Service Design in BtoB Marketing Policy Design

Abstract

In recent years, the importance of non-contact communication has increased in BtoB businesses, and efforts to increase sales efficiency have flourished. However, the increase in the number of departments involved in the purchasing process has created challenges in terms of inter-departmental collaboration and agreement on KPIs. This study proposes that visualization measures for customers together with a purchasing funnel that uses the service design method are useful in building consensus among departments and designing marketing measures for BtoB companies. This proposal was applied to several BtoB companies and its qualitative effects on marketing policy design and interdepartmental consensus-building was verified. The results show that reflecting recommendations that have been received when designing a website renewal had quantitative effects, such as an increase in access to target pages after renewal.