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B2B Marketing
With Cole and Cassie
Is there a
problem with
our marketing?
Sales is convincing people to buy our
product. Marketing is reaching more of
the right people, so that sales leads to
results
Reaching more customers. Less work
for more meetings. Higher conversion
from meeting to raise
So do we have a problem?
• How much work does it take to raise a sales meeting?
• How many meetings does it take you to raise a TN?
• How many companies call AIESEC in your country because they
want to take an intern?

• How many of your TN-takers introduced you to 5 or more other
companies you could work with?
Lead Generation Methods
• Cold calling: Low conversion, time-intensive
• Networking events: Low conversion, a lot of follow up, timeintensive
• Warm leads from alumni / BoA: High conversion rate, low in
quantity
Meetings Converting to Contracts
• Companies don’t know us, takes many meetings to build trust and
credibility
• We don’t provide the information the companies want in the first
place, so we have to have many meetings
Contracts Converting to Many TNs
• Companies rarely take many TNs in their first try
B2B Marketing’s Potential in the Sales
Process
# of iGIP
members?

# of Meetings
per Member

# of Sales
Meetings

# of
meetings
per Contract

# of TNs
per
contract

Raise –
Match
Rate

Match –
Realize
rate

200

8

1600

20

2

55%

90%

79

200

10

2000

16

2.5

55%

90%

155
Bringing qualified leads to
our members means more
sales meetings, higher
conversion from meeting to
contract, and larger
contracts
But how do we do
this?
Expectation:
“You think you know, but you have no
idea.”
Our 5
B2B
Marketing
Tactics

Events

Alliances

Social Media +
Online
Content

Referrals

Endorsemen
ts
• Working with umbrella organisations to connect
with your target audience
• Ex. Chamber of commerce, IT organisations, etc.

Alliances

• How do you find these?
• GOOGLE EVERYTHING!
• Check your national/local business directory
• Look for events in your city, find out who organises
them
• Attending events not for general AIESEC
representation, but specifically because
your target audience is there.
• How do you find them?

Events

• GOOGLE EVERYTHING
• Look on eventbrite
• Find out where companies you target are
speaking/attending
Referrals

• Asking those who know about AIESEC to
refer you to someone else who might be
interested
• Just like an EP bringing a buddy along to an
info-session night, or telling their friend
about their internship
• Ask your current partners, BoD, alumni if
they know anyone who might be interested
• Alumni referral programme
Endorsemen
ts

• Ask your current partners and champions to
write an endorsement letter.
• Find those quotes about your organisation!
Social Media +
Online
Content

• Use the insight you gain, and experience
you have to tailor content to your target
audience
• Position AIESEC as the expert in the field of
your target industry
• End game: Bring them to your website and
sign up on the ORS for more information
An Example of all this?
Events

Cassie googled
IT events in
Europe

Events

Cassie found
Gartner
Symposium
ITXpo

Alliance
Cassie contacted
them about
attending the event
and possibly
speaking to provide
youth perspective to
their delegates

Gartner agreed to
provide AIESEC
with 2 all-access
passes and 2
roundtable
sessions
Events

Online content
Using insight, we
write a blog
around “Top
questions
employers have
about Gen Y”
Drive ORS registrations

Alliance

We gain insight
and knowledge
around what the
industry is looking
for

We collect
business cards to
follow up with
them
Warm leads

Cassie and
Crisette attend the
event and provide
roundtable
discussion
Drive ORS registrations
What does B2B
Marketing driving
iGIP look like?
How Can You Make Sure These Tactics
Are Bringing Results?
How Can You Make Sure These Tactics
Are Bringing Results?

Events

VP COMM:
# of
company
leads on
ORS*

VP iGIP:
# of TNs
raised

*Specifically from this tactic
How Can You Make Sure These Tactics
Are Bringing Results?

Alliances

VP COMM:
# of company
leads on ORS*
# of alliances
formed

VP iGIP:
# of TNs
raised

*Specifically from this tactic
How Can You Make Sure These Tactics
Are Bringing Results?

Endorsemen
ts

VP COMM:
# of
endorsements
gained
# of ORS
registrations*

VP iGIP:
# of TNs
raised

*Specifically from this tactic
How Can You Make Sure These Tactics
Are Bringing Results?

Referrals

VP COMM:
# of referrals
gained

VP iGIP:
# of TNs
raised*

*Specifically from this tactic
How Can You Make Sure These Tactics
Are Bringing Results?

