Vendemore Pres Event Conductive "Strategic Product Management"
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This document discusses strategies for product launches and cross-selling existing customers using digital channels. It identifies challenges such as lack of access to decision-makers, lack of customer knowledge about new products, and being seen as the wrong type of supplier. The document presents the "Pipeline Marketing" approach of targeting entire buying organizations with marketing instead of individuals. It provides case studies of how IBM and Vitec increased sales to existing customers by improving positioning, creating urgency with targeted messages, and building knowledge through digital content. The key is helping customers identify new problems, reaching all influencers, and changing perceptions to be seen as the right solution partner.
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Vendemore Pres Event Conductive "Strategic Product Management"
- 2. Product launch and cross-sales towards existing customers
- 3. Pipeline Marketing™ Fredrika (1996-2013) • • • • • • • • Lansering emfas cd-rom Byggt WAP tjänst, rekryteringsföretag Affärsdrivande webplatser, Mogul Marknadsansvarig, Appgate (It-säkerhet/Cryptzone) Founder reklambyrå, Fabric Effektiv produktlansering, Boman Communication Varumärkesstrategi, Exportrådet Marketing Manager, Vendemore
- 7. 400+ software, tech and service B2B companies, in 13 countries and 4 continents, growing 50%+ per year, delivering in 100+ countries The Pipeline Marketing Company The Pipeline Marketing Company
- 8. 400+ software, tech and service B2B companies, in 13 countries and 4 continents, growing 50%+ per year, delivering in 100+ countries • • • • • Complex deals Long sale cycles Many different products Many markets Limited target group …and a limited budget… The Pipeline Marketing Company The Pipeline Marketing Company
- 9. Pipeline Marketing™ Agenda 1. Utmaningar/spaningar Varför är det så svårt att nå ut med tilläggsprodukter och tjänster hos befintliga kunder? 2. Diskussion Hur ser det ut i er organisation? 3. Case Hur några av våra kunder har ökat försäljning på befintlig kundbas The Pipeline Marketing Company
- 10. Pipeline Marketing™ Challenges SALES MARKETING PRODUCT The Pipeline Marketing Company
- 11. Pipeline Marketing™ ”Spaning” • Varför har så många B2B företag endast ett erbjudande/kund i mer än hälften av fallen? • Varför är det så svårt för KAM att nå ut med tilläggs produkter/tjänster? • Varför är det svårt att ta förvärvade produkter och tjänster till befintliga kunder? Lönsamhet Konkurrens The Pipeline Marketing Company
- 12. Pipeline Marketing™ Challenge 1: Lack of access ”Orkar inte driva alla dialoger” ”Vill inte gå förbi min kontakt”
- 13. Organisation is easily accesible Organisation is easy to buy from Organisation is willing to collaborate with other suppliers Widespread support for the supplier across my organisation Provides the best value for the best price Flexible in adjusting to unique product needs The Pipeline Marketing Company
- 14. Source: Sales Executive Council research The Challenger Sales p. 102 Widespread support for the supplier across my organisation Organisation is easy to buy from Provides the best value for the best price Widespread support for the supplier isacross Organisation is Organisation easily accesible willing to collaborate my organisation Flexible in adjusting to unique product needs with other suppliers The Pipeline Marketing Company
- 15. Pipeline Marketing™ 100 % Memory retention Sales cycles are long, but customers’ memory is short…. 0% Meeting Day 1 Day 7 Day 30 Time The Pipeline Marketing Company
- 16. The world is changing = new demands on marketing 3 billion searches/day on Google knowledge workers spend 28 hours/week online writing emails & searching for information by knowledge workers McKinsey Global Institute 2013 The Pipeline Marketing Company
- 17. The Pipeline Marketing Company The Pipeline Marketing Company Source: Agile Marketing, Scott Brinker
- 18. 60% of the sales decision is made before clients contact a vendor More information - less time Increased competition Clients first decide what to change. Then with whom… The Pipeline Marketing Company
- 19. Pipeline Marketing™ Customer buying process Identified problem Set objective + strategy Explore options Set vendor criteria Examine alternatives Plan & Implement Measure result Validate Develop solution Negotiate & Close Implement Solutions Measure results Sales process Identify Qualiify The Pipeline Marketing Company
- 20. Pipeline Marketing™ Challenge 2: Lack of knowledge… • Your products, the full offer • Their own problems and weaknesses The Pipeline Marketing Company
- 21. Pipeline Marketing™ Challenge 3: wrong position? But you’re not THAT type of company…” The Pipeline Marketing Company
- 22. Pipeline Marketing™ Over 50% buy less than 50% of the total portfolio The Pipeline Marketing Company
- 23. Diskussion Vänd dig om och diskutera med grannen till höger i 4 min: Hur ser matrisen ut hos er? Hur många % av er kundbas köper hela erbjudandet? Hur många % köper bara en eller två produkter (50% av erbjudandet eller mindre)? Ge er själva en möjlighet till reflektion…. Prata nuläge - gå INTE in på lösningar.
