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Back to school for b 2-b marketing


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A great package of actionable content for b2b sales and marketing professionals. This presentation was delivered at the VT/NH Marketing Group seminar titled 'Back to School for B2B Marketing' in Lebanon, NH.

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Back to school for b 2-b marketing

  1. 1. Back to School for B2B Marketing<br />
  2. 2. Back to School for B2B Marketing<br />9:30 A.M. Introductions<br />9:45 A.M. B-2-B Marketing Defined<br />10:00 A.M. Where You Want to Be<br />10:30 A.M. How You Get There<br />12:15 P.M. Lunch & Networking<br />1:00 P.M. Performance Management<br />1:30 P.M. Open Discussion & Networking<br />
  3. 3. Introductions<br />
  4. 4. Introductions<br />Name<br />Company<br />How you spend most of your time at work<br />Estimate % of time spent on B2B sales and marketing<br />
  5. 5. B2B Marketing Defined<br />
  6. 6. B2B Marketing Defined<br />Discussion – What Is?<br />Botanical vs. Architectural<br />Emotional vs. Logical<br />Sales Process<br />Full Control |-------------------------------------------------------------| No Control<br />
  7. 7. B2B Marketing Defined<br />Define B2B<br />B2B:describes transactions between businesses (manufacturers, wholesalers, retailers, service providers).<br />B2C, B2G, B2I (fine lines)<br />Question: is the volume of transactions higher for B2B or B2C?<br />
  8. 8. B2B Marketing Defined<br />Webster’s Dictionary<br />Define Marketing<br />Marketing: 4 P’s<br />Marketing is EVERYTHING!<br />
  9. 9. Where You Want to Be<br />
  10. 10. Where You Want to Be<br />Start with Vision<br />Adds purpose and context<br />Helps determine meaningful goals and objectives<br />Keeps you on track<br />Helps you say “No”<br />Moves you closer to a leadership position<br />
  11. 11. Where You Want to Be<br />Formalizing Vision<br />Needs to have:<br />Purpose<br />Buy In<br />Simplicity<br />
  12. 12. Where You Want to Be<br />Goal Setting for B2B Marketing (Exercise)<br />Sample Vision: to be the leading brand for plasma cutting technology, online, offline, and around the world.<br />Create one sales and marketing goal for this vision.<br />Was it S.M.A.R.T.?<br />Revise or re-create your marketing goal for this vision.<br />
  13. 13. Where You Want to Be<br />Account Rating<br />A, B, C, Not in Business<br />Blueprint for Growth<br />
  14. 14. Where You Want to Be<br />Account Categorization<br />Acquisition<br />Development<br />Management<br />Blueprint for Growth<br />
  15. 15. Where You Want to Be<br />Positioning based on strengths (personal/sales)<br />Resource proclamation: powerful message that identifies you as a potential resource for addressing clients’ current challenges.<br />Global version and situational versions<br />Exercise: write down your top 3 individual strengths that could add value for your clients and prospects.<br />
  16. 16. Where You Want to Be<br />Positioning based on differentiation (company)<br /> Emphasis on value of uniqueness<br /> Commoditization of weaknesses<br />List company strengths<br />List problems you solve<br />Work in reverse by asking questions<br />(S. P. I. N. -- issues based)<br />
  17. 17. How You Get There<br />
  18. 18. Sales Process<br />
  19. 19. How You Get There<br />Sales Process<br />Do: determine outcomes<br />Don’t: talk about products and services<br />
  20. 20. How You Get There<br />
  21. 21. Don’t get side-tracked on price<br />
  22. 22. How You Get There<br />Question: What is the top reason for why a purchasing manager would lose his or her job?<br />First responsibility: keep the business up and running efficiently.<br />Secondary: keep costs down<br />Sales leaders don’t get side-tracked by price<br />
  23. 23. How You Get There<br />CNC - CC = PV<br />CNC = Opportunity Costs + Actual Costs + Hidden Costs<br />(Problems and Implications)<br />CC = Financial + Organizational + Emotional<br />Sales leaders don’t get side-tracked by price<br />
  24. 24. B2B marketing tips by channel<br />just a few…<br />
  25. 25. How You Get There<br />Marketing Plan<br />Vision<br />Goals<br />Calendar<br />Messaging (Offer Testing)<br />Distribution (Channel Testing)<br />Feedback<br />
  26. 26. How You Get There<br />Trends in Prospecting<br /><ul><li>Traditional media giants: 2010E = $223B vs. $28B
  27. 27. TV becoming addressable, but attention divided
  28. 28. Advertising dollars continue to shift online
  29. 29. Email is not just for retention; core to integration
  30. 30. Social media and PPC are local favorites
  31. 31. Online display advancing and pairs with search
  32. 32. Mobile is the future of local marketing (GPS)</li></ul>Complexity<br /><ul><li> Multi-channel marketers need understanding
