Back to School for B2B Marketing

Back to School for B2B Marketing

9:30 A.M. Introductions9:45 A.M. B-2-B Marketing Defined10:00 A.M. Where You Want to Be10:30 A.M. How You Get There12:15 P.M. Lunch & Networking1:00 P.M. Performance Management1:30 P.M. Open Discussion & Networking

Introductions

Introductions

Name

Company

How you spend most of your time at work

Estimate % of time spent on B2B sales and marketing

B2B Marketing Defined

B2B Marketing Defined

Discussion – What Is?

Botanical vs. Architectural

Emotional vs. Logical

Sales Process

Full Control |-------------------------------------------------------------| No Control

B2B Marketing Defined

Define B2B

B2B: describes transactions between businesses (manufacturers, wholesalers, retailers, service providers).

B2C, B2G, B2I (fine lines)

Question: is the volume of transactions higher for B2B or B2C?

B2B Marketing Defined

Define Marketing

Marketing: 4 P’s

Marketing is EVERYTHING!

Webster’s Dictionary

Where You Want to Be

Where You Want to Be

Start with Vision

1. Adds purpose and context2. Helps determine meaningful goals and objectives3. Keeps you on track4. Helps you say “No”5. Moves you closer to a leadership position

Where You Want to Be

Formalizing Vision

Needs to have:

1. Purpose2. Buy In3. Simplicity

Where You Want to Be

Goal Setting for B2B Marketing (Exercise)

Sample Vision: to be the leading brand for plasma cutting technology, online, offline, and around the world.

Create one sales and marketing goal for this vision.

Was it S.M.A.R.T.?

Revise or re-create your marketing goal for this vision.

Where You Want to Be

Blueprint for Growth

Account Rating

A, B, C, Not in Business

Where You Want to Be

Blueprint for Growth

Account Categorization

AcquisitionDevelopmentManagement

Where You Want to Be

Positioning based on strengths (personal/sales)

Resource proclamation: powerful message that identifies you as a potential resource for addressing clients’ current challenges.

Global version and situational versions

Exercise: write down your top 3 individual strengths that could add value for your clients and prospects.

Where You Want to Be

Positioning based on differentiation (company)Emphasis on value of uniquenessCommoditization of weaknesses

List company strengthsList problems you solveWork in reverse by asking questions(S. P. I. N. -- issues based)

How You Get There

Sales Process

How You Get There

Sales Process

Do: determine outcomes

Don’t: talk about products and services

How You Get There

Don’t get side-tracked on price

How You Get There

Question: What is the top reason for why a purchasing manager would lose his or her job?

First responsibility: keep the business up and running efficiently.Secondary: keep costs down

Sales leaders don’t get side-tracked by price

How You Get There

Sales leaders don’t get side-tracked by price

CNC - CC = PVCNC = Opportunity Costs + Actual Costs + Hidden Costs(Problems and Implications)

CC = Financial + Organizational + Emotional

B2B marketing tips by channel just a few…

How You Get There

Marketing Plan

VisionGoalsCalendarMessaging (Offer Testing)Distribution (Channel Testing)Feedback

How You Get There Trends in Prospecting

• Traditional media giants: 2010E = $223B vs. $28B• TV becoming addressable, but attention divided• Advertising dollars continue to shift online• Email is not just for retention; core to integration• Social media and PPC are local favorites• Online display advancing and pairs with search• Mobile is the future of local marketing (GPS)

Complexity

• Multi-channel marketers need understanding• Marketing databases required for optimization

How You Get There

Online MigrationHow much of the average marketing budget shifted from print magazines to search marketing programs last year?

A) <5%B) 6 – 10%

C) 11 – 15%D) 16 – 20%E) 21 – 25%

F) >25%

Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, 2009.

E) 21 – 25% (25%)

How You Get There

Broadcast – What people do while watching TV

82

68

38

30

28

18

13

Check Mail

Browse the Web

Social Networking

Chat/IM

Music

Online Videos

Online Show Content

Source: Frank N. Magid Associates, 2009

How You Get There

Email Marketing

Which of the of the following do you consider SPAM?

