{"id":13311,"date":"2018-08-24T09:46:29","date_gmt":"2018-08-24T09:46:29","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=13311"},"modified":"2023-01-24T14:56:58","modified_gmt":"2023-01-24T14:56:58","slug":"tendencias-mercado-b2b","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/","title":{"rendered":"Tend\u00eancias do mercado B2B"},"content":{"rendered":"<p><iframe title=\"Tend\u00eancias de trade marketing para o mercado B2B\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/lsAdI912sRg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>com Melissa Fran\u00e7a, da Bunge Brasil<\/h2>\n<p>A<em> head<\/em> de trade marketing em consumo, trigo e ingredientes da Bunge Alimentos, Melissa Fran\u00e7a, conversou com o CEO da Involves, Andr\u00e9 Krummenauer, sobre as principais tend\u00eancias e a\u00e7\u00f5es de trade no mercado <em>business to business<\/em>. O que a sua empresa tem feito para desenvolver este canal e se destacar na atua\u00e7\u00e3o B2B?<\/p>\n<h2>A COMPLEXIDADE DO TRADE MARKETING B2B<\/h2>\n<p>Apesar de mais complexo, o B2B tem a capacidade de crescer duas vezes mais do que o B2C. Uma das formas de impulsionar este crescimento \u00e9 apostar nas ferramentas certas. Al\u00e9m das solu\u00e7\u00f5es tradicionais, aplic\u00e1veis aos dois segmentos, existem outras especialmente voltadas ao trade marketing B2B.<\/p>\n<p>Para a convidada do TradeCast #46, os programas fidelidade s\u00e3o \u00f3timas maneiras de segmentar clientes, entender o ciclo de compra de cada um e, consequentemente, tomar a\u00e7\u00f5es muito mais assertivas para entregar qualidade no atendimento.<\/p>\n<h2>TECNOLOGIA \u00c9 OBRIGAT\u00d3RIA<\/h2>\n<p><span style=\"font-weight: 400;\">Com mais de 23 anos de experi\u00eancia no segmento e passagem por multinacionais como Kimberly-Clark, Colgate, Mars e Nike, Melissa Fran\u00e7a acredita que o uso da<a href=\"https:\/\/agilepromoter.com\/funcionalidades\/app-trade-marketing?utm_source=clube-do-trade&amp;utm_medium=in-text&amp;utm_campaign=tradecast-46\"> tecnologia na execu\u00e7\u00e3o do trade marketing<\/a> j\u00e1 \u00e9 mandat\u00f3ria, sendo um diferencial para expandir a atua\u00e7\u00e3o da ind\u00fastria. &#8220;Como o mercado B2B \u00e9 independente, a acessibilidade otimizada pela tecnologia pesa muito&#8221;, acredita.\u00a0<\/span><\/p>\n<p>Segundo ela,\u00a071% dos compradores das empresas em um processo B2B desempenham 12 a\u00e7\u00f5es antes de, efetivamente, concluir a compra. \u00c9 por isso que as a\u00e7\u00f5es de trade marketing devem estar cada vez mais voltadas ao digital.<\/p>\n<h2>O EXEMPLO DA BUNGE<\/h2>\n<p>Com o intuito de estreitar o relacionamento com os clientes, a Bunge\u00a0desenvolveu uma plataforma de fidelidade que oferece um canal direto de comunica\u00e7\u00e3o com seus consumidores, atrav\u00e9s da qual <em>newsletters<\/em> e promo\u00e7\u00f5es s\u00e3o disparadas de maneira personalizada, com base nos h\u00e1bitos de consumo e necessidades de cada um.\u00a0J\u00e1 a Academia Bunge surgiu para\u00a0divulgar produtos e informa\u00e7\u00f5es t\u00e9cnicas juntamente com um plano de segmenta\u00e7\u00e3o e fideliza\u00e7\u00e3o de clientes.<\/p>\n<p>Assista \u00e0 transmiss\u00e3o completa acima para saber sobre outras a\u00e7\u00f5es, tend\u00eancias e ferramentas que podem auxiliar a equipe de trade marketing na atua\u00e7\u00e3o B2B.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Que a\u00e7\u00f5es sua empresa desenvolve para fortalecer o trade marketing no mercado B2B? Assista ao TradeCast #46 para ver o que a Bunge tem feito neste quesito.<\/p>\n","protected":false},"author":4,"featured_media":13312,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[422],"tags":[],"class_list":["post-13311","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-tendencias-e-mercado","post_format-post-format-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tend\u00eancias do mercado B2B - Involves Club<\/title>\n<meta name=\"description\" content=\"Que a\u00e7\u00f5es sua empresa desenvolve para fortalecer o trade marketing no mercado B2B? Assista ao TradeCast #46 para ver o que a Bunge tem feito neste quesito.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tend\u00eancias do mercado B2B - Involves Club\" \/>\n<meta property=\"og:description\" content=\"Que a\u00e7\u00f5es sua empresa desenvolve para fortalecer o trade marketing no mercado B2B? Assista ao TradeCast #46 para ver o que a Bunge tem feito neste quesito.