Analysing. Because you’reexpected to have all the answers.Understanding and exploiting yourunique position in your markets...
What we will cover- Find Your Next: Using the  Business Genome- SIC codes- Experian/pH- Hoovers reports- DueDil.co.uk- Cre...
understand exploit                     © Claire Barker, LexisNexis 2011
understand exploit                     © Claire Barker, LexisNexis 2011
understand exploit   83% of marketers currently measuring          ROI say it’s not with the           accuracy they’d lik...
understand exploit    “The real ROI is to understand what     combinations of communications    and interaction create the...
understand exploit            The most important           3 letters in Marketing                     Not ROI             ...
http://www.youtube.com/watch?v=7_rL1VLg90U&feature=pyv                                                    © Claire Barker,...
understand exploit  How do you find what you need to know?       What questions do you ask?        What do you do with it ...
The six elements of the business genomeOrganise dashboards around categories, or core DNA, thatreveal new opportunities fo...
understand exploit1. Product and service innovation - the invention ofofferings that resonate2. Customer impact - a sustai...
understand exploit     “Are you resourcing your teams?              Probably not.”           Scot McKee. Birddog.         ...
understand exploit“All marketers know that their jobsare now part art, part science”.       Sort – make sense of the chaos...
understand exploit        “Strategy is a living thing.”             Ian Symes. Cisco.          “Think strategy first.”    ...
understand exploit              Think strategy.           Decide who you are           and who you are not.              W...
insight incite                 © Claire Barker, LexisNexis 2011
insight incite                 © Claire Barker, LexisNexis 2011
insight incite        Analyse your customer base.          UK Standard Industrial Classification (SIC)                 Pro...
insight incite               Experian pH     Data scientists for B2B advantage                                    © Claire...
insight inciteUK StandardIndustrialClassification(SIC) codes                 © Claire Barker, LexisNexis 2011
insight incite        “Let’s question things again.”           Steve Kemish. Cyance.    “If you do what you’ve always done...
insight incite                 © Claire Barker, LexisNexis 2011
insight incite                 © Claire Barker, LexisNexis 2011
insight incite          Creating a buyer persona                                     © Claire Barker, LexisNexis 2011
Alan the Marketing Manager        1                            Office Administrator: Alan                            •    ...
© Claire Barker, LexisNexis 2011
What we covered- Find Your Next: Using the  Business Genome- SIC codes- Experian/pH- Hoovers reports- DueDil.co.uk- Creati...
sources http://www.b2bmarketing.net/content/infographic-what-works-where Find Your Next: Using the Business Genome to Fi...
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Analysing: because you're expected to have all the answers. Understanding and exploiting your unique position in your markets

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The role of a B2B marketer has significantly changed. All marketers know that their jobs are now part art, part science. The tactical marketer has been replaced by the analytical marketer. Put simply, marketers are expected to have all the answers – from predicting changes in the marketplace to insight on clients and competitors. With so much information now available, marketers have the power to take more control over the revenue process and generate dollars from today’s campaigns. How is this possible? It’s all about understanding and exploiting your unique position in your markets by gaining valuable insight and advice on your customers and prospects. And then turning your insight and advice into campaigns that change people’s minds and incite action. This session will offer practical guidance and insight into the technologies and information that you should be exploiting.

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Analysing: because you're expected to have all the answers. Understanding and exploiting your unique position in your markets

