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Best practicesin B2B marketing
Canadian Marketing Association
Jeff Lowe
April 29, 2009
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TELUS Business Solutions
Is B2B marketing becoming obsolete?
B2B marketers can no longerafford to emphasize lead volume
over lead quality.
B2B marketers can no longerafford to emphasize lead volume
over lead quality.
Marketers Need a MoreSystematic
Approach to demand Generation
Marketers Need a MoreSystematic
Approach to demand Generation
B2B Marketers Fail the Community Marketing Test
B2B Marketers Fail the Community Marketing Test
Rapid Growth of Lead Databases Posing
New Challenges For BtoB Marketers
Rapid Growth of Lead Databases Posing
New Challenges For BtoB Marketers
B2B Marketers Struggling to Integrate Web 2.0 Strategies Into Marketing Mix
B2B Marketers Struggling to Integrate Web 2.0 Strategies Into Marketing Mix
How to avoid B2B Marketing Obsolescence:
Community Marketing Transforms the Marketing Role
How to avoid B2B Marketing Obsolescence:
Community Marketing Transforms the Marketing Role
B-to-B Marketers Must Sharpen Measurement Tools
B-to-B Marketers Must Sharpen Measurement Tools
B2B marketing needs a makeover NOW!
B2B marketing needs a makeover NOW!
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B2B marketers face different challenges than B2C
B2B buying requirescomplex orchestration ofactivities between multipleparties
B2B addressable market isa few thousand at best
Therefore, success is lessabout generating demandthan fostering relationships
Buying process characteristics
B2C B2B
Decisionmakers
Individual Many
Decisionduration Short Long
Purchaseapproval
None Multilevel
Product cost Low to medium High
Pricing style Retail Negotiated, contractual
Consideration Low to medium High
Channels Retail, dealers Distributors, serviceproviders. VARs
PredominantWeb usage
Price compare/purchase
Gather information/evaluate
Loyalty Short term Longer term
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Five marketing best practices for B2B marketers
5 Measurement:Make quantitative measurement the foundation to accountability and closed-loop marketing.
4Integration:Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
3Loyalty:Quantify customer lifetime value and market to customers to advance them from retained, to satisfied,
to loyal, to advocates.
2 Demand management:Move from generating demand to actually managing it.
1 New online media:Enhance relationships with customers through social media strategies and online community marketing
Five best practices
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Five marketing best practices for B2B marketers
Five best practices
1 New online media:Enhance relationships with customers through social media strategies and online community marketing
2 Demand management:Move from generating demand to actually managing it.
3Loyalty:Quantify customer lifetime value and market to customers to advance them from retained, to satisf ied,
to loyal, to advocates.
4Integration:Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
5 Measurement:Make quantitative measurement the foundation to accountability and closed-loop marketing.
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Prospects & decision makers rely on each other & the Web
When researching telecom products, how important are
these media for informing your purchase decisions?
Base: 2187 telecom and network decision makers Source: Enterprise And SMB Networks And Telecom. Survey, North America And Europe, Q1 2008
Media/information source HighlyimportantPeer/WOM 36%
Vendor Web Site 34%
Trade/ Industry magazine Web Site 34%
Consultants/VARs/SIs 21%
Trade magazines/publications 20%
Forums/communities 20%
Trade shows and conferences 19%
Blogs 15%
Webinars or online events 14%
Web 2.0: video, podcasts, Internet apps, RSS,etc.
14%
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TELUS Business Solutions
Social marketing in B2B: Where to start?
