“When the need arises, customers buy from people they know, like and trust.” – Scott Stratten, UnMarketing

Business to Business Marketing

Angelo Ford, MBAManaging Partner

• About me - AngeloFord.com

• My latest venture – ViralWhisper.com

• Insights as a buyer of business services & products• Black book of contacts (know, trust, like)• Recommendation from a contact• Recognized expert• Internet search (reference trade sources)• Cold callers

• Insights as a seller of business services & products• Network to meet clients, develop a reputation of trust & friendship • Pro bono work - establish trust, demonstrate expertise• Solid internet & social media presence • Dial for dollars based on qualified leads

introduction

© Scott Stratten

• Adapting the 4Ps to a business to business environment – Product

• Features vs. Benefits (B2C vs. B2B)• Participate in new product development

– Price• Total cost perspective (QDP)• Help identify cost savings • Dollarize everything

– Place• Trade shows, internet, lunch meetings• Make appointments

– Promotion• Focus on saving time, money and resources• Offer value added service• Always ask for the business

The 4Ps

Network, network, network

Deal Direct / Outsourcing / Manufacturing Reps

Line cards, business cards, website is critical

Become a prequalified supplier – self audit

Tradeshows

Know your market segmentations’ requirements

RFP / RFQ / ES Events

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Gize

B2B insights

Key Idea: How to gain share of mind, heart and wallet

Are you targeting the right person? Buyer? Sr. Buyer? Manager?Always aim to create value in the eyes of your customer.

TemplatesProgress chart – Upward arrow

Gize

summary

• Examine• What do you do better than the competition? • Where, when, why, who and how?• Research your target business

• Establish• Person to person introduction• Tradeshow• Web presence (site, social media)• Direct marketing / distribution

• Maintain • Share of mind, heart, wallet

• Reciprocal, reasonable lunches• Offer value added service• Identify improvements• Short term gain vs. long term benefit

TemplatesProgress chart – Upward arrow

Gize

exercise

Any Questions?Challenge: Create a LinkedIn Group

Viral Whisper.com - Presentation is for education use onlyBusiness Card Image: BriYYZ – Flickr | Boat Image: BriYYZ – Flickr | Board Image: Juhan Sonin  

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