Enterprise Ireland - eMarketing Event - Dublin - October 2015

1. Secrets of powerful B2B communications
Enterprise Ireland eBusiness Workshop
Dublin, 22nd Oct 2015

2. Nature of international B2B sales
has changed dramatically in last
10 years.

3. What is the right response?

4. Branding, communications
and marketing partner to
internationally focused, B2B,
SME’s.
Since 2005.
Team of 10.
Deep digital expertise.

5. Raise your
expectations.

6. Expect your marketing
and communications to
engage and move people
I feel excited; you are exactly what we need.
I feel I can trust you; clear, competent, specialist, established.

7. Need some very
high-end stainless
steel work?

10. Need an enterprise
auditing solution?

13. Need to automate
communications
between your ERP
and the banks?

16. Need to streamline
compliance work and
reduce risk of non
compliance?

19. Need a capable,
dependable plastic
packaging provider?

22. Want to maximise your
career potential?
Thinking about an MBA?

25. Need a bespoke
chemical storage
solution?

28. 4things you need
to create
communications
which can move
people

29. 4things you need
Clear, comprehensive, engaging content
Clearly defined position & plans
An appropriate visual style
All 3 consistently and fully brought to life
across all touch points
//
//
//
//

30. Purpose
Value Proposition
Personality
#1 Clearly defined position & plans
//
//
//
//
//
Plan for development of your communications.
Plan for development of marketing activities.

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

32. Our purpose is:
To help our clients stay compliant
with relevant laws and regulations.
We do this by making them aware of all regulations that currently
apply to them, alerting them to changes, helping them see how
they need to respond to these changes and helping them quickly
and easily check and demonstrate compliance.

33. 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:

34. To help organisations improve their
performance and increase their profits
We do this by applying……
Our purpose is:

35. Value Proposition:
What? How?
Who? Outcome?

36. Value Proposition – development & structure
1. Challenge/problem/need
2. Ideal solution (regardless of provider)
3. Your solution
a) What?
b) For who?
c) How? How is this uniquely different?
d) Key features? (incl. benefits of each feature)
e) Key outcomes/value

37. Personality
Personality?
What is the personality of the company? Define it.
Define traits and values. Describe how you act, how you sound.
What personality is true to you and will resonate with your prospects?

38. Purpose
Value Proposition
Personality
#1 Clearly defined position & plans
//
//
//
//
//
Plan for development of your communications.
Plan for development of marketing activities.

39. Logo & Graphical Style
Fonts & Colours
Type & Style of Images
#2 Visual Style
//
//
//
Reflects your defined personality.

41. #3 Clear, comprehensive, engaging content
Elements What you’re doing
e.g.
The offering
The value
The proof
Your story
Your people
Your ideas/thinking
Pitching
Tell stories
Providing facts
Explaining
Guiding
Teaching
Persuading
Moving to next step
Using
Words
Explainer graphics
Icons
Illustrations
Photos
Video

53. How you can use photography..

54. #3 Clear, comprehensive, engaging content
Elements What you’re doing
e.g.
The offering
The value
The proof
Your story
Your people
Your ideas/thinking
Pitching
Tell stories
Providing facts
Explaining
Guiding
Teaching
Persuading
Moving to next step
Using
Words
Explainer graphics
Icons
Illustrations
Photos
Video

55. 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
#4 Consistently and fully brought
to life across all touch points

57. 4things you need
Clear, comprehensive, engaging content
Clearly defined position & plans
An appropriate visual style
All 3 consistently and fully brought to life
across all touch points
//
//
//
//

58. Common pitfalls

59. Value proposition unclear?
Everything will be unclear.

60. Fuzzy construct
Need a clear, logical construct for your total offering.

61. Industries & Applications Product type Delivery Product
Construction
Stabilise soil Quick Lime Bulk Tanker Clayfix
Increase durability of asphalt Hydrated Lime Bulk Tanker & 25kg bags Duralime
Manufacture of lightweight concrete blocks Quick Lime Bulk Tanker Ecolime P
Increase workability & durability of mortars &
plasters
Hydrated Lime Bulk Tanker & 25kg bags White Rhino Hydrated Lime
Agriculture & Horticulture
Increase crop yields Quick Lime 1.5 ton pallets Growmax
Protect animals (sanitation)
Hydrated Lime/Agri
Lime
1 ton sacks & 25kg bags
(25kg bags are a more
potent product)
White Rhino Hydrated Lime
Deactivate Brucellosis Hydrated Lime Bulk Tanker White Rhino Milk of Lime
Control Foot & Mouth Hydrated Lime Bulk Tanker White Rhino Milk of Lime
Industry
Refining Mineral Ore Quick Lime Tipper Truck TBD
Processing Paper & Pulp Quick Lime Tipper Truck & Tanker TBD
Fluxing Agent for Steel Production Quick Lime Tipper Truck TBD
Sugar Refining Quick Lime Tipper Truck TBD
Environmental
Drinking Water Treatment Hydrated Lime Bulk Tanker & 25kg bags Hydrapure
Waste Water PH Correction Hydrated Lime
Bulk Tanker or , 400kg sacks
& 25kg bags
Now called: HydraPhix
Waste Water Phosphorus Precipitation Hydrated Lime
Bulk Tanker, 400kg sacks &
25kg bags
Now called: HydraPhix
Flue Gas Desulphurisation Quick Lime Bulk Tanker
Ecolime, Ecolime P, Ecolime
G
Flue Gas Scrubbing Quick Lime Bulk Tanker
Ecolime, Ecolime P, Ecolime
G
Sanitising Sludge Quick Lime
Bulk Tanker or 1.5 ton Sterilime & Sterilime
Clarifying an industry,
application, product,
delivery method,
product name
construct.

62. You got the proof?
Prove everything - your values, your difference, your results
With stories, testimonials, facts/stats - ideally video testimonials
//
//

69. So what now?
What do I do next?
What will happen?
An appropriate selection of ‘calls to action’, all
clearly explained. And keep persuading!

74. Common pitfalls

75. What does it take?

76. MD’s sees the need &
leads the way
Commitment

77. There is a way
A programme to follow and rules for each step.
Principles

78. For MD, senior team &
project manager.
o Workshops – answering questions
o Creating raw content
o Reviewing, reflecting & providing feedback
Work

79. 6 months+
Time

80. Marketing Director +
Researchers, planners, copywriters, photographers, graphic
designers, print designers, web designers, website builders,
marketing specialists.
Talent

81. How much?
Depends on standard of current content, complexity
of offering, level of detail, scale of outputs.
Cash

82. Develop a set of proven
marketing activities

83. Content marketing
Search marketing
2most successful B2B
marketing tactics.
//
//

85. Search Marketing // “Chemical Stores” (UK)

86. Search Marketing // “IBC Storage” (UK)

87. Content Marketing

88. Content Marketing

90. See the need?

91. What do you do now?

93. Ed Field
087 699 7068 // +353 61 620 147 ext 203
edfield@maverick-intl.com // maverick-intl.com
Unlock your potential