Social Media

VP COMM:
Consistent
positioning on
Linkedin
# company ORS
registrations*

VP iGIP:
# of TNs
raised

*Specifically from this tactic
How Can You Synergize Between iGIP
and Marketing?
iGIP Should Provide

Marketing Should Provide

Be totally clear in what market you want to attract
Numerical goals for leads,
meetings, and TNs Ra in target
industries

B2B Marketing tactics

Tracking activities creating leads
Converting leads to meetings at
and educating the LCs on how to
MC and LC level
do it
Always make sure who does what is clear

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B2B Marketing Introduction

  • 2. Is there a problem with our marketing?
  • 3. Sales is convincing people to buy our product. Marketing is reaching more of the right people, so that sales leads to results Reaching more customers. Less work for more meetings. Higher conversion from meeting to raise
  • 4. So do we have a problem? • How much work does it take to raise a sales meeting? • How many meetings does it take you to raise a TN? • How many companies call AIESEC in your country because they want to take an intern? • How many of your TN-takers introduced you to 5 or more other companies you could work with?
  • 5. Lead Generation Methods • Cold calling: Low conversion, time-intensive • Networking events: Low conversion, a lot of follow up, timeintensive • Warm leads from alumni / BoA: High conversion rate, low in quantity
  • 6. Meetings Converting to Contracts • Companies don’t know us, takes many meetings to build trust and credibility • We don’t provide the information the companies want in the first place, so we have to have many meetings
  • 7. Contracts Converting to Many TNs • Companies rarely take many TNs in their first try
  • 8. B2B Marketing’s Potential in the Sales Process # of iGIP members? # of Meetings per Member # of Sales Meetings # of meetings per Contract # of TNs per contract Raise – Match Rate Match – Realize rate 200 8 1600 20 2 55% 90% 79 200 10 2000 16 2.5 55% 90% 155
  • 9. Bringing qualified leads to our members means more sales meetings, higher conversion from meeting to contract, and larger contracts
  • 10. But how do we do this?
  • 11. Expectation: “You think you know, but you have no idea.”
  • 12. Our 5 B2B Marketing Tactics Events Alliances Social Media + Online Content Referrals Endorsemen ts
  • 13. • Working with umbrella organisations to connect with your target audience • Ex. Chamber of commerce, IT organisations, etc. Alliances • How do you find these? • GOOGLE EVERYTHING! • Check your national/local business directory • Look for events in your city, find out who organises them
  • 14. • Attending events not for general AIESEC representation, but specifically because your target audience is there. • How do you find them? Events • GOOGLE EVERYTHING • Look on eventbrite • Find out where companies you target are speaking/attending
  • 15. Referrals • Asking those who know about AIESEC to refer you to someone else who might be interested • Just like an EP bringing a buddy along to an info-session night, or telling their friend about their internship • Ask your current partners, BoD, alumni if they know anyone who might be interested • Alumni referral programme
  • 16. Endorsemen ts • Ask your current partners and champions to write an endorsement letter. • Find those quotes about your organisation!
  • 17. Social Media + Online Content • Use the insight you gain, and experience you have to tailor content to your target audience • Position AIESEC as the expert in the field of your target industry • End game: Bring them to your website and sign up on the ORS for more information
  • 18. An Example of all this? Events Cassie googled IT events in Europe Events Cassie found Gartner Symposium ITXpo Alliance Cassie contacted them about attending the event and possibly speaking to provide youth perspective to their delegates Gartner agreed to provide AIESEC with 2 all-access passes and 2 roundtable sessions Events Online content Using insight, we write a blog around “Top questions employers have about Gen Y” Drive ORS registrations Alliance We gain insight and knowledge around what the industry is looking for We collect business cards to follow up with them Warm leads Cassie and Crisette attend the event and provide roundtable discussion Drive ORS registrations
  • 19. What does B2B Marketing driving iGIP look like?
  • 20.
  • 21.
  • 22. How Can You Make Sure These Tactics Are Bringing Results?
  • 23. How Can You Make Sure These Tactics Are Bringing Results? Events VP COMM: # of company leads on ORS* VP iGIP: # of TNs raised *Specifically from this tactic
  • 24. How Can You Make Sure These Tactics Are Bringing Results? Alliances VP COMM: # of company leads on ORS* # of alliances formed VP iGIP: # of TNs raised *Specifically from this tactic
  • 25. How Can You Make Sure These Tactics Are Bringing Results? Endorsemen ts VP COMM: # of endorsements gained # of ORS registrations* VP iGIP: # of TNs raised *Specifically from this tactic
  • 26. How Can You Make Sure These Tactics Are Bringing Results? Referrals VP COMM: # of referrals gained VP iGIP: # of TNs raised* *Specifically from this tactic
  • 27. How Can You Make Sure These Tactics Are Bringing Results? Social Media VP COMM: Consistent positioning on Linkedin # company ORS registrations* VP iGIP: # of TNs raised *Specifically from this tactic
  • 28. How Can You Synergize Between iGIP and Marketing? iGIP Should Provide Marketing Should Provide Be totally clear in what market you want to attract Numerical goals for leads, meetings, and TNs Ra in target industries B2B Marketing tactics Tracking activities creating leads Converting leads to meetings at and educating the LCs on how to MC and LC level do it Always make sure who does what is clear