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B2B Lead Gen and Brand Building - B2B Product Marketing Series

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Overview of a typical B2B Product Marketing Branding and Lead Generation Plan to accelerate the sales growth rate and enhance brand recognition at a low cost and high ROI.

"High Impact, High ROI, Low Cost Framework"

Published in: Marketing
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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B2B Lead Gen and Brand Building - B2B Product Marketing Series

  1. 1. B2B Product Marke/ng Brand Awareness and Lead Genera-on High ROI, High Impact and Low Cost Framework Michael Fertman B2B SaaS Product Marke/ng Leader August 7, 2014
  2. 2. Typical Assump/ons for a B2B Brand or Product Marke/ng Annual Plan 2 • Sales Growth ACCELERATION o Primary marke/ng goal is to profitably generate a ‘step-­‐change’ increase in annual sales growth o E.g. 15% annual growth ! 30% annual growth • Brand Recogni-on o Eleva=ng the Brand is a key founda/on in the achievement of this goal o I.e. Increase in brand awareness in close associa/on with key differen/ators • Marke-ng Efficiency o Marke/ng efforts (i.e. expenses) clearly /ed to outcomes o E.g. Repurpose content and campaigns across mul/ple channels
  3. 3. Typical Assump/ons for a B2B Brand or Product Marke/ng Annual Plan (con/nued) 3 • Profitable, ‘step-­‐change’ increase in annual sales growth is the primary marke/ng goal o Accelerate the increase in penetra/on within exis/ng customers o Accelerate the increase in the number and value of new customers o Reduce cost of sale by con/nuously evalua/ng ROI by marke/ng channel / program • Brand Awareness improvement is a key driver of goal achievement -­‐-­‐ Examples: Tradi-onal o Tradeshows o PR o Print • Marke/ng Tac/cs will typically Include focus on: o Building the Brand: See above o Increasing Penetra-on: Incen/ve and Loyalty program(s), communica/ons plaXorms, training, materials o Genera-ng Demand: " Integrated Marke/ng programs – e.g. Direct Mail + Email + Search Engine Marke/ng + Telemarke/ng " Lead Nurturing – ongoing digital communica/on based on digital or offline interac/ons with sales and marke/ng " Clear Value Props – what problems does your product solve? For whom? And why is yours beber? " New Sales Channels – Iden/fy new, less expensive sales channels, poten/ally outside typical approaches to reaching prospects Digital o Website / SEO o Thought Leadership & relevant content distributed via... o … PR, Email, Newslebers, Blog Posts, Social Media, Paid Search
  4. 4. In B2B Marke/ng, the Following Three Principles Lead to Effec/ve and Profitable Growth Accelera/on Face-­‐to-­‐Face marke-ng elevates the brand o Face-­‐to-­‐face rela/onships are / can be the brand in many cases o Target Customers must believe that your product is an industry leader and that you are too Thought Leadership Drives Brand Awareness and Improves Brand Image o Valuable insight for target customers will help them make beber decisions… o … and will elevate brand percep/on … o … and will provide ‘air cover’ for poten/al customers when selec/ng your product Marke-ng Efficiency is Cri-cal o Focus: Choose the 20% -­‐ 25% of effort that will drive 80% -­‐ 90% of poten/al impact o Scale: Enhance brand building with digital marke/ng efforts o Tools and Analy-cs " Produc-vity: Marke/ng automa/on (e.g. Marketo, Hubspot, Pardot, Eloqua) fully integrated with CRM " Op-miza-on: End-­‐to-­‐end measurement of success and ROI of all programs 4 1 2 3
  5. 5. Mapping the Marke/ng Mix to These Guidelines Can Profitably and Efficiently Generate Sales Growth Accelera/on 5 Marke-ng Approach Descrip-on Face-­‐to-­‐Face Marke-ng Trade Shows and Industry Events Goals: Generate new rela/onships with thought leaders and prospects, advance exis/ng rela/onships, build Brand. Client Advisory Panel Goal: Increase value for large current clients • Share best prac/ces • Understand addi/onal services and ROI Thought Leadership / Face-­‐to-­‐Face Marke-ng Roundtables with exis-ng and target customers Goal: Establish your company and product as a thought leader on relevant topics. Increase posi/ve brand awareness. Company Leaders on Industry Panels Goal: Establish your company as a thought leader within relevant ver/cals. Build brand awareness. Thought Leadership / Remote and Electronic Topics relevant to the problems your company solves Goals: (1) Establish your company and product team as a thought-­‐leader on important, ‘key word rich’ topics. (2) Develop ‘rela/onships’ with prospects whom you would otherwise not reach. Delivery Methods Webinars, Teleconferences, Ar/cles / Blog Posts, Newslebers Goal: Package content in a manner that can be mass-­‐ distributed and ‘re-­‐purposed’ Marke-ng Efficiency Distribu-on Methods Electronic – press releases, email, social media, website, Newslebers Goal: Build Brand and generate inbound leads – inexpensively and efficiently. Face-­‐to-­‐Face Marke-ng • Trade Shows & Sponsorship • Advisory Panels • Topical Thought Leadership • Topics: Focus on problems that product solves • Formats: Roundtables, panel discussions… Roundtables • Speaking on Panels …White Papers, Blog Posts, Webinars, Teleconferences, Independent surveys Marke-ng Efficiency Low cost distribu/on: Press Releases, Email, Social Media, Website, Newslebers, YouTube , Slideshare
