Design your value proposition based on customer needs. Evolve from communicating features to business benefits. Ensure your marketing mix suits your markets. Why? To enable successful sales!

1. Tina Flodin
June 7, 2016
From Bench to Impact at EPFL
Summary version
Market Your Innovation

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Agenda
Ÿ Introduction
Ÿ What is marketing ?
Ÿ Business plan
Ÿ Value proposition design
Ÿ Benefits identification
Ÿ Sales enablement
Ÿ Marketing communications
Ÿ Discussion

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Objective
Understand important marketing activities for innovation

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Marketing to support business
evolution and growth
Ÿ What is marketing with a B2B view?
• Market analysis
• Business strategy
• Manage portfolio
• Segmentation
• Preparing sales channels
• Sales tools
• Lead generation
• Marketing activities: events, collaterals, content, promotions,
website, digital marketing, etc.

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Marketing mix 4Ps
Ÿ What products will be offered?
Ÿ Who will be the target customers?
Ÿ How will the products reach those?
Ÿ At what price should the products
be offered?
Price Place
Product
Promotion

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Marketing essential for innovations

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Marketing input to business plan
Ÿ Business description
• Purpose and mission
• Objectives
Ÿ Market analysis
• Industry background
• Market trends
• Competitive analysis
• SWOT analysis
Ÿ Market strategies
• Value proposition and USP
• Target segments and customers
• Marketing and go-to-market plan
Ÿ Design and development plan
• Product and service management
• Research and development
Ÿ Operations plan
Ÿ Management plan
• Management and staff
• Risk factors and mitigation
Ÿ Financial plan
• Sales forecast

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Segmentation
Ÿ Definition segment
A group of customers with similar buying criteria and similar
needs
Ÿ Definition segmentation
A marketing strategy that groups customers with common
needs, and then design and implementation of strategies to
target them

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Value proposition design
Ÿ Definition value proposition
Describes the benefits customers can expect from your
products and services
Ÿ For what industry segment(s) are you making an offering?
Ÿ What benefits are you offering?
Ÿ How are benefits unique to competition?
Ÿ Price based on value delivered
value proposition design
target
segments
unique
benefits
value
price

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Value proposition canvas
Source: Strategyzer AG: www.strategyzer.com
A tool to help you design, test, build and manage great
customer value propositions

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Value proposition approach
Source: Strategyzer AG: www.strategyzer.com
1. Observe2. Create 3. Fit

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Customer profile
Source: Strategyzer AG: www.strategyzer.com
The Value Proposition Canvas
Customer (Segment)
Profile:
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer strategyzer.com
Pains
Gains
Customer
Job(s)
What customers
are trying to get
done in their work
and in their life
Describe bad
outcomes, risks an
obstacles related to
customer jobs
Describe the more or
less expected benefits
the customers are
seeking

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Value map
Source: Strategyzer AG: www.strategyzer.comcopyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer strategyzer.com
The Value Proposition Canvas
Gain Creators
Pain Relievers
Products
& Services
Value (Proposition)
Map:
A list of all the products
and services the value
proposition is built
around
Describe how your
products and
services create
customer gains
Describe how your
products and services
kill or alleviate
customer pains

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Features and benefits
Feature Benefit
• A distinctive attribute or aspect
of something
• A typical quality or an important
part of something
• Good and helpful result or
effect
• Explains how value is created
• Satisfies the customer’s needs

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Sales enablement
Ÿ Lead generation
Ÿ Sales support tools
Ÿ Distribution channel support
Ÿ Training
successful sales
prospect pipeline
training tools
technology
benefits values

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Marketing communications
(marcom) planning
Ÿ Outlines marketing and communications efforts to reach
specific marketing objectives
Ÿ Details steps and actions to achieve the goals
Ÿ Go-to-market strategy and plan defines the marketing
activities specifically on how to market
a new product or service

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Cross channel communications
Channels Format
• Trade show
• Conferences
• Customer events
• PR
• Advertisement
• Newsletters
• Direct mail
• Emailing
• Website
• Blog
• Social media
• Webinar
• Telemarketing
• Text: storytelling and value messages
• Images
• Videos/animations
• Presentations
• Brochures
• Flyers
• Infographics

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Awareness marketing for startups
Ÿ Definition brand awareness
Measure of how well known a brand is and correctly
associated with a particular offering
Ÿ Example marketing tactics
• LinkedIn publishing
• Guest blogging
• Infographics
• Paid search (PPC advertising)
• Partner with other brands
• Influencer marketing

19. Thank you
Tina Flodin
Marketing Consultant
tina.flodin@b2market.ch
+41 78 9418255
www.b2market.ch