Brand Expression

• How your brand expresses itself from its name, logo,

corporate ID, packaging design and copy, web design and copy
all the annoying rules that fill its style guide -- is the most
tangible manifestation of your brand's essence; intimations
before purchase of the brand's soul, validation and reminder
of its promise after trial.
 B2B Communication Mix
• Advertising (TV, radio, press, PPC)
• Direct marketing & digital marketing (email,
social media, gamification, etc)
• Public relations (PR)
• Personal Selling
• Sales Promotion
b2b marketing communications tools

• Website
• Branding
• Social media
• Technology
• Lead generation
• Email marketing
• Content Marketing
 Customer Acquisition
Customer acquisition is the process of gaining new
clients and customers for your business.

The goal for businesses is to create a sustainable

customer acquisition strategy that evolves to changes
and trends and systematically attracts new potential
customers to the brand.
 Why is customer acquisition
important?
• Increase its profits over time
• Cover the cost of its expenses, including the
cost of labor
• Reinvest in its own growth
• Show evidence of growth to partners,
investors, influencers and other outside
parties
 Customer Acquisition Process

• Primarily it is important to determine and focus on psychology of

customers, like how the customers feel and think and then selecting
the product segment to be presented to them.

• Concentrating on how the customers are influenced by the

surrounding environment like the business culture, technology,
media etc.

• Analysis of customer behavior and tendency while buying specific

range of product.

• Studying the customer’s limitation of knowledge processing power

which influence the decision making power.

• Finally it’s very important to engage best strategies for effectively

convincing new customers and improving marketing campaigns.
 Strategies for B2B Customer
Acquisition
• Inbound marketing (content and customized
marketing)
• Referral marketing
• Social media marketing
• Search Engine Optimization (SEO)
• Content marketing and recycling
• Customer reviews
• Business website
• Lead Generation through email marketing
 Relationship Communication
Relationship communication is characterized by extensive
interactions and close bonds among members of the buying
and selling organizations

Key Factors:
• Relationship Quality represents a high-caliber relational
bond with an exchange partner that captures a number
of interaction characteristics such as commitment and
trust. “
• Relationship Breadth: represents the number of
interpersonal ties that a firm has with an exchange
partner
• Relationship Composition: building relationships with
key decision makers to generate the highest returns
among customer organizations

• Relationship Strength ability of a relationship to

withstand stress and/or conflict, such that multiple, high-
quality relational bonds result in strong, resilient
relationships.

• Relationship efficacy captures the ability of an inter-firm

relationship to achieve desired objectives.
 Relationship Communication
Programmes
• Social RC programs
• Structural RC programs
• Financial RC programs
 Sales Responsibilities
• Selling products and services using solid arguments to
prospective customers
• Performing cost-benefit analyses of existing and potential
customers
• Maintaining positive business relationships to ensure
future sales
• Reach out to customer leads through cold calling/VM/PI
• Expedite the resolution of customer problems and
complaints to maximize satisfaction
• Achieve agreed upon sales targets and outcomes within
schedule
• Coordinate sales effort with team members and other
departments
• Analyze the territory/market’s potential, track sales and status
reports
• Supply management with reports on customer needs,
problems, interests, competitive activities, and potential for
new products and services
• Keep abreast of best practices and promotional trends
• Continuously improve through feedback
 Call Preparation
• Research the account prior to the call
• Learn something about the person/firm and their
business before the meeting
• Send an outline of the agenda to the client before the
meeting
• Have some value-added points prepared
• Bring all materials, brochures, contracts, etc.
• Prepare answers of important questions as,
Goal of the call
Next step after the call
• Identify the qualifying criteria (expectations of the client)

• Ask open-ended questions (who, what, where, when, why,

how, how much, tell me about it, describe for me

• Handling objections ( Listen, remain calm, assertive, define,

rephrase)

• Presentation

• Closing
 Account Segmentation and
Prioritization
• Account segmentation and prioritization is the process of
categorizing the accounts in their territory according to each
account's existing revenue, as well as future spend potential.

• Account segmentation and prioritization is the next step in

your go-to-market strategy after defining your Ideal Customer
Profile (ICP), exploring your Total Addressable Market (TAM),
and creating a target account list.

• Moving through the process of account segmentation and

tiering allows you to identify your high priority accounts (Tier
1), medium priority accounts (Tier 2), and low priority
accounts (Tier 3).
 Why is account segmentation
important
• According to the State of Account-Based Revenue Engine
Report, providers that implement an account-based
marketing strategy typically see 99% higher engagement
rates within their target account list, 80% improved win rates,
and 73% larger deal sizes.
The process of account segmentation and tiering helps answer
questions like:
• Which accounts will bring in the most revenue?
• Which accounts are most likely to convert?
• Which accounts should I contact first?
• What is the spend potential of my customer segments?
 Tier 1: High priority

• Accounts in your Tier 1 should align perfectly with the

characteristics outlined in your Ideal Customer Profile.
• They represent the most promising opportunities for
your business, and should therefore receive the most
attention from Sales and Marketing.
• Consider assigning your top-performing sales reps to
these accounts (and the buyers within them).
• Tier 1 indicates the potential for large deal sizes,
providers happily invest a significant amount of time
and resources into building and nurturing these
relationships.
Tier 2: Medium priority
• Tier 2 accounts meet most of the requirements in your
ICP, but not all. For example, these accounts may have
a lower lifetime value (LTV) or lower spend potential
compared to your Tier 1 accounts.

