Liz Sands - B2B2C
•
0 likes•732 views
Topic: Be an S&M* Queen (or King). Hint and Tips On How to Whip Your B2B Sales and Marketing Relationships into Shape to Make Marketing Magic Happen. (*S&M= Sales and Marketing) - Explore the requirements of the business - Managing differing expectations - Introducing structures and ways of working - Practical examples/ case studies
Recommended
Recommended
More Related Content
What's hot
What's hot (18)
Viewers also liked
Viewers also liked (6)
Similar to Liz Sands - B2B2C
Similar to Liz Sands - B2B2C (20)
More from Edge Global Media Group
More from Edge Global Media Group (20)
Recently uploaded
Recently uploaded (20)
Liz Sands - B2B2C
- 1. Liz Sands B2B Marketing within Financial Services
- 2. 7 steps to whip your B2B Sales and Marketing into shape to help make marketing magic happen. *Sales and Marketing Be an S&M* Queen (or King) Liz Sands
- 3. Firstly a little bit about LV=
- 4. A little bit more about LV=
- 5. Sales Analytical Long-term focus Strategic Pull Creative Fun Marketing The sales and marketing characters Interpersonal Short-term focus Tactical Push Single-minded Rewarded
- 6. How did George Osborne get involved in Dogs vs Tights? Mr Osborne said: “Pensioners will have complete freedom to draw down as much or as little of their pension pot as they want, anytime they want.” “No caps. No drawdown limits. Let me be clear: no one will have to buy an annuity.” Wednesday 19 March 2014
- 7. How did LV= Respond? Analytical Long-term Focus Strategic Push Creative Fun Interpersonal Short-term focus Tactical Pull Single-minded Rewarded Sales Marketing
- 8. LV= at the Heart of Retirement
- 11. 1. Surround yourself with like-minded people
- 12. 2. Grow your marketing and sales around adviser advice processes
- 13. NEW NEW NEWUPDATED NEW NEW Analytical Long-term Focus Strategic Pull Creative Fun Interpersonal Short-term focus Tactical Push Single-minded Rewarded Sales Marketing Supporting advisers in the retirement advice journey
- 14. 3. Create a unified focus on the most valuable advisers
- 15. • Age • GenderDemographic • Postcode • CountryGeographic • Motivations • InterestsPsychographic • Usage • Perceptions/ Beliefs • Previous experiencesBehavioural • Networks • Products • Business levels • Firm size • Business written • % of Business written with LV= Business Analytical Long-term Focus Strategic Pull Creative Fun Interpersonal Short-term focus Tactical Push Single-minded Rewarded Sales Marketing
- 16. 4. Organise your sales and marketing around the adviser needs
- 17. A way to introduce the new proposition
- 18. 5. Integration of knowledge
- 19. Marketing for Advisers Client Communications Advertising and Acquisition Analytical Long-term Focus Strategic Pull Creative Fun Interpersonal Short-term focus Tactical Push Single-minded Rewarded Sales Marketing
- 21. 7. Shared measures of campaigns
- 22. #Dogintights
- 23. B2B Marketing within Financial Services Roundtable Question Successful business Successful marketing How can an SME achieve both? @1_LizSands uk.linkedin.com/in/elizabethsands1marketing
Editor's Notes
- LV= is a leading financial mutual offering a range of insurance, investments and retirement products. We are the UK’s largest friendly society, with more than 5.5 million members and customers. Throughout our 170 year history we have existed to increase the value of our business for our members, by placing our members and customers at the heart of everything we do. Our goal of growing member value is underpinned by our vision to be Britain’s best loved insurer. We believe that developing products that benefit our customers and offering high quality service will translate into enhanced profitability for our members. We approach business in a way that combines the trusted behaviours of a mutual with the competitiveness you would expect from a successful plc. When we started as Liverpool Victoria in 1843, our goal was to give financial security to more than just a privileged few, and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose; helping people to protect and provide for the things they love, although on a much larger scale and through a wider range of financial services including insurance, savings and investments and retirement products. We offer our services direct to consumers, as well as through advisers and brokers, and through strategic partnerships with a wide range of organisations. We also own a number of other financial brands including Britannia Rescue, Highway Insurance, and Frizzell. We now cover key trading lines in insurance, investments and retirement solutions. As part of our transformation, and to ensure we moved with the times, we rebranded in March 2007 and launched LV=. We kept the L and V, mindful of our heritage as Liverpool Victoria, but presented ourselves in a more modern and vibrant light. It’s shorter and more memorable, and the equals sign (=) shows that we are a society of ‘equals’ because we’re owned by our members and we don’t have to answer to external shareholders. The business is split into two distinct areas, with the Life business having the largest proportion of B2B activity.
