B2B Marketing

With Cole and Cassie

Is there a problem with

our marketing?

Sales is convincing people to buy our product. Marketing is

reaching more of the right people, so that sales leads to results

Reaching more customers. Less work for more meetings. Higher conversion from meeting to raise

So do we have a problem?• How much work does it take to raise a sales meeting?

• How many meetings does it take you to raise a TN?

• How many companies call AIESEC in your country because they want to take an intern?

• How many of your TN-takers introduced you to 5 or more other companies you could work with?

Lead Generation Methods

• Cold calling: Low conversion, time-intensive

• Networking events: Low conversion, a lot of follow up, time-intensive

• Warm leads from alumni / BoA: High conversion rate, low in quantity

Meetings Converting to Contracts

• Companies don’t know us, takes many meetings to build trust and credibility

• We don’t provide the information the companies want in the first place, so we have to have many meetings

Contracts Converting to Many TNs

• Companies rarely take many TNs in their first try

B2B Marketing’s Potential in the Sales Process

Raise – Match Rate

Match – Realize

rate

90%

2.5 55% 90%

# of iGIP members?

# of Sales Meetings

# of TNs per

contract

200 1600 2 55%

# of meetings

per Contract

20

200 2000 16

# of Meetings per Member

8

10

79

155

Bringing qualified leads to our members means more sales meetings,

higher conversion from meeting to contract, and larger contracts

But how do we do this?

Expectation:

“You think you know, but you have no idea.”

Endorsements

Referrals

AlliancesSocial Media

+ Online Content

Our 5 B2B

Marketing Tactics

Events

• Working with umbrella organisations to connect with your target audience

• Ex. Chamber of commerce, IT organisations, etc.

• How do you find these?• GOOGLE EVERYTHING!• Check your national/local business directory• Look for events in your city, find out who organises

them

Alliances

• Attending events not for general AIESEC representation, but specifically because your target audience is there.

• How do you find them?• GOOGLE EVERYTHING• Look on eventbrite• Find out where companies you target are

speaking/attending

Events

• Asking those who know about AIESEC to refer you to someone else who might be interested

• Just like an EP bringing a buddy along to an info-session night, or telling their friend about their internship

• Ask your current partners, BoD, alumni if they know anyone who might be interested

• Alumni referral programme

Referrals

• Ask your current partners and champions to write an endorsement letter.

• Find those quotes about your organisation! Endorsements

• Use the insight you gain, and experience you have to tailor content to your target audience

• Position AIESEC as the expert in the field of your target industry

• End game: Bring them to your website and sign up on the ORS for more information

Social Media + Online Content

An Example of all this?

Cassie googled IT events in Europe

Cassie found Gartner

Symposium ITXpo

Cassie contacted them about

attending the event and

possibly speaking to provide youth perspective to their delegates

Gartner agreed to provide

AIESEC with 2 all-access

passes and 2 roundtable sessions

Cassie and Crisette attend the event and

provide roundtable discussion

We collect business cards

to follow up with them

We gain insight and knowledge around what the

industry is looking for

Using insight, we write a blog

around “Top questions

employers have about Gen Y”

Alliance AllianceEventsEvents

EventsOnline content

Drive ORS registrationsDrive ORS registrationsWarm leads

What does B2B Marketing

driving iGIP look like?

How Can You Make Sure These Tactics Are Bringing Results?

How Can You Make Sure These Tactics Are Bringing Results?

Events

VP COMM:# of

company leads on

ORS*

VP iGIP:# of TNs raised

*Specifically from this tactic

How Can You Make Sure These Tactics Are Bringing Results?

Alliances

VP COMM:# of

company leads on

ORS* # of

alliances formed

VP iGIP:# of TNs raised

*Specifically from this tactic

How Can You Make Sure These Tactics Are Bringing Results?

Endorsements

VP COMM:# of

endorsements gained# of ORS

registrations*

VP iGIP:# of TNs raised

*Specifically from this tactic

How Can You Make Sure These Tactics Are Bringing Results?

ReferralsVP COMM:

# of referrals gained

VP iGIP:# of TNs raised*

*Specifically from this tactic

How Can You Make Sure These Tactics Are Bringing Results?

Social Media

VP COMM:Consistent

positioning on Linkedin

# company ORS

registrations*

VP iGIP:# of TNs raised

*Specifically from this tactic

How Can You Synergize Between iGIP and Marketing?iGIP Should Provide Marketing Should Provide

Be totally clear in what market you want to attract

Numerical goals for leads, meetings, and TNs Ra in target industries

B2B Marketing tactics

Converting leads to meetings at MC and LC level

Tracking activities creating leads and educating the LCs on how to do it

Always make sure who does what is clear

How Can You Have All This Sorted by 2014?• Weekly webinars on each marketing tactic

• Includes weekly tasks for you to complete to make sure your B2B Marketing strategy is ready by 2014

• Set KPIs for the end of 2013 and we’ll track them together

Are you using B2B Marketing to Grow iGIP?

• Weekly webinars on each marketing tactic

• Includes weekly tasks for you to complete to make sure your B2B Marketing strategy is ready by 2014

• Set KPIs for the end of 2013 and we’ll track them together