This was an adaptation of a presentation on "Making B2B Sexy", that was specifically tailored for the CEO Group, Vistage, presented on 10.22.13.
Thanks to all those who attended and learned how personas, use cases, relationship status and knowing your audience can help drive to make Marketing SEXY!
2. This is B2B Marketing?
#MakeB2BSexy
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3. Today’s ONE THING
SEXY
=
ATTRACTION
x
MICROTARGETING
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4. Today’s Take-aways
• Understanding the rules of
attraction
• People buy, companies don’t buy
• Methodology for implementing the
rules of attraction
#MakeB2BSexy
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5. What is attractive to you?
#MakeB2BSexy
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info@demandmcg.com
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6. What is attractive to you?
#MakeB2BSexy
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info@demandmcg.com
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303.325.7423
7. What is attractive to you?
#MakeB2BSexy
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info@demandmcg.com
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303.325.7423
8. What is attractive to you?
#MakeB2BSexy
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info@demandmcg.com
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303.325.7423
9. What is attractive to you?
#MakeB2BSexy
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info@demandmcg.com
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303.325.7423
10. What is attractive to you?
?
#MakeB2BSexy
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11. ion
Vis
The
le.
princip
iding
al or gu
rm go
unchy
long-te
e and p
nd’s
orabl
T he bra
rt, mem
terms
ho
simple
d be a s
oul
tes in
will
T his sh
munica
om
how you
that c
sarily
tement
t n ec es
sta
go, no
ant to
you w
where
re.
get the
#MakeB2BSexy
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13. The
NING
ITIO
POS
for,
and is
the br
es who
y we
rib
and wh
at desc
ion is
ent th
roposit
statem
A
value p
. T his
rand’s
osition
e b
ue prop
what th
hat val
ieve t
uld bel
sho
tone.
ets the
ent s
statem
#MakeB2BSexy
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14. ing:
ion
sit
Po
hat?
W
m
eting fir
2B mark
rvice B
A full se
Who?
focusing
ketplace
mar
the B2B
sses in
ne
acturing
For busi
& manuf
gy
gy, ener
technolo
on
Why?
ou can’t
ething y
om
ab, and s
the
oring, dr
2B is b
eting is
others, B
2B mark
To
CG, B
ut. To M
ome abo
write h
!
ing alive
xiest th
se
#MakeB2BSexy
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15. The Power of WHO
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17. The Sales Guy
ANATOMY
SNAPSHOT
Male in his early thirties to forties who is
college educated with a BA. He is well
spoken with an out-going personality.
He likes to compete almost as much as
he likes to win.
While he can be a team player he is
more focused on personal
performance than other employees.
! worked in high-tech direct sales
Has
and understands the business from
many sides.
! very comfortable with
Likely
Wants access to inventory data
so he can understand which
partners are able to support
deals.
Thinking about
which partners are
performing and
which can support
his deals.
Watches sales
carefully to see who
is buying and to keep
track of his
commissions.
salesforce.com and likes using it to
track sales performance and leads
and to get a snapshot of his personal
performance.
! is likely frustrated with how long it
He
takes to get paid on sales
commissions and he wants clear
data on how much he has earned in
real-time.
Concerned about
inaccurate sales
forecast.
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Wants to meet the
end customer for
every transaction.
18. The Sales Guy
Primary
focus
should
be
on
the
ability
to
deliver
faster,
more
accurate
compensaGon,
more
accurate
forecasGng
and
end
customer
visibility.
HABITAT
Objections
Telephone
I
don’t
want
a
soluGon
that
changes
the
way
I
do
things.
I
know
what
I’m
doing.
!
Email
!
LinkedIn
!
Banner Ads / Retargeting
!
Professional Member
!
Organizations
!
Networking Events
!
How
do
I
know
your
data
is
as
accurate
as
you
say
it
is?
!
How
can
I
tell
if
your
soluGon
is
customizable
to
match
my
needs?
!
What
is
the
support
model
for
your
soluGon?
!
How
can
I
get
my
channel
partners
to
adopt
this?
