0
Presenter
Name:
Sean Geehan Date: March / 25 / 2014
B2B Domination:
Marketing’s Huge Opportunity to Drive Profitable Growt...
#B2BDomination
Housekeeping
Unmute computer speakers
Slides and recording distributed via email afterwards
Submit question...
#B2BDomination
About the Presenter
 Renowned author of the groundbreaking National Bestseller book,
“The B2B Executive Pl...
#B2BDomination
About Regalix
 An award-winning Co-Innovation company that leverages technology and
marketing to help comp...
#B2BDomination
Free Downloads
Sean Geehan
Author, CEO & Founder,
Geehan Group
Download Abstract Chapter Now
5
#B2BDomination
B2B Marketing Statistics
- 87% marketers plan to increase their budget allocation towards Digital marketing...
Total Sales: $87 Billion
Customers: 600,000,000
Sales: $100 Billion
Customers: 4,400
7
The Fate of B2B
Companies Rests
in the hands
of Just a
Few People.
8
Total Number of Clients: 578Total Number of Clients: 578
Client Revenue Total Revenue
Top 5 Clients 15.3%
Top 10 Clients 2...
10
Human
Resources
Finance
Manufacturing
Service
Back Office
Similar in B2B & B2C Different in B2B & B2C
Strategy
R&D
Mark...
The official organization Chart
11
12
Source: Study by The Fournaise Marketing Group
73%say their
marketing executives
lack business credibility.
Why?Source: Study by The Fournaise Marketing Group
14
77% said marketers
talk too much brand and
not enough revenue.
Source: Study by The Fournaise Marketing Group
15
74% think marketing
focuses too much on
trends.
Source: Study by The Fournaise Marketing Group
16
17
72% say marketing
can’t demonstrate ROI.
Source: Study by The Fournaise Marketing Group
18
Source: IBM Global CMO Study, 2011.
CMOs say proving
Marketing ROI is the
#1factor for marketing’s
success and credibility.
Source: IBM Global CMO Study, 2011...
23
Users
Execute
Features/Functions Workflow
10%
60%
Purchasing 15%
15%
User and PurchasingUser and Purchasing
24
$1 Billion
25
27
customers
3,200
customers
Grow these
accounts by 10%
$70 million
70%
$700
M
30%
$300
M
Grow these
account...
Broad
Market
Target
Market
All
Customers Top Customers
Decision
Makers
Influencers
Users/
Purchasing
26
Acquisition
=
Lower level
small deals
27
Keys to
Tangible B2B
Marketing
ROI 28
Acquisition Retention
Decision
Makers
Influencers
Users/
Purchasing 40%40%
Typical Companies Spend the
Majority of Their M...
Broad
Market
Target
Market
All
Customers Top 20
Decision
Makers
Influencers
Users/
Purchasing
Typical Companies Spend the
...
Broad
Market
Target
Market All Customers
Top
Customers
Decision
Makers
Influencers
Users/
Purchasing
Acquisition Retention...
Executive Summit with Decision Makers
Conference (Industry/Functional/Issue) with Decision Makers
Phone Call w/customer
Ca...
33
=
34
35
Consolidated Revenues
InUS$Mn
3 Year CAGR: 20%
 Most important
Customers
 Decision maker level
 Leadership team
36
Councils enable and deliver:
Retention and account growth
Industry insight and direction
Sales and margin growth
Spark...
38
No Decision
Maker
With Decision
Maker
Retention 72% 90%
Account Growth 4% 12%
Referencable 28% 94%
“Our executive custo...
937-271-3914
@seangeehan
sean@geehangroup.com
39
#B2BDomination
Get in Touch
 If you have any questions about this webinar please feel free to get in touch with us at
mar...
B2B Domination: Marketing's huge opportunity to drive profitable growth
B2B Domination: Marketing's huge opportunity to drive profitable growth
Upcoming SlideShare
Loading in...5
×

B2B Domination: Marketing's huge opportunity to drive profitable growth

337

Published on

"B2B Domination: Marketing's huge opportunity to drive profitable growth" webinar by Regalix.
Presenter: Sean Geehan

