B2B Customer Acquisition Strategy
Description
Context
Compost-It is a West Yorkshire-based food-waste recycling service that helps businesses comply with new recycling laws that obligate them to recycle their food-waste.
Our USP is centered around the quality of our service, overcoming the main industry weakness of reliability, sustainability, and transparency.
Core Question
While Compost-It provides a significantly better service than the intra-industry competition, we have found it difficult to actually get ourselves in front of the right decision makers within businesses, to discuss these advantages.
How can Compost-It efficiently acquire customers across the commercial sectors that will be affected by this new legislation, and which channels and strategies are most likely to generate consistent demand?
The challenge is to develop an effective and scalable approach to B2B sales, making the
best use of the company's limited resources.
Objectives (3-Week Scope)
Customer Acquisition Channel Assessment
- Identify how potential customers discover and select food-waste collection providers
- Investigate the suitability of different acquisition channels
- Benchmark relevant competitor's approaches where possible
Customer Acquisition Strategy
- Develop practical recommendations for prioritising customer acquisition channels
Expected Deliverables
- Written report with findings and recommendations
- Competitor analysis
- Channel and strategy recommendation
Guidance for Students Taking On This Project
If you’re planning to submit a proposal for this project, here are some pointers to help you secure this project and deliver well.
1. Familiarise Yourself With The Industry Landscape
Review the company's website to understand its offerings, identity, and current digital marketing efforts. Also, review a few of their competitors to understand the market landscape.
2. Useful Academic Frameworks
You may use established marketing frameworks to structure your approach. The STP model (Segmentation, Targeting, Positioning) helps identify and prioritise customer groups, while the Account-Based Marketing or Decision-makeing Unit literature may provide some insights and structure to the approach. Competitor analysis is essential to understand how Compost-It can consolidate its acquisition strategy.
3. Useful Data Sources
Depending on your university’s access, these databases are useful.
- Statista (For data and reports on the food industry, hospitality sector, and relevant market trends)
- IBIS World (Industry reports on the UK's hospitality sector)
- Eurostat
- Passport
- Local Hospitality Sector
4. Useful Digital Marketing Tools
SEMrush, SimilarWeb, Buzzsumo, and Moz.
5. Next Step
Prepare a short proposal (Project Proposal Guide) outlining your strategy to tackle this project. Your proposal helps you secure a place and a scholarship.
Interested in this project?
40 days left to apply
