Suz Suzy y Teele le Head of MarkeFng & CommunicaFons CO - - PowerPoint PPT Presentation

CO CONNEC ECTS: B2B PRO RODUCT MA MARKET ETIN ING MA MARCH 25, 2019 H 25, 2019

Suz Suzy y Teele le

Head of MarkeFng & CommunicaFons Advanced RoboFcs for Manufacturing (ARM)

Ab Abou

• ut M

Me e

§ Worked at 2 start-ups as Chief Opera4ng Officer § Mul4ple roles as CMO and/or VP Marke4ng § Launched over 50 technology products § Grew over 100 technology products § Mentored hundreds of entrepreneurs through CMU, PiH, Innova4onWorks (AlphaLab & AlphaLab Gear), Ascender § Involved in over 20 acquisi4ons § Launched PiHsburgh Chapter of WELD (Women for Economic and Leadership Development) § Recently featured in WIT PiHsburgh

CMU CONNECTS MARCH 2019 SUZY TEELE

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Bu Busin siness & Mark ess & MarkeF eFng g

CMU CONNECTS MARCH 2019 SUZY TEELE

“The purpose of a business is to create and keep a customer.”

• Theodore LeviH, “The Marke4ng

Imagina4on”

“Marke8ng is the crea8on and implementa8on of the strategies and tac8cs deisgned to create and keep a customer.”

• Suzy Teele

“Marke8ng is 90% strategy and 10% execu8on.”

• Al Ries

"Marke8ng takes a day to learn, but a life8me to master."

• Philip Kotler

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Mark MarkeFng v eFng vs Sales s Sales

Marke4ng is the air war One-to-many Sales is the ground war One-to-one

MarkeFng = = Long-term m & Strategic Sales = = Short-term m & TacFcal

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CCMU CONNECTS MARCH 2019 SUZY TEELE

Primar Primary R y Respo esponsibiliFes nsibiliFes

Image & Reputa4on Lead Genera4on & Nurturing Customer Engagement

CMU CONNECTS MARCH 2019 SUZY TEELE

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Ta Target Mark Market t

Your target market is the group of businesses that are most likely to buy your product and have the money to do so

• This group shares similar

characteris4cs that should be well understood Customers buy based upon both ra4onal and emo4onal factors

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CMU CONNECTS MARCH 2019 SUZY TEELE

Se Secrets ts of f Buying uying

Secret #1

• People buy to fulfill a need or desire or to solve a problem

Secret #2

• People buy from friends or friends of friends (need some

connec4on or establishment of TRUST)

Secret #3

• People buy what other people who are like them buy (Tribe

mentality)

Secret #4

• Buying is driven by “What’s in it for me?” - not by the features

and func4ons of your product/service. The benefit must be very obvious to the buyer.

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CMU CONNECTS MARCH 2019 SUZY TEELE

Po PosiFoning Statement

Describes how customers should think about your product/service and company (what you aspire to) The FOUNDATION for all of your communica4ons Marke4ng dollars are WASTED when posi4oning is not clearly defined and consistently used

Your elevator speech -- “What Business Are You In?” -- in 3 minutes or less

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CMU CONNECTS MARCH 2019 SUZY TEELE

Wha What is a Br t is a Brand? and?

What comes to mind when someone hears or reads your company/product name It is both a shortcut and a promise kept An effec4ve brand is relevant and different The power of a brand lies in its ability to influence purchasing behavior

"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product

• f a thousand small gestures."
• Michael Eisner, Former Disney CEO

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CMU CONNECTS MARCH 2019 SUZY TEELE

B2B v B2B ver ersu sus B2C s B2C

Biggest Differences:

• 1. B2B is typically a larger $$ sale
• 2. B2B sales are olen to a group of people with different

levels of authority

• 3. B2B sales typically take longer to close
• 4. There are olen some type of contracts involved
• 5. Customer support may be different
• 6. Brand engagement is different

CMU CONNECTS MARCH 2019 SUZY TEELE

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2018 B2B Buy 2018 B2B Buyer ers Sur s Survey R y Repo eport rt Findings* Findings*

Changing buyer behavior

ü The desire to self-navigate the decision-making journey ü The addi4on of formal buying groups or commiHees to review purchases ü A demand for more relevant, contextual content and outreach from sales ü A stronger preference for anonymity in some stages of the journey ü A greater need to engage with sales later on in the journey

CMU CONNECTS MARCH 2019 SUZY TEELE

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* Demandbase June 2018

Se Seven n (7) (7) Tak akeaways s Fr From m Sur Survey y

1. The Length of the B2B Purchase Cycle Has Increased 2. The Time Required to Research Purchases Has Increased 3. There Can Be Up to 6 People Involved in the Purchase Process 4. Forms of Social Proof Are Extremely Important to Buyers 5. Length of Time to Deploy & Ease of Use Are Vital When Considering Solu4ons 6. Buyers Want Sales to Have Experience or Understanding of Their Industry 7. B2B Buyers Want Content Customized for Them

CMU CONNECTS MARCH 2019 SUZY TEELE

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Kn Know Thy Decision Maker

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Ev Ever Growing Number of Ways to Re Reach Your Audience

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CMU CONNECTS MARCH 2019 SUZY TEELE

GOL GOLDEN RU N RULE:

Market and sell the way that your customer likes to BUY

Al All t the t e tool

• ols i

in t the e ma markeFng toolbox ca can be either highly effecF effecFve or a w e or a was aste of e of Fme me and mo money Th The s e skill i is i in p pick cking the the be best t one ne(s) (s) for r yo your potenFal buyer

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Prio PrioriFz riFze Y e Your G ur Goals als

Customer Acquisi9on

• need more leads and customers

Customer Engagement

• need exis4ng customers to stay loyal and purchase

more frequently

Brand Awareness

• Highly compe44ve; need to differen4ate your business

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CMU CONNECTS MARCH 2019 SUZY TEELE

To Top B2B MarkeFng To Tools

1. Email 2. Website/SEO 3. Content/Blogs/NewslePers (all tools) 4. Video and/or in-person events 5. Social 6. Mobile 7. Local

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CMU CONNECTS MARCH 2019 SUZY TEELE

Suzy Teele suzymteele@gmail.com 412-310-5207

More Qu QuesFons? Contact me me at

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CMU CONNECTS MARCH 2019 SUZY TEELE