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
© Claire Barker, LexisNexis 2011
understand exploit
© Claire Barker, LexisNexis 2011
understand exploit
© Claire Barker, LexisNexis 2011
understand exploit
83% of marketers currently measuring
ROI say it’s not with the
accuracy they’d like.
7% have no plans to start.
© Claire Barker, LexisNexis 2011
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.
© Claire Barker, LexisNexis 2011
The most important
3 letters in Marketing
Not ROI
Why
understand exploit
© Claire Barker, LexisNexis 2011
http://www.youtube.com/watch?v=7_rL1VLg90U&feature=pyv
© Claire Barker, LexisNexis 2011
How do you find what you need to know?
What questions do you ask?
What do you do with it all?
understand exploit
© Claire Barker, LexisNexis 2011
The six elements of the business genome
Organise dashboards around categories, or core DNA, that
reveal new opportunities for growth.
© Claire Barker, LexisNexis 2011
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
© Claire Barker, LexisNexis 2011
“Are you resourcing your teams?
Probably not.”
Scot McKee. Birddog.
understand exploit
© Claire Barker, LexisNexis 2011
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”.
© Claire Barker, LexisNexis 2011
“Strategy is a living thing.”
Ian Symes. Cisco.
“Think strategy first.”
Jonathan Brayshaw. Psion.
understand exploit
© Claire Barker, LexisNexis 2011
Think strategy.
Decide who you are
and who you are not.
What could only
come from you.
understand exploit
© Claire Barker, LexisNexis 2011
insight incite
© Claire Barker, LexisNexis 2011
insight incite
© Claire Barker, LexisNexis 2011
Analyse your customer base.
UK Standard Industrial Classification (SIC)
Profiling with Experian/pH
Hoovers reports
insight incite
© Claire Barker, LexisNexis 2011
Experian pH
Data scientists for B2B advantage
insight incite
© Claire Barker, LexisNexis 2011
UK Standard
Industrial
Classification
(SIC) codes
insight incite
© Claire Barker, LexisNexis 2011
“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
© Claire Barker, LexisNexis 2011
insight incite
© Claire Barker, LexisNexis 2011
Creating a buyer persona
insight incite
© Claire Barker, LexisNexis 2011
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
© Claire Barker, LexisNexis 2011
What we covered
- Find Your Next: Using the
Business Genome
- SIC codes
- Experian/pH
- Hoovers reports
- DueDil.co.uk
- Creating a buyer persona
© Claire Barker, LexisNexis 2011
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
© Claire Barker, LexisNexis 2011