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PERMISSION MANAGEMENT B2B
Nadine Schwaiger23.07.2015
Vorneweg
Fast alle gezeigten
Modelle sind rechtlich
nicht 100% korrekt!
Aber in der Praxis weit verbreitet…
B2B Permission Management - Besonderheiten
 Übergabe Visitenkarte = Einverständnis?
– offiziell nein
– in der Praxis wird...
Zusammenspiel Vertrieb - Marketing
 Sperren durch den Vertrieb
– Der Vertrieb braucht eine Möglichkeit, neu angelegte Kon...
B2B Permission Management – Best Practices
Modelle in der Praxis
 Thema ignorieren
 Keine Zustimmung, nur Abmeldung
 Au...
B2B Permission Management – Best Practices
Thema ignorieren
Maßnahmen
 Kein Opt-in
 Kein Opt-out
Wer
 Unternehmen mit e...
B2B Permission Management – Best Practices
Keine Zustimmung, nur Abmeldung
Maßnahmen
 Kein Opt-in
 Dokumentation Opt-out...
B2B Permission Management – Best Practices
Aufbau Permission Management
Ziel: wachsende Menge an Zustimmungen, sodass auf ...
B2B Permission Management – Best Practices
Aufbau Permission Management
Vorgehensweise
 Kontakte pflegen ohne Opt-in (Sta...
B2B Permission Management – Best Practices
Abgeschwächtes Permission Management
Maßnahmen
 Aktionen nur mit Opt-in
 Doku...
B2B Permission Management – Best Practices
Volles Permission Management
Maßnahmen
 Aktionen nur mit Opt-in
 Dokumentatio...
B2B Permission Management – Best Practices
„Wir wollen Permission Management aufbauen.“
 Entscheidung: Double Opt-in oder...
Kontakt
Nadine Schwaiger
Feld C GmbH
Gustav-Schwab-Str. 14g
78467 Konstanz
+49 (0)175 4351889
Nadine.Schwaiger@feld-c.de
w...
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Permission management b2b