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TELUS Business Solutions
Start by monitoring your share of voice
Social media share of voice in the last 30 daysTotal number of posts based on 2971 conversations
TELUS
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TELUS Business Solutions
Example: A different kind of product launch
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TELUS Business Solutions
Social media: Watching the story go viral
Jan 22: MobileSyrup.composts teaser blog
BlackBerryRocks.com reposts storywith link to Noordinaryphone.com
Jan 19: Agency invitesMobileSyrup.com to the event viaemail1
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TELUS Business Solutions
Social media: Watching the story go viral
BerryReview.com
TheBlackBerryBlog.com
BlackBerryHomePage.com
DejaTalk.com TopBlackBerryNews.com
MBsTechNews.comIntoMobile.com
Jan 27: MobileSyrup.com posts 8350ilaunch announcement with pricing2
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TELUS Business Solutions
Social media: Watching the story go viral
Mippin.com
IntoMobile.com*
NewMobileTech.com
TopBlackBerryNews.com*
CDMAandGSM.com
TelephoneIssues.com NewTechDirectory.com
MBsTechNews.com
Mobeel.mobiCrackBerry.com*
PhonesReview.co.ukBlackBerryNews.com
*With link to Noordinaryphone.com
Jan 28: MobileSyrup.com postsfrom launch party at AIM Autosport(including a link to Noordinaryphone.com)3
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TELUS Business Solutions
0
10
20
30
40
50
60
70
Dec. 28 -Jan. 3
Jan. 4-Jan. 10
Jan. 11 -Jan. 17
Jan. 18 -Jan. 24
Jan. 25 -Jan. 31
Feb. 1 -Feb. 7
Feb. 8 -Feb. 14
Feb. 15 -Feb. 21
Feb. 22 -Feb. 28
Mar. 1 -Mar. 7
Numberof
BlogPosts
Invitations distributed to
bloggers and journalists
Product and pricing
announced to media
Live blogging at media/blogger
event held at AIM Autosport
MobileSyrup.composts teaser blog Engadget reviewsBlackBerry Curve 8350i
AIM Autosport video
posted to YouTube
Online editorial outreach: Momentum building
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TELUS Business Solutions
16 media & bloggers attended the event (target was 10)
113 blog posts
5 YouTube postings
7 online articles
1 forum posting
3 print article
24 Twitter posts
Over 10,000,000 impressions
~$2M advertising value for 5% of the cost
Results to date
Today was no ordinary
day for the folks at TELUS.
With the launch of the highly
anticipated BlackBerry 8350i, also
came a by invitation
only launch event, hosted
at a unusual venue.
This has to be one of the
very first events I have been to;
that successfully demonstrated
the importance of the technology
that is being celebrated.
16 media & bloggersattended the event
(target was 10)
113 blog posts
5 YouTube postings
7 online articles
1 forum posting
3 print article 24 Twitter posts
Over 10,000,000impressions
~$2M advertising valuefor 5% of the cost
Heres a cool way to do
up the launch event for
a new smartphone...
TELUS made official their
BlackBerry Curve 8350i by
holding the press event on
location at AIM Autosport, a
company (they race stuff fast
stuff across North America)that takes advantage of the
Push to Talk services offered
by TELUS Mike system. Sweet.
If you have 10 minutes to kill,
its a good vid to watch.
Low key, but honest.
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TELUS Business Solutions
Key takeaway #1
With new social and online media,
start by monitoring what is being said about youversus leaping into tactics
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Five marketing best practices for B2B marketers
Five best practices
1 New online media:Enhance relationships with customers through social media strategies and online community marketing
2 Demand management:Move from generating demand to actually managing it.
3Loyalty:Quantify customer lifetime value and market to customers to advance them from retained, to satisf ied,
to loyal, to advocates.
4Integration:Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
5 Measurement:Make quantitative measurement the foundation to accountability and closed-loop marketing.
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The case for demand management
Source: October 4, 2006, Improving B2B Lead Management report, Forrester Research
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TELUS Business Solutions
Manage demand, dont just generate it
Source:SiriusDe
cisions
The old way The new way
HAND OFF
TO SALES
GENERATE
LEADS
CLOSED/WONBUSINESS?
CLOSED/WONBUSINESS.
Total number of handraisers
Unique metrics for current customers
Definition through sales/marketing
SLA
Marketing deems ready for handoff
Basic qualification tenets met
Sales agrees to work leads
Opportunity identified
Now part of pipeline
Booked revenue
IDs topline contribution
SALESQUALIFIED
LEADS
SALESACCEPTED
LEADS
MARKETINGQUALIFIED
LEADS
INQUIRIES
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TELUS Business Solutions
Results from a 2-week period
Channel MQLs Unqualified Not Actioned Open Contacted SQL
Total 132 5 26 44 42 15
Total Opt-ins (or Inquiries) Requires Nurturing MQL
429 297 132
So what?
132 leads scored by marketing/sales as qualified
85% of leads accepted by within 8 hours
297 marketing leads fornurturing In pastcampaigns these would have been lost or passed over
to sales as poor leads. Closed loop reporting: marketing automation
interface with sales automation
6 10% Probability of closing
1 25% Probability of closing
2 50% Probability of closing
4 75% Probability of closing
2 Closed
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TELUS Business Solutions
Key takeaway #2
All leads are not created equal.Collaborate with Sales on how to score leads,nurture inquiries, and track closed business
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Five marketing best practices for B2B marketers
Five best practices
1 New online media:Enhance relationships with customers through social media strategies and online community marketing
2 Demand management:Move from generating demand to actually managing it.
3Loyalty:Quantify customer lifetime value and market to customers to advance them from retained, to satisf ied,
to loyal, to advocates.
4Integration:Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
5 Measurement:Make quantitative measurement the foundation to accountability and closed-loop marketing.
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TELUS Business Solutions
So what are the key drivers of loyalty in B2B?
The Marketing Leadership Council explored more than100 marketing practices and capabilities commonly believed to
contribute to customer loyalty.
SOURCE: Marketing Leadership Council Loyalty Survey,
Marketing Leadership council research.
SAMPLE ATTRIBUTES TESTED FOR IMPACT ON LOYALTY
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TELUS Business Solutions
The road to loyalty is through Satisfaction Station
The jury is still out.
SELECT ATTRIBUTES THAT ARE NOT STATISTICALLY SIGNIFICANT
SOURCE: Marketing Leadership Council Loyalty Survey,Marketing Leadership council research.
Responding promptly to customer concerns
Comprehensiveness of customer problem resolution process
Single point of contact for customer problem resolution
Formal protocol for follow-up with disloyal customers
Executive-level loyalty sponsorship teams
Frequency of account manager turnover
Resources allocated to customer problem resolution
Set realistic (not inflated) customer expectations
Attributes associated with eliminating dissatisfaction while criticalfor satisfaction seem to have no discernible impact on loyalty
The road to Loyalty Town goesthrough Satisfaction Station
FIXING DISSATISFIERS ISTABLESTAKES.
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Drivers of customer loyalty
Drivers by percentage contribution to customer loyalty
Percentageofcontributiontoc
ustomerloyalty
Company andbrand impact
Product andservice delivery
Value-to-price ratio
Purchaseexperiencewith Sales
MLC1AUTL23 2009 Corporate Executive Board. All Rights Reserved.
Long-term drivers of loyalty Short-term drivers of loyalty
52%
19%
9%
19%
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MLC1AUTL23 2009 Corporate Executive Board. All Rights Reserved.
Purchase experience loyalty drivers
GREATEST DRIVERSOF LOYALTY
WEAKEST DRIVERSOF LOYALTY
GREATESTDRIVERS OF
LOYALTY
WEAKESTDRIVERS OFLOYALTY
DECISIONMAKERS
END-USERS AND INFLUENCERS
Helps me avoidpotential land mines
Supplier has widespreadsupport across my organization
Supplier is easyto buy from
Helps menavigatealternatives
Offers unique,valuable perspectiveson the market
Educates me on newissues and outcomes
Provides ongoingadvice orconsultation
Helps mequantifyfinancial value
Portrays a realisticpicture of purchasecosts and difficulties
Helps me im prove myprofessional standingand meet KPIs
Advocates for mewithin the organization
Demonstratesa high level of
professionalism
Helps me shortenthe buying cycle
Matches communicationsto my preferences
Collaborates withother suppliers
Remains readilyaccessible
Excels in diagnosingour specific needs
Productively acceleratesdecision making
Supplier adjusts toour unique needsand specifications
UNIVERSALVALUE OFTEACHING
While decision-
makers and end-
users differ
significantly on many
loyalty drivers, both
value suppliers
ability to teach.
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Key takeaways
In response to a challenging economic environment, Sales and Marketing have
aligned around a focus on customer loyalty because it is the fastest, most
profitable path to growth.
In the short-term, the customers purchase experience is, by far, the largest single
driver of customer loyalty larger than product, brand, service, or even price.
The most effective method for differentiating the purchase experience is to deliverteaching interactions that reframe the way a customer assigns value to areas where
the supplier outperforms its competitors.
