Product launch and
cross-sales towards
existing customers
Pipeline Marketing™

Fredrika (1996-2013)
•
•
•
•
•
•
•
•

Lansering emfas cd-rom
Byggt WAP tjänst, rekryteringsföretag
Af...
Pipeline Marketing™
Pipeline Marketing™
Pipeline Marketing™
400+ software, tech and service B2B companies, in 13 countries and 4
continents, growing 50%+ per year, delivering in 100+...
400+ software, tech and service B2B companies, in 13 countries and 4
continents, growing 50%+ per year, delivering in 100+...
Pipeline Marketing™

Agenda
1. Utmaningar/spaningar
Varför är det så svårt att nå ut med tilläggsprodukter och
tjänster ho...
Pipeline Marketing™

Challenges

SALES

MARKETING

PRODUCT

The Pipeline Marketing Company
Pipeline Marketing™

”Spaning”
• Varför har så många B2B företag endast ett erbjudande/kund i mer
än hälften av fallen?

•...
Pipeline Marketing™

Challenge 1: Lack of access

”Orkar inte driva alla dialoger”
”Vill inte gå förbi min kontakt”
Organisation is
easily accesible

Organisation is
easy to buy from
Organisation is
willing to
collaborate with
other suppl...
Source: Sales Executive Council research
The Challenger Sales p. 102

Widespread support
for the supplier across
my organi...
Pipeline Marketing™

100 %

Memory retention

Sales cycles are long, but
customers’ memory is
short….

0%
Meeting

Day 1

...
The world is changing =
new demands on marketing
3 billion searches/day on Google
knowledge workers spend 28 hours/week on...
The Pipeline Marketing Company
The Pipeline Marketing Company

Source: Agile Marketing, Scott Brinker
60% of the sales decision
is made before clients contact
a vendor
More information - less time
Increased competition
Clien...
Pipeline Marketing™

Customer buying process
Identified
problem

Set
objective
+ strategy

Explore
options

Set vendor
cri...
Pipeline Marketing™

Challenge 2: Lack of knowledge…

• Your products, the full offer
• Their own problems and weaknesses
...
Pipeline Marketing™

Challenge 3: wrong position?
But you’re not
THAT type of
company…”

The Pipeline Marketing Company
Pipeline Marketing™

Over 50% buy less than 50% of the total portfolio

The Pipeline Marketing Company
Diskussion
Vänd dig om och diskutera med grannen till höger i 4 min:

 Hur ser matrisen ut hos er?
Hur många % av er kund...
Diskussion
Vänd dig om och diskutera med grannen till höger i 4 min:

 Fundera på varför ni tagit era existerande produkt...
Pipeline Marketing™

Driving forces
1. Lönsamhet
2. Lojalitet
3. Hindra konkurrenter

The Pipeline Marketing Company
Solution
How can digital channels be used for product launch
and cross-sales toward existing customers?
Pipeline Marketing™

Challenges

1. Lack of access

2. Lack of knowlege

”But you’re not THAT
type of company…”
3. Lack of...
Long sales cycles - customer lifetime
- frequency
eDM
/E-mail

Meeting

0%

Proposal

Decision

Competitive activity

Webs...
Channels & tactics?
• Content Marketing
• Pipeline Marketing

• Marketing Automation
• Sales Intelligence
• Social Selling...
First decide what to change
THEN with whom…

The Pipeline Marketing Company
Pipeline Marketing™

Pipeline Marketing
Run marketing towards the
whole buying organisation
Pipeline Marketing™

Advertise…
Only to people working in the
organisations you choose.