  1. 1. Analysing. Because you’reexpected to have all the answers.Understanding and exploiting yourunique position in your markets. © Claire Barker, LexisNexis 2011
  2. 2. What we will cover- Find Your Next: Using the Business Genome- SIC codes- Experian/pH- Hoovers reports- DueDil.co.uk- Creating a buyer persona © Claire Barker, LexisNexis 2011
  3. 3. understand exploit © Claire Barker, LexisNexis 2011
  4. 4. understand exploit © Claire Barker, LexisNexis 2011
  5. 5. understand exploit 83% of marketers currently measuring ROI say it’s not with the accuracy they’d like. 7% have no plans to start. © Claire Barker, LexisNexis 2011
  6. 6. understand exploit “The real ROI is to understand what combinations of communications and interaction create the greatest desired effect with your target audience. Ian Symes. Cisco. © Claire Barker, LexisNexis 2011
  7. 7. understand exploit The most important 3 letters in Marketing Not ROI Why © Claire Barker, LexisNexis 2011
  8. 8. http://www.youtube.com/watch?v=7_rL1VLg90U&feature=pyv © Claire Barker, LexisNexis 2011
  9. 9. understand exploit How do you find what you need to know? What questions do you ask? What do you do with it all? © Claire Barker, LexisNexis 2011
  10. 10. The six elements of the business genomeOrganise dashboards around categories, or core DNA, thatreveal new opportunities for growth. © Claire Barker, LexisNexis 2011
  11. 11. understand exploit1. Product and service innovation - the invention ofofferings that resonate2. Customer impact - a sustainable community of support3. Process design - alignment of the "how" of a businesswith the evolving "what" that customers need4. Talent and leadership - the culture that will move abusiness forward5. Secret sauce - the recipe of differentiation andcompetitive advantage in a new world of unprecedentedtransparency6. Trendability - the foresight to see the future morequickly and adapt more rapidly to shifts in the landscape © Claire Barker, LexisNexis 2011
  12. 12. understand exploit “Are you resourcing your teams? Probably not.” Scot McKee. Birddog. © Claire Barker, LexisNexis 2011
  13. 13. understand exploit“All marketers know that their jobsare now part art, part science”. Sort – make sense of the chaos Match your genome Hybridize – graft on ideas Adapt and thrive – see the future © Claire Barker, LexisNexis 2011
  14. 14. understand exploit “Strategy is a living thing.” Ian Symes. Cisco. “Think strategy first.” Jonathan Brayshaw. Psion. © Claire Barker, LexisNexis 2011
  15. 15. understand exploit Think strategy. Decide who you are and who you are not. What could only come from you. © Claire Barker, LexisNexis 2011
  16. 16. insight incite © Claire Barker, LexisNexis 2011
  17. 17. insight incite © Claire Barker, LexisNexis 2011
  18. 18. insight incite Analyse your customer base. UK Standard Industrial Classification (SIC) Profiling with Experian/pH Hoovers reports © Claire Barker, LexisNexis 2011
  19. 19. insight incite Experian pH Data scientists for B2B advantage © Claire Barker, LexisNexis 2011
  20. 20. insight inciteUK StandardIndustrialClassification(SIC) codes © Claire Barker, LexisNexis 2011
  21. 21. insight incite “Let’s question things again.” Steve Kemish. Cyance. “If you do what you’ve always done, you’ll get what you’ll always got.” Mark Twain. © Claire Barker, LexisNexis 2011
  22. 22. insight incite © Claire Barker, LexisNexis 2011
  23. 23. insight incite © Claire Barker, LexisNexis 2011
  24. 24. insight incite Creating a buyer persona © Claire Barker, LexisNexis 2011
  25. 25. Alan the Marketing Manager 1 Office Administrator: Alan • Worked in marketing for over 10 years. • 40ish • Enthusiastic, open to new ideas, tech savy and good humoured2 4 ABOUT ME YOUR PRODUCT (AND THE COMPETITION) Goals: 1. Getting new clients and retaining them. 2. Brand Benefits: Meltwater called at the right time. I was drowning in building/reputation management. 3. Keeping track of the Google. I wanted to keep up with the competition, use the competition. alerts to highlight information and the ability to push the information around the company. I wanted to keep control. Frustrations: Not enough time and resource to keep up to date with the market and competition. It often isn’t my top Concerns: I could easily see the savings so I didn’t really have priority. any. Perceptions of the competition: I’m not really too sure. I3 wasn’t really aware of Nexis. If I was I would have bought it MY BUYING as Meltwater is just news. PROCESS Buying Process/Triggers: I’m not aware of the other options 5 available and am not actively searching. If someone calls IMPLICATIONS me I might look at it. It’s important but not top of my list. Target Insight: Alan needs to be able to clearly demonstrate the time the solution saves him to keep up to date and share Buying Criteria: It needs to have simple and flexible pricing. I information around the company. need to have all the information I need to in one place and be able to show the time I’m saving. I need to have Core message: Nexis is where to go to for news and business confidence in the depth and breadth of content. information Purchase role: I don’t have any budget assigned to this kind of Marketing asset: An ROI calculator would be useful activity but it’s my decision as long as it’s under £5k.
  26. 26. © Claire Barker, LexisNexis 2011
  27. 27. What we covered- Find Your Next: Using the Business Genome- SIC codes- Experian/pH- Hoovers reports- DueDil.co.uk- Creating a buyer persona © Claire Barker, LexisNexis 2011
  28. 28. sources http://www.b2bmarketing.net/content/infographic-what-works-where Find Your Next: Using the Business Genome to Find Your Companys Next Competitive Edge. Andrea Kates duedil.co.uk http://www.experian.co.uk/phgroup/ http://www.buyerpersona.com/ © Claire Barker, LexisNexis 2011

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