This document discusses business-to-business (B2B) sales and marketing strategies. It begins by explaining the differences between B2B and business-to-consumer (B2C) buying behaviors and sales processes. Specifically, it notes that B2B decisions typically involve multiple stakeholders and require more discussion of technical details. The document then discusses push and pull strategies, noting that push strategies work directly to create demand while pull strategies build demand indirectly. Various push and pull tactics are provided as examples. The document concludes by emphasizing that successful modern B2B requires a mix of push, pull, and social strategies to directly and indirectly engage stakeholders through various channels.
Digital marketing, also called online marketing. It is the process of promotion of brands. Digital marketing helps marketers to connect with potential customers using the digital application. It includes email, social media and other types of digital platforms.
Are you looking for Professionally designed presentation on brand awareness? Not sure where to find best designs and diagrams on brand management and brand development? Here we are presenting content ready brand awareness PowerPoint presentation slides. All you have to do is click and download perfectly designed brand positioning slide presentation. Going further, this brand advertising PPT includes brand awareness roadmap, campaign, metrics, effective measurement, bar graph, charts, etc. and much more. Besides this we aim to provide you the best slides related to branding which are highly useful as well as impactful. To thoroughly cover every aspect, we provide PPT templates like consumer behaviour, advertising management, brand recall, brand recognition, consumer purchase decision, brand strength, brand plan, brand positioning and many more. To suit your requirements, download this brand awareness PowerPoint presentation graphics today! Our brand campaign, metrics and charts have significance role for ensuring your win over your audience. Don't allow envy to get the upper hand with our Brand Awareness PowerPoint Presentation Slides. Establish control over jealousy.
Digital marketing, also called online marketing. It is the process of promotion of brands. Digital marketing helps marketers to connect with potential customers using the digital application. It includes email, social media and other types of digital platforms.
Are you looking for Professionally designed presentation on brand awareness? Not sure where to find best designs and diagrams on brand management and brand development? Here we are presenting content ready brand awareness PowerPoint presentation slides. All you have to do is click and download perfectly designed brand positioning slide presentation. Going further, this brand advertising PPT includes brand awareness roadmap, campaign, metrics, effective measurement, bar graph, charts, etc. and much more. Besides this we aim to provide you the best slides related to branding which are highly useful as well as impactful. To thoroughly cover every aspect, we provide PPT templates like consumer behaviour, advertising management, brand recall, brand recognition, consumer purchase decision, brand strength, brand plan, brand positioning and many more. To suit your requirements, download this brand awareness PowerPoint presentation graphics today! Our brand campaign, metrics and charts have significance role for ensuring your win over your audience. Don't allow envy to get the upper hand with our Brand Awareness PowerPoint Presentation Slides. Establish control over jealousy.
While the right B2B marketing strategy will vary by type of product and industry, we do see distinct trends. The marketer’s challenge is to combine the right mix of programs to build market awareness and fill the sales funnel each month at a low blended cost per lead. With that in mind, we examined the recorded effectiveness of the many online lead generation options. Our experiences are summarized in this B2B marketing strategy infographic.
What key tactics best fit our Marketing Strategy?
What B2B marketing tactics are working now for others, and how well?
Where should we emphasize or deemphasize our marketing focus?
There’s no question that the right marketing strategy for your business will depend on your brand, your business capabilities, your solutions, and most importantly, your market. But knowing the distinct trends can and should influence your marketing priorities.
What does it mean to be a product marketer? What responsibilities do product marketers have?
Learn the answers to this, plus tips for elevating your company's product marketing here: https://www.drift.com/blog/what-is-product-marketing/
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
An introduction to digital marketing. What is digital marketing? What are the key trends in the digital marketing space? Why is digital marketing necessary? What is Marketing 4.0? How do you do digital marketing? What are the tools and technologies of digital marketing?
All slides are completely editable and professionally designed by our team of expert PowerPoint designers. The presentation content covers all areas of Sales Campaign Power Point Presentation Slides and is extensively researched. This ready-to-use deck comprises visually stunning PowerPoint templates, icons, visual designs, data-driven charts and graphs and business diagrams. The deck consists of a total of tweenty six slides. You can customize this presentation as per your branding needs. You can change the font size, font type, colors as per your requirement. Download the presentation, enter your content in the placeholders and present with confidence.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
A presentation for an international group covers core concepts in digital marketing strategy for those new to the tactic as well as those who want to learn to succeed in digital marketing.
