logging in or signing up Business-to-Business Marketing bafnajayesh Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1037 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: September 15, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: dhavan9 (17 month(s) ago) Dear sir, i want ppt on B2B marketing. plz send me. Saving..... Post Reply Close Saving..... Edit Comment Close By: ganipinenichandu (18 month(s) ago) hi this is good Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: Presented by Rajendar Sunny vikram Presentation on B To B Marketing Business-to-Business MarketingTrends and Best Practice-2010 : Business-to-Business MarketingTrends and Best Practice-2010 An Overview of the ISBM “B-to-B Marketing Trends 2010” Study Objectives of the study :- : Objectives of the study :- The study is used to help set research direction, focus research on investments. help the B-to-B academics and research community stay “tuned in” to those things business people care about most. Many business-to-business firms – utilize the trends study in setting their professional development plans and personal development agendas. Business-to-business marketers look to the trends study to stay focused on the ways they can best contribute to the success of their firms. ISBM Trends 2010 Study : ISBM Trends 2010 Study 1. Develop approaches and methods to better understand what CUSTOMERS REALLY NEED, beyond what they can say or articulate. Opportunities to CREATE REAL VALUE… 2. Lead the charge for sensing, finding, clarifying and assessing new opportunities for ORGANIC GROWTH… 3. Build better UNDERSTANDING AND TOOLS FOR THE COMPUTATION OF VALUE – pricing strategies to harvest value; value generation / creation through the value chain… 4. Construct better B-to-B marketing METRICS: measurement and accountability – proving ROI… ISBM Trends 2010 Study cont… : ISBM Trends 2010 Study cont… 5. Competing and growing GLOBALLY: better navigation of global markets, competition and issues… 6. Developing products, services and business models that Counter commoditization; IMPROVING AND SPEEDING NEW OFFERING PROCESSES AND HIT RATE… 7. SELLING THE C-SUITE: developing the case for the value and impact of marketing that is understood and embraced by top management… 1. Develop approaches and methods to better understand what CUSTOMERS REALLY NEED, beyond what they can say or articulate. Opportunities to CREATE REAL VALUE. : 1. Develop approaches and methods to better understand what CUSTOMERS REALLY NEED, beyond what they can say or articulate. Opportunities to CREATE REAL VALUE. Slide 7: The trend study points to the need for marketers to develop more systemic, rigorous, and innovative approaches to understanding all elements of customer need as they play in the buying process functional, perceived/ psychological, and behavioral. Marketers are called to bring firms new methods to achieving objective measures of value, better understanding perceptual measures of value, better teasing out behavioral measures of value as we develop new offerings and manage customer experiences. Companies Cited as Leading the Way: Customer Insight : Companies Cited as Leading the Way: Customer Insight A leading researcher: “No firm I know gets above a ‘B,’ at least in the B-to-B space.” 2. Lead the charge for sensing, finding, clarifying and assessing new opportunities for ORGANIC GROWTH : 2. Lead the charge for sensing, finding, clarifying and assessing new opportunities for ORGANIC GROWTH Slide 11: A second key trend identified that business-to-business marketers need to be seen as those leading the charge for organic growth inside their firms. if business marketers couldn’t find a direct “line of sight” between their activity and growth initiatives of their firms, they were in danger of becoming obsolete – or seen simply as overhead expense inside their firms. Slide 13: 1. Raise the Odds: learn to “compete in advance” 2. Know; Don’t Guess: gather continuous and proprietary customer information 3. Double Bet: mobilize “Synthetic History” 4. Beat the Unbeatable: play a different game 5. Beyond Brands: innovate business design 6. Avoid “Competing Yourself to Death”: partner with rivals – escape a “no-profit zone” 7. Expand the Pie: invent new demand The Seven Strategies for Turning Big Threats into Growth Breakthroughs… Companies Cited as Leading the Way: Growth : Companies Cited as Leading the Way: Growth 3. Build better UNDERSTANDING AND TOOLS FOR THE COMPUTATION OF VALUE – pricing strategies to harvestvalue; value generation / creation through the value chain. : 3. Build better UNDERSTANDING AND TOOLS FOR THE COMPUTATION OF VALUE – pricing strategies to harvestvalue; value generation / creation through the value chain. Slide 16: As firms continue to seriously “mix” service offerings and terms and conditions offerings with hard product offerings, the issue of computing the value, demonstrating value, and documenting value is becoming ever more important. From both the academic and practitioner perspective, it’s clear that business marketers will need to continue to bring their firms the very latest thinking on value management. “Understanding customers’ perception of value, how to extract and how to effectively communicate value to customers.” Companies Cited: Understanding and Managing Value : Companies Cited: Understanding and Managing Value Slide 18: Some of the original work in developing a taxonomy, crisp definitions, and methodologies for managing value – and value-based pricing – were initiated by DuPont. More recently, a complete rework and reengineering of pricing approach and process was accomplished at Parker Hannifin. 