Creating additional revenue from business customers

Transcription

1 Creating additional revenue from business customers René Power Founder, Vision B2B

2 minutes Encouraging you to think commercially To spot and create additional revenue streams in an age of public sector austerity Walk you through a simplified marketing campaign planning process

3 Your marketing mission Value Noun: the regard that something is held to deserve; the importance, worth or usefulness of something

4 Business buyers seek assurance Do their own research Want all the information before making contact Run elaborate pitch & tender processes Decision makers & influencers Benefit driven Will it save me Time? Money? Resource? Lost productivity / extra productivity? Reduce waste? Advance green / CSR agenda? Will it make me look good?

5 Understanding business buyers

6 Product led marketing You already have products & services Now need to create a demand.like Apple! You need to find customers for what you have to offer You need to be creative about selling You need to establish they have a need or could be convinced to switch!

7 SOSTAC Credit: PR Smith

8 Situational Analysis Where are we now? SWOT PEST Brand / product perception (BCG Matrix) Performance Capabilities and resource

9 Objectives Set SMART marketing objectives to deliver against top level objectives - Specific, Measurable, Action, Realistic, Time To secure 65,000k additional business in FY 2015/16 from gritting privately owned business parks in Cheshire [Digital objectives can Speak, Save, Serve, Sell & Sizzle]

10 Strategy How do we get there? Segmentation Demographics of different target customers Personas preferences /motivations Targeting Meeting needs Propositions Compelling presentation of offer

11 Tactics Which tools are we going to use? Owned Website Social profiles Marketing Earned PR Awards Paid Advertising Exhibitions Social boosting Direct marketing

12 Thinking digitally 1. Strategy 2. Website/landing pages 3. SEO/PPC 4. Content 5. Social 6. Conversion optimisation 7. @renepower

13 Where Top Internet sites Social media Mainstream Main stream press Trade media Conferences Search engine indexes Website Apps/viral newsfeed Trade associations Discussion portals Trade shows Directories Bloggers News sites News sites

14 Touch point marketing Credit: Gary Magnone Think Call to Action and What s Next?

15 The best inbound campaigns have multi-channel elements Cycle 1 Cycles 2 5

16 Action Who does what, when?

17 Control Measuring what matters 10 standard metrics that you need to monitor & impact SALES Conversion to sales New vs. returning visits Behaviour (content) Dwell Bounce Social referral Exit path Device Geography

18 Summary

19 About Rene & Vision B2B I help companies sell to other companies, positioning expertise and value 20 year business marketing professional 5 years client-side in PPE 15 years in agency 7 years in pharmaceuticals 8 years in B2B Well networked and connected Vice Chair, Manchester CIM Published, blogger, speaker, trainer Vision is two weeks old and it s a perfect time to lock in my services at a great rate!

20 Rene's business Vision B2B is a new marketing consulting and training company - three weeks old in fact - but with 20 years experience in helping position businesses, products and expertise within the complex sales process. He can help with the complete marketing strategy process as well as finding and running design, development support (he does the whole strategy and branding piece, copy writing and PR, and social himself). He can train internal teams (at all levels) especially in thinking and projecting like a customer, on content, digital and social media marketing. Current training clients include Rolls-Royce, Siemens and The CIM. If you want to receive his regular marketing insights - him rene@visionb2b.co.uk, follow on Twitter or connect on Linkedin.

21 For more René Power B2B & Digital Marketing Strategist Mob: Skype: rene_power Subscribe to The Marketing Assassin Blog: View presentations on Slideshare: