Presentation given at the B2B Marketing & Strategy Conference in Bogota, Colombia.

1. Proprietary & Confidential
brand growth strategy
Best Practices in B2B Marketing
Presentations given at:
B2B Marketing & Strategy Conference in Bogota, Colombia
Michael Million
mmillion@fullsurge.com

2. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
2
What works in B2C works in B2B ……. NOT

3. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
3
Experience of FullSurge partners
B2BB2C

4. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
4
2014 Proprietary Research Study on Growth
Growth Gurus All Others
21%
79%
Large Cap and Mid-Market
U.S.-based Executives, Global Companies
n: Quant = 541; Qual = 26
What Drives
Growth?
 Brand
 Marketing
 Innovation
Growth Gurus
>15% 3-year CAGR
All Others

5. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
5
Growth Gurus – Marketing Capabilities
Compared to your competitors, how
would you rate your company’s
marketing capabilities?
?
B2B companies with 3-year CAGR
of +15% (B2B Growth Gurus) are
130% more likely to believe that
their marketing capabilities are a
great deal stronger than their
competitors
130%
more likely

6. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
6
5 Best Practices in B2B Marketing
Lead with the
Customer
Make Marketing
Strategic
Build Strong
Brands
Execute with PrecisionTest & Learn
1 2 3
4 5

7. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
7
Lead with the Customer
1

8. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
8
Growth Gurus — Customer Understanding
How well does your company
understands its customers in terms
of their attitudes, needs, and
behaviors?
B2B companies with 3-year CAGR
of +15% (B2B Growth Gurus) are
34% more likely to believe that they
understand their customers
? 34%
more likely

9. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
9
Democratization of Marketing

10. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
10
Voice of the Customer
“In God we trust.
All others must bring data.”
- W. Edwards Deming

11. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
11
Segment the Market
Tactical Strategic
Firmographic Behavior Needs Attitudes
Who they are What they do
What they
(really) want
Why they want it

12. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
12
Segmentation Example Global Industrial Cleaning Supplies
Demanding
Enthusiasts
Streamliners
Performance
Partners
Efficiency
Seekers
Best In
Class
Basic Buyers
Apathetic
Purchasers
Total Respondents: 18% Total Spend: 24% Spend Index: 128
Spend
Country Sector
Discriminating Attitudes

13. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
13
Segmentation Example Global Industrial Cleaning Supplies
Highly collaborative, focusing on simplicity and reputation
This type of customer wants to partner directly with a cleaning chemicals
company to improve cleaning results for their site(s). These customers are highly
collaborative, see differences in cleaning chemical companies and would rather
use a single manufacturer for all of their needs. They want the manufacturer to
get to know their business and they seek advice from them.
Performance
Partners

14. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
14
Make Marketing Strategic
2

15. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
15
Speak the “Language of Business”

16. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
16
The Essence of Strategy
The essence of strategy is
choosing what not to do
- Michael Porter

17. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
17
Select aTarget Segment
A B C D E
Total (Strategic Fit)
Financial Attractiveness
 Revenue potential
 Cost to serve
Market Relevance
 Brand “Permission”
 Credibility
Organizational Capabilities
 Ability to meet needs
 Ability to build capabilities
Segments

18. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
18
Growth Gurus – Value Proposition
How established are value
propositions for key products
and services in your company?
?
B2B companies with 3-year CAGR
of +15% (B2B Growth Gurus) are
33% more likely to believe their
value propositions are formally
documented and well-understood
by employees
33%
more likely

19. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
19
Value Proposition — Operational Requirements
Platform: Enhancing Performance. Together
Operational Changes:
Performance Partners
From To
 Transactional Relationship
 Heavy Product Orientation
 One-Size Fits All
 Distributor-Focused
 Emphasis on Product Features
 Collaborative Problem Solving
 Balanced Solutions Orientation
 Needs-Based Solutions
 Customer-Focused
 Emphasis on Customer Impact

20. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
20
Build Strong Brands
3

21. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
21
TheValue of a Brand
“All our factories and facilities could burn
down tomorrow but you’d hardly touch the
value of the company; all that actually lies
in the goodwill of our brand franchise...
our company’s name and trademark are by
far our most valuable assets.”
- Roberto Goizueta, former CEO,
The Coca-Cola Company

22. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
22
Brands are Strategic Assets
$21.2
TRILLION
Forbes’ 50 most valuable
brands in the world…
…Combined asset valuation

23. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
23
Growth Gurus – Brand Capabilities
Compared to your competitors,
how would you rate your
company’s brand-building
capabilities?
?
B2B companies with 3-year CAGR of
+15% (B2B Growth Gurus) are 79%
more likely to believe their brand-
building capabilities are a great deal
stronger than their competitors
79%
more likely

24. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
24
Growth Gurus – Brand Portfolio
How clearly organized is your
company’s brand portfolio?
?
B2B companies with 3-year CAGR of
+15% (B2B Growth Gurus) are 31%
more likely to believe their brand
portfolios are extremely clear
/logically organized and well
understood by customers
31%
more likely

25. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
25
Brands are thoughtfully extended
High
Risk
High
Cost
Products &
Services
Brands
Existing
New
Existing New
Market
Penetration
Brand
Extendibility
Portfolio
Extendibility
New Product
Development
Less Impactful

26. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
26
Brands are thoughtfully extended
Offering
Firm Size
Buyer Function
Price PointProject
Length
Operating
Model
Industry Type
Pricing Model
X
Global Professional
Services Firm

27. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
27
Brands are Managed & Measured
Behaviors
What you DO
Perception Metrics
How you’re VIEWED
Performance Metrics
What you ACHIEVE
Organizational
Activities
Brand
Funnel
Brand
Image
Relationship
/Loyalty
Business
Impact
 Articles &
White Papers
 Proprietary
Products/IP
 Brand
Awareness
 Brand
Trial
 Brand
Attributes
 Brand
Personality
 Customer
Acquisition
 Customer
Retention
 Unit Sales/
Revenue
 Margin
Profitability

28. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
28
Test & Learn
4

29. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
29
‘Micro-Targeting’ aVertical Segment

30. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
30
A “Consumer” Promotion in B2B

31. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
31
Content Marketing

32. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
32
Social Media — It’s Not Just for B2C

33. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
33
Growth Gurus — Social Media
How would you describe your
company’s approach to social
media?
?
B2B companies with 3-year CAGR
of +15% (B2B Growth Gurus) are
91% more likely to believe they
have a formal strategy for social
media and its well integrated with
their overall marketing strategy
91%
more likely

34. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
34
Social Media Example
Lego 48.0
Maersk 37.0
Disney 34.2
GE 32.9
Shell 19.1
Ford 17.2
McDonald’s 10.2
Oreo 7.2
Dell 7.0
Red Bull 6.0
Converse 5.1
Starbucks 4.5
Coca-Cola 2.2
Average Score for Ten
Latest Facebook Posts
(June 2014)

35. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
35
Execute with Precision
5

36. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
36
Growth Gurus — Implementation
To what extent is your company
successful in implementing
brand and marketing strategies?
?
B2B companies with 3-year CAGR
of +15% (B2B Growth Gurus) are
20% more likely to believe their
brand strategy is embedded in all
that they do as an organization
20%
more likely

37. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
37
Touch Points = Experience
Before
Purchase
During
Purchase
After
Purchase
Technical
Support
Customer
Care
Training
Delivery
Payment
In-store
Advertising
Content
Marketing
Promotions
PR
Awareness
Familiarity
Consideration
Trial
Purchase
Loyalty
Advocacy
Re-Purchase

38. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
38
Customer Experience —Two Paths
 Financial – how do we squeeze costs
out of the system, get customers to
pay more?
 Operational – how do we streamline
operations to make it more efficient
(for us) from beginning to end?
Internally Oriented Externally Oriented
 Functional path – how do we make
customers’ journeys easy, informative,
and helpful throughout?
 Emotional path – how do we address
customers’ changing psychological or
emotional needs as their decision-
making evolves?

39. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
39
Brand Experience
 Define the brand in customers’
minds
 Distinguish the company away
from its competitors
 Have a high influence on future
behaviors
Brand Experience
50% to 80%
of word of mouth is
driven by brand
experience

40. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
40
5 Best Practices in B2B Marketing
Lead with the
Customer
Make Marketing
Strategic
Build Strong
Brands
Execute with PrecisionTest & Learn
1 2 3
4 5

41. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
41
Click to edit Master title style
1603 Orrington
Evanston IL 60201
MDuckler@fullsurge.com
fullsurge.com
Thank you