Do you know your B2B from your B2C?
Reaching the right business (B2B) or reaching the right consumer (B2C) requires different strategies and involves many different data issues.
The whole nature of a business contact is very different to that of a consumer contact – most of us are both of these types of contact in different spheres of our lives, so the differences are relatively easy to grasp. What is more difficult is how to be clear on managing the quality of B2B and B2C contact data, as their structure can be very different.
How to comply with opt-in regulations for B2C data is something we will cover in a future blog…
For now though, let’s think about the key differences between B2B and B2C data. This is critical, particularly if your target customers are both businesses and consumers. The structure of your database file just won’t work if you try to fit both types into the same file.
With B2B contacts, everything starts with a contact name (and job title) and a company name. You then need a whole separate set of fields for the company, which of course could apply to multiple contacts within that company: company telephone number(s), website address, turnover, industry classification, business type, number of employees, location, parent company, head office etc. The more of this you build up, the better your targeting will be.
With B2C data, it’s all about the person – title, name, gender, address, date of birth and whatever contact details have been made available such as mobile number and email address.
However, the biggest difference between B2B and B2C data is in fact the amount of classification that is possible in order to focus on your target audience. While there are of course many times more consumers than businesses, we can in fact all be classified fairly precisely in terms of our demographics, location and propensity to do certain things – our income level, housing attributes, age and family situation all paint a picture about our likelihood to be interested in particular products or services. There are also reference files of data such as the Royal Mail PAF file that can be used to verify and cleanse B2C data to a certain level.
These reference files plus geo-demographic and propensity data offer much more complex information than B2B as an individual can easily be profiled for likes and dislikes.
As our company name suggests, Business Data Prospects, our track record of quality data has been built up around B2B data. However, over the last year or two, we have been offering more and more consumer data to our clients, to great success in terms of results.
In future blogs we’ll talk further about the rich tapestry of B2C data and how to interpret it.
In the meantime, if you require B2B OR B2C data, then call Business Data Prospects on 0333 200 1860.