Post by account_disabled on Mar 5, 2024 0:28:28 GMT -5
The restaurant sector is going through a complex period and a perspective full of uncertainty. However, the digitalization of restaurants and their processes remains a fundamental constant for the optimization and improvement of the teams' work . MAPAL is a software tool that offers solutions for personnel management, business analytics, customer satisfaction, among other things. In this interview we speak with Carolina Reynoso, Marketing Manager of MAPAL, about its B2B objectives, the challenges for a sector like the restaurant industry and the keys to reaching its target audience.
Tell us what your role is in the company and what the MAPAL software offers. As a Marketing Manager, I lead an agile team of people with whom we service the company's different marketing needs from a growth perspective. My team's focus is especially aimed at inbound Industry Email List marketing; That is, to develop digital campaigns focused on different targets depending on where they are in the Buyer's Journey. As in other industries, the impact of automation and digitalization of processes in hospitality is very great . A restaurant without digital systems implemented in the business depends a lot on the manager of said establishment being a kind of “super man” who handles all types of tasks, who knows about finances, inventory, personnel management.
A restaurant without digital systems implemented in the business depends a lot on the manager of said establishment being a kind of “super man. Having a management tool allows you to optimize all these processes to be able to dedicate yourself to improving your customers' experience and at the same time obtaining an improvement in productivity, sales and cost savings. For example, through our personnel management module, you can obtain “the perfect shift” in a very short time thanks to a powerful artificial intelligence algorithm. In turn, this intelligence allows us to develop great analytical capacity, which means that the restaurant can better plan its management based on different factors such as weather and thus adapt its technical and personnel needs to each circumstance.
We are a global and agile team. We work alongside other marketing professionals who are at Flow, a company we have recently partnered with in England. On a day-to-day basis, the Spain team is managed through agile processes, we organize ourselves by projects and tasks and use different team management tools such as Asana, Trello or Instagantt . Furthermore, we like to enhance the talent of our people so that they can develop their work with creative freedom and flexibility. Teamwork is a daily maxim.
If we do not consider the current time with COVID-19 in which another type of analysis is necessary, our target was living a golden age. The restaurant industry is generating more new concepts than ever and growing day by day. This situation, of course, facilitates and at the same time makes investment in technology necessary, especially when the restaurant business begins to develop as “organized restoration”, that is, with a vision of expansion and systematization that leads to sustained growth .
On the other hand, it is also true that it is not a sector accustomed to digital, especially when it comes to smaller businesses, and that can sometimes make the sale a little more complex. However, as soon as we have the opportunity to offer them a demo and they see the amount of time and money they can save, simply by having a tool to manage shifts, the advantages of the technology immediately become evident. The fundamental pillar is to know our target very well ; make a precise analysis of the Buyer Persona based on intensive research of both our clients and the vision of our consultants, who work hand in hand with them.
Once we understand who we are targeting, it is about carrying out a good segmentation focused on the moment of the Buyer's Journey in which each lead is. To do this, we develop content with different approaches, Awareness, Consideration, Closing, etc. In the end it is about creating an “ecosystem” for capturing leads, sustainable over time and scalable.Once we understand who we are targeting, it is about carrying out a good segmentation focused on the moment of the Buyer's Journey in which each lead is.
On the other hand, the other fundamental pillar is the quality of the content . One of our hallmarks as an expert restaurant company is to offer leads and clients high-quality and relevant content in any format: article, ebook, checklist, video, etc. To do this, we always use verified sources as well as first-hand information from experts on the subject. In general, what do you think is the key when it comes to reaching a B2B audience through marketing actions? For me, one of the main things is empathy and this happens with both a B2B and B2C audience. Understand what really matters to the people you are addressing and be able to help them as much as possible to discover how to solve their needs.
Tell us what your role is in the company and what the MAPAL software offers. As a Marketing Manager, I lead an agile team of people with whom we service the company's different marketing needs from a growth perspective. My team's focus is especially aimed at inbound Industry Email List marketing; That is, to develop digital campaigns focused on different targets depending on where they are in the Buyer's Journey. As in other industries, the impact of automation and digitalization of processes in hospitality is very great . A restaurant without digital systems implemented in the business depends a lot on the manager of said establishment being a kind of “super man” who handles all types of tasks, who knows about finances, inventory, personnel management.
A restaurant without digital systems implemented in the business depends a lot on the manager of said establishment being a kind of “super man. Having a management tool allows you to optimize all these processes to be able to dedicate yourself to improving your customers' experience and at the same time obtaining an improvement in productivity, sales and cost savings. For example, through our personnel management module, you can obtain “the perfect shift” in a very short time thanks to a powerful artificial intelligence algorithm. In turn, this intelligence allows us to develop great analytical capacity, which means that the restaurant can better plan its management based on different factors such as weather and thus adapt its technical and personnel needs to each circumstance.
We are a global and agile team. We work alongside other marketing professionals who are at Flow, a company we have recently partnered with in England. On a day-to-day basis, the Spain team is managed through agile processes, we organize ourselves by projects and tasks and use different team management tools such as Asana, Trello or Instagantt . Furthermore, we like to enhance the talent of our people so that they can develop their work with creative freedom and flexibility. Teamwork is a daily maxim.
If we do not consider the current time with COVID-19 in which another type of analysis is necessary, our target was living a golden age. The restaurant industry is generating more new concepts than ever and growing day by day. This situation, of course, facilitates and at the same time makes investment in technology necessary, especially when the restaurant business begins to develop as “organized restoration”, that is, with a vision of expansion and systematization that leads to sustained growth .
On the other hand, it is also true that it is not a sector accustomed to digital, especially when it comes to smaller businesses, and that can sometimes make the sale a little more complex. However, as soon as we have the opportunity to offer them a demo and they see the amount of time and money they can save, simply by having a tool to manage shifts, the advantages of the technology immediately become evident. The fundamental pillar is to know our target very well ; make a precise analysis of the Buyer Persona based on intensive research of both our clients and the vision of our consultants, who work hand in hand with them.
Once we understand who we are targeting, it is about carrying out a good segmentation focused on the moment of the Buyer's Journey in which each lead is. To do this, we develop content with different approaches, Awareness, Consideration, Closing, etc. In the end it is about creating an “ecosystem” for capturing leads, sustainable over time and scalable.Once we understand who we are targeting, it is about carrying out a good segmentation focused on the moment of the Buyer's Journey in which each lead is.
On the other hand, the other fundamental pillar is the quality of the content . One of our hallmarks as an expert restaurant company is to offer leads and clients high-quality and relevant content in any format: article, ebook, checklist, video, etc. To do this, we always use verified sources as well as first-hand information from experts on the subject. In general, what do you think is the key when it comes to reaching a B2B audience through marketing actions? For me, one of the main things is empathy and this happens with both a B2B and B2C audience. Understand what really matters to the people you are addressing and be able to help them as much as possible to discover how to solve their needs.