captured by segment (it is important to undertake this strategy from the company's Industrial segmentation strategy ) and client. Number of closed projects.
Involve your entire organization in customer-centric projects from the B2B prescription team
It is very important to connect your industrial culture with this cutting-edge team, closer than anyone else to the end customer and their needs. Doing so will help you in customer-centricity and will ultimately influence a better B2B customer experience.
How? Culture, people… art. From the CEO down, there must be interest in putting these insights from the B2B prescription team on the table and committing the organization to action. Marketing must help in the transversal process and in the process with clients.
This is the basis of a good Industrial B2B Marketing and Sales Strategy to achieve a customer-centric culture; getting people involved in the action and this is done through example, consistency and transparency.
Co-design of products, adapted content, sales content for salespeople and, of course, better marketing tools.