A great package of actionable content for b2b sales and marketing professionals. This presentation was delivered at the VT/NH Marketing Group seminar titled 'Back to School for B2B Marketing' in Lebanon, NH.

1. Back to School for B2B Marketing

2. Back to School for B2B Marketing 9:30 A.M. Introductions 9:45 A.M. B-2-B Marketing Defined 10:00 A.M. Where You Want to Be 10:30 A.M. How You Get There 12:15 P.M. Lunch & Networking 1:00 P.M. Performance Management 1:30 P.M. Open Discussion & Networking

3. Introductions

4. Introductions Name Company How you spend most of your time at work Estimate % of time spent on B2B sales and marketing

5. B2B Marketing Defined

6. B2B Marketing Defined Discussion – What Is? Botanical vs. Architectural Emotional vs. Logical Sales Process Full Control |-------------------------------------------------------------| No Control

7. B2B Marketing Defined Define B2B B2B:describes transactions between businesses (manufacturers, wholesalers, retailers, service providers). B2C, B2G, B2I (fine lines) Question: is the volume of transactions higher for B2B or B2C?

8. B2B Marketing Defined Webster’s Dictionary Define Marketing Marketing: 4 P’s Marketing is EVERYTHING!

9. Where You Want to Be

10. Where You Want to Be Start with Vision Adds purpose and context Helps determine meaningful goals and objectives Keeps you on track Helps you say “No” Moves you closer to a leadership position

11. Where You Want to Be Formalizing Vision Needs to have: Purpose Buy In Simplicity

12. Where You Want to Be Goal Setting for B2B Marketing (Exercise) Sample Vision: to be the leading brand for plasma cutting technology, online, offline, and around the world. Create one sales and marketing goal for this vision. Was it S.M.A.R.T.? Revise or re-create your marketing goal for this vision.

13. Where You Want to Be Account Rating A, B, C, Not in Business Blueprint for Growth

14. Where You Want to Be Account Categorization Acquisition Development Management Blueprint for Growth

15. Where You Want to Be Positioning based on strengths (personal/sales) Resource proclamation: powerful message that identifies you as a potential resource for addressing clients’ current challenges. Global version and situational versions Exercise: write down your top 3 individual strengths that could add value for your clients and prospects.

16. Where You Want to Be Positioning based on differentiation (company) Emphasis on value of uniqueness Commoditization of weaknesses List company strengths List problems you solve Work in reverse by asking questions (S. P. I. N. -- issues based)

17. How You Get There

18. Sales Process

19. How You Get There Sales Process Do: determine outcomes Don’t: talk about products and services

20. How You Get There

21. Don’t get side-tracked on price

22. How You Get There Question: What is the top reason for why a purchasing manager would lose his or her job? First responsibility: keep the business up and running efficiently. Secondary: keep costs down Sales leaders don’t get side-tracked by price

23. How You Get There CNC - CC = PV CNC = Opportunity Costs + Actual Costs + Hidden Costs (Problems and Implications) CC = Financial + Organizational + Emotional Sales leaders don’t get side-tracked by price

24. B2B marketing tips by channel just a few…

25. How You Get There Marketing Plan Vision Goals Calendar Messaging (Offer Testing) Distribution (Channel Testing) Feedback

27. TV becoming addressable, but attention divided

28. Advertising dollars continue to shift online

29. Email is not just for retention; core to integration

30. Social media and PPC are local favorites

31. Online display advancing and pairs with search

34. How You Get There Broadcast – What people do while watching TV Source: Frank N. Magid Associates, 2009

35. How You Get There Email Marketing Which of the of the following do you consider SPAM? Emails of an offensive subject matter Emails from senders who are unknown to me Emails that are filtered into the junk mailbox Emails that intend to trick me into opening them Any email I receive that I did not ask for or subscribe to 71% 76% 45% 83% 73% Source: Epsilon 2009; 2010 Statistical Fact Book, Direct Marketing Association

36. How You Get There Email Marketing Don’t ‘over-personalize’

37. How You Get There @ Email Marketing Trends Top 5 trends to watch (best practices): Simple, uncluttered templates Strong call to action Social media integration Personalized, dynamic content Email preference management Source: http://www.strongmail.com/resources/whitepapers/industry-studies-and-reports.php

38. How You Get There Search Engine Marketing

39. How You Get There Search Engine Optimization What percentage of marketers have their own web site? What percentage of marketers use organic search engine optimization to improve their rankings on Google, Yahoo! and Bing? 99% 86% Source: Association of National Advertisers (ANA), 2009

40. How You Get There Search Engine Optimization + Patience Focus: PR + RR + TR

41. How You Get There Direct Mail Volumes How many direct mail pieces were sent last year? What percent of total USPS volume did that account for? How many catalogs were mailed last year? Was that more or less than ten years ago? The most catalogs ever mailed in history – what year? 91.3B 52% 13.6B Less (14.4B in 1999) 2007: 19.6B Source: 2010 DMA Statistical Fact Book, Direct Marketing Association; USPS

