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Data Driven B2B Marketing by Tramontana Consultancy

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Data Driven B2B Marketing by Tramontana Consultancy

  1. 1. Data Driven B2B Marketing Solutions Draw conclusions Evaluate and optimize Company strategy Data gathering Data analysis Improve insight
  2. 2. Data Driven B2B Marketing Solutions Company strategy Existing strategy is the starting point. Determine basic information needs based on: • goals • plans • targets • KPIs Draw conclusions Evaluate and optimize Company strategy Data gathering Data analysis Improve insight
  3. 3. Data Driven B2B Marketing Solutions Data gathering Enhance understanding by gathering relevant data. Market Intelligence outside in CBS, Graydon, KvK, Google, Industry reports, field research market size trends, developments, competition, customer wants/needs, interview feedback, Sales cycle, etc Business Intelligence inside out CRM, ERP, Sales, Customer Services, Finance, IT, Marketing current customer base, current prospects, sales effectiveness, win- loss reporting, market segments, profit analysis, ‘buyer persona’ Perspective: Sources: Understand: Draw conclusions Evaluate and optimize Company strategy Data gathering Data analysis Improve insight
  4. 4. Data Driven B2B Marketing Solutions Data analysis Analysis of the external and internal data and Marketing information. • Competitor analysis • SWOT • Customer satisfaction measurement • CRM reports Generate concrete business insight, e.g.: • Market share by segment • Sales performance by region • Sales performance by channel • Detailed profitability analysis by segment • Analysis of business potential by region Draw conclusions Evaluate and optimize Company strategy Data gathering Data analysis Improve insight
  5. 5. Data Driven B2B Marketing Solutions Improve insight Create multi-layer maps based on geo-information. In partnership with Geodan or other solutions, create a map with e.g.: • existing customers and prospects vs all potential • current sales reach by account manager • geographical white-spots and soft-spots Draw conclusions Evaluate and optimize Company strategy Data gathering Data analysis Improve insight
  6. 6. Data Driven B2B Marketing Solutions Draw conclusions Offer suggestions of existing business potential: • In regions • In market segments: industry, company size • Potential competitor attack programs • Marketing & Sales campaigns Identify potential new business areas: • New go-to-market models (e.g. indirect vs direct) • New Product-Market Combinations • New solutions for upselling • Existing solutions for different segments • Create scenarios for (additional) staff, campaigns Draw conclusions Evaluate and optimize Company strategy Data gathering Data analysis Improve insight
  7. 7. Data Driven B2B Marketing Solutions Evaluate and optimize Set new goals, targets, KPIs and adjust plans: • define Get, Keep, Grow strategy by segment • create Marketing & Sales mix by segment • address customer satisfaction (NPS, CES) • create marketing plan by segment • monitor the execution and progress • measure results and evaluate • use findings to tweak company strategy Draw conclusions Evaluate and optimize Company strategy Data gathering Data analysis Improve insight

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