1.B2BMarketing & Branding Work Book guidebook

2. five steps toward b2b marketing & branding practiceWho is the target?What is the value?WHERE IS THE OPPORTUNITIES?How to Positioning?what is the content?Learn to use customer profiling techniquesJobs-to-be-done, pain points, expected gains & constraintsDiscover where the market is underserved and overservedConnect opportunities with valued product featuresDevising marketing strategies to communicate with your target customers Canvassco 20132 3. Who is your target? Customer Profiling Canvassco 20133 4. Profile your customer describe your target MarketCharacteristics a. b. c. d. e. f. g. h. i.Industry segment Office/factory locations Company size (Large/Medium/Small) Who are they in the value chain? Who are their customers? Who are their suppliers? What is their key cost component? What is their Revenue Model? Who are their business partners?Key Industry Trends 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?Purchasing Behaviors a. b. c. d. e. f. g.Average budget (or expenditure) Purchase frequency (if applicable) Who is the decision maker? Who are the influencers? Who are the users? Who are they buying from? and why? Where do they find information about products? Are they passive or active customers?What does it mean to us? Favorable or Constraint Conditions to current products? Put (+) for favorable or (-) for constraining next to each factor Canvassco 2013Favorable or Constraint Conditions to current products? Put (+) for favorable or (-) for constraining next to each factorFavorable or Constraint Conditions to current products? Put (+) for favorable or (-) for constraining next to each factor 4 5. What Value Are You Creating For Your Target Customer? Focus on Customer Experience Canvassco 20135 6. Think as if you are a customer... ...what are the jobs to be done? What is the desired outcome? pain points? expected gains? and constraints at each step of the customers journey. Information Search Need Generation Why do they need the product/ service?Evaluation How do they find information?How do they evaluate suppliers?Moment of Purchase What is their purchasing process?How do they dispose of products?DisposalCreate Customer Journey MapHow the products/ services are delivered/ installed?How do they maintain?AftermarketWhat are the desired outcomes?Desired Outcome Canvassco 2013Deliver/ InstallationHow the products/services are being used?Usage 6 7. challenge the status quo 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:Unit of MeasurementMinimize the time it takes to quickly set up the machine DirectionPreferred OutcomeDo 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. Canvassco 20137 8. Where Are The Opportunities? Its all about prioritization Canvassco 20138 9. Where Are The Opportunities? Its now time to go out of the building, talk to your customers and find out the market gap. Ask customers to rate the importance and satisfaction of all the value statements using a scale 1 - 5, 5 = critically important or highly satisfied and And calculate1 = not important at all or highly unsatisfiedopportunity scoreImportance + (Importance - Satisfaction) = Opportunity Scorethe formula states that: The opportunities that are most important and least satisfied received the highest priority. Canvassco 20139 10. Where is the Market Gap? The higher the scores, the more opportunity Importance ScoreSatisfaction ScoreOpportunity ScoreIncrease the ability to regulate the calorie intake in a daily meal9.56.112.9Minimize the wait time for food & drink9.77.511.9Increase the variety of clean food to help control weight8.13.113.1Minimize the cost of high-end tasting menus9.86.513.1Increase # of trees and green areas to create natural feeling8.06.59.5Increase number of recipes to meet a variety of choice demand7.06.27.8Increase # of home-made shops to meet a variety of choice demand7.05.58.5Increase outdoor space to organize family oriented activities7.57.37.7Increase a variety of choice of drink options9.89.010.6Minimize the time it takes to find a parking space7.03.210.8Value Statement Canvassco 201310 11. How To Position Your Business?Connecting opportunities with valued product features Canvassco 201311 12. B2B Brand Essence 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.EmotionalfunctionalBrand Positioningeconomic Canvassco 2013How the brand make customer feels? (emotional & social factors) What the product does? (jobs-to-be-done, pain reliever & gain creators) Focus on factors with high opportunity scoresWhat the brand means to customers in time and money? (cost & value analysis)12 13. b2b content marketingDevising marketing strategies to communicate with your target customers Canvassco 201313 14. How to - b2b Content Marketing Choose Content Strategy Building awarenessMoving leads along the purchase path (nurturing)Educating buyersDevelop Content Engaging with all influencersServing existing customers Generating new sales leads Canvassco 2013Cross-selling or up-sellingEstablishing your expertiseHow 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 dont experience pain pointsDistribute ContentSocial MediaeNewslettersCase StudiesOnline PresentationResearch reportsPrint magazineOtherMap your content to stages in the qualified lead buyers journeyDesign a content flow for each new prospect segmentMeet the customers structured sales approachInfographicsWhite paperSet up your marketing tasks & platformVideoIn-person eventsMeet with Sales to define a Qualified SalesLeadBlogsArticles on Your websiteLead Nurturing14 15. Contact Us for More Information FIND USGOOGLE MAPSADDRESS : Canvassco in Thailand Mahatun Plaza, 14th Floor 888/143, Ploenchit Road Bangkok 10330, Thailand PHONE : +662 627 3081 FAX : +662 627 3040 EMAIL : contact@canvassco.com WWW : www.canvassco.com Canvassco 201315