Business to Business

The UK business sector is an extraordinarily diverse and complex marketplace. One of the biggest challenges facing B2B marketers lies in developing good understanding of their potential target audiences – not only is the market more complex than B2C, but information is less readily available.

Each sector has unique characteristics. Large companies behave very differently from small business in the same sector. Job titles often bear little relationship to responsibilities. Red C will help you make sense of your marketplace, having done just that for many of the UK’s biggest B2B marketers. So if your current marketing activity isn’t getting the impact and results you need you should be talking to us.

Under the skin

Sometimes focus groups and traditional research methods are not enough to unravel and understand the complex relationships and customer behaviours in B2B markets. For healthcare market leader BUPA, Red C pioneered a new research panel technique, enrolling a representative group of SME customers and non-customers to attend a regular quarterly forum. The long-term relationships built up within the SME panel have helped BUPA to develop a unique depth of insight on the role of private medical insurance in the SME sector and directly resulted in a number of successful new marketing initiatives. Encouraged by the success of the SME panel over 18 months, Red C has now established a second panel for BUPA’s broker target audience.

Find out more about our expertise by downloading the pdfs of our case studies below:

Affirmative Finance
> Launching a new brand identity

BUPA
> Promoting health insurance to the self-employed
> Developing an integrated products and services brochure
> Adapting consumer communications to the business to business market

Safeguard
> Dealer campaign

Swinton Business
> Using low cost personalisation to increase response

Wolseley
> Launch of a new customer magazine

Simon Jersey
> Segmenting the database for greater ROI