The secrets of powerful B2B communications| Ed Field - Maverick Marketing
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The document discusses how branding, communications, and marketing can power growth for B2B companies. It notes that international B2B sales have changed dramatically in the last 10 years, creating opportunities. Strong communications and marketing can help retain existing clients, increase conversion rates, and improve business performance. The presentation provides guidance on developing a clear purpose, value proposition, and visual style identity. It also outlines developing comprehensive content and consistently implementing communications across touchpoints like websites and presentations. Overall the document provides a framework to help B2B companies better leverage communications and marketing.
The secrets of powerful B2B communications| Ed Field - Maverick Marketing
- 1. Secrets of powerful B2B communications Enterprise Ireland eBusiness Workshop Kilkenny, 23rd March 2016
- 2. Nature of international B2B sales has changed dramatically in last 10 years.
- 3. Unprecedented opportunity to harness the power of branding, communications and marketing to power growth and profitability.
- 5. If strong… Retain and up-sell existing clients. Protect and increase margins. Increase lead-to-sale conversion rates. Reduce effort required. Increase flow of high quality warm leads. Improve recruitment and increase motivation. Make easier work of business. Open up to realise the full potential of the business. More sweet spot customers. Greater profitability.
- 6. Our purpose is to light up small and medium sized businesses. Through best practice, turnkey branding, communications and marketing solutions. Specifically for internationally focused, B2B companies in Ireland, UK and Europe. Since 2005. Team of 12. Deep digital expertise.
- 17. Expect your communications and marketing to reach, engage and move people I feel excited; you are exactly what we need. I feel I can trust you; clear, competent, specialist, established.
- 19. 3phases of work to create communications which can move people
- 20. 3 Clear, comprehensive, engaging content Clearly defined position & plans All fully and consistently brought to life across all touch points // // // phases
- 21. Purpose Value proposition Personality & visual style #1 Clearly defined position & plans // // // // Communications development plan
- 22. Purpose: Why? Why does the company exist? How do you help? What difference do you make? Today and for the next 20 years.
- 23. Our purpose is to help make telecom networks stronger, smarter and faster. We do this by driving innovation in telecoms connectivity. Our purpose is:
- 24. Our purpose is: To make it easier to stay compliant with relevant laws and regulations. We do this by………..
- 25. To enable large organisations who use ERP solutions to better automate and manage high volume financial transactions. We do this by ………… Our purpose is:
- 26. To install the highest performance, longest lasting, best value, resin based floors in the world. We do this by ………… Our purpose is:
- 27. Value Proposition: What? How? Who? Outcome?
- 28. Value proposition development 1. Challenge/problem/need 2. Ideal solution (regardless of provider) 3. Your solution – directly reflects above a) The need you fill spectacularly well for who? b) What you’ve got that makes this possible? c) Key features & benefits? d) Key outcomes/value
- 29. You got the proof? Prove everything - your values, your difference, your results With stories, testimonials, facts/stats - ideally video testimonials // // Value proposition:
- 34. Personality & visual style Personality What personality is true to your company and will resonate with your prospects? How should you look and sound? Define it. Visual style Then develop the visual style that reflects your defined personality - logo, fonts, colours, graphical styling, images, tone of voice.
- 36. Personality - Aubren - Trust worthy, heart in the right place, integrity - Creative, innovative & progressive - Open, approachable - Collaborative - Precise - Capable - people & facility - Specialists, experts
- 38. Visual Style
- 42. Purpose Value Proposition Personality & visual style #1 Clearly defined position & plans // // // // Communications development plan
- 43. #2 Clear, comprehensive, engaging content Elements What you’re doing e.g. The offering The value The proof Your story Your people Your ideas/thinking Pitching Tell stories Providing facts Explaining Guiding Teaching Persuading Moving to next step Using Words Explainer graphics Icons Illustrations Photos Video
- 44. In all materials With the team Website Print materials PDFs Sales presentation Proposal documents Social media presence Trade show stand Signage in your premises Vehicles Packaging All singing from the same hymn sheet. Especially: - Management - Sales - Service #3 Fully and consistently brought to life across all touch points
- 45. 3phases Clear, comprehensive, engaging content Clearly defined position & plans All 3 consistently and fully brought to life across all touch points // // //
- 47. Develop a set of proven marketing activities
- 48. Content marketing Search marketing 2most successful B2B marketing tactics // //
- 50. Search Marketing // “Chemical Stores” (UK)
- 51. Search Marketing // “IBC Storage” (UK)
- 52. Content Marketing // Solgari
- 53. Content Marketing // Solgari
- 55. Why do so few tap this power? Few small and medium sized companies seizing today’s opportunity to harness the full power of branding, communications and marketing to power growth and profitability. Why?
- 56. Don’t value it MD doesn’t see comms and marketing as important as product/service.
- 57. We’re ok MD doesn’t see that their comms and marketing is weak, thinks it’s much better than it is. Not seeing how weak comms and marketing is hindering business growth.
- 58. Don’t know the way What do we do? Who directs? How much do we invest? Let’s just get a new website! A website is just a container. It’s the ingredients that matter; value proposition, stories, facts & stats, explainer graphics, diagrams, bank of images, brand identity, visual style.
- 59. Lacking focus & clarity Unclear value proposition = everything unclear
- 60. Lack of providers For turnkey solutions and with B2B expertise. Positioning, planning, branding, copywriting, graphics, photography, website, managing and developing marketing activities…
- 61. What does it take?
- 62. MD’s sees the need & leads the way Commitment
- 63. Marketing Director + Researchers, planners, copywriters, photographers, graphic designers, print designers, web designers, website builders, marketing specialists. Turnkey
- 64. There is a way A programme to follow and rules for each step. Many ducks, and hard to get them all in a row. Principles
- 65. For MD, senior team & project manager. - Workshops - Reviewing & discussing internally, providing feedback - Gather content, creating new content Work
- 66. 5 months+ Time
- 67. Investment depends on many factors including: • standard of current brand, comms and marketing • complexity of offering • level of detail required • number and scale of outputs • level of internal expertise & resources Branding and comms best viewed as a capital investment. Marketing activities operational spend. Cash
- 68. Unprecedented opportunity to harness the power of branding, communications and marketing to power growth and profitability.
- 70. Ed Field 087 699 7068 // +353 61 620 147 ext 203 [email protected] // maverick-intl.com Secrets of powerful B2B communications