Digital Marketing Medium Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
Discuss online marketing channels with ready to use Digital Marketing Medium PowerPoint Presentation Slides. This exclusive internet marketing PPT would be of great use for web marketing professionals. Showcase ways to promote business through digital marketing. The online marketing channels PowerPoint complete deck includes a set of content ready templates such as key statistics and elements of digital marketing, email marketing strategy, and statistics, budget, dashboard, pay per click advertising, PPC statistics, strategies, budget, dashboard, SEO strategy statistic and budget, display advertising statistics, strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, content marketing strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, online marketing channels, return on investment, strategy framework, roadmap to internet marketing, summary, etc. Plan, manage and optimize your digital marketing strategy using this internet marketing channels PPT visuals. Download online marketing medium presentation design to demonstrate methods of digital marketing for your products and services. Analyze their intentions with our Digital Marketing Medium Powerpoint Presentation Slides. Give folks an insight into what the competition can do. https://bit.ly/30kOgkM
Push Strategy
Creating the network of resellers, agents, brokers, representatives
You can use the Push Strategy in the following cases:
1. Your product is popular and does not involve deep customization
2. You are new to the market
3. You have a tainted reputation and you can "borrow" mediator’s reputation
4. You're not going to stay long in this market and the release of this product is temporary
Be careful!
1. Advertising your product, in same time you advertise Reseller
2. There are the costs associated with sales, within a developed system of discounts for resellers, various contests, loyalty programs, providing them with various promotional materials, training, sales and so on.
3. Nothing keeps the reseller to break the contract with you
4. It is difficult to control and predict sales. Small businesses always have a certain dependence on distributers which are always pursuing their own interests
5. The breach of contract with a key agent can almost completely block the flow of new customers. This is a fairly common situation where the agent is "big", and you are "small"
Pull Strategy
Selling by yourself
PROS:
1. To release services or products under its own brand
2. To position your product as an element of prestige and service for the elite
3. By investing money in product advertising, in same time you will be supporting your brand
4. To get better control over sales and more stable ROI
cons:
1. The implementation of this strategy requires a financial and time costs
2. Your business is highly dependent on your reputation
Be Smart, do not share your profits with resellers
Sell on glabex.com - Save your time and money
Glabex.com is a unique platform, which helps you to sell your product by yourself, reach enormous number of customers, build your brand and create a reputation
While the right B2B marketing strategy will vary by type of product and industry, we do see distinct trends. The marketer’s challenge is to combine the right mix of programs to build market awareness and fill the sales funnel each month at a low blended cost per lead. With that in mind, we examined the recorded effectiveness of the many online lead generation options. Our experiences are summarized in this B2B marketing strategy infographic.
What key tactics best fit our Marketing Strategy?
What B2B marketing tactics are working now for others, and how well?
Where should we emphasize or deemphasize our marketing focus?
There’s no question that the right marketing strategy for your business will depend on your brand, your business capabilities, your solutions, and most importantly, your market. But knowing the distinct trends can and should influence your marketing priorities.
What does it mean to be a product marketer? What responsibilities do product marketers have?
Learn the answers to this, plus tips for elevating your company's product marketing here: https://www.drift.com/blog/what-is-product-marketing/
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
An introduction to digital marketing. What is digital marketing? What are the key trends in the digital marketing space? Why is digital marketing necessary? What is Marketing 4.0? How do you do digital marketing? What are the tools and technologies of digital marketing?
All slides are completely editable and professionally designed by our team of expert PowerPoint designers. The presentation content covers all areas of Sales Campaign Power Point Presentation Slides and is extensively researched. This ready-to-use deck comprises visually stunning PowerPoint templates, icons, visual designs, data-driven charts and graphs and business diagrams. The deck consists of a total of tweenty six slides. You can customize this presentation as per your branding needs. You can change the font size, font type, colors as per your requirement. Download the presentation, enter your content in the placeholders and present with confidence.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
A presentation for an international group covers core concepts in digital marketing strategy for those new to the tactic as well as those who want to learn to succeed in digital marketing.
