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

Suz Suzy y Teele le Head of MarkeFng & CommunicaFons CO CONNEC ECTS: B2B PRO RODUCT Advanced RoboFcs for Manufacturing MA MARKET ETIN ING (ARM) MARCH 25, 2019 MA H 25, 2019

Ab Abou out 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 § Page 2 CMU CONNECTS MARCH 2019 SUZY TEELE

Busin Bu siness & Mark ess & MarkeF eFng g “The purpose of a business “Marke8ng is 90% strategy and is to create and keep a 10% execu8on.” customer.” - Al Ries - Theodore LeviH, “The Marke4ng “Marke8ng is the crea8on and Imagina4on ” implementa8on of the strategies "Marke8ng takes a day to and tac8cs deisgned to create and learn, but a life8me to keep a customer.” master." - Philip Kotler - Suzy Teele Page 3 CMU CONNECTS MARCH 2019 SUZY TEELE

Mark MarkeFng v eFng vs Sales s Sales Sales is the ground war Marke4ng is the air war One-to-one One-to-many MarkeFng = = Long-term m & Strategic Sales = = Short-term m & TacFcal Page 4 CCMU CONNECTS MARCH 2019 SUZY TEELE

Primar Primary R y Respo esponsibiliFes nsibiliFes Lead Genera4on & Customer Image & Reputa4on Nurturing Engagement CMU CONNECTS MARCH 2019 SUZY TEELE Page 5

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 Page 6 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 . Page 7 CMU CONNECTS MARCH 2019 SUZY TEELE

Po PosiFoning Statement Your elevator speech -- “What Business Are You In?” -- in 3 minutes or less 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 Page 8 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 of a thousand small gestures." - Michael Eisner, Former Disney CEO Page 9 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 Page 10

2018 B2B Buyer 2018 B2B Buy ers Sur s Survey R y Repo eport rt Findings* Findings* Changing buyer behavior The desire to self-navigate the decision-making journey ü The addi4on of formal buying groups or commiHees to review ü purchases A demand for more relevant, contextual content and outreach from ü sales A stronger preference for anonymity in some stages of the journey ü A greater need to engage with sales later on in the journey ü * Demandbase June 2018 Page 11 CMU CONNECTS MARCH 2019 SUZY TEELE

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 Page 12

Kn Know Thy Decision Maker CMU CONNECTS MARCH 2019 SUZY TEELE Page 13

Ev Ever Growing Number of Ways to Reach Your Audience Re 14 CMU CONNECTS MARCH 2019 SUZY TEELE

Al All t the t e tool ools 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 GOL GOLDEN RU N RULE: Market and sell the way that your customer likes to BUY 15 CMU CONNECTS MARCH 2019 SUZY TEELE

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 Page 16 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 Page 17 CMU CONNECTS MARCH 2019 SUZY TEELE

More Qu QuesFons? Contact me me at Suzy Teele suzymteele@gmail.com 412-310-5207 Page 18 CMU CONNECTS MARCH 2019 SUZY TEELE