Gail Hopkins (Managing Director, Make It Happen)

B2B Marketing Presentation
25 September 2014
1 | ©2014 MAKE IT HAPPEN. ALL RIGHTS RESERVED

B2B Marketing Presentation
1 Key differences between B2C & B2B
2 What is common to B2C & B2B
3 B2C
4 B2B
5 A B2B customer journey
6 How do US B2B organisations spend their marketing budgets?
7 What improves the effectiveness of B2B Marketing?
8 What do B2B marketers focus on?
9 B2B Marketing tactics - Customer Acquisition
10 B2B Marketing tactics - Customer Retention
11 10 tips for successful B2B lead generation

Key differences between B2C & B2B
Simple
vs
Complex
Emotional
vs
Professional
General
vs
Niche

What is common to B2C & B2B?
• Match product or service strength with needs of target market
• Need to be competitive with other market offerings
• Demonstrate value to the target market

B2C
• Sales are made to individuals/decision makers
• Influencers - family & friends
• Marketing aimed at large groups through mass media & retailers
• Interaction with brand through advertising, promotion and the transaction
• Purchases aligned to emotional triggers – hunger, desire, status or cost)
• Real language (jargon free); deals & entertainment
• Easy access to the product or service
• Cut to the chase messaging – what’s in it for me (benefits)

B2B
• Sale is made to a business
• B2B clients value appropriate information - highly detailed content = expertise = trust
• Increasingly buyers are reviewing product/solution options online before engaging
a sales function
• B2B buyers build close relationship with the brand
• Focus on your ideal target market - you should have a really good idea on why your buyer is
• Integrated marketing is required – multiple touches, various tactics over a period of time
• There is ego involved - how will this product/service make me the hero?

B2B
• Buyers are looking for products & solutions that improve efficiency, productivity and
save money – show how you do that
• Buying process is lengthy and complex and needs to be nurtured. There is a review
cycle for most large purchases – you need to be aware of it
• Many stakeholders involved in the purchase decision – influencers, decision makers,
gatekeepers
• Long term relationships - investment and business importance

A B2B customer journey
Awareness
Loyalty &
Consideration Evaluation Purchase Advocacy

How do US B2B organisations spend their marketing budgets?
20% 21%
According to Forrester Research in 2014 B2B marketing budgets in NA increased from 2.5% to 4% of revenue. (Prior to 2008 recession levels of 5 – 10% were
the norm). Other includes Marketing automation (ROI metrics)
13% 12%
8%
7% 6% 6% 5%
In person
trade shows,
conferences,
industry events,
seminars
Digital
advertising/
marketing
Content
marketing
Website Agency fees Customer
response/direct
marketing
Traditional
advertising
PR Other

What improves the effectiveness of B2B Marketing?
• Clear engagement between sales & marketing
• Appropriate offers for the audience. These may encourage a prospect to move
more quickly through the buying cycle. Case studies, whitepapers; business
case builders – build credibility, establish trust
• Role based communication – if you care about me you should know about me
• Add value to your prospect and customer – share industry trends, insights and
what they could mean to the prospect
• Regular, appropriate, interesting content that can be found by the prospect
(before you even know about them)

What do B2B marketers focus on?
Public Relations, Analysts
Internal
marketing
Brand awareness
Customer
acquisition
Relationship
marketing - nurture
Go To Market -
Channel, Trade
Customer retention

B2B Marketing tactics - Customer Acquisition
• Social Media – LinkedIn, You Tube,
• Digital marketing – Corporate website, SEM
• Content marketing – Sponsored content; Blog, Case studies, whitepapers
• Demand generation direct marketing – print + digital
• Telemarketing – Inside sales, outsourced
• Public Relations
• Associations – Professional Associations; Industry Associations
• Go To Market – Channel, Alliances
• Events – Trade Shows, Conferences

B2B Marketing tactics - Customer Retention
• Social Media – LinkedIn, Facebook, Blog
• Relationship Marketing – Digital (e-newsletters). Content marketing
• Telemarketing – Aligned rep or inside sales function
• Events – Customer events; User Groups

10 tips for successful B2B lead generation
Plan it out
Research, identify & understand your audience
Keep your database accurate & up to date
Measure success
Create creative useful content that sells your brand
Make it align with the ‘master plan’
Test to determine what’s best
Coherent, clear and measurable call to action
Produce a clear creative brief
Have a nurturing strategy
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SAP ONLINE AGENCY PORTAL

IBM (STG) HANA Global campaign + Direct Marketing Lead Generation

Schaeffler EVENT SUPPORT & Loyalty program

SOLARIS PAPER MULTIPLY Distributor Loyalty & Rewards Program

Thank You
Make It Happen Sydney CBD
Level 29 Chifley Tower
2 Chifley Square, Sydney NSW 2000
Phone: +61 2 9375 2128
Email: cbd@mih.com.au
Make It Happen Northern Beaches
Suite 3, 7 Grosvenor Place
Brookvale NSW 2100
Phone: +61 2 8968 9380
Email: info@mih.com.au

Gail Hopkins (Managing Director, Make It Happen)

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