How to use best practice b2b branding and communications | Ed Field | Maverick Communications
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The document discusses how to achieve "Pitch Perfect" branding and communications for B2B companies to boost growth. It outlines a five-phase path including researching the market, clarifying the brand positioning, developing branding elements, rolling out new materials, and refining over time. Done effectively with talent across disciplines, Pitch Perfect branding can help retain clients, increase sales and leads, improve recruitment, and realize a company's full potential.
How to use best practice b2b branding and communications | Ed Field | Maverick Communications
- 1. Pitch Perfect. How to use best-practice B2B branding, communications and marketing to speed your growth, especially in new markets. Enterprise Ireland Digital Strategies for International Markets. Kilkenny, 21st March 2018 Presenter: Ed Field, Managing Director, Maverick ( www.Maverick-intl.com )
- 2. Since 2005. Team of 13. See maverick-intl.com Fuelling success for ambitious, internationally focused B2B companies and brands.
- 3. MarketingCommunications +Strategy. Positioning. Branding. Copywriting. Photography. Video. Websites. Sales Presentations. Content. ABM. Social. SEO. PPC. Email. Display. Landing Pages, Marketing Automation. A powerful combination that’s driving extraordinary success in the technology, industrial and professional services sectors.
- 4. Revenue generating programmes 30+ International B2B Clients Professional Services Centre of Project Management (UL) Target Sectors: Engineering, Pharma, BioTech. Construction, Healthcare, Gov. Leading Edge Group Target Sectors: Healthcare, Medical, Pharma . University of Limerick MBA Target Sectors: Pharma, Medical, BioTech, Manufacturing, Finance, Energy. Industrial Carey Glass Target Sectors: Architects, Glazing & Building Contractors. FloorTech Target Sectors: Pharma, Transport, Retail, Food & Beverage, Auto. Safety Storage Target Sectors: Pharma, Medical Devices, Energy, Construction, Food. Technology Emisoft Target Sectors: Oil & Gas, Chemicals, Metals & Mining, Pharma, Biotech. Solgari Target Sectors: Healthcare, Fintech, Recruitment, Financial Services. ECAT Target Sectors: Transport & Logistics, Retail, Facilities Management.
- 6. A standard of B2B branding and communications that sparks extraordinary gains for an organisation. Same business strategy, same product/service, same people – but a very different result. ‘Pitch Perfect’
- 8. Through digital channels you can now cut through the clutter, reach anyone, anywhere and engage, educate, excite and amaze. Opportunity
- 9. LSM
- 10. The Challenge Production orientation to marketing orientation. From commodity to brand. LSM
- 16. The impact. Helps retain and up-sell to existing clients. Protected and increased margins. Massive reduction in sales effort required and huge reduction in time-to-close. Increased flow of high quality warm leads. Increased lead-to-sale conversion rates. Improved recruitment and increased motivation. Making easier work of business. Opening up to realise the full potential of the business. More sweet spot customers. Greater profitability.
- 17. You can now cut through the clutter, reach anyone, anywhere and engage, educate, excite and amaze. Raise your expectations. The standard of B2B branding and communications in general is low. Few executives in B2B organisations have witnessed the impact of anything close to a ‘Pitch Perfect’ communications. Expectations are low. So re-set, forget what you know. Expect this:
- 18. When a sweet prospect who has never heard of your brand lands on your website, be it the homepage or any other page, there is an immediate, less than one second, very positive first impression made, consciously and sub- consciously. You’ve immediately begun to build trust and you’ve sparked interest, they are ready to explore more. 1-second impact
- 19. When the prospect explores a little further, for example on your website, you are hitting on all their key touch points. All perfectly tuned to their perceptions, needs and concerns – trust is building further, they are more and more impressed, they are really excited that you have exactly what they need, they take the next step. . 60-second engagement
- 20. The Challenge Needing sharper tools to break new markets Carey Glass
- 28. How do you score?
- 29. Average 3/10 From 300+ companies examined. 1 in 10 score a minus. Vast majority overate the standard of their branding and comms.
- 30. So why not?
- 31. ⎼ Don’t see the need, don’t understand the opportunity ⎼ Low ambition ⎼ Poor experiences with previous communications projects & providers ⎼ Looking for quick fixes e.g. a new website ⎼ It’s hard. Get 50 ducks in a row – many aspects, needs many talents ⎼ Few providers in B2B space, fewer still to deliver all that’s required ⎼ Requires investment ⎼ Takes time Why not?
