This document provides an overview of B2B marketing tactics and strategies. It discusses how B2B marketing differs from B2C marketing in factors like potential market size and value proposition. Some common B2B marketing tactics are then outlined, including advertising, direct mail, direct sales, and search engine optimization. The document stresses the importance of generating quality leads for sales teams to close deals. It provides tips for developing an effective B2B marketing strategy, such as conducting market research, understanding available resources, and setting realistic targets that can be measured through analytics.
Making marketing personal in a distracted world. Make your online and offline marketing be the most effective it can be with a mix of advertising, marketing PR, and social media.
Marketing for Startups: The Most Important QuestionSeth Cargiuolo
Many early-stage start-ups find themselves strapped for cash and focused on getting their product ready to ship, and don't always have the budget or time to devote to marketing. When they need to explain and pitch their product, service, and brand to customers, investors or potential hires, they tend to fall back on explaining the features and benefits - which is the wrong path to tread.
This deck accompanied a talk I gave to early-stage and funded start-ups about the importance of having a clear, compelling story to tell to customers, investors, and potential talent. I cover how "story" fits in to the marketing process, examples of how important the story is, the importance of emotional connection, and ways to begin assembling a marketing strategy.
The presentation was given at FShareX (Founders Share Exchange) in March, 2015 at a session entitled "Demystifying Marketing for Startups".
FShareX is a monthly meetup of start-ups where entrepreneurs share their stories and knowledge to help their firms and others succeed.
We utilized this presentation during the marketing strategy workshop for local business owners and entrepreneurs, but I can work for anyone. Here are some of the points you will learn:
- What’s a marketing plan and why do you need one?
- What’s the difference between a marketing strategy and a marketing plan?
- Finding the right marketing tools and channels that would work for you.
- How to start building a small business marketing plan.
An eBook for small and medium size businesses, start-up, and entrepreneur. The value and importance of marketing is not always understood by business owners until it’s either too late or the business is so far behind their competitors that they are forced to play an expensive and time-consuming game of “catch-up” if they want to stay relevant to today’s savvy customer.
In this extensive review of account-based marketing, Eric Mower & Associates provide B-to-B marketers with everything they need to know about this rapidly growing tactic, including how and why it must be done.
PJA Advertising + Marketing provides three tips for B-to-B marketers looking to evolve their brands, plus examples from clients who have already had success doing so.
Making marketing personal in a distracted world. Make your online and offline marketing be the most effective it can be with a mix of advertising, marketing PR, and social media.
Marketing for Startups: The Most Important QuestionSeth Cargiuolo
Many early-stage start-ups find themselves strapped for cash and focused on getting their product ready to ship, and don't always have the budget or time to devote to marketing. When they need to explain and pitch their product, service, and brand to customers, investors or potential hires, they tend to fall back on explaining the features and benefits - which is the wrong path to tread.
This deck accompanied a talk I gave to early-stage and funded start-ups about the importance of having a clear, compelling story to tell to customers, investors, and potential talent. I cover how "story" fits in to the marketing process, examples of how important the story is, the importance of emotional connection, and ways to begin assembling a marketing strategy.
The presentation was given at FShareX (Founders Share Exchange) in March, 2015 at a session entitled "Demystifying Marketing for Startups".
FShareX is a monthly meetup of start-ups where entrepreneurs share their stories and knowledge to help their firms and others succeed.
We utilized this presentation during the marketing strategy workshop for local business owners and entrepreneurs, but I can work for anyone. Here are some of the points you will learn:
- What’s a marketing plan and why do you need one?
- What’s the difference between a marketing strategy and a marketing plan?
- Finding the right marketing tools and channels that would work for you.
- How to start building a small business marketing plan.
An eBook for small and medium size businesses, start-up, and entrepreneur. The value and importance of marketing is not always understood by business owners until it’s either too late or the business is so far behind their competitors that they are forced to play an expensive and time-consuming game of “catch-up” if they want to stay relevant to today’s savvy customer.
In this extensive review of account-based marketing, Eric Mower & Associates provide B-to-B marketers with everything they need to know about this rapidly growing tactic, including how and why it must be done.
PJA Advertising + Marketing provides three tips for B-to-B marketers looking to evolve their brands, plus examples from clients who have already had success doing so.
No question, the marketing mix has has significantly changed, shifted, and evolved from traditional marketing to Internet-centric approaches. But are marketers eliminating advertising, PR, trade shows, email and replacing with inbound marketing? Not even close. Sure small companies that never did marketing might only implement Inbound marketing, but most brands active in marketing employ a full complement of marketing elements and approaches.
Here in the unbiased, objective halls of the Modern Marketing University (MMU), we put forth a new theory of effective, best-practice marketing. A marketing mix that is multi-disciplined with a consistent brand identity and message. Outbound Marketing integrating seamlessly with Inbound Marketing, and more measurable than ever before.
