Paul Everett, The Marketing Practice +44 (0)1235 833233 peverett@themarketingpractice.com www.themarketingpractice.com Emma Jones, Enterprise Nation +44 (0)7899 871698 emma@enterprisenation.com www.enterprisenation.com

a better way to engage with small businesses

We’re proposing a new way for large enterprises to understand, reach and influence the small-business market. Within a space of three months, we can help you to:

• The UK’s most active small business network: over 59,000 small business members

• With a weekly newsletter distributed to 63,000+ people

• And a social media following of 41,000+ people and businesses

Enterprise Nation brings:

• Unique insight and access to the audience

• A range of new ways for corporate organisations to engage with the small business community

• Compelling content creation, regular media coverage and an expert team

• The most-awarded agency at the 2013 B2B Marketing Awards

• Working with clients like AXA Wealth, O2, Canon and the BBC

• From proposition creation through to data/CRM transformation and ingenious campaigning

The Marketing Practice brings:

• A results-driven approach to planning and delivering integrated marketing programmes

• Innovative ideas and creative flair – using channels and activities we know will work

• The market research and data management skills to change the way you talk to clients and prospects

A case in point: doubling responses for AXA Wealth

Gain a better, deeper understanding of the

small-business market

Build a targeted campaign plan taking advantage of new

ways to influence the audience

Put in place an approach to managing marketing data that

doubles response rates

Create more valuable ways of segmenting your customer

and prospect base

Develop your differentiated proposition to key market segments

• Identifying best groupings of customers and prospects

• Developing compelling messaging and propositions

• Consolidating 1,000,000+ records into a single CRM and marketing system

• Doubling email communication response rates overnight

• Building and executing an annual plan that exceeded the target number of prospect acquisitions

A new approach – in partnership – from:

www.enterprisenation.com

January to December 2014

OpportunitiesFor sponsors of Enterprise Nation

Enterprise Nation is the UK’s most active small business network. We help people turn their good ideas into great businesses. We do this online, in print and in person, and through funding opportunities. We also represent the views of UK small businesses to government.

Enterprise Nation community

• Membership of 59,000+ small businesses

• 41,000+ social media following

• Weekly newsletter distributed to 63,000+ • Circa 60% of members are female, aged between 35 – 44, with majority based in London & South East

• 42,000+ monthly unique visits with 2 minutes average time spent on the site

• 70% of Enterprise Nation members start and grow their business from home

Enterprise Nation members are tech-savvy, ambitious for growth, and keen to be part of a community that informs and inspires. These small businesses and micro-enterprises are investing in products from software and tech to office supplies. They like to be engaged by any potential supplier; to create a relationship with the brand before or after buying from the brand.

There are opportunities for you to engage with the Enterprise Nation community and be part of a dynamic small business scene. This document offers an outline of key activities in 2014. To discuss sponsorship, please contact:

Emma Jonesemma@enterprisenation.comT. 07899 871 698

One -o� campaigns

CRM Sales data30,000 contacts

Industry data sources

and feeds

Email systemover 1,000,000

records

Customer research and analysis

Customer surveys and analysis

Sales data analysis(best customer characteristics)

Sales process analysis

Broader market research and competitor analysis

Segmentation models

Messaging matrix

SAS analytics

Campaign plan

De-dupe and clean

Who to talk to?

What mechanism?

How to personalise?

How to score?

SFDC (CRM system)

On-going campaign execution

Reporting

Response tracking

Contact history tracking

Existing customer and prospect data

Behavioural Demographic

Email campaign management

Online tracking

Single view of each contact

Personalisation Campaign history Behaviour Next best action

Voice to government: Enterprise Nation represents the views of small business to government through regular meetings with policy makers and special advisers. The company also delivers government projects, currently a marketplace which forms part of a £30 million Growth Vouchers programme and a pledge platform, GREAT: Business Exchange to enable big companies to pledge projects they are running to help small businesses prosper.

Example approach to analysing and segmenting markets, building propositions and plans, and executing ongoing campaigns:

Paul Everett, The Marketing Practice +44 (0)1235 833233 peverett@themarketingpractice.com www.themarketingpractice.com Emma Jones, Enterprise Nation +44 (0)7899 871698 emma@enterprisenation.com www.enterprisenation.com

transform your approach to the small business market

Any or all of the below elements may be relevant – our starting point is to work with you on which ones we believe will have greatest impact most quickly…

Customer insight

• Apply our market insight to your strategy and objectives with immediate benefits for your plans

• Review any existing research or undertake new research to identify unmet needs, gauge the success/appeal of a new proposition, validate messaging etc.

• Undertake competitor analysis – what are they saying, where are they winning?

Data analysis and segmentation

• Review current customer base and sales process (who is buying, what, how and why?)

• Understand how this relates to the prospect universe (with insight into the potential size of various markets)

• Review any current segmentation models and their effectiveness

• Identify of the most (and least) valuable customer and prospect segments

• Profile and segment the data based on demographic or behavioural factors

Campaign creation and sales/channel enablement

• Recommend new and/or overlooked opportunities to reach and influence the market

• Set marketing targets that map back to overall business objectives

• Develop creative ideas based on sound insight to ensure cut through with the audience and deliver lasting brand/reputation improvement

• Plan the right mix of direct, inbound, channel and sales enablement activities

Data strategy and management

• Audit (and enhance) current organisational and contact data

• Migrate disparate data sets into one master database

• Implement improved CRM/marketing automation to track audience responses and allow for personalisation of ongoing communications

• Ensure plans are in place to manage data from various sources (inbound activity, social media etc.)

Campaign management and reporting

• Ensure the joined-up execution of campaigns across various activities and channels

• Use technology from marketing automation to social media monitoring and management tools

• Maintain the strength and clarity of the core propositions – not diluted

• Tracking and dashboard reporting feeds back into ongoing campaign optimisation

Your small business market

strategy

Proposition development or refinement

• Apply customer insight to develop or refine the proposition

• Build a comprehensive and usable proposition pack (with versions for internal, sales team, partner and customer audiences)

• Test with the market

• Develop the campaign and sales messages that will resonate with different audiences