B:B Marketing: What’s the Big Deal?

B:C = Direct to consumer

B:B = To your Customers

Customer

1. Marketing is all about the end

customer

B:B or B:C

Hyper Connected

Consumer

What is B:B Marketing 2. B:B involves Complex

Decisions and

Sophisticated Buyers

Significant Investment

Companies spend Millions

3. B:B Products

are Complex

The only way to consistently grow in B2B is

to be better than very good.

Seth Godin

4. Demonstrate Expertise

Content is King

5. Narrow Segmentation

Focus the Message to the Audience

6. Persona Marketing

Know your Buyer and their motivation

Buyers tell us…

What triggers their search

What they expect as a

result of this purchase

Why they wouldn’t make the decision

What they do to examine

options and choose

Which capabilities

they evaluate

So we know…

Who initiates this search,

plus why some are

not looking

Which benefits

matter most and how they describe that

outcome

What to say and how to overcome objections

Which is most critical and how to reach them

When to focus on

features and details that

resonate

©2014 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.

7. Relationship Marketing

8. Loyalty Matters

9. Deliver on the Brand

Promise

B:B Is an Emotional Decision

10. Innovate

INTEGRATED FOLLOW-UP & LEAD ROUTING

Integrated Marketing: Getting the right mix

Leads Opportunities Engagement Registrations Click Throughs Impressions Pipeline Progression

THANK YOU! Kathryn Ferguson Senior Directing of Marketing SAP North America ca.linkedin.com/in/katfergson @KathFerg

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