The document provides exercises for a marketing roundtable on business-to-business marketing. It includes prompts to complete a positioning statement for a company called Bob's Boxes, identify target customer segments for Bob's Boxes through geographic, job role, behavioral, and demographic characteristics, and list 5 key performance indicators that could be relevant for measuring Bob's Boxes marketing efforts. Contact information is also provided for follow up.

1. Ann Arbor SPARK Marketing Roundtable
B2B Box of Tricks
10 April, 2012

2. B2B Box of Tricks
Exercise 1 – Positioning
Please complete the Positioning Statement below for Bob’s Boxes.
For…
(target customer)
Who…
(statement of need
or opportunity)
The product,
company, or service…
Is a…
(product category)
That…
(key benefit, compelling
reason to buy)
Unlike…
(competitive alternatives)
Our product…
(primary differentiator)

3. B2B Box of Tricks
Exercise 2 – Targeting
Choose 2-3 Examples for Each
Geographic
Job title or role
Behavioral
Demographic – company size, etc

4. B2B Box of Tricks
Exercise 3 – Marketing Metrics
Please list 5 Key Performance Indicators that you think
might be relevant for Bob’s Boxes.
1.
2.
3.
4.
5.

5. B2B Box of Tricks
For more information please contact:
Sean Hickey
COO
PWB Marketing Communications
www.pwb.com