Secrets of powerful B2B communications

Enterprise Ireland eBusiness Workshop

Dublin, 27th Oct 2016

The effects…

Missing opportunities with existing clients.

Competing too much on price. Margins under pressure.

Poor lead-to-sale conversion rates. Huge time wasted on low return sales.

Inconsistent flow of high quality leads.

Struggling with recruitment.

Reduced team motivation.

Making unnecessarily hard work of business.

Less sweet spot customers.

Lower profitability.

#1 Build a solid communications foundation.

Clear, engaging, persuasive, comprehensive communications.

+

#2 Develop a successful, sustainable set of marketing

activities. Let your sweet spot prospects know you exist and stay

top of mind.

The path

1. Research – look in, look out (clients, competitors)

2. Defining foundations – P’s – Purpose, Positioning, Proposition, Personality

3. Planning – communications development plan

4. Visual – brand identity & visual style

5. Writing

6. Detailed specification - of all comms assets to be produced

7. Photography

8. Design

9. Production

Some key principles

1. Clarity & simplicity

2. Clear construct

3. Engaging & persuasive copy

4. Prove your statements and claims

5. Provide clear next steps

6. Consistency across all your materials and messaging

You can now cut through the clutter, reach anyone, anywhere and engage, educate, excite and amaze.

Our purpose is to help

smart, ambitious,

internationally focused,

B2B companies realise

their potential.

We do that by ensuring they have

everything they need in terms of

positioning, branding,

communications and sustained

marketing activities to realise their

ambitions.

Since 2005.

Team of 13.

Deep digital expertise.

Maverick Consultancy Positioning, Value Prop Development,

Communications and Marketing Planning.

Maverick Brand & CommsBrand development, copywriting, photography,

graphics, websites, sales materials.

Maverick Lead Gen Semi and fully outsourced marketing

programmes.

The path

1. Research – look in, look out (clients, competitors)

2. Defining foundations – P’s – Purpose, Positioning, Proposition, Personality

3. Planning – communications development plan

4. Visual – brand identity & visual style

5. Writing

6. Detailed specification - of all comms assets to be produced

7. Photography

8. Design

9. Production

Purpose:

Why?Why does the company exist?

How do you help? What difference do you make?

Today and for the next 20 years.

Our purpose is to help make telecom networks stronger, smarter and faster.

We do this by driving innovation in telecoms connectivity.

Our purpose is:

To enable large organisations who use ERP solutions to better automate and manage high volume financial transactions.

We do this by focusing our expertise and technology on supporting ERP platforms which need more advanced AP, AR and Bank Rec automation, functionality and control. We help create more intelligent, more automated, more feature rich financial operations and thereby increase efficiency, increase effectiveness and reduce costs.

Our purpose is:

Our purpose is to help smart, ambitious, internationally focused, B2B companies realise their potential.

We do that by ensuring they have everything they need in terms of positioning, branding, communications and sustained marketing activities to realise their ambitions.

Our purpose is:

Positioning

Proposition

Value Proposition:

What? Who? How? Value?

Value proposition development

1. Challenge/need/pain for your sweet spot customers?

2. Ideal solution for them? (regardless of provider)

3. Your unique solution? (directly reflecting what’s above)

a) The need you fill spectacularly well?b) For who exactly?c) What you’ve got that makes this possible? d) Key outcomes/value and proof of that?

Visual Style

Personality

Personality & Visual Style

PersonalityWhat personality is true to your company and will resonate with your

prospects? How should you look and sound? Define it.

Visual styleThen develop a distinctive, fully developed visual style which reflects your

defined personality - logo, fonts, colours, graphical styling, images, tone of

voice.

Personality – Aubren – how should they look and sound?

- Trustworthy, heart in the right place, integrity

- Creative, innovative & progressive

- Open, approachable

- Collaborative

- Precise

- Capable - people & facility

- Specialists, experts

Visual Style

The path

1. Research – look in, look out (clients, competitors)

2. Defining foundations – P’s – Purpose, Positioning, Proposition, Personality

3. Planning – communications development plan

4. Visual – brand identity & visual style

5. Writing

6. Detailed specification - of all comms assets to be produced

7. Photography

8. Design

9. Production

Some key principles

1. Clarity & simplicity

2. Clear construct

3. Engaging & persuasive copy

4. Prove your statements and claims

5. Provide clear next steps

6. Consistency across all your materials and messaging

Clarity & simplicity

Simplicity is the ultimate sophistication

“

Leonardo da Vinci

Simple can be harder than complex: You have to work hard to get your thinking clean, to make it simple. But it’s worth it in the end because once you get there, you can move mountains.

“

Steve Jobs

A clear construct

A clear construct

Main navigation on the new website will be:

Capability | Processes | Sectors | Projects

And secondary navigation will be:

About | Careers | News | Contact

Engaging & persuasive copy

ProofProve your statements and claims. With numbers, facts, testimonials, stories – and ideally video testimonials.

Provide clear next steps

Consistency across all your materials and messaging

In all materials With the team

Website

Print materials

PDFs

Sales presentation

Proposal documents

Social media presence

Trade show stand

Signage in your premises

Vehicles

Packaging

All singing from the same hymn sheet.

Especially:

- Management

- Sales

- Service

Fully and consistently brought to life across all touch points

#1 Build a solid communications foundation.

Clear, engaging, persuasive, comprehensive communications.

+

#2 Develop a successful, sustainable set of marketing

activities. Let your sweet spot prospects know you exist and stay

top of mind.

The path

1. Research – look in, look out (clients, competitors)

2. Defining foundations – P’s – Purpose, Positioning, Proposition, Personality

3. Planning – communications development plan

4. Visual – brand identity & visual style

5. Writing

6. Detailed specification - of all comms assets to be produced

7. Photography

8. Design

9. Production

Some key principles

1. Clarity & simplicity

2. Clear construct

3. Engaging & persuasive copy

4. Prove your statements and claims

5. Provide clear next steps

6. Consistency across all your materials and messaging

You can now cut through the clutter, reach anyone, anywhere and engage, educate, excite and amaze.

Done right your return will be…

Retain and up-sell existing clients.

Protect and increase margins.

Increase lead-to-sale conversion rates. Reduce effort required.

Increase flow of high quality warm leads.

Improve recruitment and increase motivation.

Make easier work of business.

Open up to realise the full potential of the business.

More sweet spot customers.

Greater profitability.

Why not?

Ed Field // 087 699 7068 // +353 61 620 147 ext 203

edfield@maverick-intl.com // maverick-intl.com

Secrets of powerful B2B communications

Are you ready to make the transformation?

Your sweet spot prospects are waiting to hear from you!