advertisement

Push & Pull

71 %
29 %
advertisement
Information about Push & Pull
Marketing

Published on March 7, 2014

Author: NicolaWilson3

Source: slideshare.net

advertisement

push & Pull Friday, 7 March 14

Flow 1. Understanding our customers 2. Ideas for B2B sales & marketing strategies 3. Creating a B2B sales & marketing plan Friday, 7 March 14

B2B Friday, 7 March 14

Business 2 Business B2B describes commerce transactions between businesses. B2B is used in the context of communication and collaboration Friday, 7 March 14

Buying behaviour in B2B • For consumer brands the buyer is individual. In B2B there are usually different stakeholders involved in the decision to buy a product or service. Each person will have different reasons for buying the product or service. • Since there are many people involved in the decision making process, the technical details usually have to be discussed in length , the decision making process for B2B products & services tends be more longer than consumer goods. • Companies seek long term relationships as any experiment with a new brand will have impacts on their business. Brand loyalty is therefore much higher than in consumer goods markets. •The sales process in B2B is much longer than in B2C. In a B2B sales process, a consumer & buyer will need to meet several times. A detailed assessment of services will be needed which serves the purpose of eliminating the risk of buying the wrong product or service. Friday, 7 March 14

Why? Empathy maps Tool designed by visual thinking company XPLANE Empathy maps are a tool for customer profiling & is a way for us to understand our target customer profile. By understanding our customers we can help us create relevant sales and marketing strategies as well as a customer experience. How? An empathy map includes everything from your target customers needs, motivations, concerns and goals. These are the things that will influence how your target customers think about AIESEC and our programmes Friday, 7 March 14

Empathy Maps The map helps you understand our potential customers and help us engage & connect with them in way which is relevant to their needs. 1. Think and Feel • What is important to your customer? What is she/he sensitive for? • What are his/ her hopes, dreams, fears? 2. See • What does the customer’s environment look like? 3. Hear • What opinions influence the customer? 4. Say and Do • What are your customers beliefs? Where they spend their time? • Who are her/ his friends? 5. Pains • What obstacles or challenges does the customer face? 6. Gains • What does she/he hope to achieve, and how might she/ he measure success? Friday, 7 March 14

creating empathy maps From understanding your purpose driven sales strategy and who your potential customers are for Global Talent we now need to understand on a more holistic level their needs. 1. Create an empathy map for your focus market/ sector (e.g tech SMEs, exporting SMEs, marketing companies, B2B service providers, corporates etc.) 2. Create empathy maps for each of the different stakeholders in the company (eg. line manager, HR, CEO) Friday, 7 March 14

B2B Marketing & sales Push and Pull --Short and Long term Friday, 7 March 14

Who has some ideas of what push strategies could be? A few people share their experience with these focusing on the positive & negative Friday, 7 March 14

Push Friday, 7 March 14 Who has some ideas of what push strategies could be? A few people share their experience with these focusing on the positive & negative

Push Who has some ideas of what push strategies could be? A few people share their experience with these focusing on the positive & negative A push strategy works to create customer demand through promotion. Push promotional strategies focus on selling directly to customers. Friday, 7 March 14

Push Who has some ideas of what push strategies could be? A few people share their experience with these focusing on the positive & negative A push strategy works to create customer demand through promotion. Push promotional strategies focus on selling directly to customers. •Phone calls •Emails & Mail shots •Networking Events •LinkedIn InMail Friday, 7 March 14

Push Who has some ideas of what push strategies could be? A few people share their experience with these focusing on the positive & negative A push strategy works to create customer demand through promotion. Push promotional strategies focus on selling directly to customers. •Phone calls •Emails & Mail shots •Networking Events •LinkedIn InMail Immediate feedback & direct approach Friday, 7 March 14

Push Who has some ideas of what push strategies could be? A few people share their experience with these focusing on the positive & negative A push strategy works to create customer demand through promotion. Push promotional strategies focus on selling directly to customers. •Phone calls •Emails & Mail shots •Networking Events •LinkedIn InMail Immediate feedback & direct approach Positives & Negatives? Friday, 7 March 14