We call it Integrated Inbound™ Marketing, and we illustrate the components and inter-relationships via the Inbound/Outbound Marketing™ Process Infographic, below.
Product Launches that #POP by Muthoni MaingiSolomon Muigai
Presentation on how to create product launches that stand out in today's competitive market.
Topic covered include:
- Push Marketing vs Pull Marketing
- Placebo Effect
- ROI
To be effective at outbound marketing, one must first have a clear understanding of what it actually means. Outbound marketing by definition refers to paid advertising and media services. That sounds simple enough, but outbound marketing is complex, in part because it rarely exists in a vacuum. It is important to understand the complex relationships and interdependencies between paid (outbound), owned (inbound) and earned media before launching any campaign.
This article will introduce you to the basic concepts of content marketing - content marketing is the process of doing the necessary customer research and gathering customer intelligence, developing relevant content based on that research and intelligence, developing a marketing strategy and then deploying/implementing the plan to take full advantage of the content.
A well prepared and well -thought out presentation on the topic of Marketing and E-marketing covering topics like digital marketing over traditional marketing and goes further to explain how relevant digital marketing is in the business world today.
Integrated Marketing: What It Is and Why You Should Embrace It (part 2 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. presentation demonstrates the inter relationship and synergy of all elements of all marketing communications.elements.
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
Business West held a one day workshop on Innovative Marketing Strategies for Small Businesses on a limited Budget, this covered Guerrilla Marketing, Fusion Marketing, Affilliate Marketing and Joint Venture Marketing along with learning about the socail media tools you can use to put these strategies into action.
No question, the marketing mix has has significantly changed, shifted, and evolved from traditional marketing to Internet-centric approaches. But are marketers eliminating advertising, PR, trade shows, email and replacing with inbound marketing? Not even close. Sure small companies that never did marketing might only implement Inbound marketing, but most brands active in marketing employ a full complement of marketing elements and approaches.
Here in the unbiased, objective halls of the Modern Marketing University (MMU), we put forth a new theory of effective, best-practice marketing. A marketing mix that is multi-disciplined with a consistent brand identity and message. Outbound Marketing integrating seamlessly with Inbound Marketing, and more measurable than ever before.
We call it Integrated Inbound™ Marketing, and we illustrate the components and inter-relationships via the Inbound/Outbound Marketing™ Process Infographic, below.
Product Launches that #POP by Muthoni MaingiSolomon Muigai
Presentation on how to create product launches that stand out in today's competitive market.
Topic covered include:
- Push Marketing vs Pull Marketing
- Placebo Effect
- ROI
To be effective at outbound marketing, one must first have a clear understanding of what it actually means. Outbound marketing by definition refers to paid advertising and media services. That sounds simple enough, but outbound marketing is complex, in part because it rarely exists in a vacuum. It is important to understand the complex relationships and interdependencies between paid (outbound), owned (inbound) and earned media before launching any campaign.
This article will introduce you to the basic concepts of content marketing - content marketing is the process of doing the necessary customer research and gathering customer intelligence, developing relevant content based on that research and intelligence, developing a marketing strategy and then deploying/implementing the plan to take full advantage of the content.
A well prepared and well -thought out presentation on the topic of Marketing and E-marketing covering topics like digital marketing over traditional marketing and goes further to explain how relevant digital marketing is in the business world today.
Integrated Marketing: What It Is and Why You Should Embrace It (part 2 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. presentation demonstrates the inter relationship and synergy of all elements of all marketing communications.elements.
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
Business West held a one day workshop on Innovative Marketing Strategies for Small Businesses on a limited Budget, this covered Guerrilla Marketing, Fusion Marketing, Affilliate Marketing and Joint Venture Marketing along with learning about the socail media tools you can use to put these strategies into action.
This binder offers a detailed view on how the product was mass-manufactured, what machinery and processes were involved, and where the material was sourced. We have disclosed all of these documents with hopes that the information will help other aspiring undergraduate industrial designers.
Great leadership requires equally great qualities to be effective. Here are four inspired qualities of not only a great leader, but a slam-dunk leader.
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
Presentation delivered by Andy Bargery of Klaxon at a conference in London called The Evidence, March 2014.
The conference was organised by B2B Marketing Magazine and revolved around entries into the B2B Marketing Awards in 2013. This presentation was based on the submissions to those awards.
The importance of digital marketing lies in the fact that it is inexpensive and offers a plethora of options to connect with potential customers all around the world. Content marketing, email marketing, and social media marketing all help to raise brand recognition and enlighten clients about your products/services.
Top 8 Benefits of Digital Marketing for Business and Students-NextGen Marketi...Nextgen Marketing School
Find top 8 business improvement benefits for small to large level business, promote your business digitally, also know how digital marketing course is beneficial by learning it for students, job seekers, freshers, and working professionals.
