A great package of actionable content for b2b sales and marketing professionals. This presentation was delivered at the VT/NH Marketing Group seminar titled 'Back to School for B2B Marketing' in
A great package of actionable content for b2b sales and marketing professionals. This presentation was delivered at the VT/NH Marketing Group seminar titled 'Back to School for B2B Marketing' in Lebanon, NH.
Back to School for B2B Marketing 9:30 A.M. Introductions 9:45 A.M. B-2-B Marketing Defined 10:00 A.M. Where You Want to Be 10:30 A.M. How You Get There 12:15 P.M. Lunch & Networking 1:00 P.M. Performance Management 1:30 P.M. Open Discussion & Networking
B2B Marketing Defined Discussion – What Is? Botanical vs. Architectural Emotional vs. Logical Sales Process Full Control |-------------------------------------------------------------| No Control
B2B Marketing Defined Define B2B B2B:describes transactions between businesses (manufacturers, wholesalers, retailers, service providers). B2C, B2G, B2I (fine lines) Question: is the volume of transactions higher for B2B or B2C?
B2B Marketing Defined Webster’s Dictionary Define Marketing Marketing: 4 P’s Marketing is EVERYTHING!
Where You Want to Be Start with Vision Adds purpose and context Helps determine meaningful goals and objectives Keeps you on track Helps you say “No” Moves you closer to a leadership position
Where You Want to Be Formalizing Vision Needs to have: Purpose Buy In Simplicity
Where You Want to Be Goal Setting for B2B Marketing (Exercise) Sample Vision: to be the leading brand for plasma cutting technology, online, offline, and around the world. Create one sales and marketing goal for this vision. Was it S.M.A.R.T.? Revise or re-create your marketing goal for this vision.
Where You Want to Be Account Rating A, B, C, Not in Business Blueprint for Growth
Where You Want to Be Account Categorization Acquisition Development Management Blueprint for Growth
Where You Want to Be Positioning based on strengths (personal/sales) Resource proclamation: powerful message that identifies you as a potential resource for addressing clients’ current challenges. Global version and situational versions Exercise: write down your top 3 individual strengths that could add value for your clients and prospects.
Where You Want to Be Positioning based on differentiation (company) Emphasis on value of uniqueness Commoditization of weaknesses List company strengths List problems you solve Work in reverse by asking questions (S. P. I. N. -- issues based)
How You Get There Question: What is the top reason for why a purchasing manager would lose his or her job? First responsibility: keep the business up and running efficiently. Secondary: keep costs down Sales leaders don’t get side-tracked by price
How You Get There CNC - CC = PV CNC = Opportunity Costs + Actual Costs + Hidden Costs (Problems and Implications) CC = Financial + Organizational + Emotional Sales leaders don’t get side-tracked by price
How You Get There Online Migration How much of the average marketing budget shifted from print magazines to search marketing programs last year? <5% 6 – 10% 11 – 15% 16 – 20% 21 – 25% >25% E) 21 – 25% (25%) Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, 2009.
How You Get There Broadcast – What people do while watching TV Source: Frank N. Magid Associates, 2009
How You Get There Email Marketing Which of the of the following do you consider SPAM? Emails of an offensive subject matter Emails from senders who are unknown to me Emails that are filtered into the junk mailbox Emails that intend to trick me into opening them Any email I receive that I did not ask for or subscribe to 71% 76% 45% 83% 73% Source: Epsilon 2009; 2010 Statistical Fact Book, Direct Marketing Association
How You Get There Email Marketing Don’t ‘over-personalize’
How You Get There @ Email Marketing Trends Top 5 trends to watch (best practices): Simple, uncluttered templates Strong call to action Social media integration Personalized, dynamic content Email preference management Source: http://www.strongmail.com/resources/whitepapers/industry-studies-and-reports.php
How You Get There Search Engine Optimization What percentage of marketers have their own web site? What percentage of marketers use organic search engine optimization to improve their rankings on Google, Yahoo! and Bing? 99% 86% Source: Association of National Advertisers (ANA), 2009
How You Get There Search Engine Optimization + Patience Focus: PR + RR + TR
How You Get There Direct Mail Volumes How many direct mail pieces were sent last year? What percent of total USPS volume did that account for? How many catalogs were mailed last year? Was that more or less than ten years ago? The most catalogs ever mailed in history – what year? 91.3B 52% 13.6B Less (14.4B in 1999) 2007: 19.6B Source: 2010 DMA Statistical Fact Book, Direct Marketing Association; USPS
How You Get There Direct Mail Marketing What is the most important DM tool in your prospecting strategy? Discount or price offers Targeted creative copy Targeted prospect lists Offer timing Other 11% 15% 60% 7% 7% Source: Chief Marketer 2010 Prospecting Survey
How You Get There Importance of Mobile 6.8 BB World Population 1.3 BB PC Users How many mobile? 4.6 BB Mobile Users Source: eMarketer, 2009; supported by ABI; BITKOM; Informa; ITU; US Census Bureau, December 2009
How You Get There Web Site Review Hypertherm’s roots date to 1968, when Hypertherm president Dick Couch and Bob Dean made the greatest breakthrough since the initial discovery of plasma cutting fourteen years earlier. They discovered that by radially injecting water into a plasma cutting nozzle, they could create a narrower arc, capable of cutting metal with a speed and accuracy never before seen. In addition, two issues that had plagued the industry from the start–the accumulation of dross and a phenomenon called double-arcing–were virtually eliminated.
How You Get There Web Site Review Morse Data and Datamann announce webinar demos for Ignored Software. “Our two companies realized that there are users of the PCS software solution that have just had their worlds turned upside down” said Datamann Co-Owner and Chief Operating Officer William Mann. “Both Datamann and Morse Data have been providing our customers with exceptional service for over 30 years and it’s hard to imagine what this must be like to the PCS users”, said Mann.
How You Get There Web Site Review – Who’s the photography expert?
How You Get There Web Site Review – Who’s the snowboarder? 9/16/2010: Logic Supply was awarded with one of the fastest growing companies within the technology sector for Vermont. Our Sales Manager, Jeremy Hudson (celebrating his 5th year with the company), accepted the award on behalf of Logic Supply.
How You Get There Web Site Review – Who’s the publishing guru?
How You Get There Now Customer Forgot to turn the torch off Beer CFO Meeting Expense Report Defrag Quota Proposal Customer Complaint Kerf Boss Quota CRM Task Management System Source: overworked and overwhelmed sales representative, 2010.
How You Get There CRM Cheat Sheet Campaigns Leads Accounts Contacts Opportunities Forecasts Reports Cases Solutions Products Tasks Documents Contracts Sales & Marketing Integration Source: http://www.salesforce.com
How You Get There Campaigns Leads Accounts Contacts Opportunities Forecasts Reports Cases Solutions Products Tasks Documents Contracts Customer mindset -- tools for everything else. Source: http://www.salesforce.com
How You Get There Sales Calls What not to do (we… p.u.k.e) …. caution resource proclamation What to do (issues based, asking questions)
How You Get There Quantify value #, $ Example: How much time is spent removing dross from the plasma cutting process? Labor cost Opportunity cost Implications
How You Get There What’s important to the company stakeholders? Economic Decision-makers (define objectives first) Not all the same (cost focus vs. cash focus, vs. ROI vs. strategic) Don’t stereotype the bean counter! NVP = ________________________
How You Get There Efficient closing documents Mail merge content (quantitative) Link account and contact information Link pricing fields and opportunity information Link standard terms and conditions Customized content (qualitative) Client logo Needs Benefits
How You Get There Presentation Prezi overview Get issues and problems on the canvas (brain dump)