Vendemore Pres Event Conductive "Strategic Product Management"
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This is a presentation used at Conductive event "Strategic Product Management" explaining how targeted digital marketing can be used to launch products to existing customers.
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- 1. Product launch and cross-sales towards existing
customers
- 2. Pipeline Marketing Fredrika (1996-2013) Lansering emfas
cd-rom Byggt WAP tjnst, rekryteringsfretag Affrsdrivande
webplatser, Mogul Marknadsansvarig, Appgate (It-skerhet/Cryptzone)
Founder reklambyr, Fabric Effektiv produktlansering, Boman
Communication Varumrkesstrategi, Exportrdet Marketing Manager,
Vendemore
- 3. Pipeline Marketing
- 4. Pipeline Marketing
- 5. Pipeline Marketing
- 6. 400+ software, tech and service B2B companies, in 13
countries and 4 continents, growing 50%+ per year, delivering in
100+ countries The Pipeline Marketing Company The Pipeline
Marketing Company
- 7. 400+ software, tech and service B2B companies, in 13
countries and 4 continents, growing 50%+ per year, delivering in
100+ countries Complex deals Long sale cycles Many different
products Many markets Limited target group and a limited budget The
Pipeline Marketing Company The Pipeline Marketing Company
- 8. Pipeline Marketing Agenda 1. Utmaningar/spaningar Varfr r
det s svrt att n ut med tillggsprodukter och tjnster hos befintliga
kunder? 2. Diskussion Hur ser det ut i er organisation? 3. Case Hur
ngra av vra kunder har kat frsljning p befintlig kundbas The
Pipeline Marketing Company
- 9. Pipeline Marketing Challenges SALES MARKETING PRODUCT The
Pipeline Marketing Company
- 10. Pipeline Marketing Spaning Varfr har s mnga B2B fretag
endast ett erbjudande/kund i mer n hlften av fallen? Varfr r det s
svrt fr KAM att n ut med tillggs produkter/tjnster? Varfr r det
svrt att ta frvrvade produkter och tjnster till befintliga kunder?
Lnsamhet Konkurrens The Pipeline Marketing Company
- 11. Pipeline Marketing Challenge 1: Lack of access Orkar inte
driva alla dialoger Vill inte g frbi min kontakt
- 12. Organisation is easily accesible Organisation is easy to
buy from Organisation is willing to collaborate with other
suppliers Widespread support for the supplier across my
organisation Provides the best value for the best price Flexible in
adjusting to unique product needs The Pipeline Marketing
Company
- 13. Source: Sales Executive Council research The Challenger
Sales p. 102 Widespread support for the supplier across my
organisation Organisation is easy to buy from Provides the best
value for the best price Widespread support for the supplier
isacross Organisation is Organisation easily accesible willing to
collaborate my organisation Flexible in adjusting to unique product
needs with other suppliers The Pipeline Marketing Company
- 14. Pipeline Marketing 100 % Memory retention Sales cycles are
long, but customers memory is short. 0% Meeting Day 1 Day 7 Day 30
Time The Pipeline Marketing Company
- 15. The world is changing = new demands on marketing 3 billion
searches/day on Google knowledge workers spend 28 hours/week online
writing emails & searching for information by knowledge workers
McKinsey Global Institute 2013 The Pipeline Marketing Company
- 16. The Pipeline Marketing Company The Pipeline Marketing
Company Source: Agile Marketing, Scott Brinker
- 17. 60% of the sales decision is made before clients contact a
vendor More information - less time Increased competition Clients
first decide what to change. Then with whom The Pipeline Marketing
Company
- 18. Pipeline Marketing Customer buying process Identified
problem Set objective + strategy Explore options Set vendor
criteria Examine alternatives Plan & Implement Measure result
Validate Develop solution Negotiate & Close Implement Solutions
Measure results Sales process Identify Qualiify The Pipeline
Marketing Company
- 19. Pipeline Marketing Challenge 2: Lack of knowledge Your
products, the full offer Their own problems and weaknesses The
Pipeline Marketing Company
- 20. Pipeline Marketing Challenge 3: wrong position? But youre
not THAT type of company The Pipeline Marketing Company
- 21. Pipeline Marketing Over 50% buy less than 50% of the total
portfolio The Pipeline Marketing Company
- 22. Diskussion Vnd dig om och diskutera med grannen till hger i
4 min: Hur ser matrisen ut hos er? Hur mnga % av er kundbas kper
hela erbjudandet? Hur mnga % kper bara en eller tv produkter (50%
av erbjudandet eller mindre)? Ge er sjlva en mjlighet till
reflektion. Prata nulge - g INTE in p lsningar.
