MCG - How to make Marketing Sexy
36
Make B2B Sexy Vistage CEO’s
Transcript of MCG - How to make Marketing Sexy
Make B2B Sexy !Vistage CEO’s
#MakeB2BSexy | [email protected] | Bre? Schklar | 303.325.7423
Today’s ONE THINGSEXY
=
ATTRACTION
x
MICROTARGETING
Today’s Take-aways• Understanding the rules of
attraction
• People buy, companies don’t buy
• Methodology for implementing the rules of attraction
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
The brand’s long-term goal or guiding principle.
This should be a short, memorable and punchy
statement that communicates in simple terms
where you want to go, not necessarily how you will
get there.
The Vision
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
A statement that describes who the brand is for,
what the brand’s value proposition is and why we
should believe that value proposition. This
statement sets the tone.
The POSITIONING
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
Positioning:
What?A full service B2B marketing firm
Why?To others, B2B is boring, drab, and something you can’t
write home about. To MCG, B2B marketing is the
sexiest thing alive!
Who?For businesses in the B2B marketplace focusing on
technology, energy & manufacturing
The Sales GuySNAPSHOTMale in his early thirties to forties who is college educated with a BA. He is well spoken with an out-going personality. He likes to compete almost as much as he likes to win.
While he can be a team player he is more focused on personal performance than other employees. !Has worked in high-tech direct sales and understands the business from many sides. !Likely very comfortable with salesforce.com and likes using it to track sales performance and leads and to get a snapshot of his personal performance. !He is likely frustrated with how long it takes to get paid on sales commissions and he wants clear data on how much he has earned in real-time.
ANATOMY
Thinking about which partners are performing and which can support his deals.
Watches sales carefully to see who is buying and to keep track of his commissions.
Concerned about inaccurate sales forecast.
Wants to meet the end customer for every transaction.
Wants access to inventory data so he can understand which partners are able to support deals.
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
The Sales Guy
HABITATTelephone !Email !LinkedIn !Banner Ads / Retargeting !Professional Member !Organizations !Networking Events
ObjectionsI don’t want a soluGon that changes the way I do things. I know what I’m doing. !How do I know your data is as accurate as you say it is? !How can I tell if your soluGon is customizable to match my needs? !What is the support model for your soluGon? !How can I get my channel partners to adopt this?
Primary focus should be on the ability to deliver faster, more accurate compensaGon, more accurate forecasGng and end customer visibility.
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
• Example : Whole Foods
• Example : Best Buy
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
In Action: Priority
PrioriGzaGon
Use Case 1 Use Case 2 Use Case 3 Use Case 4 Use Case 5
Persona 1
Persona 2
Persona 3
Persona 4
Persona 5
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
In Action: MCG Example
PrioriGzaGon
New CEO New Product Launch
“Need a New Web site”
Missing Sales Targets
MarkeGng Downsized
CMO / MarkeGng VP
MarkeGng Manager
Sr VP Sales & Mktg
CEO
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
In Action: Message
PrioriGzaGon
Missing Sales Targets
New Product Launch
“Need a New Web site” New CEO MarkeGng
Downsized
CMO / MarkeGng VP
MarkeGng Manager
Sr VP Sales & Mktg
CEO
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
If Facebook has a relaGonship status, why don’t you have a relaGonship status for your prospects?
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
Personas
Use Cases
RelaGonship
Strategy
Product
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
Personas
Use Cases
RelaGonship
Strategy
Demand Gen
CreaGve
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
20 MinitargetsPersona & Use-case Based
• Persona 1, Use Case 1 • Persona 1, Use Case 2 • Persona 1, Use Case 3 • Persona 1, Use Case 4 • Persona 1, Use Case 5
• Persona 3, Use Case 1 • Persona 3, Use Case 2 • Persona 3, Use Case 3 • Persona 3, Use Case 4 • Persona 3, Use Case 5
• Persona 4, Use Case 1 • Persona 4, Use Case 2 • Persona 4, Use Case 3 • Persona 4, Use Case 4 • Persona 4, Use Case 5
• Persona 2, Use Case 1 • Persona 2, Use Case 2 • Persona 2, Use Case 3 • Persona 2, Use Case 4 • Persona 2, Use Case 5
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
20 MinitargetsPersona & Elements Based
• Persona 1, Aw • Persona 1, Fa • Persona 1, Co • Persona 1, Pu • Persona 1, Ex
• Persona 2, Aw • Persona 2, Fa • Persona 2, Co • Persona 2, Pu • Persona 2, Ex
• Persona 3, Aw • Persona 3, Fa • Persona 3, Co • Persona 3, Pu • Persona 3, Ex
• Persona 4, Aw • Persona 4, Fa • Persona 4, Co • Persona 4, Pu • Persona 4, Ex
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
25 MinitargetsUse Case & Elements Based
• Use Case 1, Aw • Use Case 1, Fa • Use Case 1, Co • Use Case 1, Pu • Use Case 1, Ex
• Use Case 2, Aw • Use Case 2, Fa • Use Case 2, Co • Use Case 2, Pu • Use Case 2, Ex
• Use Case 3, Aw • Use Case 3, Fa • Use Case 3, Co • Use Case 3, Pu • Use Case 3, Ex
• Use Case 4, Aw • Use Case 4, Fa • Use Case 4, Co • Use Case 4, Pu • Use Case 4, Ex
• Use Case 5, Aw • Use Case 5, Fa • Use Case 5, Co • Use Case 5, Pu • Use Case 5, Ex
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
Microtargets
5 Use Cases x
4 Personas x
5 Elements =
100 Microtargets
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
In Action: Relationship Message
RelaGonship
Awareness Familiarity ConsideraGon Purchase Experience
Persona 1 & Use Case 1
Persona 1 & Use Case 2
Persona 1 & Use Case 3
Persona 1 & Use Case 4
#MakeB2BSexy | [email protected] | Bre8 Schklar | 303.325.7423
