WebCamp 2016: BizDev. Александр Борняков: Маркетинг в США: как привлечь к себе внимание.

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The document outlines an agenda to target the US B2B audience with 3 sections: 1) Analyze the competitive landscape and products, 2) Play to strengths and share tasks, 3) Track results and next steps. The first section involves analyzing competitors, products, and sales. The second section focuses on defining the niche, proving uniqueness, gaining recognition from opinion leaders. The third section is about tracking social recognition, leads, partnerships as measures of success and planning future market analysis, events, and standards.

Technology

AGENDA
US B2B target audience - what the difference?
First: competitive landscape, product analysis&sales
Second: play your game, share tasks
Final: track your results, move forward

NETWORKERS
EXPERTS
READERS
AGGRESSIVE
OPEN-MINDED
US AUDIENCE

FIRST
COMPETITIVE LANDSCAPE
PRODUCT ANALYSIS
MARKETING SALES

Business: ﬁnd your current and future position
PoD: whom and why do they target?
Messaging research: all channels + sales process
Ideal: exhibition
COMPETITIVE LANDSCAPE

PRODUCT ANALYSIS
StrongWeakOpportunitiesTreats analysis
Product roadmap
You VS Benchmark (product features)
Current sales accents - what makes them buy

sales
dev
PO/CEO
product USPs
analyze through
market situation
product portfolio
PRODUCT ANALYSIS

Lead gen platforms: proper message, reviews
PR: unite call-to-action news, use platforms
Sales materials: proper accents, everywhere
Site: the speaker of your business
MARKETING SALES

Define your niche
Find proof of your uniqueness
Announce it. Take top sponsorship pack on top events
through 1Q
Become an expert. Speak, write, discuss
Locate the way to be “recognized.” Talk to market’s opinion
leaders
Become “official”US company
PLAY YOUR GAME

Find your “each message expert” in your team
Define your speaker
Work with agencies
Do partnership announcement. Use their image
Work with current clients through Sales Team
SHARE TASKS

SM recognition - reposts of your news
Lead generation - your activities are mentioned
Partnership proposal - you’re being asked to partner/speak etc
Comment/interview requests - you’re an expert
TRACK RESULTS

Business analysis - define the future of market and
your product in it
Company-hosted events - become the centre of
market’s activity
Industry standards initiation - work with industry
standards organizations to make market’s ecosystem
better
Share your marketing experience, even with your
competitors
MOVE FORWARD

BE BRAVE
CONQUER THE WORLD
vertamedia.com
a.born@vertamedia.com
https://twitter.com/abornyakov
https://www.facebook.com/bornyakov
Alex Bornyakov
CEO VertaMedia

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