RPI Versus RFM: Real-Time Business-to-Business

Posted on by Karl Wirth

RPIIn recent Chief Marketer articles, we’ve examined the idea of looking at RPI (recency, persona and intent)—instead of RFM (recency, frequency and monetary value)—to drive real-time marketing. In the first article, we looked at how retailers could profit from RPI using the case history of Bob making holiday purchases. In the second article, we looked at Bob’s experiences traveling for business and pleasure. Now, let’s explore how RPI helps Bob’s business partners.

Bob is an executive at a software firm and is responsible for website development. A large part of Bob’s job is researching new technology that can bolster his firm’s development capabilities and help them provide a better site experience for their Fortune 500 clients. Your company just happens to offer products that fit the needs of Bob’s clients, and so he visits your site pursuing his research efforts.

Once Bob visits your site, you begin to understand his business interests based on RPI:

Relationship: Bob is familiar with your products, and has downloaded information previously.

Persona: Bob is researching website development, as determined by his in-session navigation.

Intent: Bob has clicked twice to learn more about secure development solutions, but has not requested more information or a sales contact.

The Digital Landscape – Maximizing Your Online Lead Gen Potential
Check out this related B2B LeadsCon Event!

Your customers are doing research online, reaching out not only to vendors and industry resources but connecting with peers to gain insight …

Since B2B is sometimes about online commerce, the key is building business relationships through your website—exchanging information, sharing thought leadership, engaging sales and prospects, and more. For example, in session you are able to identify that Bob represents website development at a software firm based on where he chooses to navigate your site. In the past, Bob has downloaded a white paper on development best practices, but this time he is perusing a white paper on security.

After a few minutes, Bob appears to be ready to leave your site. But you now know your relationship with Bob (previous visitor who has downloaded information), his persona (website development leader), and his intent (researching security). You have an opportunity to engage him in real time.

Before Bob can leave your site, a popup surfaces that engages him with an offer of a free whitepaper on security. Knowing Bob is researching solutions and has downloaded whitepapers before, and he is interested enough to download this one, as well. Furthermore, upon completing the download registration, Bob is also invited to opt in to your monthly newsletter. He opts in, which now adds Bob to your mailing list, a critical step in successful B2B relationship building.

RPI is uniquely successful in B2B in ways RFM cannot. How could you use RPI to build business relationships through your website? Tell us about it.

Karl Wirth is CEO and co-founder of Evergage.

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Designing Interactive Content for Lead Generation Check out this related B2B LeadsCon Event! The world is being overrun with ebooks, infographics, white papers, and webinars. As a B2B marketer responsible for lead generation, this re… View Agenda Register Now

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM