Understanding and Getting the Most from Market Research

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by Ann Grackin, ChainLink Research

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  • Marketing Strategy- positioning, messaging and plan needed.Lead nurturing – drip marketing process needs to be established.Product competition/ differentiation material needed. Methods for establishing qualification to pass to SalesSales qualification needed.Sales scripts for initial sales call- phoneSales presentation for outside sales visitsValue Proposition for US markets needed.Method to monitor Explorer phase to assure customer delight- upgrade to corporate license must be assured through this effort!
  • Understanding and Getting the Most from Market Research

    1. 1. B2B Boot CampSeptember 2012
    2. 2. How can you market if you don’t know…??? • You think you know the market • You think you understand your customers • You think you know your competitors • You think you are special • And you think getting in the magic quadrant will get you recognition • You are probably wrong about some or all of the above And the market of market researchers—we have a market too- what makes us different and how you can use us to get the right data, the right answers and then go build your brand and succeed in your chosen market.© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 2
    3. 3. Why Market Research Understand pain points Understand the solutions© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 3
    4. 4. Differentiate© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 4
    5. 5. And add lasting value© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 5
    6. 6. Why Market Research • Strategy for your company. Helps answer these: – Customer/Market Pain Points and Needs – Competition – Differentiation – Right Price – Right Message – Right Market • Helps build a response to the market: – Focus – Targeting – Content – Are we winning? Why not? – New Partnership, New Acquisition© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 6
    7. 7. Finding the right Match Between buyers and sellers© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 7
    8. 8. Effective Positioning Your: • Technology • Talent • Services Market/Customer • Network Your • Needs and Challenges • Delivery Architecture Company • Solution Match • How They Buy/Implement The Value • ROI Technology Competitor’s: Competition • Products • Positioning • Uniqueness Differentiation Positioning© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 8
    9. 9. Effective Strategic Selling The Customers Process Problem Problem Solution Evaluation Validation Identification Definition Search “My problem is…” “What I need is…” “It must have…” Effective Sales Process Our Unique Our Unique Ease of Ease Of Value Position Acquisition Adoption Proposition Relevancy to Customer Pain Points Counter Objections and Competition Problem/Solutio Something? Why Now? Answers n match? Why Us? Why Do© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 9
    10. 10. Testing Outcomes: Getting the Message Right! Have We Addressed :  Right Audience  Right Media Influencers  Builds Relationship  Establishing Credibility  Demonstrates Value  Alignment with organizations needs  Addresses inhibitors to adoption Messaging to  Account team performance Partners Each Prospects  Countered Competitive Messages and Audience capabilities  Whole Process Aligns with expectations of project champion and decision makers? Shareholders© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 10
    11. 11. Not all Market Research firms are the same 1 Standard Product for all customers Write once-sell many: Gartner Forrester IDC Custom built for each customer Constellation, ChainLink, MintJurtas© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 11
    12. 12. Right content at each stage in the Process Marketing Sales Lead Nurturing Lead Generation Account Sales/ Close Sell/Upgrade Market Awareness Nurture and grow Sales Contact Negotiate Evidence and Community Marking Contacts Thought leadership ROI Models Customer  ROI harvest Media, Events Level Two Collateral Pricing Models Reference Visits Case Studies First Stage Collateral White Papers Detail Case Studies Community Web site Articles Case Studies User Conference Webinars High level VP© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 12
    13. 13. Conclusion Sometimes getting objectivity before you face the market is a good idea© ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 13

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