BtoB events – Conferences, TeamBuilding, training and workshops – Business Case: 6 to 15 new positive contacts and 1 to 3 new business each month.

Customer context: The client company is a btob event company whose purpose is to organize BtoB events within companies: conferences, team seminars, team building, afterwork, kick-off, training & workshops?

The company had benefited from our marketing expertise and positioning of brand image and offerings. She would now like to take advantage of our commercial and digital marketing expertise in order to develop her sales throughout the French BtoB market.

The client therefore already has a well-positioned commercial activity, solid from a marketing point of view and an existing client portfolio.

The client also defined a period of 6 months for us in order to make the entire operation profitable, to then take advantage of the learning collected in order to perpetuate the acquisition of its clients following this period.

On your marks, get set, prospect!

OBJECTIVES of the support

• Acquisition of new customers very quickly
• Implementation of a BtoB acquisition strategy that brings in between 6 and 15 qualified prospects each month
• Control of the target market and sustainability of the acquisition strategy
  

BtoB Event STRATEGY - First support approach vis-à-vis the customer context:

In October 2021, just after the pivot and the launch of the new AKIDEL offers, our client contacted us so that we could support him in the development of its BtoB events activity.

1-Objectives

Initially, our common objective was to show the profitability of the operation and the effectiveness of the AKIDEL method in generating new BtoB customers from scratch.

The second objective was to consolidate and sustain the generation of new business over time.

In order to achieve the objectives transmitted by the client (specialized in BtoB events), we defined three main scopes of action from the start of our support, while correlating this with a LEAN approach and iterations with detailed debriefing each week, month and quarter:

-Initiate new business very quickly in order to make the customer?s investment profitable 

         ? Replicate customer successes on a larger scale

-Understand who our key targets were, in terms of company and interlocutor within the company

        ? Definition of a large corporate target using general selection criteria, without going into too much detail: number of employees, geolocation, annual turnover

       ? Exclusion of sectors of activity and legal status of irrelevant targets: associations, EHPAD, wholesale trade, ?

      ? Definition of 4 different interlocutors to be tested over time in order to classify them in order of receptivity to the message of our prospect (e.g. general manager, marketing manager, sales manager, HRD)

-Understand what are our best arguments and our copywriting strategy in the medium and long term 

         ? We have listed the potential interesting arguments for each target in order to test them and succeed in identifying the overall marketing angle through which all prospecting and follow-up contacts should be made.

         ? We also tested many approaches on the call to action part and creating the exchange between our client and his prospect until we managed to have an interesting return rate for our client. (ex. use of the automatic agenda, use of the webinar, use of the live exchange during the week without any friction?)

From the moment we have defined and validated all the above elements with the client, we have set in motion their roadmap.

2-From the first month, we generated a number of business allowing our client to realize the return on investment of our service ?

The other 5 months were used both to consolidate the performance achieved in the first month, but also to understand our client's market and organize his prospecting according to (e.g.: vagaries of holidays, specific interlocutors or niche prospects, deliverability alerts, etc.)

At the end of the first 6-month contract period, our client signs a new 6-month support period to market two new products, still in B2B and with the same AKIDEL method.

Following this, our client was able to recruit a salesperson to whom he delegated all aspects of follow-up and prospect activation.

The objective today with this client – since we are continuing to support it – is to enable it to duplicate the performance achieved on the French market on other similar markets, in addition to ?processing? its prospect acquisition and loyalty component to the maximum in order to save time and energy and thus open up new opportunities.

3-We have now moved to annual support with a profitable niche strategy that can be duplicated in other geolocations.

For the future, our challenge with our client will focus on: 

*Trigger the follow-up and nurturing component on the medium and long term of unsigned prospects

*Sustain the performance of the acquisition strategy in France by controlling all the hazards of deliverability, generation of prospect files and the limit with the activation phase

*Duplicate the performance achieved on the French market in other French-speaking markets: Belgium, Switzerland, Canada, North Africa 

* Process all commercial and marketing actions in order to make the collaboration as efficient as possible between all the actors in question

*Opening a new geographic market or launching a new product/service

Conclusion ?

It took us a total of 18 months before reaching this level of marketing and commercial maturity allowing this client to secure its activity in BtoB events and to sustain it in the medium term.

But it is possible, with work, the honest and pragmatic sharing of information as well as a team spirit and winning shared between all the actors in question.

PERFORMANCE & Results

• +6 to 15 new prospects each month
• +3 new major customer accounts each month
• +Recruitment, diversification and sustainability of the activity

Final customer testimonial

Founder, CEO

?A very professional service, I recommend for SMEs or start-ups wishing to develop.

I recommend Akidel for their involvement in the projects, their seriousness and their flexibility. Knowing how to adapt according to the situations and the customer's request is their watchword.

Each exchange with the team is positive, objective and enriching, which allows us to always move forward quickly and calmly.?

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AKIDEL | Digital agency btob Lille – France

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