Marketing towards the buying orga...
Media coverage ex from Sweden

The Pipeline Marketing Company
Pipeline Marketing™

Advertising, films, social media, articles are
targeted to the buying organisation
Case IBM
right positioning to increase
sales on existing customers
IBM situation (selected banks and insurance companies)

• Already installed footprint – well known
within IT
• War of reli...
Pipeline Marketing™

Banner pushing references and raising questions

The Pipeline Marketing Company
Pipeline Marketing™

Video about how the international banks become
social using IBM

The Pipeline Marketing Company
Pipeline Marketing™

Content feed through Twitter in a banner

The Pipeline Marketing Company
Pipeline Marketing™

Download banner promoting 3 reports about
banks (customers and sales/marketing channels)

Marketing t...
Case VITEC
Create a feel of urgency not
to use more products
Pipeline Marketing™

Situation

• Vitec is a Swedish software company that has been active in the market for
25 years
• bu...
Pipeline Marketing™

Which products do existing customers buy
today?
Which products could be sold to which existing
custom...
Pipeline Marketing™

One banner was created for each of Vitec’s products in different
customer categories (Energy, Economy...
Pipeline Marketing™

One banner was created for each of Vitec’s different customer segment

Vitec/privata fastighetsbolag
...
Pipeline Marketing™
Pipeline Marketing™

Facebook targeting your prioritised accounts

The Pipeline Marketing Company
The Pipeline Marketing C...
Pipeline Marketing™

Targeted advertising…
Only people working in the
organisations you choose.

Marketing towards the buy...
Pipeline Marketing™

Targeted advertising with
targeted messages
Different clients need different products = different
mes...
Pipeline Marketing™

The Pipeline Marketing Company
Quick Summary
Pipeline Marketing™

Visualize your cross sales potential

Master digital channels
to increase knowledge
Pipeline Marketing™

Right positioning

”They are exactly
THAT
type of company!”

The Pipeline Marketing Company
Pipeline Marketing™

Targeted digital marketing for product launch
and cross-sales towards existing customers?
1.

Help th...
Pipeline Marketing™

Inspiration

SALES

MARKETING

PRODUCT

The Pipeline Marketing Company
Thanks!
fredrika.bennison@vendemore.com
linkedin.com/company/vendemore
vendemore.com
Vendemore Pres Event Conductive "Strategic Product Management"
Vendemore Pres Event Conductive "Strategic Product Management"
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Vendemore Pres Event Conductive "Strategic Product Management"

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This is a presentation used at Conductive event "Strategic Product Management" explaining how targeted digital marketing can be used to launch products to existing customers.

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Vendemore Pres Event Conductive "Strategic Product Management"

