B2B operational marketing: definition and key levers

Sales and trade marketing managers are looking for practical ways to achieve their objectives quickly. Effectiveness on the ground is becoming a priority: every action must produce measurable results, without delay.

The operational marketing meets this requirement. It transforms strategy into directly activatable actions, tailored to the realities of the market, distribution channels and the constraints of sales teams.

But what does the term really mean in B2B? How does it differ from strategic marketing? And above all, what levers can you use to gain visibility, market share or sales?

But what does B2B operational marketing really encompass? How does it differ from strategic marketing? And above all, which levers should be activated to generate a rapid return on investment?

Here's a full decipherment for those of you looking for efficiency.

1. What is B2B operational marketing?

1.1 A field compass to support strategy

Operational marketing in B2B covers all the practical steps taken to translate a marketing or sales strategy into actions that can be directly activated in the field. It is the pragmatic counterpart to strategic marketing.

The objective? To transform a business ambition (winning market share, launching a product, increasing visibility, boosting a sales channel, etc.) into measurable results, in the short or medium term.

In practical terms, this means :

• Deploying a back-up sales force in a supermarket or hypermarket network
• An in-store sales campaign to support a special event
• A targeted telesales operation to revive a dormant customer portfolio
• Theatrical display of a shelf, including layout, point-of-sale advertising and team training

These measures are based on a logic of action, timing and precise targeting. Operational marketing is the art ofactivate the right action, in the right place, at the right time.

1.2 B2B: specific features not to be overlooked

Unlike B2C, where buying decisions can be quick and emotional, B2B involves longer cycles, complex processes and demanding professional targets.

The challenges of B2B operational marketing therefore revolve around three pillars:

• Commercial effectiveness generate sales quickly, within a ROI framework.
• Quality of relationships : building relevant interactions with the right contacts (buyers, department managers, specifiers, etc.)
• Controlling distribution channels To understand the workings of supermarkets, pharmacies, DIY stores and specialist networks so that you can take effective action.

It is these realities on the ground that operational marketing comes to address, relying on cutting-edge business expertise sales force, activation, merchandising, telesales, data marketing, etc.

2. The key levers of B2B operational marketing

Operational marketing is not limited to one-off actions. It relies on specific expertise, often managed by specialist service providers or in-house teams trained in the realities of the field. Here are the main levers that can be activated in a B2B context.

2.1 The auxiliary sales force: agility and efficiency

The first key lever is outsourced sales force. It enables a rapid response to a coverage, canvassing or sales development objective for a given network, without increasing the payroll.

Whether it's deploying a dedicated team in supermarkets, stepping up visits to pharmacies or relaunching a professional target in the DIY sector, the back-up sales force can act as a "tool" for your business. growth accelerator.

There are a number of missions:

• Product listing and point-of-sale negotiation
• Upgrading to DN/DV (digital or value distribution)
• Additional sales on trade marketing operations
• In-store team training
• Prospecting and winning over new channels

At Service Innovation Group France, these devices are designed with two objectives in mind: commercial performance and rapid return on investmentThis is achieved through regular monitoring and the use of precise business indicators.

2.2 Activation and sales promotion: bringing the brand to life

Operational marketing is also the art ofactivate a brand at the point of sale. This involves targeted promotions, calibrated according to objectives and distribution channels (supermarkets, hypermarkets, pharmacies, retail, convenience stores, etc.).

Here are a few concrete examples:

• Product demonstrations in specialist shops
• Pharmacy advice events (pharmaceutical delegate)
• Tastings or sampling in supermarkets
• Street marketing or events outside the point of sale

This type of activation aims to trigger the act of buyingCreate a memorable experience, or drive traffic to a corner or a new product.

Efficiency here is based on quality of profiles recruitedThis is based on a number of factors: the quality of the service, the training provided upstream, and the ability to provide usable insights from the field.

2.3 Operational merchandising: visibility and profitability

Often underestimated, the operational merchandising plays a central role in sales performance. The right layout, effective anti-breakage measures and strategic POS advertising can have a considerable impact on results.

Merchandising operations include:

• Layout or re-layout of retail outlets according to planograms
• Restocking and out-of-stock management
• Monitoring product visibility on the shelf
• Tailor-made POP/SI displays
• Shelf surveys and audits (store check, mystery visits, etc.)

To be effective, these operations have to be managed rigorously, based on data reported from the field, often centralised using Business Intelligence (BI).