- 32. The Challenge Break new ground and internationalise Emisoft
- 36. There is a way… 5 phases 20 key steps 4 guiding principles
- 37. The Path to Transformation Research & Understand Clarify, Define & Plan Develop Ingredients Produce & Roll-out Refine, Develop & Amplify 3 2 1 4 5
- 38. 1. Deep understanding of the company, offering, customers, competition and market. Research & Understand
- 39. 1. Clarity on, and extensive material for, the fundamental facts: what you do, for who, how you do it differently, the value delivered, the proof. 2. Clear Purpose – People first engage with ‘why’ you do what you do, not ‘what’ or ‘how’. A clear purpose, for an organisation or brand, underpins the development of effective communications. A purposeful company/brand is a more powerful one. 3. Clear Positioning - What to own in the prospects mind. What’s the lead attribute you can be and want to be known for? Clarify, Define & Plan
- 40. 4. Personality defined - how you look, sound and act – true to the company/brand and resonating with your sweet spot prospects. This definition will direct the development of your visual style, tone of voice, images etc. 5. Distill all into a succinct Value Proposition. A statement which explains what benefit you provide (what problem you solve) for who and how you do it uniquely well. It explains, in your niche, why you’re distinctly better than the alternatives. The value prop is a distillation of the facts and is aligned with your purpose. Clarify, Define & Plan
- 41. 6. Clear Construct - what are the parts and how do they work together, crucial for clear website navigation. Customer centric, not company centric. 7. Full, succinct, clear Plan for brand and communications development. Defining: what’s to be produced, who does what, the roadmap, timeline, investment required. Include an outline, 1 or 2 page, website plan. Clarify, Define & Plan
- 42. 1. Right brand identity 2. Well developed, distinctive visual style 3. Clear, compelling, complete copy – from lead message to deep body copy 4. A bank of photographs to illuminate your communications, may also need icons, explainer graphics, illustrations and video Develop Ingredients
- 43. 1. Create all key sales supports; website, sales decks, proposal templates, any print materials, trade show stand or other. 2. Complete roll-out of revised brand identity (if it has been changed). 3. On-boarding your team, especially client facing people, with your clarified positioning, pitch, personality and messaging. 4. Switch over – one day where all the old goes, and all the new comes in. Produce and Roll-out
- 44. 1. Refine all fundamentals overtime. 2. Add more detail, especially more stories and more proof (video with client interviews if possible). 3. Ensure all stays on-brand. All experiences, all touch points, all messaging, all people, all materials are kept on-brand. Inconsistency undermines trust (both consciously and sub-consciously). 4. Ensure your marketing activities are getting your message in front of your sweet spot prospects. Refine, Develop & Amplify
- 45. The Path to Transformation Research & Understand Clarify, Define & Plan Develop Ingredients Produce & Roll-out Refine, Develop & Amplify 3 2 1 4 5
- 48. 4 Key Principles
- 49. 1. Clarity – Clearly understanding makes for a solid foundation. 2. Simplicity – People are busy. You might only have a moment to be noticed, a few seconds to make a positive first impression, and a few minutes to inspire action. Keep it simple. 3. Depth – Empower your audience. Answer all their questions, give them all they need. Open up, share. 4. Consistency - Inconsistency undermines trust, both consciously and sub- consciously. Ensure all experiences, all touch points, all messaging, all people, all materials are on-brand. 4 Key Principles
- 50. Simplicity is the ultimate sophistication “ Leonardo da Vinci
- 51. Simple can be harder than complex: You have to work hard to get your thinking clean, to make it simple. But it’s worth it in the end because once you get there, you can move mountains. “ Steve Jobs
- 52. 1. Clarity – Clearly understanding makes for a solid foundation. 2. Simplicity – People are busy. You might only have a moment to be noticed, a few seconds to make a positive first impression, and a few minutes to inspire action. Keep it simple. 3. Depth – Empower your audience. Answer all their questions, give them all they need. Open up, share. 4. Consistency - Inconsistency damages trust, consciously and sub- consciously. Ensure all experiences, all touch points, all messaging, all people, all materials are on brand. 4 Key Principles
- 55. Talent Required
- 56. ⎼ Psychology ⎼ Investigation and seeing ⎼ Re-thinking, clarifying, re-shaping ⎼ Ability to craft top level messaging and write body copy ⎼ Visual design ⎼ Usability (especially for website) ⎼ Photography & Videography ⎼ Technical (especially advanced website coding) All above tuned to and expert in the B2B space. All above working as one. Talent Required
- 57. Implementation pointers Engaging Copy – clear, relevant, true, human, digestible Proof – testimonials, stats, case studies Clear Next Steps – multiple options, make it easy
- 58. Engaging Copy Clear, relevant, true, human, digestible
- 59. // Engaging Copy
- 60. // Engaging Copy
- 61. // Engaging Copy
- 62. // Engaging Copy
- 63. // Engaging Copy
- 64. Proof Testimonials, stats, case studies
- 65. // Proof
- 66. // Proof
- 67. // Proof
- 68. // Proof
- 69. // Proof
- 70. // Proof
- 71. Clear Next Steps Multiple options, make it easy
- 72. // Clear Next Steps
- 73. // Clear Next Steps
- 74. // Clear Next Steps
- 75. // Clear Next Steps
- 79. A standard of B2B branding and communications that sparks extraordinary gains for an organisation. Same business strategy, same product/service, same people – but a very different result. ‘Pitch Perfect’
- 80. The Path to Transformation Research & Understand Clarify, Define & Plan Develop Ingredients Produce & Roll-out Refine, Develop & Amplify 3 2 1 4 5
- 81. The impact. Helps retain and up-sell to existing clients. Protected and increased margins. Massive reduction in sales effort required and huge reduction in time-to-close. Increased flow of high quality warm leads. Increased lead-to-sale conversion rates. Improved recruitment and increased motivation. Making easier work of business. Opening up to realise the full potential of the business. More sweet spot customers. Greater profitability.
- 82. Pitch Perfect. How to use best-practice B2B branding, communications and marketing to speed your growth, especially in new markets. Enterprise Ireland Digital Strategies for International Markets. Kilkenny, 21st March 2018 Presenter: Ed Field, Managing Director, Maverick ( www.Maverick-intl.com )