Crescendus™ | B2B Marketing : Practical Tips

© Crescendus™ 2012-2014. All Rights Reserved.

Preparing your Business for Whatever is Ahead™

Crescendus™Understand what the B2B Customer is looking for


Preparing your Business for Whatever is Ahead™2

Transactional Flexibility & Reliability

Logistics Delivery & Packaging Customization

Financial Payment Terms & GuaranteesContracts with Flexible Terms &

Conditions

Company Competency

Videos & Statements by Executives & Business Unit Leaders

Strategy & Innovation Roadmaps Customer Testimonials

Product & Services Information

By Vendor, ideally a "comparison of features" Website Technical PDFs, Application PDFs, Value Proposition/Product

Crescendus™Understand how the B2B Customer accesses Information



Industry Comparison

Websites

Company Websites

Conferences & Tradeshows

Social MediaTrusted

Referrals

Publications

Internet Search

Purchasing Managers explore a wide range of Channels to access

information

Focus on Multi-Channel targeting efforts

Crescendus™Marketing Priorities



Maintain Brand

Consistency

External (Outbound

Marketing efforts)

Internal (Inbound Marketing efforts)

Train Internal Parties (all

Business Units & Functions)

Outbound Marketing

Target Top 3-4 Customer

Channels & Keep Experimenting

Manage Information at

Industry Comparison Sites

Expand Mobile Presence with rich

Multi-Media Content

Inbound Marketing

Enhance Website focus on Products

& Services Content

Display Information & Interviews in

Videos & Podcasts

Invest in Relevant "Call to Action"

Features

Crescendus™Reputation Boosters: Executive & Key Personnel Videos



CEO Video CFO Video

Business Unit Head Video

Legal Counsel Video

Supply Chain VP Video

CSO or CTO Video

Product Manager Video

R&D Videos

Product Application

Videos

"End-to- End" Customer Experience (Information Request to Order to Post

Sales) Video

Use VIDEOS on your website for differentiation & storytelling

Update the videos every month by department & provide access to former/current videos

Upload the above videos on YouTube, Vimeo & other Industry Comparison Websites

Crescendus™Reputation Boosters: Innovation Pipeline



Use your Innovation Pipeline within your Inbound & Outbound Value Proposition/Differentiation efforts.

These roadmaps offer Customers Supply Chain certainty & comfort.

Crescendus™Reliability Boosters: Logistics



RELIABILITY

•Procurement

•Distribution

•On-Time Guarantees•After Sales Service

PACKAGING•Custom Design

•Bulk Quantities

•Environmental/Recyclable

ANALYTICS

•Custom Customer Reports

•Cost Management Dashboards

• Integration options with Customer's existing Supply Chain IT

LOGISTICS

B2B Customers consider Logistics Reliability as a critical issue.

Use Logistics as an important differentiator during your Marketing efforts.

Crescendus™Ease of Doing Business Boosters: Finance & Legal



Contract Negotiations

• Flexible Terms & Conditions

• Friendliness (less Haggling)

• Clear Time limits for Resolving Tasks

• Clear Quality/Violation/Recall Guarantees

Pricing & Payment Terms

• Sharing Price Adjustments (based on future Efficiencies) with Customers

• Flexible Payment Options

• Long Term & Volume Incentives ( based on Value Generated)

• Group Purchasing Incentives

Responsiveness

• Guaranteed 1-2 Business Day Response

• Direct contact with Decision Makers

Ease of doing business is an important criteria for B2B customers.

Use this as a selling point within your Inbound Marketing efforts.

Provide flowcharts showing how the Customer will interact with various internal Units (e.g. Finance, Legal etc. )

Crescendus™Strategic Boosters: Joint Product Roadmaps



Intelligence & Insights

• Insights about Customer's Customers, Competition & Markets

• Identify New Market & Product Opportunities

Sharing Roadmaps

• Joint Product Development

• Sharing Personnel (e.g. at Customer sites)

Industry Consortiums

• Addressing Complex Challenges via Cost Sharing

• Building Ecosystem with Several Suppliers

Be proactive about Strategic Opportunities where you identify new Growth Opportunities for your B2B Customers.

Display how Customers can participate in Joint Strategic Roadmaps within your Inbound Marketing content.

Crescendus™Final Comments



1. Your B2B Marketing efforts will only succeed if you effectively manage BOTH External & Internal messaging consistency.

2. Do not forget the key internal stakeholders (e.g. Logistics, Finance, R&D, Product Development, Operations, Legal etc.). They play a vital role in B2B Customer interactions & have the ability to either build or hurt your Brand.

3. It is clear from this presentation that in B2B Marketing, you need buy-in from various internal stakeholders. The best way to achieve this is by requesting the CEO to lead the effort.

4. Do not be enamored by a favorite channel (e.g. Social Media). Remember, most B2B customers are traditional users of information & you need to work at their level to achieve maximum results. Let your data dictate marketing strategy & spend/channel.

Crescendus™Contact Information



[email protected]

Knoxville, TN, USA

Crescendus™ | B2B Marketing : Practical Tips

Marketing

Transcript of Crescendus™ | B2B Marketing : Practical Tips