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B2B and B2C – Different
strokes for different folks
Ben Johnson
Team Lead - Business Unit Marketing
Data#3
B2B MARKETING CHALLENGES
Inexorably
linked to the
Sales process
Need for
earlier
engagement
Risk in
advocacy
(public or
pr...
THE B2B SALES PROCESS
Lead
Plan to
match
needs to
Solution
Discovery
Uncover
needs &
build
vision
Qualify
Agree
evaluate.
...
THE ROLE OF MARKETING
Build
Trust
Thought
Leader
Powerful
Brands
Altruism
Delivering
Insight
Insight Marketing
Using relevant, valuable insight to connect with customers
objectives
Challenging
• Continuously challen...
PRINCIPLES FOR INSIGHT
MARKETING SUCCESS
Min. Requirements
Credible
Helps people understand and pressure
test the idea
Cle...
KEY ELEMENTS OF INSIGHT
Surprises
Sparks
Curiosity
Delivers
Value
Valuable
Insight
ENABLE SALES FOR SUCCESS
Outcomes
Establishing the problem Establishing the solution
Conversation Topics
Problem
Defined t...
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Ben Johnson | EMSA 2010

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B2B and B2C - Different strokes for different folks

Whether you work in a business to business (B2B) or a business to consumer (B2C) organisation, each presents a completely different set of challenges. This session examines two very different approaches to email marketing.

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  • Inexorably linked to the Sales process
    Need for earlier engagement
    Risk in advocacy (public or private orgs)
    Caution around purchase decisions
    Extensive research
    Internal stakeholders
    Rigid criteria (RFT etc.)
    Trust
  • Typical Sales Process in B2B
    Could take anywhere from 3 weeks to 3 years

    What role does marketing traditionally have in this?

    B2B selling/marketing
    Same thing
    Linked to sales process
    Role of marketing
    Develop prospect pool (awareness, thought leader, SEO, leads)
    Facilitate selling process (RFTs, conversion rate, opportunity pipeline)
    Requirement of trust between customer - sales & communications (marketing)
  • Insight Marketing
    Not new (58% of B2B marketers are positing thought leaders, 77% figure this is the most important tactic for 2010)
    Typical buyer recieves 6 event invitations each week
    Noisy
    Distrust and fatigue
  • Insight marketing that works must
    Reshape customer purchase criteria
    Provide unexpected value
    Be a part of a larger conversations (theme)
  • Transcript of "Ben Johnson | EMSA 2010"

    1. 1. B2B and B2C – Different strokes for different folks Ben Johnson Team Lead - Business Unit Marketing Data#3
    2. 2. B2B MARKETING CHALLENGES Inexorably linked to the Sales process Need for earlier engagement Risk in advocacy (public or private orgs) Caution around purchase decisions Trust
    3. 3. THE B2B SALES PROCESS Lead Plan to match needs to Solution Discovery Uncover needs & build vision Qualify Agree evaluate. Qualify need Develop Finalise solution Proposal Present proposal that meets needs Negotiate Best mutual outcome Close Leverage win or loss
    4. 4. THE ROLE OF MARKETING Build Trust Thought Leader Powerful Brands Altruism Delivering Insight
    5. 5. Insight Marketing Using relevant, valuable insight to connect with customers objectives Challenging • Continuously challenge customers’ assumptions and offer new perspective that increases appreciation Permission • Gain permission to credibly contribute insight on issues adjacent to known areas of expertise Sequencing • Sequence customer consumption of information and ideas to lead to differentiators
    6. 6. PRINCIPLES FOR INSIGHT MARKETING SUCCESS Min. Requirements Credible Helps people understand and pressure test the idea Clear Ties back to a central, single, fundamental idea Concrete Relates the idea in terms that are meaningful and tangible to the audience Key success Factors Personally Impactful Interprets the specific effort of your idea for an individual within your company Insightful Illuminates unknown or underappreciated aspects of the customers environment
    7. 7. KEY ELEMENTS OF INSIGHT Surprises Sparks Curiosity Delivers Value Valuable Insight
    8. 8. ENABLE SALES FOR SUCCESS Outcomes Establishing the problem Establishing the solution Conversation Topics Problem Defined through symptoms Solution in like terms Proof points Value to customer Insight - Focus Question Role Goal
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