Predictive Marketing for the HVAC Industry
Posted: Thu Dec 26, 2024 8:59 am
Last week we discussed the opportunities overseas data opened by BtoB predictive marketing. We concluded that predictive marketing was a very important tool to implement in a company. Whether in an ROI or human resources approach, the advantages of predictive marketing are multiple. But what about in a specialized industry like HVAC ( Heating, Ventilation and Air-conditioning )?
As a reminder, the acronym HVAC is the equivalent of the French acronym CVC which means heating, ventilation and air conditioning . This industry, which is intended for both individuals and professionals, is experiencing strong expansion, reaching a turnover of more than 16 billion euros in France today.
The HVAC universe already uses many technologies such as artificial intelligence, IoT. It is even at the cutting edge of technology in many areas. In view of the expansion of the market, changes in consumption patterns, predictive marketing is a necessary tool for this industry.
From now on we will see why predictive marketing is essential for a growing industry. We will take the example of the HVAC or CVC field to show the usefulness of such marketing technology.
How can we define predictive marketing? This is the first question we will raise. Predictive marketing is defined as the means of knowing the past or future habits of a future customer. Predictive marketing faces changes in consumption patterns due to digitalization. As a reminder, a study conducted by Google shows that 74% of us carry out web searches before making a purchase. Whether in our private or professional lives, our habits remain the same.
If we want a more precise definition, we must group together the different points and uses of predictive marketing which are:
The prediction called churn prediction which consists of predicting the phenomena linked to the loss of customers. Prediction is one of the key points allowing to measure the actions of commercial strategies while measuhttps://dbtodata.com/special-dataing the quality of the services sold.
Actions carried out with the tools implemented by Google, particularly with regard to advertising. In particular AdWords and retargeting.
The concept of lead scoring which is an important part of the predictive marketing process. It allows you to detect the number of actions performed by a lead/prospect on your website. The higher the score, the more elements you will need to provide. By associating it with marketing automation, lead scoring allows you to personalize your actions with your leads.
The customer lifetime value which allows you to know if a customer comes only for a one-shot or not.
The use of CRM, CRC and marketing automation tools.
We can therefore define predictive marketing as the means of anticipating needs in order to offer a better customer experience. It also has a social vocation by facilitating exchanges between a company and a customer while offering personalization.
Predictive marketing, especially in the HVAC field, is a very important marketing challenge. Predictive marketing must take into account the fact that:
Anticipating the needs of a potential client
Provide a personalized customer experience to provide perfect customer satisfaction
Knowing customer expectations
Being able to make offers in a timely manner
Traditional marketing and sales actions in a field like HVAC are no longer as effective as they used to be. These actions must be thought of in an omnichannel manner, that is, using digital and traditional means of communication. These same channels must also be thought of in an omni-digital manner, that is, across all digital channels.
Today, with the massification of data from Big Data and new technologies such as artificial intelligence, anticipating the needs of an individual is a strategic point that must be developed.
We now know that artificial intelligence is based on algorithms called weak artificial intelligence. This allows us to capture data from website users and process it in real time. Combined with marketing automation and the concept of lead scoring, it is possible to know a person's purchasing intentions. In addition, this allows us to personalize all messages and thus create a relationship of trust while providing a high customer experience.
As a reminder, the acronym HVAC is the equivalent of the French acronym CVC which means heating, ventilation and air conditioning . This industry, which is intended for both individuals and professionals, is experiencing strong expansion, reaching a turnover of more than 16 billion euros in France today.
The HVAC universe already uses many technologies such as artificial intelligence, IoT. It is even at the cutting edge of technology in many areas. In view of the expansion of the market, changes in consumption patterns, predictive marketing is a necessary tool for this industry.
From now on we will see why predictive marketing is essential for a growing industry. We will take the example of the HVAC or CVC field to show the usefulness of such marketing technology.
How can we define predictive marketing? This is the first question we will raise. Predictive marketing is defined as the means of knowing the past or future habits of a future customer. Predictive marketing faces changes in consumption patterns due to digitalization. As a reminder, a study conducted by Google shows that 74% of us carry out web searches before making a purchase. Whether in our private or professional lives, our habits remain the same.
If we want a more precise definition, we must group together the different points and uses of predictive marketing which are:
The prediction called churn prediction which consists of predicting the phenomena linked to the loss of customers. Prediction is one of the key points allowing to measure the actions of commercial strategies while measuhttps://dbtodata.com/special-dataing the quality of the services sold.
Actions carried out with the tools implemented by Google, particularly with regard to advertising. In particular AdWords and retargeting.
The concept of lead scoring which is an important part of the predictive marketing process. It allows you to detect the number of actions performed by a lead/prospect on your website. The higher the score, the more elements you will need to provide. By associating it with marketing automation, lead scoring allows you to personalize your actions with your leads.
The customer lifetime value which allows you to know if a customer comes only for a one-shot or not.
The use of CRM, CRC and marketing automation tools.
We can therefore define predictive marketing as the means of anticipating needs in order to offer a better customer experience. It also has a social vocation by facilitating exchanges between a company and a customer while offering personalization.
Predictive marketing, especially in the HVAC field, is a very important marketing challenge. Predictive marketing must take into account the fact that:
Anticipating the needs of a potential client
Provide a personalized customer experience to provide perfect customer satisfaction
Knowing customer expectations
Being able to make offers in a timely manner
Traditional marketing and sales actions in a field like HVAC are no longer as effective as they used to be. These actions must be thought of in an omnichannel manner, that is, using digital and traditional means of communication. These same channels must also be thought of in an omni-digital manner, that is, across all digital channels.
Today, with the massification of data from Big Data and new technologies such as artificial intelligence, anticipating the needs of an individual is a strategic point that must be developed.
We now know that artificial intelligence is based on algorithms called weak artificial intelligence. This allows us to capture data from website users and process it in real time. Combined with marketing automation and the concept of lead scoring, it is possible to know a person's purchasing intentions. In addition, this allows us to personalize all messages and thus create a relationship of trust while providing a high customer experience.