BREAKING THE “B2B MARKETING IS BORING” MYTH

@RSACanada

@TheSSEOntario

www.the-sse.ca

CALL LOGISTICS

Phone

Call-in

Details

Chat

Function

To ask question orally during Q&AFor Phone Participants

*6 to Mute*9 to Raise Hand

B2B Marketing

Breaking the “B2B Marketing is Boring” Myth

Sue JackmanSenior Marketing Manager, RSA CanadaMay 30th, 2017

Introduction – Sue Jackman

Over 10 years of experience across a variety of industries, sectors & markets:

• Currently: Senior Marketing Manager – RSA CANADA

• Previous Marketing roles at:

• BRAND LEARNING, L’OREAL UK, DBD MEDIA, UK, KRAFT CANADA, ‘LEAVE THE PACK BEHIND’ (Government-Funded Smoking Cessation Program)

• Internships:

• THE UNIVERSITY HEALTH NETWORK, PETRO-CANADA, STRYKER MEDICAL

• Volunteer Experience:

• THE SMILE CHINA PROJECT, TELEPHONE AID LINE KINGSTON, QUEEN’S UNIVERSITY PEER HEALTH OUTREACH

MBA Schulich School of Business, York University

MA (Non-Fiction Creative Writing), City University London

BScH (Psychology, Neuroscience), Queen’s University

Agenda

1. Overview of Marketing as an Industry

2. My experience & key drivers of success across industries:a) Know Yourself – Brand Building

b) Know your Customer/Consumer – Meeting their Needs

c) Share your Story – Content Marketing

d) Share your Story Strategically – Planning & Partnering

3. Questions

Overview of Marketing as an Industry

Marketing Defined

“The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

- American Marketing Association

“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

- The Chartered Institute of Marketing

• Understanding marketing is critical for Entrepreneurs as you build your company, idea & service from the ground up

• You are the Chief Marketing Officer from Day 1!

Marketing is a Key for any Entrepreneur

Types of Marketing

• Any company across any sector – large or small – relies on Marketing to promote the product or service on offer

• Depending on the sector, marketing can be used to attract:• an END CONSUMER (i.e. you and me); “Business to Consumer” (B2C) e.g.

Marketing solar panels, fair trade coffee or slow fashion direct to consumer

• A BUSINESS CUSTOMER (i.e. another business); “Business to Business” (B2B) e.g. Marketing insurance products to brokers or marketing to donors (Good Foot Delivery, Eva Phoenix printing)

B2B vs. B2C - Myths

• Well known brands selling tangible goods = “sexier”

• Bigger budgets (TV advertising, big agency partners, market research, etc)

• Brands selling less tangible goods & professional services = “boring”

• Smaller budgets more focused on lead generation, thought leadership & trade advertising

B2CB2B

B2B is Not Boring!

• Telling your story, building credibility and trust, building and being true to your brand are key to any Marketing success

• Goal of presentation – that B2B can be fun/interesting/rewarding no matter what you’re selling:

• Cream cheese, cosmetics, insurance, wheelchairs – I always thought of my role as helping a consumer or customer vs. selling to them

• Nothing boring or disingenuous about this!

Fundamentals for Marketing success

1. Know Yourself

1. Know Who You Are

• The word ‘brand’ has a bad reputation. Feels dishonest “Oh she’s just building her brand’ – that’s her ‘social media brand/persona’ –doesn’t feel real

• However the best brands are:• Consistent

• Built on truths

• Are capable of building real relationships & real influence

• Putting yourself out there in the market, no matter what your social cause is, is putting your brand out there to be considered

A brand is not a logo.

A brand is not an identity.

26 | SALES & MARKETING

A brand is not a product.

A brand is a person’s gut feeling about a product, service or organization.

It’s a gut feeling, because brands are defined by individuals, not companies, or markets

It’s a gut feeling because people are emotional, intuitive beings.

In other words…

It’s not what YOU say it is.

It’s what THEY say it is.

Why is branding important?

A brand is a promise.

Customers trust strong brands because they know what to expect.

Connects your target prospects emotionally.

Creates differentiation.

A brand is how customers perceive your value proposition

… Your value proposition is how you stand out, how you’re differentiated

32 | SALES & MARKETING

Strong brands use their proposition to drive decision making across the business, provide clarity for consumers & ultimately value for stakeholders

Brand is not just about marketing: for your business or cause to be successful, your brand strategy and business strategy must move forward together.

2. Know your Customer

2. Know who your customer/consumer is

• It’s not about creating need..

2. Know who your customer/consumer is

• It’s about identifying, understanding and appreciating their hurdles or barriers that make their life challenging:

• How can your product/service help your consumer/customer overcome their challenges?

• WHO are these customers and WHERE can you find them?

• WHEN can you best communicate to them & in WHAT way, HOW?