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"Involves Club\" \/>\n<meta property=\"article:published_time\" content=\"2018-08-24T09:46:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-24T14:56:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1170\" \/>\n\t<meta property=\"og:image:height\" content=\"650\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Reda\u00e7\u00e3o - Involves Club\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Reda\u00e7\u00e3o - Involves Club\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/\"},\"author\":{\"name\":\"Reda\u00e7\u00e3o - Involves Club\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/#\/schema\/person\/f90db2df552913f04b57d9fce22354d1\"},\"headline\":\"Tend\u00eancias do mercado B2B\",\"datePublished\":\"2018-08-24T09:46:29+00:00\",\"dateModified\":\"2023-01-24T14:56:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/\"},\"wordCount\":387,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/#organization\"},\"image\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg\",\"articleSection\":[\"Tend\u00eancias e Mercado\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/\",\"url\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/\",\"name\":\"Tend\u00eancias do mercado B2B - Involves Club\",\"isPartOf\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg\",\"datePublished\":\"2018-08-24T09:46:29+00:00\",\"dateModified\":\"2023-01-24T14:56:58+00:00\",\"description\":\"Que a\u00e7\u00f5es sua empresa desenvolve para fortalecer o trade marketing no mercado B2B? Assista ao TradeCast #46 para ver o que a Bunge tem feito neste quesito.\",\"breadcrumb\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#primaryimage\",\"url\":\"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg\",\"contentUrl\":\"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg\",\"width\":1170,\"height\":650,\"caption\":\"trade-cast-46-tendencias-mercado-b2b-bunge\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\/\/club.involves.com\/pt-br\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Tend\u00eancias do mercado B2B\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/#website\",\"url\":\"https:\/\/club.involves.com\/pt-br\/\",\"name\":\"Involves Club\",\"description\":\"Involves Club\",\"publisher\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/club.involves.com\/pt-br\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/#organization\",\"name\":\"Involves Club\",\"url\":\"https:\/\/club.involves.com\/pt-br\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/club.involves.com\/wp-content\/uploads\/2022\/09\/involves_club_brand_h_2.png\",\"contentUrl\":\"https:\/\/club.involves.com\/wp-content\/uploads\/2022\/09\/involves_club_brand_h_2.png\",\"width\":169,\"height\":49,\"caption\":\"Involves Club\"},\"image\":{\"@id\":\"https:\/\/club.involves.com\/pt-br\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/club.involves.com\/pt-br\/#\/schema\/person\/f90db2df552913f04b57d9fce22354d1\",\"name\":\"Reda\u00e7\u00e3o - Involves Club\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/club.involves.com\/wp-content\/litespeed\/avatar\/52557eb1c053ec617c816e28a0d0c081.jpg?ver=1776091080\",\"url\":\"https:\/\/club.involves.com\/wp-content\/litespeed\/avatar\/52557eb1c053ec617c816e28a0d0c081.jpg?ver=1776091080\",\"contentUrl\":\"https:\/\/club.involves.com\/wp-content\/litespeed\/avatar\/52557eb1c053ec617c816e28a0d0c081.jpg?ver=1776091080\",\"caption\":\"Reda\u00e7\u00e3o - Involves Club\"},\"sameAs\":[\"https:\/\/club.involves.com\"],\"url\":\"https:\/\/club.involves.com\/pt-br\/author\/redacaoclub\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Tend\u00eancias do mercado B2B - Involves Club","description":"Que a\u00e7\u00f5es sua empresa desenvolve para fortalecer o trade marketing no mercado B2B? Assista ao TradeCast #46 para ver o que a Bunge tem feito neste quesito.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/","og_locale":"pt_BR","og_type":"article","og_title":"Tend\u00eancias do mercado B2B - Involves Club","og_description":"Que a\u00e7\u00f5es sua empresa desenvolve para fortalecer o trade marketing no mercado B2B? Assista ao TradeCast #46 para ver o que a Bunge tem feito neste quesito.","og_url":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/","og_site_name":"Involves Club","article_published_time":"2018-08-24T09:46:29+00:00","article_modified_time":"2023-01-24T14:56:58+00:00","og_image":[{"width":1170,"height":650,"url":"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg","type":"image\/jpeg"}],"author":"Reda\u00e7\u00e3o - Involves Club","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Reda\u00e7\u00e3o - Involves Club","Est. tempo de