Developing a precision strategy model for Marktplaats.nl’s B2B operation
Marktplaats.nl, the largest classified advertising website in the Netherlands, were looking to develop a Precision Strategy model for their B2B business that gives a unified customer definition, with actional objectives per segment based on their needs, drivers of transition and potential commercial return.
With the Precision Strategy, Marktplaats is aiming to develop a better, more precise small and medium business (SMB) experience that drives value to the SMB and Marktplaats.
To deliver against Marktplaats’s challenge, we worked through three clear phases. We started with a discover phase, to understand what strategy was currently in place and to choose the right approach to build the Customer Strategy Model. In the second phase (create) we developed the model by analysing customer data, resulting in three defined customer states, accompanied by a profiler tool that identifies the drivers to move SMBs in different segments towards higher value and seller appeal bands. In the embed phase we used the insights and drivers to state movement to create a Contact Strategy approach that provided an actionable micro view.
To bring the strategy to life within the business we developed several journeys including briefings, objectives and KPIs to give immediate proof points. To ensure continuous success we developed a test and learn framework including hypotheses and testing planning.