Weber
ADD BTOB
TO YOUR SALES STRATEGY
A 3-IN-1 B2B MARKETING STRATEGY
Weber is an American brand famous for its high-quality barbecues, appreciated by barbecue enthusiasts the world over.
Building on its success in BtoC, the brand wants to develop new sales channels in BtoB.
The challenge is twofold: to build the value proposition for each BtoB target while preserving the Weber brand DNA.
BUILDING A SPECIFIC BTOB VALUE PROPOSITION
By combining information gathered through focus groups, French market data, feedback from the US… insights were identified for each target. As a result, the BtoB approach is segmented around 3 targets:
CSE offer for works council representatives
Competition offer for Trade Marketing/Retail Departments
Incentive & events offer for Sales, Channel Marketing and Events Departments
The entire process of designing offers for these three target groups must take into account the constraints of delivering a barbecue, which is a heavy and cumbersome object. The use of the e-commerce channel and its existing logistics workflow is therefore preferred.
Designing BtoB-specific content aligned with the brand’s values of sharing and conviviality
By respecting the fundamentals of the Weber brand, notably its graphic charter and its “tone of voice”, the emotional story and rational arguments are written, and translated into landing pages, brochures, blog articles, videos, and business cases…
Approach each target with specific tactics
Each target has its own specific approach, but all respect the same logic of our 3C method (Consideration, Conviction and Conversion).
CSE
Use e-commerce vouchers to quickly trigger sales
Identified as a mature target, the approach to CSE elected representatives combines consideration, conviction and conversion in an integrated campaign: educational blog articles, emailings with offers, dedicated press ads, etc… From the very first messages, the communication integrates a “voucher” offer enabling customers to order their barbecue online.
Trade Marketing / Retail
Use success stories to demonstrate the value of co-branding
To appeal to Trade and Channel Marketing targets, the communication is based on the success of operations already carried out by Weber in France and abroad: high-impact activations, competitions, emailings, etc. The approach also aims to promote the manager by highlighting the “Cas d’Or” Trophy already won in a similar campaign.
Sales, Channel Marketing and Event
Bringing the Weber experience to life
Set up events to demonstrate that the barbecue is a high-value gift. To be included in the rules of challenges and competitions, and to be won. The Grill Academy concept, which organizes barbecue-based team-building events all over France, is also promoted.
ABM – Account-Based Marketing – deploying on the accounts that count
Identify priority accounts and contacts: account mapping
Personalize your approach with specific pitches
Coach sales team to ensure a relevant approach to these key accounts
Monitor progress in achieving business objectives for these ABM accounts
Boosting BtoB development in Europe following a successful plan in France
Two years after initiating the BtoB development strategy, based on French REX, Weber is stepping up the pace and developing these dedicated BtoB offers in the UK, Netherlands and Belgium.
Project management for better sales-marketing alignment
We work closely with Weber’s sales and marketing teams, regularly monitoring the progress of leads generated by our different channels. Satisfactory sales-marketing alignment is the key to success for any campaign!
Awards
Thanks to the “Bring your Buds” trade marketing operation, Weber and Bud won two prizes in the “Retail media” category:
“Trade marketing” Prize
“Spécial du jury” Prize
AND THE NUMBERS ?
5
committed countries
3rd
SEO ranking
10,4%
BtoB landing page transformation
A word from our client
“With Aressy by Epoka we’re accelerating on BtoB markets to make Weber barbecue a must-have in trade marketing & incentive/challenge activation strategies, event offerings (team-building & catering) and special CSE discounts.”
Pierre-Yves GIBUT,
Sales Manager B2B
Western Europe
