Analysing: because you're expected to have all the answers. Understanding and exploiting your unique position in your markets
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The role of a B2B marketer has significantly changed. All marketers know that their jobs are now part art, part science. The tactical marketer has been replaced by the analytical marketer. Put simply, marketers are expected to have all the answers – from predicting changes in the marketplace to insight on clients and competitors. With so much information now available, marketers have the power to take more control over the revenue process and generate dollars from today’s campaigns. How is this possible? It’s all about understanding and exploiting your unique position in your markets by gaining valuable insight and advice on your customers and prospects. And then turning your insight and advice into campaigns that change people’s minds and incite action. This session will offer practical guidance and insight into the technologies and information that you should be exploiting.
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Analysing: because you're expected to have all the answers. Understanding and exploiting your unique position in your markets
- 1. Analysing. Because you’re expected to have all the answers. Understanding and exploiting your unique position in your markets. © Claire Barker, LexisNexis 2011
- 2. What we will cover - Find Your Next: Using the Business Genome - SIC codes - Experian/pH - Hoovers reports - DueDil.co.uk - Creating a buyer persona © Claire Barker, LexisNexis 2011
- 3. understand exploit © Claire Barker, LexisNexis 2011
- 4. understand exploit © Claire Barker, LexisNexis 2011
- 5. understand exploit 83% of marketers currently measuring ROI say it’s not with the accuracy they’d like. 7% have no plans to start. © Claire Barker, LexisNexis 2011
- 6. understand exploit “The real ROI is to understand what combinations of communications and interaction create the greatest desired effect with your target audience. Ian Symes. Cisco. © Claire Barker, LexisNexis 2011
- 7. understand exploit The most important 3 letters in Marketing Not ROI Why © Claire Barker, LexisNexis 2011
- 8. http://www.youtube.com/watch?v=7_rL1VLg90U&feature=pyv © Claire Barker, LexisNexis 2011
- 9. understand exploit How do you find what you need to know? What questions do you ask? What do you do with it all? © Claire Barker, LexisNexis 2011
- 10. The six elements of the business genome Organise dashboards around categories, or core DNA, that reveal new opportunities for growth. © Claire Barker, LexisNexis 2011
- 11. understand exploit 1. Product and service innovation - the invention of offerings that resonate 2. Customer impact - a sustainable community of support 3. Process design - alignment of the "how" of a business with the evolving "what" that customers need 4. Talent and leadership - the culture that will move a business forward 5. Secret sauce - the recipe of differentiation and competitive advantage in a new world of unprecedented transparency 6. Trendability - the foresight to see the future more quickly and adapt more rapidly to shifts in the landscape © Claire Barker, LexisNexis 2011
- 12. understand exploit “Are you resourcing your teams? Probably not.” Scot McKee. Birddog. © Claire Barker, LexisNexis 2011
- 13. understand exploit “All marketers know that their jobs are now part art, part science”. Sort – make sense of the chaos Match your genome Hybridize – graft on ideas Adapt and thrive – see the future © Claire Barker, LexisNexis 2011
- 14. understand exploit “Strategy is a living thing.” Ian Symes. Cisco. “Think strategy first.” Jonathan Brayshaw. Psion. © Claire Barker, LexisNexis 2011
- 15. understand exploit Think strategy. Decide who you are and who you are not. What could only come from you. © Claire Barker, LexisNexis 2011
- 16. insight incite © Claire Barker, LexisNexis 2011
- 17. insight incite © Claire Barker, LexisNexis 2011
- 18. insight incite Analyse your customer base. UK Standard Industrial Classification (SIC) Profiling with Experian/pH Hoovers reports © Claire Barker, LexisNexis 2011
- 19. insight incite Experian pH Data scientists for B2B advantage © Claire Barker, LexisNexis 2011
- 20. insight incite UK Standard Industrial Classification (SIC) codes © Claire Barker, LexisNexis 2011
- 21. insight incite “Let’s question things again.” Steve Kemish. Cyance. “If you do what you’ve always done, you’ll get what you’ll always got.” Mark Twain. © Claire Barker, LexisNexis 2011
- 22. insight incite © Claire Barker, LexisNexis 2011
- 23. insight incite © Claire Barker, LexisNexis 2011
- 24. insight incite Creating a buyer persona © Claire Barker, LexisNexis 2011
- 25. Alan the Marketing Manager 1 Office Administrator: Alan • Worked in marketing for over 10 years. • 40ish • Enthusiastic, open to new ideas, tech savy and good humoured 2 4 ABOUT ME YOUR PRODUCT (AND THE COMPETITION) Goals: 1. Getting new clients and retaining them. 2. Brand Benefits: Meltwater called at the right time. I was drowning in building/reputation management. 3. Keeping track of the Google. I wanted to keep up with the competition, use the competition. alerts to highlight information and the ability to push the information around the company. I wanted to keep control. Frustrations: Not enough time and resource to keep up to date with the market and competition. It often isn’t my top Concerns: I could easily see the savings so I didn’t really have priority. any. Perceptions of the competition: I’m not really too sure. I 3 wasn’t really aware of Nexis. If I was I would have bought it MY BUYING as Meltwater is just news. PROCESS Buying Process/Triggers: I’m not aware of the other options 5 available and am not actively searching. If someone calls IMPLICATIONS me I might look at it. It’s important but not top of my list. Target Insight: Alan needs to be able to clearly demonstrate the time the solution saves him to keep up to date and share Buying Criteria: It needs to have simple and flexible pricing. I information around the company. need to have all the information I need to in one place and be able to show the time I’m saving. I need to have Core message: Nexis is where to go to for news and business confidence in the depth and breadth of content. information Purchase role: I don’t have any budget assigned to this kind of Marketing asset: An ROI calculator would be useful activity but it’s my decision as long as it’s under £5k.
- 26. © Claire Barker, LexisNexis 2011
- 27. What we covered - Find Your Next: Using the Business Genome - SIC codes - Experian/pH - Hoovers reports - DueDil.co.uk - Creating a buyer persona © Claire Barker, LexisNexis 2011
- 28. sources http://www.b2bmarketing.net/content/infographic-what-works-where Find Your Next: Using the Business Genome to Find Your Company's Next Competitive Edge. Andrea Kates duedil.co.uk http://www.experian.co.uk/phgroup/ http://www.buyerpersona.com/ © Claire Barker, LexisNexis 2011