Michelin (B2B Trucking)
Creative Brief
Michelin hired Cadency, Clemson’s Student-Led Brand Agency, to research sustainability efforts in the B2B trucking industry and help the company better understand the environmental goals of their B-2-B long distance trucking clients.
Research
My team utilized Sprinklr, which is a customer experience management platform that pulls all relevant data on a client/brand.
We used specific keywords to understand how the customer segments are different, along with what they share in common.
The data was complied in Excel spreadsheets and shared with the client paired with the detailed playbook to train sales representatives on the ever-changing landscape of sustainability.
Deliverables
Created a 9-page Sales Playbook discussing the segmentation of trucking fleets and detailing how to tailor messaging to each account.
Playbook includes overviews on sustainability, emission scopes/scorecard and the three customer segments.