In the ever-evolving marketing landscape, it has become imperative for a business to integrate digital marketing
courses in Pune into its overall marketing strategy. Students in this course will explore the development, production and
implementation of digital-marketing delivery methods including, but not limited to, email marketing, web-based
marketing, search-engine optimization (SEO), online advertising, and social media. The curriculum will introduce tools
to appropriately measure and evaluate the effectiveness of digital-marketing campaigns that are designed to improve
the experience of the consumer. New trends, as well as key opportunities for innovation, will also be included.
Traditional Marketing vs Digital Marketing seo company coimbatore EzioSolutions1
Ezio is a leading SEO company in Coimbatore, India.
Rank your website in Google. Ezio Solutions one of the best Search Engine Optimization (SEO , Mobile SEO, ECommerce SEO) Company Coimbatore with proven Methodologies & Techniques.
BEST SEO COMPANY IN COIMBATORE- TURN YOUR WEBSITE TRAFFIC INTO REVENUE
We at Ezio, best SEO Company in india have the track record to prove it and turn your strategies that connect with your brand and toss-up your winning chances.We have verified accomplishment with businesses over industries and niches.
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
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How to Audit Your Influencer Marketing AgencyThe Shelf
In this guide, we take you through 14 of the most common problems marketing teams face with launching and running effective influencer campaigns, tell you the 4 mistakes that are causing the problems, and show you how to fix them. Get the guide now.
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Why Digital Marketing Is As Important As Traditional MarketingSoap Media Inc.
If you are looking for an Ottawa digital marketing company, make sure that they look promising on all these factors. Here’s what to expect from a digital marketing company.
Complete Guide on Digital Marketing. Digital marketing has revolutionized the way businesses connect with their target audience in the 21st century. In an era dominated by technology and the internet, digital marketing encompasses a wide range of strategies and tools used by companies to promote their products and services, build brand awareness, engage customers, and drive sales. This comprehensive and dynamic approach has become an essential aspect of any successful marketing campaign, transcending geographical boundaries and providing unprecedented opportunities for businesses to thrive in the digital landscape. This article delves into the various components of digital marketing, its significance, and the evolving trends that shape its future.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
The 4 P’s of Marketing: Confessions of a Guerrilla Marketer presented by the Innovation Center will address the very fundamentals to building a marketing strategy that encompasses understanding product/service, price, place, and promotion, the four p’s of marketing. The training session will also provide insight on how to become a guerrilla marketer and to stay top-of-mind when consumers are ready to make a purchasing decision. Guerrilla marketing was founded by Jay Conrad Levinson and was developed to help provide a system for businesses that don’t possess large marketing budgets like big brands, McDonald's or Nike, to market themselves in unique methods to earn the attention of their audiences and to increases sales revenue.
View the Upcoming Workshops page to see when and where the workshop will be held next. If you are interested in hosting a 4 P's of Marketing: Confessions of a Guerrilla Marketer workshop session in your community please contact the Innovation Center's Lynn Wilson, 918-343-7622, or by email, lwilson@rsu.edu.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
Contact Anthony William Tucker to discuss hosting this workshop in your community for your city government, chamber of commerce, economic development entity, main street association, or other organizations that contain members who are seeking branding and marketing insight. Email AWT, william@tuckerforoklahoma.com or call, 918-613-0411.
DNS Business Development Workshop
Course Overview This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry. The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course. The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
Digital Marketing Vs Traditional Marketing: Which Produces Better?Purpple Designs
Traditional marketing doesn't allow direct engagement with potential customers, whereas digital marketing offers a higher level of engagement and interaction.
2. B2B Marketing Overview
Tactics and Strategies
By Anthony E. Byrne
Anthony is CEO and co-founder of Product2Market,
a leading European Technology Marketing Agency.
A graduate of UCD Michael Smurfit School of
Business in Dublin, he has been involved in a
number of successful Start-ups and is a career
marketeer.
Anthony’s background is in both Advertising and
Software and he has been on the forefront of how
both have intersected to to be come modern
Marketing.
@Anthony_Byrne
3. INTRO
Business to Business marketing differs greatly from Business to Consumer marketing. This
applies to factors such as potential target market size, value proposition and consequently,
decisions and approaches used by marketing managers. In the past, Business to Business
marketers had a (more) straight forward approach to winning new business.
This was because of less competition in the marketplace, a more simplistic approach due to less
tactic options and fundamentally a focus on relationship marketing (ensuring loyalty and repeat
business). Essentially, having so many marketing resources in 2015 has meant Business to
Business marketers have a less clear path in terms of what is right, wrong and whats going to
bring the best results. So, out with the old and in with the new? No. Mix it up a bit understand
what the options are then start building a strategy.
