This document discusses important topics in B2B marketing. It begins by asking what really matters in B2B marketing and provides an agenda that covers why the reader should tune in, what B2B marketing is, and what matters most in B2B. It then delves into various aspects of B2B marketing such as the differences between marketing and sales, key elements of an effective marketing engine, metrics and analytics, and how marketing will continue evolving.

1. What reaLLy matters in B2BMarketing?
Kingshuk Hazra
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2. Why SHOULD
I tune-in?
Please click on links in this presentation to view videos & best enjoy this presentation.

3. Why SHOULD I
tune-in?
http://www.youtube.com/watch?v=MHsLll6XYBs
Please click on link above to see video

4. Agenda
• Why SHOULD I tune-in to this class?
• What is B2B Marketing?
• What Matters in B2B?
• Summary

5. Words of Caution
– Presenter is here to share experiences -
ideas of Presenter need not necessarily
work for you
– Presenter might be lazy – expect a lot of
questions & if you are nice – a few videos
– Presenter is not very creative, hence expect boring slides

6. What IS B2B Marketing?

7. What IS Marketing? (View 1)
http://www.youtube.com/watch?v=QePU68FhwiY&feature=results_video&playnext=1&list=PLE38195C1A99A155B
Please click on link above to see video

8. What IS Marketing? (View 2)
http://www.youtube.com/watch?v=zFTcX7qqqDQ&feature=related
Please click on link above to see video

9. Market Customer Online
Segmentati acquisition & Inbound
on loyalty
CRM
Market Search
research
Flavours Within Marketing Demand
Demand
(View 3)
Brand
Building
Tactics
Generation
Generation
Public
relations Conversion
Rate Metrics &
Analyst ROI
C’mnctn relations
Tech Indu-
Services FMCG
Products strial 9

10. What IS Marketing(Elefant View)?

11. Quiz#1: What is the no.1 purpose of B2B
Marketing?
 ________________________
 ________________________
________________________
PLEASE TAKE PEN & PAPER & WRITE THIS DOWN.[#1, #2, #3 in order of
decreasing importance]
Please email your answers to mailto: kingshukhazra@gmail.com ; ANSWERS @ end

12. What Matters Most

13. Marketing Engine
Campaigns
Engine
 Integrated Campaign
 Tie-up with Leads &
ROI in 1 database
Leads
Commnctn
Engine
 Lead Generation Engine
 Lead Nurture  Relevant Thought
 Lead Handover Leadership
 All Commmnctn tied
MARKETING to leads & ROI
ENGINE
ROI, Test, &
Analytics Stakeholder
Engine Sensing
 Test, test & test
 Simple Excel based
Engine
analytics works!  Internal sensing –
CSO, CFO, CIO
 External sensing –
MI, CI. Research
13

14. Marketers are from Mars,
Salespersons are from Venus
http://www.youtube.com/watch?v=qWz8bWkMF-E
Please click on link above to see video

15. Marketing Efforts Valley of Death for a Lead
Sales Efforts
Marketing Valley of Death Sales
Target Prospect Qlfc’tn Validatn Propose Nego. WIN!
Gap b/n Sales & Marketing
Idea derived from a presentation by Rubicon Marketing Group, Inc.

16. Closed-Loop Campaign Management
Access/ Excel dB 1 Surface Mail/eMail/ 2 Tele-Marketing 3 Information Mgmnt 4
4
Inbound Mail/Events
Sends out survey forms Call up the people mailed
Target hitlists based on All Information sought is
& relevant collateral for knowing interest
country intelligence via sent out and telecall
to relevant areas
in-house DB repeated
People
Dedicated Tele-marke
Content Exec /Tele-
Marketing Marketing teers
Marketeers
Lead Qualification 5
Based on specified para
meters Lead Qualified
With call/s on prospect
Qualification Manager
Cold Leads/ Oppts 9 CRM Pipeline/Lead 8 CRM Lead 7 Hand over to Sales
Continuous tracking and 6
Based on time line tracking & Complete Interaction
weekly meeting between Entered Into CRM Lead
SO – Mktg this is History + Profile made
sales operations & Management System
classified And handed over to
marketing
Sales
Marketing Marketing Marketing Marketing

17. SME B2B Conversion Rate – Not 1/9th
Personalization
(1/3rd of 1/3rd) but 1/200thCommunication
Broadly L0 Web
Marketing Programs
targeted; less Market Awareness
interactive;
~30,000
Less AR/PR
measurable
Advertising
Inquiry
Search/Online
L3
3000 DM
Prospect
Tele
L5 - MQL
Mktg)
(Account-Based
Hybrid
Demos
Lead 1500
Case Studies/White
Papers
SAL
Narrowly
targeted; Opp 700 Events
Sales Programs
more
References/Value
interactive;
Collateral
highly $ Closed
measurable Deal 150 Sales Kit

18. Lead Generation - the Center of Marketing
Brian Carroll’s
•
http://blog.startwithalead.com/

19. Your Universal Lead Definition
• Allow leads to be scored and prioritized
• Defines the degree of sales readiness
• Requires buy in from sales and marketing
Resource: “How to Precisely Define a "Lead" Before Marketing Begins”
http://www.startwithalead.com/article.asp?ARTICLEID=283

20. Quiz#2: If you were with a B2B Startup had
INR 1 Crore to spend on Marketing next
quarter – please distribute that among the
following…
 Advertising
 Events
 Telemarketing
 Direct Mail
 Online
 Channel Incentive
PLEASE TAKE PEN & PAPER & WRITE THIS
DOWN [All should add up to 1 crore]
Please email your answers to mailto: kingshukhazra@gmail.com ; ANSWERS @ end

21. &
LAST
but definitely
not the least!

22. Metrics & Analytics
/
Source : “http://www.whitecaplg.com/timeshare-blog/2009/11/
http://www.whitecaplg.com/timeshare-blog/2009/11

23. Database Marketing
Source : Whitecap Leads & Marketing Blog http://www.systemsplanning.com/arlis.htm

24. ROI
http://www.flickr.com/photos/eloqua/4974067600/

26. In Summary

27. Marketing will Continue Evolving
http://transitionmarketing.tumblr.com/post/22263491162/excellent-little-cartoon-depicting-the-evolution

28. My Lessons As a Marketeer
• Think Marketing as a distinct activity with separate personality –
from Sales; still don’t allow yourself to be schizophrenic!
• A fast & closed-loop planning, campaigns, leads,
& feedback cycle - ultimate competitive advantage
• Remember leads’ valley of death; closed
loop lead management process -
#1 marketing process
• Non-glam Leads Management, Database &
Tele far superior to glam Thought Leadership &
98 times out of 100 -know the 2 times they arent!
• My today’s story ends here & I haven't even talked
about Social Media!

29. Au Revoir!
kingshukhazra@gmail.com

30. ANSWER TO Quiz#1
What is the no. 1 purpose of Marketing?
You need marketing to...
1. build pipeline
2. build pipeline
3. build pipeline
4. build awareness

31. ANSWER TO Quiz#2
Quiz: If you were with a B2B Startup had INR 1
Crore to spend on Marketing next quarter –
please distribute that among the following…
 Advertising
 Events SCORING KEY
√ Advertising < 10%
 Telemarketing √ Events 10 – 25%
√ Telemarketing 20 – 40%
 Direct Mail √ Direct Mail 5 – 20%
√ Online 10 – 20%
 Online √ Channel Incentive depends
 Channel Incentive
For any questions / usage requests please mailto: kingshukhazra@gmail.com