Marketing-Management



From OUTBOUND to

INBOUND MARKETING


Marketing becomes more and more Sales




B2B Marketing is becoming more and more a part of sales due to increasing inbound marketing

Customer are getting more and more self-contained and self-confident than ever. He does research online, exchanges ideas in communities and social networks. In this way, his purchasing process has already gone through 57 percent on average before the first sales contact (Roland-Berger study: “The digital future of B2B sales”).



For successful B2B communication, companies need to create exciting, emotional and unique content that really interests their customers. To do this, they need to know the preferences and behaviors of the different target groups in detail.

However, many companies in the B2B still rely on classic push marketing (outbound marketing) in order to draw attention to their product or service. Cold calls or mailings interrupt and disrupt today’s buyer. The result: Potential customers have learned to ignore the – sometimes unwanted – messages.

B2B buyers have already gone through 12 searches before first contact with the seller

Google/Millward Brown Digital, B2B Path to Purchase Study 2014

Inbound marketing differs significantly from the traditional approach: While outbound marketing is an attempt to find the prospect, the prospect is supposed to find the seller when it comes to inbound marketing.

In this way, the Internet is used to offer potential customers content that offers them added value – that is to answer their questions, help them and therefore be heeded by them. This content is placed in such a way that it can be found by interested parties in the course of the purchasing process with the help of search engines. If the measure is successful, the initially anonymous visitors will identify and convert. In other words, they leave their contact details by, for example, downloading a white paper, e-book or checklist that is interesting to them and thus becoming a lead.

93% of all B2B buyers start their buying process in the Internet. 88% end up on your website by typing search words.

Yahoo News

In the course of the following Customer Journey, by personalised and targeted communication (Buyer Persona) and taking into account the customer-specific touchpoints (Contact Points) of this prospect (Lead), they are further developed through various supportive measures (Lead Nurturing) by marketing and sales.

Lead Nurturing describes a continuous process that aims to provide the prospect or lead with exactly the information they need at every stage of the buying process.




Separate the chaff from the wheat-New Customers

or Lead – Qualification


Lead Qualification Concept

Any prospect who fills out a form on your website or blog or sends a request email is a lead. As the number of leads increases, it becomes all the more important to separate the chaff from the wheat in order to be able to concentrate on the best leads, where there is also a high probability of a purchase. Learn more>>



Content Marketing picks up the customer when he is

interested in it


Content-Strategy

Companies need to focus on the channels that are also used by their Buyer Personas. And the interest of the potential customer needs to be inspired so that they leave their contact details on your website. Learn more>>



The Customer-Journey-Modern New Customer Generation

Customer Journey and Touchpoint-Management

What drives today’s customer first is his desire for information that adds value to him: His independent, individual customer journey begins in the internet. Learn more>>



Is your website interesting enough?

Website for customer acquisition

Many B2B companies have not yet adapted to the changed research habits and decision-making processes of B2B buyers. Until now, the “push logic” has been in force. Learn more>>



The new target groups

Buyer Persona Analyse

In the past, marketing had to reach as many people as possible with a message. Today, the quality and content of the message, as well as the relevance for the individual, play a crucial role. Learn more>>



Does a CRM system make sense to your business?

Selection of a CRM-Systems

Customer – Relationship- Management (CRM) is an integrated sales and marketing tool that is applied at all levels (horizontally and vertically) of the company from development to sales and “after sales service.” Learn more>>



Digital Marketing … the future in B2B?

Marketing Automation needs analysis

Digital Marketing is the application of marketing strategies, activities and processes made possible by digital technologies. Marketing Automation supports marketing and sales by simplifying the planning, management and optimization of online marketing processes. Learn more>>



Professional Trade Fair Management

Sales Trade Fair Concept

The trade fair as a marketing and sales tool continues to be of great importance. While there are hardly any sales deals left there, but in order to attract new interested parties (leads) and to maintain networking with existing customers, the trade fair in the B2B segment is an important touchpoint. Learn more>>



“Marketing only costs money and doesn’t bring anything …”

Marketing-Performance-Measurement

Marketing performance is not easy to measure. Learn more>>








Lead Qualification Concept


New customer or lead qualification



For effective new customer management, potential customers must be selected from the mass of leads

Separate the chaff from the wheat

Any prospect who fills out a form on your website or blog or sends a request email is a lead. As the number of leads increases, it becomes all the more important to separate the chaff from the wheat in order to be able to concentrate on the best leads, where there is also a high probability of a purchase.

