B2B: How to Attract and Retain Profitable Customers
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Transcript of B2B: How to Attract and Retain Profitable Customers
PROFITABLE CUSTOMERS
B2B Four steps to the sole goal
Create Sales Protect Margins Build Market Share
Marketing’s goal isto attract and retain profitable customersNothing else matters
1. DIFFERENTIATE
2. SEGMENT
3. TARGET
4. TRACK
FOUR STEPS
DIFFERENTIATECommunicate your:•Purpose •Process •Promise
STEPONE
PURPOSEPROCESSPROMISE
SOME THINGS
C H A N G E
SOME DON’T LISTEN TO THE MAN
PURPOSEPROCESSPROMISE
1958:
WHATEXACTLY IS YOUR• Purpose who are you?
• Process what do you do?
• Promise why do you matter?
Insights: Differentiation
SEGMENTYour markets
• Influencers•Motivations
STEPTWO
InfluencersMany peopleinfluence business buying decisions.
Who are they?Insights: B2B Influencers
MotivationsMany reasons motivate business buying decisions.
What are they?Insights: Buying Motivators
TARGETActivities•Content•Buying Cycle•Channels
STEPTHREE
ContentContent must generate sales-creating trust.
Be relevant, be credible
WHAT CONTENT DOES• Connects the cycle• Convinces influencers• Concentrates on sales
CONNECTSCONVINCESCONCENTRATES
Buying CycleThe process that moves decisions forwards.
From ‘We’re interested’to ‘Where do we sign?’
Insights: Content that Sells
ChannelsSources of information used during the buying cycle.
Which are most trusted?
TRACKResults•Sales•Margins•That’s it...
STEPFOUR
Track Benchmark activity by linking it to achievement. Sales and margins are the only measurements.
PROFITABLE CUSTOMERSONE STEP AT A TIME
THE B2B BOOK
1. DIFFERENTIATE
2. SEGMENT
3. TARGET
4. TRACK
Purpose Who you are Process What you do Promise Why it matters
Decision Influencers
Buying Motivations
Content
Buying Cycle
Channels
Sales & Margins
CREATE SALESPROTECT MARGINSBUILD MARKET SHARE
OWN THE KNOWLEDGEGET THE BOOK