Paved with challenges, the path to full business maturity requires that passers-by be able to adapt to the winding curves along the way. This evolution, which describes the trajectory of a company from its inception to maturity, can be represented – and facilitated – by a new strategic concept called Spiral Acceleration.
This philosophy suggests that the longer a growing company’s business cycle becomes, the more complex its operations become – which means new pains and challenges arise that accompany each stage of operational growth.
Divided into four stages – initial stage, first steps, growing pains and full maturity – the concept is based on obtaining and reading reliable data, capable of guiding decision-making and, above all, offering an identity overview of the customer segments that make up a company's portfolio. “We have reached a point where it is no longer possible to nigeria whatsapp data characterize customers solely by their size in the B2B market. To carry out assertive communications, it is necessary to understand what stage each customer is in and what level of maturity they have reached”, points out Raquel Oka, Marketing Manager at Neoway, in a chat with Clube Mundo do Marketing.
The perception of the concept
Based on conversations and research conducted with the help of customers, Neoway realized that the traditional Marketing funnel no longer met the company's needs in terms of customer segmentation strategies. “The company used a segmentation system that focused on small, medium and large customers. Over time, we began to realize that these classifications were empty, as it was very difficult to clearly identify who the large customers were, for example, and to create specific campaigns for them,” explains the Manager.
Given the limitations caused by the old model, the company decided it needed to understand its customers more deeply and obtain information capable of overcoming the barriers imposed by segmentation based on size. “We needed to understand what stage and level of maturity our customers are at, regardless of size. Furthermore, it is common to find areas with different levels of maturity, whether in a large company or a small company. So, understanding the customer’s moment was the turning point for us to be able to create a funnel that made more sense for our market,” he continues.
Having experienced first-hand the pain common to its own customers, the company acquired the empathetic expertise needed to develop On Target, an Artificial Intelligence tool dedicated to in-depth analysis of customer portfolios. “Based on this AI and its analysis of the portfolio, we can make recommendations based on specific profiles. For example, it is possible to identify which customers have a greater propensity to consume and then forward this insight so that the sales team can open the doors to a relationship,” concludes Raquel.
The importance of data
For a company whose main purpose is to deliver data capable of assisting decision-making, the analysis of indicators, both about companies and consumers, is essential for an operation from the initial stage of development. “Companies in the initial stage are those that are still in the early stages of their conception, and decisions are usually made by the partner himself. These companies usually look for lists to prospect and need basic data to open the doors to sales”, points out Raquel.
Following the ascension described by the Spiral Acceleration model, the use of data becomes more relevant at each stage of evolution reached. “In the initial steps, data is used in a much more strategic way, from the moment in which areas are brought together to make joint decisions. Later, the data acquires differential/competitive relevance, and this difference, or the specification of that data, will make an operation go further than the competitor”, he states.
By bringing solutions to the B2B market, Neoway has the opportunity to transform the concept into practice and closely observe its results. “One of our clients was going through a difficult time regarding portfolio segmentation, as the loyalty program was not bringing the return he wanted. So, we divided consumers into three specific categories based on the information we collected about them, and in this way, the company was able to develop and execute actions with specific approaches for each type”, concludes the Marketing Manager.