As your business grows and you generate more leads, it doesn’t always make sense to work on every single lead at the same intensity. The sales team should focus on those leads that are best qualified and show the most interest in your offering.

The lead funnel or sales funnel shows the way the new contacts go till they order, divided into the sales process phases

Lead Funnel: Lead Management can be tracked on the basis of the sales funnel – Lead Management Funnel –: Along this funnel, the prospective customers or leads are filtered further and further, from the first download via further qualification to sales maturity and to the conclusion of the purchase. Different parameters of the funnel need to be considered at different levels.

“Lead Scoring” or the evaluation of the leads significantly increases the effectiveness and efficiency of the sales process. By evaluating each interaction the lead has with you (through website, email, newsletter retrieval, etc.), only the highest rated leads are passed from marketing to sales for further direct processing.

The prerequisite for the possibility of reasonable lead qualification is that enough acquisition-relevant data and information can be collected and maintained, both in terms of direct distribution channels via sales (field sales, customer service) and through Marketing (e.g. fairs, email campaigns, advertising feedback, digital media such as website, etc.).

Marketing and sales must define a rating system together and then decide on which criteria, weighting and at what threshold the prospective customer should move from marketing to sales support. With the help of a matrix that maps explicit and implicit scoring, you can visualize this rating system and the threshold very well.






Content-Strategy



Content Marketing picks up the

customer

when he is interested

in it.



Companies need to focus on the channels that are also used by their Buyer Personas. And the interest of the potential customer needs to be inspired so that they leave their contact details on your website.

The best way to awaken interest is to provide prospects with a good “content” that provides the lead with a first-class added value and good information content. Because it is only with the right content and professional email marketing that the lead can be optimally accompanied on its customer journey and, above all, guided (“Lead Nurturing”). Ideal here is a content marketing approach for lead acquisition, in close cooperation with and as support for sales.

B2B buyers have already gone through 12 searches before first contact with the potential supplier.

Google/Millward Brown Digital, B2B Path to Purchase Study, 2014

Content marketing relies on pull, that is, a customer is searching for and requesting information. But it can’t be done without any push. As is often the case, it’s the right combination of the two.

What is to be achieved?

  • Generate and qualify high-quality leads (lead scoring)
  • Develop the lead through lead-nurturing to sales maturity
  • Convert qualified leads into buying customers through sales management

Ideally, the process, which is actually controlled by marketing up to the first level of qualification, is supported by appropriate marketing software. After qualifying through marketing, sales take over the qualified leads and then expand (in parallel with continued marketing support as part of lead nurturing).

Lead Nurturing describes a continuous process that aims to provide the prospect or lead with exactly the information they need at every stage of the buying process.

Creating content for the corresponding Buyer Persona (target people) does not mean writing a flyer or an advertising brochure. The lead must be convinced with the right content at the right point of contact (“Touchpoint”). The content can be made available to the lead via a download, e.g. in the form of

  • White Paper
  • Ebooks
  • Webinars
  • Technical Reports

After providing his contact details (double-opt-in procedures necessary for data protection), the information can be downloaded or sent by e-mail.

With the information provided by the lead, the sales department receives an accurate interest profile, which makes the subsequent personal support much easier and more effective.

The more complex the products and services, the better a valuable content can be created, because here the supplier can best outline what problems there are and provide information and solutions. With the right content, Google Rankings on the net can also be significantly increased = they are found faster and easier.

Consulting example „Content-Strategy“

  • Assessing existing content and channels used
  • Target groups and Buyer Persona definition and description
  • Analysis of the customer journey and touchpoints. Touchpoint Mapping
  • Rating Sales Funnel and Lead Qualities
  • Definition of suitable content and key words for personas and touchpoints
  • Selection of suitable channels
  • Processes and KPIs, monitoring
  • Training and implementation

© New Business Consulting GmbH







Customer Journey und Touchpoint-

Management



The Customer-Journey –

Modern

New Customer Acquisition



What drives today’s customer first is his desire for information that adds value to him: His independent, individual customer journey begins in the internet. For companies, this means that they need to be present at this very point in order to attract the attention of the prospective customer and even make him an actual customer later.

By a long way, not all marketing and sales teams know the typical information paths of their customers. In order to attract customers, it is crucial to know where and how your potential customers begin their search for information. The provider who places useful information first with your customers can then place himself as a source of information and as a trusting consulting body.

