This document outlines a marketing vision for complex, high-risk products. It notes that customers do not know what they want and are looking for solutions to their problems rather than specific products. The vision focuses on understanding customers' challenges and becoming a partner to their business rather than selling products. It advocates a solution selling strategy and true customer centricity as the best lead generator. The document proposes a three step approach to implementing this vision involving market research, managing brand positioning, and developing collateral aligned with customers' buying cycles and emphasizing solution selling.

1. My marketing vision for
complex, high risk
products

2. Customers do not know what they
want
They are dealing with complex,
high risk problems
There are many different
products and providers

3. Customers do not know what they
want
They do not know what product
to choose
They only know the
problems they are facing
They are looking for a
solution

4. It is not about our product
Its about how we add value
to our customers’ business
How our technology
facilitates our customers’
business
About helping
our customers
grow

5. It is not about our product
Selling without selling
Customer critical business
issues
Capabilities needed to
address the pain
Our solution

6. Solution Selling Strategy
Becomming our customers
partner in business
Understanding our
customers’
challenges and
businesses
Customer centriticy

7. True customer centricity
The best lead generator

8. How do we do this?
In three steps

9. 1. Market research
Competitive intelligence
Customer buying
behaviour per segment
Market developments

10. 2. Manage who we are

11. Communicate
through pictures and
videos
Minimize text
Show me the money

12. 3. Development of collateral
Based on customer buying
cycle
1. Need
Based on solution selling
Recognition
Brand awareness
2. Information Search
3. Evaluation of Alternatives
Evidence
4. Purchase Decision
Engagement
5. Post purchase Behavior
Customer loyalty

13. Collateral
strategy

14. Increase visibility
We are fantastic
We need to show
customers where to find
us
Through channels that
are relevant to them

15. Prove it
Let our customers do the
selling
Seeing is believing
Align with analysts and
market trends
We are experts

16. Engage
Provide content that is
relevant to your customer
Face to face and customer
specific contact
Constant flow of
information
Build relationship - trust

17. Retain
Customer value
analysis
Face to face
Learn from
mistakes and
improve

18. This was my Marketing vision on
complex high risk products
Is it now your vision?
If you want to know more, please contact me by sending a
message to ceciliafields@hotmail.nl
Thank you for your time

19. Who am I?
Method
My kind of
marketing

20. Who am I?
No nonsense
Passionate
Driven
Experienced
Critical
Leader
Analytical
Wanting to learn
Social

21. My kind of marketing

22. My kind of marketing

23. My kind of marketing

24. My kind of marketing

25. My kind of marketing

26. Method: Strategic – plan based
• Strategic – plan based
• Target group based
• Ambitious targets
• Tight deadlines
• Script based
• Teamwork
• Concious of budget and costs

27. Method: based on research

28. Method: ambitious targets – kpi based

29. Method: tight deadlines

30. Method: script based

31. Method: teamwork