Vendemore´s presentation on how targeted advertising can be used to increase cross-selling for B2B.

2. Christopher
Engman
CEO
Vendemore
Christopher.engman@vendemore.com
Fredrika
Bennision
CMO
Vendemore
Fredrika.bennison@vendemore.com

3. Best
Prac=ce
How
to
use
new
technology
like
targeted
online
adver=sing
to
support
B2B
sales?

4. 450+
soIware,
tech
and
service
B2B
companies,
in
14
countries
and
4
con=nents,
growing
50%+
per
year,
delivering
in
100+
countries
The Pipeline Marketing Company

5. Pipeline
Marke=ng™
Widespread
support
for
the
supplier
across
my
organisa=on
Organisa=on
is
easily
accesible
Organisa=on
is
easy
to
buy
from
Organisa=on
is
willing
to
collaborate
with
other
suppliers
Provides
the
best
value
for
the
best
price
Flexible
in
adjus=ng
to
unique
product
needs
Widespread
support
for
the
supplier
across
my
organisa=on
Source:
Sales
Execu=ve
Council
research
The
Challenger
Sale
p.
102

6. The Pipeline Marketing Company
How to engage the unengaged?

7. Pipeline
Marke=ng™
Lack
of
access

8. The Pipeline Marketing Company
Brand
sensi=vity…
….is
higher
in
complex
and
distributed
B2B
purchasing
than
in
consumer
products
(Bondesson)
Pipeline
Marke=ng™

9. The Pipeline Marketing Company
Target
your
message
online:
Only
people
working
in
the
organisa=ons
you
choose.
Marke=ng
towards
the
buying
organisa=on
during
the
sales
cycle
Pipeline
Marke=ng™

10. Adver=sing,
films,
social
media,
ar=cles
are
targeted
to
the
buying
organisa=on
Pipeline
Marke=ng™

11. The Pipeline Marketing Company
Successful
applica=ons
(B2B
complex
selling):
Cross-­‐selling
Lead
genera=on
Channel
sales
Pipeline
accelera=on
Pipeline
Marke=ng™

12. Customer
Case
Best-­‐prac=ce
Cross-­‐Selling

13. The Pipeline Marketing Company
ERP-­‐system
supplier
for
the
real
estate
industry
A
part
of
the
sales
processes
never
go
beyond
the
first
mee=ng
since
the
client
can’t
manage
the
internal
selling
to
engage
in
a
buying
process.
Hard
to
create
urgency
within
the
clients
organisa=on
Pipeline
Marke=ng™
Cross-­‐selling
customer
case:

14. The Pipeline Marketing CompanyThe Pipeline Marketing Company
Vitec,
a
cross
selling
case
Marke=ng
towards
the
buying
organisa=on
during
the
sales
cycle
Pipeline
Marke=ng™
Constr.
comp.
Mun.
Real
est.
Private
Real
est.
References
Energy
Cons.
Customer
service
Forecast
Modules/
Pain
areas
Service
staff
Constr.
comp.
Energy
Cons.
Forecast
Green
example:
a
construc=on
company
lacking
the
energy
solu=on
and
the
forecas=ng
module

15. The Pipeline Marketing Company
Matching
“pain”,
product
&
refence
Pipeline
Marke=ng™

16. The Pipeline Marketing CompanyThe Pipeline Marketing Company
Results
cross-­‐selling
case
Marke=ng
towards
the
buying
organisa=on
during
the
sales
cycle
Pipeline
Marke=ng™
Management
improved
their
result
in
2013,
in
rela8on
to
2012,
by
almost
80
%.
“In
2013
we
increased
our
cross-­‐selling
by
20%
from
companies
targeted
by
Vendemore”
-­‐
Magnus
Persson,
Sales
and
Marke=ng
Director,
Vitec.
To
sell
more
products
to
exis=ng
customers
has
always
been
Vitecs
business
strategy
but
with
Vendemores
solu=on
we
were
able
to
increase
sales
and
work
with
business
opportuni=es
in
a
much
more
efficient
way.

17. The Pipeline Marketing Company
1. Set
clear,
and
measureable
business
objec=ves
2. Select
one
product/service/
customer
ver=cal
segment
3. A
handful
of
sales
people
4. An
abbreviated
list
of
poten=al
customers
5. Review
the
outcome
6. “Adapt
and
go”
for
scaling
it
up
Recommenda=on
1:
Map
cross-­‐selling
poten=al
&
Narrow
your
focus

18. The Pipeline Marketing CompanyThe Pipeline Marketing Company
Recommenda=on
2:
Lunch
and
learn
–
Sell
to
many
already
from
the
start
Pipeline
Marke=ng™

19. The Pipeline Marketing CompanyThe Pipeline Marketing Company
Recommenda=on
3:
LinkedIn
connec=ons
and
discussions
-­‐
Visit
the
profiles
-­‐
Add
with
a
personal
invite
-­‐
Ask
a
short
engaging
ques=on
-­‐
Comment
on
a
post
Pipeline
Marke=ng™

20. The Pipeline Marketing Company
Neil Stoneman
Velocity Partners
Recommenda=on
4:
Engaging
content
Pipeline
Marke=ng™

21. The Pipeline Marketing CompanyMarke=ng
towards
the
buying
organisa=on
during
the
sales
cycle
Ar=cle
ads
have
higher
impact
10x

22. Marke=ng
towards
the
buying
organisa=on
during
the
sales
cycle
Content
ads
are
more
interes=ng
than
tradi=onal
ads

23. Marke=ng
towards
the
buying
organisa=on
during
the
sales
cycle
Survey
ads
trigger
discussions

24. Content
video-­‐ads
-­‐
Create
”pain
awareness”
-­‐
Tes=monials

25. 29
days
with
no
adver=sing
followed
by
a
29
days
with
targeted
adver=sing,
everything
else
the
same.
High
engagement
-­‐
over
a
long
period
of
=me

26. 1. Target
2. Engage
3. Nurture
4. Convert
Targeted
distribu=on
of
content
that
engage
your
customers
over
a
long
period
of
=me.

27. Targeted
adver=sing
+
Marke=ng
Automa=on

28. Pipeline Marketing
+ Content Marketing
Pipeline
Marke=ng™
ENGAGED
UNENGAGED
Marketing Automation
+ Content Marketing

29. www.vendemore.com/knowledge