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Taking the Guesswork Out of B2B Marketing
- 1. Importance Performance Query Discovering the Essential Truth
- 2. Lessons Learned• SCG has been conducting primary research for B2B companies for more than 15 years • We have observed that many of our clients’ competitors are consistently miss-marketing • They focus on what they are good at rather than what we learn through research, is actually important to the market • This makes it relatively easy to steal share from them
- 3. 2 Critical Points 1. Focus on what is Important to your customers and prospects. Not just what you are best at 2. Make sure your performance on the most important factors is exceptional • Audiences must define what’s essential - not companies • Discover the brand promise that resonates
- 4. It’s Time to Stop Guessing
- 5. Discover the Differentiators • What do audiences believe about: the category, your products and your competitors products? • Where is the opportunity for you to build Leadership Equity?
- 6. What is Important? • Use secondary research to reveal the issues • Identify no more than 10-12 factors to evaluate • Query current stakeholders & prospects on each factor • Employ Top 2 and Bottom 2 scoring
- 7. How is Our Performance? • Query audiences about your performance against the very same importance factors • Employ Top 2 and Bottom 2 scoring
- 8. Controlling for Neutrality is Key We use 5 to 1 scoring to create 3 more useful buckets Strongly Agree Agree Neutral Disagree Strongly Disagree Strongly Agree Agree Neutral Disagree Strongly Disagree Top Two Boxes (4’s and 5’s)5 4 3 2 1 Bottom Two Boxes (1’s and 2’s)
- 9. We Also Measure Enthusiasm Bias Strongly Agree Agree Neutral Disagree Strongly Disagree Top Two Boxes (4’s and 5’s) Bottom Two Boxes (1’s and 2’s) 5 4 3 2 1 Positive bias is determined by more 5’s than 4’s Negative bias is determined by more 4’s than 5’s
- 10. How Do We Stack Up?• Rank order Top 2 Importance scores • Rank order Top 2 Performance scores • Find the holes: • Where do you perform better than others? • Do you perform well on factors not considered important?
- 13. Deeper Insights - Stake Claim to Category Benefit• The leader in air filtration promoted technical specs • IPQ showed “cleaner air” most important • Brand promise is now a “Power Brand” positioning: “Get Cleaner Air”
- 14. Deeper Insights - Keep Message, Modify Operations • National DesignBuild firm staked claim to “on-time completion” • Customers felt otherwise – “switch plate syndrome” • Small details now completed before walk-through
- 15. Deeper Insights - Reaching an Elite Market Segment • The leading maker of figure skates couldn’t break into the elite level market. • A survey of coaches revealed they moved their skaters into the skate they personally competed in - typically as soon as the skater advanced to regionals. • Began including coaches in product development and other communication programs.
- 16. Deeper Insights - Modify Message from Features to Benefits • A leading mechanical contractor was proud of their large fleet • But customers cared about responsiveness • Message shifts to “Rated #1 in Quick Response”
- 17. Your Brand Promise Must Reach Audiences Through Every Channel
- 18. • Lessons Learned• Importance/Performance research reveals or reinforces the essential truth and also uncovers false beliefs. • IPQ provides practical insights into defining value • Providing quality research strengthens client relationships.
- 19. To learn more visit: scgpr