Based on our experience working on B2B market research in Thailand, we often see companies promoting their brands by focusing on their strengths but fail to recognize how they truly create value for their customers. A market leader may continue to develop their products, therefore, making them more and more expensive and thus failing to increase their market size. A small player may scale their product down too much and make it suitable only among niched customers. So, we have created a guidebook to help develop marketing strategies, especially for B2B companies to create strong value propositions. Our guidebook is like a quick summary of the tasks you should go through when you have to rebrand your product or challenge a status quo to grow your business.

1. B2B
Marketing & Branding
Work Book
guidebook

2. five steps
toward b2b marketing & branding practice
Who is the
target?
What is the
value?
WHERE IS THE
OPPORTUNITIES?
How to
Positioning?
what is the
content?
Learn to use
customer
profiling
techniques
Jobs-to-be-done,
pain points,
expected gains
& constraints
Discover where the
market is
underserved and
overserved
Connect
opportunities with
valued product
features
Devising marketing
strategies to
communicate with
your target
customers
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3. Who is your target?
“Customer Profiling”
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4. Profile your customer
describe your target Market
Characteristics
a.
b.
c.
d.
e.
f.
g.
h.
i.
Industry segment
Office/factory locations
Company size (Large/Medium/Small)
Who are they in the value chain?
Who are their customers?
Who are their suppliers?
What is their key cost component?
What is their Revenue Model?
Who are their business partners?
Key Industry Trends
a. Market development stage (product life cycle)
b. Growth options (market/product innovation?
operational innovation? or disruptive
innovation?)
c. Key cost components?
d. Revenue generating trends?
e. What makes their business model dying/
growing?
Purchasing Behaviors
a.
b.
c.
d.
e.
f.
g.
Average budget (or expenditure)
Purchase frequency (if applicable)
Who is the decision maker?
Who are the influencers?
Who are the users?
Who are they buying from? and why?
Where do they find information about
products? Are they passive or active
customers?
What does it mean to us?
Favorable or Constraint Conditions
to current products?
Put (+) for favorable or (-) for constraining next
to each factor
© Canvassco 2013
Favorable or Constraint Conditions
to current products?
Put (+) for favorable or (-) for constraining next
to each factor
Favorable or Constraint Conditions
to current products?
Put (+) for favorable or (-) for constraining next
to each factor
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5. What Value Are You Creating For Your
Target Customer?
“Focus on Customer Experience”
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6. Think as if you are a customer...
...what are the jobs to be done? What is the desired outcome? pain points? expected gains?
and constraints at each step of the customer’s journey.
Information Search
Need Generation
Why do they
need the product/
service?
Evaluation
How do they find
information?
How do they
evaluate suppliers?
Moment of Purchase
What is their
purchasing process?
How do they dispose
of products?
Disposal
Create Customer Journey Map
How the products/
services are delivered/
installed?
How do they
maintain?
Aftermarket
What are the
desired outcomes?
Desired Outcome
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Deliver/
Installation
How the
products/services are
being used?
Usage
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7. challenge the status quo
Create a value statement on how a customer would expect an improvement of their experience, minimize pain points,
gain expected benefits and overcome constraints. The value statements should contain the following components:
Unit of Measurement
Minimize the time it takes to quickly set up the machine
Direction
Preferred Outcome
Do Not Use Too Vague Of A Statement, such as:
“faster”, “better”, “easy to use”, “reliable”, “quality”, “good service”, “trust”
These statements do not give meaningful insight to a company.
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8. Where Are The Opportunities?
“It’s all about prioritization”
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9. Where Are The Opportunities?
Its now time to go out of the building, talk to your customers and find out the market gap.
Ask customers to rate the importance and satisfaction
of all the value statements using a scale 1 - 5,
5 = critically important or highly satisfied and
And calculate
1 = not important at all or highly unsatisfied
opportunity score
Importance + (Importance - Satisfaction) = Opportunity Score
the formula states that:
The opportunities that are most important and
least satisfied received the highest priority.
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10. Where is the Market Gap?
The higher the scores, the more opportunity
Importance
Score
Satisfaction
Score
Opportunity
Score
Increase the ability to regulate the calorie intake in a daily meal
9.5
6.1
12.9
Minimize the wait time for food & drink
9.7
7.5
11.9
Increase the variety of clean food to help control weight
8.1
3.1
13.1
Minimize the cost of high-end tasting menus
9.8
6.5
13.1
Increase # of trees and green areas to create natural feeling
8.0
6.5
9.5
Increase number of recipes to meet a variety of choice demand
7.0
6.2
7.8
Increase # of home-made shops to meet a variety of choice demand
7.0
5.5
8.5
Increase outdoor space to organize family oriented activities
7.5
7.3
7.7
Increase a variety of choice of drink options
9.8
9.0
10.6
Minimize the time it takes to find a parking space
7.0
3.2
10.8
Value Statement
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11. How To Position Your Business?
“Connecting opportunities with valued product features”
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12. B2B Brand Essence
Brand positioning statements should reflect functional, emotional and economic factors. The
factors in your brand essence should take into account the opportunity score of each factor.
Emotional
functional
Brand
Positioning
economic
© Canvassco 2013
How the brand make customer feels?
(emotional & social factors)
What the product does?
(jobs-to-be-done, pain
reliever & gain creators)
Focus on factors with high
opportunity scores
What the brand means to
customers in time and money?
(cost & value analysis)
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13. b2b content marketing
“Devising marketing strategies to communicate with your
target customers”
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14. How to - b2b Content Marketing
Choose
Content
Strategy
•
Building
awareness
•
Moving leads
along the
purchase path
(nurturing)
•
Educating buyers
•
Develop
Content
•
•
•
Engaging with all
influencers
•
Serving existing
customers
•
•
Generating new
sales leads
•
•
© Canvassco 2013
Cross-selling or
up-selling
Establishing your
expertise
How to evaluate
products and/or
services related
to what your
brand offers
specific to your
value statement
What to do when
a common
problem solved
by your solution
occurs for your
target customer
3 Steps to
solving problem
How to make
sure you don’t
experience pain
points
Distribute
Content
•
Social Media
•
eNewsletters
•
Case Studies
•
Online
Presentation
•
Research reports
•
Print magazine
•
Other
Map your content
to stages in the
qualified lead
buyer’s journey
•
Design a content
flow for each
new prospect
segment
•
Meet the
customer’s
structured sales
approach
Infographics
•
•
White paper
•
Set up your
marketing tasks
& platform
Video
•
•
In-person events
•
Meet with Sales
to define a
Qualified SalesLead
Blogs
•
•
Articles on Your
website
•
Lead
Nurturing
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15. Contact Us for More Information
FIND US
GOOGLE MAPS
ADDRESS :
Canvassco in Thailand
Mahatun Plaza, 14th Floor
888/143, Ploenchit Road
Bangkok 10330, Thailand
PHONE :
+662 627 3081
FAX :
+662 627 3040
EMAIL :
contact@canvassco.com
WWW :
www.canvassco.com
© Canvassco 2013
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