mcg - how to make marketing sexy

Make B2B Sexy !Vistage CEO’s

#MakeB2BSexy | info@demandmcg.com | Bre? Schklar | 303.325.7423

This is B2B Marketing?

#MakeB2BSexy | info@demandmcg.com | Bre? Schklar | 303.325.7423

Today’s ONE THINGSEXY

ATTRACTION

MICROTARGETING

Today’s Take-aways• Understanding the rules of

attraction

• People buy, companies don’t buy

• Methodology for implementing the rules of attraction

#MakeB2BSexy | info@demandmcg.com | Bre8 Schklar | 303.325.7423

What is attractive to you?

?#MakeB2BSexy | info@demandmcg.com | Bre8 Schklar | 303.325.7423

The brand’s long-term goal or guiding principle.

This should be a short, memorable and punchy

statement that communicates in simple terms

where you want to go, not necessarily how you will

get there.

The Vision

Vision:

makeb2b

A statement that describes who the brand is for,

what the brand’s value proposition is and why we

should believe that value proposition. This

statement sets the tone.

The POSITIONING

Positioning:

What?A full service B2B marketing firm

Why?To others, B2B is boring, drab, and something you can’t

write home about. To MCG, B2B marketing is the

sexiest thing alive!

Who?For businesses in the B2B marketplace focusing on

technology, energy & manufacturing

The Power of WHO

Personas

The Sales GuySNAPSHOTMale in his early thirties to forties who is college educated with a BA. He is well spoken with an out-going personality. He likes to compete almost as much as he likes to win.

While he can be a team player he is more focused on personal performance than other employees. !Has worked in high-tech direct sales and understands the business from many sides. !Likely very comfortable with salesforce.com and likes using it to track sales performance and leads and to get a snapshot of his personal performance. !He is likely frustrated with how long it takes to get paid on sales commissions and he wants clear data on how much he has earned in real-time.

ANATOMY

Thinking about which partners are performing and which can support his deals.

Watches sales carefully to see who is buying and to keep track of his commissions.

Concerned about inaccurate sales forecast.

Wants to meet the end customer for every transaction.

Wants access to inventory data so he can understand which partners are able to support deals.

The Sales Guy

HABITATTelephone !Email !LinkedIn !Banner Ads / Retargeting !Professional Member !Organizations !Networking Events

ObjectionsI don’t want a soluGon that changes the way I do things. I know what I’m doing. !How do I know your data is as accurate as you say it is? !How can I tell if your soluGon is customizable to match my needs? !What is the support model for your soluGon? !How can I get my channel partners to adopt this?

Primary focus should be on the ability to deliver faster, more accurate compensaGon, more accurate forecasGng and end customer visibility.

• Example : Whole Foods

• Example : Best Buy

The Power of WHY

Personas

Use Cases

In Action: Priority

PrioriGzaGon

Use Case 1 Use Case 2 Use Case 3 Use Case 4 Use Case 5

Persona 1

Persona 2

Persona 3

Persona 4

Persona 5

In Action: MCG Example

PrioriGzaGon

New CEO New Product Launch

“Need a New Web site”

Missing Sales Targets

MarkeGng Downsized

CMO / MarkeGng VP

MarkeGng Manager

Sr VP Sales & Mktg

In Action: Message

PrioriGzaGon

Missing Sales Targets

New Product Launch

“Need a New Web site” New CEO MarkeGng

Downsized

CMO / MarkeGng VP

MarkeGng Manager

Sr VP Sales & Mktg

Personas

Use CasesStrategy

Personas

Use CasesStrategy

Product

The Power of WHEN

If Facebook has a relaGonship status, why don’t you have a relaGonship status for your prospects?

Personas

Use Cases

RelaGonship

Strategy

Product

Personas

Use Cases

RelaGonship

Strategy

Demand Gen

CreaGve

20 MinitargetsPersona & Use-case Based

• Persona 1, Use Case 1 • Persona 1, Use Case 2 • Persona 1, Use Case 3 • Persona 1, Use Case 4 • Persona 1, Use Case 5

20 MinitargetsPersona & Elements Based

• Persona 1, Aw • Persona 1, Fa • Persona 1, Co • Persona 1, Pu • Persona 1, Ex

25 MinitargetsUse Case & Elements Based

• Use Case 1, Aw • Use Case 1, Fa • Use Case 1, Co • Use Case 1, Pu • Use Case 1, Ex

Microtargets

5 Use Cases x

4 Personas x

5 Elements =

100 Microtargets

In Action: Relationship Message

RelaGonship

Awareness Familiarity ConsideraGon Purchase Experience

Persona 1 & Use Case 1

a very sexy thank you!

MARKET CREATION GROUP

MAKE B2B SEXY

brett@demandmcg.com demandmcg.com/blog

mcg - how to make marketing sexy

bre8 schklar

sales performance

sales commissions

sales guysnapshotmale

sales guyhabitattelephone

direct sales

watches sales

b2b marketplace

Marketing

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