gail hopkins (managing director, make it happen)

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B2B Marketing Presentation

25 September 2014


B2B Marketing Presentation

1 Key differences between B2C & B2B

2 What is common to B2C & B2B

3 B2C

4 B2B

5 A B2B customer journey

6 How do US B2B organisations spend their marketing budgets?

7 What improves the effectiveness of B2B Marketing?

8 What do B2B marketers focus on?

9 B2B Marketing tactics - Customer Acquisition

10 B2B Marketing tactics - Customer Retention

11 10 tips for successful B2B lead generation


Key differences between B2C & B2B

Simplevs

Complex

Emotionalvs

Professional

Generalvs

Niche


What is common to B2C & B2B?

• Match product or service strength with needs of target market

• Need to be competitive with other market offerings

• Demonstrate value to the target market


B2C

• Sales are made to individuals/decision makers

• Influencers - family & friends

• Marketing aimed at large groups through mass media & retailers

• Interaction with brand through advertising, promotion and the transaction

• Purchases aligned to emotional triggers – hunger, desire, status or cost)

• Real language (jargon free); deals & entertainment

• Easy access to the product or service

• Cut to the chase messaging – what’s in it for me (benefits)


• Sale is made to a business

• B2B clients value appropriate information - highly detailed content = expertise = trust

• Increasingly buyers are reviewing product/solution options online before engaging

a sales function

• B2B buyers build close relationship with the brand

• Focus on your ideal target market - you should have a really good idea on why your buyer is

• Integrated marketing is required – multiple touches, various tactics over a period of time

• There is ego involved - how will this product/service make me the hero?

B2B


B2B

• Buyers are looking for products & solutions that improve efficiency, productivity and

save money – show how you do that

• Buying process is lengthy and complex and needs to be nurtured. There is a review

cycle for most large purchases – you need to be aware of it

• Many stakeholders involved in the purchase decision – influencers, decision makers,

gatekeepers

• Long term relationships - investment and business importance


A B2B customer journey

AwarenessLoyalty &AdvocacyEvaluationConsideration Purchase


How do US B2B organisations spend their marketing budgets?

According to Forrester Research in 2014 B2B marketing budgets in NA increased from 2.5% to 4% of revenue. (Prior to 2008 recession levels of 5 – 10% were the norm). Other includes Marketing automation (ROI metrics)

20% 21%

13% 12%

8%7% 6% 6% 5%

In person trade shows, conferences,

industry events, seminars

Digital advertising/marketing

Content marketing

Website Agency fees Customer response/direct

marketing

Traditional advertising

PR Other


What improves the effectiveness of B2B Marketing?

• Clear engagement between sales & marketing

• Appropriate offers for the audience. These may encourage a prospect to move

more quickly through the buying cycle. Case studies, whitepapers; business

case builders – build credibility, establish trust

• Role based communication – if you care about me you should know about me

• Add value to your prospect and customer – share industry trends, insights and

what they could mean to the prospect

• Regular, appropriate, interesting content that can be found by the prospect

(before you even know about them)


What do B2B marketers focus on?

INTeRNAl MARKeTINg

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go to maRket - Channel, tRade

Customer retention

PubliC relations, analysts


B2B Marketing tactics - Customer Acquisition

• Social Media – LinkedIn, You Tube,

• Digital marketing – Corporate website, SEM

• Content marketing – Sponsored content; Blog, Case studies, whitepapers

• Demand generation direct marketing – print + digital

• Telemarketing – Inside sales, outsourced

• Public Relations

• Associations – Professional Associations; Industry Associations

• Go To Market – Channel, Alliances

• Events – Trade Shows, Conferences


B2B Marketing tactics - Customer Retention

• social media – LinkedIn, Facebook, Blog

• relationship marketing – Digital (e-newsletters). Content marketing

• telemarketing – Aligned rep or inside sales function

• events – Customer events; User Groups


Plan it out

Research, identify & understand your audience

Keep your database accurate & up to date

Measure success

Create creative useful content that sells your brand

Make it align with the ‘master plan’

Test to determine what’s best

Coherent, clear and measurable call to action

Produce a clear creative brief

Have a nurturing strategy

10 tips for successful B2B lead generation

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2

3

4

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IBM (STG) HANA GLOBAL CAMPAIGN + DIRECT MARKETING LEAD GENERATION


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Thank You

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gail hopkins (managing director, make it happen)

Education

b2b marketing budgets

effectiveness of b2b

integrated marketing

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b2b marketers

b2b customer journey6

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