Tier 3: Low priority

• As you can probably guess, Tier 3 accounts
possess some characteristics of your ICP, but not to the
extent that Tiers 1 and 2 do. While these accounts are
worth paying attention to and pursuing, they don't
require the same level of effort often seen with higher
priority accounts.
 What is value selling?

• Value selling is a sales approach that highlights the benefits

that a product or service can provide to a customer.

• Value sellers emphasize the value or worth a product can

provide instead of just its cost.

• Value selling pinpoints what the customer's needs are and the
best way to solve them.
Components of Value Selling even
 Benefits of value selling

• Build closer, long-term relationships with customers

• Gain a better understanding of how your product or

service can fit into different industries

• Save time

• Increase your profits

Order Fulfillment Process
 Order Fulfillment Challenges

• Inventory Management
• Demand Planning
• Logistics Planning
• Supply Chain Execution
 Marketing Distribution: Distinctive
Nature
• Size : Shorter channel size expect instant product
delivery
• Geographical Distribution: Network over
different places across
• Mixed Channel: Combination of direct and indirect
channel is used
• Intermediary Characters: Such as brokers,
manufacturers representatives, Commission Merchants,
Industrial Distributors, Value added resellers, drop
shoppers, Jobbers,
 Channel alternatives (Direct/Indirect)
(Channels for Industrial Products)

Direct Direct Industrial Agent/Broker Agent/Broker

Channel Channel Distributor Channel Industrial
Channel
Producer Producer Producer Producer Producer

Agents or Agents or
Brokers Brokers

Industrial Industrial
Distributor Distributor

Industrial Govt. Industrial Industrial Industrial

User Buyer User User User
 Channel Design Decisions

Analyze Customers’ Desired Service Output Levels

Establish Objectives and Constraints

Identify Major Channel Alternatives

Evaluate the Major Alternatives

1.ANALYZING THE SERVICE OUTPUT LEVELS DESIRED BY
CUSTOMERS:
In designing the marketing channels, the marketer must understand the output
levels desired by the target customers. Channel produce five service
outputs:

i. LOT SIZE
The number of units the channel permits a typical customer to purchase on one
occasion.
ii. WAITING TIME
The average time customers of that channel wait for receipt of the goods.
iii CONVENIENCE
The degree to which the marketing channel makes it easy for customers to purchase the
product.
iv. PRODUCT VARIETY
The assortment breadth provided by the marketing channel. Normally customer prefer
greater assortment because more choices increase the chance of finding what they
need.
v. SERVICE BACKUP
The add-on services (credit, delivery, installation, repairs) provided by the channel.
 2. Establishing Objectives and Constraints

The objectives of channel design are heavily dependent upon the marketing
and corporate objectives. The broad objectives include:

1. Availability of product in the target market.

2. Smooth movement of the product from the producer to the customer.

3. Cost effective and economic distribution.

4. Information communication from the producer to the consumer.

 3.Identification of Major Channel Alternatives:

There are three issues to be addressed viz. the overall business environment, types and
number of intermediaries needed and the terms and responsibilities of each channel
member.
Types of Intermediaries
 Company Sales Force Terms and Responsibilities of Channel
 Agent or Broker Members
 Wholesaler  Price policy
 Retailer  Conditions of sale
 Distributor  Distributors territorial rights
 Dealer  Mutual services and
responsibilities
 Value-Added Resellers (VARs)
 Carrying and Forwarding Agents (C&F)
 4. Evaluating Major Channel Alternatives

a) ECONOMIC CRITERIA
Company needs to estimate the costs of selling different volumes through
each channel and the next step is comparing sales and costs.

b) CONTROL CRITERIA
The company must also consider control issues. Using intermediaries
usually means giving them some control over the marketing of the
product, and some intermediaries take more control than others.

c) ADAPTIVE CRITERIA
The company must apply adaptive criteria. Channels often involve long
term commitments, yet the company wants to keep the channel flexible so
that it can adapt to environmental changes.

A channel involving long term commitments should be greatly superior on

economic and control grounds.
 Supply Chain Management
• Supply chain management is the management of the
flow of goods and services and includes all processes
that transform raw materials into final products. It
involves the active streamlining of a business's
supply-side activities to maximize customer value
and gain a competitive advantage in the
marketplace.
 Supply Chain Management
JIT
• When parts are needed the parts arrive exactly at the time
they are supposed to
• Helps keep the factory floor clean and running smoothly
• Doesn’t have extra parts
• Most supplier have their facility next to the assembly plant
leads to minimum transportation and maximized efficiency

• JIDOKA : Automation with human touch (Autonomation)

• Kaizen : KAI ZEN
 Logistic Management
• It is an art and science of obtaining, producing and
distributing material and product I proper place and in
proper quantity.

• Logistic management plans, implements and controls the

efficient and effective forward and reverse flow of goods,
services and information.

• Logistic Management Involves in below mention activities:

 Management order processing
 Warehousing
 Transportation
 Material Handling
 Packaging
 Inventory Control
 Difference

SCM
• Transforming a raw material into products and getting it
to customers

Logistic Management
• Movement of materials in whole supply chain is
logistic