Ben Johnson | EMSA 2010

B2B and B2C – Different strokes for different folks

Ben Johnson

Team Lead - Business Unit Marketing

Data#3

B2B MARKETING CHALLENGES

Inexorably linked to the Sales process

Need for earlier engagement

Risk in advocacy (public or private

orgs)

Caution around purchase decisions

Trust

THE B2B SALES PROCESS

Lead

Plan to match needs to Solution

Discovery

Uncover needs & build vision

Qualify

Agree evaluate. Qualify need

Develop

Finalise solution

Proposal

Present proposal that meets needs

Negotiate

Best mutual outcome

Close

Leverage win or loss

THE ROLE OF MARKETING

Build Trust

Thought Leader

Powerful Brands

Altruism

Delivering Insight

Insight MarketingUsing relevant, valuable insight to connect with customers

objectives

Challenging

• Continuously challenge customers’ assumptions and offer new perspective that increases appreciation

Permission

• Gain permission to credibly contribute insight on issues adjacent to known areas of expertise

Sequencing

• Sequence customer consumption of information and ideas to lead to differentiators

PRINCIPLES FOR INSIGHT MARKETING SUCCESS

Min. Requirements

CredibleHelps people understand and pressure test the idea

ClearTies back to a central, single, fundamental idea

ConcreteRelates the idea in terms that are meaningful and tangible to the audience

Key success Factors

Personally ImpactfulInterprets the specific effort of your idea for an individual within your company

InsightfulIlluminates unknown or underappreciated aspects of the customers environment

KEY ELEMENTS OF INSIGHT

Surprises

Sparks Curiosity

Delivers Value

Valuable Insight

ENABLE SALES FOR SUCCESS

Outcomes

Establishing the problem Establishing the solution

Conversation Topics

Problem Defined through symptoms

Solution in like terms Proof points Value to customer

Insight - Focus Question

Role Goal