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Practical B2B Marketing for AceTech Ontario
1. PRACTICAL B2B MARKETING
ACETECH ONTARIO
POWER SESSION
April 20, 2012
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com
2. OBJECTIVES
1. Share experience on practical B2B marketing –
how to get it done in companies with limited
resources
OBJECTIVES
2. Provide case studies and the opportunity for
FOR TODAY discussion among members
3. Deliver 2 – 3 immediately useful tools and
actionable takeaways
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 1
3. MY BACKGROUND
• 16 years in B2B
• Started The Mezzanine Group in 2001
• Consult and manage marketing for more than 200 companies
over last 12 years
• Fortune 500
MY BACKGROUND • Small and mid-sized (pre-revenue to $150M)
AND THE INPUTS
TO TODAY’S
DISCUSSION • Data from over 5000 companies
(Forrester, MarketingProfs, Aberdeen Group)
• Upcoming book on B2B marketing
The Practical Guide to B2B Marketing. Everything you need to
know to make marketing actually work for your B2B company
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 2
4. YOUR VIEWS
Which functions can impact success in next 12 months? What are your top 3 marketing goals for this year?
How much marketing relative to having no constraints? Who is responsible for marketing strategy and planning?
Avg. = 4.9
30%
24%
21%
15%
9%
Employees: Avg.104, Range 1 – 1500 | Marketing budget: Avg. $282k, Range $10k - $2M n = 33
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 3
5. CHALLENGES
“We spent $250,000 on marketing
THE MARKETING
CHALLENGE IN last year and I feel like what we
SMALL AND
MID-SIZED B2B got from it was a bunch of pens
COMPANIES
with our logo on them.”
~CEO of a $5M software company
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 4
6. A BETTER WAY
Main Focus Today
1. Strategy
4 STEPS TO
EFFECTIVE 2. Tactics
MARKETING IN
B2B COMPANIES
Secondary Focus
3. Implementation Resources and
Management
4. Measurement and Refinement
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 5
7. PRACTICAL B2B
MARKETING STRATEGY
4 Ps - Product, Price, Place, Promotion
(up in the air – good at 30,000 ft)
On solid ground: Target Market,
Value Proposition and Messages
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 6
8. TARGET MARKET
1. Deep understanding of buyers:
• who they are – role, industry, company type
KNOWING YOUR • their pains and priorities
TARGET
MARKET AND
• how they make decisions
WHAT MATTERS • how they get information
TO THEM
2. How to do this:
• Sales, management and customer service
team as a starting point
• Customer research (blind if possible)
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 7
9. DEFINE YOUR TARGET MARKET
• Looking for opportunities
• Actively looking for and
Director of
Engineering
to improve energy
Managers open to ideas
Innovation
efficiency
KNOWING YOUR • Company culture
• Solutions must not
TARGET encourages innovation
impact systems
MARKET AND • Have a network of
WHAT MATTERS • Read trade journals and
innovators they rely on
TO THEM are part of various
for information
industry associations
Priorities:
• NO IMPACT ON
PROCESS
Priorities:
• ENERGY
• INNOVATION
OPTIMIZATION
• NEW TECHNOLOGY
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 8
10. VALUE PROPOSITION
95% of CEOs define their value proposition through
WHY SHOULD I these factors:
DO BUSINESS
WITH YOU?
• Good Cust’r Service • Knowledgeable staff
• Quality • Consistent management
• Reputation • Responsiveness
• Good results • Innovativeness
• Our employees • Trust
Jaynie Smith, Creating Competitive Advantage, 2006
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 9
11. VALUE PROPOSITION
A better value proposition is specific, quantified
and objective:
• After switching to our process, customers report an
WHY SHOULD I average 25% boost in productivity.
DO BUSINESS • Our clients often experience double-digit growth within
WITH YOU? 6-12 months of implementing our process.
• We stay on budget 95% of the time
• Developers’ sales ratios rose by 35% after using our
firm
• Our average client saves a minimum of 30% on total
occupancy and design costs
• Our employees have a minimum of 15 years’
experience, twice that of our nearest competitor.
Jaynie Smith, Creating Competitive Advantage, 2006
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 10
12. CHOOSING THE RIGHT
MARKETING TACTICS
IN A SEA OF
OPTIONS, WHICH
MARKETING
TACTICS
SHOULD YOU
USE?
3 GUIDELINES
Chart courtesy of Peter
Evans, speakerfile
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 11
13. WHAT STAGE ARE YOU
P1 P2 P3
Focus:
Brand Building
GUIDELINE ONE -
Focus:
DIFFERENT
Revenue
Awareness and Lead
TACTICS ARE Generation
Growth Gap
EFFECTIVE AT between a B2B
DIFFERENT Marketer and a
non-Marketer
STAGES Focus:
Marketing Basics,
Sales Support and
Product Development
Time
Conceptual
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 12
14. WHERE IS THE ROI
GUIDELINE
TWO – CUSTOMERS
Start with the Existing New
highest ROI and
work down the
PRODUCTS / SERVICES
New
list from there –
highest ROI is
not usually where
2 # 4 ROI
you think it is
Existing
#1 ROI 3
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 13
15. INTEGRATE TACTICS
GUIDELINE No B2B marketing tactic is a silver bullet. Each
THREE–
one is stronger when used with others.
