From a list of companies to a conversion opportunity
A Belgian fashion retailer had been recruiting companies for its B2B discount program for years. The list was outdated, and the focus had shifted to new regions. When we based our prospecting on data rather than geography, not only did the volume increase, but—more importantly—the quality of the leads improved.
Objective
The retailer wanted to grow its B2B discount program on two fronts simultaneously: attracting more new companies and getting those new companies to start using the program effectively more quickly. Volume alone wasn’t enough. A sign-up that never becomes an active customer costs prospecting budget without yielding any results.
Challenge
The program had been in place for years, but it was running on the wrong fuel. The prospecting was based on an outdated list of companies, which meant that the call center and marketing campaigns were wasting time on leads that yielded little return.
On top of that, the focus was on new regions—areas with no track record and no evidence that customers could be acquired there. The result was predictable: low customer acquisition and an activation rate that stalled. Everyone worked hard, but their efforts were misdirected.
The Stratics Approach
We replaced the outdated list with a new, data-driven prospect list containing relevant and up-to-date contact information. Instead of targeting unfamiliar new regions, we focused on the existing region that historically had the highest conversion rate.
With this more refined list, both the call center and the online campaigns were able to prospect in a more targeted and efficient manner. Every outbound call and every euro of the advertising budget went to companies that, based on data, most closely resembled existing, successful customers.
Result
The targeted approach improved every step of the funnel at the same time. Not only did more companies sign up, but they also became active more often and more quickly, resulting in a significantly higher value per prospect.
Key Insight
Those who target prospects based on historical conversion data rather than geography alone gain not only volume but, above all, quality in their new B2B relationships.
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