Key Takeaways from the webinar:
• Unraveling the differences between B2B and B2C
• Increasing marketing’s credibility with the Leadership team
• Aligning strategies to market needs
• Engaging & leveraging your most valuable customers
• Achieving sustainable, predictable and profitable growth

You can watch the archived version of the webinar by visiting this link - http://bit.ly/1g0CSG2

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
337
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • What’s different with a CAB/Exec Forum? [CLICK]
    It’s a higher level initiative
    Focuses on issues imperative to the organization’s success not just one functional area (outside of the usual silos)
    Allowing it to [CLICK]
    3. Provide a direct LINK to execs and customers of the right level to discuss relevant issues to both’s success.
    4. It also [CLICK] facilitates information cross over across the different functional areas providing the team with a unified view/understanding of the market to cohesively apply throughout various efforts in the different areas of the organization.
  • What’s different with a CAB/Exec Forum? [CLICK]
    It’s a higher level initiative
    Focuses on issues imperative to the organization’s success not just one functional area (outside of the usual silos)
    Allowing it to [CLICK]
    3. Provide a direct LINK to execs and customers of the right level to discuss relevant issues to both’s success.
    4. It also [CLICK] facilitates information cross over across the different functional areas providing the team with a unified view/understanding of the market to cohesively apply throughout various efforts in the different areas of the organization.
  • Advisory Councils
    Growth/Learning
    Top Customers
    Transactional to Partner
    Benefits to HCL
    Retain and grow accounts
    Business insight
    Organizational direction
    Reference-ability
  • Transcript of "B2B Domination: Marketing's huge opportunity to drive profitable growth"