- 24. Diskussion Vänd dig om och diskutera med grannen till höger i 4 min: Fundera på varför ni tagit era existerande produkter till marknad, vilka är de vanligaste motiven? Prata nuläge - gå INTE in på lösningar.
- 25. Pipeline Marketing™ Driving forces 1. Lönsamhet 2. Lojalitet 3. Hindra konkurrenter The Pipeline Marketing Company
- 26. Solution How can digital channels be used for product launch and cross-sales toward existing customers?
- 27. Pipeline Marketing™ Challenges 1. Lack of access 2. Lack of knowlege ”But you’re not THAT type of company…” 3. Lack of positioning/wrong position The Pipeline Marketing Company
- 28. Long sales cycles - customer lifetime - frequency eDM /E-mail Meeting 0% Proposal Decision Competitive activity Website visit Customer attention 100% Cold call Vulnerable to competition The Pipeline Marketing Company
- 29. Channels & tactics? • Content Marketing • Pipeline Marketing • Marketing Automation • Sales Intelligence • Social Selling • Event Companies who can intertwine these emerging trends with changing customer behavior will be able to achieve sales excellence • Traditional marketing The Pipeline Marketing Company
- 30. First decide what to change THEN with whom… The Pipeline Marketing Company
- 31. Pipeline Marketing™ Pipeline Marketing Run marketing towards the whole buying organisation
- 32. Pipeline Marketing™ Advertise… Only to people working in the organisations you choose. Marketing towards the buying organisation during the sales cycle The Pipeline Marketing Company
- 33. Media coverage ex from Sweden The Pipeline Marketing Company
- 34. Pipeline Marketing™ Advertising, films, social media, articles are targeted to the buying organisation
- 35. Case IBM right positioning to increase sales on existing customers
- 36. IBM situation (selected banks and insurance companies) • Already installed footprint – well known within IT • War of religions with other IT vendors like Microsoft and Oracle • The IBM brand is strongly related to ”tech” IBM wishes (selected banks and insurance companies) • Relate IBM with marketing offerings • Influence the whole decision group • Educate around IBMs offering The Pipeline Marketing Company
- 37. Pipeline Marketing™ Banner pushing references and raising questions The Pipeline Marketing Company
- 38. Pipeline Marketing™ Video about how the international banks become social using IBM The Pipeline Marketing Company
- 39. Pipeline Marketing™ Content feed through Twitter in a banner The Pipeline Marketing Company
- 40. Pipeline Marketing™ Download banner promoting 3 reports about banks (customers and sales/marketing channels) Marketing towards the buying organisation during the sales cycle The Pipeline Marketing Company
- 41. Case VITEC Create a feel of urgency not to use more products
- 42. Pipeline Marketing™ Situation • Vitec is a Swedish software company that has been active in the market for 25 years • business systems and specialized consulting services for real estate management and energy monitoring- and targeting • Both public and the private sector Problem • How can we persuade our customers to purchase more than just a few products from our portfolio?
- 43. Pipeline Marketing™ Which products do existing customers buy today? Which products could be sold to which existing customers in the future?
- 44. Pipeline Marketing™ One banner was created for each of Vitec’s products in different customer categories (Energy, Economy, Management etc.) Vitec/teknisk förvaltning Vitec/prognos
- 45. Pipeline Marketing™ One banner was created for each of Vitec’s different customer segment Vitec/privata fastighetsbolag Vitec/kommunala bolag
- 47. Pipeline Marketing™ Facebook targeting your prioritised accounts The Pipeline Marketing Company The Pipeline Marketing Company
- 48. Pipeline Marketing™ Targeted advertising… Only people working in the organisations you choose. Marketing towards the buying organisation during the sales cycle The Pipeline Marketing Company
- 49. Pipeline Marketing™ Targeted advertising with targeted messages Different clients need different products = different messages and “proof of concept” • • • • Problems/Headaches (urgency!) References from the customer’s own industry Market leadership Knowledge (articles, films, infographs) The Pipeline Marketing Company
- 50. Pipeline Marketing™ The Pipeline Marketing Company
- 51. Quick Summary
- 52. Pipeline Marketing™ Visualize your cross sales potential Master digital channels to increase knowledge
- 53. Pipeline Marketing™ Right positioning ”They are exactly THAT type of company!” The Pipeline Marketing Company
- 54. Pipeline Marketing™ Targeted digital marketing for product launch and cross-sales towards existing customers? 1. Help the customer to identify the right problem & create an urgency for the problem – “public oppinion” 2. Grow the network of contacts – access to all decision makers 3. Increase product knowledge (content marketing, ref case etc.) 4. Affect your positioning – your “rumour” The Pipeline Marketing Company
- 55. Pipeline Marketing™ Inspiration SALES MARKETING PRODUCT The Pipeline Marketing Company