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Ben Johnson | EMSA 2010

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B2B and B2C - Different strokes for different folks …

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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    No notes for slide
  • Inexorably linked to the Sales processNeed for earlier engagementRisk in advocacy (public or private orgs)Caution around purchase decisionsExtensive researchInternal stakeholdersRigid criteria (RFT etc.)Trust
  • Typical Sales Process in B2BCould take anywhere from 3 weeks to 3 yearsWhat role does marketing traditionally have in this?B2B selling/marketingSame thingLinked to sales processRole of marketingDevelop prospect pool (awareness, thought leader, SEO, leads)Facilitate selling process (RFTs, conversion rate, opportunity pipeline)Requirement of trust between customer - sales & communications (marketing)
  • Insight MarketingNot 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 weekNoisyDistrust and fatigue
  • Insight marketing that works mustReshape customer purchase criteriaProvide unexpected valueBe a part of a larger conversations (theme)

Transcript

  • 1. B2B and B2C – Different strokes for different folks
    Ben Johnson
    Team Lead - Business Unit Marketing
    Data#3
  • 2. B2B MARKETING CHALLENGES
  • 3. THE B2B SALES PROCESS
  • 4. THE ROLE OF MARKETING
  • 5.
  • 6. PRINCIPLES FOR INSIGHT MARKETING SUCCESS
  • 7. KEY ELEMENTS OF INSIGHT
  • 8. ENABLE SALES FOR SUCCESS