  33. 33. Marketing databases required for optimization</li></li></ul><li>How You Get There<br />Online Migration<br />How much of the average marketing budget shifted from print magazines to search marketing programs last year?<br /><5%<br /> 6 – 10%<br /> 11 – 15%<br /> 16 – 20%<br /> 21 – 25%<br /> >25%<br />E) 21 – 25% (25%)<br />Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, 2009.<br />
  34. 34. How You Get There<br />Broadcast – What people do while watching TV<br />Source: Frank N. Magid Associates, 2009<br />
  35. 35. How You Get There<br />Email Marketing<br />Which of the of the following do you consider SPAM?<br />Emails of an offensive subject matter<br />Emails from senders who are unknown to me<br />Emails that are filtered into the junk mailbox<br />Emails that intend to trick me into opening them<br />Any email I receive that I did not ask for or subscribe to<br />71%<br />76%<br />45%<br />83%<br />73%<br />Source: Epsilon 2009; 2010 Statistical Fact Book, Direct Marketing Association<br />
  36. 36. How You Get There<br />Email Marketing<br />Don’t ‘over-personalize’<br />
  37. 37. How You Get There<br />@<br />Email Marketing Trends<br />Top 5 trends to watch (best practices):<br />Simple, uncluttered templates<br />Strong call to action<br />Social media integration<br />Personalized, dynamic content<br />Email preference management<br />Source:<br />
  38. 38. How You Get There<br />Search Engine Marketing<br />
  39. 39. How You Get There<br />Search Engine Optimization<br />What percentage of marketers have their own web site?<br />What percentage of marketers use organic search engine optimization to improve their rankings on Google, Yahoo! and Bing?<br />99%<br />86%<br />Source: Association of National Advertisers (ANA), 2009<br />
  40. 40. How You Get There<br />Search Engine Optimization<br /> + Patience<br />Focus: PR + RR + TR<br />
  41. 41. How You Get There<br />Direct Mail Volumes<br />How many direct mail pieces were sent last year?<br />What percent of total USPS volume did that account for?<br />How many catalogs were mailed last year?<br />Was that more or less than ten years ago?<br />The most catalogs ever mailed in history – what year?<br />91.3B<br />52%<br />13.6B<br />Less (14.4B in 1999)<br />2007: 19.6B <br />Source: 2010 DMA Statistical Fact Book, Direct Marketing Association; USPS<br />
  42. 42. How You Get There<br />Direct Mail Marketing<br />What is the most important DM tool in your prospecting strategy?<br />Discount or price offers<br />Targeted creative copy<br />Targeted prospect lists<br />Offer timing<br />Other<br />11%<br />15%<br />60%<br />7%<br />7%<br />Source: Chief Marketer 2010 Prospecting Survey<br />
  43. 43. Aggregate Trends<br />
  44. 44. How You Get There<br />2010 Marketing Tactics<br />
  45. 45. How You Get There<br />
  46. 46. How You Get There<br />
  47. 47. How You Get There<br />VT / NH MG Members<br />Includes B2C<br />
  48. 48. Going Digital<br /> Radical change -- not required.<br />
  49. 49. How You Get There<br />Optimize, Test<br />Sample<br />
  50. 50. Going Mobile<br />
  51. 51. How You Get There<br />Importance of Mobile<br />6.8 BB World Population<br />1.3 BB PC Users<br />How many mobile?<br />4.6 BB Mobile Users<br />Source: eMarketer, 2009; supported by ABI; BITKOM; Informa; ITU;<br />US Census Bureau, December 2009<br />
  52. 52. How You Get There<br />Mobile Spending Trend<br />
  53. 53. How You Get There<br />Mobile Marketing Breakdown<br />Source:eMarketer, Yankee Group, Strategic Analytics, Nielsen Mobile, Coda, comScore, and JP Morgan Estimates<br />
  54. 54. How You Get There<br />Going Mobile<br />‘not just phones’<br />Source: comScore Reports March 2010 U.S. Mobile Subscriber Market Share<br />
  55. 55. Tools<br />
  56. 56. How You Get There<br />Media Planning Tools<br />
  57. 57. How You Get There<br />Audience and Company Research (Free Tools)<br /><ul><li> Web sites (Who’s Who)
  58. 58. Alexa (Online Display)
  59. 59. List Finder (Direct Mail, Email, Telemarketing)
  60. 60. LinkedIn (Social Media)
  61. 61. Google Trends (Search Marketing)
  62. 62. PR Checker (Search Marketing)
  63. 63. Google Toolbar (Search Marketing)
  64. 64. Link:URL (Search Marketing
  65. 65. Namechk (Social Media)</li></li></ul><li>How You Get There<br />Web Site Review<br />Hypertherm’s roots date to 1968, when Hypertherm president Dick Couch and Bob Dean made the greatest breakthrough since the initial discovery of plasma cutting fourteen years earlier.<br />They discovered that by radially injecting water into a plasma cutting nozzle, they could create a narrower arc, capable of cutting metal with a speed and accuracy never before seen. In addition, two issues that had plagued the industry from the start–the accumulation of dross and a phenomenon called double-arcing–were virtually eliminated.<br />
