Download B2B Communications Strategies

Business Marketing
B2B Communications Strategies
& Sales Management Issues
November 3, 2011
Dawne Martin, Ph.D.
Administrative Things
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For next time: Read Chapter 12 and prepare
Direct Marketing at NanoV, p. 361
Learning Objectives
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To understand how the different approaches to
customer communication are used.
To analyze the best mix of media for a specific
situation.
B2B Communications
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Why is it very different from B2C
communications
B2B Communications Mix
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Integrated message across media – aimed at different
influences in the buying decision
Direct – both personal and mass communications
Advertising
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Broadcast
Public Relations
Trade Shows
Publicity
One-to-One and Social Media
B2B Advertising
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Reasons
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Creates awareness
Strengthens attitudes (post-purchase)
Leads to action – call to action
Media
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Magazines
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Trade journals (reader service cards, fax back)
General Business Magazines
Current events Magazines
Broadcast Media – T.V., Cable T.V., Radio
Electronic Media
Social Media
Public Relations
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Publicity
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Generation of news about a company or
product
Press releases, press kits for events
Public Affairs
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Lobbying
Community Involvement
Trade Shows
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Reasons to use Trade Shows
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Assist buyers in becoming better informed
Begin dialog and relationship development
Reach new prospects
Strength current customer relationships
Support channels of distribution
Trade show issues
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Net buying influences
Total buying plans
Amount of press coverage
Association linkages
Vertical vs. Horizontal and National vs. Global
Direct Marketing
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Direct Mail
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List & database issues
One-to-One Marketing and customization
Response rates
Offers and calls to action
Communications Goals
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Goodwill
Familiarity & Interest – Loose vs. tight lead strategies
Demonstrations
Trade show traffic
Influence channel
Direct order
Direct Marketing
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Telemarketing (Outbound and Inbound)
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Prospecting, qualify new accounts, contacting
dormant accounts
Account management
Prospecting and dormant accounts
Customer service and orders
Follow-up to direct mail
Synergy between direct mail and
telemarketing – lifts response rates
Direct Marketing
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The Message
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Start with Problem or Issue
Cover Technical Issues Based on Audience Needs
Appeal to Self - Interest & Company Goals
Identify Benefits and Associated Features
Prove Your Claims
Make an Offer
Test Your Message
The Offer:
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What a Prospect Gets & What Has to Be Done
Soft Offer -- Request for Information -- 1.5 to 4 %
Hard Offer -- Face-to-Face Contact -- .5 to 1 %
Conversion to Sales --10 to 25 %
Recommendations for
Direct Marketing
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Focus on Problem & Product Issues
Establish Trust, Credibility & Knowledge
Provide Enough Information to Convince
Qualified Prospects to Take the Next Step
Plan for a Series of Contacts
Address Differences in Audiences
Be Clear About Product Benefits & Features
Address Buyer’s Personal and Business
Motives
Questions
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Advertisers use cost per thousand
(CPM) measure as a standard for firstcut comparisons across different media.
CPM numbers might run $45 for a jazzy
color ad in a trade magazine, $450 for a
direct-mail program and $4500 for a
telephone effort. Brief outline why mail
and telephone costs are often justified,
despite the apparent advantage of print
media.
Vivaldi’s New Maestro
Software Case
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Choose a one sentence positioning
statement for Vivaldi New Maestro.
How would you alter the message for
different buying influences?
Is advertising the best approach to get
the message out?
How should Jill measure results of the
campaign?