  1. 1. Product launch and cross-sales towards existing customers
  2. 2. Pipeline Marketing™ Fredrika (1996-2013) • • • • • • • • Lansering emfas cd-rom Byggt WAP tjänst, rekryteringsföretag Affärsdrivande webplatser, Mogul Marknadsansvarig, Appgate (It-säkerhet/Cryptzone) Founder reklambyrå, Fabric Effektiv produktlansering, Boman Communication Varumärkesstrategi, Exportrådet Marketing Manager, Vendemore
  3. 3. Pipeline Marketing™
  4. 4. Pipeline Marketing™
  5. 5. Pipeline Marketing™
  6. 6. 400+ software, tech and service B2B companies, in 13 countries and 4 continents, growing 50%+ per year, delivering in 100+ countries The Pipeline Marketing Company The Pipeline Marketing Company
  7. 7. 400+ software, tech and service B2B companies, in 13 countries and 4 continents, growing 50%+ per year, delivering in 100+ countries • • • • • Complex deals Long sale cycles Many different products Many markets Limited target group …and a limited budget… The Pipeline Marketing Company The Pipeline Marketing Company
  8. 8. Pipeline Marketing™ Agenda 1. Utmaningar/spaningar Varför är det så svårt att nå ut med tilläggsprodukter och tjänster hos befintliga kunder? 2. Diskussion Hur ser det ut i er organisation? 3. Case Hur några av våra kunder har ökat försäljning på befintlig kundbas The Pipeline Marketing Company
  9. 9. Pipeline Marketing™ Challenges SALES MARKETING PRODUCT The Pipeline Marketing Company
  10. 10. Pipeline Marketing™ ”Spaning” • Varför har så många B2B företag endast ett erbjudande/kund i mer än hälften av fallen? • Varför är det så svårt för KAM att nå ut med tilläggs produkter/tjänster? • Varför är det svårt att ta förvärvade produkter och tjänster till befintliga kunder? Lönsamhet Konkurrens The Pipeline Marketing Company
  11. 11. Pipeline Marketing™ Challenge 1: Lack of access ”Orkar inte driva alla dialoger” ”Vill inte gå förbi min kontakt”
  12. 12. Organisation is easily accesible Organisation is easy to buy from Organisation is willing to collaborate with other suppliers Widespread support for the supplier across my organisation Provides the best value for the best price Flexible in adjusting to unique product needs The Pipeline Marketing Company
  13. 13. Source: Sales Executive Council research The Challenger Sales p. 102 Widespread support for the supplier across my organisation Organisation is easy to buy from Provides the best value for the best price Widespread support for the supplier isacross Organisation is Organisation easily accesible willing to collaborate my organisation Flexible in adjusting to unique product needs with other suppliers The Pipeline Marketing Company
  14. 14. Pipeline Marketing™ 100 % Memory retention Sales cycles are long, but customers’ memory is short…. 0% Meeting Day 1 Day 7 Day 30 Time The Pipeline Marketing Company
  15. 15. The world is changing = new demands on marketing 3 billion searches/day on Google knowledge workers spend 28 hours/week online writing emails & searching for information by knowledge workers McKinsey Global Institute 2013 The Pipeline Marketing Company
  16. 16. The Pipeline Marketing Company The Pipeline Marketing Company Source: Agile Marketing, Scott Brinker
  17. 17. 60% of the sales decision is made before clients contact a vendor More information - less time Increased competition Clients first decide what to change. Then with whom… The Pipeline Marketing Company
  18. 18. Pipeline Marketing™ Customer buying process Identified problem Set objective + strategy Explore options Set vendor criteria Examine alternatives Plan & Implement Measure result Validate Develop solution Negotiate & Close Implement Solutions Measure results Sales process Identify Qualiify The Pipeline Marketing Company
  19. 19. Pipeline Marketing™ Challenge 2: Lack of knowledge… • Your products, the full offer • Their own problems and weaknesses The Pipeline Marketing Company
  20. 20. Pipeline Marketing™ Challenge 3: wrong position? But you’re not THAT type of company…” The Pipeline Marketing Company
  21. 21. Pipeline Marketing™ Over 50% buy less than 50% of the total portfolio The Pipeline Marketing Company
  22. 22. Diskussion Vänd dig om och diskutera med grannen till höger i 4 min:  Hur ser matrisen ut hos er? Hur många % av er kundbas köper hela erbjudandet? Hur många % köper bara en eller två produkter (50% av erbjudandet eller mindre)? Ge er själva en möjlighet till reflektion…. Prata nuläge - gå INTE in på lösningar.
  23. 23. Diskussion Vänd dig om och diskutera med grannen till höger i 4 min:  Fundera på varför ni tagit era existerande produkter till marknad, vilka är de vanligaste motiven? Prata nuläge - gå INTE in på lösningar.
  24. 24. Pipeline Marketing™ Driving forces 1. Lönsamhet 2. Lojalitet 3. Hindra konkurrenter The Pipeline Marketing Company
  25. 25. Solution How can digital channels be used for product launch and cross-sales toward existing customers?
