Practical B2B Marketing for AceTech Ontario
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Transcript of Practical B2B Marketing for AceTech Ontario
ACETECH ONTARIO
POWER SESSION
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com
April 20, 2012
PRACTICAL B2B MARKETING
1. Share experience on practical B2B marketing –
how to get it done in companies with limited
resources
2. Provide case studies and the opportunity for
discussion among members
3. Deliver 2 – 3 immediately useful tools and
actionable takeaways
OBJECTIVES
FOR TODAY
OBJECTIVES
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 1
• 16 years in B2B
• Started The Mezzanine Group in 2001 • Consult and manage marketing for more than 200 companies
over last 12 years
• Fortune 500
• Small and mid-sized (pre-revenue to $150M)
• Data from over 5000 companies (Forrester, MarketingProfs, Aberdeen Group)
• Upcoming book on B2B marketing The Practical Guide to B2B Marketing. Everything you need to
know to make marketing actually work for your B2B company
MY BACKGROUND
AND THE INPUTS
TO TODAY’S
DISCUSSION
MY BACKGROUND
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 2
Which functions can impact success in next 12 months? What are your top 3 marketing goals for this year?
Who is responsible for marketing strategy and planning?
Avg. = 4.9
Employees: Avg.104, Range 1 – 1500 | Marketing budget: Avg. $282k, Range $10k - $2M n = 33
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com
YOUR VIEWS
3
How much marketing relative to having no constraints?
30%
24%
21%
15%
9%
“We spent $250,000 on marketing
last year and I feel like what we
got from it was a bunch of pens
with our logo on them.”
~CEO of a $5M software company
THE MARKETING
CHALLENGE IN
SMALL AND
MID-SIZED B2B
COMPANIES
CHALLENGES
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 4
1. Strategy
2. Tactics
3. Implementation Resources and
Management
4. Measurement and Refinement
Main
Fo
cu
s T
od
ay
A BETTER WAY
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com
4 STEPS TO
EFFECTIVE
MARKETING IN
B2B COMPANIES
5
Secondary
Focus
PRACTICAL B2B
MARKETING STRATEGY
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 6
4 Ps - Product, Price, Place, Promotion
(up in the air – good at 30,000 ft)
On solid ground: Target Market,
Value Proposition and Messages
1. Deep understanding of buyers:
• who they are – role, industry, company type
• their pains and priorities
• how they make decisions
• how they get information
2. How to do this:
• Sales, management and customer service
team as a starting point
• Customer research (blind if possible)
KNOWING YOUR
TARGET
MARKET AND
WHAT MATTERS
TO THEM
TARGET MARKET
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 7
Inn
ovati
on
M
an
ag
ers
• Actively looking for and
open to ideas
• Company culture
encourages innovation
• Have a network of
innovators they rely on
for information
Dir
ecto
r o
f E
ng
ineeri
ng
• Looking for opportunities
to improve energy
efficiency
• Solutions must not
impact systems
• Read trade journals and
are part of various
industry associations
Priorities:
• INNOVATION
• NEW TECHNOLOGY
Priorities:
• NO IMPACT ON
PROCESS
• ENERGY
OPTIMIZATION
KNOWING YOUR
TARGET
MARKET AND
WHAT MATTERS
TO THEM
DEFINE YOUR TARGET MARKET
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 8
WHY SHOULD I
DO BUSINESS
WITH YOU?
VALUE PROPOSITION
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com
95% of CEOs define their value proposition through
these factors:
• Good Cust’r Service
• Quality
• Reputation
• Good results
• Our employees
• Knowledgeable staff
• Consistent management
• Responsiveness
• Innovativeness
• Trust
9
Jaynie Smith, Creating Competitive Advantage, 2006
WHY SHOULD I
DO BUSINESS
WITH YOU?
VALUE PROPOSITION
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com
A better value proposition is specific, quantified
and objective:
• After switching to our process, customers report an
average 25% boost in productivity.
• Our clients often experience double-digit growth within
6-12 months of implementing our process.
• We stay on budget 95% of the time
• Developers’ sales ratios rose by 35% after using our
firm
• Our average client saves a minimum of 30% on total
occupancy and design costs
• Our employees have a minimum of 15 years’
experience, twice that of our nearest competitor.
10
Jaynie Smith, Creating Competitive Advantage, 2006
IN A SEA OF
OPTIONS, WHICH
MARKETING
TACTICS
SHOULD YOU
USE?
3 GUIDELINES
CHOOSING THE RIGHT
MARKETING TACTICS
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 11
Chart courtesy of Peter
Evans, speakerfile
Conceptual
Re
ve
nu
e
Focus:
Marketing Basics,
Sales Support and
Product Development
Focus:
Awareness and Lead
Generation
Focus:
Brand Building
P1 P2 P3
Growth Gap
between a B2B
Marketer and a
non-Marketer
Time
GUIDELINE ONE -
DIFFERENT
TACTICS ARE
EFFECTIVE AT
DIFFERENT
STAGES
WHAT STAGE ARE YOU
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 12
CUSTOMERS
PR
OD
UC
TS
/ S
ER
VIC
ES
New
Existing New
2
# 4 ROI
Exis
ting
#1 ROI
3
GUIDELINE
TWO –
Start with the
highest ROI and
work down the
list from there –
highest ROI is
not usually where
you think it is
WHERE IS THE ROI
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 13
GUIDELINE
THREE–
INTEGRATE
INTEGRATE TACTICS
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 14
No B2B marketing tactic is a silver bullet. Each
one is stronger when used with others.
