business to business marketing
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Insights on buying and selling in the Business to Business environment.TRANSCRIPT
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“When the need arises, customers buy from people they know, like and trust.” – Scott Stratten, UnMarketing
Business to Business Marketing
Angelo Ford, MBAManaging Partner
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• About me - AngeloFord.com
• My latest venture – ViralWhisper.com
• Insights as a buyer of business services & products• Black book of contacts (know, trust, like)• Recommendation from a contact• Recognized expert• Internet search (reference trade sources)• Cold callers
• Insights as a seller of business services & products• Network to meet clients, develop a reputation of trust & friendship • Pro bono work - establish trust, demonstrate expertise• Solid internet & social media presence • Dial for dollars based on qualified leads
introduction
© Scott Stratten
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• Adapting the 4Ps to a business to business environment – Product
• Features vs. Benefits (B2C vs. B2B)• Participate in new product development
– Price• Total cost perspective (QDP)• Help identify cost savings • Dollarize everything
– Place• Trade shows, internet, lunch meetings• Make appointments
– Promotion• Focus on saving time, money and resources• Offer value added service• Always ask for the business
The 4Ps
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Network, network, network
Deal Direct / Outsourcing / Manufacturing Reps
Line cards, business cards, website is critical
Become a prequalified supplier – self audit
Tradeshows
Know your market segmentations’ requirements
RFP / RFQ / ES Events
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Gize
B2B insights
Key Idea: How to gain share of mind, heart and wallet
Are you targeting the right person? Buyer? Sr. Buyer? Manager?Always aim to create value in the eyes of your customer.
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TemplatesProgress chart – Upward arrow
Gize
summary
• Examine• What do you do better than the competition? • Where, when, why, who and how?• Research your target business
• Establish• Person to person introduction• Tradeshow• Web presence (site, social media)• Direct marketing / distribution
• Maintain • Share of mind, heart, wallet
• Reciprocal, reasonable lunches• Offer value added service• Identify improvements• Short term gain vs. long term benefit
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TemplatesProgress chart – Upward arrow
Gize
exercise
Any Questions?Challenge: Create a LinkedIn Group
Viral Whisper.com - Presentation is for education use onlyBusiness Card Image: BriYYZ – Flickr | Boat Image: BriYYZ – Flickr | Board Image: Juhan Sonin
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