B2B marketing programs: Be found, Be relevant, Be everywhere, Be remarkable

1. Delivering Sustainable
Business Results
Through Marketing
Dyann Bartus Calder

2. Start with Data
 Current/Potential Customer/Client Profile
 Current/Potential Market Opportunity
 Voice of Customer (VOC) Input: Why did they
choose you?
 What do you know; not know; need to know
 Pain points, key motivators and market
trends

3. Establish Unique Selling Prop
 SWOT Analysis
 How are market needs met by you as
compared to the competition?
 Make technology the focus
 Easily digestible, inviting, relevant, direct
language
 Incorporate proof sources
 Faster? Better? Cheaper?
 Advantages beyond features and benefits

4. Think “Inbound Marketing”
 Web site as the hub; all events and digital
assets drive to the site
 Go narrow; go deep
 Focus on increasing visitors (decision makers
and influencers)
 Content, content and more content, delivered
by vehicles preferred by the targeted
audience (i.e. papers, email, newsletters,
blog, apps, ads, inbound links)

5. Cultivate
 Solutions Sales: hunt and farm
 Listen, learn, teach
 Make it easy for clients and prospects to
understand what the company does well
 Blend in telemarketing, events, speaking
engagements, sponsorships, strategic
partnerships, and pr

6. Measure, Adjust, Repeat
 Lead qualification based on buying signals
 Track ROMI (Return on Marketing
Investment)
 Marketing, Sales and Management
Partnerships

7. Game Plan
 Be found
 Be relevant
 Be everywhere (where your prospects are)
 Be remarkable