The Customer Journey refers to where a single lead or contact is currently in the buying process. It is an ideal starting point for segmenting your target audience, because how you communicate with different contacts should largely depend on their purchase phase.

For example, if you’re in touch with a new lead that you know next to nothing about, this communication should be markedly different from that with qualified leads that are already about to make a purchase decision.

The Customer Journey (or Buyers Journey) in the B2B consists of three phases: Awareness, Consideration and Decision. The Consideration Phase furtheron is divided into:

  • Phase 1: At the beginning is the general orientation and information (pre-sales). It is not yet a question of a specific problem or an acquisition.
  • Phase 2: The Initial Sales Phase. This is where one’s own needs are fleshed out.
  • Phase 3: Solutions are now being investigated and a pre-selection process (mid-sales phase) is being searched for providers who are either discarded equally or included in a shortlist based on the specified requirements.
  • Phase 4: The providers in the shortlist are compared based on the information on the website (Final Sales Process) and reduced to a few (relevant set).

The analysis of the Customer Journey should clarify:

How are the different phases of the journey, who is involved as on the part of the customer segment. Which information requirements are important at the respective stage and at which touchpoints they are retrieved or can be offered.

Which interested parties must be provided with which relevant, consecutive information at which points in the Customer Journey and at what time in order to introduce them step by step to the purchase decision (Lead Nurturing)

A close common approach between marketing and sales is necessary in order to be able to go through the complete process of the customer journey. Goals must be set together and processes and responsibilities must be determined.






Website for Customer Acquisition



Is your website interesting

enough to generate

new Leads?

93% of all B2B buyers start their shopping process in the Internet.

88% of them end up on your site by entering search words.

(Source : Yahoo News)


Many B2B providers have not yet adapted to the changed research habits and decision-making processes of B2B buyers. Until now, the “push logic” has been in place: According to its schedule, sales and marketing acted with direct acquisition, direct mailings, etc., with the aim of arranging a meeting with the interested party. Meanwhile, the “pull logic” applies: “The impulse comes from the customers. They decide when and where sales come into play and in what form they want to interact with it.

The days when B2B websites were solely for corporate representation are over. In the age of inbound marketing, online concepts are needed that promote dialogue with the target audience, integrate seamlessly into the sales and marketing activities of B2B companies, and support, if not be designed to attract new customers, .

The primary goal of a website should be to attract new customers-those who have not yet had contact with the company. This is precisely where the great potential of online marketing lies in the B2B. Inbound measures play a central role in lead generation. This makes it all the more important to offer high-quality content with added value for the respective lead on the website and in marketplaces where potential customers are staying – such as case studies, checklists, white papers or webinars. This increases the likelihood that a prospective customer will request this content and, in turn, reveal their contact details (conversion).

Even online, the rethink doesn’t go far enough. The vendor websites do not provide the information sought by B2B Buyers. For example, only 37% of B2B buyers find the content found to be helpful for the decision-making process.

Accenture Interactive, State of B2B Procurement Study, 2014

The website should always be aligned with the requirements of the market in general and with your target persons (Buyer Personas) in particular. Because a well-designed website picks up the visitors with their own questions and ideally provides the right answers.

Profitability and high benefits are key criteria against which a successful Internet presence is measured. That is why online measures today, more than ever, need to be able to undergo reliable monitoring and control of success in order to make better use of existing potentials and increase the efficiency of the measures.

Under the terms Web Analytic, Web Controlling and Web Intelligence, methods and programs for measuring success and – control have been established. They form the basis for a continuous optimization process.

The homepage analysis is the first step in building a customer-centric website. Other points include comparison and adaptation with sales and marketing goals.

  • Strategy: audience analysis, landing pages, interaction tools, business model, content, etc.
  • Content: keyword analysis, presentation tools used, structure, ease of use, etc.
  • Technology: source code analysis, search engine optimization (SEO), mobile orientation, speed, etc.
  • Web Analytics and Performance






Buyer Persona Analyse





Buyer Persona Analysis-a tool to align B2B marketing and sales even more powerful

The new target groups



In the past, marketing had to reach as many people as possible with a message. Today, the quality and content of the message, as well as the relevance for the individual, play a crucial role.

