Tell us a little about yourself. What is your job at Telefónica?
Currently, in the Faro Empresas group, we help our B2B customers to migrate their different types of accesses to FTTH within the deadlines set by the CNMC.
Could you explain what B2B is all about?
Trust, personalisation and value creation for our customers. Simple, clear and at the same time demanding.
At Telefónica we make the world better by connecting people’s lives. And these people come together in public and private organisations. They need to connect to offer services, produce goods, optimise processes and improve their internal operations.
That’s where B2B comes in. And that is where we help them from technology: Cloud, Cybersecurity, Security, Defence, Emergencies, Digital Transformation, Workplace, Smart Cities, Business Consulting … are surnames that allow us to be with our customers.
What are examples of B2B companies?
Any company or administration that offers its products and services to other companies or administrations are examples in themselves. We ourselves are a reference through the different companies that make up our Group.
What are their main characteristics?
When you want to establish a business relationship with a client it is just that, establishing a relationship. A relationship allows you to establish strong and firm links. If they allow you to do it and you know how to do it.
And that is what we try to do day in and day out at Telefónica. We have been doing this for more than a hundred years. As an innovative company of reference, we do this through technology, offering specific, tailor-made solutions to achieve your goals. Always in a strategic and long-term relationship.
How does social media influence B2B?
What doesn’t social media influence today? And what’s coming soon! It’s not 2010 anymore. Social media has evolved and so has its target audience.
In the case of companies and public administrations, I think they are important from the point of view of building and fostering relationships, conveying the vision and mission values of each one of them.
In addition, thanks to the enormous number of platforms and the improved capacity for customer segmentation, it is an obligation to offer better and higher quality information in order to capture their attention and interact with them. Not just any old thing will do. You have to be simple and direct, even if what you want to communicate is complex. This is the challenge of B2B!
What is the difference between B2B and B2C?
In the last letter. And that’s a lot, very, very much. Especially when it comes to technology. Understanding what they ask and need from each technological solution and how to approach them to build that trusting and long-lasting relationship is different, most of the time, for an individual consumer than for a company or public administration.
What is B2B marketing and what can be the best strategy?
Let’s start at the end. The best strategy is the one that allows you to open, develop and/or maintain, as the case may be, the relationship with your B2B customer.
The vast majority of the time, if you have a long-term and stable relationship in mind, all three circumstances are present at the same time. That’s all there is to it. Yes, well, two more things: having a great sales network, not because of the size, but because of the quality of its members and that the strategies work. I forgot.
What does B2B marketing do about it? Everything you need to do. Let’s put some, not all surnames again: Specific and differentiated content according to platforms, trade fairs, events, demonstrations…
Can you give us some examples of successful B2B?
It is not easy to highlight one, each B2B success story is a world in itself. However, I would highlight that we, at the Telefónica Group, can offer not just one, but numerous examples of how, through our success stories, we improve the lives of companies, organisations, administrations and the people who make them up.
Some of them appear in the Telefónica Press Room, others appear on our Telefónica Empresas website, and recently Telefónica Tech has just published its 2024 success stories booklet, to name the most recent ones.
Which person working at Telefónica do you nominate for this interview that you consider to be a crack at their job?
I would like to nominate for this interview some of my colleagues from the Creators Group at Telefónica, Noemí Santiago, Beatriz Flores and Patricia Robles, let’s see if they accept the challenge.
