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Webinar: I numeri da cui partire per un piano di sviluppo commerciale B2B

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Tutti vogliono fare sviluppo, tutti vogliono acquisire più clienti, tutti vogliono aumentare le proprie quote di mercato.

Ma per farlo bisogna essere organizzati ed implementare processi che prevedono l’esecuzione di step consequenziali, strettamente correlati l’uno all’altro.

Il primo di questi step è l’analisi dei dati marketing e commerciali da cui si parte.

In questo webinar ti mostreremo come leggere e sfruttare i dati a tua disposizione per fare marketing.

Published in: Marketing
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Webinar: I numeri da cui partire per un piano di sviluppo commerciale B2B

  1. 1. 1 WEBINAR: I NUMERI DA CUI PARTIRE PER UN PIANO DI SVILUPPO COMMERCIALE B2B 29 settembre 2017 ore 17.
  2. 2. 2 ANDREA ZUCCA E L’IPPOGRIFO® • Specializzazione in marketing e vendite B2B; • Agenzia trasversale che opera in tutti i settori di business; • Vent’anni di esperienza operativa; • Centinaia di case history; • Agenzia affiliata ad AssoCom, Club del Marketing e della Comunicazione, fondatrice di AIMB2B; • Agenzia certificata ISO:9001, Excellent SME; • Risorse Gratuite www.marketingevenditeb2b.it Andrea Zucca, CEO L’Ippogrifo https://it.linkedin.com/in/andreazucca
  3. 3. 3 TI OCCUPI DI B2B? ENTRA IN AIMB2B • È nata L’ASSOCIAZIONE ITALIANA DEL MARKETING B2B – AIMB2B • Contenuti formativi, osservatorio, ricerche di mercato, tutto su marketing e vendite B2B • Trovi tutto su www.aimb2b.org ASSOCIATI inviando la tua richiesta di iscrizione su http://aimb2b.org/come-associarsi.php
  4. 4. • Il webinar viene registrato; • Il materiale (registrazione del webinar + pdf) sarà veicolato via email ai partecipanti nei prossimi giorni; • Per chi fosse interessato è possibile richiedere il check up gratuito della propria impresa funzionale a determinare le opportunità e le potenzialità commerciali della stessa nei mercati di riferimento. MATERIALE WEBINAR E CHECK UP 4
  5. 5. • Per qualsiasi domanda che ti sorgesse spontanea durante il webinar il consiglio è quello di scriverla da subito nel box domande che trovi in basso a destra nel tuo monitor; • Al termine del webinar risponderò al maggior numero di domande possibili DOMANDE 5
  6. 6. 6 PERCHÉ QUESTO WEBINAR 1. Tutti vogliono crescere e vendere di più; 2. La crescita è l’effetto di un processo; 3. Per affrontare al meglio lo sviluppo commerciale di un’impresa non si può prescindere dalla conoscenza di alcuni parametri fondamentali della stessa ex ante l’inizio di qualsiasi azione e progetto; 4. La maggioranza delle PMI non conoscono i parametri che vedremo nel webinar Verifica quanti di questi sono in tuo possesso Il focus del webinar è sulle attività di new business
  7. 7. 7 OBIETTIVI DEL WEBINAR 1. Identificare quali siano i parametri da conoscere prima di partire con un piano di sviluppo commerciale; 2. Farti verificare se tu conosca o meno questi parametri oppure no; 3. Identificare quale sia lo strumento che permetta all’impresa di monitorare velocemente e costantemente questi KPI
  8. 8. 8 IL MARKETING E LA DIETA: SIMILITUDINI Puoi iniziare una dieta e definire gli obiettivi se non sai quali siano i parametri di partenza?