Which information is relevant is always dependent on the specific context of the recipient. This includes personal characteristics and behaviors, such as his prior knowledge, his tasks in the company, the type of information gathering and the position in the company, as well as within the customer journey.

In order to determine which channel and content the potential customer is most likely to reach, marketing needs to get to know their customers and take into account the context. This is the only way to create relevant content with added value and ultimately generate interest.

For successful B2B communication, companies need to create exciting, emotional and unique content that really interests their customers. To do this, they need to know the preferences and behaviors of the different target people in detail.

Typical questions that arise in a company when creating Buyer Personas should be among other things:

  • What customer type is wanted?
  • Who would be easiest, quickest, most likely to buy the product or service or contract the company?
  • Who has actively recommended the brand or product or service so far?
  • Which customers are particularly profitable?
  • What growth potential can be achieved by attracting new customers?





Selection of a CRM system




CRM systems are now rolled out in many B2B companies-but what do they really do and how should CRM be defined in a company-specific way

Is a CRM system

of any benefit

for your company?



Customer Relationship Management (CRM) is an integrated sales and marketing tool that is applied at all levels (horizontal and vertical) of the company (from development to sales and “after sales service.”

If the definition is rather technically interpreted, CRM can be used to understand the maintenance of customer relationships by means of a software solution that captures all of a customer’s business operations and information.

Although the usefulness of good CRM products is now undisputed, there are numerous cases for unsuccessful or failed introduction of the sales software because even the best sales software does not replace missing sales processes or incorrect expectations due to poor target provisions.

Together with a selection of sales representatives, we analyse the existing sales process, help define the objectives of the CRM system (what it is supposed to achieve and what advantage it can bring) and then select a suitable system based on a detailed specifications and product brief.

Thus there are several factors to consider when selecting a CRM system:

  • Functionality
  • Simple Operation
  • Mobility
  • Integration into existing IT systems
  • Extensibility
  • Profitability
  • Security (for example, customer data)

CRM software provides the IT infrastructure to manage customer relationships. Just as CRM can be broken down into sub-areas, CRM software solutions with different levels of scope are available. This ranges from data mining and business intelligence functions in analytical CRM systems to contact databases and campaign management in operational CRM systems to portal solutions for cross-company use.

The basis is always a database in which information about customers is stored. At its core, it’s about the interplay of communication channels, processes and data. Which CRM software is suitable for you depends on your situation and your goals. That’s why the “as is analysis” phase is important to get clarity about where you currently stand and what you want to achieve.

Consulting example “Target definition and selection of a CRM system”

  • Definition objective of the CRM system and benefits
  • As-Is-Analysis (Corporate Strategy, Sales and Marketing Strategy, Processes, Sales Structure and Organization)
  • As-is-analysis of customer structures and segments, communication types, required data, customer processes, customer profiles, relationship management
  • As-is-analysis of data management, data models
  • Determined functions of CRM: Processes, communication, data, access, sales control,
  • Determination KPIs and monitoring CRM
  • Creation of specifications for CRM system
  • Selection of possible CRM providers

© New Business Consulting GmbH






Marketing-Automation-

Requirement Analysis



Digital marketing … the

future in B2B sales?



Digital marketing is the application of marketing strategies, activities and processes made possible by digital technologies. Marketing automation supports marketing and sales by simplifying the planning, management and optimization of processes in online marketing.

First and foremost, the decision for marketing automation should be to improve the Lead Management, the automation of marketing processes and time and cost savings for sales. Normally a marketing automation platform consists of different modules that are individually assembled and tailored to customer needs. Depending on the provider the following areas of functions almost completely can be automated:

  • Social Media
  • Email marketing
  • Content Marketing
  • Web-Analytics
  • Marketing-Campaigns
  • Landingpages
  • Customer Retargeting

In B2B Marketing, marketing automation is mainly used in e-mail delivery. Other fields of application in the B2B include the automation of lead management processes and the creation of various landing pages. The main advantages of marketing automation:

  • Effective and target-group-oriented communication
  • Improved targeting of messages
  • Higher quality leads
  • Time and cost savings for sales
  • Reducing staff costs

Whether the use of marketing automation software makes sense depends on the market, product range, customer structures and sales approach. And since, of course, there is no point in overloading your business with countless systems, you should ask the following questions internally when dealing with marketing technology:

  • Can the solution help us achieve our revenue goals?
  • Can the solution be easily integrated with our current and future systems?
  • Will the solution help us achieve our existing target audience targeting, interaction and lead generation goals?
  • Does the solution help us to improve cooperation within the company and build bridges between departments such as marketing and sales?
  • Can activities and results be measured and thus made transparent and optimizable?