    1. 1. Presenter Name: Sean Geehan Date: March / 25 / 2014 B2B Domination: Marketing’s Huge Opportunity to Drive Profitable Growth Hashtag: #B2BDomination
    2. 2. #B2BDomination Housekeeping Unmute computer speakers Slides and recording distributed via email afterwards Submit questions via the Q&A panel through Go-to-Webinar Hashtag: #B2BDomination 2
    3. 3. #B2BDomination About the Presenter  Renowned author of the groundbreaking National Bestseller book, “The B2B Executive Playbook”, - first book in the market to exclusively focus on running a B2B company.  Recognized expert on B2B leadership, executive market engagement programs and integrating innovation into the strategic planning process to drive long-term and predictable business results.  Recipient of the prestigious Ernst & Young Entrepreneur of the Year award. Has been inducted into the E&Y National Hall of Fame.  CEO and Founder of Geehan Group, a leading professional services company.  Has more than 20 years of extensive experience in the areas of leadership, strategy, sales, marketing and product development. Sean Geehan Author, Founder & CEO – Geehan Group 3
    4. 4. #B2BDomination About Regalix  An award-winning Co-Innovation company that leverages technology and marketing to help companies grow.  Forefront of Innovation o Digital Marketing Services o Technology Enabled Services o Regalix Labs  Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  Fortune 500 and Venture Backed Customers (B2B and B2C)  Global Operations: HQ in Silicon Valley, 2 Offices  Industry Recognition 4
    5. 5. #B2BDomination Free Downloads Sean Geehan Author, CEO & Founder, Geehan Group Download Abstract Chapter Now 5
    6. 6. #B2BDomination B2B Marketing Statistics - 87% marketers plan to increase their budget allocation towards Digital marketing in the next twelve months - 83% marketers believe that Email will continue to be the most effective distribution channel in their marketing mix, followed by Events and Search Engines - 75% marketers believe that Video will be the most effective content asset in the year 2014 - 85% marketers report a decrease in marketing spends on Mobile marketing and offline marketing such as Radio and Television [source: Regalix Research] 6
    7. 7. Total Sales: $87 Billion Customers: 600,000,000 Sales: $100 Billion Customers: 4,400 7
    8. 8. The Fate of B2B Companies Rests in the hands of Just a Few People. 8
    9. 9. Total Number of Clients: 578Total Number of Clients: 578 Client Revenue Total Revenue Top 5 Clients 15.3% Top 10 Clients 24.1% Top 20 Clients 34.2% Top 100 Clients 75% Taken from HCL Technologies’ Fourth Quarter Results FY2013 9
    10. 10. 10 Human Resources Finance Manufacturing Service Back Office Similar in B2B & B2C Different in B2B & B2C Strategy R&D Marketing Sales Go-to-Market
    11. 11. The official organization Chart 11
    12. 12. 12
    13. 13. Source: Study by The Fournaise Marketing Group
    14. 14. 73%say their marketing executives lack business credibility. Why?Source: Study by The Fournaise Marketing Group 14
    15. 15. 77% said marketers talk too much brand and not enough revenue. Source: Study by The Fournaise Marketing Group 15
    16. 16. 74% think marketing focuses too much on trends. Source: Study by The Fournaise Marketing Group 16
    17. 17. 17
    18. 18. 72% say marketing can’t demonstrate ROI. Source: Study by The Fournaise Marketing Group 18
    19. 19. Source: IBM Global CMO Study, 2011.
    20. 20. CMOs say proving Marketing ROI is the #1factor for marketing’s success and credibility. Source: IBM Global CMO Study, 2011. 22
    21. 21. 23
    22. 22. Users Execute Features/Functions Workflow 10% 60% Purchasing 15% 15% User and PurchasingUser and Purchasing 24
    23. 23. $1 Billion 25 27 customers 3,200 customers Grow these accounts by 10% $70 million 70% $700 M 30% $300 M Grow these accounts by 10% $30 million It would take 10X the amount in transactions to get half the Revenue
    24. 24. Broad Market Target Market All Customers Top Customers Decision Makers Influencers Users/ Purchasing 26
    25. 25. Acquisition = Lower level small deals 27
    26. 26. Keys to Tangible B2B Marketing ROI 28
    27. 27. Acquisition Retention Decision Makers Influencers Users/ Purchasing 40%40% Typical Companies Spend the Majority of Their Marketing Budget Acquiring New Customers 60%60%40%40% 60%60%60%60% Spending by Segment Analysis of Marketing Spend 29
    28. 28. Broad Market Target Market All Customers Top 20 Decision Makers Influencers Users/ Purchasing Typical Companies Spend the Majority of Their Marketing Budget Targeting Non-Decision Makers 70%70% 10%10% 20%20% 35%35% 45%45% 20%20% 30 Spending by Audience Level Analysis of Marketing Spend
    29. 29. Broad Market Target Market All Customers Top Customers Decision Makers Influencers Users/ Purchasing Acquisition Retention Analysis of Marketing Spend GreatestGreatest ROIROI 4th4th 2nd2nd 3rd3rd 31
    30. 30. Executive Summit with Decision Makers Conference (Industry/Functional/Issue) with Decision Makers Phone Call w/customer Case Study/White Paper 3rd Party/Analyst Video/written Testimonials Phone Call with Influencer Direct Marketing Social Media Website quotes/testimonials Sales/Product Collateral with Quotes 3rd Party Ratings Site visit with Influencer Customer Blogs User Groups Join Council Co-Design Trade Show Communities 32
    31. 31. 33 =
    32. 32. 34
    33. 33. 35 Consolidated Revenues InUS$Mn 3 Year CAGR: 20%
    34. 34.  Most important Customers  Decision maker level  Leadership team 36
    35. 35. Councils enable and deliver: Retention and account growth Industry insight and direction Sales and margin growth Sparks relevant innovation Generates advocacy 37
    36. 36. 38 No Decision Maker With Decision Maker Retention 72% 90% Account Growth 4% 12% Referencable 28% 94% “Our executive customer programs have proven to be the most effective way to positively impact top and bottom line results.” Jeff Garrity CFO, Services ROI on Decision Maker Customer Programs Results are MeasureableResults are Measureable
    37. 37. 937-271-3914 @seangeehan sean@geehangroup.com 39
    38. 38. #B2BDomination Get in Touch  If you have any questions about this webinar please feel free to get in touch with us at marketing@regalix-inc.com  For more information on Regalix visit: www.regalix.com  For more information on Sean Geehan visit: www.seangeehan.com 40
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×