Secrets of powerful B2B communications
Enterprise Ireland eBusiness Workshop
Dublin, 27th Oct 2016

The effects…
Missing opportunities with existing clients.
Competing too much on price. Margins under pressure.
Poor lead-to-sale conversion rates. Huge time wasted on low return sales.
Inconsistent flow of high quality leads.
Struggling with recruitment.
Reduced team motivation.
Making unnecessarily hard work of business.
Less sweet spot customers.
Lower profitability.

#1 Build a solid
communications foundation.
Clear, engaging, persuasive, comprehensive
communications.
+
#2 Develop a successful,
sustainable set of marketing
activities.
Let your sweet spot prospects know you exist and stay
top of mind.

The path
1. Research – look in, look out (clients, competitors)
2. Defining foundations – P’s – Purpose, Positioning, Proposition, Personality
3. Planning – communications development plan
4. Visual – brand identity & visual style
5. Writing
6. Detailed specification - of all comms assets to be produced
7. Photography
8. Design
9. Production

Some key principles
1. Clarity & simplicity
2. Clear construct
3. Engaging & persuasive copy
4. Prove your statements and claims
5. Provide clear next steps
6. Consistency across all your materials and messaging

You can now cut through the clutter, reach
anyone, anywhere and engage, educate,
excite and amaze.

Our purpose is to help
smart, ambitious,
internationally focused,
B2B companies realise
their potential.
We do that by ensuring they have
everything they need in terms of
positioning, branding,
communications and sustained
marketing activities to realise their
ambitions.
Since 2005.
Team of 13.
Deep digital expertise.

Maverick Consultancy
Positioning, Value Prop Development,
Communications and Marketing Planning.
Maverick Brand & Comms
Brand development, copywriting, photography,
graphics, websites, sales materials.
Maverick Lead Gen
Semi and fully outsourced marketing
programmes.

The path
1. Research – look in, look out (clients, competitors)
2. Defining foundations – P’s – Purpose, Positioning, Proposition, Personality
3. Planning – communications development plan
4. Visual – brand identity & visual style
5. Writing
6. Detailed specification - of all comms assets to be produced
7. Photography
8. Design
9. Production

Purpose:
Why?
Why does the company exist?
How do you help? What difference do you make?
Today and for the next 20 years.

Our purpose is to help make telecom
networks stronger, smarter and faster.
We do this by driving innovation in telecoms connectivity.
Our purpose is:

To enable large organisations who use
ERP solutions to better automate and
manage high volume financial
transactions.
We do this by focusing our expertise and technology on supporting ERP
platforms which need more advanced AP, AR and Bank Rec automation,
functionality and control. We help create more intelligent, more automated,
more feature rich financial operations and thereby increase efficiency,
increase effectiveness and reduce costs.
Our purpose is:

Our purpose is to help smart, ambitious,
internationally focused, B2B companies
realise their potential.
We do that by ensuring they have everything they need in terms of
positioning, branding, communications and sustained marketing
activities to realise their ambitions.
Our purpose is:

Positioning

Proposition

Value Proposition:
What? Who?
How? Value?

Value proposition development
1. Challenge/need/pain for your sweet spot customers?
2. Ideal solution for them? (regardless of provider)
3. Your unique solution? (directly reflecting what’s above)
a) The need you fill spectacularly well?
b) For who exactly?
c) What you’ve got that makes this possible?
d) Key outcomes/value and proof of that?

Visual Style

Personality

Personality & Visual Style
Personality
What personality is true to your company and will resonate with your
prospects? How should you look and sound? Define it.
Visual style
Then develop a distinctive, fully developed visual style which reflects your
defined personality - logo, fonts, colours, graphical styling, images, tone of
voice.

Personality – Aubren – how should they look and sound?
- Trustworthy, heart in the right place, integrity
- Creative, innovative & progressive
- Open, approachable
- Collaborative
- Precise
- Capable - people & facility
- Specialists, experts

Visual Style

The path
1. Research – look in, look out (clients, competitors)
2. Defining foundations – P’s – Purpose, Positioning, Proposition, Personality
3. Planning – communications development plan
4. Visual – brand identity & visual style
5. Writing
6. Detailed specification - of all comms assets to be produced
7. Photography
8. Design
9. Production

Some key principles
1. Clarity & simplicity
2. Clear construct
3. Engaging & persuasive copy
4. Prove your statements and claims
5. Provide clear next steps
6. Consistency across all your materials and messaging

Clarity &
simplicity

Simplicity is
the ultimate
sophistication
“
Leonardo da Vinci

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

A clear construct

A clear construct
Main navigation on the new website will be:
Capability | Processes | Sectors | Projects
And secondary navigation will be:
About | Careers | News | Contact

Engaging &
persuasive copy

Proof
Prove your statements and claims. With
numbers, facts, testimonials, stories – and
ideally video testimonials.

Provide clear
next steps

Consistency
across all your
materials and
messaging

In all materials With the team
Website
Print materials
PDFs
Sales presentation
Proposal documents
Social media presence
Trade show stand
Signage in your premises
Vehicles
Packaging
All singing from the same hymn
sheet.
Especially:
- Management
- Sales
- Service
Fully and consistently brought
to life across all touch points

#1 Build a solid
communications foundation.
Clear, engaging, persuasive, comprehensive
communications.
+
#2 Develop a successful,
sustainable set of marketing
activities.
Let your sweet spot prospects know you exist and stay
top of mind.

The path
1. Research – look in, look out (clients, competitors)
2. Defining foundations – P’s – Purpose, Positioning, Proposition, Personality
3. Planning – communications development plan
4. Visual – brand identity & visual style
5. Writing
6. Detailed specification - of all comms assets to be produced
7. Photography
8. Design
9. Production

Some key principles
1. Clarity & simplicity
2. Clear construct
3. Engaging & persuasive copy
4. Prove your statements and claims
5. Provide clear next steps
6. Consistency across all your materials and messaging

You can now cut through the clutter, reach
anyone, anywhere and engage, educate,
excite and amaze.

Done right your return will be…
Retain and up-sell existing clients.
Protect and increase margins.
Increase lead-to-sale conversion rates. Reduce effort required.
Increase flow of high quality warm leads.
Improve recruitment and increase motivation.
Make easier work of business.
Open up to realise the full potential of the business.
More sweet spot customers.
Greater profitability.

Why not?

Ed Field // 087 699 7068 // +353 61 620 147 ext 203
edfield@maverick-intl.com // maverick-intl.com
Secrets of powerful B2B communications
Are you ready to
make the
transformation?
Your sweet spot prospects are waiting to hear from you!