Accordingly, leading organizations create effective teaching interactions by
addressing the following three key questions:
What should I teach my customers?
How do I enable sales reps to teach?How do I increase customer demand for teaching?
1
2
3
4
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TELUS Business Solutions
Stage 0
Strategic
value
high
Time and
effort required
low
Product selling Consultative selling
Product pusher
Researcher
Benchmarker
Strategic facilitator
Stage 3
Stage 2
Stage 1
6 SOURCESOF INSIGHT
Lead with
products,
solutions and
benefits
Q: When do Iuse this?
A: All accounts
Q: When do Iuse this?
A: Top 10 to 20
accounts
Q: When do Iuse this?
A: Key must win
deals
Stages of insight and the TELUS teaching tools that align
8 TOOLS
6 TOOLS
5 TOOLS
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TELUS Business Solutions
Key takeaway #3
The sales experience is the biggest driverof loyalty in B2B. Marketings role is to enable
the sales force to teach.
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Five marketing best practices for B2B marketers
Five best practices
1 New online media:Enhance relationships with customers through social media strategies and online community marketing
2 Demand management:Move from generating demand to actually managing it.
3 Loyalty:
Quantify customer lifetime value and market to customers to advance them from retained, to satisf ied,
to loyal, to advocates.
4Integration:Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
5 Measurement:Make quantitative measurement the foundation to accountability and closed-loop marketing.
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TELUS Business Solutions
Integrated approach
Emotion Experience Relationship
Print/radio
Sponsorships
Online adsAdvertising
Events
Sales interactions
Email, direct mail
Programs
Web site
Social marketing
Online ads
W
eb
because every buyer is a person.
To truly engage that buyer,
you need a coordinated mix.Individual tactics wont achieve that.
$
TacticsCustomer
buying cycle
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TELUS Business Solutions
Integrated approach
Event Request Card
Online Ads
Social Media Conversations
Radio
Telemarketing Response
Email/Direct Mail Response form
Opt-in to PermissionBased Email Database
PrintAwareness
Interest
Desire
Action Leads toSales Channels
5.6 millionImpressions
142,000Inquiries
3% conversionfrom impressions
5,000Marketing
Qualified Leads3% conversion from Inquires
Web Site Request forms
Search Engine Click Thrus
500 Sales10% conversion rate from MQL
Sponsorships SEM/SEO
EmailDirect Mail
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TELUS Business Solutions
Key takeaway #4
There is no silver bullet tactic.The key is to deploy tactics in an integrated
and coordinated fashion.
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Five marketing best practices for B2B marketers
Five best practices
1 New online media:Enhance relationships with customers through social media strategies and online community marketing
2 Demand management:Move from generating demand to actually managing it.
3 Loyalty:Quantify customer lifetime value and market to customers to advance them from retained, to satisf ied,to loyal, to advocates.
4Integration:Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
5 Measurement:Make quantitative measurement the foundation to accountability and closed-loop marketing.
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TELUS Business Solutions
Focus only on marketing investments strategically importantto the company then execute, measure and optimize.
Marketing dashboard hierarchy
Marketing Goals & Objectives
Organizational Strategy
Marketing Activities
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TELUS Business Solutions
TELUS Business Solutions marketing dashboard2009 Marketing Programs and Customer Communications Dashboard January YTD
Imperative Weight KPI
2008
Actual
2009
Target
Imperative 1
Imperative 2
Imperative 3
Imperative 4
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TELUS Business Solutions
Key takeaway #5
When it comes to measurement, define marketingobjectives together with non-marketing executivesand in context of broader organizational objectives
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TELUS Business Solutions
Summary: Key takeaways
1. Social media strategies.With new social and online media, start by monitoring what is being saidabout you versus leaping into tactics.
2. Demand management.All leads are not created equal. Collaborate with sales on how to score leads,
nurture inquiries, and track closed business.
3. Loyalty.The sales experience is the biggest driver of Loyalty in B2B. Marketings role
is to enable the sales force to teach.
4. Integration.There is no silver bullet tactic. The key is to deploy tactics in an integrated
and coordinated fashion.
5. Measurement.
When it comes to measurement, define marketing objectives together withnon-marketing executives and in context of broader organizational objectives.
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