Marketing Communications Essentials:

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Russell Davidson
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1 Marketing Communications Essentials: Best Practices Business to Business Marketing May 2013

2 I. B2B Marketing Focus Agenda II. III. Consumer vs. B2B Decision Makers Messaging: Rational or Emotional? IV. Key Steps: Developing a B2B Program V. B2B Sales Approach VI. Discussion

3 What is B2B Marketing? The process by which one company sells goods or services to another company.

4 B2B is more than selling

5 B2B Marketing is Proactive Design products and service customers desire Constantly improve the product or service to make it more appealing and distinct Sell benefits not features Measure progress and fine-tune offering

6 Consumer vs. B2B Decision Makers

7 Consumer Decisions: How People Buy Brand Awareness Quality Check Perceived Value Sales/Promotions Comparison/Trial Preference or Acceptance Loyalty Advocate

8 Business Decisions: How Companies Buy Brand Awareness Quality Check Perceived Value Sales/Promotions Comparison/Trial Preference or Acceptance Loyalty Advocates

9 Exercise: 5 Minutes Write down the different audiences you have to influence inside prospect companies Departments Seniority Where do you begin the conversation? With whom? What gets their attention? Do you tailor messages for different audiences? How?

10 B2B Messaging Emotional? Rational?

11 It s Both. Heart What do I feel? How do I justify how I feel? Mind

12 Layered Approach Emotional appeal Authentic story Differentiating Rational support Case studies Product features Performance Value

13 Appeal Emotional appeal Authentic story Differentiating Connection Rational support Case studies Product features Performance Value Justification

20 Appeal Emotional appeal Authentic story Differentiating Connection Rational support Case studies Product features Performance Value Justification

21 Exercise: 10 Minutes Do you organize your messages in a certain way? By audience? By content? General versus detailed? What are your emotional appeals? What are your rational support points?

22 Getting Started

23 Key Steps 1. Define your targets. Prioritize. 2. Understand. 3. Generate Ideas. 5. Measure. 6. Refine and launch. 7. Keep learning. 4. Build your first test.

24 1. Targets Who do you need to reach? At what level of the organization? Prioritize.

25 2. Understand What you believe may not be what your target perceives. Develop key messages.

26 Brand Story. Heart What do I feel? How do I justify how I feel? Mind

27 Define a Brand Story How did your business begin? What was the drive or inspiration for that beginning? What do current customers think is special and different about you?

28 FCEDA Brand We understand the decision making process: C-levels consider emotional factors such as lifestyle as much as rational facts

30 FCEDA Print

32 Brands Add Value Work across multiple audiences Differentiate Protect Are the air cover for sales

33 3. Generate Ideas Bring different disciplines together, early and often Involve people of different ages, backgrounds Share learning and new understanding Sort ideas based on some standard: Mission Brand Value Proposition

34 Prioritize Select ideas in terms of: Effectiveness in reaching targets Cost within budget Connection and consistency

35 4. Build Your First Test Create a test scenario that s measurable. Marketing tools tracked to URLs and other activity Set goals. Clicks Visits to website Attendance to a seminar Opt in Sales leads Likes on Facebook Engagement on Facebook

36 5. Measure What worked? Build metrics Benchmarking ROI Analysis Sales Leads Digital Measures Tracking Studies

37 6. Refine and Launch Simplify Messages Tools Channels Launch with confidence

38 Change happens New competitors New products New media 7. Keep Learning Adapt Be open to new ideas and media

39 Test Learn Launch

40 Exercise: 10 Minutes How would you develop a brand story at your organization? Who would be involved? Who are your top prospect audiences? How would you tell the brand story? Show the facts? How would you test and measure ideas?

41 B2B Sales Approach

42 Fifth Third Bank Internal sales promotion within the Mortgage Division to increase sales 1700 employees Teams competed for top prizes Top Chef campaign Multiple phases on the theme over the summer 33% increase in mortgage loan originations

48 Discussion: Share Exercise Details

49 Thank you.

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