  6. 6. Example: Up-­‐Front Planning and Analysis for a company with few tools and processes already in place • Add Site Analy/cs • Website SEO • Audit materials / gaps • Close major gaps (website, materials) • Compe/tor Monitoring • Plan marke/ng automa/on sooware • Con/nue closing major gaps • Implement marke/ng automa/on sooware • Assemble data on exis/ng customers • ID key clients and prospects to interview ID differen/a/ng characteris/cs • “New” Clients • “Growing” Clients • “Lost / Declining” Analyses to develop models for: • Abri/on warning • Likely upsell / Cross-­‐sell Align on KPIs PR Planning / Calendar • Iden/fy ‘Influencers’ & Awards • Create General communica/ons calendar Align on KPIs Create Marke-ng Calendar • Trade shows • Client outreach • Incen/ve / Loyalty programs • Topics for ‘content marke/ng’ calendar Implement Calendar Align on KPIs for 2015 Con-nued Execu-on (see Q2) Rplan Planning for Next Year • Full year ROI analysis • Map opera/onal readiness to marke/ng poten/al • Full Year Marke/ng Calendar 6 Cri-cal Tools to Increase insight, reach and efficiency Key Insights to Drive Cross-­‐Sell and Upsell Customer Segmenta-on & Targe-ng Planning Planning Q1 Q2 Q3 Q4 Tools and Enablement TOOLS, ANALYSIS AND PLANNING
  7. 7. • Add Q1 Q2 Q3 Q4 Site Analy/cs • SEO: Directories • SEO: Website changes • SEO: Case studies • SEO: Inbound Links TBD • New / enhanced materials for target segment(s) • Design, send branded ‘desk items’ to clients TBD • Newsleber(s) • Integrated mktg campaign(s) • Email • Paid Search (LinkedIn) • PR, Social, webinar • Targeted outreach • Design loyalty program(s) • Client Advisory Panel • Ramp up campaigns • Improve targe/ng • Develop repor/ng & scorecards for acquisi/on, calculators, scorecards • Begin targeted PR campaign towards key influencers – ‘road show’ • Ongoing applica/ons to relevant industry awards • Tradeshows • Bi-­‐Weekly ‘content’ and campaigns: white papers, webinars, infographics, etc via email, SEM, social, blogging, PR • Trade shows Example: Execu/on Calendar 7 Website and Collateral Website Marke-ng Collateral Penetra-on Increase, Acquisi-on, Branding TACTICAL EXECUTION Increase Penetra-on Acquisi-on and Branding
  8. 8. Mission: Know that trade group’s mission and how it relates to your brand, product and differen/a/on Know membership Know compe/tor rela/onship Annual Conference (Date, Loca?on) Compe=tor is Silver Sponsor Gold Sponsor: $6,500 Silver Sponsor: $3,200 Eastern Regional Mee?ng (Date, Loca?on) Western Regional Mee?ng (Date, Loca?on) Same as Above Industry Summit Summit (Date and Loca?on) Exhibitor: $1,650 + T&E 2014 Industry Symposium (Dates, Loca?on) Exhibitor: TBD Example: Brand-­‐Building – Industry Events 8 Industry Events Industry Trade Associa-on #2 Overview Q2 ‘14 Q3 ‘14 Q4 ‘14 Industry Trade Associa-on #1 Industry Sponsorship Opportuni/es
  9. 9. Michael Fertman – About the Author Michael Fertman is a B2B Product Marke/ng Expert whose 20+ year career has included leadership roles in B2B Corporate Marke/ng, Product Marke/ng and Product Management primarily for SaaS and Informa/on Services companies and products. He is currently providing product marke/ng consul/ng services to B2B firms with 10-­‐200 employees and $0mm to $50mm in annual sales. Previously, as CMO of an interna/onal market research firm serving the Investment community, he built the marke/ng func/on from the ground up. During his tenure the firm generated double-­‐digit growth in a flat market two years in a a row, taking share from the compe//on. Before his CMO role, He held a variety of Product Marke/ng roles at D&B, where his teams more than doubled the growth rate of six different product lines. His career also includes marke/ng strategy consul/ng at Booz & Company and Strategic Marke/ng for New York Life. He began his career as a Naval Officer, serving as Navigator of a Nuclear Powered Cruiser during the First Gulf War aoer abending the Wharton School of the University of Pennsylvania on a Navy ROTC Scholarship. He also holds an MBA in Marke/ng from the University of Chicago Booth School of Business. 9
  10. 10. Michael Fertman – Areas of Exper/se • Search Engine Op/miza/on o Gain first page Google and Bing rank for 3 to 5 cri/cal keywords o 5x to 10x increase in keyword-­‐driven site visits o Strategy, Planning and Execu/on o Examples: Primary Research Firms (Guidepoint Global); B2B SaaS CMO NYC (Michael Fertman) o Engagements ranging from 2 days to 3 weeks • Sales Growth Strategy -­‐-­‐ Diagnos/c and Ac/on Plan o Company must have 200+ clients o Customer Segmenta/on by growth category (new, growing, lost, declining) o Root cause analysis o Priori/zed ac/on plan o Plan execu/on • Integrated CRM and Marke/ng Automa/on procurement and implementa/on o Suitable for companies with $10mm+ annual sales and/or 200+ clients o Map sales process to CRM and Marke/ng automa/on o Procure suitable systems based on company maturity and growth trajectory o Manage implementa/on and rollout (requires some outside programming support) 10
  11. 11. Michael Fertman – Areas of Exper/se (con/nued) • Product Launch Management o Crao comprehensive launch plan " External: PR, Adver/sing, Customer and Prospect Communica/ons, Case Studies and Tes/monials " Internal: Internal launch communica/ons plan, sales enablement o Launch Plan Execu/on " Marke/ng Materials (see above) " PR " Website changes o Engagements ranging from weeks to months 11

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