April 2012-Marketing Roundtable-Sean Hickey

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The document provides exercises for a marketing roundtable on business-to-business marketing. It includes prompts to complete a positioning statement for a company called Bob's Boxes, identify target customer segments for Bob's Boxes through geographic, job role, behavioral, and demographic characteristics, and list 5 key performance indicators that could be relevant for measuring Bob's Boxes marketing efforts. Contact information is also provided for follow up.

Ann Arbor SPARK Marketing Roundtable

B2B Box of Tricks
10 April, 2012

B2B Box of Tricks

Exercise 1 – Positioning

Please complete the Positioning Statement below for Bob’s Boxes.

For…
(target customer)

Who…
(statement of need
or opportunity)

The product,
company, or service…

Is a…
(product category)

That…
(key benefit, compelling
reason to buy)

Unlike…
(competitive alternatives)

Our product…
(primary differentiator)

B2B Box of Tricks

Exercise 2 – Targeting

Choose 2-3 Examples for Each

Geographic

Job title or role

Behavioral

Demographic – company size, etc

B2B Box of Tricks

Exercise 3 – Marketing Metrics

Please list 5 Key Performance Indicators that you think
might be relevant for Bob’s Boxes.

1.

2.

3.

4.

5.

B2B Box of Tricks

For more information please contact:

Sean Hickey
COO
PWB Marketing Communications

www.pwb.com

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