1. Product launch and cross-sales towards existing customers

2. Pipeline Marketing Fredrika (1996-2013) Lansering emfas cd-rom Byggt WAP tjnst, rekryteringsfretag Affrsdrivande webplatser, Mogul Marknadsansvarig, Appgate (It-skerhet/Cryptzone) Founder reklambyr, Fabric Effektiv produktlansering, Boman Communication Varumrkesstrategi, Exportrdet Marketing Manager, Vendemore

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6. 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

7. 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

8. Pipeline Marketing Agenda 1. Utmaningar/spaningar Varfr r det s svrt att n ut med tillggsprodukter och tjnster hos befintliga kunder? 2. Diskussion Hur ser det ut i er organisation? 3. Case Hur ngra av vra kunder har kat frsljning p befintlig kundbas The Pipeline Marketing Company

9. Pipeline Marketing Challenges SALES MARKETING PRODUCT The Pipeline Marketing Company

10. Pipeline Marketing Spaning Varfr har s mnga B2B fretag endast ett erbjudande/kund i mer n hlften av fallen? Varfr r det s svrt fr KAM att n ut med tillggs produkter/tjnster? Varfr r det svrt att ta frvrvade produkter och tjnster till befintliga kunder? Lnsamhet Konkurrens The Pipeline Marketing Company

11. Pipeline Marketing Challenge 1: Lack of access Orkar inte driva alla dialoger Vill inte g frbi min kontakt

12. 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

13. 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

14. 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

15. 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

16. The Pipeline Marketing Company The Pipeline Marketing Company Source: Agile Marketing, Scott Brinker

17. 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

18. 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

19. Pipeline Marketing Challenge 2: Lack of knowledge Your products, the full offer Their own problems and weaknesses The Pipeline Marketing Company

20. Pipeline Marketing Challenge 3: wrong position? But youre not THAT type of company The Pipeline Marketing Company

21. Pipeline Marketing Over 50% buy less than 50% of the total portfolio The Pipeline Marketing Company

22. Diskussion Vnd dig om och diskutera med grannen till hger i 4 min: Hur ser matrisen ut hos er? Hur mnga % av er kundbas kper hela erbjudandet? Hur mnga % kper bara en eller tv produkter (50% av erbjudandet eller mindre)? Ge er sjlva en mjlighet till reflektion. Prata nulge - g INTE in p lsningar.

23. Diskussion Vnd dig om och diskutera med grannen till hger i 4 min: Fundera p varfr ni tagit era existerande produkter till marknad, vilka r de vanligaste motiven? Prata nulge - g INTE in p lsningar.

24. Pipeline Marketing Driving forces 1. Lnsamhet 2. Lojalitet 3. Hindra konkurrenter The Pipeline Marketing Company

25. Solution How can digital channels be used for product launch and cross-sales toward existing customers?

26. Pipeline Marketing Challenges 1. Lack of access 2. Lack of knowlege But youre not THAT type of company 3. Lack of positioning/wrong position The Pipeline Marketing Company

27. 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

28. 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

29. First decide what to change THEN with whom The Pipeline Marketing Company

30. Pipeline Marketing Pipeline Marketing Run marketing towards the whole buying organisation

31. 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

32. Media coverage ex from Sweden The Pipeline Marketing Company

33. Pipeline Marketing Advertising, films, social media, articles are targeted to the buying organisation

34. Case IBM right positioning to increase sales on existing customers

35. 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

36. Pipeline Marketing Banner pushing references and raising questions The Pipeline Marketing Company

37. Pipeline Marketing Video about how the international banks become social using IBM The Pipeline Marketing Company

38. Pipeline Marketing Content feed through Twitter in a banner The Pipeline Marketing Company

39. 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

40. Case VITEC Create a feel of urgency not to use more products

41. 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?

42. Pipeline Marketing Which products do existing customers buy today? Which products could be sold to which existing customers in the future?

43. Pipeline Marketing One banner was created for each of Vitecs products in different customer categories (Energy, Economy, Management etc.) Vitec/teknisk frvaltning Vitec/prognos

44. Pipeline Marketing One banner was created for each of Vitecs different customer segment Vitec/privata fastighetsbolag Vitec/kommunala bolag

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46. Pipeline Marketing Facebook targeting your prioritised accounts The Pipeline Marketing Company The Pipeline Marketing Company

47. 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

48. Pipeline Marketing Targeted advertising with targeted messages Different clients need different products = different messages and proof of concept Problems/Headaches (urgency!) References from the customers own industry Market leadership Knowledge (articles, films, infographs) The Pipeline Marketing Company

49. Pipeline Marketing The Pipeline Marketing Company

50. Quick Summary

51. Pipeline Marketing Visualize your cross sales potential Master digital channels to increase knowledge

52. Pipeline Marketing Right positioning They are exactly THAT type of company! The Pipeline Marketing Company

53. 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

54. Pipeline Marketing Inspiration SALES MARKETING PRODUCT The Pipeline Marketing Company

55. Thanks! fredrika.bennison@vendemore.com linkedin.com/company/vendemore vendemore.com