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How can you tailor your lead qualification process for B2B and B2C customers in retail?

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Lead qualification is the process of determining whether a prospect is a good fit for your product or service, based on their needs, budget, authority, and timing. However, not all leads are the same, especially when you sell to different types of customers in retail. In this article, you will learn how to tailor your lead qualification process for B2B and B2C customers in retail, and what criteria to use to prioritize and segment your leads.

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Ozias S.

Assistante RH et communication chez Activtips

1 B2B vs B2C customers in retail

B2B customers are businesses that buy from you to resell, distribute, or use your products or services in their own operations. They typically have longer and more complex sales cycles, multiple decision-makers, and higher value deals. B2C customers are consumers who buy from you for their personal use or consumption. They usually have shorter and simpler sales cycles, fewer decision-makers, and lower value deals.

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Ozias S.

Assistante RH et communication chez Activtips
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Les clients B2B sont des entreprises ou des organisations qui achètent des produits ou des services pour leur propre usage, pour les revendre ou pour les intégrer dans leur propre offre. Les clients B2C sont des individus qui achètent des produits ou des services pour leur propre usage ou pour offrir en cadeau, et non pour une utilisation commerciale ou professionnelle.

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Roberto Herrera Arbo

Linkedin Top Voice 2024 | Estrategista em Marketing & Vendas Digitais | Palestras e Cursos
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Para ambos os segmentos, a integra??o de tecnologia, como sistemas de CRM (Customer Relationship Management) e automa??o de marketing, pode aumentar significativamente a eficácia do processo de qualifica??o de leads. Além disso, é fundamental oferecer conteúdo educativo e solu??es customizadas que atendam às necessidades específicas de cada tipo de cliente. Para leads B2B, focar em materiais que destacam o ROI (retorno sobre investimento), estudos de caso e depoimentos pode ajudar a construir credibilidade e confian?a. Para o público B2C, criar mensagens que ressoem com suas emo??es e necessidades pessoais, utilizando plataformas de mídia social e marketing de influência, pode ser mais efetivo para engajamento e convers?o.

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David Jaubert

Stratégie, Communication, Growth Marketing
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Les entreprises et les particuliers (clients B2B et B2C) ont des comportements d'achat distincts. Les clients B2B, qui achètent pour leur entreprise, connaissent des délais d'achat prolongés, impliquent plusieurs décideurs et concluent des transactions importantes. En revanche, les clients B2C sont des consommateurs individuels qui prennent des décisions d'achat rapides, impliquent un seul décideur et dépensent moins. Il est essentiel de prendre en compte ces différences lors de l'élaboration de stratégies de vente et de marketing efficaces pour chacun de ces segments de marché.

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2 How to qualify B2B leads in retail

To qualify B2B leads in retail, you need to use a framework that helps you assess their fit and interest in your solution. One such framework is BANT, which stands for Budget, Authority, Need, and Timing. You can use BANT to ask questions such as how much the lead is willing to spend on your product or service, who the key decision-makers and influencers are in their organization, what challenges or goals they are trying to solve or achieve with your product or service, and when they plan to make a purchase decision.

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Ozias S.

Assistante RH et communication chez Activtips
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Dans le contexte du commerce de détail, les leads B2B (Business-to-Business) peuvent être qualifiés de différentes manières en fonction de divers critères pertinents pour le secteur. Type d'entreprise Taille de l'entreprise Segment de marché Localisation géographique Intentions d'achat Canal d'acquisition

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Roberto Herrera Arbo

Linkedin Top Voice 2024 | Estrategista em Marketing & Vendas Digitais | Palestras e Cursos
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Questionar sobre as necessidades ou objetivos que o lead espera atender ou alcan?ar com seu produto ou servi?o ajuda a alinhar sua oferta com as demandas específicas do cliente. Além da utiliza??o do BANT, é recomendável complementar essa abordagem com um entendimento profundo do setor e dos desafios específicos enfrentados por leads B2B no varejo. Isso pode envolver pesquisa de mercado, análise competitiva e coleta de feedback de clientes existentes para aprimorar ainda mais sua estratégia de qualifica??o de leads.

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3 How to qualify B2C leads in retail

For qualifying B2C leads in retail, you must use a framework that helps you understand their preferences, motivations, and behaviors. A popular example is RFM (Recency, Frequency, and Monetary). With RFM, you can analyze data such as the recentness of their purchases or interactions with your brand, how frequently they buy from you or engage with your content, and how much they spend on your products or services.

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Ozias S.

