How to use targeted advertising to support B2B sales: Vendemore @B2B Marketing Day 2014

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Vendemore´s presentation on how targeted advertising can be used to increase cross-selling for B2B.

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How to use targeted advertising to support B2B sales: Vendemore @B2B Marketing Day 2014

  1. 1. Christopher     Engman   CEO  Vendemore   Christopher.engman@vendemore.com     Fredrika   Bennision   CMO  Vendemore   Fredrika.bennison@vendemore.com    
  2. 2. Best  Prac=ce     How  to  use  new  technology  like   targeted  online  adver=sing  to   support  B2B  sales?    
  3. 3. 450+  soIware,  tech  and  service  B2B  companies,  in  14  countries  and  4   con=nents,  growing  50%+  per  year,  delivering  in  100+  countries     The Pipeline Marketing Company
  4. 4. Pipeline  Marke=ng™   Widespread  support     for  the  supplier  across     my  organisa=on   Organisa=on  is     easily  accesible   Organisa=on  is     easy  to  buy  from   Organisa=on  is     willing  to  collaborate     with  other  suppliers   Provides  the     best  value  for     the  best  price   Flexible  in  adjus=ng     to  unique  product  needs   Widespread  support     for  the  supplier  across     my  organisa=on   Source:     Sales  Execu=ve  Council  research   The  Challenger  Sale  p.  102  
  5. 5. The Pipeline Marketing Company How to engage the unengaged?
  6. 6. Pipeline  Marke=ng™   Lack  of  access  
  7. 7. The Pipeline Marketing Company Brand  sensi=vity…   ….is  higher  in  complex  and  distributed  B2B   purchasing  than  in  consumer  products   (Bondesson)     Pipeline  Marke=ng™  
  8. 8. The Pipeline Marketing Company Target  your  message  online:   Only  people  working  in  the   organisa=ons  you  choose.     Marke=ng  towards  the  buying  organisa=on  during  the  sales  cycle   Pipeline  Marke=ng™  
  9. 9. Adver=sing,  films,  social  media,  ar=cles  are   targeted  to  the  buying  organisa=on   Pipeline  Marke=ng™  
  10. 10. The Pipeline Marketing Company Successful  applica=ons  (B2B  complex  selling):     Cross-­‐selling   Lead  genera=on   Channel  sales   Pipeline  accelera=on   Pipeline  Marke=ng™  
  11. 11. Customer  Case   Best-­‐prac=ce     Cross-­‐Selling  
  12. 12. The Pipeline Marketing Company ERP-­‐system  supplier  for  the  real  estate  industry     A  part  of  the  sales  processes  never  go  beyond  the  first  mee=ng  since  the   client  can’t  manage  the  internal  selling  to  engage  in  a  buying  process.     Hard  to  create  urgency  within  the  clients  organisa=on       Pipeline  Marke=ng™   Cross-­‐selling  customer  case:  
  13. 13. The Pipeline Marketing CompanyThe Pipeline Marketing Company Vitec,  a  cross  selling  case     Marke=ng  towards  the  buying  organisa=on  during  the  sales  cycle   Pipeline  Marke=ng™   Constr.   comp.   Mun.  Real   est.   Private   Real  est.   References   Energy   Cons.   Customer   service   Forecast  Modules/   Pain  areas   Service   staff   Constr.   comp.   Energy   Cons.   Forecast   Green  example:  a  construc=on  company  lacking  the   energy  solu=on  and  the  forecas=ng  module  
  14. 14. The Pipeline Marketing Company Matching  “pain”,  product  &  refence       Pipeline  Marke=ng™  
  15. 15. The Pipeline Marketing CompanyThe Pipeline Marketing Company Results  cross-­‐selling  case     Marke=ng  towards  the  buying  organisa=on  during  the  sales  cycle   Pipeline  Marke=ng™   Management  improved  their  result  in  2013,  in  rela8on  to  2012,  by   almost  80  %.     “In  2013  we  increased  our  cross-­‐selling  by  20%   from  companies  targeted  by  Vendemore”   -­‐  Magnus  Persson,  Sales  and  Marke=ng  Director,  Vitec.       To  sell  more  products  to  exis=ng  customers  has  always  been  Vitecs     business  strategy  but  with  Vendemores  solu=on  we  were  able  to   increase  sales  and  work  with  business  opportuni=es  in  a  much  more   efficient  way.          
  16. 16. The Pipeline Marketing Company 1.  Set  clear,  and  measureable   business  objec=ves     2.  Select  one  product/service/   customer  ver=cal  segment   3.  A  handful  of  sales  people   4.  An  abbreviated  list  of  poten=al   customers   5.  Review  the  outcome   6.  “Adapt  and  go”  for  scaling  it  up   Recommenda=on  1:   Map  cross-­‐selling  poten=al  &   Narrow  your  focus      
  17. 17. The Pipeline Marketing CompanyThe Pipeline Marketing Company Recommenda=on  2:   Lunch  and  learn  –  Sell  to  many   already  from  the  start       Pipeline  Marke=ng™  
  18. 18. The Pipeline Marketing CompanyThe Pipeline Marketing Company Recommenda=on  3:   LinkedIn  connec=ons  and   discussions           -­‐  Visit  the  profiles   -­‐  Add  with  a  personal  invite   -­‐  Ask  a  short  engaging  ques=on   -­‐  Comment  on  a  post   Pipeline  Marke=ng™  
  19. 19. The Pipeline Marketing Company Neil Stoneman Velocity Partners Recommenda=on  4:   Engaging  content   Pipeline  Marke=ng™  
  20. 20. The Pipeline Marketing CompanyMarke=ng  towards  the  buying  organisa=on  during  the  sales  cycle   Ar=cle  ads  have  higher  impact   10x  
  21. 21. Marke=ng  towards  the  buying  organisa=on  during  the  sales  cycle   Content  ads  are  more   interes=ng  than  tradi=onal  ads  
  22. 22. Marke=ng  towards  the  buying  organisa=on  during  the  sales  cycle   Survey  ads  trigger  discussions  
  23. 23. Content  video-­‐ads   -­‐  Create  ”pain  awareness”   -­‐  Tes=monials    
  24. 24. 29  days  with  no  adver=sing  followed  by  a  29  days  with   targeted  adver=sing,  everything  else  the  same.     High  engagement     -­‐  over  a  long  period  of  =me  
  25. 25. 1. Target 2. Engage 3. Nurture 4. Convert Targeted  distribu=on  of   content  that  engage   your  customers  over  a   long  period  of  =me.  
  26. 26. Targeted  adver=sing  +   Marke=ng  Automa=on  
  27. 27. Pipeline Marketing + Content Marketing Pipeline  Marke=ng™   ENGAGED   UNENGAGED   Marketing Automation + Content Marketing
  28. 28. www.vendemore.com/knowledge

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