back to school for b 2-b marketing
DESCRIPTION
A great package of actionable content for b2b sales and marketing professionals. This presentation was delivered at the VT/NH Marketing Group seminar titled 'Back to School for B2B Marketing' in Lebanon, NH.TRANSCRIPT
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Back to School for B2B Marketing
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Back to School for B2B Marketing
9:30 A.M. Introductions9:45 A.M. B-2-B Marketing Defined10:00 A.M. Where You Want to Be10:30 A.M. How You Get There12:15 P.M. Lunch & Networking1:00 P.M. Performance Management1:30 P.M. Open Discussion & Networking
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Introductions
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Introductions
Name
Company
How you spend most of your time at work
Estimate % of time spent on B2B sales and marketing
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B2B Marketing Defined
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B2B Marketing Defined
Discussion – What Is?
Botanical vs. Architectural
Emotional vs. Logical
Sales Process
Full Control |-------------------------------------------------------------| No Control
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B2B Marketing Defined
Define B2B
B2B: describes transactions between businesses (manufacturers, wholesalers, retailers, service providers).
B2C, B2G, B2I (fine lines)
Question: is the volume of transactions higher for B2B or B2C?
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B2B Marketing Defined
Define Marketing
Marketing: 4 P’s
Marketing is EVERYTHING!
Webster’s Dictionary
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Where You Want to Be
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Where You Want to Be
Start with Vision
1. Adds purpose and context2. Helps determine meaningful goals and objectives3. Keeps you on track4. Helps you say “No”5. Moves you closer to a leadership position
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Where You Want to Be
Formalizing Vision
Needs to have:
1. Purpose2. Buy In3. Simplicity
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Where You Want to Be
Goal Setting for B2B Marketing (Exercise)
Sample Vision: to be the leading brand for plasma cutting technology, online, offline, and around the world.
Create one sales and marketing goal for this vision.
Was it S.M.A.R.T.?
Revise or re-create your marketing goal for this vision.
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Where You Want to Be
Blueprint for Growth
Account Rating
A, B, C, Not in Business
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Where You Want to Be
Blueprint for Growth
Account Categorization
AcquisitionDevelopmentManagement
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Where You Want to Be
Positioning based on strengths (personal/sales)
Resource proclamation: powerful message that identifies you as a potential resource for addressing clients’ current challenges.
Global version and situational versions
Exercise: write down your top 3 individual strengths that could add value for your clients and prospects.
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Where You Want to Be
Positioning based on differentiation (company)Emphasis on value of uniquenessCommoditization of weaknesses
List company strengthsList problems you solveWork in reverse by asking questions(S. P. I. N. -- issues based)
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How You Get There
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Sales Process
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How You Get There
Sales Process
Do: determine outcomes
Don’t: talk about products and services
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How You Get There
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Don’t get side-tracked on price
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How You Get There
Question: What is the top reason for why a purchasing manager would lose his or her job?
First responsibility: keep the business up and running efficiently.Secondary: keep costs down
Sales leaders don’t get side-tracked by price
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How You Get There
Sales leaders don’t get side-tracked by price
CNC - CC = PVCNC = Opportunity Costs + Actual Costs + Hidden Costs(Problems and Implications)
CC = Financial + Organizational + Emotional
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B2B marketing tips by channel just a few…
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How You Get There
Marketing Plan
VisionGoalsCalendarMessaging (Offer Testing)Distribution (Channel Testing)Feedback
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How You Get There Trends in Prospecting
• Traditional media giants: 2010E = $223B vs. $28B• TV becoming addressable, but attention divided• Advertising dollars continue to shift online• Email is not just for retention; core to integration• Social media and PPC are local favorites• Online display advancing and pairs with search• Mobile is the future of local marketing (GPS)
Complexity
• Multi-channel marketers need understanding• Marketing databases required for optimization
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How You Get There
Online MigrationHow much of the average marketing budget shifted from print magazines to search marketing programs last year?
A) <5%B) 6 – 10%
C) 11 – 15%D) 16 – 20%E) 21 – 25%
F) >25%
Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, 2009.
E) 21 – 25% (25%)
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How You Get There
Broadcast – What people do while watching TV
82
68
38
30
28
18
13
Check Mail
Browse the Web
Social Networking
Chat/IM
Music
Online Videos
Online Show Content
Source: Frank N. Magid Associates, 2009
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How You Get There
Email Marketing
Which of the of the following do you consider SPAM?