  26. 26. Pipeline Marketing™ Challenges 1. Lack of access 2. Lack of knowlege ”But you’re not THAT type of company…” 3. Lack of positioning/wrong position The Pipeline Marketing Company
  27. 27. Long sales cycles - customer lifetime - frequency eDM /E-mail Meeting 0% Proposal Decision Competitive activity Website visit Customer attention 100% Cold call Vulnerable to competition The Pipeline Marketing Company
  28. 28. Channels & tactics? • Content Marketing • Pipeline Marketing • Marketing Automation • Sales Intelligence • Social Selling • Event Companies who can intertwine these emerging trends with changing customer behavior will be able to achieve sales excellence • Traditional marketing The Pipeline Marketing Company
  29. 29. First decide what to change THEN with whom… The Pipeline Marketing Company
  30. 30. Pipeline Marketing™ Pipeline Marketing Run marketing towards the whole buying organisation
  31. 31. Pipeline Marketing™ Advertise… Only to people working in the organisations you choose. Marketing towards the buying organisation during the sales cycle The Pipeline Marketing Company
  32. 32. Media coverage ex from Sweden The Pipeline Marketing Company
  33. 33. Pipeline Marketing™ Advertising, films, social media, articles are targeted to the buying organisation
  34. 34. Case IBM right positioning to increase sales on existing customers
  35. 35. IBM situation (selected banks and insurance companies) • Already installed footprint – well known within IT • War of religions with other IT vendors like Microsoft and Oracle • The IBM brand is strongly related to ”tech” IBM wishes (selected banks and insurance companies) • Relate IBM with marketing offerings • Influence the whole decision group • Educate around IBMs offering The Pipeline Marketing Company
  36. 36. Pipeline Marketing™ Banner pushing references and raising questions The Pipeline Marketing Company
  37. 37. Pipeline Marketing™ Video about how the international banks become social using IBM The Pipeline Marketing Company
  38. 38. Pipeline Marketing™ Content feed through Twitter in a banner The Pipeline Marketing Company
  39. 39. Pipeline Marketing™ Download banner promoting 3 reports about banks (customers and sales/marketing channels) Marketing towards the buying organisation during the sales cycle The Pipeline Marketing Company
  40. 40. Case VITEC Create a feel of urgency not to use more products
  41. 41. Pipeline Marketing™ Situation • Vitec is a Swedish software company that has been active in the market for 25 years • business systems and specialized consulting services for real estate management and energy monitoring- and targeting • Both public and the private sector Problem • How can we persuade our customers to purchase more than just a few products from our portfolio?
  42. 42. Pipeline Marketing™ Which products do existing customers buy today? Which products could be sold to which existing customers in the future?
  43. 43. Pipeline Marketing™ One banner was created for each of Vitec’s products in different customer categories (Energy, Economy, Management etc.) Vitec/teknisk förvaltning Vitec/prognos
  44. 44. Pipeline Marketing™ One banner was created for each of Vitec’s different customer segment Vitec/privata fastighetsbolag Vitec/kommunala bolag
  45. 45. Pipeline Marketing™
  46. 46. Pipeline Marketing™ Facebook targeting your prioritised accounts The Pipeline Marketing Company The Pipeline Marketing Company
  47. 47. Pipeline Marketing™ Targeted advertising… Only people working in the organisations you choose. Marketing towards the buying organisation during the sales cycle The Pipeline Marketing Company
  48. 48. Pipeline Marketing™ Targeted advertising with targeted messages Different clients need different products = different messages and “proof of concept” • • • • Problems/Headaches (urgency!) References from the customer’s own industry Market leadership Knowledge (articles, films, infographs) The Pipeline Marketing Company
  49. 49. Pipeline Marketing™ The Pipeline Marketing Company
  50. 50. Quick Summary
  51. 51. Pipeline Marketing™ Visualize your cross sales potential Master digital channels to increase knowledge
  52. 52. Pipeline Marketing™ Right positioning ”They are exactly THAT type of company!” The Pipeline Marketing Company
  53. 53. Pipeline Marketing™ Targeted digital marketing for product launch and cross-sales towards existing customers? 1. Help the customer to identify the right problem & create an urgency for the problem – “public oppinion” 2. Grow the network of contacts – access to all decision makers 3. Increase product knowledge (content marketing, ref case etc.) 4. Affect your positioning – your “rumour” The Pipeline Marketing Company
  54. 54. Pipeline Marketing™ Inspiration SALES MARKETING PRODUCT The Pipeline Marketing Company
  55. 55. Thanks! fredrika.bennison@vendemore.com linkedin.com/company/vendemore vendemore.com

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