Friday, 7 March 14

Pull Friday, 7 March 14

Pull A pull strategy uses marketing and PR to build up demand for a product or service. Friday, 7 March 14

Pull A pull strategy uses marketing and PR to build up demand for a product or service. •Events •Alliances •Referrals •Online content •Social Media •Endorsements •Alumni •Media Friday, 7 March 14

Pull A pull strategy uses marketing and PR to build up demand for a product or service. •Events •Alliances •Referrals •Online content •Social Media •Endorsements •Alumni •Media Indirect approach Friday, 7 March 14

Pull A pull strategy uses marketing and PR to build up demand for a product or service. •Events •Alliances •Referrals •Online content •Social Media •Endorsements •Alumni •Media Indirect approach Positives & Negatives? Friday, 7 March 14

Friday, 7 March 14

SAles in 2014 Friday, 7 March 14

SAles in 2014 Digitisation and buyer empowerment are impacting on the role of sales. Sales teams are empowered with more knowledge but so too are customers and there are also increasingly blurred lines between sales & marketing. Friday, 7 March 14

Friday, 7 March 14

SAles in 2014 Friday, 7 March 14

SAles in 2014 What does this mean? The typical B2B sales process is changing from a sales dominated act, merely based on personal relationships to a marketing driven process. Customers favour genuine engagement over a hard sell. The best customer engagement will come from a result of sales and marketing joining forces. Thinking of sales engagement! Decision makers are leveraging social media and online research as opposed to working directly with a sales person to influence their decision. Friday, 7 March 14

SAles in 2014 However! Human interaction is still important! People buy people. We still need to develop trust. 70% of B2B sales still involves human interaction. We need to combine a combination of push & pull! Friday, 7 March 14

SAles in 2014 However! Human interaction is still important! People buy people. We still need to develop trust. 70% of B2B sales still involves human interaction. We need to combine a combination of push & pull! Friday, 7 March 14

Social Selling mix of push & pull Traditional Selling Social Selling - Lot’s of cold calling - Focus on prospects who are ready to talk - Unaware of customers’ needs and purchase cycles - Able to offer the right solution at the right time to the right people - Left out of critical conversations about your product and market - Engage in relevant conversations, becoming a trusted expert - Meet heavy sales resistance - Deepen relationships through better listening so customers come to you - Learn about opportunities too late - Spot opportunities early Friday, 7 March 14

Emails Sending more than one email - following up! Who has had success with emails in raising meeting? What did you do? Friday, 7 March 14

events : Networking & industry Being very targeting in the ones you go to! Who will be there? Invest in events if they are for your target market? Understand who you want to talk to. Look at the attendee list. Make sure you follow up after the event & the people who you didn’t get to talk to. Friday, 7 March 14

Alliances Who do your potential customers trust & get industry information from? Which groups so they engage with? What is your value prop for the alliance to partner with you? What do you want to get out of the partnership? Friday, 7 March 14

referrals Can you get referrals from alumni (or even raise with alumni), current partners, past partners, leads? Who has used these and how has it worked? Friday, 7 March 14

online content Online content will be more of a national driven strategy which you can all capitalise on! What does it involve: •Blogs on the website •Website content •Search Engine Optimisation •LinkedIn •Pinterest? Increasing our brand awareness and driving traffic to company sign ups on the website. Friday, 7 March 14

Media Using a PR strategy. What trends can you capitalise on? Immigration, youth mobility, economic growth, youth leadership, tech boom. Having articles published in print and on media online (newspapers, blogs, industry magazines, radio, industry websites) What’s the value prop to the media and/or the journalist? Could be based on case study and you collect these and do the hard work writing the interviews up. Friday, 7 March 14

alumni USE THEM!! They understand AIESEC and can give you insights and introductions! Friday, 7 March 14

