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Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
Practical B2B Marketing for AceTech Ontario
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Practical B2B Marketing for AceTech Ontario

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Presentation on B2B marketing for AceTech Ontario, covers case studies, trends and 10 great marketing tools. April 20th at the KPMG office.

Presentation on B2B marketing for AceTech Ontario, covers case studies, trends and 10 great marketing tools. April 20th at the KPMG office.

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  • 1. PRACTICAL B2B MARKETING ACETECH ONTARIO POWER SESSION April 20, 2012130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com
  • 2. OBJECTIVES 1. Share experience on practical B2B marketing – how to get it done in companies with limited resourcesOBJECTIVES 2. Provide case studies and the opportunity forFOR TODAY discussion among members 3. Deliver 2 – 3 immediately useful tools and actionable takeaways 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 1
  • 3. MY BACKGROUND • 16 years in B2B • Started The Mezzanine Group in 2001 • Consult and manage marketing for more than 200 companies over last 12 years • Fortune 500MY BACKGROUND • Small and mid-sized (pre-revenue to $150M)AND THE INPUTSTO TODAY’SDISCUSSION • Data from over 5000 companies (Forrester, MarketingProfs, Aberdeen Group) • Upcoming book on B2B marketing The Practical Guide to B2B Marketing. Everything you need to know to make marketing actually work for your B2B company 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 2
  • 4. YOUR VIEWSWhich functions can impact success in next 12 months? What are your top 3 marketing goals for this year?How much marketing relative to having no constraints? Who is responsible for marketing strategy and planning? Avg. = 4.9 30% 24% 21% 15% 9% Employees: Avg.104, Range 1 – 1500 | Marketing budget: Avg. $282k, Range $10k - $2M n = 33 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 3
  • 5. CHALLENGES “We spent $250,000 on marketingTHE MARKETINGCHALLENGE IN last year and I feel like what weSMALL ANDMID-SIZED B2B got from it was a bunch of pensCOMPANIES with our logo on them.” ~CEO of a $5M software company 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 4
  • 6. A BETTER WAY Main Focus Today 1. Strategy4 STEPS TOEFFECTIVE 2. TacticsMARKETING INB2B COMPANIES Secondary Focus 3. Implementation Resources and Management 4. Measurement and Refinement 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 5
  • 7. PRACTICAL B2B MARKETING STRATEGY 4 Ps - Product, Price, Place, Promotion (up in the air – good at 30,000 ft) On solid ground: Target Market, Value Proposition and Messages130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 6
  • 8. TARGET MARKET 1. Deep understanding of buyers: • who they are – role, industry, company typeKNOWING YOUR • their pains and prioritiesTARGETMARKET AND • how they make decisionsWHAT MATTERS • how they get informationTO THEM 2. How to do this: • Sales, management and customer service team as a starting point • Customer research (blind if possible) 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 7
  • 9. DEFINE YOUR TARGET MARKET • Looking for opportunities • Actively looking for and Director of Engineering to improve energy Managers open to ideas Innovation efficiencyKNOWING YOUR • Company culture • Solutions must notTARGET encourages innovation impact systemsMARKET AND • Have a network ofWHAT MATTERS • Read trade journals and innovators they rely onTO THEM are part of various for information industry associations Priorities: • NO IMPACT ON PROCESS Priorities: • ENERGY • INNOVATION OPTIMIZATION • NEW TECHNOLOGY 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 8
  • 10. VALUE PROPOSITION 95% of CEOs define their value proposition throughWHY SHOULD I these factors:DO BUSINESSWITH YOU? • Good Cust’r Service • Knowledgeable staff • Quality • Consistent management • Reputation • Responsiveness • Good results • Innovativeness • Our employees • Trust Jaynie Smith, Creating Competitive Advantage, 2006 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 9
  • 11. VALUE PROPOSITION A better value proposition is specific, quantified and objective: • After switching to our process, customers report anWHY SHOULD I average 25% boost in productivity.DO BUSINESS • Our clients often experience double-digit growth withinWITH YOU? 6-12 months of implementing our process. • We stay on budget 95% of the time • Developers’ sales ratios rose by 35% after using our firm • Our average client saves a minimum of 30% on total occupancy and design costs • Our employees have a minimum of 15 years’ experience, twice that of our nearest competitor. Jaynie Smith, Creating Competitive Advantage, 2006 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 10
  • 12. CHOOSING THE RIGHT MARKETING TACTICSIN A SEA OFOPTIONS, WHICHMARKETINGTACTICSSHOULD YOUUSE?3 GUIDELINESChart courtesy of PeterEvans, speakerfile 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 11
  • 13. WHAT STAGE ARE YOU P1 P2 P3 Focus: Brand BuildingGUIDELINE ONE - Focus:DIFFERENT Revenue Awareness and LeadTACTICS ARE Generation Growth GapEFFECTIVE AT between a B2BDIFFERENT Marketer and a non-MarketerSTAGES Focus: Marketing Basics, Sales Support and Product Development Time Conceptual 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 12
  • 14. WHERE IS THE ROIGUIDELINETWO – CUSTOMERSStart with the Existing Newhighest ROI andwork down the PRODUCTS / SERVICES Newlist from there –highest ROI isnot usually where 2 # 4 ROIyou think it is Existing #1 ROI 3 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 13