Emails of an offensive subject matter
Emails from senders who are unknown to me
Emails that are filtered into the junk mailbox
Emails that intend to trick me into opening them
Any email I receive that I did not ask for or subscribe to
Source: Epsilon 2009; 2010 Statistical Fact Book, Direct Marketing Association
71%
76%
45%
83%
73%
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How You Get There
Email Marketing
Don’t ‘over-personalize’
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How You Get There
Email Marketing Trends
Top 5 trends to watch (best practices):
1. Simple, uncluttered templates2. Strong call to action3. Social media integration4. Personalized, dynamic content5. Email preference management
Source: http://www.strongmail.com/resources/whitepapers/industry-studies-and-reports.php
@
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How You Get There
Search Engine Marketing
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How You Get There
Search Engine Optimization
What percentage of marketers have their own web site?
What percentage of marketers use organic search engine optimization to improve their rankings on Google, Yahoo! and Bing?
Source: Association of National Advertisers (ANA), 2009
99%
86%
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How You Get There
Search Engine Optimization
+ Patience
Focus: PR + RR + TR
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How You Get There
Source: 2010 DMA Statistical Fact Book, Direct Marketing Association; USPS
How many direct mail pieces were sent last year?
What percent of total USPS volume did that account for?
How many catalogs were mailed last year?
Was that more or less than ten years ago?
The most catalogs ever mailed in history – what year?
91.3B
52%
Less (14.4B in 1999)
13.6B
2007: 19.6B
Direct Mail Volumes
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How You Get There
Direct Mail Marketing
What is the most important DM tool in your prospecting strategy?
1. Discount or price offers2. Targeted creative copy3. Targeted prospect lists4. Offer timing5. Other
Source: Chief Marketer 2010 Prospecting Survey
11%
15%
60%
7%
7%
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Aggregate Trends
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E-mail MarketingSocial NetworksKeyword Search
RadioMagazines
Online DisplayEvent Sponsorship
Rich DisplayDirect Mail
Regional TVRegional Newspapers
Out-of-homeE-mail Sponsorship
Online VideoMobile SMSNational TV
National Newspaper
56.856.3
49.742.242.1
40.536.9
35.534.7
32.831.731.2
29.526.726.1
18.314.8
How You Get There2010 Marketing Tactics
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How You Get ThereG
row
th
Size
TV$47.693.9%
Mobile$1.236.0%
Postal$43.70.0%
Inserts$0.8
2.4%
DRTV$23.73.8%
PPC$13.611.0%
Display$9.07.5%
SEO$2.610.3%
Social$0.722.1%
Telephone$39.40.1%
Newspaper$33.6-6.5%
Magazine$18.9-7.2%
Billboard$7.24.0%
Email$1.22.6%
Radio$15.2-2.8%
2010 Advertising Spending Trends
© NextMark, Inc. data sources – Winterberry Group, Forrester Research, New York Times
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How You Get There
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How You Get There
VT / NH MG Members
Includes B2C
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Going Digital Radical change -- not required.
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How You Get There
Optimize, Test
Sample
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Going Mobile
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How You Get There
Source: eMarketer, 2009; supported by ABI; BITKOM; Informa; ITU;US Census Bureau, December 2009
Importance of Mobile6.8 BB World Population
1.3 BB PC UsersHow many mobile?4.6 BB Mobile Users
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How You Get There
0.08
1.11.3
1.7
2.2
2.8
3.6
0
1
2
3
4
2006 2007 2008 2009 2010E 2011E 2012E
$Billion USMobile Spending Trend
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How You Get There
0.2960.75
1.436
2.298
3.217
4.182
5.018
0
1
2
3
4
5
6
2006 2007 2008 2009 2010E 2011E 2012E
$Billion US
SMS Text
Display
Search
Source:eMarketer, Yankee Group, Strategic Analytics, Nielsen Mobile, Coda, comScore, and JP Morgan Estimates
Mobile Marketing Breakdown
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How You Get There
63.7
30.1
28.6
21.8
18.7
13.2
Texting
Browser
App
Game
Social
Music
Source: comScore Reports March 2010 U.S. Mobile Subscriber Market Share
Going Mobile‘not just phones’
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Tools
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How You Get There
Media Planning Tools
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How You Get There
Audience and Company Research (Free Tools)
• Web sites (Who’s Who)• Alexa (Online Display)• List Finder (Direct Mail, Email, Telemarketing)• LinkedIn (Social Media)• Google Trends (Search Marketing)• PR Checker (Search Marketing)• Google Toolbar (Search Marketing)• Link:URL (Search Marketing• Namechk (Social Media)
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How You Get There
Web Site Review
Hypertherm’s roots date to 1968, when Hypertherm president Dick Couch and Bob Dean made the greatest breakthrough since the initial discovery of plasma cutting fourteen years earlier.