2.4 B2B telesales: complementing field and distance sales

As part of an omnichannel approach, the distance selling is an operational lever that should not be overlooked. It allows you to maintain the commercial linkThis means you can use your existing customer database, qualify files, generate leads or proactively relaunch a customer base.

B2B telesales can be involved in :

• Sedentary prospecting / lead generation
• Qualifying files and making appointments
• Sales or commercial after-sales support
• Product helpdesk or ad hoc back-up

At Service Innovation Group France, the telesales teams are trained in sector-specific issues (FMCG, health, high-tech, etc.) and work in synergy with the field sales forces to ensure consistent management of sales campaigns.

2.5 Data and Business Intelligence: managing to make decisions

Finally, effective operational marketing in B2B relies on the intelligent use of the Internet. commercial data.

Field surveys, event results, customer feedback, stock levels, conversion rates, DN... This data needs to be centralised, analysed and exploited in order to guide actions, adjust plans and maximise results.

That's why Service Innovation Group France supports each operation with appropriate management tools, combining the reality on the ground and business KPIsto help sales managers make the right decisions, quickly.

3. Integrating operational marketing into your B2B sales strategy

Deploying actions on the ground is not enough. For operational marketing to make a real contribution to sales performance, it must be fully integrated into the company's overall strategy.

3.1 Think strategy AND execution

A common mistake is to pit strategy and operations against each other. In reality, the two are inseparable. A well thought-out but poorly executed strategy is ineffective. Conversely, activation that is poorly aligned with business objectives can be costly and counter-productive.

Operational marketing must be rooted in :

• Precise business objectives: volumes, market share, DN/DV, visibility, sell-out, etc.
• Brand positioning and challenges in the field (seasonality, innovation, white zones, etc.)
• The specific characteristics of the targeted distribution channel (supermarkets, pharmacies, retail, proxi, BtoB, etc.)

At Service Innovation Group France, each system is subject to a rigorous initial framework, in direct liaison with the sales and trade marketing departments.

3.2 Building on flexibility and responsiveness

The ground moves fast. Disruptions, delivery delays, weather, strikes, changes of location: these are all realities that require a high degree of agility.

B2B operational marketing therefore benefits from being based on modular devices :

• Flexible teams (full-time, part-time, commando, etc.)
• Real-time remote control tools
• Rapid reporting with adjustments possible on D+1

That's why many brands choose to entrust these tasks to a specialist agencyIt is capable of mobilising human and technical resources quickly and without delay, and guaranteeing controlled execution, whatever the terrain.

3.3 Prioritising management and performance measurement

You can't improve what you can't measure. Every operational marketing action must therefore be backed up by a steering system precise, with clear indicators :

• Number of visits or points of contact
• DN / DV reached
• Resale volume or conversion rate
• Quality of execution in the field (location, visibility, training)
• Customer / partner / point of sale satisfaction

Centralising data via digital tools (CRM, field apps, BI dashboards) allows for a more efficient use of resources. continuous monitoring and facilitates arbitration on the fly.

3.4 Making the right choice: in-house team or operational marketing agency?

The question naturally arises: should you manage everything in-house, or rely on an agency? The answer depends on a number of factors:

Many companies are now opting for the hybrid model, with one inner core for strategy and coordination, supplemented by outsourced operational systems as required (highlights, launch, white zone, etc.).

This is precisely the model proposed by Service Innovation Group France: a tailor-made collaborationThis is an area where expertise in the field supports the sales ambitions of head office, with a strong commitment to performance.

4. Conclusion: operational marketing as a sales performance lever

In a B2B environment where agility, responsiveness and profitability have become imperative, operational marketing is an essential strategic lever. It transforms commercial intentions into concrete, effective and measurable actions on the ground.

But to exploit its full potential, you need to master its codes, rhythms and business requirements. This is precisely where the expertise of a specialist agency comes in, capable of designing, deploying and managing tailor-made systems that are adapted to the distribution channels you are targeting and to your business challenges.

Sales force, sales promotion, merchandising, telesales, data-driven management... So much expertise to activate to guarantee flawless execution on the ground and rapid ROI.

Need a partner to activate your field strategy?

For more than 30 years, Service Innovation Group France has been working with B2B brands in all distribution channels: supermarkets, pharmacies, DIY stores, retail, proxi, etc. Our expert teams work with you to design tailor-made systems that are managed and optimised according to your needs.

Discover our operational expertise or contact us for a personalised audit of your actions in the field.