- 23. Diskussion Vnd dig om och diskutera med grannen till hger i
4 min: Fundera p varfr ni tagit era existerande produkter till
marknad, vilka r de vanligaste motiven? Prata nulge - g INTE in p
lsningar.
- 24. Pipeline Marketing Driving forces 1. Lnsamhet 2. Lojalitet
3. Hindra konkurrenter The Pipeline Marketing Company
- 25. Solution How can digital channels be used for product
launch and cross-sales toward existing customers?
- 26. Pipeline Marketing Challenges 1. Lack of access 2. Lack of
knowlege But youre not THAT type of company 3. Lack of
positioning/wrong position The Pipeline Marketing Company
- 27. Long sales cycles - customer lifetime - frequency eDM
/E-mail Meeting 0% Proposal Decision Competitive activity Website
visit Customer attention 100% Cold call Vulnerable to competition
The Pipeline Marketing Company
- 28. Channels & tactics? Content Marketing Pipeline
Marketing Marketing Automation Sales Intelligence Social Selling
Event Companies who can intertwine these emerging trends with
changing customer behavior will be able to achieve sales excellence
Traditional marketing The Pipeline Marketing Company
- 29. First decide what to change THEN with whom The Pipeline
Marketing Company
- 30. Pipeline Marketing Pipeline Marketing Run marketing towards
the whole buying organisation
- 31. Pipeline Marketing Advertise Only to people working in the
organisations you choose. Marketing towards the buying organisation
during the sales cycle The Pipeline Marketing Company
- 32. Media coverage ex from Sweden The Pipeline Marketing
Company
- 33. Pipeline Marketing Advertising, films, social media,
articles are targeted to the buying organisation
- 34. Case IBM right positioning to increase sales on existing
customers
- 35. IBM situation (selected banks and insurance companies)
Already installed footprint well known within IT War of religions
with other IT vendors like Microsoft and Oracle The IBM brand is
strongly related to tech IBM wishes (selected banks and insurance
companies) Relate IBM with marketing offerings Influence the whole
decision group Educate around IBMs offering The Pipeline Marketing
Company
- 36. Pipeline Marketing Banner pushing references and raising
questions The Pipeline Marketing Company
- 37. Pipeline Marketing Video about how the international banks
become social using IBM The Pipeline Marketing Company
- 38. Pipeline Marketing Content feed through Twitter in a banner
The Pipeline Marketing Company
- 39. Pipeline Marketing Download banner promoting 3 reports
about banks (customers and sales/marketing channels) Marketing
towards the buying organisation during the sales cycle The Pipeline
Marketing Company
- 40. Case VITEC Create a feel of urgency not to use more
products
- 41. Pipeline Marketing Situation Vitec is a Swedish software
company that has been active in the market for 25 years business
systems and specialized consulting services for real estate
management and energy monitoring- and targeting Both public and the
private sector Problem How can we persuade our customers to
purchase more than just a few products from our portfolio?
- 42. Pipeline Marketing Which products do existing customers buy
today? Which products could be sold to which existing customers in
the future?
- 43. Pipeline Marketing One banner was created for each of
Vitecs products in different customer categories (Energy, Economy,
Management etc.) Vitec/teknisk frvaltning Vitec/prognos
- 44. Pipeline Marketing One banner was created for each of
Vitecs different customer segment Vitec/privata fastighetsbolag
Vitec/kommunala bolag
- 45. Pipeline Marketing
- 46. Pipeline Marketing Facebook targeting your prioritised
accounts The Pipeline Marketing Company The Pipeline Marketing
Company
- 47. Pipeline Marketing Targeted advertising Only people working
in the organisations you choose. Marketing towards the buying
organisation during the sales cycle The Pipeline Marketing
Company
- 48. Pipeline Marketing Targeted advertising with targeted
messages Different clients need different products = different
messages and proof of concept Problems/Headaches (urgency!)
References from the customers own industry Market leadership
Knowledge (articles, films, infographs) The Pipeline Marketing
Company
- 49. Pipeline Marketing The Pipeline Marketing Company
- 50. Quick Summary
- 51. Pipeline Marketing Visualize your cross sales potential
Master digital channels to increase knowledge
- 52. Pipeline Marketing Right positioning They are exactly THAT
type of company! The Pipeline Marketing Company
- 53. Pipeline Marketing Targeted digital marketing for product
launch and cross-sales towards existing customers? 1. Help the
customer to identify the right problem & create an urgency for
the problem public oppinion 2. Grow the network of contacts access
to all decision makers 3. Increase product knowledge (content
marketing, ref case etc.) 4. Affect your positioning your rumour
The Pipeline Marketing Company
- 54. Pipeline Marketing Inspiration SALES MARKETING PRODUCT The
Pipeline Marketing Company
- 55. Thanks! fredrika.bennison@vendemore.com
linkedin.com/company/vendemore vendemore.com