E-commerce, think about B2B sponsorship
Today, the development of digital forces companies to implement marketing actions to stand out. The tools and levers are multiple and their effectiveness depends on the activity of the company and its customers. That is why it is essential to take the time to think before implementing them. These tools include customer sponsorship. Generally intended for B2C strategies, it can also be effective and relevant in a cross-company strategy. This B2B sponsorship brings many significant benefits for businesses.
What is B2B sponsorship?
Before embarking on B2B sponsorship, it is important to understand the implications of sponsorship in general. It is actually a marketing tool used for several decades in stores. In the digital age, the tool has evolved through new features more efficient for businesses. With such a system, it is now possible to access more reliable statistics and change the configuration at any time.
The benefits of B2B sponsorship.
The first contribution of marketing sponsorship is twofold. Indeed, it allows to have, simultaneously, an acquisition strategy and a loyalty strategy. This is because the company is trying to get customers to recommend the brand or products to their friends. In other words, a satisfied and willing customer is a customer who is more likely to buy again. By becoming an ambassador, he also encourages his entourage to buy the products of the company.
In addition, acquiring new consumers is more expensive than keeping existing consumers. A sponsorship campaign is for an existing customer database. This reduces the cost of acquiring leads. With social networks, it is also possible to spread the campaign quickly to a large number of individuals.
The second advantage of this strategy is directly related to digitalization. There are more and more digital solutions to develop its sponsorship operation. They offer new opportunities thanks to the different functionalities they develop. For example, it is now possible to choose the form of its operation in a few clicks: a simple monetary reward, awards in stages or even a gift shop. In addition to this, access to real-time statistics makes it possible to modify the campaign and thus improve the results. Depending on the solutions, the company can also set up a recommendation indicator: the Net Promoter Score.
Finally, another advantage of setting up a B2B sponsorship program concerns originality. Indeed, this tool is often associated with B2C with many known programs such as Sosh, Vente-Privée or Chrono Drive. When a company goes to other companies, it does not immediately think of encouraging the recommendation. However, this allows to contact different prospects and to which the company would not have thought.
What’s changing with B2B sponsorship?
As you surely understand, setting up a referral program is advantageous for companies. However, it is important to emphasize that B2B sponsorship has some differences with the classic B2C form. Indeed, it must be adapted to professionals by creating varied offers. As a first step, it is essential to define clear objectives. For example, a company may want to increase the number of new customers or improve its reputation. In a second step, it is necessary to define the parameters of the B2B sponsorship. Depending on the sector of activity and the objectives set, the rewards will differ. A food manufacturer will not be able to offer rewards of the same nature as a communication agency.
For example, the manufacturer may offer a percentage discount to the godfather and godchild for his first order while the agency can offer a day of consultation or coaching. It all depends on what the company is trying to achieve and the target it is targeting. That’s why it’s important to take the time to determine the right actions for B2B sponsorship.
How to set up your B2B sponsorship program?
If your company is looking for new marketing tools to develop its business. B2B sponsorship seems to be the solution for you. Your company will be able to retain customers and acquire new prospects. You’re probably wondering what to do and you do not know where to start. For this, we advise you to go through a specialized provider in this area. There are many digital solutions that can help you set up your operation.
For example, you can find out about We Love Customers’ solutions for both merchants and e-merchants. With its platform, you can launch your campaign in a few minutes with your partners. In addition, you will benefit from a personalized follow-up to accompany you in the launch. If your business is aimed at other companies, then the We Love Customers team will advise you to determine the terms of the B2B sponsorship transaction.
Mr Flament Johnny Web Marketing Manager at WeLoveCustomers