  • 15. INTEGRATE TACTICSGUIDELINE No B2B marketing tactic is a silver bullet. EachTHREE– one is stronger when used with others.INTEGRATE Situation A: • $15,000 Tradeshow investment • Booth, staffed 3 days, take cards, sales follow ups • 45 leads; 4 deals within 6 months @ $20k each • $80k new sales (ROI 433%) Situation B • $15,000 Tradeshow investment – same as above • $8,000 content / tool investment (case studies, demo video, webinar) • $4,000 coordination investment – • Pre-show email campaign, at-show scheduled meetings, post-show lead nurturing campaign • 65 leads, 9 deals within 6 months • $180k new sales (ROI 567%) 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 14
  • 16. IT’S ALL ABOUT CONTENT Which content tools do you use? Sales collateral Industry presentationsn = 33 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 15
  • 17. WHICH TACTICSHow many Acetechers use the following tactics? The 3:1 Rule Exert 3 times as much effort promoting your content as you do creating your content. n = 33 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 16
  • 18. WHICH TACTICS WORK BEST Marketing Profs 2012 StudyAceTech respondents indicating tactic is ‘Very Effective’ 29% 26% 20% 19% 13% 16% 13% n = 1745 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 17
  • 19. CASE STUDIES General Tips: • Vital for demonstrating track record in B2B • More than 1 case study needed • Aim for 3 – 8, choose based on: • biggest / most impressive customers • best business results – $, %, and #DEVELOPING • marketing goals – messages, industriesAND USING • Framework: Customer, Challenge, Solution, ResultsCASE STUDIES • 1 – 2 pages, standard format for all • Testimonials, customer logo, snappy title • Getting them done: • Ask permission of client • Do interview (30 – 60 mins) • Create draft and review with client • Graphic design • Pay sales rep $500 to get them done • Above all else, use them: • Sales support, website (not gated), industry presentations, webinars, articles, email campaign or newsletter. 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 18
  • 20. PUBLIC RELATIONS Tips: • It’s gShiftLabs’ secret weapon • Integrate with other tactics (SEO, PPC, shows, speaking, etc) • Set goals up front and make a plan • Write a blog first and include backlinks to your main site • Send blog to industry blog sites – get pick upGETTING AND • Distribute blog to email subscribersGROWING PR • Write a whitepaper / other content • Promote it via paid • 1 – 2 weeks later distribute optimized press release through PRWeb and industry 2000+ leads database. Include backlinks to site. • Use gShift to track metrics • Results: • 1405 downloads, 26,000 impressions for press release, 2000+ leads 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 19
  • 21. FUNDING Export Market Access www.exportaccess.ca • $30K grant (50% of expenses) for international trade shows. Can get twice a year • 5-500 employees, revenue over $500K, be incorporated for at least 2 years • Must get acceptance before you spend any money IRAP – ARP (talk to your ITA) • $50k grant (up to 75% of 3rd party expenses and 100% of internal labour) • Market research, competitive intelligence, feasibility study, implementationGOVERNMENT CME SMART Prosperity Now www.cme-smart.caFUNDING • $75K grant (or 33% of expenses) for international marketing, foreign market orientation • Min 15 employees, incorporated at least 2 years, have manufacturing operations in Ontario Going Global Innovation www.tradecommissioner.gc.ca/eng/science/going_global.jsp • $75K grant (75% of expenses) to explore int’l collaboration to bring a new product to market • Science, technology and innovation companies • Sales less than $50M, less than 500 employees Small Business Internship Program www.ic.gc.ca/eic/site/sbip-pspe.nsf/eng/home • 12-week ($10K max) wage subsidy to hire intern to help with online marketing 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 20
  • 22. MARKETING BUDGETS Marketing Budget as a percentage of Budget Allocation gross revenue, including personnel: Average spent on Marketing: <50 employees 50 – 499 employees 500+ employees $263k $1.2M $15.6M • Companies with a direct sales model spend less than those with a mixed distributor / direct model • Companies who have a pure B2B model spend less than those who have a B2B2C model2012 B2B Marketing Benchmark Report (Marketo and MarketingProfs) 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 21
  • 23. 10 USEFUL TOOLS130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 22
  • 24. TOOLS GWABBIT 99DESIGNS Grabs contacts from Hosts contests to get high email address blocks and quality graphic design converts them to Outlook (logos, websites, templates) contacts. $20 download. at great prices. Starting $295. www.gwabbit.com www.99designs.com130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 23
  • 25. TOOLS GSHIFTLABS HUBSPOT Web presence optimization Blog, landing pages, lead software – SEO, nurturing, SEO, analytics. competitive insights, Starting $750/mo. keyword strategies, analytics & more. Starting $99/mo. Grade effectiveness based on 50 var’s. Free. www.gshiftlabs.com www.hubspot.com130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 24
  • 26. TOOLS HOOTSUITE COMPETITRACK Manage your social media Advertising and accounts through one spend tracking. platform. Free | $6/mo. Per ad pricing. www.hootsuite.com www.competitrack.com130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 25
  • 27. TOOLSMENTORWORKS VIRTUAL TRADE COMMISSIONER Information and support Research and sales for government funding support for export programs. markets. http://www.tradecommissioner.gc.ca/eng/ www.mentorworks.ca virtual-trade-commissioner.jsp130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 26
  • 28. TOOLSSCHEDULICITY INTERVALS Online appt SAAS time-tracking, scheduling. useful reports. $20/mo. $19/mo. For 15 projects. www.schedulicity.com www.myintervals.com130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 27
  • 29. THANK YOULisa Shepherd, The Mezzanine Group MezzLisa(416) 937-8376lshepherd@themezzaninegroup.com MezzLisahttp://www.profitguide.com/blog/lisashepherd 130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 28

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