V2v colombia b2 b marketing & strategy conference

Proprietary & Conf ident ia l

brand growth strategy

Best Practices in B2B Marketing

Presentations given at:

B2B Marketing & Strategy Conference in Bogota, Colombia

Michael Million

[email protected]

PROPRIETARY AND CONFIDENTIAL

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What works in B2C works in B2B ……. NOT


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Experience of FullSurge partners

B2BB2C


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2014 Proprietary Research Study on Growth

Growth Gurus All Others

21%

79%

Large Cap and Mid-Market

U.S.-based Executives, Global Companies

n: Quant = 541; Qual = 26

What Drives Growth?

Brand

Marketing

Innovation

Growth Gurus

>15% 3-year CAGR

All Others


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Growth Gurus – Marketing Capabilities

Compared to your competitors, how would you rate your company’s marketing capabilities?

?B2B companies with 3-year CAGR of +15% (B2B Growth Gurus) are 130% more likely to believe that their marketing capabilities are a great deal stronger than their competitors

130% more likely


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5 Best Practices in B2B Marketing

Lead with the Customer

Make Marketing Strategic

Build Strong Brands

Execute with PrecisionTest & Learn

1 2 3

4 5


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1


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Growth Gurus — Customer Understanding

How well does your company understands its customers in terms of their attitudes, needs, and behaviors?

B2B companies with 3-year CAGR of +15% (B2B Growth Gurus) are 34% more likely to believe that they understand their customers

? 34% more likely


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Democratization of Marketing


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Voice of the Customer

“In God we trust. All others must bring data.”

- W. Edwards Deming


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Segment the Market

Tactical Strategic

Firmographic Behavior Needs Attitudes

Who they are What they doWhat they

(really) wantWhy they want it


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Segmentation Example Global Industrial Cleaning Supplies

Demanding Enthusiasts

StreamlinersPerformance

PartnersEfficiency Seekers

Best InClass

Basic BuyersApathetic

Purchasers

Total Respondents: 18% Total Spend: 24% Spend Index: 128

Spend

Country Sector

Discriminating Attitudes


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Segmentation Example Global Industrial Cleaning Supplies

Highly collaborative, focusing on simplicity and reputation

This type of customer wants to partner directly with a cleaning chemicals company to improve cleaning results for their site(s). These customers are highly collaborative, see differences in cleaning chemical companies and would rather use a single manufacturer for all of their needs. They want the manufacturer to get to know their business and they seek advice from them.

Performance Partners


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2


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Speak the “Language of Business”


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The Essence of Strategy

The essence of strategy is choosing what not to do

- Michael Porter


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Select a Target Segment

A B C D E

Total (Strategic Fit)

Financial Attractiveness

Revenue potential

Cost to serve

Market Relevance

Brand “Permission”

Credibility

Organizational Capabilities

Ability to meet needs

Ability to build capabilities

Segments


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Growth Gurus – Value Proposition

How established are value propositions for key products and services in your company?

?B2B companies with 3-year CAGR of +15% (B2B Growth Gurus) are 33% more likely to believe their value propositions are formally documented and well-understood by employees

33% more likely


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Value Proposition — Operational Requirements

Platform: Enhancing Performance. Together

Operational Changes:

Performance Partners

From To

Transactional Relationship

Heavy Product Orientation

One-Size Fits All

Distributor-Focused

Emphasis on Product Features

Collaborative Problem Solving

Balanced Solutions Orientation

Needs-Based Solutions

Customer-Focused

Emphasis on Customer Impact


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Build Strong Brands

3


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The Value of a Brand

“All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all that actually lies in the goodwill of our brand franchise... our company’s name and trademark are by far our most valuable assets.”

- Roberto Goizueta, former CEO, The Coca-Cola Company


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Brands are Strategic Assets

$21.2TRILLION

Forbes’ 50 most valuable brands in the world…

…Combined asset valuation


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Growth Gurus – Brand Capabilities

Compared to your competitors, how would you rate your company’s brand-building capabilities?

?B2B companies with 3-year CAGR of +15% (B2B Growth Gurus) are 79% more likely to believe their brand-building capabilities are a great deal stronger than their competitors

79% more likely


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Growth Gurus – Brand Portfolio

How clearly organized is your company’s brand portfolio?

?B2B companies with 3-year CAGR of +15% (B2B Growth Gurus) are 31% more likely to believe their brand portfolios are extremely clear /logically organized and well understood by customers

31% more likely


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Brands are thoughtfully extended

HighRisk

HighCost

Products & Services

Brands

Existing

New

Existing New

Market Penetration

Brand Extendibility

Portfolio Extendibility

New Product Development

Less Impactful


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Brands are thoughtfully extended

Offering

Firm Size

Buyer Function

Price PointProject Length

Operating Model

Industry Type

Pricing Model

X

Global Professional Services Firm


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Brands are Managed & Measured

Behaviors

What you DO

Perception Metrics

How you’re VIEWED

Performance Metrics

What you ACHIEVE

OrganizationalActivities

BrandFunnel

BrandImage

Relationship/Loyalty

Business Impact

Articles & White Papers

Proprietary Products/IP

BrandAwareness

BrandTrial

BrandAttributes

Brand Personality

Customer Acquisition

CustomerRetention

Unit Sales/ Revenue

MarginProfitability


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Test & Learn

4


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‘Micro-Targeting’ a Vertical Segment


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A “Consumer” Promotion in B2B


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Content Marketing


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Social Media — It’s Not Just for B2C


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Growth Gurus — Social Media

How would you describe your company’s approach to social media?

?B2B companies with 3-year CAGR of +15% (B2B Growth Gurus) are 91% more likely to believe they have a formal strategy for social media and its well integrated with their overall marketing strategy

91% more likely


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Social Media Example

Lego 48.0Maersk 37.0Disney 34.2GE 32.9Shell 19.1Ford 17.2McDonald’s 10.2Oreo 7.2Dell 7.0Red Bull 6.0Converse 5.1Starbucks 4.5Coca-Cola 2.2

Average Score for Ten Latest Facebook Posts

(June 2014)


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Execute with Precision

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Growth Gurus — Implementation

To what extent is your company successful in implementingbrand and marketing strategies?

?B2B companies with 3-year CAGR of +15% (B2B Growth Gurus) are 20% more likely to believe their brand strategy is embedded in all that they do as an organization

20% more likely


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Touch Points = Experience

Before Purchase

During Purchase

After Purchase

Technical Support

Customer Care

Training

DeliveryPayment

In-store

Advertising

Content Marketing

Promotions

PR

Awareness

Familiarity

Consideration

Trial

Purchase

Loyalty

Advocacy

Re-Purchase


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Customer Experience — Two Paths

Financial – how do we squeeze costs out of the system, get customers to pay more?

Operational – how do we streamline operations to make it more efficient (for us) from beginning to end?

Internally Oriented Externally Oriented

Functional path – how do we make customers’ journeys easy, informative, and helpful throughout?

Emotional path – how do we address customers’ changing psychological or emotional needs as their decision-making evolves?


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Brand Experience

Define the brand in customers’ minds

Distinguish the company away from its competitors

Have a high influence on future behaviors

Brand Experience

50% to 80% of word of mouth is

driven by brand

experience


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5 Best Practices in B2B Marketing



Build Strong Brands

Execute with PrecisionTest & Learn

1 2 3

4 5


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Click to edit Master title style

1603 Orrington

Evanston IL 60201

[email protected]

fullsurge.com

Thank you

Date post:	03-Jul-2015
Category:	Marketing
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