Enterprise Ireland - eMarketing Event - Kilkenny - March 2017

1. The steps & principles which underpin
the development of best practice B2B
communications
Enterprise Ireland eBusiness Workshop
Kilkenny, 23rd March 2017

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

3. #1 Build a solid
communications foundation.
Clear, engaging, persuasive, comprehensive core
communications.
+
#2 Develop a successful,
sustainable set of marketing
activities.
Let your sweet spot prospects know you exist and stay
top of mind.

4. Your reward 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.

5. 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.

6. PRO Stainless - Before

8. PRO Stainless - After

10. Solgari - Before

12. Solgari - After

13. 13

14. Emisoft - Before

16. Emisoft - After

18. Cashbook - Before

20. Cashbook - After

22. Carey Glass - Before

24. Carey Glass - After

26. 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

27. 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

28. P’s
The table of content’s from this typical
P’s document gives some sense of the
scope of work in our first phase
‘Research, positioning & planning’.

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

30. 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:

31. 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:

32. Positioning
The lead attribute.

33. Value Proposition
What? Who? How?
How different? Value?

35. Personality
How do you look, sound and act?
Define the key facets of the
brand/company personality.

37. 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

41. Clarity &
simplicity

42. Simplicity is
the ultimate
sophistication
“
Leonardo da Vinci

43. 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

46. A clear construct

47. Engaging &
persuasive copy

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

59. Provide clear
next steps

62. Consistency
across all your
materials and
messaging

63. 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

69. You can now cut through the clutter, reach
anyone, anywhere and engage, educate,
excite and amaze.
Ed Field // 087 699 7068 // +353 61 620 147 ext 203
edfield@maverick-intl.com // maverick-intl.com