marketing communications essentials: business to … · marketing communications essentials:...
TRANSCRIPT
Marketing Communications Essentials: Business to Business Marketing:
The Basics
March 2012
Agenda
I. What is B2B Marketing?
II. Consumer vs. B2B Decision Makers
III. Messaging: Rational or Emotional?
IV. Key Steps
V. Discussion
What is B2B Marketing?
“The process by which one company sells
goods or services to another company.”
We would suggest, B2B is more than selling
B2B Marketing is Proactive
Design products and service customers want
Constantly improve the product or service to make it
more appealing
Sell benefits
Measure progress and fine tune offering
Consumer vs. B2B Decision Makers
Consumer Decisions:
How People Buy
Business to Business:
“Different Decision Makers”
Top
Management
B2B Decisions:
How Companies Buy
B2B Messaging
Emotional? Rational?
It’s Both.
Heart Mind How do I
justify how
I feel?
What do I feel?
Big Brands
Emotion + Technology
• Screen grab of website (needs to be
consistent with the ad we find…)
Don’t have piles of money lying around?
Getting Started
Key Steps
1. Define your targets.
Prioritize.
2. Understand.
3. Generate Ideas.
4. Build your first test.
5. Measure.
6. Refine and launch.
7. Keep learning.
1. Targets
Who do you need to reach? At what level of the
organization?
Prioritize.
2. Understand
What you believe may not be
what your target perceives.
Develop key messages.
Brand Story.
Heart Mind How do I
justify how
I feel?
What do I feel?
Define a Brand Story
• How did your business begin?
• What was the drive or inspiration for that
beginning?
• What do current customers think is special and
different about you?
FCEDA Brand
• We understand the decision making
process:
• C-levels consider emotional factors such
as lifestyle as much as rational facts
FCEDA Print
FCEDA Website
Brands Add Value
• Work across multiple audiences
• Differentiate
• Protect
• Are the “air cover” for sales
3. Generate Ideas
Bring different disciplines together,
early and often
Involve people of different ages,
backgrounds
Share learning and new
understanding
Sort ideas based on some
standard:
Mission
Brand
Value Proposition
Prioritize
• Select ideas in terms of:
– Effectiveness in reaching targets
– Cost within budget
– Connection and consistency
4. Build Your First Test
Create a “test” scenario that’s measurable.
Marketing tools tracked to URLs and other activity
Set goals.
Click thrus
Visits to website
Attendance to a seminar
Opt in email
Sales leads
Likes on Facebook
Engagement on Facebook
5. Measure
What worked?
Build Final Metrics
Benchmarking
ROI Analysis
Sales Leads
Digital Measures
Tracking Studies
6. Refine and Launch
Simplify
Messages
Tools
Channels
Launch with confidence
7. Keep Learning
Change happens
New competitors
New products
New media
Adapt
Be open to new ideas and media
Test – Learn – Launch
Accountability
Rocketts Landing
• Quality lifestyle community in Richmond, Virginia
• Two audiences:
– Empty nesters
– Young professionals
• Both groups seek a vibrant, connective community
• Differentiators:
– On the River
– Unique architecture
– Lifestyle
• Measurement
– Ongoing through Google Analytics
Website hits by URL Dates Visits Notes
Rockettsvillage.com 3/7 - 3/13 1,693 120% increase over week before campaign launched
Liveatrocketts.com 3/7 - 3/13 61 Radio traf f ic tags
Visitrocketts.com 3/7 - 3/13 428 Google
RockettsRVA.com 3/7 - 3/13 254 Facebook
RockettsontheJames.com 3/7 - 3/13 55 Other Internet banner ads
HomesatRocketts.com 3/7 - 3/13 6 Comcast
Discussion
Thank you.