How to figure out what IS and IS NOT working in your B2B marketing program How to look at marketing in five phases to determine the weakest links

Transcription

1 How to figure out what IS and IS NOT working in your B2B marketing program How to look at marketing in five phases to determine the weakest links Presenters: Brett Schklar, Founder and CEO, The Market Creation Group Alli Libb, Moderator, American Marketing Association Sponsored by: The audio portion of today s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): Participants (International):

2 Changing the Game: Innovations for Future Success February 9, 2012 A Half Day Online Summit Learn more at marketingpower.com/changingthegame

3 Housekeeping Items Recording A recording of this presentation will be made available via Presentation A link to a PDF of the slide presentation will be made available via Twitter Please reference the hash tag, #AMAReadyTalk, when tweeting about this webinar

4 About ReadyTalk

5 Today s Presenter Has helped over 50 companies with guiding their way with outflanking competitors, creating new products and markets A speaker at over 100 industry and marketing events across the nation Brett Schklar Founder and CEO The Market Creation Group Adjunct Professor at the University of Denver Daniels College of Business Published co-author in Advice from the Top: The expert guide to B2B Marketing

6 Bigger, Better, Sexier Marketing for B2B 5 elements of effective b2b marketing

7 Poll Q: Why are you here with me today? Need a new way to look at driving demand Sales team is bitching at me for more leads Launching a new product Entering new markets All of the above Other

8 Today s Take-aways New lens to view/organize B2B salesdriven marketing. Easy method to create marketing plan/priorities/program. Easy way to get praise and financial benefits (personally) when you execute this like a #B2Belements

9 FIVE ELEMENTS OF B2B #B2Belements

10 Client view: I have a problem and need to research it. Company Increase view: Awareness Not enough By: people % know who we are. Awareness-Level Leads from to Tools Programs to use: White to increase papers, AW: webinars, educational videos 1) Programs 2) to run: Social media, PR, events 3) How to drive demand: White paper syndication, webinars 4) (requiring registration), SEO/PPC, speaking engagements, analyst outreach, blog #B2Belements

11 Increase awareness by: % Awareness-level Increase Awareness leads By: from % to Programs Awareness-Level to increase Leads AW: from to 1) Programs to increase AW: 2) 1) 3) 2) 4) 3) #B2Belements

12 Client view: I have identified my problem and how I can solve it, including which vendors carry a solution. Company view: Not enough people know about our products. Tools to use: White papers (with a product focus), webinars, case studies, website Programs to run:product-specific PPC/SEO, social media, contests, programs, newsletters, freemiums/free trials How to drive demand: Registration programs for marketing materials, marketing, SEO/PPC (productspecific), road shows, webinar-based demos, freemiums/ free #B2Belements

13 @demandmcg #B2Belements Increase familiarity by: % Familiarity-level leads from to Programs to increase FA: 1) 2) 3) 4)

14 Client view: I have identified a short-list of vendors to consider/talk with. Company view: We re competing! Tools to use: Web content, data sheets, references, sales presentations, online (live) demos, freemiums/free trials, sales meetings/calls, ROI calculators Programs to run: Efficient demo process, analyst relations, references, case studies How to drive demand: Product videos, reference videos, customer quotes, customer endorsements via #B2Belements

15 @demandmcg #B2Belements Increase consideration by: % Consideration-level leads from to Programs to increase CO: 1) 2) 3) 4)

16 Client view: I have made a buying decision. Company view: We won over the champion now we need to manage the coalition sale. Tools to use: Proposals, ROI calculators, case studies, peer advisory groups Programs to run: Customer reference program, endorsements via LinkedIn, promotions, support calls How to drive demand: Persona-driven web #B2Belements

17 @demandmcg #B2Belements Increase purchase by: % Purchase-level leads from to Programs to increase PU: 1) 2) 3) 4)

18 Client view: I bought it --now leave me alone! Company view: We have a new valuable asset. Tools to use: Customer showcase, LinkedIn endorsements, LinkedIn groups, Twitter, best practices Programs to run:roi webinars, customer interviews in newsletters, customer experience portal How to drive demand: Keep client happy and #B2Belements

19 @demandmcg #B2Belements Increase experience (loyalty) by: % Experience-level leads from to Programs to increase EX: 1) 2) 3) 4)

20 FIVE ELEMENTS OF B2B #B2Belements

21 Poll Q: What do you think of this type of marketing categorization? I m going to go try it right now! It s a good way to look at it, but not to build a marketing plan It stinks

22 Velocity #B2Belements

23 Questions and Answers How to Submit Questions 1. Submit questions using the chat box located on the left-hand side of your screen. 2. Submit questions via Twitter by referencing the hash tag: #AMAReadyTalk, when tweeting about this webinar Additional Questions? Contact Brett at: General AMA Questions can be sent to:

24 Thank You for your Participation! Additional Questions? Contact Brett at: General AMA Questions can be sent to: Recording A recording of this presentation will be available via Slides A link to a PDF of the slide presentation will be sent to you Twitter Please reference hash tag: #AMAReadyTalk, when tweeting about this webinar Today s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit