Analysing: because you're expected to have all the answers. Understanding and exploiting your unique position in your markets

Analysing. Because you’re

expected to have all the answers.

Understanding and exploiting your

unique position in your markets.

© Claire Barker, LexisNexis 2011

What we will cover

- Find Your Next: Using the

Business Genome

- SIC codes

- Experian/pH

- Hoovers reports

- DueDil.co.uk

- Creating a buyer persona


understand exploit


understand exploit


understand exploit

83% of marketers currently measuring

ROI say it’s not with the

accuracy they’d like.

7% have no plans to start.


understand exploit

“The real ROI is to understand what

combinations of communications

and interaction create the greatest

desired effect with your target audience.

Ian Symes. Cisco.


The most important

3 letters in Marketing

Not ROI

Why

understand exploit


http://www.youtube.com/watch?v=7_rL1VLg90U&feature=pyv


How do you find what you need to know?

What questions do you ask?

What do you do with it all?

understand exploit


The six elements of the business genome

Organise dashboards around categories, or core DNA, that

reveal new opportunities for growth.


1. Product and service innovation - the invention of

offerings that resonate

2. Customer impact - a sustainable community of support

3. Process design - alignment of the "how" of a business

with the evolving "what" that customers need

4. Talent and leadership - the culture that will move a

business forward

5. Secret sauce - the recipe of differentiation and

competitive advantage in a new world of unprecedented

transparency

6. Trendability - the foresight to see the future more

quickly and adapt more rapidly to shifts in the landscape

understand exploit


“Are you resourcing your teams?

Probably not.”

Scot McKee. Birddog.

understand exploit


Sort – make sense of the chaos

Match your genome

Hybridize – graft on ideas

Adapt and thrive – see the future

understand exploit

“All marketers know that their jobs

are now part art, part science”.


“Strategy is a living thing.”

Ian Symes. Cisco.

“Think strategy first.”

Jonathan Brayshaw. Psion.

understand exploit


Think strategy.

Decide who you are

and who you are not.

What could only

come from you.

understand exploit


insight incite


insight incite


Analyse your customer base.

UK Standard Industrial Classification (SIC)

Profiling with Experian/pH

Hoovers reports

insight incite


Experian pH

Data scientists for B2B advantage

insight incite


UK Standard

Industrial

Classification

(SIC) codes

insight incite


“Let’s question things again.”

Steve Kemish. Cyance.

“If you do what you’ve always done,

you’ll get what you’ll always got.”

Mark Twain.

insight incite


insight incite


insight incite


http://www.duedil.com/

Creating a buyer persona

insight incite


Alan the Marketing Manager

2

ABOUT ME

Goals: 1. Getting new clients and retaining them. 2. Brand building/reputation management. 3. Keeping track of the competition.

Frustrations: Not enough time and resource to keep up to date with the market and competition. It often isn’t my top priority.

Office Administrator: Alan

• Worked in marketing for over 10 years.

• 40ish

• Enthusiastic, open to new ideas, tech savy and good humoured

4

YOUR PRODUCT (AND THE COMPETITION)

Benefits: Meltwater called at the right time. I was drowning in Google. I wanted to keep up with the competition, use the alerts to highlight information and the ability to push the information around the company. I wanted to keep control.

Concerns: I could easily see the savings so I didn’t really have any.

Perceptions of the competition: I’m not really too sure. I wasn’t really aware of Nexis. If I was I would have bought it as Meltwater is just news.

5

IMPLICATIONS

Target Insight: Alan needs to be able to clearly demonstrate the time the solution saves him to keep up to date and share information around the company.

Core message: Nexis is where to go to for news and business information

Marketing asset: An ROI calculator would be useful

3

MY BUYING PROCESS

Buying Process/Triggers: I’m not aware of the other options available and am not actively searching. If someone calls me I might look at it. It’s important but not top of my list.

Buying Criteria: It needs to have simple and flexible pricing. I need to have all the information I need to in one place and be able to show the time I’m saving. I need to have confidence in the depth and breadth of content.

Purchase role: I don’t have any budget assigned to this kind of activity but it’s my decision as long as it’s under £5k.

1


What we covered

- Find Your Next: Using the

Business Genome

- SIC codes

- Experian/pH

- Hoovers reports

- DueDil.co.uk

- Creating a buyer persona


http://www.b2bmarketing.net/content/infographic-what-works-where

Find Your Next: Using the Business Genome to Find Your Company's

Next Competitive Edge. Andrea Kates

duedil.co.uk

http://www.experian.co.uk/phgroup/

http://www.buyerpersona.com/

sources
