Setting objective Tools and methods Implementation approach Measuring success

1. EFFECTIVE
Business
and
B2B marketing
STRATEGY
Abhishek Garg
9th March, 2019

2. Quick Intro – Abhishek Garg
Work Experience:
• Business Strategy and Models
• Operational Excellence
• B2B GTM
• BIG 4 – Professional Services

3. Agenda
• Business Strategy
• What is business strategy
• For Start-ups/MSMEs
• Tools and methods
• Implementation approach
• Measuring success
• Samples Maps
• Recommended approach
• Emerging Trends
• B2B Marketing Strategy
• What is Marketing, B2B, Digital
Marketing
• Setting objective
• Tools and methods
• Implementation approach
• Measuring success
• Emerging Trends
• Global case study
• Q&A

5. Strategy
It is a identified and agreed-upon approach for company to make
choices about:
• Achieve its business goals (ex. product development, production
expansion, etc..)
• Meet the expectations of its customers
• Sustain/emerge/disrupt a competitive advantage in the marketplace

6. Classification
As per HBR 81 models available
between 1960 to 2013:
• Classical – Matrix, PEST,
Scenario, Product Lifecycle,
SWOT
• Visionary – BCG, PIMS, TQM,
Value innovation, Blue Ocean
• Shaping – Six Sigma, First Mover
Advantage, Digital strategy
• Renewal – Mass customisation,
Value chain
• Adaptive – 5Forces,
Diversification, Business Model
Innovation

7. When, where and how to use

8. For Start-ups/MSMEs

9. A few tools and methods

10. Implementation Approach
• Invest heavily in product development to produce new and better
offerings
• Develop deep consumer insights in order to offer new and better
ways to satisfy customers’ needs
• Concentrate on strategy formulation
• Acquisition
• Diversification: Risk-reduction strategy that involves adding product, services,
location, customers and/or markets to your company’s portfolio to set you
apart from the competition
• Business model experimentation: the pursuit of growth through the
methodical examination of alternative business models

11. Measuring Success – Early Stage Business
• Gross Margin
• Net Income
• Revenue Growth
• Contribution Margin
• Churn Rate
• Customer Acquisition
• Sales Quota
• Revenue-per-employee
• Non-personnel marketing budget

12. Measuring Success – Business Process

13. Measuring Success - Sales Statistics
• Engagement:
• Studies show that asking between 11–14 questions during the course of a lead call
will translate to 74 percent greater potential success. (Source - Gong.io)
• 55% of B2B buyers search for information on social media. (Source - Blender)
• Pricing: Almost six in 10 buyers want to discuss pricing on the first call. (Source -
HubSpot)
• Calls:
• 44% of salespeople give up after one follow-up. (Source - Scripted)
• 80% of sales require five follow-up phone calls after the meeting. (Source -
Marketing Donut)
• In 2007, it took 3.68 cold call attempts to reach a prospect. Today it takes eight
attempts. (Source - Spotio)
• The best days to call are Wednesdays and Thursdays from 6:45 to 9:00 a.m. and 4:00
to 6:00 p.m.(Source - RingLead)

14. Measuring Success - Sales Statistics
• Leads source:
• Customers are 4x more likely to buy when referred by a friend. (Source - Neilsen)
• 43% of consumers are more likely to buy a new product when learning about it from
friends on social media. (Source - Neilsen)
• CRM system adoption increases sales by up to 29%. (Source - Salesforce)
• Adding the word “New” to your subject line can increase open rates by 23%. (Source
- Adestra)
• Only 7% respond to leads in the first five minutes after a form submission. More than
half don't respond within five business days. (Source - Drift)
• 32% of buyers post a review on social media. (Source - Avande)
• Increased Revenue: Several industries reported a 50%revenue increase with social media
selling. (Source - Forbes)

15. Sample maps

16. Recommended – one pager/scorecard

17. Emerging Trends – Business

18. What is Marketing, B2B, Digital Marketing
• Marketing: The activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large - American Marketing
Association
• B2B: Is a situation where one business makes a commercial transaction
with another. This typically occurs when:
• A business is sourcing materials for their production process for output
• A business needs the services of another for operational reasons
• A business re-sells goods and services produced by others
• Digital Marketing: Is the marketing of products or services using digital
technologies, mainly on the Internet, but also including mobile phones,
display advertising, and any other digital medium

19. A typical day

20. Classical vs Digital

21. Who is your buyer

22. Content Types

23. DM funnel

24. Project Lifecycle

25. Implementation Approach – Start-ups

26. Emerging Trends – Clients/Stakeholders
• AI will transform the digital marketing
• Chatbots will take the customer experience to the next level
• Content generation and curation will be much efficient
• Voice search will be the standard
• Predictive analytics will alter the digital landscape
• Better customer insights
• Lead scoring
• Campaign nurturing
• Upselling and cross-selling
• Personalized product recommendation
• Better user experience (UX)
• Automated Email Conversations

27. Emerging Trends – Skills
• Professional
• Storytelling
• Problem Solving
• Teamwork/collaborative
• Soft-skills
• Agility and ability to adapt
• Digital mindset

28. Emerging Trends – Chatbots

29. Marketing Plan – One Pager

30. Measuring Success
• Revenue
• Reputation
• Reach

31. Global case studies
• Content Marketing: XEROX created a targeted “Get Optimistic”
campaign. 70% of targeted companies interacted with the microsite,
readership increased 300-400% over previous email campaigns,
added 20,000 new contacts, generated 1,000+ scheduled
appointments, and get this: yielded $1.3 BILLION in pipeline revenue
• LinkedIn Marketing: HP is the first company to hit 1 Mil. followers.
They also set up a specific Discussion Group to attract small
businesses that has 5,500+ members; 75% who actively engage in
discussions and who are 2X more likely to recommend HP
• AI and Digital Marketing: Cosmose tracks offline and markets online -
Video

32. Resources
• 50 Blogs Every B2B Marketer Should Follow – Link
• Choosing a Digital Marketing Agency For Small Businesses – Link
• The 17 Best Blogging Tools to Skyrocket Your Traffic in 2019 – Link
• Guide to Google Ranking Factors in 2019 - Link

33. Sources
• Professional Experience
• 3Siholdings – Link
• LinkedIn – Link , Link
• Vision Edge Marketing – Link
• Xenia Consulting – Link
• AI Transformation – Link
• Newapp.io – Link
• Sabre – Link
• Forbes – Link
• Slashgear - Link
• Sloanreview - Link

34. Contact Details:
Mobile: +91 9000366681
Email: getabgarg@gmail.com