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19. • Example : Whole Foods
• Example : Best Buy
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20. The Power of WHY
WHAT
WHERE
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22. In Action: Priority
Use
Case
1
Use
Case
2
Use
Case
3
Use
Case
4
PrioriGzaGon
Persona
1
Persona
2
Persona
3
Persona
4
Persona
5
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Use
Case
5
23. In Action: MCG Example
New
CEO
New
Product
“Need
a
New
Missing
Sales
MarkeGng
Launch
Web
site”
Targets
Downsized
PrioriGzaGon
CMO
/
MarkeGng
VP
MarkeGng
Manager
Sr
VP
Sales
&
Mktg
CEO
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24. In Action: Message
Missing
Sales
New
Product
“Need
a
New
New
CEO
Targets
Launch
Web
site”
PrioriGzaGon
CMO
/
MarkeGng
VP
MarkeGng
Manager
Sr
VP
Sales
&
Mktg
CEO
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MarkeGng
Downsized
27. The Power of WHEN
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28. If
Facebook
has
a
relaGonship
status,
why
don’t
you
have
a
relaGonship
status
for
your
prospects?
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31. 20 Minitargets
Persona & Use-case Based
•
Persona 1, Use Case 2
Persona 1, Use Case 3
Persona 1, Use Case 4
•
Persona 1, Use Case 5
•
•
•
Persona 4, Use Case 1
•
•
Persona 2, Use Case 5
•
•
•
•
•
Persona 2, Use Case 1
Persona 3, Use Case 5
•
Persona 2, Use Case 2
Persona 2, Use Case 3
Persona 2, Use Case 4
•
Persona 3, Use Case 2
Persona 3, Use Case 3
Persona 3, Use Case 4
•
Persona 1, Use Case 1
•
Persona 3, Use Case 1
•
Persona 4, Use Case 2
Persona 4, Use Case 3
Persona 4, Use Case 4
•
Persona 4, Use Case 5
•
•
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32. 20 Minitargets
Persona & Elements Based
•
•
Persona 3, Aw
•
•
•
•
Persona 3, Ex
•
•
Persona 2, Ex
•
Persona 1, Aw
Persona 3, Fa
Persona 3, Co
Persona 3, Pu
Persona 2, Fa
Persona 2, Co
Persona 2, Pu
•
Persona 1, Ex
•
•
Persona 1, Fa
Persona 1, Co
Persona 1, Pu
•
•
•
Persona 2, Aw
•
Persona 4, Fa
Persona 4, Co
Persona 4, Pu
•
Persona 4, Ex
•
•
•
Persona 4, Aw
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33. 25 Minitargets
Use Case & Elements Based
•
Use Case 1, Fa
Use Case 1, Co
Use Case 1, Pu
•
Use Case 1, Ex
•
Use Case 4, Aw
•
•
•
Use Case 1, Aw
•
Use Case 4, Fa
Use Case 4, Co
Use Case 4, Pu
•
Use Case 4, Ex
•
•
•
Use Case 2, Fa
Use Case 2, Co
Use Case 2, Pu
•
Use Case 2, Ex
•
•
Use Case 2, Aw
•
Use Case 3, Fa
Use Case 3, Co
Use Case 3, Pu
•
Use Case 3, Ex
•
•
Use Case 5, Aw
•
•
•
Use Case 3, Aw
•
Use Case 5, Fa
Use Case 5, Co
Use Case 5, Pu
•
Use Case 5, Ex
•
•
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34. Microtargets
5 Use Cases
x
4 Personas
x
5 Elements
=
100 Microtargets
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35. In Action: Relationship Message
Awareness
Familiarity
ConsideraGon
Purchase
RelaGonship
Persona
1
&
Use
Case
1
Persona
1
&
Use
Case
2
Persona
1
&
Use
Case
3
Persona
1
&
Use
Case
4
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Experience
36. a very sexy thank you!
MARKET CREATION GROUP
MAKE B2B SEXY
!
!
brett@demandmcg.com
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