4. Construct better B-to-B marketing METRICS: measurement and accountability – proving ROI. : 4. Construct better B-to-B marketing METRICS: measurement and accountability – proving ROI. Slide 20: Measuring the outcomes of marketing efforts in tangible ways – proving the return on investment for marketing activities. And more and more in today’s markets, it is critical to measure that return in terms of impact on driving profitable organic growth. Benchmark Firms Cited: Marketing ROI Measurement : Benchmark Firms Cited: Marketing ROI Measurement “Cisco Systems applies a refined set of performance metrics to all facets of its channel management and relationship management processes and outcomes.” 5. Competing and growing GLOBALLY: better navigation of global markets, competition and issues. : 5. Competing and growing GLOBALLY: better navigation of global markets, competition and issues. Competing Globally – Well: Not Many Firms Cited : Competing Globally – Well: Not Many Firms Cited 6. Developing products, services and business models that counter commoditization; IMPROVING AND SPEEDING NEW OFFERING PROCESSES AND HIT RATE. : 6. Developing products, services and business models that counter commoditization; IMPROVING AND SPEEDING NEW OFFERING PROCESSES AND HIT RATE. Companies Cited: Speed to Market : Companies Cited: Speed to Market 7. SELLING THE C-SUITE: developing the case for the value and impact of marketing that is understood and embraced by top management. : 7. SELLING THE C-SUITE: developing the case for the value and impact of marketing that is understood and embraced by top management. Slide 27: Finally, the seventh trend in the series had to do with raising better understanding of the importance and potential impact of marketing for a firm – especially with senior management. Connecting with the “C-Suite” in terms they care about – growth, profit, and return on investment, all cited as very critical – and exceptionally difficult in business-to-business markets. Slide 28: THANK YOU You do not have the permission to view this presentation. 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Business-to-Business Marketing bafnajayesh Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1037 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: September 15, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: dhavan9 (17 month(s) ago) Dear sir, i want ppt on B2B marketing. plz send me. Saving..... Post Reply Close Saving..... Edit Comment Close By: ganipinenichandu (18 month(s) ago) hi this is good Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: Presented by Rajendar Sunny vikram Presentation on B To B Marketing Business-to-Business MarketingTrends and Best Practice-2010 : Business-to-Business MarketingTrends and Best Practice-2010 An Overview of the ISBM “B-to-B Marketing Trends 2010” Study Objectives of the study :- : Objectives of the study :- The study is used to help set research direction, focus research on investments. help the B-to-B academics and research community stay “tuned in” to those things business people care about most. Many business-to-business firms – utilize the trends study in setting their professional development plans and personal development agendas. Business-to-business marketers look to the trends study to stay focused on the ways they can best contribute to the success of their firms. ISBM Trends 2010 Study : ISBM Trends 2010 Study 1. Develop approaches and methods to better understand what CUSTOMERS REALLY NEED, beyond what they can say or articulate. Opportunities to CREATE REAL VALUE… 2. Lead the charge for sensing, finding, clarifying and assessing new opportunities for ORGANIC GROWTH… 3. Build better UNDERSTANDING AND TOOLS FOR THE COMPUTATION OF VALUE – pricing strategies to harvest value; value generation / creation through the value chain… 4. Construct better B-to-B marketing METRICS: measurement and accountability – proving ROI… ISBM Trends 2010 Study cont… : ISBM Trends 2010 Study cont… 5. Competing and growing GLOBALLY: better navigation of global markets, competition and issues… 6. Developing products, services and business models that Counter commoditization; IMPROVING AND SPEEDING NEW OFFERING PROCESSES AND HIT RATE… 7. SELLING THE C-SUITE: developing the case for the value and impact of marketing that is understood and embraced by top management… 1. Develop approaches and methods to better understand what CUSTOMERS REALLY NEED, beyond what they can say or articulate. Opportunities to CREATE REAL VALUE. : 1. Develop approaches and methods to better understand what CUSTOMERS REALLY NEED, beyond what they can say or articulate. Opportunities to CREATE REAL VALUE. Slide 7: The trend study points to the need for marketers to develop more systemic, rigorous, and innovative approaches to understanding all elements of customer need as they play in the buying process functional, perceived/ psychological, and behavioral. Marketers are called to bring firms new methods to achieving objective measures of value, better understanding perceptual measures of value, better teasing out behavioral measures of value as we develop new offerings and manage customer experiences. Companies Cited as Leading the Way: Customer Insight : Companies Cited as Leading the Way: Customer Insight A leading researcher: “No firm I know gets above a ‘B,’ at least in the B-to-B space.” 