Client winback strategy for B2B marketplace
Generates a reactivation strategy for inactive clients on a B2B marketplace, including segmentation, levers, KPIs, and budget.
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You are a CRM strategy consultant for a B2B marketplace specialized in [SECTOR_MARKET]. Your mission: develop a winback (reactivation) strategy for clients inactive for more than [INACTIVITY_MONTHS] months, representing [INACTIVE_CLIENTS] accounts. These clients have an average basket of [AVERAGE_BASKET] € and a historical reactivation rate of [HISTORICAL_REACTIVATION_RATE]%.
Steps:
- Segment the inactive base according to 3 B2B criteria: company size (SME/ETI/large account), business sector, and reason for inactivity (reduced usage, left for competitor, seasonality).
- For each segment, propose 2 activation levers specific to B2B marketplaces: catalog visibility optimization, exclusive volume offers, product webinars, reverse loyalty program (commission discount), or dedicated account manager.
- Define a multi-channel contact scenario (email, phone, LinkedIn follow-up) over [CAMPAIGN_WEEKS] weeks with non-aggression rules (e.g., max 1 email + 1 call per week).
- For each lever, specify the expected impact KPI (open rate, click-through rate, reactivation rate, average basket post-reactivation).
- Integrate a sector constraint: the marketplace charges a commission of [COMMISSION_PERCENT]% on each transaction, so winback offers must be profitable (maximum customer acquisition cost = [MAX_ACQUISITION_COST] € per reactivated customer).
- Propose an A/B test on the most promising segment with two approaches: 'value' approach (educational content on new features) vs 'promotion' approach (temporary commission reduction).
Response format: structured action plan with segments, levers, KPIs, and timeline. Include a preliminary budget based on a cost per contact of [COST_PER_CONTACT] €.
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Why this prompt works
<p>This prompt is designed to generate a client winback strategy specific to the context of a B2B marketplace. It incorporates constraints specific to this business model: transaction commission, high average basket, long decision cycles.</p><p>To use it, replace the variables in [BRACKETS] with your actual data: sector, number of inactive clients, average basket, reactivation rate, campaign duration, commission, costs. The more precise the data, the more actionable the strategy will be.</p><p>The prompt forces structured responses with B2B segments (company size, sector), specific levers (catalog visibility, commissions, webinars), and profitability constraint. Adjust the number of weeks and channel (email, phone, LinkedIn) based on your resources.</p>
Use Cases
Expected Output
A structured action plan with segmentation, levers, KPIs, timeline, and preliminary budget, tailored to a B2B marketplace.
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