What is Business2Business Marketing
4. The First Option Typically On The Table
“Advertisingsays to people,here is what Ihave. Here iswhat it will doand here is
where to get it
”
Leo Burrnett, quoted in LEO’s -1995
It’s clear, advertising is typically the most
traditional form of marketing available. In our
consumer driven society it’s very hard to
undertake any activity that isn’t impacted by
some type of Advertising. Through the mediums
of television, radio, press, magazines and the
Internet there is almost limitless possible
avenues your Business could use
to advertise.
1. Be Specific.
Dedicated telephone
numbers or advertised
offers with redemption
codes all for the purpose
of tracking the return of
investment.
2 Location,
location, location.
The location of your
advert is crucial – will it
it really been seen?
Is there an industry
readership?
Advertising’s returns can sometimes be hard to quantify so
its important to have a quantification process in place:
5. Get inside their
Mailbox
Catch them for
a meeting
Direct mail, mail shots,
mailers. We’ve all heard,
seen, read these as
they’ve landed on our
desk.
Butin today’s Marketing world,
the Internet has affected the
medium used to deliver
marketing messages, which
would have traditionally been
delivered through the Mail
(Postal) system. This has become
a positive for direct mail as a
marketing method, as decision
makers aren’t being bombarded
by endless mail-shots.
Less is more.
What we mean by Direct
Sales is a company’s Sales
resources, which contact the
target market directly.
Whether following up on
enquiries or making “cold calls”
your company’s sales people
should be responsible and
accountable for growing their
pipeline and deals closed. Direct
sales people give your company
focused growth by hunting for
leads and opportunities.
There is no such
thing as ‘soft-sell’
and ‘hard-sell. ’
There is only
‘smart sell’
and ‘stupid sell’.
“
”
Charles Browder (1958), president of
BBDO, quoted in James B. Simpson,
Contemporary Quotations – 1964
6. It’s always worth considering that
the most effective use of a Sales
Person’s time is closing deals with
the right type of prospect at exactly
at the right time
This means that marketing
generating leads for Sales people to
close is key, if you want to optimise a
sales & marketing relationship and
the only way to build a scalable
revenue engine for your company.
In 2015 using the internet at our
disposal for marketing, we now have
the opportunity to have an active
conversation with our target market.
Through social media channels,
company blogs and the opportunity
to distribute content electronically.
Empowering Sales Teams Through Marketing
Now if you were waiting
for it, here is the part
where we talk about
Google!
So irrespective of first contact being
by direct mail, email or sales call –
you should anticipate that your
potential clients are going to take to
the web to research your company,
your product and most likely YOU!
It’s incredibly important that the
online content found about your
proposition is strong and will
completely back up all you claim in
your marketing message.
Of course you can always get Google
to work for you as a marketing
channel. Buying keywords is one way
to get a return by being found when
search engine users are doing
research online. But this can be
expensive and gives no guarantee
that keyword “clickers” will end
up in your pipeline or will ever
buy your product or service.
94% of B2B Buyers
use Google for
research at some
stage in the sales
process.
Source: 2014 Sate of B2B Procurment
Report – Acquity Group
7. Getting your marketing
strategy right on target
So you know the main options
available to you, how do you
decide which to start with and
how to execute them? Look at
the past, present and future -
analyse and quantify.
Market
Research
Knowing what’s happening in
the marketplace especially
with your competitors is
imperative. Figure out where
they advertise and from where
their name seems to be
known. Once you know
what appears to be working
for them (and not working),
this can help you figure out
what will work for you.
Resources
Are you a one-man band or part of a
multi-national organisation? Do you
have a $50 or $500,000 budget?
Always try to leverage your team,
contacts or even family to get things
done. Marketing ideas come from
everywhere. If you are not strong
with copy or creative – try and find
someone who can help.
Know-how
Do you have the expertise in-house
to execute campaigns? There’s no
point in making a plan to design a
state of the art billboard if you don’t
have designers in house to do it!
Put it on ice until you are ready or if
you have funds, talk to experts who
are experienced in this field!
Know what to
expect/set your
targets realistically
Having clear targets in place will
mean that you are working towards
something very specific and always
keeping the end in mind. A short,
medium and long-term strategy will
allow you to identify trends weekly,
monthly and annually if carried out
correctly.
Using Analytics systems will mean
that you can clearly understand
your targets and objectives in
terms of your marketing activity.
This will also mean you can make
amendments to your plan based on
trends identified
8. We Can Help Empower Your Sales Teams
With Our Lead Generation Service
www.twitter.com/ProductToMarketwww.facebook.com/Product2Market
Product2Market
Get In Touch !
First Floor Philips House
South County Business Park
Dublin 18, Ireland.
P: + 353 1 544 5775
E: info@product2market.ie
W: www.product2market.ie