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MCG - How to make Marketing Sexy

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This was an adaptation of a presentation on "Making B2B Sexy", that was specifically tailored for the CEO Group, Vistage, presented on 10.22.13. …

This was an adaptation of a presentation on "Making B2B Sexy", that was specifically tailored for the CEO Group, Vistage, presented on 10.22.13.

Thanks to all those who attended and learned how personas, use cases, relationship status and knowing your audience can help drive to make Marketing SEXY!

Published in: Marketing, Business, Career

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  • 1. Make  B2B  Sexy   ! Vistage  CEO’s
  • 2. This is B2B Marketing? #MakeB2BSexy  |  info@demandmcg.com  |  Bre?  Schklar  |  303.325.7423
  • 3. Today’s ONE THING SEXY   =   ATTRACTION   x   MICROTARGETING #MakeB2BSexy  |  info@demandmcg.com  |  Bre?  Schklar  |  303.325.7423
  • 4. Today’s Take-aways • Understanding the rules of attraction   • People buy, companies don’t buy   • Methodology for implementing the rules of attraction #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 5. What is attractive to you? #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 6. What is attractive to you? #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 7. What is attractive to you? #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 8. What is attractive to you? #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 9. What is attractive to you? #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 10. What is attractive to you? ? #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 11. ion Vis The le. princip iding al or gu rm go unchy long-te e and p nd’s orabl T he bra rt, mem terms ho simple d be a s oul tes in will T his sh munica om how you that c sarily tement t n ec es sta go, no ant to you w where re. get the #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 12. n: sio Vi ake m b2b SEXY #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 13. The NING ITIO POS for, and is the br es who y we rib and wh at desc ion is ent th roposit statem A value p . T his rand’s osition e b ue prop what th hat val ieve t uld bel sho tone. ets the ent s statem #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 14. ing: ion sit Po hat? W m eting fir 2B mark rvice B A full se Who? focusing ketplace mar the B2B sses in ne acturing For busi & manuf gy gy, ener technolo on Why? ou can’t ething y om ab, and s the oring, dr 2B is b eting is others, B 2B mark To CG, B ut. To M ome abo write h ! ing alive xiest th se #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 15. The Power of WHO #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 16. s na Pe rso #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 17. The Sales Guy ANATOMY SNAPSHOT Male in his early thirties to forties who is college educated with a BA. He is well spoken with an out-going personality.   He likes to compete almost as much as   he likes to win. While he can be a team player he is more focused on personal performance than other employees. ! worked in high-tech direct sales   Has and understands the business from many sides.   ! very comfortable with Likely Wants access to inventory data so he can understand which partners are able to support deals. Thinking about which partners are performing and which can support his deals. Watches sales carefully to see who is buying and to keep track of his commissions. salesforce.com and likes using it to track sales performance and leads and to get a snapshot of his personal performance.   ! is likely frustrated with how long it He takes to get paid on sales commissions and he wants clear data on how much he has earned in real-time. Concerned about inaccurate sales forecast. #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423 Wants to meet the end customer for every transaction.
