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Roundtable 2003 ruckman_gottschalk

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  • 1. B2B Marketing Made Simple JoAnn Gottschalk, Marketing G2 Gene Ruckman, Asheville Citizen-Times
  • 2. What is B2B marketing?Promoting for sale a company’s productsand services to other businesses for theirbusiness use.
  • 3. Why B2B marketing?• 80% of revenue is from advertising• Market share against competitive media
  • 4. Share of Media Spending Magazines Network TV 25% Newspapers 21% 20% 20% 19% 18% 18%Percent Share 15% 10% 5% 0% 1998 1999 2000 2001 2002 Source: PIB, CMR
  • 5. Why B2B marketing?• 80% of revenue is from advertising• Market share against competitive media• Fluctuating economy
  • 6. Case Study – AshevilleReply CardSurvey Sales Flyer
  • 7. Why B2B marketing?• 80% of revenue is from advertising• Market share against competitive media• Fluctuating economy• Manage resources wisely• Current solutions inadequate• Good business sense
  • 8. The Fundamentals• Data• Technology• Competency• Application
  • 9. Business Data Options• InfoUSA• D&B• Experian• Acxiom
  • 10. “After verifying data accuracythrough research and talking withthe companies, it became clearboth companies had strengths andweaknesses, but not onedominated another.” -- Bill Truett Market Development & Research Director New York Times Regional Newspaper Group
  • 11. “They happen to be local…theirservice is very good, we have anattractive pricing arrangementwith them, and no data problemsthat may cause me to questiontheir accuracy and shop around.” -- John Graham Manager of Marketing & Research Services Daily Herald/Chicago
  • 12. Buying Business Data• Do your research• Challenge the vendor – demand service• Negotiate• Multi-year contracts w/updates• Test data• Acquire match key fields
  • 13. Advertising Billing System Data• Account number hierarchy• Company name• Address (Billing versus physical)• Phone numbers• Agency data• Salesperson/team numbers• Last ad date• Ad revenue data
  • 14. Challenges & Discoveries• Matching addresses• Out of market or virtual advertisers• Agency matching• Duplicates• Transient data• Conversions• Dirty data
  • 15. Competencies – What We Learned • Differences in same system • Standard definitions … fuels/contributes to cultural change
  • 16. Case Study - AshevilleChallenge/Situation:• Data Hygiene - review over 6,500 advertiser accounts.Strategy:• ConneXt match process to identify and prioritize advertiser data that need correcting.Results:• Manually reviewing every record was estimated to be 6 minutes per record – if nothing major found wrong. Averages to 650 hours or $6,500
  • 17. Case Study - AshevilleData Hygiene Effort:• Ledger account inactivation - inactivate and/or purge inactive accounts before matching with outside business data• Use reports for match evaluation/cleanup• Establish account cleanup workflow/responsibilities• Review account set up process for efficiency improvement – Master setup form changes for account maintenance
  • 18. Case Study - AshevilleData Hygiene Effort (…continued):• Transient To Ledger Conversion – Verify procedure to prevent forming duplicate accounts w/ existing retail – Classified accounts need to be established with SIC codes, not class codes• Agency Accounts – Verify (if not done already) create agency accounts flagged as "Agency“ – Link client accounts to "Agency" accounts – Option - bill sequence code for grouping of invoices for agencies
  • 19. Database Cleanup Process• Business rules for entering new advertisers• Dirty/incomplete addresses• Prioritize cleanup teams – Matched data – Potential matches – Local unmatched – Ad agencies• Within sub-segments prioritize by ad revenue, SIC, Zip Code• Duplicate records
  • 20. Basic B2B ApplicationsStrategy:• Special sections and features targeting• Classified directory listings• Segment prospectingTactics:• Distributing sales leads• Direct mail with telesales follow-up
  • 21. Case Study – Sioux FallsChallenge/Situation:• Targeted health and medical segment due to revenue decline in 2002• Increase penetration and revenue through cold- calling using targeted lead listsStrategy• Analyze SIC segments within category• Generate lead lists aimed at Dentists, Chiropractors, other small practices• Develop specific sales & research presentations
  • 22. Case Study – Sioux FallsResults:• Segment rep required to email results• Internal segment reports used as secondary tracking• In 5 weeks, 25 prospects contacted from list of 800, 5 have begun advertising• In 1 month, generated $9,790 in new revenue• Internal segment reviews show 89% increase over prior year and 17% increase over prior month.
  • 23. Case Study – WilmingtonChallenge/Situation:• Increase ad revenue in Discovering Delaware editorial focus that runs every monthStrategy• Pull lead lists of current advertisers• Soften market with direct mail piece followed up by sales call
  • 24. Case Study – WilmingtonResults:• 43 sales closed between March – August• Ad rate of $30/inch with ads ranging from 4 to 10 inches• Approx. total sale over 6 months = $10,110
  • 25. Case Study – Des MoinesChallenge/Situation:• Increase advertiser penetration in Clive Zip Code 50325.Strategy:• Target new prospects or lapsed advertisers with a discount incentive.• Create direct mailing piece and print in-house for cost savings - $300-400 only.• Stagger mailing over four weeks followed up by sales call.
  • 26. Case Study – Des MoinesBACK FRONT
  • 27. Case Study - AshevilleChallenge/Situation:• Find new ad revenue to support a new 6 page weekly product being launched in neighboring county to our NDM.Strategy:• Pull lead lists of current advertisers• Soften market with direct mail piece followed up by sales call
  • 28. Case Study - AshevilleResults:• 26 new contracts worth an estimate of $75,000 sold to support the new product out of lead list of 800.• 3 new contracts for the AC-T worth an estimate of $8,600• Served as a team building exercise between marketing and advertising.
  • 29. Case Study - AshevilleChallenge/Situation:• New Business Development Leads – Golf Courses – PetsStrategy:• Produce lead list for outbound telesales.
  • 30. Case Study - AshevilleResults:• Pets – 5 advertisers out of 37 leads worth $1,090.• Golf Courses - 2 advertisers out of 38 leads worth $4,200. 10 to 12 leads pending.• Developing procedures with advertising to forward data corrections for data hygiene efforts.
  • 31. Case Study - AshevilleChallenge/Situation:• Produce Online Dining GuideStrategy:• Produce lead list of area restaurants for online sales executive starting with current, then former and prospective customers.• Call and collect restaurant information and verify addresses.• Offer up-sell for bold listing and restaurant coupon offer
  • 32. Case Study - AshevilleResults:• 12 Clients for listing upgrades and coupon offer generating $3,600 in new revenue.• Developing procedures with advertising to forward data corrections for data hygiene efforts.
  • 33. Competencies – What We Learned • Differences in same system • Standard definitions • Strategic vs. tactical tool • Measuring and tracking
  • 34. “If you think about whatmarketers should be doing, theyshould be analyzing the resultsof previous initiatives andcampaigns, and then using thatinsight to drive new executions.” -- Daniel Lackner VP/General Manager of Marketing Automation Products/Siebel Systems Inc.