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Widening Scope Of B2B Marketing
- 3. Branding
- 4. Advertising
- 7. Research
- 10. Sales Support
- 12. Public Relations
- 15. Inside Sales
- 16. Sales
- 19. After Sales
- 22. ‘Brand Equity’ through varied touch points
- 23. Complexity of communication requirements
- 24. ‘Generalization’ of niche tasks
- 25. Increasing need for standardization and consistency
- 26. The ‘Single Point Coordinate’ syndrome
- 27. The need for differentiation – one size does not fit all
- 28. Micro Marketing v/s Macro Marketing
- 30. Drawing the business organization structure
- 31. Aligning the structure to needs
- 32. Planning a marketing function
- 33. Framework
- 34. Structure
- 35. Roles & People
- 36. Allowing for scale in quantum and not structure
- 39. Getting the buy-in – multiple stakeholders
- 41. By Geography
- 42. By Width of Products / Services
- 43. By Offering Type
- 44. By Service Provided (by marketing)
- 46. ‘Play it by the ear’
- 47. Generally a combination of 2-3 parameters
- 49. Typical team composition – 10% thinkers, 90% doers!
- 50. Versatility is the first ingredient to be looked for – the number of hats to be worn is infinite
- 51. Marketing is a typical ‘roll up your sleeves’ function – there is no getting away from ‘doing it yourself’ if need be
- 52. And yes, you need people who think on their feet
- 54. Sales Support
- 55. RFI / RFP
- 56. Testimonials
- 57. Lead Management
- 58. Inside Sales
- 59. Client Visits
- 60. Back Office for Sales Presentations
- 62. Collaterals
- 63. General prospect and customer facing communication
- 70. Prospect / Customer / Competitor ProfilingMarketing Horizontals Graphics / Artworking | Back Office Work for all functions of the organization | Website (s) Management
- 72. Examples
- 73. A Multi-function Printer that can satisfy all back-office documentation works
- 74. Membership access to important research and analyst sites
- 77. A balancing act needs to be done between pushing branding down the throat and being democratic about it
- 78. Branding is not about a one-time roll-out – it is something that needs to be practiced and become a way of life
- 79. Branding is built through consistency of messaging – form, spirit and content
- 81. The scope extends from long before a sale to long after a sale
- 82. Crucial elements in setting up a function include aligning structure with organization needs, making it scalable and getting the buy-in
- 83. A robust structure is very essential for a successful marketing function