2. Lead the charge for sensing, finding, clarifying and assessing new opportunities for ORGANIC GROWTH : 2. Lead the charge for sensing, finding, clarifying and assessing new opportunities for ORGANIC GROWTH Slide 11: A second key trend identified that business-to-business marketers need to be seen as those leading the charge for organic growth inside their firms. if business marketers couldn’t find a direct “line of sight” between their activity and growth initiatives of their firms, they were in danger of becoming obsolete – or seen simply as overhead expense inside their firms. Slide 13: 1. Raise the Odds: learn to “compete in advance” 2. Know; Don’t Guess: gather continuous and proprietary customer information 3. Double Bet: mobilize “Synthetic History” 4. Beat the Unbeatable: play a different game 5. Beyond Brands: innovate business design 6. Avoid “Competing Yourself to Death”: partner with rivals – escape a “no-profit zone” 7. Expand the Pie: invent new demand The Seven Strategies for Turning Big Threats into Growth Breakthroughs… Companies Cited as Leading the Way: Growth : Companies Cited as Leading the Way: Growth 3. Build better UNDERSTANDING AND TOOLS FOR THE COMPUTATION OF VALUE – pricing strategies to harvestvalue; value generation / creation through the value chain. : 3. Build better UNDERSTANDING AND TOOLS FOR THE COMPUTATION OF VALUE – pricing strategies to harvestvalue; value generation / creation through the value chain. Slide 16: As firms continue to seriously “mix” service offerings and terms and conditions offerings with hard product offerings, the issue of computing the value, demonstrating value, and documenting value is becoming ever more important. From both the academic and practitioner perspective, it’s clear that business marketers will need to continue to bring their firms the very latest thinking on value management. “Understanding customers’ perception of value, how to extract and how to effectively communicate value to customers.” Companies Cited: Understanding and Managing Value : Companies Cited: Understanding and Managing Value Slide 18: Some of the original work in developing a taxonomy, crisp definitions, and methodologies for managing value – and value-based pricing – were initiated by DuPont. More recently, a complete rework and reengineering of pricing approach and process was accomplished at Parker Hannifin. 4. Construct better B-to-B marketing METRICS: measurement and accountability – proving ROI. : 4. Construct better B-to-B marketing METRICS: measurement and accountability – proving ROI. Slide 20: Measuring the outcomes of marketing efforts in tangible ways – proving the return on investment for marketing activities. And more and more in today’s markets, it is critical to measure that return in terms of impact on driving profitable organic growth. Benchmark Firms Cited: Marketing ROI Measurement : Benchmark Firms Cited: Marketing ROI Measurement “Cisco Systems applies a refined set of performance metrics to all facets of its channel management and relationship management processes and outcomes.” 5. Competing and growing GLOBALLY: better navigation of global markets, competition and issues. : 5. Competing and growing GLOBALLY: better navigation of global markets, competition and issues. Competing Globally – Well: Not Many Firms Cited : Competing Globally – Well: Not Many Firms Cited 6. Developing products, services and business models that counter commoditization; IMPROVING AND SPEEDING NEW OFFERING PROCESSES AND HIT RATE. : 6. Developing products, services and business models that counter commoditization; IMPROVING AND SPEEDING NEW OFFERING PROCESSES AND HIT RATE. Companies Cited: Speed to Market : Companies Cited: Speed to Market 7. SELLING THE C-SUITE: developing the case for the value and impact of marketing that is understood and embraced by top management. : 7. SELLING THE C-SUITE: developing the case for the value and impact of marketing that is understood and embraced by top management. Slide 27: Finally, the seventh trend in the series had to do with raising better understanding of the importance and potential impact of marketing for a firm – especially with senior management. Connecting with the “C-Suite” in terms they care about – growth, profit, and return on investment, all cited as very critical – and exceptionally difficult in business-to-business markets. Slide 28: THANK YOU