leitura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#article","isPartOf":{"@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/"},"author":{"name":"Reda\u00e7\u00e3o - Involves Club","@id":"https:\/\/club.involves.com\/pt-br\/#\/schema\/person\/f90db2df552913f04b57d9fce22354d1"},"headline":"Tend\u00eancias do mercado B2B","datePublished":"2018-08-24T09:46:29+00:00","dateModified":"2023-01-24T14:56:58+00:00","mainEntityOfPage":{"@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/"},"wordCount":387,"commentCount":0,"publisher":{"@id":"https:\/\/club.involves.com\/pt-br\/#organization"},"image":{"@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#primaryimage"},"thumbnailUrl":"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg","articleSection":["Tend\u00eancias e Mercado"],"inLanguage":"pt-BR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/","url":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/","name":"Tend\u00eancias do mercado B2B - Involves Club","isPartOf":{"@id":"https:\/\/club.involves.com\/pt-br\/#website"},"primaryImageOfPage":{"@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#primaryimage"},"image":{"@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#primaryimage"},"thumbnailUrl":"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg","datePublished":"2018-08-24T09:46:29+00:00","dateModified":"2023-01-24T14:56:58+00:00","description":"Que a\u00e7\u00f5es sua empresa desenvolve para fortalecer o trade marketing no mercado B2B? Assista ao TradeCast #46 para ver o que a Bunge tem feito neste quesito.","breadcrumb":{"@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#primaryimage","url":"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg","contentUrl":"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/trade-cast-46-tendencias-mercado-b2b-bunge.jpg","width":1170,"height":650,"caption":"trade-cast-46-tendencias-mercado-b2b-bunge"},{"@type":"BreadcrumbList","@id":"https:\/\/club.involves.com\/pt-br\/tendencias-mercado-b2b\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"In\u00edcio","item":"https:\/\/club.involves.com\/pt-br\/"},{"@type":"ListItem","position":2,"name":"Tend\u00eancias do mercado B2B"}]},{"@type":"WebSite","@id":"https:\/\/club.involves.com\/pt-br\/#website","url":"https:\/\/club.involves.com\/pt-br\/","name":"Involves Club","description":"Involves Club","publisher":{"@id":"https:\/\/club.involves.com\/pt-br\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/club.involves.com\/pt-br\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Organization","@id":"https:\/\/club.involves.com\/pt-br\/#organization","name":"Involves Club","url":"https:\/\/club.involves.com\/pt-br\/","logo":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/club.involves.com\/pt-br\/#\/schema\/logo\/image\/","url":"https:\/\/club.involves.com\/wp-content\/uploads\/2022\/09\/involves_club_brand_h_2.png","contentUrl":"https:\/\/club.involves.com\/wp-content\/uploads\/2022\/09\/involves_club_brand_h_2.png","width":169,"height":49,"caption":"Involves Club"},"image":{"@id":"https:\/\/club.involves.com\/pt-br\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/club.involves.com\/pt-br\/#\/schema\/person\/f90db2df552913f04b57d9fce22354d1","name":"Reda\u00e7\u00e3o - Involves Club","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/club.involves.com\/wp-content\/litespeed\/avatar\/52557eb1c053ec617c816e28a0d0c081.jpg?ver=1776091080","url":"https:\/\/club.involves.com\/wp-content\/litespeed\/avatar\/52557eb1c053ec617c816e28a0d0c081.jpg?ver=1776091080","contentUrl":"https:\/\/club.involves.com\/wp-content\/litespeed\/avatar\/52557eb1c053ec617c816e28a0d0c081.jpg?ver=1776091080","caption":"Reda\u00e7\u00e3o - Involves Club"},"sameAs":["https:\/\/club.involves.com"],"url":"https:\/\/club.involves.com\/pt-br\/author\/redacaoclub\/"}]}},"_links":{"self":[{"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/posts\/13311","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/comments?post=13311"}],"version-history":[{"count":1,"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/posts\/13311\/revisions"}],"predecessor-version":[{"id":21054,"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/posts\/13311\/revisions\/21054"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/media\/13312"}],"wp:attachment":[{"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/media?parent=13311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/categories?post=13311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/club.involves.com\/pt-br\/wp-json\/wp\/v2\/tags?post=13311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}