The document discusses strategies for effective B2B marketing. It recommends understanding customers' needs regarding transaction flexibility, logistics, customization and financial terms. It also suggests maintaining brand consistency across channels, prioritizing key channels, and expanding mobile presence with rich content. The use of executive and personnel videos on websites and social media is highlighted to boost reputation. Sharing innovation roadmaps and strategic opportunities with customers is also advised.

1. © Crescendus™ 2012-2014. All Rights Reserved.
Preparing your Business for Whatever is Ahead™

2. Crescendus™
Understand what the B2B Customer is looking for
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Preparing your Business for Whatever is Ahead™
2
Transactional Flexibility& Reliability
LogisticsDelivery& Packaging
Customization
FinancialPaymentTerms& Guarantees
Contractswith Flexible Terms&
Conditions
Company Competency
Videos & Statementsby Executives &
BusinessUnit Leaders
Strategy& Innovation Roadmaps CustomerTestimonials
Product & ServicesInformation
By Vendor,ideallya "comparisonof features" Website TechnicalPDFs, Application PDFs,ValueProposition/Product

3. Crescendus™
Understand how the B2B Customer accesses Information
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Industry
Comparison
Websites
Company
Websites
Conferences
& Tradeshows
Social Media
Trusted
Referrals
Publications
Internet
Search
Purchasing Managers explore a
wide range of Channels to access
information
Focus on Multi-Channel targeting
efforts

4. Crescendus™
Marketing Priorities
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Maintain
Brand
Consistency
External
(Outbound
Marketingefforts)
Internal(Inbound
Marketingefforts)
TrainInternal
Parties (all
BusinessUnits&
Functions)
Outbound
Marketing
Target Top3-4
Customer
Channels& Keep
Experimenting
Manage
Informationat
Industry
Comparison Sites
ExpandMobile
Presence with rich
Multi-Media
Content
Inbound
Marketing
EnhanceWebsite
focuson Products
& Services
Content
Display
Information&
Interviewsin
Videos& Podcasts
Investin Relevant
"Callto Action"
Features

5. Crescendus™
Reputation Boosters: Executive & Key Personnel Videos
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CEO Video CFO Video
Business Unit
Head Video
Legal Counsel
Video
Supply Chain VP
Video
CSO or CTO
Video
Product
Manager Video
R&D Videos
Product
Application
Videos
"End-to- End" Customer Experience
(Information Request to Order to Post
Sales) Video
Use VIDEOS on your website for
differentiation& storytelling
Update the videos every month by
department & provideaccess to
former/currentvideos
Upload the above videos on YouTube,
Vimeo & other Industry Comparison
Websites

6. Crescendus™
Reputation Boosters: Innovation Pipeline
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Use your Innovation Pipeline within your Inbound &
Outbound Value Proposition/Differentiation efforts.
These roadmaps offer Customers Supply Chain
certainty & comfort.

7. Crescendus™
Reliability Boosters:Logistics
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RELIABILITY
•Procurement
•Distribution
•On-Time Guarantees
•After Sales Service
PACKAGING
•Custom Design
•Bulk Quantities
•Environmental/Recyclable
ANALYTICS
•Custom Customer Reports
•Cost Management
Dashboards
•Integration options with
Customer's existing Supply
Chain IT
LOGISTICS
B2B Customersconsider Logistics
Reliabilityas a criticalissue.
Use Logistics as an important
differentiatorduring your
Marketing efforts.

8. Crescendus™
Ease of Doing BusinessBoosters:Finance & Legal
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Contract
Negotiations
• Flexible Terms & Conditions
• Friendliness (less Haggling)
• Clear Time limits for Resolving Tasks
• Clear Quality/Violation/Recall Guarantees
Pricing &
Payment Terms
• Sharing Price Adjustments (based on future Efficiencies) with Customers
• Flexible Payment Options
• Long Term & Volume Incentives ( based on Value Generated)
• Group Purchasing Incentives
Responsiveness
• Guaranteed 1-2 Business Day Response
• Direct contact with Decision Makers
Ease of doing business is an
important criteriafor B2B
customers.
Use this as a selling point within
your Inbound Marketing efforts.
Provide flowchartsshowing how
the Customerwill interact with
various internal Units (e.g.
Finance, Legal etc. )

9. Crescendus™
Strategic Boosters:Joint Product Roadmaps
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Intelligence &
Insights
• Insights about
Customer's
Customers,
Competition &
Markets
• Identify New
Market & Product
Opportunities
Sharing
Roadmaps
• Joint Product
Development
• Sharing Personnel
(e.g. at Customer
sites)
Industry
Consortiums
• Addressing
Complex
Challenges via
Cost Sharing
• Building
Ecosystemwith
Several Suppliers
Be proactiveabout Strategic
Opportunitieswhere you identify
new GrowthOpportunities for
your B2B Customers.
Display how Customers can
participatein Joint Strategic
Roadmapswithin your Inbound
Marketing content.

10. Crescendus™
Final Comments
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10
1. Your B2B Marketing efforts will only succeed if you effectively
manage BOTH External & Internalmessaging consistency.
2. Do not forget the key internalstakeholders (e.g. Logistics, Finance,
R&D, Product Development,Operations, Legal etc.). They play a
vital role in B2B Customer interactions& have the ability to either
build or hurt your Brand.
3. It is clear from this presentationthat in B2B Marketing, you need
buy-in from various internalstakeholders. The best way to achieve
this is by requesting the CEO to lead the effort.
4. Do not be enamored by a favoritechannel (e.g. Social Media).
Remember, most B2B customersare traditionalusers of
information& you need to work at their level to achieve maximum
results. Let your data dictatemarketing strategy & spend/channel.

11. Crescendus™
Contact Information
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11
Contact@crescendus.com
www.crescendus.com
Knoxville, TN, USA