  66. 66. How You Get There<br />Web Site Review<br />Morse Data and Datamann announce webinar demos for Ignored Software.<br />“Our two companies realized that there are users of the PCS software solution that have just had their worlds turned upside down” said Datamann Co-Owner and Chief Operating Officer William Mann. “Both Datamann and Morse Data have been providing our customers with exceptional service for over 30 years and it’s hard to imagine what this must be like to the PCS users”, said Mann.<br />
  67. 67. Who’s Who?<br />
  68. 68. How You Get There<br />Web Site Review – Who’s the photography expert?<br />
  69. 69. How You Get There<br />Web Site Review – Who’s the snowboarder?<br />9/16/2010: Logic Supply was awarded with one of the fastest growing companies within the technology sector for Vermont. Our Sales Manager, Jeremy Hudson (celebrating his 5th year with the company), accepted the award on behalf of Logic Supply.<br />
  70. 70. How You Get There<br />Web Site Review – Who’s the publishing guru?<br />
  71. 71. Free Tools<br />
  72. 72. How You Get There<br />Alexa (Top Web Sites)<br />
  73. 73. How You Get There<br />List Finder (Direct Mail, Email, Telemarketing)<br />Source:<br />
  74. 74. How You Get There<br />LinkedIn (Social Media) – Who’s Mr. TV?<br />
  75. 75. How You Get There<br />Google Trends (Search Marketing)<br />
  76. 76. How You Get There<br />PR Checker (Search Marketing)<br />
  77. 77. How You Get There<br />Google Toolbar (Search Marketing)<br />
  78. 78. How You Get There<br />Link Analysis (Search Marketing)<br />
  79. 79. How You Get There<br />Social Media – Brand<br />
  80. 80. CRM stress reduction program<br />
  81. 81. How You Get There<br /> Now<br />Customer<br />Forgot to turn the torch off<br />Beer<br />CFO Meeting<br />Expense Report<br />Defrag<br />Quota<br />Proposal<br />Customer Complaint<br />Kerf<br />Boss<br />Quota<br />CRM Task Management System<br />Source: overworked and overwhelmed sales representative, 2010.<br />
  82. 82. How You Get There<br />CRM Cheat Sheet<br />Campaigns<br />Leads<br />Accounts<br />Contacts<br />Opportunities<br />Forecasts<br />Reports<br />Cases<br />Solutions<br />Products<br />Tasks<br />Documents<br />Contracts<br />Sales & Marketing Integration<br />Source:<br />
  83. 83. How You Get There<br />Campaigns<br />Leads<br />Accounts<br />Contacts<br />Opportunities<br />Forecasts<br />Reports<br />Cases<br />Solutions<br />Products<br />Tasks<br />Documents<br />Contracts<br />Customer mindset -- tools for everything else.<br />Source:<br />
  84. 84. New contacts – every day…<br />
  85. 85. How You Get There<br />Building Constituency (Online and Offline)<br /><ul><li> Reach out for a living
  86. 86. Do things that may not benefit you
  87. 87. LinkedIn profile
  88. 88. Stop relying on the same old contacts (obsolescence)
  89. 89. Make contact with new people on a daily basis
  90. 90. B2B focused relationships</li></li></ul><li>Sales Dos and Don’ts…<br /> Economics and Emotions<br />
  91. 91. How You Get There<br />Sales Calls<br /> What not to do (we… p.u.k.e)<br /> …. caution resource proclamation<br /> What to do (issues based, asking questions)<br />
  92. 92. How You Get There<br />Quantify value #, $<br />Example: How much time is spent removing dross from the plasma cutting process?<br />Labor cost<br />Opportunity cost<br />Implications <br />
  93. 93. How You Get There<br />What’s important to the company stakeholders?<br />Economic Decision-makers (define objectives first)<br />Not all the same (cost focus vs. cash focus, vs. ROI vs. strategic)<br />Don’t stereotype the bean counter!<br />NVP = ________________________<br />
  94. 94. Presentation efficiency<br />
  95. 95. How You Get There<br />Efficient closing documents<br />Mail merge content (quantitative)<br />Link account and contact information<br />Link pricing fields and opportunity information<br />Link standard terms and conditions<br />Customized content (qualitative)<br />Client logo<br />Needs<br />Benefits<br />
  96. 96. How You Get There<br />Presentation<br />Prezi overview<br />Get issues and problems on the canvas (brain dump)<br /><ul><li>Situational issues
  97. 97. Problems and implications
  98. 98. Needs – Benefits</li></ul>Connect your thoughts (sequence)<br /><ul><li>Tell THEIR story
  99. 99. Provide your solution
  100. 100. Make it THEIR solution</li></ul>Be cool (optional)<br />
  101. 101. hungry?<br />
  102. 102. Performance Management<br />Self time management<br />Opportunity costs<br />Getting to know – getting to ‘no’ – focus on real opportunities <br />
  103. 103. Performance Management<br />Forecasting --- Excel Exercise<br />
  104. 104. Review<br />Take-away points<br /> Goal setting<br /> Continuous improvement<br /> Better is better than best (performance not perfection)<br />
  105. 105. Review<br />What your B-2-B sales and marketing environment could be?<br /> Google office presentation<br />
  106. 106. Contact information<br />Chris DeMartine<br />LinkedIn:<br />Email:<br />Phone: (603) 643 – 1307 x114<br />Blog:<br />Twitter:<br />