Secrets of powerful B2B communications| Ed Field - Maverick Marketing Enterprise Ireland - eMarketing Event - Kilkenny - March 2018

1. Pitch Perfect.
How to use best-practice B2B branding, communications and marketing to
speed your growth, especially in new markets.
Enterprise Ireland
Digital Strategies for International Markets.
Kilkenny, 21st March 2018
Presenter:
Ed Field, Managing Director, Maverick ( www.Maverick-intl.com )

2. Since 2005. Team of 13. See maverick-intl.com
Fuelling success for ambitious,
internationally focused B2B
companies and brands.

3. MarketingCommunications
+Strategy. Positioning. Branding.
Copywriting. Photography. Video.
Websites. Sales Presentations.
Content. ABM. Social. SEO. PPC.
Email. Display. Landing Pages,
Marketing Automation.
A powerful combination that’s driving extraordinary success in
the technology, industrial and professional services sectors.

4. Revenue generating programmes
30+ International B2B Clients
Professional Services
Centre of Project
Management (UL)
Target Sectors:
Engineering, Pharma, BioTech.
Construction, Healthcare, Gov.
Leading Edge Group
Target Sectors:
Healthcare, Medical,
Pharma .
University of Limerick MBA
Target Sectors:
Pharma, Medical, BioTech,
Manufacturing, Finance, Energy.
Industrial
Carey Glass
Target Sectors:
Architects, Glazing &
Building Contractors.
FloorTech
Target Sectors:
Pharma, Transport, Retail,
Food & Beverage, Auto.
Safety Storage
Target Sectors:
Pharma, Medical Devices,
Energy, Construction, Food.
Technology
Emisoft
Target Sectors:
Oil & Gas, Chemicals, Metals &
Mining, Pharma, Biotech.
Solgari
Target Sectors:
Healthcare, Fintech, Recruitment,
Financial Services.
ECAT
Target Sectors:
Transport & Logistics, Retail,
Facilities Management.

5. Pitch Perfect?

6. A standard of B2B branding and communications that
sparks extraordinary gains for an organisation.
Same business strategy, same product/service, same people
– but a very different result.
‘Pitch Perfect’

7. Amplified by digital

8. Through digital channels you can now cut through
the clutter, reach anyone, anywhere and engage,
educate, excite and amaze.
Opportunity

9. LSM

10. The Challenge
Production orientation to
marketing orientation.
From commodity to brand.
LSM

16. The impact.
Helps retain and up-sell to existing clients.
Protected and increased margins.
Massive reduction in sales effort required and huge reduction in time-to-close.
Increased flow of high quality warm leads. Increased lead-to-sale conversion rates.
Improved recruitment and increased motivation.
Making easier work of business.
Opening up to realise the full potential of the business.
More sweet spot customers.
Greater profitability.

17. You can now cut through the clutter, reach
anyone, anywhere and engage, educate,
excite and amaze.
Raise your expectations.
The standard of B2B branding and communications in general is low.
Few executives in B2B organisations have witnessed the impact of
anything close to a ‘Pitch Perfect’ communications.
Expectations are low. So re-set, forget what you know.
Expect this:

18. When a sweet prospect who has never heard of your brand
lands on your website, be it the homepage or any other
page, there is an immediate, less than one second, very
positive first impression made, consciously and sub-
consciously. You’ve immediately begun to build trust and
you’ve sparked interest, they are ready to explore more.
1-second impact

19. When the prospect explores a little further, for example on
your website, you are hitting on all their key touch points. All
perfectly tuned to their perceptions, needs and concerns –
trust is building further, they are more and more impressed,
they are really excited that you have exactly what they need,
they take the next step. .
60-second engagement

20. The Challenge
Needing sharper tools to
break new markets
Carey Glass

28. How do you score?

29. Average 3/10
From 300+ companies examined.
1 in 10 score a minus.
Vast majority overate the standard of their branding and comms.

30. So why not?

31. ⎼ Don’t see the need, don’t understand the opportunity
⎼ Low ambition
⎼ Poor experiences with previous communications projects & providers
⎼ Looking for quick fixes e.g. a new website
⎼ It’s hard. Get 50 ducks in a row – many aspects, needs many talents
⎼ Few providers in B2B space, fewer still to deliver all that’s required
⎼ Requires investment
⎼ Takes time
Why not?

32. The Challenge
Break new ground and
internationalise
Emisoft

36. There is a way…
5 phases
20 key steps
4 guiding principles

37. The Path to Transformation
Research & Understand
Clarify, Define & Plan
Develop Ingredients
Produce & Roll-out
Refine, Develop & Amplify
3
2
1
4
5

38. 1. Deep understanding of the company, offering, customers,
competition and market.
Research & Understand

39. 1. Clarity on, and extensive material for, the fundamental facts: what you
do, for who, how you do it differently, the value delivered, the proof.
2. Clear Purpose – People first engage with ‘why’ you do what you do, not
‘what’ or ‘how’. A clear purpose, for an organisation or brand,
underpins the development of effective communications. A purposeful
company/brand is a more powerful one.
3. Clear Positioning - What to own in the prospects mind. What’s the lead
attribute you can be and want to be known for?
Clarify, Define & Plan