Emails of an offensive subject matter

Emails from senders who are unknown to me

Emails that are filtered into the junk mailbox

Emails that intend to trick me into opening them

Any email I receive that I did not ask for or subscribe to

Source: Epsilon 2009; 2010 Statistical Fact Book, Direct Marketing Association

71%

76%

45%

83%

73%

How You Get There

Email Marketing

Don’t ‘over-personalize’

How You Get There

Email Marketing Trends

Top 5 trends to watch (best practices):

1. Simple, uncluttered templates2. Strong call to action3. Social media integration4. Personalized, dynamic content5. Email preference management

Source: http://www.strongmail.com/resources/whitepapers/industry-studies-and-reports.php

@

How You Get There

Search Engine Marketing

How You Get There

Search Engine Optimization

What percentage of marketers have their own web site?

What percentage of marketers use organic search engine optimization to improve their rankings on Google, Yahoo! and Bing?

Source: Association of National Advertisers (ANA), 2009

99%

86%

How You Get There

Search Engine Optimization

+ Patience

Focus: PR + RR + TR

How You Get There

Source: 2010 DMA Statistical Fact Book, Direct Marketing Association; USPS

How many direct mail pieces were sent last year?

What percent of total USPS volume did that account for?

How many catalogs were mailed last year?

Was that more or less than ten years ago?

The most catalogs ever mailed in history – what year?

91.3B

52%

Less (14.4B in 1999)

13.6B

2007: 19.6B

Direct Mail Volumes

How You Get There

Direct Mail Marketing

What is the most important DM tool in your prospecting strategy?

1. Discount or price offers2. Targeted creative copy3. Targeted prospect lists4. Offer timing5. Other

Source: Chief Marketer 2010 Prospecting Survey

11%

15%

60%

7%

7%

Aggregate Trends

E-mail MarketingSocial NetworksKeyword Search

RadioMagazines

Online DisplayEvent Sponsorship

Rich DisplayDirect Mail

Regional TVRegional Newspapers

Out-of-homeE-mail Sponsorship

Online VideoMobile SMSNational TV

National Newspaper

56.856.3

49.742.242.1

40.536.9

35.534.7

32.831.731.2

29.526.726.1

18.314.8

How You Get There2010 Marketing Tactics

How You Get ThereG

row

th

Size

TV$47.693.9%

Mobile$1.236.0%

Postal$43.70.0%

Inserts$0.8

2.4%

DRTV$23.73.8%

PPC$13.611.0%

Display$9.07.5%

SEO$2.610.3%

Social$0.722.1%

Telephone$39.40.1%

Newspaper$33.6-6.5%

Magazine$18.9-7.2%

Billboard$7.24.0%

Email$1.22.6%

Radio$15.2-2.8%

2010 Advertising Spending Trends

© NextMark, Inc. data sources – Winterberry Group, Forrester Research, New York Times

How You Get There

How You Get There

VT / NH MG Members

Includes B2C

Going Digital Radical change -- not required.

How You Get There

Optimize, Test

Sample

Going Mobile

How You Get There

Source: eMarketer, 2009; supported by ABI; BITKOM; Informa; ITU;US Census Bureau, December 2009

Importance of Mobile6.8 BB World Population

1.3 BB PC UsersHow many mobile?4.6 BB Mobile Users

How You Get There

0.08

1.11.3

1.7

2.2

2.8

3.6

0

1

2

3

4

2006 2007 2008 2009 2010E 2011E 2012E

$Billion USMobile Spending Trend

How You Get There

0.2960.75

1.436

2.298

3.217

4.182

5.018

0

1

2

3

4

5

6

2006 2007 2008 2009 2010E 2011E 2012E

$Billion US

SMS Text

Display

Search

Source:eMarketer, Yankee Group, Strategic Analytics, Nielsen Mobile, Coda, comScore, and JP Morgan Estimates

Mobile Marketing Breakdown

How You Get There

63.7

30.1

28.6

21.8

18.7

13.2

Texting

Browser

App

Game

Social

Music

Source: comScore Reports March 2010 U.S. Mobile Subscriber Market Share

Going Mobile‘not just phones’

Tools

How You Get There

Media Planning Tools

How You Get There

Audience and Company Research (Free Tools)

• Web sites (Who’s Who)• Alexa (Online Display)• List Finder (Direct Mail, Email, Telemarketing)• LinkedIn (Social Media)• Google Trends (Search Marketing)• PR Checker (Search Marketing)• Google Toolbar (Search Marketing)• Link:URL (Search Marketing• Namechk (Social Media)

How You Get There

Web Site Review

Hypertherm’s roots date to 1968, when Hypertherm president Dick Couch and Bob Dean made the greatest breakthrough since the initial discovery of plasma cutting fourteen years earlier.

