Ben Johnson | EMSA 2010
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B2B and B2C - Different strokes for different folks Whether 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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Ben Johnson | EMSA 2010
- 1. B2B and B2C – Different strokes for different folks Ben Johnson Team Lead - Business Unit Marketing Data#3
- 2. 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
- 3. 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
- 4. THE ROLE OF MARKETING Build Trust Thought Leader Powerful Brands Altruism Delivering Insight
- 5. Insight Marketing Using 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
- 6. PRINCIPLES FOR INSIGHT MARKETING SUCCESS Min. Requirements Credible Helps people understand and pressure test the idea Clear Ties back to a central, single, fundamental idea Concrete Relates the idea in terms that are meaningful and tangible to the audience Key success Factors Personally Impactful Interprets the specific effort of your idea for an individual within your company Insightful Illuminates unknown or underappreciated aspects of the customers environment
- 7. KEY ELEMENTS OF INSIGHT Surprises Sparks Curiosity Delivers Value Valuable Insight
- 8. 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
Notas do Editor
- Inexorably linked to the Sales process Need for earlier engagement Risk in advocacy (public or private orgs) Caution around purchase decisions Extensive research Internal stakeholders Rigid criteria (RFT etc.) Trust
- Typical Sales Process in B2B Could take anywhere from 3 weeks to 3 years What role does marketing traditionally have in this? B2B selling/marketing Same thing Linked to sales process Role of marketing Develop prospect pool (awareness, thought leader, SEO, leads) Facilitate selling process (RFTs, conversion rate, opportunity pipeline) Requirement of trust between customer - sales & communications (marketing)
- Insight Marketing Not new (58% of B2B marketers are positing thought leaders, 77% figure this is the most important tactic for 2010) Typical buyer recieves 6 event invitations each week Noisy Distrust and fatigue
- Insight marketing that works must Reshape customer purchase criteria Provide unexpected value Be a part of a larger conversations (theme)