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.

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Practical B2B Marketing for AceTech Ontario

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. 10 USEFUL TOOLS130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 22
  24. 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. 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. 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. 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. 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. 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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