B2B Boot Camp

September 2012

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 2

How can you market if you don’t know…???

• You think you know the market• You think you understand your customers• You think you know your competitors• You think you are special• And you think getting in the magic quadrant

will get you recognition• You are probably wrong about some or all of the

above

And the market of market researchers—we have a market too- what makes us different and how you can use us to get the right data, the right answers and then go build your brand and succeed in your chosen market.

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 3

Why Market Research

Understand pain points

Understand the solutions

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 4

Differentiate

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 5

And add lasting value

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 6

Why Market Research

• Strategy for your company. Helps answer these:– Customer/Market Pain Points and Needs– Competition– Differentiation – Right Price– Right Message– Right Market

• Helps build a response to the market:– Focus– Targeting– Content– Are we winning? Why not?– New Partnership, New Acquisition

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 7

Finding the right Match

Between buyers and sellers

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 8

Positioning

Effective Positioning

Differentiation

Competition

The Value

Your Company

Your:• Technology• Talent• Services• Network• Delivery Architecture

Market/Customer• Needs and Challenges• Solution Match• How They

Buy/Implement• ROI Technology

Competitor’s:• Products• Positioning • Uniqueness

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 9

Answers

The Customers Process

Effective Strategic Selling

ProblemDefinition

SolutionSearch

Evaluation ValidationProblem

Identification

“What I need is…” “It must have…”“My problem is…”

Effective Sales Process

Our Unique Value

Proposition

Ease of Acquisition

Ease Of Adoption

Our UniquePosition

Pro

ble

m/

Solu

tion

m

atc

h?

Wh

y D

o

Som

eth

ing

?

Wh

y N

ow

?

Wh

y U

s?

Relevancy to Customer Pain Points Counter Objections and Competition

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 10

Testing Outcomes: Getting the Message Right!

Influencers

Prospects

Shareholders

PartnersMessaging

toEach

Audience

Have We Addressed : Right Audience Right Media Builds Relationship Establishing Credibility Demonstrates Value Alignment with organizations needs Addresses inhibitors to adoption Account team performance Countered Competitive Messages and

capabilities Whole Process Aligns with expectations

of project champion and decision makers?

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 11

Not all Market Research firms are the same

1 Standard Product for all customers

Write once-sell many:GartnerForresterIDC

Custom built for each customer

Constellation, ChainLink, MintJurtas

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 12

Sales

Lead Generation

Lead Nurturing

Sales/

Account

Sell/Upgrade

Close

Marketing

Right content at each stage in the Process

Market Awareness Marking Contacts Media, Events First Stage Collateral Articles Webinars

Nurture and grow Thought leadership Level Two

Collateral White Papers Case Studies High level VP

Sales Contact ROI Models Pricing Models Detail Case

Studies

Negotiate Customer

Reference Visits

Evidence and Community ROI harvest Case Studies Community Web site User Conference

© ChainLink Research 2002-2005; Proprietary & Confidential Information

Slide 13

Conclusion

Sometimes getting objectivity before you face the market is a good idea