4. Business 2 Business
B2B describes commerce transactions
between businesses.
B2B is used in the context of
communication and collaboration
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5. Buying behaviour in B2B
• For consumer brands the buyer is individual. In B2B there are usually different
stakeholders involved in the decision to buy a product or service. Each person will
have different reasons for buying the product or service.
• Since there are many people involved in the decision making process, the
technical details usually have to be discussed in length , the decision making
process for B2B products & services tends be more longer than consumer
goods.
• Companies seek long term relationships as any experiment with a new brand will
have impacts on their business. Brand loyalty is therefore much higher than in
consumer goods markets.
•The sales process in B2B is much longer than in B2C. In a B2B sales process, a
consumer & buyer will need to meet several times. A detailed assessment of
services will be needed which serves the purpose of eliminating the risk of buying
the wrong product or service.
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6. Why?
Empathy maps
Tool designed by visual thinking company XPLANE
Empathy maps are a tool for customer profiling & is a way for us to
understand our target customer profile. By understanding our
customers we can help us create relevant sales and marketing
strategies as well as a customer experience.
How?
An empathy map includes everything from your target customers needs,
motivations, concerns and goals. These are the things that will
influence how your target customers think about AIESEC and our
programmes
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7. Empathy Maps
The map helps you understand our potential customers and help us engage & connect with them in
way which is relevant to their needs.
1. Think and Feel
• What is important to your customer? What is she/he sensitive for?
• What are his/ her hopes, dreams, fears?
2. See
• What does the customer’s environment look like?
3. Hear
• What opinions influence the customer?
4. Say and Do
• What are your customers beliefs? Where they spend their time?
• Who are her/ his friends?
5. Pains
• What obstacles or challenges does the customer face?
6. Gains
• What does she/he hope to achieve, and how might she/ he measure success?
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8. creating empathy maps
From understanding your purpose driven sales strategy and who your
potential customers are for Global Talent we now need to
understand on a more holistic level their needs.
1. Create an empathy map for your focus market/ sector (e.g tech
SMEs, exporting SMEs, marketing companies, B2B service providers,
corporates etc.)
2. Create empathy maps for each of the different stakeholders in
the company (eg. line manager, HR, CEO)
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9. B2B Marketing & sales
Push and Pull
--Short and Long term
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10. Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
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11. Push
Friday, 7 March 14
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
12. Push
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
A push strategy works to create customer demand through promotion.
Push promotional strategies focus on selling directly to customers.
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13. Push
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
A push strategy works to create customer demand through promotion.
Push promotional strategies focus on selling directly to customers.
•Phone calls
•Emails & Mail shots
•Networking Events
•LinkedIn InMail
Friday, 7 March 14
14. Push
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
A push strategy works to create customer demand through promotion.
Push promotional strategies focus on selling directly to customers.
•Phone calls
•Emails & Mail shots
•Networking Events
•LinkedIn InMail
Immediate feedback & direct approach
Friday, 7 March 14
15. Push
Who has some ideas of
what push strategies
could be?
A few people share their
experience with these
focusing on the positive
& negative
A push strategy works to create customer demand through promotion.
Push promotional strategies focus on selling directly to customers.
•Phone calls
•Emails & Mail shots
•Networking Events
•LinkedIn InMail
Immediate feedback & direct approach
Positives & Negatives?
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18. Pull
A pull strategy uses marketing and PR to build up demand for a
product or service.
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19. Pull
A pull strategy uses marketing and PR to build up demand for a
product or service.
•Events
•Alliances
•Referrals
•Online content
•Social Media
•Endorsements
•Alumni
•Media
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20. Pull
A pull strategy uses marketing and PR to build up demand for a
product or service.
•Events
•Alliances
•Referrals
•Online content
•Social Media
•Endorsements
•Alumni
•Media
Indirect approach
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21. Pull
A pull strategy uses marketing and PR to build up demand for a
product or service.
•Events
•Alliances
•Referrals
•Online content
•Social Media
•Endorsements
•Alumni
•Media
Indirect approach
Positives & Negatives?
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24. SAles in 2014
Digitisation and buyer empowerment are impacting on the role of
sales.
Sales teams are empowered with more knowledge but so too are
customers and there are also increasingly blurred lines between sales
& marketing.
