Product2Market's guide to Business-to-Business Marketing

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Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]

The

Short Guide toBusiness2BusinessMarketingAndMaking it work

for youAn overview of thefundamental marketing tactics,which to choose and how tomake them work for you

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About the author:

Anthony Byrne,Managing Director

Anthony is a graduate of UCD

Michael Smurt School of business

and has fteen years Business

Development, Sales Management

and Business Management experi-

ence both in Ireland and the UK.

Prior to founding Product2Market

Anthony was involved in the start-up

and growth of two successful Irish

software companies selling into some

of the UKs biggest FTSE listed com-

panies. Before working in the

Software Industry, Anthony worked

within the Irish Media Industry.Anthony works very closely with our

clients helping them to achieve stra-

tegic goals by providing consultation

on Sales & Marketing, Market Entry

and Export Strategies.

Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected] 02


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OnlineMarketing

Marketing Consultancy

Email Marketing

Social Media Strategy

Website Content Audit

PPC Campaigns

OfineMarketing

Lead Generation

Event Attendee Management

Data Cleansing

Inbound Call Handling

Outline ofProduct2MarketServices

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In fact, we believe that the most

effective marketing strategies are

ones, which encompass a number

of marketing tactics, which cleverly

reinforce each other while sharinga cohesive and consistent message.

Over the last decade, how marketing

is done has changed immensely as

factors such as the emergence and

development of the Internet,

Globalisation and increased

consumer expectation due to higher

spending power have had an incred-

ible impact on how businesses target

and capture the attention of their

customers. This is especially true of

the Business to Business world.

The purpose of this e-Book is to

outline some of the most widely

used Business to Business marketing

practices available and to give the

reader pointers on how to implementsome of these strategies with

maximum effect.

Mark Zuckerberg (founder of social

networking site facebook) stated

in 2011 that he aimsnot to build a

platform but to be across all of them.

Product2Markets position is that no

one marketing strategy is the best

strategy to use, it is a combination

of tactics; which will get your name

out there.

Its 2012and theres moreways than ever tomarket yourbusinesss productor service to itsintended audienceboth locally andinternationally.

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What isB2BMarketing?

So, out with the old and in with the

new? No. Mix it up a bit- understand

what the options are then start

building a strategy.

This was because of less competition

in the marketplace, a more simplistic

approach due to less tactic options

and fundamentally- a focus on

relationship marketing (ensuring

loyalty and repeat business).

Essentially, having so many

marketing resources in 2012

has meant Business to Business

marketers have a less clear path

in terms of what is right, wrong and

going to bring the best results.

Business to Business marketing

differs greatly from Business to

Consumer marketing. This applies

to factors such as potential target

market size, value proposition

and consequently, decisions and

approaches used by marketing

managers.

In the past, Business to Business

marketers had a (more)

straightforward approach to winning

new business.

My denition of B2B Marketing is:

..atransactionbetweentwobusinesses.Transactionsmightbeservicessuchasconsultingwhereacompanyoffersitsex-pertisetoanothercompany.InbasictermsB2BMarketingiswhereonecompanysellsits

productstoanothercompany.

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What we mean by Direct Sales is a

companys Sales resources, which

contact the target market directly.

Whether following up on enquiries or

making cold calls your companys

sales people should be responsible

and accountable for growing their

pipeline and deals closed. Direct

sales people give your company

focused growth by hunting for leads

and opportunities.

Get insidetheir Mailbox

Direct mail, mail-shots, mailers.

Weve all heard, seen, read these as

theyve landed on our desk.

In todays Marketing world, the

Internet has affected the medium

used to deliver marketing messages,

which would have traditionally been

delivered through the Mail (Postal)

system. This has become a positive

for direct mail as a marketing method

as decision makers arent being

bombarded by endless mail- shots.

Less is more.

Catch themfor a meeting

Charles Browder (1958), president of

BBDO, quoted in James B. Simpson,

Contemporary Quotations 1964

Thereisnosuchthingassoftsell

andhardsell.

Thereisonlysmart

sellandstupidsell.

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8/13Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]

E-mail marketing holds some extra

tangible benets over its generational

forerunner.

1e-mail marketing allows compa-nies to market on a very large scale,

to a large audience in a large numberof locations.