Situation A:
• $15,000 Tradeshow investment
• Booth, staffed 3 days, take cards, sales follow ups
• 45 leads; 4 deals within 6 months @ $20k each
• $80k new sales (ROI 433%)
Situation B
• $15,000 Tradeshow investment – same as above
• $8,000 content / tool investment (case studies,
demo video, webinar)
• $4,000 coordination investment – • Pre-show email campaign, at-show scheduled
meetings, post-show lead nurturing campaign
• 65 leads, 9 deals within 6 months
• $180k new sales (ROI 567%)
Sales collateral
Industry presentations
IT’S ALL ABOUT CONTENT
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 15
Which content tools do you use?
n = 33
How many Acetechers use the following tactics?
WHICH TACTICS
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 16
The 3:1 Rule
Exert 3 times as much
effort promoting your
content as you do
creating your content. n = 33
Marketing Profs
2012 Study
29%
26%
20%
19%
13%
16%
13%
n = 1745
AceTech respondents indicating tactic is ‘Very Effective’
WHICH TACTICS WORK BEST
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 17
General Tips: • Vital for demonstrating track record in B2B
• More than 1 case study needed
• Aim for 3 – 8, choose based on:
• biggest / most impressive customers
• best business results – $, %, and #
• marketing goals – messages, industries
• Framework: Customer, Challenge, Solution, Results
• 1 – 2 pages, standard format for all
• Testimonials, customer logo, snappy title
• Getting them done:
• Ask permission of client
• Do interview (30 – 60 mins)
• Create draft and review with client
• Graphic design
• Pay sales rep $500 to get them done
• Above all else, use them:
• Sales support, website (not gated), industry presentations, webinars,
articles, email campaign or newsletter.
DEVELOPING
AND USING
CASE STUDIES
CASE STUDIES
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 18
Tips:
• It’s gShiftLabs’ secret weapon
• Integrate with other tactics (SEO, PPC, shows, speaking, etc)
• Set goals up front and make a plan
• Write a blog first and include backlinks to your main site
• Send blog to industry blog sites – get pick up
• Distribute blog to email subscribers
• Write a whitepaper / other content
• Promote it via paid
• 1 – 2 weeks later distribute optimized
press release through PRWeb and industry
database. Include backlinks to site.
• Use gShift to track metrics
• Results:
• 1405 downloads, 26,000 impressions for
press release, 2000+ leads
2000+ leads
GETTING AND
GROWING PR
PUBLIC RELATIONS
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 19
Export Market Access www.exportaccess.ca
• $30K grant (50% of expenses) for international trade shows. Can get
twice a year
• 5-500 employees, revenue over $500K, be incorporated for at least 2 years
• Must get acceptance before you spend any money
IRAP – ARP (talk to your ITA) • $50k grant (up to 75% of 3rd party expenses and 100% of internal labour)
• Market research, competitive intelligence, feasibility study, implementation
CME SMART Prosperity Now www.cme-smart.ca
• $75K grant (or 33% of expenses) for international marketing,
foreign market orientation
• Min 15 employees, incorporated at least 2 years, have manufacturing
operations in Ontario
Going Global Innovation www.tradecommissioner.gc.ca/eng/science/going_global.jsp
• $75K grant (75% of expenses) to explore int’l collaboration to bring a new
product to market
• Science, technology and innovation companies
• Sales less than $50M, less than 500 employees
Small Business Internship Program www.ic.gc.ca/eic/site/sbip-pspe.nsf/eng/home
• 12-week ($10K max) wage subsidy to hire intern to help with
online marketing
GOVERNMENT
FUNDING
FUNDING
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 20
<50 employees 50 – 499 employees 500+ employees
$263k $1.2M $15.6M
Average spent on Marketing:
• Companies with a direct sales model spend less than those with a mixed distributor / direct model
• Companies who have a pure B2B model spend less than those who have a B2B2C model
2012 B2B Marketing Benchmark Report (Marketo and MarketingProfs)
Marketing Budget as a percentage of
gross revenue, including personnel:
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com
MARKETING BUDGETS
Budget Allocation
21
10 USEFUL TOOLS
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 22
GWABBIT
Grabs contacts from
email address blocks and
converts them to Outlook
contacts. $20 download.
99DESIGNS
Hosts contests to get high
quality graphic design
(logos, websites, templates)
at great prices.
Starting $295.
www.gwabbit.com www.99designs.com
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 23
TOOLS
GSHIFTLABS
Web presence optimization
software – SEO,
competitive insights,
keyword strategies,
analytics & more. Starting
$99/mo.
HUBSPOT
Blog, landing pages, lead
nurturing, SEO, analytics.
Starting $750/mo.
Grade effectiveness based on 50 var’s. Free.
www.gshiftlabs.com www.hubspot.com
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 24
TOOLS
HOOTSUITE
Manage your social media
accounts through one
platform. Free | $6/mo.
COMPETITRACK
Advertising and
spend tracking.
Per ad pricing.
www.hootsuite.com www.competitrack.com
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 25
TOOLS
MENTORWORKS
Information and support
for government funding
programs.
VIRTUAL TRADE
COMMISSIONER
www.mentorworks.ca http://www.tradecommissioner.gc.ca/eng/
virtual-trade-commissioner.jsp
Research and sales
support for export
markets.
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 26
TOOLS
SCHEDULICITY INTERVALS
www.schedulicity.com www.myintervals.com
Online appt
scheduling.
$19/mo.
SAAS time-tracking,
useful reports. $20/mo.
For 15 projects.
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 27
TOOLS
Lisa Shepherd, The Mezzanine Group
(416) 937-8376
http://www.profitguide.com/blog/lisashepherd
THANK YOU
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 28
MezzLisa
MezzLisa