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27. SAles in 2014
What does this mean?
The typical B2B sales process is changing from a sales dominated act, merely
based on personal relationships to a marketing driven process.
Customers favour genuine engagement over a hard sell.
The best customer engagement will come from a result of sales and marketing
joining forces.
Thinking of sales engagement!
Decision makers are leveraging social media and online research as opposed
to working directly with a sales person to influence their decision.
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28. SAles in 2014
However! Human interaction is still important!
People buy people.
We still need to develop trust.
70% of B2B sales still involves human interaction.
We need to combine a combination of push & pull!
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29. SAles in 2014
However! Human interaction is still important!
People buy people.
We still need to develop trust.
70% of B2B sales still involves human interaction.
We need to combine a combination of push & pull!
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30. Social Selling mix of push & pull
Traditional Selling
Social Selling
- Lot’s of cold calling
- Focus on prospects who are ready to talk
- Unaware of customers’ needs and purchase
cycles
- Able to offer the right solution at the right time
to the right people
- Left out of critical conversations about your
product and market
- Engage in relevant conversations, becoming
a trusted expert
- Meet heavy sales resistance
- Deepen relationships through better listening
so customers come to you
- Learn about opportunities too late
- Spot opportunities early
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31. Emails
Sending more than one email - following up!
Who has had success with emails in raising
meeting?
What did you do?
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32. events : Networking & industry
Being very targeting in the ones you go to!
Who will be there?
Invest in events if they are for your target market?
Understand who you want to talk to.
Look at the attendee list.
Make sure you follow up after the event & the people who you
didn’t get to talk to.
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33. Alliances
Who do your potential customers trust & get industry information
from?
Which groups so they engage with?
What is your value prop for the alliance to partner with you?
What do you want to get out of the partnership?
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34. referrals
Can you get referrals from alumni (or even raise with alumni),
current partners, past partners, leads?
Who has used these and how has it worked?
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35. online content
Online content will be more of a national driven strategy which
you can all capitalise on!
What does it involve:
•Blogs on the website
•Website content
•Search Engine Optimisation
•LinkedIn
•Pinterest?
Increasing our brand awareness and driving traffic to company
sign ups on the website.
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36. Media
Using a PR strategy.
What trends can you capitalise on? Immigration, youth mobility,
economic growth, youth leadership, tech boom.
Having articles published in print and on media online
(newspapers, blogs, industry magazines, radio, industry websites)
What’s the value prop to the media and/or the journalist?
Could be based on case study and you collect these and do
the hard work writing the interviews up.
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38. Social media
• Facebook
• Twitter
• Youtube
• LinkedIn
• Google +
We will be developing these nationally for AIESEC & Global
Talent for you to capitalise on. But you ALL need to have
Linkedin and Google + accounts as individuals and use
these to network & create leads
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39. Linkedin - Tips
1. Never miss a chance to connect
2. Discover to map out who are the decision makers with your
prospects
3. Easy way to find alumni in your target industry or company
4. Through LinkedIn you can find enough relevant information to make
a targeted sales call
5. Get passed gatekeepers with InMail
6. Learn what’s happening with your prospect companies
7. Use groups for connecting with prospects & providing relevant
comments
8. Make your profile attractive with relevant info
9. Use the “look back trick”
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40. Creating a B2B plan
1. Who am I trying to engage with?
2. Which are the relevant channels to engage with different
stakeholders of a business based on your understanding of them
(use your empathy maps)?
3. Brainstorm ideas of how you can use the different channels to
engage with the different stakeholders. What would interest them
& how do they respond to different types of engagement?
4. Need to ensure you have a combination of both direct &
indirect sales and marketing strategies
5. How am I going to deliver results but also increase brand
awareness for the future?
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41. Creating a B2B plan to generate
leads!
Using ideas that you have brainstormed it’s now time to put it all
into a clear plan that is relevant for your target partners &
decision makers.
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42. Overarching questions:
How do you want people to feel, think & understand through
your whole engagement?
What are different people’s wants & needs
What would be the value to them?
Week
Friday, 7 March 14
Who am I trying to engage with?
What channel am I using?
Push Strategy
Pull Strategy
What am I trying to achieve?
KPIs
