We do not discover anything new if we affirm that the world of marketing has changed a lot since the arrival of the Internet in our lives. This, inevitably, has also influenced the way in which companies relate to their customers, leading to what we currently know as relationship marketing . In this post you will find several examples of relationship marketing for B2C and B2B. This discipline seeks to create lasting and stable relationships with consumers , something easy to say but very difficult to achieve. Therefore, it is important to look at those companies that are doing well and that are creating a before and after in relationship marketing. Many are developing a content or social media strategy .

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4 Examples of Relationship Marketing: for B2C and B2B

1. Relationship Marketing in B2C companies

1.1. Iberia

Back in 2014, Iberia was immersed in a vast process of change that had greatly weakened its image . For this reason, the company opted to completely rethink its communication and marketing strategy and opted to implement new formulas that will bring them closer to their consumers.

One of these focuses was put on social networks. The Spanish company has quickly become one of the benchmarks in the management of customer complaints and claims through digital channels . But, in addition, they have created original communication campaigns aimed at connecting with their customers.

One of the most popular was #tweetIBERIA , a contest in which Internet users were invited to share an emotional message related to the company. Obviously, there was an incentive involved: a free flight to New York for two.

However, the campaign became an excellent showcase of friendship, love and emotions with the company as a background . In short, a pristine bonding strategy between customers and the brand. By the way, the winning tweet was ' The best thing about every trip is to share it with you ' and it was tagged for two months on one of the aircraft in the Iberia fleet.

"The campaign became an excellent showcase of friendship, love and emotions with the company as a background"

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1.2. Converse

Personalization is one of the key pillars in relationship marketing (as in Inbound Marketing ), so the manufacturer of the mythical All Star took this at face value and launched the 'Made by you' campaign .

And what exactly did this strategy consist of? Well, through the iQstom application, users could design and customize their own Converse . In other words, customers were able to have their own personalized footwear.

What did Converse achieve with this action? In addition to putting their clientele in their pockets for the personal and individualized treatment, they managed to get a multitude of users to share the action through social networks . In this way, the 'Made by you' strategy became viral, reaching millions of people through social networks and, thanks to this, Converse managed to attract new customers and retain existing ones much more.

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2. Relationship marketing in B2B companies

2.1. Fermax

Fermax is the multinational specialized in video intercoms and home communications. Their website was designed to reach end consumers, but they had little traffic and conversion from their main customers: installers and distributors.

They decided to create a professional website with a technical blog to share more specialized information about their systems and create a recruitment channel that would allow them to be in direct contact with their buyer personas. With the creation of manuals, user guides and technical ebooks, they managed to attract more than 1,000 contacts per month , a great success for their relationship marketing strategy.

The contacts captured were kept in omnichannel communication through email marketing and social networks with special offers. In addition to your previous initiatives; The Network of Installers, Commercial Network and official distributors, Fermax managed to strengthen its relationships and position itself as a leader in its sector.

In a complex B2B environment where purchasing processes are long, the company was able to satisfy the needs of its buyer personas by maintaining customer service aligned with marketing and sales.

2.2. Blatem

The company dedicated to the sector of professional paints aimed at B2B clients and with a clear commitment to R + D + i needed to achieve greater visibility and contact potential prescribers.

To do this, Blatem proposed an inbound strategy focused on satisfying the information needs and the main doubts of the technical buyer persona .

They did this with the publication of specialized articles, the production of guides and download content and the optimization of their social networks according to the type of audience. For Facebook, the content was focused for the final consumers of the products, Twitter for decorators and LinkedIn for architects. In addition, they used special Newsletters to retain professionals in the sector.

With this strategy, they managed to improve the relationship with their customers and strengthen their digital footprint , achieving an online community with more than 8,000 users among social networks.

As you may have seen, relationship marketing is one of the most effective strategies that a company has when it comes to building customer loyalty . And you, what do you do to retain your customers? Is your current strategy not paying off?

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