Building a B2B Wholesale Marketplace for European Brands

La Sfida

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.

Il Nostro Approccio

Ricerca, Analisi e Fondamenta Strategiche

• 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

Design, Sviluppo e Implementazione

• Ridisegnati i flussi utente chiave sulla base dei risultati della ricerca, eliminando tre passaggi inutili dalla registrazione
• Costruito un framework di test per permettere al team di rilasciare aggiornamenti settimanali invece che mensili
• Aggiunta personalizzazione basata su quello che gli utenti facevano nel prodotto, non solo sui dati demografici
• Create dashboard che davano al management una visione chiara senza bisogno di un analista dati per interpretarle

Lancio, Ottimizzazione e Scalabilità

• Scalate le campagne che funzionavano e chiuse quelle che non funzionavano
• Espansione in due segmenti di mercato adiacenti che i dati iniziali indicavano come promettenti
• Firmati accordi di partnership con tre aziende complementari per raggiungere nuovi pubblici
• Costruiti programmi di retention focalizzati sui primi 90 giorni, dove avveniva la maggior parte del churn

Cosa Abbiamo Imparato

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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