  9. 9. 9 # 10 PARAMETRI CHE DEVI CONOSCERE NELLA TUA IMPRESA PER POTER PIANIFICARE AL MEGLIO UN PIANO DI SVILUPPO COMMERCIALE NEL B2B
  10. 10. 10 Prima di iniziare COMPOSIZIONE DEL PORTAFOGLIO CLIENTI (analisi) 1. Quanto vale il miglior cliente? 2. Quanti clienti (numero e %) danno il 50% del fatturato? 3. E quanti l’80%? 4. Che caratteristiche ha il portafoglio clienti in termini di peso di un certo numero di clienti sul fatturato complessivo? 5. Che rating hanno i clienti? 6. In che settore ATECO sono classificati?
  11. 11. 11 UN ESEMPIO
  12. 12. 12
  13. 13. 13
  14. 14. 14 Analisi Clienti per: • Settore (ateco); • Zona • Dipendenti • Forma legale • Fatturato • Capitale sociale • Utile / Perdita • Rating • Anzianità aziendale • Unità locali • Gruppi
  15. 15. 15 DALL’ANALISI DEL PORTAFOGLIO AL MERCATO POTENZIALE
  16. 16. 16 # 1 NUMERO E CARATTERISTICHE DEI CLIENTI ATTIVI Identifica e analizza i clienti che hanno acquistato negli ultimi tre / cinque esercizi.
  17. 17. 17 # 2 MARGINALITÀ PER CLUSTER DI CLIENTELA Dividere la clientela per tipologia (prodotto / servizio venduto, classe di fatturato, altri parametri che abbiano un criterio) e calcolare il MOL sul venduto.
  18. 18. 18 # 3 TICKET MEDIO PER CLUSTER DI CLIENTELA Calcolare il fatturato medio di vendita per transazione (per cluster di clientela).
  19. 19. 19 # 4 FREQUENZE DI RIACQUISTO PER CLUSTER DI CLIENTELA Quante sono le transazioni medie per anno e per cluster di clientela? Ogni quanto tempo riacquista il cliente?
  20. 20. 20 # 5 TURNOVER CLIENTI Il portafoglio clienti è statico o dinamico? Quanti sono i clienti attivi oggi che hanno acquistato 3 anni fa? E quanti quelli che hanno acquistato 5 anni fa? Devi sapere quanto sia importante il new business per la tua impresa.
  21. 21. 21 # 6 PROVENIENZA DEI LEAD (PER LEVA DI MKT) Da dove arrivano le opportunità commerciali? Da quali canali di marketing? Tutte le opportunità commerciali (poi coltivate fino a diventare contratti) devono avere una chiara provenienza.
  22. 22. 22
  23. 23. 23 # 7 LTV (LIFE TIME VALUE) CLIENTI (PER CLUSTER) Pochissimi conoscono il LTV dei clienti nella propria azienda. Spesso si confonde il valore di una commessa / transazione con il valore del cliente. Conoscere il LTV dei clienti è di fondamentale per impostare una strategia di MKT.
  24. 24. 24 LIFE TIME VALUE CLIENTI Clienti Ticket medio di vendita Fatturato annuo Margine operativo lordo (media anno; 35%) LTV Cliente Cliente 1 1.500 15.000 5.250 26.250 Cliente 2 2.000 20.000 7.000 35.000 Cliente 3 2.500 20.000 7.000 35.000 Medie 2.000 18.333 6.416 32.083 La simulazione di cui alla presente tabella fa riferimento ad un periodo di cinque anni nei quali il comportamento di ognuno dei clienti, anno per anno, per semplificazione si simula sia il medesimo.
  25. 25. 25 864.400€ 230.846€ 192.607€ 384.420€ 277.989€ 287.920€ 362.816€ 314.145€ 566.190€ 194.299€ 181.038€ 71.751€ 189.950€ 380.974€ 309.779€ 155.885€ 240.157€ 409.684€ 149.418€ 53.713€ 6.559€ 110.029€ 195€ 195€ 78.139€ 1.001€ -€ 72.911€ 39.169€ 88.000€ 63.464€ 119.800€ 36.527€ 45.952€ 15.370€ -€ 42.287€ 6.060€ 23.467€ 41.992€ 20.418€ 39.518€ 29.102€ -€ -€ 26.060€ -€ -€ 26.060€ -€ -€ 25.301€ 8.047€ 3.367€ 25.301€ 5.264€ -€ 25.301€ -€ -€ 25.301€ -€ -€ 25.301€ -€ -€ 25.301€ -€ -€ 25.301€ 44.802€ 3.471€ Fatturato 2014 2015 2016 Cluster 1 >> LTV* € 1.287.853 Cluster 2 >> LTV € 1.096.500 Cluster 3 >> LTV € 490.600 Cluster 4 >> LTV 71.782 *In questo caso il parametro analizzato in termini di valore nel tempo del cliente è il fatturato
