In the world of B2B, you must get noticed before you can make the sale. This presentation talks about the best ways to quickly gain marketing awareness.

1. B2B Marketing
Market Awareness
Trumps Sales Skills
in B2B World

2. Does Your Market Know Who You Are?
Defining the Problem
 Earlier in my career, I was the
VP of marketing for a mid-size
software company.
 We termed our largest
competitors “gorillas” in the
marketplace.

3. Does Your Market Know Who You Are?
Defining the Problem
 The VP of sales used to say
that when we get invited to
the dance, we can beat our
large competitors.
 But too often, we don’t get
invited because prospects
don’t know who we are.

4. The Power of Name Recognition
 Big companies got the
business NOT because
they had better
products and
services…
 …but because they had
far greater name
recognition.

5. Market Awareness Lessons
 Potential prospects knew the “gorillas,” but
they did not know our company.
 Although our sales force was just as talented
and experienced, they could only win if they
had the opportunity to compete.
 A big part of our job was to create market
awareness, enough to get our products and
services onto the consideration list.

6. Market Awareness: Beyond Paid Sales Leads
 Not all sales result from a paid
sales lead.
 Ideally, a fair portion of your
revenue occurs because a
prospect finds you.
 In other words, they have market
awareness about you—they
know you exist and they have a
vague notion about what you
offer.
Sometimes, that’s all you need.

7. 11 Ways to Build Market Awareness
Here are some of the top free or low-cost ways
prospects can learn about you:
Referrals (the best source of all) … Press releases … Articles
Product review sites … Cyber mentions … Word of mouth
Organic web search … Industry analysts …
Community outreach … Reputation of your key staff
Social media

8. Reputation + Social Media = Wide Audience
Don’t overlook the power of the last two items:
 Reputation of your key staff - The known talent and
experience of your staff (especially executives) can
be leveraged to drive business.
 Social media - Similarly, a strong social media
initiative can get your name and brand position
disseminated to a wide audience.
Example: Fusion Marketing Partners and our clients, have both
generated significant revenue (and great new clients) by
making ourselves known through free social media sources.

9. Greater Market Awareness =
More Business Closed
 Bottom Line: Sales skills and lead generation (and
more) are important in marketing and sales.
 But market awareness is often the factor that
decides whether you even get a chance at the
business.
 Take action: Get yourself known. Get invited to
more dances. Close more business.

10. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280