B2B Domination: Marketing's huge opportunity to drive profitable growth
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"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
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B2B Domination: Marketing's huge opportunity to drive profitable growth
- 1. Presenter Name: Sean Geehan Date: March / 25 / 2014 B2B Domination: Marketing’s Huge Opportunity to Drive Profitable Growth Hashtag: #B2BDomination
- 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. #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. #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. #B2BDomination Free Downloads Sean Geehan Author, CEO & Founder, Geehan Group Download Abstract Chapter Now 5
- 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. Total Sales: $87 Billion Customers: 600,000,000 Sales: $100 Billion Customers: 4,400 7
- 8. The Fate of B2B Companies Rests in the hands of Just a Few People. 8
- 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 Human Resources Finance Manufacturing Service Back Office Similar in B2B & B2C Different in B2B & B2C Strategy R&D Marketing Sales Go-to-Market
- 11. The official organization Chart 11
- 12. 12
- 13. Source: Study by The Fournaise Marketing Group
- 14. 73%say their marketing executives lack business credibility. Why?Source: Study by The Fournaise Marketing Group 14
- 15. 77% said marketers talk too much brand and not enough revenue. Source: Study by The Fournaise Marketing Group 15
- 16. 74% think marketing focuses too much on trends. Source: Study by The Fournaise Marketing Group 16
- 17. 17
- 18. 72% say marketing can’t demonstrate ROI. Source: Study by The Fournaise Marketing Group 18
- 19. Source: IBM Global CMO Study, 2011.
- 22. CMOs say proving Marketing ROI is the #1factor for marketing’s success and credibility. Source: IBM Global CMO Study, 2011. 22
- 23. 23
- 24. Users Execute Features/Functions Workflow 10% 60% Purchasing 15% 15% User and PurchasingUser and Purchasing 24
- 25. $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% $30 million It would take 10X the amount in transactions to get half the Revenue
- 29. Acquisition Retention Decision Makers Influencers Users/ Purchasing 40%40% Typical Companies Spend the Majority of Their Marketing Budget Acquiring New Customers 60%60%40%40% 60%60%60%60% Spending by Segment Analysis of Marketing Spend 29
- 30. Broad Market Target Market All Customers Top 20 Decision Makers Influencers Users/ Purchasing Typical Companies Spend the Majority of Their Marketing Budget Targeting Non-Decision Makers 70%70% 10%10% 20%20% 35%35% 45%45% 20%20% 30 Spending by Audience Level Analysis of Marketing Spend
- 31. Broad Market Target Market All Customers Top Customers Decision Makers Influencers Users/ Purchasing Acquisition Retention Analysis of Marketing Spend GreatestGreatest ROIROI 4th4th 2nd2nd 3rd3rd 31
- 32. Executive Summit with Decision Makers Conference (Industry/Functional/Issue) with Decision Makers Phone Call w/customer Case Study/White Paper 3rd Party/Analyst Video/written Testimonials Phone Call with Influencer Direct Marketing Social Media Website quotes/testimonials Sales/Product Collateral with Quotes 3rd Party Ratings Site visit with Influencer Customer Blogs User Groups Join Council Co-Design Trade Show Communities 32
- 33. 33 =
- 34. 34
- 35. 35 Consolidated Revenues InUS$Mn 3 Year CAGR: 20%
- 36. Most important Customers Decision maker level Leadership team 36
- 37. Councils enable and deliver: Retention and account growth Industry insight and direction Sales and margin growth Sparks relevant innovation Generates advocacy 37
- 38. 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
- 40. #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
Editor's Notes
- 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