B2B Marketing Strategies for Knowledge Processing Industry
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Transcript of B2B Marketing Strategies for Knowledge Processing Industry
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• Cost Saving from Outsourcing Knowledge Processes
• Quality of outsourced services
• Earlier – Labor Arbitrage
Now – Intellectual Arbitrage
• Demonstrate service quality & delivery process
through proof-of-concept presentation
• Cost effectiveness and enhancement of value
to achieve sustainable growth during tough
economic conditions
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• Cross-Selling –
Selling services that are allied to the services that a customer
is presently using
Ex. A Life Insurance company suggesting its customer sign up
for car or health insurance
• Up-Selling
Selling additional services
Ex. Asking the customer to super size a meal or add cheese at
a fast food restaurant.
• This techniques allow marketer to capture greater
share of customer’s value chain
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• Ex. a marketer of database content services can bundle
the Search Engine Optimization (SEO) or taxonomy-
indexing aspects of content along with content provision
in attempt to cross-sell
• Alternatively, content provision for one domain can be
up-sold with services for other domains to the same
client
• popular in KPO segments such as insurance,
publishing support and strategic marketing
services.
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• Showcasing the intellectual capital to prospective client
community
• Creating information assets that would serve the client
community and disseminating them periodically
• Ex. Trend & research reports on outsourcing
industry, industry benchmarks, peer comparison
reports on prospects, white papers and fact sheets
• CONTENT MARKETING – delivering information
to prospects that will make them more intelligent
• Engage customers by providing relevant, high-
quality content
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• Objective is : of educating the readership
• More mediums – webcasts & webinars
• Promote confidence in service provider’s capabilities,
and build brand recognition as well as thought leadership
020406080
100
Preference to ReceiveCustom Content
Acknowledged the role ofsuch Content in making
Informed Decisions
Statistics supporting the use of content marketing and illustrating its potential in business
% of business decisionmakers
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• Showcase –
Understanding of prospect’s business & industry of operation
Challenges & risks in industry
Prospect’s value chain
Where the marketer’s solution can make the difference in terms
of efficiencies gained & revenue augmented
• Urges prospects to view price as investment
and understand the benefits of service offerings
from a prospective of long-term returns
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• Identify similarities/dissimilarities in the client’s process
in light of industry output
• Conceptualize offerings that could meet client’s
objectives
• Tools Used – Questionnaires, Scoring formats,
road mapping tools, business cases and value
chain analysis
• TCS has successfully implemented this marketing
strategy
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• Aspects that determine the success of outsourcing
engagement – i. How service provider replicates the staffing function
ii. The knowledge processes that can be de-coupled from client
facilities
iii. Technology & data-readiness of service-provider/client
iv. Readiness of client business unit to outsource
v. People & intellectual property related issues
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• Domain Expertise – Cost Effectiveness
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WNS, one of the largest KPO firms in India, outlines 4 core
tenets for marketing a KPO engagement –
1. Highlighting the revenue enhancement benefits of
engagement to the prospective customer
2. Presenting a strong business case
3. Enabling business unit to drive acceptance amongst
outsourcers
4. Ensuring a holistic view of KPO engagement
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• Marketing productivity – vital importance for sustaining
& growing KPO business
• Falsely projected information – as destructive as failing
to demonstrate the returns on KPO engagement
• Providing right information at right time –
significant to win the confidence and sustained
trust of client community
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