Secrets of powerful B2B communications

Enterprise Ireland eBusiness Workshop

Kilkenny, 24th March 2015

Clear, engaging, persuasive communications are a business

requirement.

Helping to strengthen and

grow Irish companies

Consultancy, Branding,

Communications Development,

Marketing Tactics.

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.

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.

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

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.

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

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.

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

Follow principles

Workshops, gathering content, creating new content, reviewing/reflecting/providing feedback, making decisions

Work for you?

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

Investment?

4 months+

Timescale

Communications director, researchers, planners, copywriters, photographers, graphic designers, print designers, web designers, website builders

Talent required

Start?

Get an independent audit of your current communications.

Develop a business case for investing in communications.

Or just begin!

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Powerful communications driving business growth

Working harder, greater influence, delivering super-hot prospects to your sales team, helping you reach into new segments and markets, protecting margins,

attracting good fit talent, positively influencing all stakeholders including investors, stimulating more excitement and energy in your team.

No longer a nice to have for B2B’s.

Clear, engaging, persuasive communicationsare a business requirement.

Ed Field087 699 7068

+353 61 620 147 ext 203

edfield@maverick-intl.com

www.maverick-intl.com

Expect more from your communications