Building a B2B Wholesale Marketplace for European Brands

El Desafío

The organization ran on systems built a decade ago. Staff spent hours on manual data entry that should have taken minutes. Customer information lived in separate spreadsheets across three departments, and response times to client requests were getting worse, not better.

Nuestro Enfoque

Investigación, Análisis y Fundamentos Estratégicos

• Pulled user behavior data from every touchpoint and found where people were leaving and why
• Benchmarked against five competitors to see what was working in the market and what was not
• Set up a measurement framework tied to actual business outcomes, not vanity metrics

Diseño, Desarrollo e Implementación

• Rediseñados los flujos de usuario clave según los hallazgos de la investigación, eliminando tres pasos innecesarios del registro
• Construido un framework de pruebas para que el equipo pudiera lanzar cambios semanalmente en vez de mensualmente
• Añadida personalización basada en lo que los usuarios hacían en el producto, no solo en datos demográficos
• Creados dashboards que daban al equipo directivo una visión clara sin necesitar un analista de datos para interpretarlos

Lanzamiento, Optimización y Escalabilidad

• Escaladas las campañas que funcionaban y cerradas las que no
• Expansión a dos segmentos de mercado adyacentes que los datos iniciales sugerían que convertirían bien
• Firmados acuerdos de partnership con tres empresas complementarias para llegar a nuevas audiencias
• Construidos programas de retención enfocados en los primeros 90 días, donde ocurría la mayor parte del churn

Lo Que Aprendimos

1. Growth worked best when marketing and product shared the same goals. Treating acquisition and retention as separate problems led to conflicting priorities.
2. Starting in one market segment instead of three kept the budget focused and gave us real data to work with before expanding. The temptation to go broad early is strong, but the results argue against it.
3. When marketing, sales, and product all tracked different numbers, every meeting turned into a debate about whose data was right. Agreeing on metrics first eliminated that.
4. The organic content we published in month two was still generating leads eight months later. Paid campaigns stopped the moment we stopped paying for them.
5. Translating the website was not enough. Each market needed different pricing anchors, different trust signals, and sometimes a completely different value proposition.

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