Digital Marketing Medium Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
Discuss online marketing channels with ready to use Digital Marketing Medium PowerPoint Presentation Slides. This exclusive internet marketing PPT would be of great use for web marketing professionals. Showcase ways to promote business through digital marketing. The online marketing channels PowerPoint complete deck includes a set of content ready templates such as key statistics and elements of digital marketing, email marketing strategy, and statistics, budget, dashboard, pay per click advertising, PPC statistics, strategies, budget, dashboard, SEO strategy statistic and budget, display advertising statistics, strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, content marketing strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, online marketing channels, return on investment, strategy framework, roadmap to internet marketing, summary, etc. Plan, manage and optimize your digital marketing strategy using this internet marketing channels PPT visuals. Download online marketing medium presentation design to demonstrate methods of digital marketing for your products and services. Analyze their intentions with our Digital Marketing Medium Powerpoint Presentation Slides. Give folks an insight into what the competition can do. https://bit.ly/30kOgkM
Push Strategy
Creating the network of resellers, agents, brokers, representatives
You can use the Push Strategy in the following cases:
1. Your product is popular and does not involve deep customization
2. You are new to the market
3. You have a tainted reputation and you can "borrow" mediator’s reputation
4. You're not going to stay long in this market and the release of this product is temporary
Be careful!
1. Advertising your product, in same time you advertise Reseller
2. There are the costs associated with sales, within a developed system of discounts for resellers, various contests, loyalty programs, providing them with various promotional materials, training, sales and so on.
3. Nothing keeps the reseller to break the contract with you
4. It is difficult to control and predict sales. Small businesses always have a certain dependence on distributers which are always pursuing their own interests
5. The breach of contract with a key agent can almost completely block the flow of new customers. This is a fairly common situation where the agent is "big", and you are "small"
Pull Strategy
Selling by yourself
PROS:
1. To release services or products under its own brand
2. To position your product as an element of prestige and service for the elite
3. By investing money in product advertising, in same time you will be supporting your brand
4. To get better control over sales and more stable ROI
cons:
1. The implementation of this strategy requires a financial and time costs
2. Your business is highly dependent on your reputation
Be Smart, do not share your profits with resellers
Sell on glabex.com - Save your time and money
Glabex.com is a unique platform, which helps you to sell your product by yourself, reach enormous number of customers, build your brand and create a reputation
The students who have asked difficult questions, which have helped us clarify our own thinking, and the students from many countries who have provided us with interesting insights into the national and cultural differences in tourist behavior.
Five Major Types of Intrusion Detection System (IDS)david rom
Intrusion Detection System (IDS) is designed to monitor an entire network activity, traffic and identify network and system attack with only a few devices.
Intrusion detection and prevention systemNikhil Raj
This presentation describes how to implement Network based Intrusion Detection System (SNORT) in the network. Detecting and analyzing alerts generated and blocking the Attacker using Access Control List.
Porter's Generic Strategies with examplesdipalij07
This Presentation is containing brief description of generic strategies with examples of companies in detail....
Hope it will be helpful to everybody....
Enjoy...!! :)
Care about learning 'The Social Enterprise of 2014' You will find this deck presented by Bhupendra Khanal (CEO, Simplify360) during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
This ppt. is about advising clients on social media marketing, the advantages, what to do (and not to do!), as well as some simple strategies for efficient presence.
Marketing your farm is crucial for success. Social media marketing adds another tool, along with traditional marketing avenues and yourself, as a way to get the word out.
2014 Sales Industry Predictions to Sell Smarter in 2014Velocify
Today’s high-velocity selling environment is constantly evolving. To make the most of the opportunity and drive revenue, sales reams must be nimble, and arm themselves with smart practices and strategies. To help sales professionals start 2014 strong and get ahead of the competition, we asked 20 sales thought-leaders and practitioners for their predictions and insights on how to sell smarter in the year ahead. We hope you find some key strategies that will transform your 2014 sales efforts!
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.
We are surrounded by technology, and that technology has changed the ways that businesses and consumers interact. The changes permeate all aspects of business: running operations, designing and building products, overseeing human resources and education, tracking performance and making projections and strategies. More than those, however, marketing is one of the areas most impacted by the rise of technology in recent years. Taking advantage of that technology and the avenues it creates for engagement between brands and consumers is at the heart of digital marketing. Join us as we look forward at just a few of the trends in digital marketing that we believe small businesses should be paying attention to in the year to come. We’ll explore what the trends are and some simple ideas for jumping on and taking advantage of them. The trends we’ll discuss will be: Digital marketing – it can no longer be ignored Content marketing – it’s more important than ever Targeting + Segmentation = Personalization Mobile (experience and advertising) Beyond big data – make decisions
Marketing in Surprising Times: NAED ADventure ConferenceLois Kelly
Marketing trends in a digital age: relabeling marketing, using preference and customer love as a decision filter, building capabilities as marketing strategist, scientist, activist, artist
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events. http://www.lexisclick.com/
Developing a digital marketing strategy to drive business growth - LexisClicklexisclick
A good written digital marketing strategy will work in a very similar way to a map. It'll give you your chosen route to business growth as well as other options in case of potential events.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
4. Business 2 Business
B2B describes commerce transactions
between businesses.
