A five step marketing strategy to improve revenue for business to business (b2B) service industry in 2020 and beyond.

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2020 | B2B Service Industry
Marketing Strategy
Some of the more radical ideas worth discussing
A Soorjaneel Chaterjie presentation

2. z
A
Soorjaneel
Chaterjie
Presentation
Account Based Marketing | ABM
Account based marketing is a form of marketing that uses highly
targeted, personalized campaigns to win over
particular accounts. ... Instead of ending with a target company
that's a good fit for you to sell to (after you've filtered out all the
bad leads), with ABM, you start with target companies.
Jaffe's phrase "flipping the
funnel" essentially means
spending fewer resources on
acquiring new customers and
spending more on
acknowledging and retaining
current customers. These
satisfied customers, in turn, can
be empowered to share their
brand experience with peers
and become a new customer
acquisition channel.
LONG TERM
OBJECTIVE
Account-based
marketing seeks to kick-off the
sales process with higher-value
opportunities earlier, get the
highest ROI possible
from marketing campaigns, as
well as align marketing, sales,
and account management
for longer-term success.
HOW TO START
 Get buy in and set goals
 Identify high priority target
accounts
 Profile decision makers &
influencers
 Create content around personas
and the client journey
 Choose proper channels & tools
 Plan & execute targeted
campaigns
 Measure, analyze and optimize
IDENTIFY
EXPAND
ENGAGE
ADVOCATE
MEASURE
flip the funnel…
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A
Soorjaneel
Chaterjie
Presentation
Conversational selling | Live Chat
Conversational marketing or
conversation marketing is a
feedback-oriented approach to
marketing used by companies
to drive engagement, develop
customer loyalty, grow the
customer base, and, ultimately,
grow revenue. ... As a result,
conversational marketing has
taken on a whole new level of
importance.
MORE THAN
CUSTOMER
SERVICE
But live chat is so much more
than a customer service
function.
With a little effort, your live
chat function can be one of
your most potent and
productive sales channels.
Visitors who use web chat are
2.8 times more likely to
convert than those that don’t.
What’s more, they’re likely to
spend 60% more on their
purchases.
CRITERIAS TO
AUTOMATE
Criteria's to use when deciding to
automate conversation on Live Chat
 Is it significant, cheap and easy?
 Is it purposeful, replicable and
impactful?
 Is it repeatable?
 Is it relationship-focused?
Live chat is often incorrectly pigeonholed as a way of dealing
with complaints.
There’s no denying that it’s an extremely effective customer
service channel. In fact, 92% of customers say they’re satisfied
with their live chat experiences – a higher proportion than any
other communications channel.
GO AHEAD, ASK SOMETHING
POWERED BY YOUR COMPANY®
for representational purposes only…
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A
Soorjaneel
Chaterjie
Presentation
Building authority through Thought Leadership
By definition, thought leadership
is a method of marketing, which
solidifies you as an expert and
authority within your industry.
The goal of thought leadership
marketing is not to create sales
heavy content, but to provide an
entry point to your business by
branding yourself as an expert.
WHY IS IT
IMPORTANT
Thought Leadership Builds
Credibility and Trust.
Providing people with
valuable, accurate
information on a consistent
basis earns you credibility
and rapport. Your peers will
respect you for this, making
them more likely to help you
in any way that they can.
HOW TO
DEMONSTRATE
 Identify and articulate industry
problems
 Become your audience’s
spokesperson
 Think beyond the obvious
A thought leadership strategy brings together an organization's
best thinking so it can be applied strategically to build brand
equity, generate demand, build customer relationships and
create new opportunities for sales and partnerships. Thought
leadership builds the cornerstone of an inbound marketing
strategy.
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A
Soorjaneel
Chaterjie
Presentation
Rebranding strategy | Logo refresh
A company's logo makes up
their brand identity and how
people see them. So while
redesigning their logos. it is
important for companies to aim
for freshening up their appeal as
well as maintaining the level of
trust and dependability people
feel towards the brand.
BENEFITS OF
REBRANDING
 Connect with new
audience. Perhaps the
biggest advantage of
rebranding is ability to
reach new potential
customers
 Set apart from
competition
 Stay current
 Reflect new goals,
products, offers or values
 Boost bottom line
HOW TO
MODERNIZE
 Strip it down
 Change the font
 Simplify the design
 Change the colors
 Company | Product centric
Rebranding is the process of changing the corporate image of
an organization. It is a market strategy of giving a new name,
symbol, or change in design for an already-established brand.
The idea behind rebranding is to create a different identity for a
brand, from its competitors, in the market.
SOORJANEEL CHATERJIE
for representational purposes only…
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6. z
A
Soorjaneel
Chaterjie
Presentation
Use existing vehicles | Resources
9 ways to turn invoices into
marketing machines;
1. Offer referral & loyalty
incentives
2. Share a customer
testimonial
3. Announce new product/
service offering
4. Add a QR code with video
marketing link
5. Add a link to a free report or
whitepaper for download
6. Ask customers for feedback
on your services/ products
7. Offer a sneak peak in new
services, locations,
products
8. Upsell your services
9. Offer a limited period
discount code only
available through invoice
INVOICE FORMAT
 Can be personalized for
individual customer to
have specific information.
 Improved brand identity
and layout
 Specific incentives (like
pay by specific date as
get discount etc.)
 Improved communication
etiquette
 Place offers and products
that are of importance
SALES
DOCUMENTS
FORMAT
 Proposal formats can be more
interesting
 Easy contract formats which are
visually pleasing
 Project proposals with “offers” to
existing customers
The documents that are shared with prospects | customers
currently can be used intelligently to provide marketing
information. Some of these documents are stringently reviewed
by users, influencers and decision makers and therefore making
them interesting will help deliver appropriate message to the
audience
5 for representational purposes only…