Assistante RH et communication chez Activtips
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Pour qualifier les leads B2C (Business-to-Consumer) dans le retail, il est important de prendre en compte différents critères pertinents pour comprendre les besoins et les comportements des consommateurs. Voici quelques méthodes de qualification des leads B2C dans le retail : Démographie Localisation géographique Comportement d'achat Intérêts et préférences Engagement avec la marque

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Roberto Herrera Arbo

Linkedin Top Voice 2024 | Estrategista em Marketing & Vendas Digitais | Palestras e Cursos
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Além de usar o RFM para qualificar leads B2C, é benéfico combinar esses insights com dados demográficos, psicográficos e de comportamento online para criar perfis de cliente ainda mais detalhados. Isso pode incluir informa??es sobre interesses, estilo de vida, canais de mídia social preferidos e comportamento de navega??o online. Combinar RFM com esses dados adicionais permite personalizar ainda mais as mensagens de marketing, as ofertas de produtos e as estratégias de engajamento para atender às necessidades e preferências específicas de cada segmento.

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4 How to prioritize and segment your leads

Once you have qualified your leads, you need to prioritize and segment them according to their potential value and readiness to buy. You can use a scoring system that assigns points to each lead based on their BANT or RFM criteria, and then rank them into categories such as hot, warm, or cold. You can also use a matrix that plots your leads based on their fit and interest, and then group them into segments such as ideal, qualified, unqualified, or disqualified.

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Marco Rodríguez

Key Account Manager || Gerente de Cuentas Clave || Product Manager || ? Bakery || B2B || Sectores: Horeca, Food Service, QSR, e Institucional
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Enfocarnos en el Perfil de Cliente Ideal (PCI) es más relevante que nunca, especialmente en la perspectiva B2B y B2C. El PCI va más allá de la mera capacidad económica; se trata de conectar con aquellos que verdaderamente se benefician de nuestras soluciones. Al definirlo, consideramos aspectos como industria, tama?o de empresa, necesidades, problemas comunes y valores. Este enfoque no solo dirige nuestras estrategias de marketing y ventas de forma más eficiente, sino que también nos permite mejorar nuestras ofertas, asegurando que realmente agreguen valor a quienes más lo aprecian.

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5 How to tailor your sales approach

After you have prioritized and segmented your leads, you need to tailor your sales approach to match their needs and expectations. For B2B leads, you need to focus on building trust and credibility, demonstrating value and ROI, and navigating the decision-making process. For B2C leads, you need to focus on creating awareness and interest, appealing to emotions and desires, and overcoming objections and barriers.

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Roberto Herrera Arbo

Linkedin Top Voice 2024 | Estrategista em Marketing & Vendas Digitais | Palestras e Cursos
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Para ambas as abordagens, a utiliza??o de dados e insights comportamentais para informar sua estratégia é importante. Isso pode incluir a análise de padr?es de compra, feedback de clientes e tendências de mercado para refinar continuamente sua comunica??o e ofertas. Além disso, é importante que toda a equipe de vendas esteja bem treinada para reconhecer e responder às diferen?as entre os clientes B2B e B2C, adaptando sua linguagem, tom e táticas de acordo. Ferramentas e recursos, como materiais de marketing específicos e casos de estudo detalhados para B2B, ou demonstra??es visuais e ofertas promocionais para B2C, podem apoiar efetivamente essas estratégias adaptadas.

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6 How to measure and improve your lead qualification process

To measure and improve your lead qualification process, you should track key metrics and feedback. Track the lead-to-customer conversion rate, which is the percentage of leads that become paying customers. Additionally, measure the lead quality, lead velocity, and lead cost. Collect feedback from your sales team and customers to identify the strengths and weaknesses of your lead qualification process, and make adjustments accordingly. This will help you ensure that your process is effective and efficient.

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Roberto Herrera Arbo

Linkedin Top Voice 2024 | Estrategista em Marketing & Vendas Digitais | Palestras e Cursos
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Para um processo de melhoria contínua, é recomendável estabelecer um ciclo regular de revis?o e ajuste das práticas de qualifica??o de leads. Isso envolve testar novas abordagens, analisar os impactos dessas mudan?as nas métricas-chave e iterar com base nos resultados.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you tailor your lead qualification process for B2B and B2C customers in retail?

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3

4

5

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1 B2B vs B2C customers in retail

2 How to qualify B2B leads in retail

3 How to qualify B2C leads in retail

4 How to prioritize and segment your leads

5 How to tailor your sales approach

6 How to measure and improve your lead qualification process

7 Here’s what else to consider

Sales Prospecting

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How can you tailor your lead qualification process for B2B and B2C customers in retail?

1

2

3

4

5

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7

1 B2B vs B2C customers in retail

2 How to qualify B2B leads in retail

3 How to qualify B2C leads in retail

4 How to prioritize and segment your leads

5 How to tailor your sales approach

6 How to measure and improve your lead qualification process

7 Here’s what else to consider

Sales Prospecting

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