Knowing your B2B from your B2C
Reaching the right business (B2B) or reaching the right customer requires different strategies and involves many different data issues.
The whole nature of a business contact is very different to that of a non-business contact – most of us are both 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 customer contact data, as their structure can be very different.
How to comply with opt-in regulations for non-business data is something we will cover in a future blog…
For now, though, let’s think about the key differences between B2B and non-business data. This is critical, particularly if your target customers are both businesses and non-businesses. The structure of your database file just won’t work if you try to fit both types into the same file as the details will not be the same.
With B2B data contacts, everything starts with a contact name (and their 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.
However, with non-business data, it is all about the person – title, name, gender, address, date of birth and whatever contact details have been made available such as a mobile number and email address.
However, the biggest difference between B2B and non-business data is in fact the amount of classification that is possible to focus on your target audience. While there are of course many times more customers than businesses, we can all be classified precisely in terms of our demographics, location and our propensity to do certain things – our income level, housing attributes, age and family situation all paint a picture about our likelihood to be interested 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 non-business 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.
If you have any questions or want to make an enquiry, please contact us by calling 0333 200 1860 or fill out our contact form to request a call back.