Creating B2B Value for them

Our customers need for B2B Value

Supplying firm

Business Customers
Who are they?
What do they do?
Where are they?
Their Characteristics ?
Their Buying Behaviour?
Their Relationship Preferences?
What do they perceive as Value?
What is their desired Value?
What are their Goals
What are their Competitive Challenges

Building market strategy

Internal capabilities
Unique value proposition
Value networks
Segmentation
Meeting competitive challenges
Implementing Strategy
Create value
Delivering value
Communicating value
Customer relationships
Emerging trends

Current Situation

The Market
Your Situation
Customers Buying Behaviour
Marketing Channels & Supply Chains
InterOrganizational Relationships (IOR)

Analyse
- Your Performance
- Competitors
- What Customers want

Industrial Networks
Marketing Mix

Objectives

The Future

Strategic
Planning

Strategies

Products

B2B
Marketing
Mix

Services

Value & Pricing

Marketing Channels, Supply Chains & Networks

Personal Selling & Relationships
Marketing Communications

A B2B Marketing Approach Source: Apperley Pty. Ltd.

Implementation

The Simulation
The Simulation will be reset Thur 21st September.
The real simulation will run until 11pm Tuesday 27th September.
You will have one run for the real simulation.
The Get fired option will be turned off.
You can choose any time in that period to complete your real simulation.

Insights
Effective marketing strategy is to ensure that we create and deliver superior value to
customers, relative to competitive offerings.
We must determine how to prioritize the MMs efforts in acquiring and retaining customers in
order to achieve a combination of sustainable revenues and profits.

Establishing budgetary priorities within the context of choices among:

Account management,
Channel management,
Delivery service, and
Market research.
This is constrained by the scarce resources of the company.

Intended learning points.

Insights

Understanding the link between marketing-strategy formulation and effective

implementation and execution
Using segment/customer needs analysis to make product design decisions and
associated trade-offs.
Understanding segmentation, targeting and positioning
Pricing strategies - setting and changing price
Managing channel conflict and maintaining consistency across multiple go-to-market
channels
Appreciating the importance of fine-tuning marketing strategy to match changes in the
market over time (a static view is not sustainable)
Using hard and soft metrics to measure firm performance
Responding to competitive actions/reactions
Trade-offs between customer acquisition and retention
Distinguishing the differential impacts of lumpy, fixed, and variable costs in sales, in
marketing, and in production/operations expenditures
Appreciating the relationships among customer satisfaction, customer buying patterns,
customer loyalty, and firm profitability.

The Simulation
Key Insights

Communications

Marketing Challenge

Building a
Marketing Plan

Marketing Audit
Internal
External
Summary of Analysis

SWOT

Set Objectives

Set Strategy
Competitive Strategy
Product & Market Decision
Value Proposition
Corporate reputation (Brand)

Set Tactics
Using the B2B Marketing Mix

Implementation of Tactics
Resources / Responsibilities / Time Scales

Control
Measurement / Evaluation / Feedback

B2B Communications
Traditional Channels

Digital Channels
Website / e-Commerce
Social Media Platforms
- Linkedin
- Twitter
- Youtube
- Facebook
- Industry Blogs

SEM / SEO
E-Direct mail
Online content amplification / syndication
Online communities
Webinars
Online Video
Online Display Advertising
Mobile App marketing

Public Relations
In-person events
Personal Selling
Surveys / Research
Direct Mail
Networking
Sales Promotions
Word of Mouth

Telemarketing
Tradeshows / Conferences
Print Advertising
Sponsorship
CSR / Community Events
Print advertising
White papers
Business Reports
Trade Press

Strategy Driven B2B Promotions and Communications

Clear definition of target market(s)

Points of difference that are compelling and credible to customers
Understand the customer learning curve
Be creative
Understand the motivators
Be targeted, specific and detailed

Anticipate the barriers

Videos
Digital Marketing for B2B
A B2B Specialist Agency

Marketing fundamentals dont change

Planning Communications When / What / Where

Buying Process

Sales Process

General Needs /
Product or service
specification

Awareness

Search

Interest & Engage

Communications Channel
Information /
WOM /
Online / trade
shows / media
Website / ?

Obtain information
or quote

Interact / evaluate

Evaluate

Decision

Place order

Sale

Review / assess
relationship and
performance

Follow up
/ Service

Face to face /
email / website
Face to face /
email / website
E-commerce
enabled
transaction
?