Social media • Facebook • Twitter • Youtube • LinkedIn • Google + We will be developing these nationally for AIESEC & Global Talent for you to capitalise on. But you ALL need to have Linkedin and Google + accounts as individuals and use these to network & create leads Friday, 7 March 14

Linkedin - Tips 1. Never miss a chance to connect 2. Discover to map out who are the decision makers with your prospects 3. Easy way to find alumni in your target industry or company 4. Through LinkedIn you can find enough relevant information to make a targeted sales call 5. Get passed gatekeepers with InMail 6. Learn what’s happening with your prospect companies 7. Use groups for connecting with prospects & providing relevant comments 8. Make your profile attractive with relevant info 9. Use the “look back trick” Friday, 7 March 14

Creating a B2B plan 1. Who am I trying to engage with? 2. Which are the relevant channels to engage with different stakeholders of a business based on your understanding of them (use your empathy maps)? 3. Brainstorm ideas of how you can use the different channels to engage with the different stakeholders. What would interest them & how do they respond to different types of engagement? 4. Need to ensure you have a combination of both direct & indirect sales and marketing strategies 5. How am I going to deliver results but also increase brand awareness for the future? Friday, 7 March 14

Creating a B2B plan to generate leads! Using ideas that you have brainstormed it’s now time to put it all into a clear plan that is relevant for your target partners & decision makers. Friday, 7 March 14

Overarching questions: How do you want people to feel, think & understand through your whole engagement? What are different people’s wants & needs What would be the value to them? Week Friday, 7 March 14 Who am I trying to engage with? What channel am I using? Push Strategy Pull Strategy What am I trying to achieve? KPIs

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

Push-Pull-Strategie – Wikipedia

Marketing Push-Strategie. Eine Push-Strategie wird eingesetzt, wenn ein Gut dem Konsumenten unbekannt ist und der Nutzen, den dieses Gut stiftet ...
Read more

Push & Pull Trainingsplan - Sportnahrung-Engel

Das Push & Pull Training ist ein effektives Trainingsprinzip im Bodybuilding. Unser beliebter Push & Pull Trainingsplan mit vielen Tricks für beste Erfolge.
Read more

Push Pull wie Arnold Schwarzenegger - Fitness für Anfänger ...

Das Push/Pull von Arnold Schwarzenegger hat viele Vorteile. Hier sollen diese genannt und ein Ansatz für sein Training von Brust und Rücken gegeben werden.
Read more

Push Pull Trainingsplan zum Muskelaufbau - Der Push und ...

Der Push Pull Trainingsplan: Nutze das System des Push Pull Trainingsplan für den Muskelaufbau Training. Den Push Pull Plan zum Download als PDF.
Read more

Push Pull Trainingsplan: 2er Split - thefitlife.de

Der Push Pull Trainingsplan ist einer der beliebtesten 2er Splits. In diesem Artikel erfährst du alles über Push Pull und erhältst einen gratis Download.
Read more

dict.cc | push and pull | Wörterbuch Englisch-Deutsch

Übersetzung für push and pull im Englisch-Deutsch-Wörterbuch dict.cc.
Read more

Push & Pull | Frauen verführen

Push & Pull ist eine Technik der Verführung. Sinngemäß könnte man es mit wegstoßen und heranziehen ins Deutsche übersetzen. Beim Push & Pull ruft man ...
Read more

Ausgangsstufen Logik-ICs – Mikrocontroller.net

Push-Pull . Bei Push-Pull wird als Ausgangsstufe ein komplementäres Transistorpaar eingesetzt (N-Kanal und P-Kanal), was der CMOS-Technik ...
Read more

Push-Pull – Wikipedia

Push-Pull steht für: Push-Pull-Strategie beim Marketing von Konsumgütern; Push- und Pull-Faktoren der Migrationstheorie, siehe Push-Pull-Modell der Migration
Read more

Official Online Store - PULL&BEAR

Check out our new hip and trendy arrivals in women's fashion at PULL&BEAR this Autumn/Winter 2016. Free delivery to your local store! #freshlooks
Read more