Many companies, including DAX companies, have entered the so-called “digitization trap” in marketing with the start of digitization. Quickly introduced unrelated digital island solutions, but which do not support an overall marketing process, meant that these companies today cannot ensure a functioning, unified customer experience for their customers.

If one plans to digitize marketing processes comprehensively, it is advisable to proceed strategically and step by step when introducing, instead of jumping on rapidly changing marketing trends and technologies. Its needed to avoid non-profitable investment spend and creating data siloss or digitization traps. The most important goal of digitization should be to support current business processes, planned ones for the future and possible ones in a flexible and comprehensive approach. An open and expandable system architecture is therefore the prerequisite for seamlessly connecting all components.

There are many new channels and many new ways to get customers and prospects to interact, but this also changes the nature of the software. When it comes to the question of what a company actually needs, it is necessary to clarify which technology should be introduced in which order and how

Consulting example “Marketing Automation Needs Analysis”

  • Analysis of existing needs, objectives, structures, processes, existing systems and complementary options
  • Defining requirements and prioritizing them
  • Derivation of functions and services
  • Creation of specifications and selection providers. Soliciting offers
  • Profitability calculation
  • Final evaluation

© New Business Consulting GmbH






Sales Trade Fair Concept



Fair management and, in particular, the post-processing of the gained leads is often unstructured

Professional trade fair

management-in particular

the follow-up and the leads analysis

is often neglected



The trade fair as a marketing and sales tool continues to be of great importance. While there are hardly any sales deals left there, but in order to attract new interested parties (leads) and to maintain networking with existing customers, the trade fair in the B2B segment is an important touchpoint.

On the other hand, the fair is a very high cost block (stand rent, construction, travel expenses, time …). It is not only the considerable costs that justify careful and timely planning of the trade fair appearance.

However, very few companies have a clear target definition of what is to be done and achieved on a sales basis at the trade fair and how this is to be implemented. So you often see trade fair booths, where there is quite a mess and more own employees stay than that customers or prospective customers can be seen there. Not to mention a professional recording and evaluation of contacts.

Consulting example “Creating a trade fair concept for sales (in collaboration with marketing)”

  • Deriving the trade fair objectives from the sales and marketing strategy
  • Identification of target groups and Buyer Persona
  • Planning and design fair invitation communication and PR measures
  • Integrated customer communication related to the objectives (e.g. new customer acquisition)
  • Instruments accompanying the trade fair and events
  • Integration of sales to generate trade fair visitors
  • Rules and processes for the trade fair stand
  • Preparatory training of sales
  • Analysis of trade fair results by defined KPIs and objectives
  • Post-analysis/success control after 6 months final evaluation

© New Business Consulting GmbH







Marketing-Performance

Measurement



Marketing performance often is not measured. A lot of money is spent but concrete results are not reviewed

“Marketing only costs

money and

any doesn’t bring anything…”



Marketing performance is not easy to measure. The proof of the economic benefits resulting from a marketing measure cannot usually be directly seen in the case of classic (outbound) marketing instruments such as print advertising, trade fairs or PR advertisements, because results are not directly visible and often show up very late (or not at all).

That is why a monitoring of success almost always fails. The problematic proof of efficiency leads, among other things, leads to the fact that the acceptance of “marketing” is often quite low in the B2B.

First and foremost the company needs to set a marketing plan and goals, that supports the sales goals. In addition, there is the planning of measures and the set up of a budget for the financial year, which needs to be aligned with the sales and product management.

The marketing performance analysis then offers various KPIs to ensure the efficiency of the spent budgets. Different methods help here, for example measurement of an ad or of a published PR article by interviewing existing customers.

When compiling the Key Performance Indicator mix, care must be taken to ensure that all types of metrics are taken into account in a balanced ratio: Leading as well as lagging indicators, qualitative and quantitative measures, as well as monetary and non-monetary metrics.

Consulting example “Measuring and Evaluating Marketing Input”

  • Inclusion of all direct and digital channels
  • for example Inclusion of customer surveys
  • Definition and measurement of success indicators (KPIs)
  • Process description, manual and development of templates
  • Analysis of efficiency by channel and measure. Assessing future priorities

© New Business Consulting GmbH