Fundamentals of B2B CRM:

Strategies, Use Cases, and

Benefits it Brings.
DA N I E L CHR I ST IANTO
N AU FA L A R I Q R A MA DHA N
R I K A P E RSI ANTI
What is B2B?

B2B is shorthand for “business to business”. It refers to sales you make to other
business rather than individual consumers.
B2B Strategies?

2. Concentrate
1. Learn about
on companies,
client's needs
not individuals

4. Create the
3. Listen what
right type of
they say
content

5. Keep an eye
on customer's
success level
What is CRM?
Technologies to increase quality of
interaction with customers

Platform to collect data throughout

customer lifecycle

Practices to improve customer service

relationship that can lead to increase in sales
What is B2B CRM?

o B2B CRM as a way of

understanding and fulfilling
customers needs at each stage
of the sales cycle.

o B2B CRM software are capable

of collect information from
client’s communication channels
that can be analyze by company
staff.

o Providing insights for both

parties
  Easier contact management

 Better customer experience

Benefits of B2B CRM  Launch of targeted marketing

campaigns

 In-depth analytics and reporting

Example of B2B CRM Best Practices
Unilever
Unilever knows the importance of keeping their clients' data all in
one place. That’s why they use CRM software to collect real-time
customer insights and launch data collection campaigns. To achieve
that, Unilever applied a platform called 'Traction'. The application helps
to start and conduct multichannel campaigns, collect customers’
feedback and analyze it.
For instance, to ask customers to complete an online survey for one
of the brands – Dove – Unilever engaged all possible channels. This
refers to TV, online media, emails, door drops, etc. Result? 128.000
completed surveys – 28,000 more than expected. Using Traction
platform, Unilever managers 44 brands. They constantly improve the
level of customer engagement and enhance the great brand
experience.
British Airways
The level of customer service does matter for a company
that flies more than 45 million people. Besides, when it
comes to stiff competition, top-level service may be a
turning point. That’s why another big and famous UK
company – British Airways – applied CRM software for
automating ongoing campaigns and improving customer
communications. BA decided to use Teradata CRM to figure
out customers' needs and fulfill them.
The system allows managing emails, calls and web
channels, all with a single interface. This is a platform they
need for marketing communications. And with such a
powerful tool, no wonder the number of requests went up
by 150%. What’s more, BA managed to increase the number
of email campaigns which is more cheap and effective – on
the contrary of mail ones.
 Cisco
Among the top three businesses that successfully applied CRM software is
Cisco – a US tech company. They wanted to increase tech specialists
productivity and thought of creating a solution that allows real-time
collaboration and response within the enterprise. Said and done. The WebEx
software turned out to be a top solution. The B2B CRM system helps to solve
complex issues or timely contact the rapid response team.
After applying the WebEx system, the sales department found 20% more
time to work on strategic tasks. The number of external interactions was
increased by 40%, while the average amount of working time – decreased by
10%. What’s more important, their customers were fully satisfied with the level
of service giving Cisco 4.88 on a five-point scale. That’s the result worth
expenses.
Conclusion

Building a loyal client base B2B CRM Software help businesses

know their customers better

CRM as a platform to develop a Marketing campaign no longer

right strategy, generating leads and based on ’best guesses’ but on
improving their services clearly defined stages.