42. How You Get There Direct Mail Marketing What is the most important DM tool in your prospecting strategy? Discount or price offers Targeted creative copy Targeted prospect lists Offer timing Other 11% 15% 60% 7% 7% Source: Chief Marketer 2010 Prospecting Survey

43. Aggregate Trends

44. How You Get There 2010 Marketing Tactics

45. How You Get There

46. How You Get There

47. How You Get There VT / NH MG Members Includes B2C

48. Going Digital Radical change -- not required.

49. How You Get There Optimize, Test Sample

50. Going Mobile

51. How You Get There Importance of Mobile 6.8 BB World Population 1.3 BB PC Users How many mobile? 4.6 BB Mobile Users Source: eMarketer, 2009; supported by ABI; BITKOM; Informa; ITU; US Census Bureau, December 2009

52. How You Get There Mobile Spending Trend

53. How You Get There Mobile Marketing Breakdown Source:eMarketer, Yankee Group, Strategic Analytics, Nielsen Mobile, Coda, comScore, and JP Morgan Estimates

54. How You Get There Going Mobile ‘not just phones’ Source: comScore Reports March 2010 U.S. Mobile Subscriber Market Share

55. Tools

56. How You Get There Media Planning Tools

58. Alexa (Online Display)

59. List Finder (Direct Mail, Email, Telemarketing)

60. LinkedIn (Social Media)

61. Google Trends (Search Marketing)

62. PR Checker (Search Marketing)

63. Google Toolbar (Search Marketing)

64. Link:URL (Search Marketing

66. How You Get There Web Site Review Morse Data and Datamann announce webinar demos for Ignored Software. “Our two companies realized that there are users of the PCS software solution that have just had their worlds turned upside down” said Datamann Co-Owner and Chief Operating Officer William Mann. “Both Datamann and Morse Data have been providing our customers with exceptional service for over 30 years and it’s hard to imagine what this must be like to the PCS users”, said Mann.

67. Who’s Who?

68. How You Get There Web Site Review – Who’s the photography expert?

69. How You Get There Web Site Review – Who’s the snowboarder? 9/16/2010: Logic Supply was awarded with one of the fastest growing companies within the technology sector for Vermont. Our Sales Manager, Jeremy Hudson (celebrating his 5th year with the company), accepted the award on behalf of Logic Supply.

70. How You Get There Web Site Review – Who’s the publishing guru?

71. Free Tools

72. How You Get There Alexa (Top Web Sites)

73. How You Get There List Finder (Direct Mail, Email, Telemarketing) Source: http://lists.nextmark.com

74. How You Get There LinkedIn (Social Media) – Who’s Mr. TV?

75. How You Get There Google Trends (Search Marketing)

76. How You Get There PR Checker (Search Marketing)

77. How You Get There Google Toolbar (Search Marketing)

78. How You Get There Link Analysis (Search Marketing)

79. How You Get There Social Media – Brand

80. CRM stress reduction program

81. How You Get There Now Customer Forgot to turn the torch off Beer CFO Meeting Expense Report Defrag Quota Proposal Customer Complaint Kerf Boss Quota CRM Task Management System Source: overworked and overwhelmed sales representative, 2010.

82. How You Get There CRM Cheat Sheet Campaigns Leads Accounts Contacts Opportunities Forecasts Reports Cases Solutions Products Tasks Documents Contracts Sales & Marketing Integration Source: http://www.salesforce.com

83. How You Get There Campaigns Leads Accounts Contacts Opportunities Forecasts Reports Cases Solutions Products Tasks Documents Contracts Customer mindset -- tools for everything else. Source: http://www.salesforce.com

84. New contacts – every day…

86. Do things that may not benefit you

87. LinkedIn profile

88. Stop relying on the same old contacts (obsolescence)

89. Make contact with new people on a daily basis

91. How You Get There Sales Calls What not to do (we… p.u.k.e) …. caution resource proclamation What to do (issues based, asking questions)

92. How You Get There Quantify value #, $ Example: How much time is spent removing dross from the plasma cutting process? Labor cost Opportunity cost Implications

93. How You Get There What’s important to the company stakeholders? Economic Decision-makers (define objectives first) Not all the same (cost focus vs. cash focus, vs. ROI vs. strategic) Don’t stereotype the bean counter! NVP = ________________________

94. Presentation efficiency

95. How You Get There Efficient closing documents Mail merge content (quantitative) Link account and contact information Link pricing fields and opportunity information Link standard terms and conditions Customized content (qualitative) Client logo Needs Benefits

97. Problems and implications

99. Provide your solution

100. Make it THEIR solutionBe cool (optional)

101. hungry?

102. Performance Management Self time management Opportunity costs Getting to know – getting to ‘no’ – focus on real opportunities

103. Performance Management Forecasting --- Excel Exercise

104. Review Take-away points Goal setting Continuous improvement Better is better than best (performance not perfection)

105. Review What your B-2-B sales and marketing environment could be? Google office presentation

106. Contact information Chris DeMartine LinkedIn: http://www.linkedin.com/in/chrisdemartine Email: cdemartine@nextmark.com Phone: (603) 643 – 1307 x114 Blog: http://blog.nextmark.com Twitter: https://twitter.com/nextmark