A presentation given by the author on the core of B2B Marketing to first year B-school students at S P Jain, Mumbai. The presentation talks about primacy of Lead Generation/Management; universal leads deintion; prioritising of pipeline build over awareness generation; eschewing the flashy for the durable...
What reaLLy matters in B2BMarketing? Kingshuk Hazra You are welcome to share this pdf unchanged with your friends / colleagues – with proper attribution to author. For reprint/ delivery in other formats – please email author mailto:email@example.comCopyright of all images/videos used here rest with the resp. copyright owners. They are used here in anon commercial educational purpose only. For any questions please email: firstname.lastname@example.orgImage of Clock Used Here Owner – Adrian Hart
Why SHOULD I tune-in?Please click on links in this presentation to view videos & best enjoy this presentation.
Why SHOULD I tune-in? http://www.youtube.com/watch?v=MHsLll6XYBs Please click on link above to see video
Agenda• Why SHOULD I tune-in to this class?• What is B2B Marketing?• What Matters in B2B?• Summary
Words of Caution– Presenter is here to share experiences - ideas of Presenter need not necessarily work for you– Presenter might be lazy – expect a lot of questions & if you are nice – a few videos– Presenter is not very creative, hence expect boring slides
Quiz#1: What is the no.1 purpose of B2BMarketing? ________________________ ________________________________________________ PLEASE TAKE PEN & PAPER & WRITE THIS DOWN.[#1, #2, #3 in order of decreasing importance]Please email your answers to mailto: email@example.com ; ANSWERS @ end
Marketing Engine Campaigns Engine Integrated Campaign Tie-up with Leads & ROI in 1 database Leads Commnctn Engine Lead Generation Engine Lead Nurture Relevant Thought Lead Handover Leadership All Commmnctn tied MARKETING to leads & ROI ENGINE ROI, Test, & Analytics Stakeholder Engine Sensing Test, test & test Simple Excel based Engine analytics works! Internal sensing – CSO, CFO, CIO External sensing – MI, CI. Research13
Marketers are from Mars, Salespersons are from Venus http://www.youtube.com/watch?v=qWz8bWkMF-E Please click on link above to see video
Marketing Efforts Valley of Death for a Lead Sales Efforts Marketing Valley of Death Sales Target Prospect Qlfc’tn Validatn Propose Nego. WIN! Gap b/n Sales & Marketing Idea derived from a presentation by Rubicon Marketing Group, Inc.
Closed-Loop Campaign ManagementAccess/ Excel dB 1 Surface Mail/eMail/ 2 Tele-Marketing 3 Information Mgmnt 4 4 Inbound Mail/Events Sends out survey forms Call up the people mailed Target hitlists based on All Information sought is & relevant collateral for knowing interest country intelligence via sent out and telecall to relevant areas in-house DB repeated People Dedicated Tele-marke Content Exec /Tele- Marketing Marketing teers Marketeers Lead Qualification 5 Based on specified para meters Lead Qualified With call/s on prospect Qualification ManagerCold Leads/ Oppts 9 CRM Pipeline/Lead 8 CRM Lead 7 Hand over to Sales Continuous tracking and 6 Based on time line tracking & Complete Interaction weekly meeting between Entered Into CRM Lead SO – Mktg this is History + Profile made sales operations & Management System classified And handed over to marketing Sales Marketing Marketing Marketing Marketing
SME B2B Conversion Rate – Not 1/9thPersonalization (1/3rd of 1/3rd) but 1/200thCommunication Broadly L0 Web Marketing Programs targeted; less Market Awareness interactive; ~30,000 Less AR/PR measurable Advertising Inquiry Search/Online L3 3000 DM Prospect Tele L5 - MQL Mktg) (Account-Based Hybrid Demos Lead 1500 Case Studies/White Papers SAL Narrowly targeted; Opp 700 Events Sales Programs more References/Value interactive; Collateral highly $ Closed measurable Deal 150 Sales Kit
Lead Generation - the Center of MarketingBrian Carroll’s• http://blog.startwithalead.com/
Your Universal Lead Definition • Allow leads to be scored and prioritized • Defines the degree of sales readiness • Requires buy in from sales and marketingResource: “How to Precisely Define a "Lead" Before Marketing Begins”http://www.startwithalead.com/article.asp?ARTICLEID=283
Quiz#2: If you were with a B2B Startup hadINR 1 Crore to spend on Marketing nextquarter – please distribute that among thefollowing… Advertising Events Telemarketing Direct Mail Online Channel Incentive PLEASE TAKE PEN & PAPER & WRITE THIS DOWN [All should add up to 1 crore]Please email your answers to mailto: firstname.lastname@example.org ; ANSWERS @ end
Marketing will Continue Evolvinghttp://transitionmarketing.tumblr.com/post/22263491162/excellent-little-cartoon-depicting-the-evolution
My Lessons As a Marketeer • Think Marketing as a distinct activity with separate personality – from Sales; still don’t allow yourself to be schizophrenic! • A fast & closed-loop planning, campaigns, leads, & feedback cycle - ultimate competitive advantage • Remember leads’ valley of death; closed loop lead management process - #1 marketing process • Non-glam Leads Management, Database & Tele far superior to glam Thought Leadership & 98 times out of 100 -know the 2 times they arent! • My today’s story ends here & I havent even talked about Social Media!
ANSWER TO Quiz#1What is the no. 1 purpose of Marketing?You need marketing to... 1. build pipeline 2. build pipeline 3. build pipeline 4. build awareness
ANSWER TO Quiz#2 Quiz: If you were with a B2B Startup had INR 1 Crore to spend on Marketing next quarter – please distribute that among the following… Advertising Events SCORING KEY √ Advertising < 10% Telemarketing √ Events 10 – 25% √ Telemarketing 20 – 40% Direct Mail √ Direct Mail 5 – 20% √ Online 10 – 20% Online √ Channel Incentive depends Channel Incentive For any questions / usage requests please mailto: email@example.com