They discovered that by radially injecting water into a plasma cutting nozzle, they could create a narrower arc, capable of cutting metal with a speed and accuracy never before seen. In addition, two issues that had plagued the industry from the start–the accumulation of dross and a phenomenon called double-arcing–were virtually eliminated.

How You Get There

Web Site Review

Morse Data and Datamann announce webinar demos for Ignored Software.

“Our two companies realized that there are users of the PCS software solution that have just had their worlds turned upside down” said Datamann Co-Owner and Chief Operating Officer William Mann. “Both Datamann and Morse Data have been providing our customers with exceptional service for over 30 years and it’s hard to imagine what this must be like to the PCS users”, said Mann.

Who’s Who?

How You Get There

Web Site Review – Who’s the photography expert?

How You Get There

Web Site Review – Who’s the snowboarder?

9/16/2010: Logic Supply was awarded with one of the fastest growing companies within the technology sector for Vermont. Our Sales Manager, Jeremy Hudson (celebrating his 5th year with the company), accepted the award on behalf of Logic Supply.

How You Get There

Web Site Review – Who’s the publishing guru?

Free Tools

How You Get There

Alexa (Top Web Sites)

How You Get There

List Finder (Direct Mail, Email, Telemarketing)

Source: http://lists.nextmark.com

How You Get There

LinkedIn (Social Media) – Who’s Mr. TV?

How You Get There

Google Trends (Search Marketing)

How You Get There

PR Checker (Search Marketing)

How You Get There

Google Toolbar (Search Marketing)

How You Get There

Link Analysis (Search Marketing)

How You Get There

Social Media – Brand

CRM stress reduction program

How You Get There

Source: overworked and overwhelmed sales representative, 2010.

CFO Meeting

Boss

Expense Report

Quota

Customer Complaint

Proposal

Kerf

Quota

Forgot to turn the torch offBeer

Defrag

NowCustomer

CRM Task Management System

How You Get There

CRM Cheat Sheet

Campaigns

Leads

Accounts

Contacts

Opportunities

Forecasts

Reports

Cases

Solutions

Products

Tasks

Documents

Contracts

Sales & Marketing Integration

Source: http://www.salesforce.com

How You Get There

Campaigns

Leads

Accounts

Contacts

Opportunities

Forecasts

Reports

Cases

Solutions

Products

TasksDocuments

Contracts

Customer mindset -- tools for everything else.

Source: http://www.salesforce.com

New contacts – every day…

How You Get There

Building Constituency (Online and Offline)

• Reach out for a living• Do things that may not benefit you• LinkedIn profile• Stop relying on the same old contacts (obsolescence)• Make contact with new people on a daily basis• B2B focused relationships

Sales Dos and Don’ts… Economics and Emotions

How You Get There

Sales CallsWhat not to do (we… p.u.k.e)…. caution resource proclamation

What to do (issues based, asking questions)

How You Get There

Quantify value #, $

Example: How much time is spent removing dross from the plasma cutting process?

Labor costOpportunity costImplications

How You Get There

What’s important to the company stakeholders?

Economic Decision-makers (define objectives first)Not all the same (cost focus vs. cash focus, vs. ROI vs. strategic)

Don’t stereotype the bean counter!

NVP = ________________________

Presentation efficiency

How You Get There

Efficient closing documents

Mail merge content (quantitative)Link account and contact informationLink pricing fields and opportunity informationLink standard terms and conditions

Customized content (qualitative)Client logoNeedsBenefits

How You Get There

Presentation

Prezi overviewGet issues and problems on the canvas (brain dump)

• Situational issues• Problems and implications• Needs – Benefits

Connect your thoughts (sequence)• Tell THEIR story• Provide your solution• Make it THEIR solution

Be cool (optional)

hungry?

Performance Management

Self time managementOpportunity costsGetting to know – getting to ‘no’ – focus on real opportunities

Performance Management

Forecasting --- Excel Exercise

Review

Take-away pointsGoal settingContinuous improvementBetter is better than best (performance not perfection)

Review

What your B-2-B sales and marketing environment could be?

Google office presentation

Contact information

Chris DeMartineLinkedIn: http://www.linkedin.com/in/chrisdemartineEmail: cdemartine@nextmark.comPhone: (603) 643 – 1307 x114

Blog: http://blog.nextmark.comTwitter: https://twitter.com/nextmark