how to use targeted advertising to support b2b sales: vendemore @b2b marketing day 2014

Best Prac*ce How to use new technology like targeted online adver*sing to support B2B sales?

450+ so?ware, tech and service B2B companies, in 14 countries and 4 con*nents, growing 50%+ per year, delivering in 100+ countries

The Pipeline Marketing Company

Pipeline Marke*ng™

Widespread support for the supplier across my organisa*on

Organisa*on is easily accesible

Organisa*on is easy to buy from

Organisa*on is willing to collaborate with other suppliers

Provides the best value for the best price

Flexible in adjus*ng to unique product needs

Widespread support for the supplier across my organisa*on

Source: Sales Execu*ve Council research The Challenger Sale p. 102


How to engage the unengaged?


Lack of access


Brand sensi*vity… ….is higher in complex and distributed B2B purchasing than in consumer products (Bondesson)



Target your message online: Only people working in the organisa*ons you choose.

Marke*ng towards the buying organisa*on during the sales cycle


Adver*sing, films, social media, ar*cles are targeted to the buying organisa*on



Successful applica*ons (B2B complex selling):

Cross-‐selling Lead genera*on Channel sales Pipeline accelera*on


Customer Case Best-‐prac*ce Cross-‐Selling


ERP-‐system supplier for the real estate industry A part of the sales processes never go beyond the first mee*ng since the client can’t manage the internal selling to engage in a buying process. Hard to create urgency within the clients organisa*on


Cross-‐selling customer case:

The Pipeline Marketing Company The Pipeline Marketing Company

Vitec, a cross selling case



Constr. comp.

Mun. Real est.

Private Real est. References

Energy Cons.

Customer service

Forecast Modules/ Pain areas

Service staff

Constr. comp.

Energy Cons.

Forecast

Green example: a construc*on company lacking the energy solu*on and the forecas*ng module


Matching “pain”, product & refence



Results cross-‐selling case



Management improved their result in 2013, in rela8on to 2012, by almost 80 %.

“In 2013 we increased our cross-‐selling by 20% from companies targeted by Vendemore” -‐ Magnus Persson, Sales and Marke*ng Director, Vitec. To sell more products to exis*ng customers has always been Vitecs business strategy but with Vendemores solu*on we were able to increase sales and work with business opportuni*es in a much more efficient way.


1.  Set clear, and measureable business objec*ves

2.  Select one product/service/ customer ver*cal segment

3.  A handful of sales people 4.  An abbreviated list of poten*al

customers 5.  Review the outcome 6.  “Adapt and go” for scaling it up

Recommenda*on 1: Map cross-‐selling poten*al & Narrow your focus


Recommenda*on 2: Lunch and learn – Sell to many already from the start



Recommenda*on 3: LinkedIn connec*ons and discussions -‐ Visit the profiles -‐ Add with a personal invite -‐ Ask a short engaging ques*on -‐ Comment on a post



Neil Stoneman Velocity Partners

Recommenda*on 4: Engaging content


The Pipeline Marketing Company Marke*ng towards the buying organisa*on during the sales cycle

Ar*cle ads have higher impact

10x


Content ads are more interes*ng than tradi*onal ads


Survey ads trigger discussions

Content video-‐ads -‐ Create ”pain awareness” -‐ Tes*monials

29 days with no adver*sing followed by a 29 days with targeted adver*sing, everything else the same.

High engagement -‐ over a long period of *me

1. Target

2. Engage

3. Nurture

4. Convert

Targeted distribu*on of content that engage your customers over a long period of *me.

Targeted adver*sing + Marke*ng Automa*on

Pipeline Marketing + Content Marketing


ENGAGED UNENGAGED

Marketing Automation + Content Marketing