b2b marketing introduction
DESCRIPTION
This is a session delivered by Cassie Ruggiero, VP PR, and Cole Wirpel, VP Operations for GIP, about B2B MarketingTRANSCRIPT
B2B Marketing
With Cole and Cassie
Is there a problem with
our marketing?
Sales is convincing people to buy our product. Marketing is
reaching more of the right people, so that sales leads to results
Reaching more customers. Less work for more meetings. Higher conversion from meeting to raise
So do we have a problem?• How much work does it take to raise a sales meeting?
• How many meetings does it take you to raise a TN?
• How many companies call AIESEC in your country because they want to take an intern?
• How many of your TN-takers introduced you to 5 or more other companies you could work with?
Lead Generation Methods
• Cold calling: Low conversion, time-intensive
• Networking events: Low conversion, a lot of follow up, time-intensive
• Warm leads from alumni / BoA: High conversion rate, low in quantity
Meetings Converting to Contracts
• Companies don’t know us, takes many meetings to build trust and credibility
• We don’t provide the information the companies want in the first place, so we have to have many meetings
Contracts Converting to Many TNs
• Companies rarely take many TNs in their first try
B2B Marketing’s Potential in the Sales Process
Raise – Match Rate
Match – Realize
rate
90%
2.5 55% 90%
# of iGIP members?
# of Sales Meetings
# of TNs per
contract
200 1600 2 55%
# of meetings
per Contract
20
200 2000 16
# of Meetings per Member
8
10
79
155
Bringing qualified leads to our members means more sales meetings,
higher conversion from meeting to contract, and larger contracts
But how do we do this?
Expectation:
“You think you know, but you have no idea.”
Endorsements
Referrals
AlliancesSocial Media
+ Online Content
Our 5 B2B
Marketing Tactics
Events
• Working with umbrella organisations to connect with your target audience
• Ex. Chamber of commerce, IT organisations, etc.
• How do you find these?• GOOGLE EVERYTHING!• Check your national/local business directory• Look for events in your city, find out who organises
them
Alliances
• Attending events not for general AIESEC representation, but specifically because your target audience is there.
• How do you find them?• GOOGLE EVERYTHING• Look on eventbrite• Find out where companies you target are
speaking/attending
Events
• Asking those who know about AIESEC to refer you to someone else who might be interested
• Just like an EP bringing a buddy along to an info-session night, or telling their friend about their internship
• Ask your current partners, BoD, alumni if they know anyone who might be interested
• Alumni referral programme
Referrals
• Ask your current partners and champions to write an endorsement letter.
• Find those quotes about your organisation! Endorsements
• Use the insight you gain, and experience you have to tailor content to your target audience
• Position AIESEC as the expert in the field of your target industry
• End game: Bring them to your website and sign up on the ORS for more information
Social Media + Online Content
An Example of all this?
Cassie googled IT events in Europe
Cassie found Gartner
Symposium ITXpo
Cassie contacted them about
attending the event and
possibly speaking to provide youth perspective to their delegates
Gartner agreed to provide
AIESEC with 2 all-access
passes and 2 roundtable sessions
Cassie and Crisette attend the event and
provide roundtable discussion
We collect business cards
to follow up with them
We gain insight and knowledge around what the
industry is looking for
Using insight, we write a blog
around “Top questions
employers have about Gen Y”
Alliance AllianceEventsEvents
EventsOnline content
Drive ORS registrationsDrive ORS registrationsWarm leads
What does B2B Marketing
driving iGIP look like?
How Can You Make Sure These Tactics Are Bringing Results?
How Can You Make Sure These Tactics Are Bringing Results?
Events
VP COMM:# of
company leads on
ORS*
VP iGIP:# of TNs raised
*Specifically from this tactic
How Can You Make Sure These Tactics Are Bringing Results?
Alliances
VP COMM:# of
company leads on
ORS* # of
alliances formed
VP iGIP:# of TNs raised
*Specifically from this tactic
How Can You Make Sure These Tactics Are Bringing Results?
Endorsements
VP COMM:# of
endorsements gained# of ORS
registrations*
VP iGIP:# of TNs raised
*Specifically from this tactic
How Can You Make Sure These Tactics Are Bringing Results?
ReferralsVP COMM:
# of referrals gained
VP iGIP:# of TNs raised*
*Specifically from this tactic
How Can You Make Sure These Tactics Are Bringing Results?
Social Media
VP COMM:Consistent
positioning on Linkedin
# company ORS
registrations*
VP iGIP:# of TNs raised
*Specifically from this tactic
How Can You Synergize Between iGIP and Marketing?iGIP Should Provide Marketing Should Provide
Be totally clear in what market you want to attract
Numerical goals for leads, meetings, and TNs Ra in target industries
B2B Marketing tactics
Converting leads to meetings at MC and LC level
Tracking activities creating leads and educating the LCs on how to do it
Always make sure who does what is clear
How Can You Have All This Sorted by 2014?• Weekly webinars on each marketing tactic
• Includes weekly tasks for you to complete to make sure your B2B Marketing strategy is ready by 2014
• Set KPIs for the end of 2013 and we’ll track them together
Are you using B2B Marketing to Grow iGIP?
• Weekly webinars on each marketing tactic
• Includes weekly tasks for you to complete to make sure your B2B Marketing strategy is ready by 2014
• Set KPIs for the end of 2013 and we’ll track them together