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B2B and B2C - Different strokes for different folksWhether you work in a business to business (B2B) or a business to consumer (B2C) organisation, each presents a completely different set of challenges. This session examines two very different approaches to email marketing.
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B2B and B2C – Different strokes for different folks
Ben Johnson
Team Lead - Business Unit Marketing
Data#3
B2B MARKETING CHALLENGES
Inexorably linked to the Sales process
Need for earlier engagement
Risk in advocacy (public or private
orgs)
Caution around purchase decisions
Trust
THE B2B SALES PROCESS
Lead
Plan to match needs to Solution
Discovery
Uncover needs & build vision
Qualify
Agree evaluate. Qualify need
Develop
Finalise solution
Proposal
Present proposal that meets needs
Negotiate
Best mutual outcome
Close
Leverage win or loss
THE ROLE OF MARKETING
Build Trust
Thought Leader
Powerful Brands
Altruism
Delivering Insight
Insight MarketingUsing relevant, valuable insight to connect with customers
objectives
Challenging
• Continuously challenge customers’ assumptions and offer new perspective that increases appreciation
Permission
• Gain permission to credibly contribute insight on issues adjacent to known areas of expertise
Sequencing
• Sequence customer consumption of information and ideas to lead to differentiators
PRINCIPLES FOR INSIGHT MARKETING SUCCESS
Min. Requirements
CredibleHelps people understand and pressure test the idea
ClearTies back to a central, single, fundamental idea
ConcreteRelates the idea in terms that are meaningful and tangible to the audience
Key success Factors
Personally ImpactfulInterprets the specific effort of your idea for an individual within your company
InsightfulIlluminates unknown or underappreciated aspects of the customers environment
KEY ELEMENTS OF INSIGHT
Surprises
Sparks Curiosity
Delivers Value
Valuable Insight
ENABLE SALES FOR SUCCESS
Outcomes
Establishing the problem Establishing the solution
Conversation Topics
Problem Defined through symptoms
Solution in like terms Proof points Value to customer
Insight - Focus Question
Role Goal