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push & Pull Friday, 7 March 14

Push & Pull

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Page 1: Push & Pull

push & Pull

Friday, 7 March 14

Page 2: Push & Pull

Flow

1. Understanding our customers

2. Ideas for B2B sales & marketing strategies

3. Creating a B2B sales & marketing plan

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B2BFriday, 7 March 14

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Business 2 Business

B2B describes commerce transactions between businesses.

B2B is used in the context of communication and collaboration

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Buying behaviour in B2B• For consumer brands the buyer is individual. In B2B there are usually different stakeholders involved in the decision to buy a product or service. Each person will have different reasons for buying the product or service.

• Since there are many people involved in the decision making process, the technical details usually have to be discussed in length , the decision making process for B2B products & services tends be more longer than consumer goods.

• Companies seek long term relationships as any experiment with a new brand will have impacts on their business. Brand loyalty is therefore much higher than in consumer goods markets.

•The sales process in B2B is much longer than in B2C. In a B2B sales process, a consumer & buyer will need to meet several times. A detailed assessment of services will be needed which serves the purpose of eliminating the risk of buying the wrong product or service.

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Empathy maps

Empathy maps are a tool for customer profiling & is a way for us to understand our target customer profile. By understanding our customers we can help us create relevant sales and marketing

strategies as well as a customer experience.

Why?

How?

An empathy map includes everything from your target customers needs, motivations, concerns and goals. These are the things that will influence how your target customers think about AIESEC and our

programmes

Tool designed by visual thinking company XPLANE

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Empathy MapsThe map helps you understand our potential customers and help us engage & connect with them in

way which is relevant to their needs.

1. Think and Feel• What is important to your customer? What is she/he sensitive for?• What are his/ her hopes, dreams, fears?

2. See • What does the customer ’s environment look like?

3. Hear• What opinions influence the customer?

4. Say and Do• What are your customers beliefs? Where they spend their time? • Who are her/ his friends?

5. Pains• What obstacles or challenges does the customer face?

6. Gains• What does she/he hope to achieve, and how might she/ he measure success?

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creating empathy maps

From understanding your purpose driven sales strategy and who your potential customers are for Global Talent we now need to

understand on a more holistic level their needs.

1. Create an empathy map for your focus market/ sector (e.g tech SMEs, exporting SMEs, marketing companies, B2B service providers,

corporates etc.)

2. Create empathy maps for each of the different stakeholders in the company (eg. line manager, HR, CEO)

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B2B Marketing & sales

Push and Pull---

Short and Long term

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Who has some ideas of what push strategies could be?

A few people share their experience with these focusing on the positive & negative

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PushWho has some ideas of what push strategies could be?

A few people share their experience with these focusing on the positive & negative

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PushWho has some ideas of what push strategies could be?

A few people share their experience with these focusing on the positive & negative

A push strategy works to create customer demand through promotion. Push promotional strategies focus on selling directly to customers.

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Push

•Phone calls•Emails & Mail shots •Networking Events •LinkedIn InMail

Who has some ideas of what push strategies could be?

A few people share their experience with these focusing on the positive & negative

A push strategy works to create customer demand through promotion. Push promotional strategies focus on selling directly to customers.

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Push

•Phone calls•Emails & Mail shots •Networking Events •LinkedIn InMail

Who has some ideas of what push strategies could be?

A few people share their experience with these focusing on the positive & negative

A push strategy works to create customer demand through promotion. Push promotional strategies focus on selling directly to customers.

Immediate feedback & direct approach

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Push

•Phone calls•Emails & Mail shots •Networking Events •LinkedIn InMail

Who has some ideas of what push strategies could be?

A few people share their experience with these focusing on the positive & negative

A push strategy works to create customer demand through promotion. Push promotional strategies focus on selling directly to customers.

Positives & Negatives?Immediate feedback & direct approach

Friday, 7 March 14

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Friday, 7 March 14

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Pull

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PullA pull strategy uses marketing and PR to build up demand for a product or service.

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PullA pull strategy uses marketing and PR to build up demand for a product or service.

•Events•Alliances•Referrals•Online content •Social Media•Endorsements•Alumni•Media

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PullA pull strategy uses marketing and PR to build up demand for a product or service.

•Events•Alliances•Referrals•Online content •Social Media•Endorsements•Alumni•Media

Indirect approach

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PullA pull strategy uses marketing and PR to build up demand for a product or service.

