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Back to school for b 2-b marketing

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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.

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  • 1. Back to School for B2B Marketing
  • 2. 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
  • 3. Introductions
  • 4. Introductions
    Name
    Company
    How you spend most of your time at work
    Estimate % of time spent on B2B sales and marketing
  • 5. B2B Marketing Defined
  • 6. B2B Marketing Defined
    Discussion – What Is?
    Botanical vs. Architectural
    Emotional vs. Logical
    Sales Process
    Full Control |-------------------------------------------------------------| No Control
  • 7. 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?
  • 8. B2B Marketing Defined
    Webster’s Dictionary
    Define Marketing
    Marketing: 4 P’s
    Marketing is EVERYTHING!
  • 9. Where You Want to Be
  • 10. 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
  • 11. Where You Want to Be
    Formalizing Vision
    Needs to have:
    Purpose
    Buy In
    Simplicity
  • 12. 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.
  • 13. Where You Want to Be
    Account Rating
    A, B, C, Not in Business
    Blueprint for Growth
  • 14. Where You Want to Be
    Account Categorization
    Acquisition
    Development
    Management
    Blueprint for Growth
  • 15. 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.
  • 16. 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)
  • 17. How You Get There
  • 18. Sales Process
  • 19. How You Get There
    Sales Process
    Do: determine outcomes
    Don’t: talk about products and services
  • 20. How You Get There
  • 21. Don’t get side-tracked on price
  • 22. 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
  • 23. 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
  • 24. B2B marketing tips by channel
    just a few…
  • 25. How You Get There
    Marketing Plan
    Vision
    Goals
    Calendar
    Messaging (Offer Testing)
    Distribution (Channel Testing)
    Feedback
  • 26. How You Get There
    Trends in Prospecting
    • Traditional media giants: 2010E = $223B vs. $28B
    • 27. TV becoming addressable, but attention divided
    • 28. Advertising dollars continue to shift online
    • 29. Email is not just for retention; core to integration
    • 30. Social media and PPC are local favorites
    • 31. Online display advancing and pairs with search
    • 32. Mobile is the future of local marketing (GPS)
    Complexity
    • Multi-channel marketers need understanding
    • 33. Marketing databases required for optimization
  • 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.
  • 34. How You Get There
    Broadcast – What people do while watching TV
    Source: Frank N. Magid Associates, 2009
  • 35. 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
  • 36. How You Get There
    Email Marketing
    Don’t ‘over-personalize’
  • 37. 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
  • 38. How You Get There
    Search Engine Marketing
  • 39. 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
  • 40. How You Get There
    Search Engine Optimization
    + Patience
    Focus: PR + RR + TR
  • 41. 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
  • 42. 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
  • 43. Aggregate Trends
  • 44. How You Get There
    2010 Marketing Tactics
  • 45. How You Get There
  • 46. How You Get There
  • 47. How You Get There
    VT / NH MG Members
    Includes B2C
  • 48. Going Digital
    Radical change -- not required.
  • 49. How You Get There
    Optimize, Test
    Sample
  • 50. Going Mobile
  • 51. 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
  • 52. How You Get There
    Mobile Spending Trend
  • 53. How You Get There
    Mobile Marketing Breakdown
    Source:eMarketer, Yankee Group, Strategic Analytics, Nielsen Mobile, Coda, comScore, and JP Morgan Estimates
  • 54. How You Get There
    Going Mobile
    ‘not just phones’
    Source: comScore Reports March 2010 U.S. Mobile Subscriber Market Share
  • 55. Tools
  • 56. How You Get There
    Media Planning Tools
  • 57. How You Get There
    Audience and Company Research (Free Tools)
    • Web sites (Who’s Who)
    • 58. Alexa (Online Display)
    • 59. List Finder (Direct Mail, Email, Telemarketing)
    • 60. LinkedIn (Social Media)
    • 61. Google Trends (Search Marketing)
    • 62. PR Checker (Search Marketing)
    • 63. Google Toolbar (Search Marketing)
    • 64. Link:URL (Search Marketing
    • 65. Namechk (Social Media)
  • 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.
  • 66. 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.
  • 67. Who’s Who?
  • 68. How You Get There
    Web Site Review – Who’s the photography expert?
  • 69. 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.
  • 70. How You Get There
    Web Site Review – Who’s the publishing guru?
  • 71. Free Tools
  • 72. How You Get There
    Alexa (Top Web Sites)
  • 73. How You Get There
    List Finder (Direct Mail, Email, Telemarketing)
    Source: http://lists.nextmark.com
  • 74. How You Get There
    LinkedIn (Social Media) – Who’s Mr. TV?
  • 75. How You Get There
    Google Trends (Search Marketing)
  • 76. How You Get There
    PR Checker (Search Marketing)
  • 77. How You Get There
    Google Toolbar (Search Marketing)
  • 78. How You Get There
    Link Analysis (Search Marketing)
  • 79. How You Get There
    Social Media – Brand
  • 80. CRM stress reduction program
  • 81. 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.
  • 82. 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
  • 83. 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
  • 84. New contacts – every day…
  • 85. How You Get There
    Building Constituency (Online and Offline)
    • Reach out for a living
    • 86. Do things that may not benefit you
    • 87. LinkedIn profile
    • 88. Stop relying on the same old contacts (obsolescence)
    • 89. Make contact with new people on a daily basis
    • 90. B2B focused relationships
  • Sales Dos and Don’ts…
    Economics and Emotions
  • 91. 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)
  • 92. How You Get There
    Quantify value #, $
    Example: How much time is spent removing dross from the plasma cutting process?
    Labor cost
    Opportunity cost
    Implications
  • 93. 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 = ________________________
  • 94. Presentation efficiency
  • 95. 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
  • 96. How You Get There
    Presentation
    Prezi overview
    Get issues and problems on the canvas (brain dump)
    • Situational issues
    • 97. Problems and implications
    • 98. Needs – Benefits
    Connect your thoughts (sequence)
    • Tell THEIR story
    • 99. Provide your solution
    • 100. Make it THEIR solution
    Be cool (optional)
  • 101. hungry?
  • 102. Performance Management
    Self time management
    Opportunity costs
    Getting to know – getting to ‘no’ – focus on real opportunities
  • 103. Performance Management
    Forecasting --- Excel Exercise
  • 104. Review
    Take-away points
    Goal setting
    Continuous improvement
    Better is better than best (performance not perfection)
  • 105. Review
    What your B-2-B sales and marketing environment could be?
    Google office presentation
  • 106. Contact information
    Chris DeMartine
    LinkedIn: http://www.linkedin.com/in/chrisdemartine
    Email: cdemartine@nextmark.com
    Phone: (603) 643 – 1307 x114
    Blog: http://blog.nextmark.com
    Twitter: https://twitter.com/nextmark