What reaLLy matters in B2BMarketing?                                                                           Kingshuk Ha...
Why SHOULD              I tune-in?Please click on links in this presentation to view videos & best enjoy this presentation.
Why SHOULD I    tune-in?   http://www.youtube.com/watch?v=MHsLll6XYBs                  Please click on link above to see v...
Agenda•   Why SHOULD I tune-in to this class?•   What is B2B Marketing?•   What Matters in B2B?•   Summary
Words of Caution– Presenter is here to share experiences -  ideas of Presenter need not necessarily  work for you– Present...
What IS B2B Marketing?
What IS Marketing? (View 1)http://www.youtube.com/watch?v=QePU68FhwiY&feature=results_video&playnext=1&list=PLE38195C1A99A...
What IS Marketing? (View 2)http://www.youtube.com/watch?v=zFTcX7qqqDQ&feature=related                      Please click on...
Market            Customer        Online                           Segmentati        acquisition &                       I...
What IS Marketing(Elefant View)?
Quiz#1: What is the no.1 purpose of B2BMarketing? ________________________ ____________________________________________...
What Matters Most
Marketing Engine                                     Campaigns                                       Engine               ...
Marketers are from Mars,           Salespersons are from Venus     http://www.youtube.com/watch?v=qWz8bWkMF-E             ...
Marketing Efforts        Valley of Death for a Lead                                                                       ...
Closed-Loop Campaign ManagementAccess/ Excel dB            1        Surface Mail/eMail/         2       Tele-Marketing    ...
SME B2B Conversion Rate – Not 1/9thPersonalization                   (1/3rd of 1/3rd) but 1/200thCommunication  Broadly   ...
Lead Generation - the Center of MarketingBrian Carroll’s•                  http://blog.startwithalead.com/
Your Universal Lead Definition         • Allow leads to be scored and prioritized         • Defines the degree of sales re...
Quiz#2: If you were with a B2B Startup hadINR 1 Crore to spend on Marketing nextquarter – please distribute that among the...
&    LAST  but definitelynot the least!
Metrics & Analytics                             /Source : “http://www.whitecaplg.com/timeshare-blog/2009/11/http://www.whi...
Database MarketingSource : Whitecap Leads & Marketing Blog http://www.systemsplanning.com/arlis.htm
ROIhttp://www.flickr.com/photos/eloqua/4974067600/
In Summary
Marketing will Continue Evolvinghttp://transitionmarketing.tumblr.com/post/22263491162/excellent-little-cartoon-depicting-...
My Lessons As a Marketeer • Think Marketing as a distinct activity with separate personality –   from Sales; still don’t a...
Au Revoir!kingshukhazra@gmail.com
ANSWER TO Quiz#1What is the no. 1 purpose of Marketing?You need marketing to...      1. build pipeline              2. bui...
ANSWER TO Quiz#2  Quiz: If you were with a B2B Startup had INR 1  Crore to spend on Marketing next quarter –  please distr...
What Really Matters in B2B Marketing?
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What Really Matters in B2B Marketing?

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A presentation given by the author on the core of B2B Marketing to first year B-school students at S P Jain, Mumbai. The presentation talks about primacy of Lead Generation/Management; universal leads deintion; prioritising of pipeline build over awareness generation; eschewing the flashy for the durable...

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What Really Matters in B2B Marketing?

