the secrets of powerful b2b communications| ed field - maverick marketing

Secrets of powerful B2B communications

Enterprise Ireland eBusiness Workshop

Limerick, 18th June 2015

Clear, engaging, persuasive communication is now a business

requirement.

B2B

branding

communications

marketing

Since 2005.

Team of 10.

Deep digital expertise.

What changes?

How they look. What they say. How they say it.

Communications which are clear, engaging, comprehensive and persuasive.

What should you expect?

Communications to engage and move people

I feel excited; you are what I need you could make a difference for us.

I feel I can trust you; clear, competent, specialist, established.

Raise yourexpectations.

4things you need to develop communications which can move people

Clear, comprehensive, engaging content

A clearly defined position

An appropriate visual style

1 to 3 consistently and fully brought to life across all touch points

4things you need

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Purpose – why you exist.

Value Proposition – what you do, how your different, for who, how to do it.

Personality & Values – how you look, act and sound.

A clearly defined position

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Look in before you communicate out.

Purpose (sample internal statement)

Our purpose is to enable large organisations who use ERP solutions to better automate and manage high volume financial transactions.

Value Proposition(sample internal top level statement, supported with full detail of what value, for who, how and how different.)

Experts at automating high volume financial transactions

We are a specialist team of financial and technology experts who plan, develop, deploy and support highly specialist ERP bolt on modules which dramatically increase efficiency and effectiveness for AP, AR and Bank Reconciliation functions in large organisations globally.

Position/Big Idea

A better way

We’ve got banks and ERP’s talking!

Personality

Solid // Authority // Veteran // Genius element Humble // Candid // Really clear // Precise

We are not: Just techy, not junior, not ‘salesy’, not faceless, not corporate.

A personable, likable kind of a company and team.

Elements What you’re doing

e.g. The offering

The value The proof Your story

Your people Your ideas/thinking

PitchingTell stories

Providing facts Explaining

GuidingTeaching

PersuadingMoving to next step

#2 Clear, comprehensive, engaging content

Using

WordsExplainer graphicsIconsIllustrationsPhotosVideo

Reflects your defined personality.

1. Logo, fonts, colours

2. Graphical style, photography style and see how it will work in a

variety of mocked-up communications.

#3 An appropriate visual style

In all materials With the team

WebsitePrint materials

PDFs Sales presentation

Proposal documentsSocial media presence

Trade show stand Signage in your premises

VehiclesPackaging

All singing from the same hymn sheet.

Especially:Management Sales Service

#4 Consistently and fully brought to life across all touch points

Clear, comprehensive, engaging content

A clearly defined position

An appropriate visual style

1 to 3 consistently and fully brought to life across all touch points

4things you need

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Common pitfalls

Value proposition unclear?Everything will be unclear.

What you do, how you’re different, for who, how to do it.

Fuzzy construct

Need a clear, logical construct for your solution. The information architecture. In summary and in detail.

Industries & Applications Product type Consistency Delivery Product Detail

Construction

Stabilise soil Quick Lime Coarse Powder Bulk Tanker Clayfix 6

Increase durability of asphalt Hydrated Lime Powder Bulk Tanker & 25kg bags Duralime 5

Manufacture of lightweight concrete blocks Quick Lime Fine powder Bulk Tanker Ecolime P2

Increase workability & durability of mortars &

plastersHydrated Lime Powder Bulk Tanker & 25kg bags White Rhino Hydrated Lime

5

Agriculture & Horticulture

Increase crop yields Quick Lime Granules 1.5 ton pallets Growmax 6

Protect animals (sanitation)Hydrated Lime/Agri

LimePowder

1 ton sacks & 25kg bags

(25kg bags are a more

potent product)

White Rhino Hydrated Lime

5

Deactivate Brucellosis Hydrated Lime Liquid - 'Milk of Lime' Bulk Tanker White Rhino Milk of Lime2

Control Foot & Mouth Hydrated Lime Liquid - 'Milk of Lime' Bulk Tanker White Rhino Milk of Lime2

Industry

Refining Mineral Ore Quick Lime Lumps Tipper Truck TBD 2/3 – initially 1

Processing Paper & Pulp Quick Lime Lumps or Coarse Powder Tipper Truck & Tanker TBD2/3 – initially 1

Fluxing Agent for Steel Production Quick Lime Lumps Tipper Truck TBD 2/3 – initially 1

Sugar Refining Quick Lime Lumps Tipper Truck TBD 2/3 - initially 1

Environmental

Drinking Water Treatment Hydrated Lime Fine Powder Bulk Tanker & 25kg bags Hydrapure5 – initially 1

Waste Water PH Correction Hydrated Lime PowderBulk Tanker or , 400kg sacks

& 25kg bagsNow called: HydraPhix

4 – initially 1

Waste Water Phosphorus Precipitation Hydrated Lime PowderBulk Tanker, 400kg sacks &

25kg bagsNow called: HydraPhix

4 – initially 1

Flue Gas Desulphurisation Quick Lime Coarse or Fine Powder Bulk Tanker Ecolime, Ecolime P, Ecolime

G

5 – initially 1

Flue Gas Scrubbing Quick Lime Coarse or Fine Powder Bulk Tanker Ecolime, Ecolime P, Ecolime

G

5 – initially 1

Sanitising Sludge Quick Lime Coarse Powder or GranulesBulk Tanker or 1.5 ton

pallet

Sterilime & Sterilime

Granular

5 – initially 1

Bulk Tanker or 1.5 ton Sterilime & Sterilime 5 – initially 1

You got the proof?

Prove everything - your values, your difference, your results

With stories, testimonials, facts/stats - ideally video testimonials

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So what now?

What do I do next?

What will happen?

An appropriate selection of ‘calls to action’, all

clearly explained. And keep persuading!

What does it take?

MD/CEO & the team

Commitment

There are rules

Principles

Senior team & internal project manager.

• Workshops• Creating raw content• Reviewing, reflecting & providing feedback • Organising and chasing people

Work

4 months+

Time

Communications director(s) + Researchers, planners, copywriters, photographers, graphic designers, print designers, web designers, website builders.

Talent

Depends on standard of current content, complexity of offering, level of detail, scale of outputs.

Cash

Start?

Get an independent audit of your current communications.

Develop a business case for investing in communications.

Or just begin!

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Ed Field087 699 7068

+353 61 620 147 ext 203

edfield@maverick-intl.com

www.maverick-intl.com

Raise yourexpectations.