webcamp 2016: bizdev. Александр Борняков: Маркетинг в США: как...
TRANSCRIPT
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AGENDA
US B2B target audience - what the difference?
First: competitive landscape, product analysis&sales
Second: play your game, share tasks
Final: track your results, move forward
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NETWORKERS
EXPERTS
READERS
AGGRESSIVE
OPEN-MINDED
US AUDIENCE
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FIRST COMPETITIVE LANDSCAPE
PRODUCT ANALYSIS MARKETING SALES
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Business: find your current and future position
PoD: whom and why do they target?
Messaging research: all channels + sales process
Ideal: exhibition
COMPETITIVE LANDSCAPE
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PRODUCT ANALYSIS
StrongWeakOpportunitiesTreats analysis
Product roadmap
You VS Benchmark (product features)
Current sales accents - what makes them buy
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sales
dev
PO/CEO
product USPs
analyze through market situation
product portfolio
PRODUCT ANALYSIS
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Lead gen platforms: proper message, reviews
PR: unite call-to-action news, use platforms
Sales materials: proper accents, everywhere
Site: the speaker of your business
MARKETING SALES
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MARKETING SALES
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SECOND PLAY YOUR GAME
SHARE TASKS
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Define your niche
Find proof of your uniqueness
Announce it. Take top sponsorship pack on top events through 1Q
Become an expert. Speak, write, discuss
Locate the way to be “recognized.” Talk to market’s opinion leaders
Become “official”US company
PLAY YOUR GAME
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Find your “each message expert” in your team
Define your speaker
Work with agencies
Do partnership announcement. Use their image
Work with current clients through Sales Team
SHARE TASKS
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Final Track your results
Move forward
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SM recognition - reposts of your news
Lead generation - your activities are mentioned
Partnership proposal - you’re being asked to partner/speak etc
Comment/interview requests - you’re an expert
TRACK RESULTS
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Business analysis - define the future of market and your product in it
Company-hosted events - become the centre of market’s activity
Industry standards initiation - work with industry standards organizations to make market’s ecosystem better
Share your marketing experience, even with your competitors
MOVE FORWARD
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BE BRAVE CONQUER THE WORLD
vertamedia.com [email protected] https://twitter.com/abornyakov https://www.facebook.com/bornyakov
Alex Bornyakov CEO VertaMedia