2 because of clever innovations inthis space, e-mail marketing allows

its senders to track the effectiveness

with most established E-Mail Market-

ing systems by having the capabil-

ity of reporting on the receivers and

readers of a campaign.

While they aredoing somethingelse marketing

Did you know that in 2012 - checkingemail is most popular online activity

to engage in while watching tv? It is

also the most effectively adopted and

cost-effective marketing resource in

the Business to Business sector.

The best way to think about e-mail

marketing is to think of direct mail

delivered by email instead of the

traditional postal system. Used

correctly, e-mail marketing can be a

very useful tool which can offer very

signicant return on investment.

Its always worth considering that

the most effective use of a Sales

Persons time is closing deals with

the right type of prospect. This

means that marketing to generate

leads for Sales people to close is

key if you want to optimise a sales &marketing relationship.

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9/13Product2MarketSales and Marketing Agency | + 353 (01) 544 5775 | [email protected]

2Potential buyers who are notspecically looking for your type

of product/service - but using the

web as a tool of suggestion to this

segment can generate interest in amarket that wasnt specic sourcing

your company.

1Those searching for specic items.Using certain keywords, shoppers

look for specic items and suppliers

- ensuring your company appears

in search engines for terms/names

to your business is very important

if you want to harness the web.

Understating areas such as search

engine optimisation is keyto successful execution.

80%of internetusers have afacebook account

in 2012The Internet has connected all

sides of the world and made it much

smaller. It links people to people and

business to business.

Business uses the web to reach two

very different types of web trafc:

Youcantaskcustomers

whattheywantandtry

itgiveittothem.Bythe

timeyougetitbuilt,theyll

wantsomethingnew.

SteveJobs,CEO,Apple

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Know what to expect/set your targets

realistically- Having clear targets in

place will mean that you are working

towards something very specic andalways keeping the end in mind. A

short, medium and long-term strategy

will allow you to identify trends week-

ly, monthly and annually if carried out

correctly.

Using Analytics systems will mean

that you can clearly understand yourtargets and objectives in terms of

your marketing activity. This will also

mean you can make amendments to

your plan based on trends identied.

Resources- Are you a one-man

band or part of a multi-national

organisation? Do you have a 50 or

a 500,000 budget? Figure out howmany staff members, dollars in the

bank and additional resources are

available.

Know-how-Do you have the

expertise in-house to execute

campaigns? Theres no point in

making a plan to design a state ofthe art billboard if you dont have

designers in house to do it! Put it on

ice until you are ready or if you have

funds, talk to the experts!

Getting yourmarketing strategyrightSo you know the main optionsavailable to you - how do you

decide which to start with and howto execute them? Look at the past,

present and future - analyse and

quantify.

Market Research- Knowing whats

happening in the marketplace

especially with your competitors is

imperative. Figure out where theyare advertising and where their name

seems to be known. Once you know

what appears to be working for them

(and not working), this can help you

gure out what will work for you.

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Product2Market are here to help

if you would like suggestions,

ideas or just a second opinion

please reach out to us !

Most of the Business to Business

Marketing strategies adopted in

Business are a complete or subset

of what we have discussed in this

e-book. Whats very important is

to try and put yourself in the seat

of YOUR target market. A good

acid-test to ask yourself is if I were

in position of the target market, how

would I perceive my Company and

message?. This will ensure you are

looking at your strategy from both

sides of the fence!

I wish you well on your Marketingjourney and leave you with one last

factor to consider... as your target

market will always evolve, to stay

ahead of your competition make

sure you always alter your Marketing

message. As your position in the

marketplace changes, so should your

Company/Products message.

Increasingly,themassmarketingisturni ng intoamassofniches.

ChrisAnderson-

AuthoroftheLong Tail

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Product2MarketSales and Marketing Agency | +35315445775 | [email protected]

Additional B2BMarketing Toolsand Resources

http://www.hubspot.com/marketing-

resources/

http://www.marketingprofs.com/ http://www.irishmarketingjournal.ie/

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ContactProduct2Market www.product2market.ie

P:+ 353 (01) 544 5775

E:[email protected]

Second Floor

Suite 16, The Mall,Beacon Court,

Sandyford, Dublin 18.

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Product2Market's guide to Business-to-Business Marketing

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