- The business is split into two distinct areas, with the Life business having the largest proportion of B2B activity. The distribution channels range from direct to consumer, through corporate partners or via intermediaries.
- How do you take the best of each and combine to make the marketing and sales marriage work Sales within Marketing? – Marketing within Sales? Or Equal Measure? When I first started at LV= our head of distribution said that it was all very well marketing doing a lovely job of colouring in and providing numbers regarding page views, open rates and bounce rates – patting yourself on the back, but if the business fails to meet its targets, then we all fail. I had always been resistant to the idea of marketing taking on a sales performance, because marketing were responsible for building the brand, developing reputation, proving credibility of our products and services and ultimately giving advisers what they need to build their businesses. However, marketing are actually intrinsic members of the sales team, and possibly without the marketing function there would be no one to sell to anyway. So to be successful, Sales and Marketing has have Dog and Tights. In March last year, we were having these conversations. Dogs vs Tights… then all of a sudden…
- Quickly! Within 4 hours we had posted videos onto our webpages from our business leaders The following day we hosted an event in London with key industry speakers for advisers to attend Within 2 weeks we had launched a new product 28 days after the budget we launched a new website – a source of information and guidance Shortly after we commenced a multi-channel marketing campaign. But we understood that this was addressing the short-term needs? What could we do to stabilise the business (bearing in mind that annuities contributed to a significant proportion of the business)? So was this activity Dog or Tights? Well, we knew that if we were going to make a difference, we’d need to work in a new way. We followed the Magic 7
- All the things that we have done to support our internal customers – the sales team. And to help place them as the Retirement Specialists. So far LinkedIn posts… 101 people have read the Pathfinder post and 63 people have read the Retirement Account post. x5 weekly webinars 1559 adviser attendees 640 were panelled advisers 134 new adviser contacts Webinar 1 was the best attended, webinar 5 the least 55 advisers dialled in to all 5 73 advisers dialled in to 4 99 advisers dialled in to 3 227 very warm lead and follow up calls/meetings
- Introducing the magic of 7…
- Internal and external Internally, we set up a ‘Consultancy Team’ – a team of specialists from around the business who were empowered to make the right decisions for the business, for advisers and ultimately our clients. Externally, we identified suppliers and agencies who shared our passion and vision. We weren't afraid to bring external suppliers into the Consultancy Team
- Outline the key stages and assign responsibilities and measures of success. Are the adviser/ customer needs met at each key stage? We knew that advisers were in a state of flux with the prospect of the new pension freedoms. We asked ourselves what we could do to make things easier for them? What were they looking for from a provider?
- We realised that to future-proof the business, and to help advisers we need to innovate and develop. Explain each of the sections. So was this activity Dog or Tights? So how did we go about delivering all of this in less than 12 months?
- Marketing can help to identify segments and offer ‘hot prospects’ Sales can help to provide motivators for key segments. Drawing on Touchstone data, historic contact data, sales knowledge combined into CRM Marketing fed back insights into CRM to help influence future activity.
- Provide advisers/ customers with an external single view of the company – not the internal structure. Developed a proposition which helps an adviser. I think there’s an easier way for me to explain…
- When different areas of the business know different things about the adviser/ customer, strategy is weakened. I mentioned earlier about the LV= Retirement Marketing Centre.
- A free and simple way to grow your business and help your clients make the right choices. The LV= Marketing Centre is a flexible online tool which provides a range of pre-designed professional marketing materials that you can create and adapt to your needs in order to engage with clients at any stage of their retirement journey. Main features: Create flyers, posters, emails and press advertisements to help attract new clients Promote the importance of professional advice to clients approaching retirement Case studies to illustrate how different product solutions meet different client needs Client segmentation model and recommended messages for each segment Gives you the ability to ‘copy and paste’ any text into your own materials Marketing user guides to help you build effective marketing campaigns and make the most of the tools on offer Regular updates to content to provide your campaigns with fresh new materials
- If marketing is going to help sales, it’s important to understand experiences first hand. Head out to meet advisers, events, networking, user testing. Listen how sales explain products and proposition
- I’ll show you mine, if you show me yours. Share metrics, the good, the bad and the ugly… But be careful to compare like with like and not to tie all marketing performance to sales performance as a loss of control can create it’s own stress.