B2B is used in the context of
communication and collaboration
Friday, 7 March 14
5. Buying behaviour in B2B
• For consumer brands the buyer is individual. In B2B there are usually different
stakeholders involved in the decision to buy a product or service. Each person will
have different reasons for buying the product or service.
• Since there are many people involved in the decision making process, the
technical details usually have to be discussed in length , the decision making
process for B2B products & services tends be more longer than consumer
goods.
• Companies seek long term relationships as any experiment with a new brand will
have impacts on their business. Brand loyalty is therefore much higher than in
consumer goods markets.
•The sales process in B2B is much longer than in B2C. In a B2B sales process, a
consumer & buyer will need to meet several times. A detailed assessment of
services will be needed which serves the purpose of eliminating the risk of buying
the wrong product or service.
Friday, 7 March 14
6. Why?
Empathy maps
Tool designed by visual thinking company XPLANE
Empathy maps are a tool for customer profiling & is a way for us to
understand our target customer profile. By understanding our
customers we can help us create relevant sales and marketing
strategies as well as a customer experience.
How?
An empathy map includes everything from your target customers needs,
motivations, concerns and goals. These are the things that will
influence how your target customers think about AIESEC and our
programmes
Friday, 7 March 14
7. Empathy Maps
The map helps you understand our potential customers and help us engage & connect with them in
way which is relevant to their needs.
1. Think and Feel
• What is important to your customer? What is she/he sensitive for?
• What are his/ her hopes, dreams, fears?
2. See
• What does the customer’s environment look like?
3. Hear
• What opinions influence the customer?
4. Say and Do
• What are your customers beliefs? Where they spend their time?
• Who are her/ his friends?
5. Pains
• What obstacles or challenges does the customer face?
6. Gains
• What does she/he hope to achieve, and how might she/ he measure success?
Friday, 7 March 14
8. creating empathy maps
From understanding your purpose driven sales strategy and who your
potential customers are for Global Talent we now need to
understand on a more holistic level their needs.
1. Create an empathy map for your focus market/ sector (e.g tech
SMEs, exporting SMEs, marketing companies, B2B service providers,
corporates etc.)
2. Create empathy maps for each of the different stakeholders in
the company (eg. line manager, HR, CEO)
Friday, 7 March 14
9. B2B Marketing & sales
Push and Pull
--Short and Long term
Friday, 7 March 14
10. Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
Friday, 7 March 14
11. Push
Friday, 7 March 14
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
12. Push
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
A push strategy works to create customer demand through promotion.
Push promotional strategies focus on selling directly to customers.
Friday, 7 March 14
13. Push
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
A push strategy works to create customer demand through promotion.
Push promotional strategies focus on selling directly to customers.
•Phone calls
•Emails & Mail shots
•Networking Events
•LinkedIn InMail
Friday, 7 March 14
14. Push
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
A push strategy works to create customer demand through promotion.
Push promotional strategies focus on selling directly to customers.
•Phone calls
•Emails & Mail shots
•Networking Events
•LinkedIn InMail
Immediate feedback & direct approach
Friday, 7 March 14
15. Push
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
A push strategy works to create customer demand through promotion.
Push promotional strategies focus on selling directly to customers.
•Phone calls
•Emails & Mail shots
•Networking Events
•LinkedIn InMail
Immediate feedback & direct approach
Positives & Negatives?
Friday, 7 March 14
18. Pull
A pull strategy uses marketing and PR to build up demand for a
product or service.
Friday, 7 March 14
19. Pull
A pull strategy uses marketing and PR to build up demand for a
product or service.
•Events
•Alliances
•Referrals
•Online content
•Social Media
•Endorsements
•Alumni
•Media
Friday, 7 March 14
20. Pull
A pull strategy uses marketing and PR to build up demand for a
product or service.
•Events
•Alliances
•Referrals
•Online content
•Social Media
•Endorsements
•Alumni
•Media
Indirect approach
Friday, 7 March 14
21. Pull
A pull strategy uses marketing and PR to build up demand for a
product or service.
•Events
•Alliances
•Referrals
•Online content
•Social Media
•Endorsements
•Alumni
•Media
Indirect approach
Positives & Negatives?