•Events•Alliances•Referrals•Online content •Social Media•Endorsements•Alumni•Media

Indirect approach

Positives & Negatives?Friday, 7 March 14

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SAles in 2014

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SAles in 2014

Digitisation and buyer empowerment are impacting on the role of sales.

Sales teams are empowered with more knowledge but so too are customers and there are also increasingly blurred lines between sales

& marketing.

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SAles in 2014

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SAles in 2014What does this mean?

The typical B2B sales process is changing from a sales dominated act, merely based on personal relationships to a marketing driven process.

Customers favour genuine engagement over a hard sell.

The best customer engagement will come from a result of sales and marketing joining forces.

Thinking of sales engagement!

Decision makers are leveraging social media and online research as opposed to working directly with a sales person to influence their decision.

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SAles in 2014

However! Human interaction is still important!

People buy people.

We still need to develop trust.

70% of B2B sales still involves human interaction.

We need to combine a combination of push & pull!

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SAles in 2014

However! Human interaction is still important!

People buy people.

We still need to develop trust.

70% of B2B sales still involves human interaction.

We need to combine a combination of push & pull!

Friday, 7 March 14

Page 30: Push & Pull

Social Selling mix of push & pull

Traditional Selling Social Selling

- Lot’s of cold calling - Focus on prospects who are ready to talk

- Unaware of customers’ needs and purchase cycles

- Able to offer the right solution at the right time to the right people

- Left out of critical conversations about your product and market

- Engage in relevant conversations, becoming a trusted expert

- Meet heavy sales resistance - Deepen relationships through better listening so customers come to you

- Learn about opportunities too late - Spot opportunities early

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Emails

Sending more than one email - following up!

Who has had success with emails in raising meeting?

What did you do?

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events : Networking & industryBeing very targeting in the ones you go to!

Who will be there?

Invest in events if they are for your target market?

Understand who you want to talk to.

Look at the attendee list.

Make sure you follow up after the event & the people who you didn’t get to talk to.

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Alliances

Who do your potential customers trust & get industry information from?

Which groups so they engage with?

What is your value prop for the alliance to partner with you?

What do you want to get out of the partnership?

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referrals

Can you get referrals from alumni (or even raise with alumni), current partners, past partners, leads?

Who has used these and how has it worked?

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online content

Online content will be more of a national driven strategy which you can all capitalise on!

What does it involve:

•Blogs on the website•Website content•Search Engine Optimisation•LinkedIn•Pinterest?

Increasing our brand awareness and driving traffic to company sign ups on the website.

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Media

Using a PR strategy.

What trends can you capitalise on? Immigration, youth mobility, economic growth, youth leadership, tech boom.

Having articles published in print and on media online (newspapers, blogs, industry magazines, radio, industry websites)

What’s the value prop to the media and/or the journalist?

Could be based on case study and you collect these and do the hard work writing the interviews up.

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alumni

USE THEM!!

They understand AIESEC and can give you insights and introductions!

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Social media

• Facebook• Twitter• Youtube

• LinkedIn• Google +

We will be developing these nationally for AIESEC & Global Talent for you to capitalise on. But you ALL need to have Linkedin and Google + accounts as individuals and use

these to network & create leads

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Linkedin - Tips

1. Never miss a chance to connect2. Discover to map out who are the decision makers with your prospects3. Easy way to find alumni in your target industry or company4. Through LinkedIn you can find enough relevant information to make a targeted sales call5. Get passed gatekeepers with InMail6. Learn what’s happening with your prospect companies7. Use groups for connecting with prospects & providing relevant comments8. Make your profile attractive with relevant info 9. Use the “look back trick”

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Creating a B2B plan

1. Who am I trying to engage with?

2. Which are the relevant channels to engage with different stakeholders of a business based on your understanding of them (use your empathy maps)?

3. Brainstorm ideas of how you can use the different channels to engage with the different stakeholders. What would interest them & how do they respond to different types of engagement?

4. Need to ensure you have a combination of both direct & indirect sales and marketing strategies

5. How am I going to deliver results but also increase brand awareness for the future?

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Creating a B2B plan to generate

leads!

Using ideas that you have brainstormed it’s now time to put it all into a clear plan that is relevant for your target partners &

decision makers.

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Week Who am I trying to engage with? What channel am I using? Push Strategy Pull Strategy What am I trying to achieve? KPIs

Overarching questions: How do you want people to feel, think & understand through

your whole engagement?What are different people’s wants & needs

What would be the value to them?

Friday, 7 March 14