To succeed in branding you must understand the needs and wants of your customers and prospects

Brand resides within the hearts and minds of your customers.

Brand is the source of a promise to your consumer.

Trust comes from meeting and beating customer expectations.

We re-positioned our overall RSA brand based on broker research and the overall transformation happening at RSA.

This cumulated in a large-scale integrated marketing campaign called ‘Take a Look at us Now’ that invited brokers to see how when we win, they win and a growth initiative that led to +$1.6M in incremental new business for RSA.

Example – RSA “Take a Look at us Now” Campaign

3. Share your Story

3. Share your Story – Content Marketing

• Key to B2B Marketing and relevant to you as social entrepreneurs –content marketing

42

THE WORLD IS TALKING...

Customers are Sharing, Publishing and Discussing...

• Web

• Email

• Social networks

• Blogs & microblogs

• Mass sharing sites

• Forums /reviews

ALL DEMOGRAPHIC GROUPS ARE ACTIVELY ENGAGED SOMEHOW... BUT DOING DIFFERENT THINGS

43

WHAT is your audience doing?

WHERE they are doing it?

HOW they are doing it?

WHY they are doing it?

You’re the Professionals. Share your knowledge

Content Marketing Tactics

RSA examples

InterviewsWebinars

Blog/Articles

Infographics

E-Newsletters

Videos

Roundtable

4. Share your Story … Strategically

4. Share your Story Strategically

• The power of a plan:• Lack of budget? FOCUS, FOCUS, FOCUS

• What are your objectives/goals?

• What are the strategies & tactics that you will invest against to meet these goals?

• Put numbers against what success will look like and track as you go

50

INVEST WISELY...

“IT’S NOT ABOUT HOW MUCH YOU INVEST, IT’S

ABOUT HOW YOU INVEST”

CLEAR AND MEASURABLE OBJECTIVES

SINGLE MINDED MESSAGE

INTEGRATED CAMPAIGN

CONSIDERATION OF RELEVANT CHANNELS

EVALUATION

4. Share your Story Strategically… con’t

• The power of partnership• Strategically teaming up with the right partners can help elevate, reinforce

and amplify your story

• With smaller budgets making the right partnerships can take you far

Examples:

Brand Learning – Google & Marketing Society

RSA – Air Miles

Staples & “Me to We” (Free the Children)

PAID

Advertising / OOH

Trade shows / Exhibitions

Conferences / Seminars

Hospitality

Entertainment

SEM / SEO

POS Media

WHAT CHANNELS…

52

OWNED

Web

Email

POS / in store

Print Materials

Direct Mail

Event

F2F Sales

EARNED

Word of Mouth

PR

Editorial

Social Media

Blogs, platforms, forums

STRANGERS FANSCUSTOMERS

With a small budget, we focused on Social Media to drive brand awareness (low in the UK), spark inspiration &

ultimately create more partnership opportunities with salons:

- REDKEN UK went from 2k followers on Facebook when I started on the brand in 2010 to 10K two years later

and today it’s 1.3M

- more buzz = greater editorial coverage, salon/consumer engagement and a significant lift in salon partnerships

Instagram now a key channel – this is where are customer and consumer are!

PAID

Trade Advertising

OWNED

Events

Website

POS (Posters, Kits)

Education Program

EARNED

PR

Editorial

Social Media

Example – L’Oreal REDKEN

THINK CUSTOMER – KNOW YOUR AUDIENCE & TARGET

SHARE EXPERTISE – START TALKING & ENGAGE

DEFINE VALUE PROPOSITION – DIFFERENTIATE

UNDERSTAND MARKET – ENSURE YOU ARE RELEVANT

LEVERAGE PARTNERSHIPS – ASSOCIATIONS, MEDIA

Key to Remember:

Other Resources

• http://www.pimpmycause.org

• http://www.substance151.com/sustaining-social-enterprise-branding-connecting-purpose-profit/

• https://trackmaven.com/blog/marketing-tools-list/

• http://jeremywaite.tumblr.com/80rules

• https://www.slideshare.net/foundation2012/creating-great-digital-content-on-a-budget?utm_source=SSE+newsletter&utm_campaign=a6c4cdd79a-EMAIL_CAMPAIGN_2017_04_13&utm_medium=email&utm_term=0_37ebc0341a-a6c4cdd79a-325434649

• http://www.socialmisfitsmedia.com/downloads/something_to_tweet_about.pdf

• http://www.startupdonut.co.uk/startup/sales-and-marketing/how-to-prepare-a-marketing-plan

• http://www.marketingforhippies.com/

CALL LOGISTICS

Phone

Call-in

Details

Chat

Function

To ask question orally during Q&AFor Phone Participants

*6 to Mute*9 to Raise Hand

Questions & Thank you!