  1. 1. What reaLLy matters in B2BMarketing? Kingshuk Hazra You are welcome to share this pdf unchanged with your friends / colleagues – with proper attribution to author. For reprint/ delivery in other formats – please email author mailto:kingshukhazra@gmail.comCopyright of all images/videos used here rest with the resp. copyright owners. They are used here in anon commercial educational purpose only. For any questions please email: kingshukhazra@gmail.comImage of Clock Used Here Owner – Adrian Hart
  2. 2. Why SHOULD I tune-in?Please click on links in this presentation to view videos & best enjoy this presentation.
  3. 3. Why SHOULD I tune-in? http://www.youtube.com/watch?v=MHsLll6XYBs Please click on link above to see video
  4. 4. Agenda• Why SHOULD I tune-in to this class?• What is B2B Marketing?• What Matters in B2B?• Summary
  5. 5. Words of Caution– Presenter is here to share experiences - ideas of Presenter need not necessarily work for you– Presenter might be lazy – expect a lot of questions & if you are nice – a few videos– Presenter is not very creative, hence expect boring slides
  6. 6. What IS B2B Marketing?
  7. 7. What IS Marketing? (View 1)http://www.youtube.com/watch?v=QePU68FhwiY&feature=results_video&playnext=1&list=PLE38195C1A99A155B Please click on link above to see video
  8. 8. What IS Marketing? (View 2)http://www.youtube.com/watch?v=zFTcX7qqqDQ&feature=related Please click on link above to see video
  9. 9. Market Customer Online Segmentati acquisition & Inbound on loyalty CRM Market Search researchFlavours Within Marketing Demand Demand (View 3) Brand Building Tactics Generation Generation Public relations Conversion Rate Metrics & Analyst ROIC’mnctn relations Tech Indu- Services FMCG Products strial 9
  10. 10. What IS Marketing(Elefant View)?
  11. 11. Quiz#1: What is the no.1 purpose of B2BMarketing? ________________________ ________________________________________________ PLEASE TAKE PEN & PAPER & WRITE THIS DOWN.[#1, #2, #3 in order of decreasing importance]Please email your answers to mailto: kingshukhazra@gmail.com ; ANSWERS @ end
  12. 12. What Matters Most
  13. 13. Marketing Engine Campaigns Engine  Integrated Campaign  Tie-up with Leads & ROI in 1 database Leads Commnctn Engine  Lead Generation Engine  Lead Nurture  Relevant Thought  Lead Handover Leadership  All Commmnctn tied MARKETING to leads & ROI ENGINE ROI, Test, & Analytics Stakeholder Engine Sensing  Test, test & test  Simple Excel based Engine analytics works!  Internal sensing – CSO, CFO, CIO  External sensing – MI, CI. Research13
  14. 14. Marketers are from Mars, Salespersons are from Venus http://www.youtube.com/watch?v=qWz8bWkMF-E Please click on link above to see video
  15. 15. Marketing Efforts Valley of Death for a Lead Sales Efforts Marketing Valley of Death Sales Target Prospect Qlfc’tn Validatn Propose Nego. WIN! Gap b/n Sales & Marketing Idea derived from a presentation by Rubicon Marketing Group, Inc.
  16. 16. Closed-Loop Campaign ManagementAccess/ Excel dB 1 Surface Mail/eMail/ 2 Tele-Marketing 3 Information Mgmnt 4 4 Inbound Mail/Events Sends out survey forms Call up the people mailed Target hitlists based on All Information sought is & relevant collateral for knowing interest country intelligence via sent out and telecall to relevant areas in-house DB repeated People Dedicated Tele-marke Content Exec /Tele- Marketing Marketing teers Marketeers Lead Qualification 5 Based on specified para meters Lead Qualified With call/s on prospect Qualification ManagerCold Leads/ Oppts 9 CRM Pipeline/Lead 8 CRM Lead 7 Hand over to Sales Continuous tracking and 6 Based on time line tracking & Complete Interaction weekly meeting between Entered Into CRM Lead SO – Mktg this is History + Profile made sales operations & Management System classified And handed over to marketing Sales Marketing Marketing Marketing Marketing
  17. 17. SME B2B Conversion Rate – Not 1/9thPersonalization (1/3rd of 1/3rd) but 1/200thCommunication Broadly L0 Web Marketing Programs targeted; less Market Awareness interactive; ~30,000 Less AR/PR measurable Advertising Inquiry Search/Online L3 3000 DM Prospect Tele L5 - MQL Mktg) (Account-Based Hybrid Demos Lead 1500 Case Studies/White Papers SAL Narrowly targeted; Opp 700 Events Sales Programs more References/Value interactive; Collateral highly $ Closed measurable Deal 150 Sales Kit
  18. 18. Lead Generation - the Center of MarketingBrian Carroll’s• http://blog.startwithalead.com/
  19. 19. Your Universal Lead Definition • Allow leads to be scored and prioritized • Defines the degree of sales readiness • Requires buy in from sales and marketingResource: “How to Precisely Define a "Lead" Before Marketing Begins”http://www.startwithalead.com/article.asp?ARTICLEID=283
  20. 20. Quiz#2: If you were with a B2B Startup hadINR 1 Crore to spend on Marketing nextquarter – please distribute that among thefollowing… Advertising Events Telemarketing Direct Mail Online Channel Incentive PLEASE TAKE PEN & PAPER & WRITE THIS DOWN [All should add up to 1 crore]Please email your answers to mailto: kingshukhazra@gmail.com ; ANSWERS @ end
  21. 21. & LAST but definitelynot the least!
  22. 22. Metrics & Analytics /Source : “http://www.whitecaplg.com/timeshare-blog/2009/11/http://www.whitecaplg.com/timeshare-blog/2009/11
  23. 23. Database MarketingSource : Whitecap Leads & Marketing Blog http://www.systemsplanning.com/arlis.htm
  24. 24. ROIhttp://www.flickr.com/photos/eloqua/4974067600/
  25. 25. In Summary
  26. 26. Marketing will Continue Evolvinghttp://transitionmarketing.tumblr.com/post/22263491162/excellent-little-cartoon-depicting-the-evolution
  27. 27. My Lessons As a Marketeer • Think Marketing as a distinct activity with separate personality – from Sales; still don’t allow yourself to be schizophrenic! • A fast & closed-loop planning, campaigns, leads, & feedback cycle - ultimate competitive advantage • Remember leads’ valley of death; closed loop lead management process - #1 marketing process • Non-glam Leads Management, Database & Tele far superior to glam Thought Leadership & 98 times out of 100 -know the 2 times they arent! • My today’s story ends here & I havent even talked about Social Media!
  28. 28. Au Revoir!kingshukhazra@gmail.com
  29. 29. ANSWER TO Quiz#1What is the no. 1 purpose of Marketing?You need marketing to... 1. build pipeline 2. build pipeline 3. build pipeline 4. build awareness
  30. 30. ANSWER TO Quiz#2 Quiz: If you were with a B2B Startup had INR 1 Crore to spend on Marketing next quarter – please distribute that among the following…  Advertising  Events SCORING KEY √ Advertising < 10%  Telemarketing √ Events 10 – 25% √ Telemarketing 20 – 40%  Direct Mail √ Direct Mail 5 – 20% √ Online 10 – 20%  Online √ Channel Incentive depends  Channel Incentive For any questions / usage requests please mailto: kingshukhazra@gmail.com

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