Giving And Taking In B2B Marketing

“Got to give to get” get” Ideas for a new marketing reality www.mokummarketing.com 1

Sharing ideas Today, business people have a lot of choice and not a We research, consult, create and execute with only one lot of time. Just like you. purpose: help you create profitable relationships with customers, prospects, staff, potential employees and investors. There are significant changes taking place in Business to Business marketing, effecting what works, and what doesn’t work. This paper outlines some of our ideas about what these changes are, and how we believe you can capitalise on them. If they strike a chord with you, let’s continue the conversation, in the context of your business and your circumstances. David Koopmans – Director Mokum Marketing www.mokummarketing.com 2

Change is happening at a rapid pace What has worked for years is losing its effectiveness The opportunity Recognising the change in the environment offers you a Our business world today is hyper- significant opportunity to improve marketing connected, over-communicated performance and effectiveness. and highly competitive. There is more choice for every The results should be: product or service. There is more • Stronger relationships with your market and potential communication, delivered through employees more channels, creating more “noise” than ever before. • Improved “word of mouth” promotion around your brand On top of that, we have less time (and less patience) • Improved differentiation from your competitors than ever before. We do more work with fewer people, • More value from your marketing budget constantly trying to balance priorities. • Improved “share of wallet” from existing customers As a result, traditional marketing techniques are starting to fail. People reject the interruptions, are allergic to spin and are increasingly throwing up walls that become harder and harder to penetrate. www.mokummarketing.com 3

Two things most people agree on in B2B marketing… 1. Relationships are everything 2. Word of mouth is the most effective form of marketing They always have been of course. There is considerable evidence that when people are looking to make a business buying decision, their most What has changed is that it is increasingly hard to start important influences are from other people, not you. these relationships, and easier to lose them to competitors. • People put up higher and higher walls to block out interruptions, so how do we engage people more Customers effectively, on their terms? Prospects • How do you ensure you maintain a conversation, even with people who are not ready to buy/join? • How do we find better ways to gain their trust and • So how do you make sure that your story spreads? respect? • What are the opportunities to turn customers into active advocates? www.mokummarketing.com 4

1. Relationships In our efforts to filter out the “noise” we focus on More value – continually engage this targeted audience by information and approaches that are most relevant to our sharing your fresh ideas, your specific experience and circumstances, and offer us the most value Everything value. personalised, valuable offers. else gets ignored. Create something that is not just “promotion” (for the On top of that, we want to move at our own pace So why pace. benefit of you) but is useful and valued by the people you not put this at the centre of your relationship building aim to reach. Most companies have significant value to activities? offer but don’t share it effectively. More relevant – invest more time in clarifying exactly who Step by step – allowing people to move at their own pace, the people are that you want to engage, and what assisted by relevant and valuable ideas and expertise is a represents value to them. great way to ensure that you gain trust and respect. These insights into their hearts and minds (as well as your Until we are ready, we don’t want to speak to sales or competitors’) can be done in a practical, workable way. business development people. So until we are ready to talk You don’t have to do a census study, but it does mean specifics, it is much more efficient and effective to offer the getting facts rather than opinions on what your customers tools and information that will guide us down this path. and prospect consider relevant, what your competitors are doing well, how you can improve your relevance to them. From strangers to advocates Awareness Liking Preference Conviction Advocacy www.mokummarketing.com 5

Mouth” 2. “Word of Mouth” To get people to talk about you, the number one marketing the The number two strategy is to make sure this story strategy is to make sure your clients think you are spreads. There are a plenty of ways to do this once you remarkable. Hands down. have evidence, like quality case studies on topics that your prospects are interested in. Actively seeking your customers’, partners’ and staff input into what can you can do to improve your value (and taking You can then deliver them through targeted forums, key action if it makes sense) provides a key input into creating industry publications and of course, the internet. a more valuable brand. There are key opportunities to start driving your own low From strangers to advocates cost PR activities by leveraging the unique opportunities offered through the Internet; the second most likely place Awareness Liking Preference Conviction Advocacy your prospects will look for information after their network. Customers Prospects www.mokummarketing.com 6

Opportunity? We don’t pretend to know what you need, without having a Key services we offer are: good discussion about your goals, your current strategies Opportunities & Insights and constraints. Opportunity evaluation, market analysis, competitor analysis, customer insights What we can say is that we will spend time with you to simply test some of this thinking together, before there is Planning & Strategy input any commercial arrangement. Planning facilitation, strategy input, management support, marketing plan documentation Our skills are in B2B marketing, in particular in research, Creating Materials & Tools strategy development and marketing communications. Brand development, sales support materials, We see our job as helping you identify the best communications materials, digital marketing tools opportunities for improvement and implement these for Campaign Execution you. Online strategy, direct marketing, email marketing, Telemarketing, event management Some of the projects are small, some are larger. That’s fine with us, as long as we deliver something you will talk to others about in a positive way. www.mokummarketing.com 7

About Mokum “We hired David from Mokum to work with us on our product David Koopmans presence. He and his team developed new collateral, helped refine our message and generally helped us sharpen the saw. A great Director team!” Mokum Marketing 1/1 Queens Road, Melbourne Robert Ward - Managing Director, Interact Pacific David@mokummarketing.com When Unico needed a new image to support our growth strategy, 03 9391 9568 David helped us to clarify our market positioning, develop a strong 0400 188 201 brand image, and then take the message to the world in a range of www.mokummarketing.com new marketing collateral including a new website. David's marketing www.mokummarketing.com/blog insights provided a guiding beacon for us throughout this process, and his consultative approach ensured that the team bought into decisions as they were made.” Peter Haasz - Manager Strategy and Business Development, UNICO www.mokummarketing.com 8

Giving And Taking In B2B Marketing

by David Koopmans on Sep 25, 2007

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