  • 18. The Sales Guy Primary  focus  should  be  on  the  ability  to  deliver  faster,  more  accurate   compensaGon,  more  accurate  forecasGng  and  end  customer  visibility. HABITAT Objections Telephone   I  don’t  want  a  soluGon  that  changes  the  way  I  do  things.  I   know  what  I’m  doing.   ! Email   ! LinkedIn   ! Banner Ads / Retargeting   ! Professional Member   ! Organizations   ! Networking Events ! How  do  I  know  your  data  is  as  accurate  as  you  say  it  is?   ! How  can  I  tell  if  your  soluGon  is  customizable  to  match   my  needs?   ! What  is  the  support  model  for  your  soluGon?   ! How  can  I  get  my  channel  partners  to  adopt  this? #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 19. • Example : Whole Foods   • Example : Best Buy #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 20. The Power of WHY   WHAT   WHERE #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 21. s na Pe rso s se a e  C Us #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 22. In Action: Priority Use  Case  1 Use  Case  2 Use  Case  3 Use  Case  4 PrioriGzaGon Persona  1 Persona  2 Persona  3 Persona  4 Persona  5 #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423 Use  Case  5
  • 23. In Action: MCG Example New  CEO New  Product   “Need  a  New   Missing  Sales   MarkeGng   Launch Web  site” Targets Downsized PrioriGzaGon CMO  /   MarkeGng  VP MarkeGng   Manager Sr  VP  Sales  &   Mktg CEO #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 24. In Action: Message Missing  Sales   New  Product   “Need  a  New   New  CEO Targets Launch Web  site” PrioriGzaGon CMO  /   MarkeGng  VP MarkeGng   Manager Sr  VP  Sales  &   Mktg CEO #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423 MarkeGng   Downsized
  • 25. na Pe rso s se a e  C Us s Strategy #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 26. na Pe rso s se a e  C Us s Strategy Product #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 27. The Power of WHEN #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 28. If  Facebook  has  a  relaGonship  status,  why  don’t  you  have  a  relaGonship   status  for  your  prospects?     #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 29. na Pe rso s se a e  C Us s Strategy RelaGonship   #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423 Product
  • 30. na Pe rso s se Demand   Gen a e  C Us s Strategy RelaGonship   #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423 CreaGve
  • 31. 20 Minitargets
 Persona & Use-case Based •   Persona 1, Use Case 2   Persona 1, Use Case 3   Persona 1, Use Case 4   • Persona 1, Use Case 5 • • • Persona 4, Use Case 1 • • Persona 2, Use Case 5 • • • • • Persona 2, Use Case 1 Persona 3, Use Case 5 •   Persona 2, Use Case 2   Persona 2, Use Case 3   Persona 2, Use Case 4   •   Persona 3, Use Case 2   Persona 3, Use Case 3   Persona 3, Use Case 4   • Persona 1, Use Case 1 • Persona 3, Use Case 1 •   Persona 4, Use Case 2   Persona 4, Use Case 3   Persona 4, Use Case 4   • Persona 4, Use Case 5 • • #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 32. 20 Minitargets
 Persona & Elements Based • • Persona 3, Aw • • • • Persona 3, Ex • • Persona 2, Ex • Persona 1, Aw   Persona 3, Fa   Persona 3, Co   Persona 3, Pu     Persona 2, Fa   Persona 2, Co   Persona 2, Pu   • Persona 1, Ex • •   Persona 1, Fa   Persona 1, Co   Persona 1, Pu   • • • Persona 2, Aw •   Persona 4, Fa   Persona 4, Co   Persona 4, Pu   • Persona 4, Ex • • • Persona 4, Aw #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 33. 25 Minitargets
 Use Case & Elements Based •   Use Case 1, Fa   Use Case 1, Co   Use Case 1, Pu   • Use Case 1, Ex • Use Case 4, Aw • • • Use Case 1, Aw •   Use Case 4, Fa   Use Case 4, Co   Use Case 4, Pu   • Use Case 4, Ex • • •   Use Case 2, Fa   Use Case 2, Co   Use Case 2, Pu   • Use Case 2, Ex • • Use Case 2, Aw •   Use Case 3, Fa   Use Case 3, Co   Use Case 3, Pu   • Use Case 3, Ex • • Use Case 5, Aw • • • Use Case 3, Aw •   Use Case 5, Fa   Use Case 5, Co   Use Case 5, Pu   • Use Case 5, Ex • • #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 34. Microtargets 5 Use Cases   x   4 Personas   x   5 Elements   =   100 Microtargets #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423
  • 35. In Action: Relationship Message Awareness Familiarity ConsideraGon Purchase RelaGonship Persona  1  &   Use  Case  1 Persona  1  &   Use  Case  2 Persona  1  &   Use  Case  3 Persona  1  &   Use  Case  4 #MakeB2BSexy  |  info@demandmcg.com  |  Bre8  Schklar  |  303.325.7423 Experience
  • 36. a very sexy thank you! MARKET CREATION GROUP   MAKE B2B SEXY   ! ! brett@demandmcg.com   demandmcg.com/blog