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Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]
The
Short Guide toBusiness2BusinessMarketingAndMaking it work
for youAn overview of thefundamental marketing tactics,which to choose and how tomake them work for you
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About the author:
Anthony Byrne,Managing Director
Anthony is a graduate of UCD
Michael Smurt School of business
and has fteen years Business
Development, Sales Management
and Business Management experi-
ence both in Ireland and the UK.
Prior to founding Product2Market
Anthony was involved in the start-up
and growth of two successful Irish
software companies selling into some
of the UKs biggest FTSE listed com-
panies. Before working in the
Software Industry, Anthony worked
within the Irish Media Industry.Anthony works very closely with our
clients helping them to achieve stra-
tegic goals by providing consultation
on Sales & Marketing, Market Entry
and Export Strategies.
Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected] 02
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Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]
OnlineMarketing
Marketing Consultancy
Email Marketing
Social Media Strategy
Website Content Audit
PPC Campaigns
OfineMarketing
Lead Generation
Event Attendee Management
Data Cleansing
Inbound Call Handling
Outline ofProduct2MarketServices
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Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]
In fact, we believe that the most
effective marketing strategies are
ones, which encompass a number
of marketing tactics, which cleverly
reinforce each other while sharinga cohesive and consistent message.
Over the last decade, how marketing
is done has changed immensely as
factors such as the emergence and
development of the Internet,
Globalisation and increased
consumer expectation due to higher
spending power have had an incred-
ible impact on how businesses target
and capture the attention of their
customers. This is especially true of
the Business to Business world.
The purpose of this e-Book is to
outline some of the most widely
used Business to Business marketing
practices available and to give the
reader pointers on how to implementsome of these strategies with
maximum effect.
Mark Zuckerberg (founder of social
networking site facebook) stated
in 2011 that he aimsnot to build a
platform but to be across all of them.
Product2Markets position is that no
one marketing strategy is the best
strategy to use, it is a combination
of tactics; which will get your name
out there.
Its 2012and theres moreways than ever tomarket yourbusinesss productor service to itsintended audienceboth locally andinternationally.
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Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]
What isB2BMarketing?
So, out with the old and in with the
new? No. Mix it up a bit- understand
what the options are then start
building a strategy.
This was because of less competition
in the marketplace, a more simplistic
approach due to less tactic options
and fundamentally- a focus on
relationship marketing (ensuring
loyalty and repeat business).
Essentially, having so many
marketing resources in 2012
has meant Business to Business
marketers have a less clear path
in terms of what is right, wrong and
going to bring the best results.
Business to Business marketing
differs greatly from Business to
Consumer marketing. This applies
to factors such as potential target
market size, value proposition
and consequently, decisions and
approaches used by marketing
managers.
In the past, Business to Business
marketers had a (more)
straightforward approach to winning
new business.
My denition of B2B Marketing is:
..atransactionbetweentwobusinesses.Transactionsmightbeservicessuchasconsultingwhereacompanyoffersitsex-pertisetoanothercompany.InbasictermsB2BMarketingiswhereonecompanysellsits
productstoanothercompany.
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Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]
What we mean by Direct Sales is a
companys Sales resources, which
contact the target market directly.
Whether following up on enquiries or
making cold calls your companys
sales people should be responsible
and accountable for growing their
pipeline and deals closed. Direct
sales people give your company
focused growth by hunting for leads
and opportunities.
Get insidetheir Mailbox
Direct mail, mail-shots, mailers.
Weve all heard, seen, read these as
theyve landed on our desk.
In todays Marketing world, the
Internet has affected the medium
used to deliver marketing messages,
which would have traditionally been
delivered through the Mail (Postal)
system. This has become a positive
for direct mail as a marketing method
as decision makers arent being
bombarded by endless mail- shots.
Less is more.
Catch themfor a meeting
Charles Browder (1958), president of
BBDO, quoted in James B. Simpson,
Contemporary Quotations 1964
Thereisnosuchthingassoftsell
andhardsell.
Thereisonlysmart
sellandstupidsell.
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E-mail marketing holds some extra
tangible benets over its generational
forerunner.
