B2B: How to Attract and Retain Profitable Customers

PROFITABLE CUSTOMERS

B2B Four steps to the sole goal

Create Sales Protect Margins Build Market Share

Marketing’s goal isto attract and retain profitable customersNothing else matters

1. DIFFERENTIATE

2. SEGMENT

3. TARGET

4. TRACK

FOUR STEPS

DIFFERENTIATECommunicate your:•Purpose •Process •Promise

STEPONE

PURPOSEPROCESSPROMISE

SOME THINGS

C H A N G E

SOME DON’T LISTEN TO THE MAN

PURPOSEPROCESSPROMISE

1958:

WHATEXACTLY IS YOUR• Purpose who are you?

• Process what do you do?

• Promise why do you matter?

Insights: Differentiation

SEGMENTYour markets

• Influencers•Motivations

STEPTWO

InfluencersMany peopleinfluence business buying decisions.

Who are they?Insights: B2B Influencers

MotivationsMany reasons motivate business buying decisions.

What are they?Insights: Buying Motivators

TARGETActivities•Content•Buying Cycle•Channels

STEPTHREE

ContentContent must generate sales-creating trust.

Be relevant, be credible

WHAT CONTENT DOES• Connects the cycle• Convinces influencers• Concentrates on sales

CONNECTSCONVINCESCONCENTRATES

Buying CycleThe process that moves decisions forwards.

From ‘We’re interested’to ‘Where do we sign?’

Insights: Content that Sells

ChannelsSources of information used during the buying cycle.

Which are most trusted?

TRACKResults•Sales•Margins•That’s it...

STEPFOUR

Track Benchmark activity by linking it to achievement. Sales and margins are the only measurements.

PROFITABLE CUSTOMERSONE STEP AT A TIME

THE B2B BOOK

1. DIFFERENTIATE

2. SEGMENT

3. TARGET

4. TRACK

Purpose Who you are Process What you do Promise Why it matters

Decision Influencers

Buying Motivations

Content

Buying Cycle

Channels

Sales & Margins

CREATE SALESPROTECT MARGINSBUILD MARKET SHARE

OWN THE KNOWLEDGEGET THE BOOK