They discovered that by radially injecting water into a plasma cutting nozzle, they could create a narrower arc, capable of cutting metal with a speed and accuracy never before seen. In addition, two issues that had plagued the industry from the start–the accumulation of dross and a phenomenon called double-arcing–were virtually eliminated.
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How You Get There
Web Site Review
Morse Data and Datamann announce webinar demos for Ignored Software.
“Our two companies realized that there are users of the PCS software solution that have just had their worlds turned upside down” said Datamann Co-Owner and Chief Operating Officer William Mann. “Both Datamann and Morse Data have been providing our customers with exceptional service for over 30 years and it’s hard to imagine what this must be like to the PCS users”, said Mann.
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Who’s Who?
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How You Get There
Web Site Review – Who’s the photography expert?
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How You Get There
Web Site Review – Who’s the snowboarder?
9/16/2010: Logic Supply was awarded with one of the fastest growing companies within the technology sector for Vermont. Our Sales Manager, Jeremy Hudson (celebrating his 5th year with the company), accepted the award on behalf of Logic Supply.
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How You Get There
Web Site Review – Who’s the publishing guru?
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Free Tools
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How You Get There
Alexa (Top Web Sites)
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How You Get There
List Finder (Direct Mail, Email, Telemarketing)
Source: http://lists.nextmark.com
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How You Get There
LinkedIn (Social Media) – Who’s Mr. TV?
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How You Get There
Google Trends (Search Marketing)
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How You Get There
PR Checker (Search Marketing)
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How You Get There
Google Toolbar (Search Marketing)
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How You Get There
Link Analysis (Search Marketing)
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How You Get There
Social Media – Brand
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CRM stress reduction program
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How You Get There
Source: overworked and overwhelmed sales representative, 2010.
CFO Meeting
Boss
Expense Report
Quota
Customer Complaint
Proposal
Kerf
Quota
Forgot to turn the torch offBeer
Defrag
NowCustomer
CRM Task Management System
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How You Get There
CRM Cheat Sheet
Campaigns
Leads
Accounts
Contacts
Opportunities
Forecasts
Reports
Cases
Solutions
Products
Tasks
Documents
Contracts
Sales & Marketing Integration
Source: http://www.salesforce.com
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How You Get There
Campaigns
Leads
Accounts
Contacts
Opportunities
Forecasts
Reports
Cases
Solutions
Products
TasksDocuments
Contracts
Customer mindset -- tools for everything else.
Source: http://www.salesforce.com
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New contacts – every day…
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How You Get There
Building Constituency (Online and Offline)
• Reach out for a living• Do things that may not benefit you• LinkedIn profile• Stop relying on the same old contacts (obsolescence)• Make contact with new people on a daily basis• B2B focused relationships
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Sales Dos and Don’ts… Economics and Emotions
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How You Get There
Sales CallsWhat not to do (we… p.u.k.e)…. caution resource proclamation
What to do (issues based, asking questions)
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How You Get There
Quantify value #, $
Example: How much time is spent removing dross from the plasma cutting process?
Labor costOpportunity costImplications
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How You Get There
What’s important to the company stakeholders?
Economic Decision-makers (define objectives first)Not all the same (cost focus vs. cash focus, vs. ROI vs. strategic)
Don’t stereotype the bean counter!
NVP = ________________________
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Presentation efficiency
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How You Get There
Efficient closing documents
Mail merge content (quantitative)Link account and contact informationLink pricing fields and opportunity informationLink standard terms and conditions
Customized content (qualitative)Client logoNeedsBenefits
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How You Get There
Presentation
Prezi overviewGet issues and problems on the canvas (brain dump)
• Situational issues• Problems and implications• Needs – Benefits
Connect your thoughts (sequence)• Tell THEIR story• Provide your solution• Make it THEIR solution
Be cool (optional)
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hungry?
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Performance Management
Self time managementOpportunity costsGetting to know – getting to ‘no’ – focus on real opportunities
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Performance Management
Forecasting --- Excel Exercise
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Review
Take-away pointsGoal settingContinuous improvementBetter is better than best (performance not perfection)
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Review
What your B-2-B sales and marketing environment could be?
Google office presentation
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Contact information
Chris DeMartineLinkedIn: http://www.linkedin.com/in/chrisdemartineEmail: [email protected]: (603) 643 – 1307 x114
Blog: http://blog.nextmark.comTwitter: https://twitter.com/nextmark