  26. 26. 26 # 8 KPI FUNNEL COMMERCIALE Nr. Lead, Nr. Appuntamenti, Nr. Offerte, Nr. Contratti 1. Appuntamenti su Lead 2. Offerte su appuntamenti 3. Contratti su offerte
  27. 27. 27
  28. 28. 28 # 9 DURATA DEL CICLO DI VENDITA PER CLUSTER Ciclo di vendita = tempo (in giorni) tra il momento della lead generation alla stipula del contratto (si fa riferimento al primo contratto ovvero all’inizio del rapporto con un nuovo cliente).
  29. 29. 29 Data generazione lead 22/07/2017 Data chiusura contratto 19/09/2017 >>>>>>>>>>> Circa 60 giorni
  30. 30. 30 # 10 COSTI DEI PRINCIPALI OBIETTIVI 1. COSTO PER LEAD 2. COSTO PER APPUNTAMENTO 3. COSTO PER OFFERTA 4. COSTO PER CONTRATTO = COSTO ACQUISIZIONE CLIENTE
  31. 31. 31 KPI PIANO MARKETING PREVENTIVO E KPI BUDGET TOTALE BUDGET NUMERI COSTI Q1 Q2 Q3 Q4 NR. L. NR.A. NR.O. NR.C CPL CPA CPO CPC DIRECT MARKETING € 25.000,00 € 6.250,00 € 6.250,00 € 6.250,00 € 6.250,00 250 125 25 6 € 100,00 € 200,00 € 1.000,00 € 4.000,00 SEO € 15.000,00 € 3.750,00 € 3.750,00 € 3.750,00 € 3.750,00 75 50 10 3 € 200,00 € 300,00 € 1.500,00 € 6.000,00 ADWORDS € 25.000,00 € 6.250,00 € 6.250,00 € 6.250,00 € 6.250,00 300 200 40 10 € 83,33 € 125,00 € 625,00 € 2.500,00 SOCIAL NETWORK € 25.000,00 € 6.250,00 € 6.250,00 € 6.250,00 € 6.250,00 300 60 12 3 € 83,33 € 416,67 € 2.083,33 € 8.333,33 WEBINAR € 5.000,00 € 1.250,00 € 1.250,00 € 1.250,00 € 1.250,00 1.500 75 15 4 € 3,33 € 66,67 € 333,33 € 1.333,33 FIERE € 40.000,00 € 20.000,00 € 20.000,00 300 300 60 15 € 133,33 € 133,33 € 666,67 € 2.666,67 NL, DEM € 5.000,00 € 1.250,00 € 1.250,00 € 1.250,00 € 1.250,00 100 50 10 3 € 50,00 € 100,00 € 500,00 € 2.000,00 EVENTI € 10.000,00 € 5.000,00 € 5.000,00 50 50 10 3 € 200,00 € 200,00 € 1.000,00 € 4.000,00 TOTALE € 150.000,00 € 45.000,00 € 30.000,00 € 45.000,00 € 30.000,00 2.875 910 182 46 € 52,17 € 164,84 € 824,18 € 3.296,7
  32. 32. 32 Tutti i parametri che abbiamo identificato devono essere consultabili velocemente e consultati frequentemente. Molte imprese hanno la difficoltà a reperire questi parametri. Cosa fare: 1. Implementare un sistema di cruscotto (crm + gestionale) che determinino il «giorno zero» dal quale tutti i dati fondamentali sono visionabili in tempo reale; 2. Aggiornare i dati costantemente; 3. Leggere i dati KPI E CRM
  33. 33. RICHIEDI IL CHECK UP DELLA TUA IMPRESA Ti serve aiuto per fare il MARKETING DELLA TUA IMPRESA B2B? Approfondisci questi temi con dei professionisti. Per maggiori info richiedi il check up gratuito all’indirizzo web www.ippogrifogroup.com (home page) oppure al numero verde 800 - 123784 33
  34. 34. DEDICATO SOLO A CHI CREDE CHE IL MARKETING SIA UNO DEI PRIMI INVESTIMENTI PER IL SUCCESSO DI UN’IMPRESA DOMANDEwww.ippogrifogroup.com www.marketingevenditeb2b.it zucca@ippogrifogroup.com Collegati alle pagine L’Ippogrifo® e Marketing & Vendite B2B su Facebook e LinkedIn e riceverai tutti gli aggiornamenti 34 GRAZIE DI AVER PARTECIPATO AL WEBINAR

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