Strategic approach to communications

Achieve the marketing objectives of:
Relationships
Trust
Commitment
Planned & unplanned communication
Positioning & Build the organizations reputation
Communication with stakeholders and network members
Internal Communications
Customised messages for different stakeholders
Information exchange to meet buying needs & process

In B2B

Targeted & focused

communications

>>

Mass
communications
Advertising and other mass
communication activities
are only a small budget item for B2B

B2B Marketing Communications

Reputation Strategy

Build the organizations reputation

Communication with stakeholders and network members
Customised messages for different stakeholders
Public relations
Performance and achievement based

B2B Communications Channels

Traditional Channels

Digital Channels
Website / e-Commerce
Social Media Platforms
- Linkedin
- Twitter
- Youtube
- Facebook
- Industry Blogs

SEM / SEO
E-Direct mail
Online content amplification / syndication
Online communities
Webinars
Online Video
Online Display Advertising
Mobile App marketing

Public Relations
In-person events
Personal Selling
Surveys / Research
Direct Mail
Networking
Sales Promotions
Word of Mouth

Fig 11.5 The elements of the

communications mix

Telemarketing
Tradeshows / Conferences
Print Advertising
Sponsorship
CSR / Community Events
Print advertising
White papers
Business Reports
Trade Press

Elements of the
communications mix

In person: sales and events

Digital
Traditional

SOURCE: GREENHAT OUTLOOK REPORT 2016

23

Communication in marketing channels

Issues to consider
Channel
Condi+ons

Fig 11.3 A model of communication in marketing channels p296

Source: Adapted with permission from Mohr and Nevin (1990, p 38)

Structure
Climate
Power

Do members have equal power

Or unequal power

Qualita+ve Channel
Outcomes

Co-ordina5on
Sa5sfac5on
Commitment

Communica+ons
Strategy

Frequency
Direc5on
Modality
Content

Quan+ta+ve
Channel
Outcomes

Performance

Overload where communication is too frequent or repetitive

Too little can damage the information exchange and relationship
Each customer needs customised content & frequency & type
Bi-directional or two way communication more effective for relationships and channel performance.
Its use has increased due to
Advances in Communications Technology
Increased customer sophistication

Formal and planned versus informal

EFM

What is it about and what purpose does it achieve

24

Integrated B2B Marketing Communications

Commitment
to message
from all staff

Maintaining
consistency
easier for SME

Integration of
all business
functions

Maximising
impact of
investment

More complex
for industrial
network

B2B
IMC

IMC in B2B marketing

Source: Business-to-Business Marketing. Relationships, Networks and Strategies. Nick Ellis 2011

Entails cultural
approach
towards actors

B2B Communications Ecosystem

Different elements support each other.

WOM
Online /ecommerce

Advertising

Relations
building

Print

Web

Press
releases

CSR
Events

Core
product &
message

Trade
shows

Personal
selling

Multi-channel Integration Map:

1. What do you need to do and

what do you need to achieve?

3. How will you put it into practice?

Think about content, frequency, formality
2. What
channels
should you
use? Why?

Be specific
and detailed

Multi-channel Integration Map:

Possible Tasks performed through channels

Communicate
Create awareness
Engage / generate lead
Interact
Build relationship
Qualify (gather early information)
Provide information / submit proposal
Negotiate
Follow-up
Close sale

Delivery
Information
Order
Fulfilment:
Product
Service
Payment
Customer case and Support
Aftersales service

Possible Communications Channels

Traditional Channels

Digital Channels
Website / e-Commerce
Social Media Platforms
- Linkedin
- Twitter
- Youtube
- Facebook
- Industry Blogs

SEM / SEO
E-Direct mail
Online content amplification / syndication
Online communities
Webinars
Online Video
Online Display Advertising
Mobile App marketing

Public Relations
In-person events
Personal Selling
Surveys / Research
Direct Mail
Networking
Sales Promotions
Word of Mouth
Distributors
Wholesalers
Tradeshows / 28
Conferences

Telemarketing
- Inbound
- Outbound
Sponsorship
CSR / Community Events
Print advertising
White papers
Business Reports
Trade Press
Print media
Print Advertising

Building your communications plan

Multi-channel Integration Map:
Communications

Sales & Delivery

Sales
Task
Channel

Which are the appropriate tasks and channels to use for this case study?
Add or remove rows and columns as appropriate

EFM

29