research for marketing decisions in b2 b industry
DESCRIPTION
When you launch a product you need a different type of market research than the product is in post launch phase. Learn this for B2B products that need "hunting" approach as against the "gathering" type approachTRANSCRIPT
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Market Research for Marketing Decisions : B2B products ( This list is only when your selling is organized based on “hunting” concept )
What should B2B marketing do at launch phase ?
1) DISCOVER IDEAL CUSTOMER PROFILE : Using sales feedback to define / refine who is the
target customer ? a) By seeing how sales campaigns have (not) worked? b) identify new prospecting tactics.by seeing how successful reps prospect c) Formal / Informal activities performed by sales to reach net new contacts? What types of
new prospecting activities are gaining traction with prospects? 2) FIND WHAT TO TALK IN SALES CONVERSATION : What to communicate to the target
customers ? a) What topics/ keywords / tracks do they seek through search engines, peers? b) What appeals / stories / points they respond most to? c) Does the prospect request something in particular?
3) WHERE TO REACH IDEAL CUSTOMERS : Forums to use to reach target customers ? How to create demand generation : campaigns designed to generate inquiries that serve as early stage leads ? What publications, websites and conferences do prospects rely on for information?
4) WHAT IS CONFERENCE / EXHIBITION SCHEDULE : What conferences are your prospects attending? What conferences are prospects skipping? What is the Tradeshow Schedule ?
What should marketing do after the launch phase is over ?
5) IS IT EASY FOR OUR TARGET CUSTOMERS TO FIND US ON THEIR WAY TO PURCHASE? :
Connecting the buyer’s preferred method of buying to our proposed selling process a) Common buyer activities discovered during sales campaigns? b) At what points in the sales process are our reps find out of synch with the buyer?
6) WHAT CONTENT TO DEVELOP : What do prospects seek during sales contact which we can possibly provide as a standard content? What information is valuable to the target customers during the evaluation process? What new things like data, testimonials are prospects asking for? What are the sales aids provided to the sales field to increase success of opportunity management? What gaps can marketing help fill? What isformation that is valuable to the buyer in the final stages of the buying process?
7) LEAD QUALIFICATION : HOW TIGHTER OR LOOSE : Learnings from the sales force process of developing inquiries into qualified leads ? Would the sales force prefer “tighter qualification” (and get fewer leads) or vice-a-versa?