by Ann Grackin, ChainLink Research

1. B2B Boot Camp
September 2012

2. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 2
How can you market if you don’t
know…???
• You think you know the market
• You think you understand your customers
• You think you know your competitors
• You think you are special
• And you think getting in the magic quadrant will get
you recognition
• You are probably wrong about some or all of the above
And the market of market researchers—we have a
market too- what makes us different and how you can
use us to get the right data, the right answers and then
go build your brand and succeed in your chosen market.

3. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 3
Why Market Research
Understand pain points
Understand the solutions

4. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 4
Differentiate

5. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 5
And add lasting value

6. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 6
Why Market Research
• Strategy for your company. Helps answer these:
– Customer/Market Pain Points and Needs
– Competition
– Differentiation
– Right Price
– Right Message
– Right Market
• Helps build a response to the market:
– Focus
– Targeting
– Content
– Are we winning? Why not?
– New Partnership, New Acquisition

7. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 7
Finding the right Match
Between buyers and sellers

8. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 8
Positioning
Effective Positioning
Differentiation
Competition
The Value
Your
Company
Your:
• Technology
• Talent
• Services
• Network
• Delivery Architecture
Market/Customer
• Needs and Challenges
• Solution Match
• How They Buy/Implement
• ROI Technology
Competitor’s:
• Products
• Positioning
• Uniqueness

9. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 9
Answers
The Customers Process
Effective Strategic Selling
Problem
Definition
Solution
Search
Evaluation Validation
Problem
Identification
“What I need is…” “It must have…”
“My problem is…”
Effective Sales Process
Our Unique
Value
Proposition
Ease of
Acquisition
Ease Of
Adoption
Our Unique
Position
Problem/Solutio
n
match?
Why
Do
Something?
Why
Now?
Why
Us?
Relevancy to Customer Pain Points Counter Objections and Competition

10. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 10
Testing Outcomes: Getting the
Message Right!
Influencers
Prospects
Shareholders
Partners
Messaging to
Each
Audience
Have We Addressed :
 Right Audience
 Right Media
 Builds Relationship
 Establishing Credibility
 Demonstrates Value
 Alignment with organizations needs
 Addresses inhibitors to adoption
 Account team performance
 Countered Competitive Messages and
capabilities
 Whole Process Aligns with expectations of
project champion and decision makers?

11. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 11
Not all Market Research firms are the same
1 Standard Product for all customers
Write once-sell many:
Gartner
Forrester
IDC
Custom built for each customer
Constellation, ChainLink, MintJurtas

12. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 12
Sales
Lead
Generation
Lead
Nurturing
Sales/
Account
Sell/Upgrade
Close
Marketing
Right content at each stage in the Process
Market Awareness
Marking Contacts
Media, Events
First Stage Collateral
Articles
Webinars
Nurture and grow
Thought leadership
Level Two Collateral
White Papers
Case Studies
High level VP
Sales Contact
ROI Models
Pricing Models
Detail Case Studies
Negotiate
Customer
Reference Visits
Evidence and Community
 ROI harvest
Case Studies
Community Web site
User Conference

13. © ChainLink Research 2002-2005; Proprietary & Confidential Information Slide 13
Conclusion
Sometimes getting objectivity before you face
the market is a good idea