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- El mercado B2B está cambiando: las estrategias de embudo, basadas en la confección de productos que luego son empujados hacia los clientes, ya no sirven, puesto que los clientes empresariales están adoptando una morfología propia de los consumidores de a pie.
- El nuevo y prometedor escenario que se abre ante los ojos de las empresas B2B obliga a éstas a autotransformarse: los datos son ahora fundamentales, y sin reasignación de recursos y reformulación organizativa es imposible estar a la altura.
- Saber lo que realmente quieren los clientes puede ser la solución al lento crecimiento que muchos proveedores han venido experimentando durante estos años de tibia recuperación económica.
El CEO de un importante proveedor de telecomunicaciones estaba frustrado. Una iniciativa para aumentar los volúmenes de ventas estaba fallando, y no por falta de esfuerzos. Con el apoyo de una campaña de marketing que enfatizaba una serie de características del producto, el volumen de llamadas de consumidores interesados en adquirir el producto comenzó a aumentar. Sin embargo, los consumidores no estaban comprando. Esto se debía a los múltiples impedimentos: largos cuestionarios, preguntas inútiles, etc. Esto sucedió en el ámbito de las ventas B2B (Business-to-business), es decir, entre proveedores y empresas de distribución. Lo que parecía quedar claro es que sin un profundo conocimiento del mercado y de los consumidores la asignación de recursos de ventas y marketing es ineficiente. La experiencia demuestra que las empresas que replantearon estas áreas observaron un crecimiento del 10% en el volumen de clientes, y una aceleración de hasta el 20%.
La consumerización
Los consumidores, después de todo, se preocupan por las marcas y son fácilmente influenciados con la publicidad, los mensajes de los medios de comunicación, las ofertas especiales y los cupones. Además, a menudo acuden a amigos y familiares para que les aconsejen sobre sus compras, y pueden cambiar de una marca a otra con relativa facilidad. Los compradores comerciales, en cambio, realizan grandes trabajos de investigación, miran cuidadosamente las especificaciones, siguen un proceso predeterminado de compra, y se preocupan más por la funcionalidad.
Asimismo, la explosión de nuevos canales de comunicación e interacción ha incrementado las expectativas de los compradores comerciales. Ahora hay muchos más actores influyentes involucrados en el proceso de compra, y los compradores comerciales han aprendido de su experiencia. Como resultado, su comportamiento se ha vuelto más parecido al de los consumidores. Ya no basta con una simple llamada, ahora los clientes esperan un representante de ventas para estar bien informados sobre su negocio, y las empresas incluso estudian el perfil de los clientes, sobre todo si es un milennial acostumbrado a compartir su vida online. De este modo, el proceso de compra es cada vez más fluido:
- Más social. Los clientes empresariales están expuestos a las mismas dinámicas que los consumidores en las redes P2P, es decir, a las redes de opinión e influencia. El equivalente del botón “Me gusta” de Facebook también se aplica a las ventas B2B. Por ejemplo, un blogger experto con un amplio seguimiento entre, por ejemplo, los ingenieros informáticos, puede cambiar la percepción sobre qué proveedor tiene el mejor equipo de redes.
- Más en tiempo real. Casi el 50% de las compras B2B se harán a través de plataformas digitales a finales de 2015, y los gastos de publicidad enfocada a las compras B2B en medios digitales se duplicarán hasta 2012. Los consumidores exigen cada vez más interacciones digitales en tiempo real con el apoyo de herramientas como calculadoras de precios. De hecho, los estudios indican que un cliente B2B usa regularmente seis canales de interacción distintos a lo largo del proceso de decisión.
Más allá del embudo
Tradicionalmente los productos eran “empujados” a los clientes a través de un embudo, pero el problema es que los clientes de hoy en día ya no compran de esta manera. La proliferación de redes de influencia, junto con la creciente cantidad de datos sobre los consumidores, invierte la lógica del embudo. Ahora es posible seguir el comportamiento de los clientes y diseñar productos a su medida, en lugar de crear productos y llevarlos hasta los clientes. Además, en este nuevo escenario multicanal surgen oportunidades adicionales para influir en las compras, pues los análisis de Big Data permitirán formar productos y métodos de venta mucho más específicos y personalizados.
Tres prioridades para remodelar la organización de ventas
Todas las empresas B2B están transformando sus estrategias de ventas. En este sentido, son decisivas tres acciones:
- Segmentar correctamente a los clientes y profundizar en sus expectativas y necesidades específicas.
- Reasignar los recursos de ventas y marketing a las actividades más susceptibles de influir en las decisiones.
- Cambiar la estructura organizativa para lograr una mejor colaboración etre marketing y ventas.
Estos cambios tendrán que llegar a toda la empresa y fomentar el enfoque basado en el cliente. A continuación se desglosarán de forma más amplia estos tres puntos fundamentales:
- Segmentación de clientes. Trazar un correcto plan de segmentación de clientes requiere solicitar la opinión de múltiples fuentes y comprender correctamente el contexto de la industria. En este sentido juega un papel fundamental el Big Data, pues a través del análisis se hallarán relaciones entre variables como el precio, los plazos de entrega, las características del producto y su influencia en las decisiones de compra. Puede ser útil aquí explicar la experiencia de un fabricante de equipos tecnológicos. Al darse cuenta de que estaba perdiendo cuota de mercado en un escenario altamente competitivo, empezó a analizar qué sucedía en los diferentes segmentos de clientes. Una vez comprendida la situación, revisó su página web y creó una calculadora de precios para ayudar a los ejecutivos de finanzas a justificar sus compras. Además, invitó a propietarios de negocios a eventos para probar sus productos y escuchar conferencias sobre el destino de la tecnología y el I+D.
- Reasignar recursos de ventas y marketing. Después de analizar los cinco segmentos de clientes, una empresa OEM industrial halló que cerca del 70% de su dinero invertido en marketing y ventas no se dirigía a lo que más valoraban los clientes. Por ejemplo, la empresa había gastado mucho dinero en desplegar demos de sus equipos de última generación, pero tan solo los clientes más entusiastas de ese tipo de productos se preocupaban por usarlos. Por otra parte, el mayor obstáculo para muchas empresas B2B no es identificar las oportunidades y planear la reasignación de presupuestos, sino aplicar las decisiones. Los ejecutivos tienen dificultades para aceptar la realidad, que ya no es la misma que existía cuando ellos empezaron su carrera. Es crucial crear una voluntad colectiva, una cultura, que acepte el riesgo para encontrar nuevas formas más eficaces de servir a los clientes.
- Mejorar la coordinación entre marketing y ventas. Acabar con el sistema del embudo requiere tener mucha más empatía con los consumidores, pensar como ellos. Para eso es muy necesaria la compenetración entre las áreas de marketing y ventas, de hecho, en las empresas más importantes ambos departamentos toman parte de las decisiones relativas a las líneas de comercialización. Una mejor colaboración puede proporcionar grandes ventajas como: tener las prioridades más claras, lograr triunfos más rápidos, y reducir los tiempos de respuesta.
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