Marketing Communications Essentials: Business to … · Marketing Communications Essentials: Business to Business Marketing: The Basics March 2012 . Agenda I. ... goods or services

Marketing Communications Essentials: Business to Business Marketing:

The Basics

March 2012

Agenda

I. What is B2B Marketing?

II. Consumer vs. B2B Decision Makers

III. Messaging: Rational or Emotional?

IV. Key Steps

V. Discussion

What is B2B Marketing?

“The process by which one company sells

goods or services to another company.”

We would suggest, B2B is more than selling

B2B Marketing is Proactive

Design products and service customers want

Constantly improve the product or service to make it

more appealing

Sell benefits

Measure progress and fine tune offering

Consumer vs. B2B Decision Makers

Consumer Decisions:

How People Buy

Business to Business:

“Different Decision Makers”

Top

Management

B2B Decisions:

How Companies Buy

B2B Messaging

Emotional? Rational?

It’s Both.

Heart Mind How do I

justify how

I feel?

What do I feel?

Big Brands

Emotion + Technology

• Screen grab of website (needs to be

consistent with the ad we find…)

Don’t have piles of money lying around?

Getting Started

Key Steps

1. Define your targets.

Prioritize.

2. Understand.

3. Generate Ideas.

4. Build your first test.

5. Measure.

6. Refine and launch.

7. Keep learning.

1. Targets

Who do you need to reach? At what level of the

organization?

Prioritize.

2. Understand

What you believe may not be

what your target perceives.

Develop key messages.

Brand Story.

Heart Mind How do I

justify how

I feel?

What do I feel?

Define a Brand Story

• How did your business begin?

• What was the drive or inspiration for that

beginning?

• What do current customers think is special and

different about you?

FCEDA Brand

• We understand the decision making

process:

• C-levels consider emotional factors such

as lifestyle as much as rational facts

FCEDA Print

FCEDA Website

Brands Add Value

• Work across multiple audiences

• Differentiate

• Protect

• Are the “air cover” for sales

3. Generate Ideas

Bring different disciplines together,

early and often

Involve people of different ages,

backgrounds

Share learning and new

understanding

Sort ideas based on some

standard:

Mission

Brand

Value Proposition

Prioritize

• Select ideas in terms of:

– Effectiveness in reaching targets

– Cost within budget

– Connection and consistency

4. Build Your First Test

Create a “test” scenario that’s measurable.

Marketing tools tracked to URLs and other activity

Set goals.

Click thrus

Visits to website

Attendance to a seminar

Opt in email

Sales leads

Likes on Facebook

Engagement on Facebook

5. Measure

What worked?

Build Final Metrics

Benchmarking

ROI Analysis

Sales Leads

Digital Measures

Tracking Studies

6. Refine and Launch

Simplify

Messages

Tools

Channels

Launch with confidence

7. Keep Learning

Change happens

New competitors

New products

New media

Adapt

Be open to new ideas and media

Test – Learn – Launch

Accountability

Rocketts Landing

• Quality lifestyle community in Richmond, Virginia

• Two audiences:

– Empty nesters

– Young professionals

• Both groups seek a vibrant, connective community

• Differentiators:

– On the River

– Unique architecture

– Lifestyle

• Measurement

– Ongoing through Google Analytics

Website hits by URL Dates Visits Notes

Rockettsvillage.com 3/7 - 3/13 1,693 120% increase over week before campaign launched

Liveatrocketts.com 3/7 - 3/13 61 Radio traf f ic tags

Visitrocketts.com 3/7 - 3/13 428 Google

RockettsRVA.com 3/7 - 3/13 254 Facebook

RockettsontheJames.com 3/7 - 3/13 55 Other Internet banner ads

HomesatRocketts.com 3/7 - 3/13 6 Comcast

Discussion

Thank you.