INTEGRATE
Situation A:
• $15,000 Tradeshow investment
• Booth, staffed 3 days, take cards, sales follow ups
• 45 leads; 4 deals within 6 months @ $20k each
• $80k new sales (ROI 433%)
Situation B
• $15,000 Tradeshow investment – same as above
• $8,000 content / tool investment (case studies,
demo video, webinar)
• $4,000 coordination investment –
• Pre-show email campaign, at-show scheduled
meetings, post-show lead nurturing campaign
• 65 leads, 9 deals within 6 months
• $180k new sales (ROI 567%)
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 14
16. IT’S ALL ABOUT CONTENT
Which content tools do you use?
Sales collateral
Industry presentations
n = 33
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 15
17. WHICH TACTICS
How many Acetechers use the following tactics?
The 3:1 Rule
Exert 3 times as much
effort promoting your
content as you do
creating your content.
n = 33
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 16
18. WHICH TACTICS WORK BEST
Marketing Profs
2012 Study
AceTech respondents indicating tactic is ‘Very Effective’
29%
26%
20%
19%
13%
16%
13%
n = 1745
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 17
19. CASE STUDIES
General Tips:
• Vital for demonstrating track record in B2B
• More than 1 case study needed
• Aim for 3 – 8, choose based on:
• biggest / most impressive customers
• best business results – $, %, and #
DEVELOPING • marketing goals – messages, industries
AND USING • Framework: Customer, Challenge, Solution, Results
CASE STUDIES • 1 – 2 pages, standard format for all
• Testimonials, customer logo, snappy title
• Getting them done:
• Ask permission of client
• Do interview (30 – 60 mins)
• Create draft and review with client
• Graphic design
• Pay sales rep $500 to get them done
• Above all else, use them:
• Sales support, website (not gated), industry presentations, webinars,
articles, email campaign or newsletter.
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 18
20. PUBLIC RELATIONS
Tips:
• It’s gShiftLabs’ secret weapon
• Integrate with other tactics (SEO, PPC, shows, speaking, etc)
• Set goals up front and make a plan
• Write a blog first and include backlinks to your main site
• Send blog to industry blog sites – get pick up
GETTING AND • Distribute blog to email subscribers
GROWING PR • Write a whitepaper / other content
• Promote it via paid
• 1 – 2 weeks later distribute optimized
press release through PRWeb and industry 2000+ leads
database. Include backlinks to site.
• Use gShift to track metrics
• Results:
• 1405 downloads, 26,000 impressions for
press release, 2000+ leads
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 19
21. FUNDING
Export Market Access www.exportaccess.ca
• $30K grant (50% of expenses) for international trade shows. Can get
twice a year
• 5-500 employees, revenue over $500K, be incorporated for at least 2 years
• Must get acceptance before you spend any money
IRAP – ARP (talk to your ITA)
• $50k grant (up to 75% of 3rd party expenses and 100% of internal labour)
• Market research, competitive intelligence, feasibility study, implementation
GOVERNMENT CME SMART Prosperity Now www.cme-smart.ca
FUNDING • $75K grant (or 33% of expenses) for international marketing,
foreign market orientation
• Min 15 employees, incorporated at least 2 years, have manufacturing
operations in Ontario
Going Global Innovation www.tradecommissioner.gc.ca/eng/science/going_global.jsp
• $75K grant (75% of expenses) to explore int’l collaboration to bring a new
product to market
• Science, technology and innovation companies
• Sales less than $50M, less than 500 employees
Small Business Internship Program www.ic.gc.ca/eic/site/sbip-pspe.nsf/eng/home
• 12-week ($10K max) wage subsidy to hire intern to help with
online marketing
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 20
22. MARKETING BUDGETS
Marketing Budget as a percentage of Budget Allocation
gross revenue, including personnel:
Average spent on Marketing:
<50 employees 50 – 499 employees 500+ employees
$263k $1.2M $15.6M
• Companies with a direct sales model spend less than those with a mixed distributor / direct model
• Companies who have a pure B2B model spend less than those who have a B2B2C model
2012 B2B Marketing Benchmark Report (Marketo and MarketingProfs)
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 21
24. TOOLS
GWABBIT 99DESIGNS
Grabs contacts from Hosts contests to get high
email address blocks and quality graphic design
converts them to Outlook (logos, websites, templates)
contacts. $20 download. at great prices.
Starting $295.
www.gwabbit.com www.99designs.com
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 23
25. TOOLS
GSHIFTLABS HUBSPOT
Web presence optimization Blog, landing pages, lead
software – SEO, nurturing, SEO, analytics.
competitive insights, Starting $750/mo.
keyword strategies,
analytics & more. Starting
$99/mo.
Grade effectiveness based on 50 var’s. Free.
www.gshiftlabs.com www.hubspot.com
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 24
26. TOOLS
HOOTSUITE COMPETITRACK
Manage your social media Advertising and
accounts through one spend tracking.
platform. Free | $6/mo. Per ad pricing.
www.hootsuite.com www.competitrack.com
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 25
27. TOOLS
MENTORWORKS VIRTUAL TRADE
COMMISSIONER
Information and support Research and sales
for government funding support for export
programs. markets.
http://www.tradecommissioner.gc.ca/eng/
www.mentorworks.ca virtual-trade-commissioner.jsp
130 Spadina Ave, Suite 305 | Toronto, Ontario M5V 2L4 | 416.598.4684 | www.themezzaninegroup.com 26