Friday, 7 March 14
24. SAles in 2014
Digitisation and buyer empowerment are impacting on the role of
sales.
Sales teams are empowered with more knowledge but so too are
customers and there are also increasingly blurred lines between sales
& marketing.
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27. SAles in 2014
What does this mean?
The typical B2B sales process is changing from a sales dominated act, merely
based on personal relationships to a marketing driven process.
Customers favour genuine engagement over a hard sell.
The best customer engagement will come from a result of sales and marketing
joining forces.
Thinking of sales engagement!
Decision makers are leveraging social media and online research as opposed
to working directly with a sales person to influence their decision.
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28. SAles in 2014
However! Human interaction is still important!
People buy people.
We still need to develop trust.
70% of B2B sales still involves human interaction.
We need to combine a combination of push & pull!
Friday, 7 March 14
29. SAles in 2014
However! Human interaction is still important!
People buy people.
We still need to develop trust.
70% of B2B sales still involves human interaction.
We need to combine a combination of push & pull!
Friday, 7 March 14
30. Social Selling mix of push & pull
Traditional Selling
Social Selling
- Lot’s of cold calling
- Focus on prospects who are ready to talk
- Unaware of customers’ needs and purchase
cycles
- Able to offer the right solution at the right time
to the right people
- Left out of critical conversations about your
product and market
- Engage in relevant conversations, becoming
a trusted expert
- Meet heavy sales resistance
- Deepen relationships through better listening
so customers come to you
- Learn about opportunities too late
- Spot opportunities early
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31. Emails
Sending more than one email - following up!
Who has had success with emails in raising
meeting?
What did you do?
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32. events : Networking & industry
Being very targeting in the ones you go to!
Who will be there?
Invest in events if they are for your target market?
Understand who you want to talk to.
Look at the attendee list.
Make sure you follow up after the event & the people who you
didn’t get to talk to.
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33. Alliances
Who do your potential customers trust & get industry information
from?
Which groups so they engage with?
What is your value prop for the alliance to partner with you?
What do you want to get out of the partnership?
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34. referrals
Can you get referrals from alumni (or even raise with alumni),
current partners, past partners, leads?
Who has used these and how has it worked?
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35. online content
Online content will be more of a national driven strategy which
you can all capitalise on!
What does it involve:
•Blogs on the website
•Website content
•Search Engine Optimisation
•LinkedIn
•Pinterest?
Increasing our brand awareness and driving traffic to company
sign ups on the website.
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36. Media
Using a PR strategy.
What trends can you capitalise on? Immigration, youth mobility,
economic growth, youth leadership, tech boom.
Having articles published in print and on media online
(newspapers, blogs, industry magazines, radio, industry websites)
What’s the value prop to the media and/or the journalist?
Could be based on case study and you collect these and do
the hard work writing the interviews up.
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38. Social media
• Facebook
• Twitter
• Youtube
• LinkedIn
• Google +
We will be developing these nationally for AIESEC & Global
Talent for you to capitalise on. But you ALL need to have
Linkedin and Google + accounts as individuals and use
these to network & create leads
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39. Linkedin - Tips
1. Never miss a chance to connect
2. Discover to map out who are the decision makers with your
prospects
3. Easy way to find alumni in your target industry or company
4. Through LinkedIn you can find enough relevant information to make
a targeted sales call
5. Get passed gatekeepers with InMail
6. Learn what’s happening with your prospect companies
7. Use groups for connecting with prospects & providing relevant
comments
8. Make your profile attractive with relevant info
9. Use the “look back trick”
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40. Creating a B2B plan
1. Who am I trying to engage with?
2. Which are the relevant channels to engage with different
stakeholders of a business based on your understanding of them
(use your empathy maps)?
3. Brainstorm ideas of how you can use the different channels to
engage with the different stakeholders. What would interest them
& how do they respond to different types of engagement?
4. Need to ensure you have a combination of both direct &
indirect sales and marketing strategies
5. How am I going to deliver results but also increase brand
awareness for the future?
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41. Creating a B2B plan to generate
leads!
Using ideas that you have brainstormed it’s now time to put it all
into a clear plan that is relevant for your target partners &
decision makers.
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42. Overarching questions:
How do you want people to feel, think & understand through
your whole engagement?
What are different people’s wants & needs
What would be the value to them?
Week
Friday, 7 March 14
Who am I trying to engage with?
What channel am I using?
Push Strategy
Pull Strategy
What am I trying to achieve?
KPIs
