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B2B Marketing & Branding Work Book B2B Marketing & Branding guidebook
B2BMarketing & Branding
Work Book
B2BMarketing & Branding
guidebook
© Canvassco 2013
five steps toward b2b marketing & branding practice
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What is the value?
Jobs-to-be-done, pain points,
expected gains & constraints
Who is the target?
Learn to use customer profiling
techniques
WHERE IS THE OPPORTUNITIES?
Discover where the market is
underserved and overserved
How to Positioning?
Connect opportunities with
valued product features
what is the content?
Devising marketing strategies to
communicate with your target customers
© Canvassco 2013
Who is your target?
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“Customer Profiling”
© Canvassco 2013
Profile your customerdescribe your target Market
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Characteristics Key Industry Trends Purchasing Behaviors
What does it mean to us?
a. Industry segmentb. Office/factory locationsc. Company size (Large/Medium/Small)d. Who are they in the value chain?e. Who are their customers?f. Who are their suppliers?g. What is their key cost component?h. What is their Revenue Model?i. Who are their business partners?
a. Market development stage (product life cycle)b. Growth options (market/product innovation?
operational innovation? or disruptive innovation?)
c. Key cost components?d. Revenue generating trends?e. What makes their business model dying/
growing?
a. Average budget (or expenditure)b. Purchase frequency (if applicable)c. Who is the decision maker?d. Who are the influencers?e. Who are the users?f. Who are they buying from? and why?g. Where do they find information about
products? Are they passive or active customers?
Favorable or Constraint Conditions to current products?
Put (+) for favorable or (-) for constraining next to each factor
Favorable or Constraint Conditions to current products?
Put (+) for favorable or (-) for constraining next to each factor
Favorable or Constraint Conditions to current products?
Put (+) for favorable or (-) for constraining next to each factor
© Canvassco 2013
What Value Are You Creating For Your Target Customer?
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“Focus on Customer Experience”
© Canvassco 2013
Think as if you are a customer...
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Why do they need the product/
service?
How do they find information?
How do they evaluate suppliers?
What is their purchasing process?
How the products/services are delivered/
installed?
How the products/services are
being used?
What are the desired outcomes?
How do they maintain?
How do they dispose of products?
Create Customer Journey Map
Need Generation
Information Search
Evaluation
Moment of Purchase
Deliver/Installation
UsageDesired Outcome
Aftermarket
Disposal
...what are the jobs to be done? What is the desired outcome? pain points? expected gains? and constraints at each step of the customer’s journey.
© Canvassco 2013
challenge the status quo
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Minimize the time it takes to quickly set up the machine
Direction
Unit of Measurement
Preferred Outcome
Do Not Use Too Vague Of A Statement, such as:“faster”, “better”, “easy to use”, “reliable”, “quality”, “good service”, “trust”
These statements do not give meaningful insight to a company.
Create a value statement on how a customer would expect an improvement of their experience, minimize pain points, gain expected benefits and overcome constraints. The value statements should contain the following components:
© Canvassco 2013
Where Are The Opportunities?
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“It’s all about prioritization”
© Canvassco 2013
Where Are The Opportunities?
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Importance + (Importance - Satisfaction) = Opportunity Score
Ask customers to rate the importance and satisfactionof all the value statements using a scale 1 - 5, 5 = critically important or highly satisfied and 1 = not important at all or highly unsatisfied
the formula states that:The opportunities that are most important and
least satisfied received the highest priority.
Its now time to go out of the building, talk to your customers and find out the market gap.
And calculate opportunity score
© Canvassco 2013
Where is the Market Gap?
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The higher the scores, the more opportunity
Value StatementImportance
ScoreSatisfaction
ScoreOpportunity
Score
Increase the ability to regulate the calorie intake in a daily meal 9.5 6.1 12.9
Minimize the wait time for food & drink 9.7 7.5 11.9
Increase the variety of clean food to help control weight 8.1 3.1 13.1
Minimize the cost of high-end tasting menus 9.8 6.5 13.1
Increase # of trees and green areas to create natural feeling 8.0 6.5 9.5
Increase number of recipes to meet a variety of choice demand 7.0 6.2 7.8
Increase # of home-made shops to meet a variety of choice demand 7.0 5.5 8.5
Increase outdoor space to organize family oriented activities 7.5 7.3 7.7
Increase a variety of choice of drink options 9.8 9.0 10.6
Minimize the time it takes to find a parking space 7.0 3.2 10.8
© Canvassco 2013
How To Position Your Business?
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“Connecting opportunities with valued product features”
© Canvassco 2013
B2B Brand Essence
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Brand Positioning
functional
economic
Emotional
What the product does? (jobs-to-be-done, pain reliever & gain creators)
What the brand means to customers in time and money?(cost & value analysis)
How the brand make customer feels?(emotional & social factors)
Brand positioning statements should reflect functional, emotional and economic factors. The factors in your brand essence should take into account the opportunity score of each factor.
Focus on factors with high opportunity scores
© Canvassco 2013
b2b content marketing
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“Devising marketing strategies to communicate with your target customers”
© Canvassco 2013
How to - b2b Content Marketing
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ChooseContent Strategy
Develop Content
Distribute Content
Lead Nurturing
• How to evaluate products and/or services related to what your brand offers specific to your value statement
• What to do when a common problem solved by your solution occurs for your target customer
• 3 Steps to solving problem
• How to make sure you don’t experience pain points
• Building awareness
• Educating buyers
• Moving leads along the purchase path (nurturing)
• Engaging with all influencers
• Serving existing customers
• Cross-selling or up-selling
• Generating new sales leads
• Establishing your expertise
• Social Media
• Articles on Your website
• eNewsletters
• Blogs
• In-person events
• Case Studies
• Video
• White paper
• Online Presentation
• Infographics
• Research reports
• Print magazine
• Other
• Meet with Sales to define a Qualified Sales-Lead
• Set up your marketing tasks & platform
• Map your content to stages in the qualified lead buyer’s journey
• Design a content flow for each new prospect segment
• Meet the customer’s structured sales approach
© Canvassco 2013
Contact Us for More Information
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ADDRESS : Canvassco in Thailand Mahatun Plaza, 14th Floor 888/143, Ploenchit Road Bangkok 10330, Thailand PHONE : +662 627 3081 FAX : +662 627 3040 EMAIL : [email protected] WWW : www.canvassco.com
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