This document summarizes a presentation on business to business marketing tactics. The presentation covers understanding customers, building a strong brand, and implementing marketing strategies like email marketing, social media, and partnerships. Key advice includes focusing marketing using customer data and insights, prioritizing word-of-mouth through referrals and reviews, and testing different tactics to find the most effective approaches. The goal is to help businesses grow profitably through targeted and measurable marketing.

1. Business to Business
Marketing
Shane Redding, Think Direct

2. A little bit about me
 30 + years in
marketing
 Consult, train and
& lecture
 Own 2 companies
and hold 3 NEDs
 Built and sold 3
marketing led
businesses
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3. In 30 mins!
 Time to think!
 Focus – what is ONE thing that will
make the difference
 Keep it simple
 Shared learnings
 Questions
 Action Plan
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4. Top Tips to grow your
business profitably
 Your brand
 Who are your customers?
 Where are your customers?
 How to reach them?
 Top tips for marketing tactics that
work
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5. Marketing today
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6. Know Your Brand
 The essence? Can you sum up your
difference in one sentence?
 Creative: dare to be different,
surprise, delight - but get it right
 Live, breathe, deliver it
 Every touch point NOT just marketing
 Consistency
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7. The 4 Cs
1. Consistency: people + attention to
detail
2. Content: tell the story, make it
relevant
3. Collateral: engage all the senses
4. Customer Service: where the brand
fails
If you get it right…..
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8. Successful Brands = £££
 Loyal customers (keep coming back
and buying more)
 Customers do your marketing for you
(WOM/social media)
 Have clarity of vision which supports
growth
 Your brand values have a £ value
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9. ACTION PLAN
Your brand?
 What is your compelling proposition
as to why people should buy from
you?
 Is it clear enough?
 Does it leap off your home page?
 Do all your staff understand it?
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10. An example
 4 solicitors
 All different – but does the difference
stand out?
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16. Who are your customers?
 Market segment(s) in your business
plan
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17. Who are your customers?
The basics: Immerse yourself!
Online research – competitors, market
statistics, media, channels to market
(associations), influencers (bloggers)
Offline research – talk to your potential
customers!
Top Tip: “A day in the life of”
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18. Market and Customer
Insight – What is it FOR?
The CRUNCH is to DRIVE sales!
1.Insight + Action = Sales
2.Capture Contact Data at every touchpoint
(legally) (name/address/phone/email/mobile)
3.Build a CRM database (ideally as part of your
transactional system)
4.Track channels by value
5.Look at the data and use it!
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19. Where are your customers?
Focus on your chosen route to market
Local, National, International?
B2B or B2C or both?
Direct or Indirect?
Online and offline
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20. First Find them!
 Geography
 Behaviour
 Media
E.g. Hunts Transport customers include
event and exhibition organisers, their
association is http://www.aeo.org.uk/
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21. 2 Help them find you
nd
 Search – are you there?
 But improve YOUR Website FIRST,
especially content, keywords and links
 Then check rankings
 Links – track which work (Google
analytics)
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22. 2 Help them find you
nd
 External directories (the more listings
the higher your natural search):
 General: freeindex, yell, thomson,
 Local: e.g. This is my kingdom
 Specialist: Often media or trade
association owned
Top tip: Get on all the free listings first
then paid!
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23. Target and cultivate
influencers
 Bloggers BUT the ones that matter!
(see http://www.invesp.com/blog-rank)
 Journalists (what’s the story?)
 Trend setters (product placement)
 Thought leaders in your customers
areas of interest
 Customers!
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24. Customers: Keeping them =
Keep in touch!
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25. Don’t forget to
 Say thank you
 Tell them what else you do
 Ask for testimonials
 Offer rewards for referrals
 Keep in touch (collect their data!)
 Make it personal!
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26. Marketing Tactics that work
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27. 1. Put Data at the heart of
your business
 Choose systems that enable data
driven marketing (cloud/api)
 Easy to access, analyse and use
 Keep data accurate and up to date
by USING it
 Ensure a value exchange
 Data = customers (so treat with
care!)
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28. 2. Target using the 3 R’s
1. Right person
2. Right place
3. Right time
This will give you the best return on
your marketing - more than
anything else!
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29. 3. Free Marketing
= Word of Mouth
 Social media BUT target
 Recommend a friend (reward £) – can
be Facebook likes, email f2f, linked in
endorsement, physical (2f1)
 Make it easy: provide links
 Track your best referrers
 Don’t ignore the negative!
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30. 4 . Copywriting
Attract
Interest
Desire
Action
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31. 4 . Copywriting
 AIDA: apply to all your marcoms
 Personalise – treat customers
differently
 Your headline/subject line are key
messages
 Most powerful words = thank you!
 And always ask for the order
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32. 5. Your Website
Again AIDA
1.Strong clear brand message
2.Clear easy to use navigation
3.Be consistent
4.Action: Keep it simple
5.Make sure it’s compliant
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33. 6. Copy the best
1. If you open an email and buy ask
yourself WHY?
2. 1 - click works
3. Reminder marketing works (use
Google analytics)
4. Recycle, repurpose, reuse content
5. Helping the customer – call them!
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34. 7. Email marketing
1. Collect the email – doh!
2. Make it easy, relevant and compliant
3. Check: links, spam filters, rendering,
spelling!
4. Test SMALL
5. Make Mobile friendly
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35. 7. Email marketing
1. Start small – use a free esp (mailchimp
etc.)
2. You pay for what you get – so expect to
outsource as you grow
3. Integrate – email to social and back
4. Newsletters are great but send them
“regularly” not “monthly” – only send
when you have something to say
5. and what do you want them to do?
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36. 8. Choosing the right media
1. Don’t ignore gut feel!
2. Get under the skin of your target
audience, walk the walk, feel their
pain!
3. Target: less is more!
4. Go to them – flyers, mailers, POS,
package inserts, side of lorry!
5. Only pay if you can measure it!
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37. 9. Partner marketing
1. Powerful, but choose with care!
2. Brand affinity (charity, person)
3. Product affinity (wedding
dress/photography)
4. More important = Customer group
5. What do you have, that the partner
wants/needs?
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38. 9. Measurable marketing
1. ROMI for every £1 you spend you
want to know what profit you made
2. Any marketing that asks for a
response is measurable, so always
ask for a response!
3. Your metrics will change over time
from number of new customers
(CPR), Value of sale (CPO), value of
customer (LTV)
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39. 9. Measurable marketing:
What to measure and Tools
1. Online: Referral sites, page views,
Ad ROI, Google Analytics (free)
2. E commerce: Google Checkout
3. Email: depends on esp but opens,
clicks, hard bounces, soft bounces
4. Offline: Media by Unique code
5. B2b: tools like Lead Forensics
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40. Lead Forensics: Leads to
Sales
 Takes the IP address of your visitors
and matches it to the UK business
universe
 So you know which companies by
size/sector/geo are on your site
 Provides phone number to follow up
 You can link to YOUR database to
score leads and track customers
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43. 10. KISS
1. Focus
2. What do you do well?
3. What do you NOT do well?
4. Outsource for growth
5. Keep doing it better
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44. 4 E’s = trends to exploit
 Product is Experience
 Place is Everywhere
 Price is Exchange
 Promotion is Evangelism
Rory Sutherland: Ogilvy
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45. ACTION PLAN
Marketing Tactics
 What are you going to do differently?
 How are you going to do it?
 Who is going to do it?
 When will it be done?
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46. Thank you!
Shane.Redding@thinkdirect.biz
Slides on Slideshare and linked in
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