1e-mail marketing allows compa-nies to market on a very large scale,
to a large audience in a large numberof locations.
2 because of clever innovations inthis space, e-mail marketing allows
its senders to track the effectiveness
with most established E-Mail Market-
ing systems by having the capabil-
ity of reporting on the receivers and
readers of a campaign.
While they aredoing somethingelse marketing
Did you know that in 2012 - checkingemail is most popular online activity
to engage in while watching tv? It is
also the most effectively adopted and
cost-effective marketing resource in
the Business to Business sector.
The best way to think about e-mail
marketing is to think of direct mail
delivered by email instead of the
traditional postal system. Used
correctly, e-mail marketing can be a
very useful tool which can offer very
signicant return on investment.
Its always worth considering that
the most effective use of a Sales
Persons time is closing deals with
the right type of prospect. This
means that marketing to generate
leads for Sales people to close is
key if you want to optimise a sales &marketing relationship.
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2Potential buyers who are notspecically looking for your type
of product/service - but using the
web as a tool of suggestion to this
segment can generate interest in amarket that wasnt specic sourcing
your company.
1Those searching for specic items.Using certain keywords, shoppers
look for specic items and suppliers
- ensuring your company appears
in search engines for terms/names
to your business is very important
if you want to harness the web.
Understating areas such as search
engine optimisation is keyto successful execution.
80%of internetusers have afacebook account
in 2012The Internet has connected all
sides of the world and made it much
smaller. It links people to people and
business to business.
Business uses the web to reach two
very different types of web trafc:
Youcantaskcustomers
whattheywantandtry
itgiveittothem.Bythe
timeyougetitbuilt,theyll
wantsomethingnew.
SteveJobs,CEO,Apple
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Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]
Know what to expect/set your targets
realistically- Having clear targets in
place will mean that you are working
towards something very specic andalways keeping the end in mind. A
short, medium and long-term strategy
will allow you to identify trends week-
ly, monthly and annually if carried out
correctly.
Using Analytics systems will mean
that you can clearly understand yourtargets and objectives in terms of
your marketing activity. This will also
mean you can make amendments to
your plan based on trends identied.
Resources- Are you a one-man
band or part of a multi-national
organisation? Do you have a 50 or
a 500,000 budget? Figure out howmany staff members, dollars in the
bank and additional resources are
available.
Know-how-Do you have the
expertise in-house to execute
campaigns? Theres no point in
making a plan to design a state ofthe art billboard if you dont have
designers in house to do it! Put it on
ice until you are ready or if you have
funds, talk to the experts!
Getting yourmarketing strategyrightSo you know the main optionsavailable to you - how do you
decide which to start with and howto execute them? Look at the past,
present and future - analyse and
quantify.
Market Research- Knowing whats
happening in the marketplace
especially with your competitors is
imperative. Figure out where theyare advertising and where their name
seems to be known. Once you know
what appears to be working for them
(and not working), this can help you
gure out what will work for you.
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Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]
Product2Market are here to help
if you would like suggestions,
ideas or just a second opinion
please reach out to us !
Most of the Business to Business
Marketing strategies adopted in
Business are a complete or subset
of what we have discussed in this
e-book. Whats very important is
to try and put yourself in the seat
of YOUR target market. A good
acid-test to ask yourself is if I were
in position of the target market, how
would I perceive my Company and
message?. This will ensure you are
looking at your strategy from both
sides of the fence!
I wish you well on your Marketingjourney and leave you with one last
factor to consider... as your target
market will always evolve, to stay
ahead of your competition make
sure you always alter your Marketing
message. As your position in the
marketplace changes, so should your
Company/Products message.
Increasingly,themassmarketingisturni ng intoamassofniches.
ChrisAnderson-
AuthoroftheLong Tail
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Product2MarketSales and Marketing Agency | +35315445775 | [email protected]
Additional B2BMarketing Toolsand Resources
http://www.hubspot.com/marketing-
resources/
http://www.marketingprofs.com/ http://www.irishmarketingjournal.ie/
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ContactProduct2Market www.product2market.ie
P:+ 353 (01) 544 5775
Second Floor
Suite 16, The Mall,Beacon Court,
Sandyford, Dublin 18.
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