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COPYRIGHT©ANSACO2019
Investment
Goods
Marketing
Get ready
for the
2020s
COPYRIGHT©ANSACO2019
Can you keep pace with rapidly changing needs?
COPYRIGHT©ANSACO2019
Buyers seek Partnerships with Suppliers …
COPYRIGHT©ANSACO2019
… who can help them keep pace …
COPYRIGHT©ANSACO2019
… with their own Customers changing needs
COPYRIGHT©ANSACO2019
… or with Consumers changing needs.
COPYRIGHT©ANSACO2019
Your
Customer
Your
Customer‘s
Customer
Can you
keep pace with
End Users
expectations?
RATE OF CHANGE 
COMPLEXITY 
VOLATILITY 
COMPETITION 
TIME TO MARKET 
You
Changing
Needs
Changing
Needs
Your
Solution
COPYRIGHT©ANSACO2019
Ways of doing
Business
have changed
24/7 INTERNET
WORK ANYWHERE
PORTALS & ECOMMERCE
OUTBOUND → INBOUND
PUSH → PULL
COPYRIGHT©ANSACO2019
International
Markets
are changing
GLOBALISATION
TERMS OF TRADE
COMPETITION
REGULATION
TRANSPARENT INFO.
COPYRIGHT©ANSACO2019
Services
are as
important as
Products
CONSULTING
CUSTOM DESIGN
TURNKEY
ACCEPTANCE TESTING
USER TRAINING
PREVENTIVE MAINTENANCE
COPYRIGHT©ANSACO2019
Technology
accelerates
change
DIGITALISATION
INDUSTRY 4.0
INTEGRATION
INTERNET OF THINGS
BIG DATA
ANALYTICS & A.I.
COPYRIGHT©ANSACO2019
... and the
Impact
of Change
is increasing
TECHNOLOGY
MARKETS
REGULATIONS
FINANCE
EMPLOYMENT
COPYRIGHT©ANSACO2019
B2B Buyers control the Sales process
COPYRIGHT©ANSACO2019
B2B Buyer Profiles and Habits have changed
Age
25 – 34
Age
35 - 44
COPYRIGHT©ANSACO2019
68% of
B2B customers
prefer to do
research
independently
online
FORRESTER
COPYRIGHT©ANSACO2019
60% of buyers
do not want
Sales Reps
as their
primary source
of information
FORRESTER
COPYRIGHT©ANSACO2019
For B2B Buyers,
relationships
begin with
online
interactions
COPYRIGHT©ANSACO2019
B2B Buyers
expect that
online
interactions
lead to
offline
activities
COPYRIGHT©ANSACO2019
Buyers feel the
Credibility Gap
“I was googling about my business
problem and found your website.
I downloaded your product pdfs
and the company brochure.
I checked Customer videos and
user feedback on Social Media.
I registered for your Event and
made an appointment Online.
When I got to the Trade Show,
none of the Sales Team knew
who I was or why I was there.
So tell me - why should we buy
from your company?”
COPYRIGHT©ANSACO2019
More people
in the B2B
Decision
Making
Unit …
PEOPLE IN B2B DMU:
2016 = AVERAGE 5.4
2018 = AVERAGE 6.8
CEB / GARTNER
COPYRIGHT©ANSACO2019
… means
it takes longer
to reach
Agreement
AVERAGE B2B
DECISION TIMES:
“NO” = 4.7 MONTHS
“YES” = 4.9 MONTHS
CEB / GARTNER
COPYRIGHT©ANSACO2019
What’s needed
is an effective
B2B Buyer
Experience
DESIGNED FOR BUYERS
RELEVANT CONTENT
EASY TO USE
FASTER DECISIONS
COPYRIGHT©ANSACO2019
How should
an effective
B2B Buyer
Experience
function?
JOINED-UP PROCESS
SEAMLESS DATA FLOW
SUPPORTS DECISIONS
DELIVERS RESULTS
COPYRIGHT©ANSACO2019
Provides
Security
Creates
Confidence
Makes it Easy
To Do Business
Builds Trust
What does
an effective B2B
Buyer Experience
mean for your
Customers?
Faster
Decisions
COPYRIGHT©ANSACO2019
What does an
effective B2B
Buyer Experience
do for your
Company?
COPYRIGHT©ANSACO2019
For Marketing:
Online & Offline
teams share
the same
Strategy
and Goals
COPYRIGHT©ANSACO2019
For Sales:
A seamless flow
of information to
make the
Sales Cycle
faster
COPYRIGHT©ANSACO2019
For the CEO:
Alignment of
Marketing and
Sales towards
Business
Objectives
COPYRIGHT©ANSACO2019
How do you build
an effective
B2B Buyer
Experience?
COPYRIGHT©ANSACO2019
You need:
to set the
Strategic
Direction
TIGHT FOCUS
PRIORITISE GOALS
FLEXIBLE PLANNING
COPYRIGHT©ANSACO2019
You need:
to reduce
Time
to Market
SMALL SCOPE [MVP]
FAST EXECUTION
MEASURE & LEARN
COPYRIGHT©ANSACO2019
You need:
to design for
Return on
Innovation
MANAGE INNOVATION
LEVERAGE SMALL BUDGETS
DESIGN FOR ROI
COPYRIGHT©ANSACO2019
What other
Marketing
Capabilities
do you need
for the 2020s?
COPYRIGHT©ANSACO2019
Strategic Direction
COPYRIGHT©ANSACO2019
align marketing goals to Business Objectives
COPYRIGHT©ANSACO2019
compare todays status with the Future Destination
COPYRIGHT©ANSACO2019
focus resources on critical Processes
COPYRIGHT©ANSACO2019
break major projects into Components
COPYRIGHT©ANSACO2019
identify options and Set Priorities
COPYRIGHT©ANSACO2019
Rapid Execution
COPYRIGHT©ANSACO2019
reduce the Time-to-Market
COPYRIGHT©ANSACO2019
simplify marketing Planning and repeat often
COPYRIGHT©ANSACO2019
practice smooth co-ordination of marketing Teamwork
COPYRIGHT©ANSACO2019
increase the frequency of marketing Reporting
COPYRIGHT©ANSACO2019
gain insights and optimise marketing Processes
COPYRIGHT©ANSACO2019
Return on Innovation
COPYRIGHT©ANSACO2019
respond quickly to market Opportunities
COPYRIGHT©ANSACO2019
identify projects that are significantly Different
COPYRIGHT©ANSACO2019
re-allocate resources to maximise Output
COPYRIGHT©ANSACO2019
close the loop and gain Insights
COPYRIGHT©ANSACO2019
communicate results to your Stakeholders
COPYRIGHT©ANSACO2019
How will you
build the
Marketing
Capabilities
you need ?
COPYRIGHT©ANSACO2019
by working harder and faster?

Standard
Method
COPYRIGHT©ANSACO2019
by increasing manpower?

Standard
Method
COPYRIGHT©ANSACO2019
by introducing new technology?

Standard
Method
COPYRIGHT©ANSACO2019
Continuing with
the same old
methods
just gets you
more of the
same result
COPYRIGHT©ANSACO2019
To get
different results
from the
same resources
you need
different
ideas & methods
COPYRIGHT©ANSACO2019
How do you hit a fast-moving Target?
▪ accurate aim
▪ fast reactions
▪ practice, practice, practice
COPYRIGHT©ANSACO2019
“You have to skate
where the puck is
going to be …”
COPYRIGHT©ANSACO2019
“…because you
MISS
100%
of the shots
you can’t take.”
COPYRIGHT©ANSACO2019
Three Questions for B2B Marketers
Which direction is your market moving - and how fast?
What capabilities must you develop long-term to keep pace?
What are you doing this Quarter to meet those future needs?
COPYRIGHT©ANSACO2019
Who can help you
define & build the
B2B Marketing
Capabilities
you need
for the 2020s?
Andrew Sanderson
+49 6223 9729 807
COPYRIGHT©ANSACO2019
Essential Concepts
Diagnosis, guiding policy, goals and milestones
Dynamic planning, focussed implementation, measurement
The only way to get a Return is by making an Investment
COPYRIGHT©ANSACO2019
Three Methods
Prioritise capabilities that will deliver higher performance
Implement actions that develop those capabilities
Use a small Innovation Budget to impact mainstream processes
COPYRIGHT©ANSACO2019
Deliverables & Results
Alignment of marketing to business objectives
Faster time-to-market
Measure RoI and communicate to Stakeholders
COPYRIGHT©ANSACO2019
Costs vs Value to your Company
your investment in Ansaco consulting services
the budget you allocate to Innovation Projects
share of Budget that benefits from Innovation leverage
~1%
8%–12%
80%
COPYRIGHT©ANSACO2019
Roadmap
Review
Startegy
Review
Startegy
Priority 1
Milestone
Priority 2
MilestoneMilestone
Insights
& Report
COPYRIGHT©ANSACO2019
Strategic
Direction
Rapid
Execution
Return on
Innovation
Dynamic Marketing Framework
DMF developed by Ansaco | Andrew Sanderson +49 6223 9729 807
Ansaco helps CMOs of mid-size manufacturing organisations to achieve faster time-to-market.
Ansaco is your innovation and implementation partner for complex B2B environments:
▪ plan and implement marketing innovation
▪ integrate online and offline marketing processes
▪ Identify RoI and report to Stakeholders
COPYRIGHT©ANSACO2019
P
Strategic Direction
Define future marketing capabilities
Alignment to business objectives
Prioritise goals and identify milestones
Phone Andrew Sanderson today: +49 6223 9729 807
COPYRIGHT©ANSACO2019
Achieve faster time-to-market
Simple, effective marketing planning
Continuous improvement of processes
Rapid Execution
Phone Andrew Sanderson today: +49 6223 9729 807
COPYRIGHT©ANSACO2019
Return on Innovation
Identify the significant Opportunities
Leverage the Innovation Budget
Communicate RoI with Stakeholders
Phone Andrew Sanderson today: +49 6223 9729 807
COPYRIGHT©ANSACO2019
Next Steps
Marketing Directors and CMOs are invited to share ideas
& explore opportunities for collaboration:
▪ 1 hour, phone / remote with screenshare
▪ Please call +49 160 9346 3401 to make your reservation
COPYRIGHT©ANSACO2019
Ansaco
Marketing Consulting
for
Investment Goods
Manufacturers
Carl-Beck-Strasse 60,
D-69151 Neckargemünd
Ansprechspartner:
Andrew Sanderson
Mobile: +49 160 9346 3401
COPYRIGHT © ANSACO 2019

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