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Permission management b2b

  1. 1. | PERMISSION MANAGEMENT B2B Nadine Schwaiger23.07.2015
  2. 2. Vorneweg Fast alle gezeigten Modelle sind rechtlich nicht 100% korrekt! Aber in der Praxis weit verbreitet…
  3. 3. B2B Permission Management - Besonderheiten  Übergabe Visitenkarte = Einverständnis? – offiziell nein – in der Praxis wird es manchmal sogar erwartet (Messe!)  Bestandskunden vs. pot. Neukunden – Bei Bestandskunden sind viele Aktionen auch ohne Zustimmung möglich und Werbung wird weitgehend toleriert. – Bei pot. Neukunden sollte man vorsichtiger sein, aber „Cold Calls“ sind zur Neukundengewinnung weit verbreitet. – Vorsicht bei E-Mails an Personen, zu denen nur flüchtiger Kontakt bestand oder die lange nicht mehr kontaktiert wurden: Diese Personen reagieren am ehesten empfindlich!  Weltweite Kontakte – Bei internationalen Geschäftsmodellen müssen unterschiedliche Regelungen beachtet werden  Abstimmung mit lokalen Marketingabteilungen
  4. 4. Zusammenspiel Vertrieb - Marketing  Sperren durch den Vertrieb – Der Vertrieb braucht eine Möglichkeit, neu angelegte Kontakte zu sperren! – Unautorisierte Newsletter an der falschen Stelle sind sehr unangenehm und führen dazu, dass keine Kontaktdaten erfasst werden.  Saubere Klassifizierung von „Accounts“ – Unterscheidung nach Wettbewerbern, „Neutralen“ (z.B. Studenten), Beratern (Multiplikatoren), Partnern (Händler, Vertriebspartner) – Gezielte Aktionen für Partner – Keine Werbung an Wettbewerber  je nach Bedeutung, individuelle Prüfung bei Newsletter- Abonnenten  Zentrale Ablage aller Adressen & Segmentierung – nicht: „Schickt mir mal alle Adressen, die wir zur Messe einladen sollen!“ – Keine Konsolidierung von Excel-Dateien – Segmentierung im CRM, nicht im Newsletter-Tool  Schulung Anwender – Permission Management ist kein reines Marketing-Thema! – Der Vertrieb muss Permission-Konzept kennen und mitarbeiten
  5. 5. B2B Permission Management – Best Practices Modelle in der Praxis  Thema ignorieren  Keine Zustimmung, nur Abmeldung  Aufbau Permission Management  Abgeschwächtes Permission Management  Volles Permission Management AnzahlKontakte Umfang Kampagnen
  6. 6. B2B Permission Management – Best Practices Thema ignorieren Maßnahmen  Kein Opt-in  Kein Opt-out Wer  Unternehmen mit einem begrenzten Kundenstamm  Unternehmen ohne aktives Marketing (keine zentralen Mailings, kein Outbound-Telefonverkauf) Vorgehensweise  Kontakte pflegen
  7. 7. B2B Permission Management – Best Practices Keine Zustimmung, nur Abmeldung Maßnahmen  Kein Opt-in  Dokumentation Opt-out Wer  Unternehmen mit einem begrenzten Kundenstamm  Unternehmen mit begrenzten Kampagnen – Einladungen zu Messen/Veranstaltungen – Kein oder seltener Newsletter – Vertriebsaktionen über betreuenden Außendienst Vorgehensweise  Kontakte pflegen (Status „Nicht gesperrt“)  Bei kritischen Fällen: proaktive Sperre, i.d.R. durch den Vertrieb (Status „Gesperrt“)  Möglichkeit zur Abmeldung (Status „Abgemeldet“)
  8. 8. B2B Permission Management – Best Practices Aufbau Permission Management Ziel: wachsende Menge an Zustimmungen, sodass auf Dauer auf „unklare“ Adressen verzichtet werden kann Maßnahmen  Aufbau Opt-in  Dokumentation Opt-out  Double Opt-in oder Confirmed Opt-in Wer  Unternehmen, die Permission Management aufbauen wollen – Einladungen zu Messen/Veranstaltungen – (Aufbau) Newsletter – Vertriebsaktionen über betreuenden Außendienst – (Aufbau) Vertrieb über Call Center
  9. 9. B2B Permission Management – Best Practices Aufbau Permission Management Vorgehensweise  Kontakte pflegen ohne Opt-in (Status „Unklar“)  Bei kritischen Fällen: proaktive Sperre, i.d.R. durch den Vertrieb (Status „Gesperrt“)  Möglichkeit zur Abmeldung (Status „Abgemeldet“)  Aktives Einholen einer Zustimmung bei jeder sich bietenden Gelegenheit (Status „Zugestimmt“) bzw. Durchführung von Aktionen  Unterschiedliche Nutzung der Adressen – Newsletter nur bei Opt-in – Einladung zu Veranstaltungen auch bei „Unklar“ – Anrufe Call Center nur bei Opt-in – Anrufe durch betreuenden Vertrieb auch bei „Unklar“
  10. 10. B2B Permission Management – Best Practices Abgeschwächtes Permission Management Maßnahmen  Aktionen nur mit Opt-in  Dokumentation Opt-out  Kein Double-Opt-in, sondern nur Confirmed Opt-in Wer  Unternehmen, die Permission Management betreiben wollen, denen aber die Verluste durch Double Opt-in zu hoch sind Vorgehensweise  Analog zum Aufbau eines Permission Management, allerdings werden unklare Kontakte nicht kontaktiert  Zustimmung nur per Confirmed Opt-in (z.B. mit Anmeldung zu einer Veranstaltung)
  11. 11. B2B Permission Management – Best Practices Volles Permission Management Maßnahmen  Aktionen nur mit Opt-in  Dokumentation Opt-out  Double Opt-in Wer  Unternehmen, die alles 100%ig machen Vorgehensweise  Analog zum Aufbau eines Permission Management, allerdings werden unklare Kontakte nicht kontaktiert  Zustimmung nur per Double Opt-in
  12. 12. B2B Permission Management – Best Practices „Wir wollen Permission Management aufbauen.“  Entscheidung: Double Opt-in oder Confirmed Opt-in?  Definition Prozesse: Wo und wie wird Zustimmung eingeholt?  Bereitstellung IT-Tools – Felder für Dokumentation – Funktionen zum Einholen der Zustimmung (E-Mail/Web)  Entscheidung: kontinuierlicher Aufbau oder einmalige Aktion? – Beispiel einmalige Aktion: z.B. Mailing mit Bitte um Zustimmung  Dokumentation der Prozesse  Schulung der Anwender  Kontinuierliches Monitoring
  13. 13. Kontakt Nadine Schwaiger Feld C GmbH Gustav-Schwab-Str. 14g 78467 Konstanz +49 (0)175 4351889 Nadine.Schwaiger@feld-c.de www.feld-c.de

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