40. 4. Personality defined - how you look, sound and act – true to the
company/brand and resonating with your sweet spot prospects. This
definition will direct the development of your visual style, tone of voice,
images etc.
5. Distill all into a succinct Value Proposition. A statement which explains
what benefit you provide (what problem you solve) for who and how you
do it uniquely well. It explains, in your niche, why you’re distinctly better
than the alternatives. The value prop is a distillation of the facts and is
aligned with your purpose.
Clarify, Define & Plan

41. 6. Clear Construct - what are the parts and how do they work together,
crucial for clear website navigation. Customer centric, not company
centric.
7. Full, succinct, clear Plan for brand and communications development.
Defining: what’s to be produced, who does what, the roadmap,
timeline, investment required. Include an outline, 1 or 2 page, website
plan.
Clarify, Define & Plan

42. 1. Right brand identity
2. Well developed, distinctive visual style
3. Clear, compelling, complete copy – from lead message to deep body copy
4. A bank of photographs to illuminate your communications, may also need
icons, explainer graphics, illustrations and video
Develop Ingredients

43. 1. Create all key sales supports; website, sales decks, proposal templates,
any print materials, trade show stand or other.
2. Complete roll-out of revised brand identity (if it has been changed).
3. On-boarding your team, especially client facing people, with your clarified
positioning, pitch, personality and messaging.
4. Switch over – one day where all the old goes, and all the new comes in.
Produce and Roll-out

44. 1. Refine all fundamentals overtime.
2. Add more detail, especially more stories and more proof (video with
client interviews if possible).
3. Ensure all stays on-brand. All experiences, all touch points, all
messaging, all people, all materials are kept on-brand. Inconsistency
undermines trust (both consciously and sub-consciously).
4. Ensure your marketing activities are getting your message in front of
your sweet spot prospects.
Refine, Develop & Amplify

45. The Path to Transformation
Research & Understand
Clarify, Define & Plan
Develop Ingredients
Produce & Roll-out
Refine, Develop & Amplify
3
2
1
4
5

48. 4 Key Principles

49. 1. Clarity – Clearly understanding makes for a solid foundation.
2. Simplicity – People are busy. You might only have a moment to be
noticed, a few seconds to make a positive first impression, and a few
minutes to inspire action. Keep it simple.
3. Depth – Empower your audience. Answer all their questions, give them all
they need. Open up, share.
4. Consistency - Inconsistency undermines trust, both consciously and sub-
consciously. Ensure all experiences, all touch points, all messaging, all
people, all materials are on-brand.
4 Key Principles

50. Simplicity is
the ultimate
sophistication
“
Leonardo da Vinci

51. Simple can be harder than
complex: You have to work
hard to get your thinking
clean, to make it simple. But
it’s worth it in the end because
once you get there, you can
move mountains.
“
Steve Jobs

52. 1. Clarity – Clearly understanding makes for a solid foundation.
2. Simplicity – People are busy. You might only have a moment to be
noticed, a few seconds to make a positive first impression, and a few
minutes to inspire action. Keep it simple.
3. Depth – Empower your audience. Answer all their questions, give them all
they need. Open up, share.
4. Consistency - Inconsistency damages trust, consciously and sub-
consciously. Ensure all experiences, all touch points, all messaging, all
people, all materials are on brand.
4 Key Principles

55. Talent Required

56. ⎼ Psychology
⎼ Investigation and seeing
⎼ Re-thinking, clarifying, re-shaping
⎼ Ability to craft top level messaging and write body copy
⎼ Visual design
⎼ Usability (especially for website)
⎼ Photography & Videography
⎼ Technical (especially advanced website coding)
All above tuned to and expert in the B2B space.
All above working as one.
Talent Required

57. Implementation pointers
Engaging Copy – clear, relevant, true, human, digestible
Proof – testimonials, stats, case studies
Clear Next Steps – multiple options, make it easy

58. Engaging Copy
Clear, relevant, true, human, digestible

59. // Engaging Copy

60. // Engaging Copy

61. // Engaging Copy

62. // Engaging Copy

63. // Engaging Copy

64. Proof
Testimonials, stats, case studies

65. // Proof

66. // Proof

67. // Proof

68. // Proof

69. // Proof

70. // Proof

71. Clear Next Steps
Multiple options, make it easy

72. // Clear Next Steps

73. // Clear Next Steps

74. // Clear Next Steps

75. // Clear Next Steps

79. A standard of B2B branding and communications that
sparks extraordinary gains for an organisation.
Same business strategy, same product/service, same people
– but a very different result.
‘Pitch Perfect’

80. The Path to Transformation
Research & Understand
Clarify, Define & Plan
Develop Ingredients
Produce & Roll-out
Refine, Develop & Amplify
3
2
1
4
5

81. The impact.
Helps retain and up-sell to existing clients.
Protected and increased margins.
Massive reduction in sales effort required and huge reduction in time-to-close.
Increased flow of high quality warm leads. Increased lead-to-sale conversion rates.
Improved recruitment and increased motivation.
Making easier work of business.
Opening up to realise the full potential of the business.
More sweet spot customers.
Greater profitability.

82. Pitch Perfect.
How to use best-practice B2B branding, communications and marketing to
speed your growth, especially in new markets.
Enterprise Ireland
Digital Strategies for International Markets.
Kilkenny, 21st March 2018
Presenter:
Ed Field, Managing Director, Maverick ( www.Maverick-intl.com )