Business marketing drives sales performance
How we drive B2B marketing performance
business intelligence
know your market, competitors and target customers
We undertake an in-depth review your business model, products, services, pricing, proposition and go to market sales channel structure. Understand the targets, volumes, incentives and tactical plans that have been deployed to support and drive sales channel performance.
b2c and b2b marketing
It’s important to first understand the major differences between the two
For b2c, consumers purchase what they want, not what they need. Consumers often purchase on impulse and are easily influenced by others around them, and there are millions of possible customers, defined by territories, age, socio economic groups.
For the b2b marketer the reality is that the businesses only purchase what they need, they are not easily influenced, there is a limited amount of target customers and the decision making process usually involves many people and can be lengthy process.
b2b marketing
figure out the best way to engage the target customers
Initial recommendations are provided for further developing and increasing performance across all areas, which may include a market intelligence report as the foundation framework for strategic planning, a market and customer segmentation review to cluster and profile target customer types, allowing for development of personalised offers and tailored communication messages across a variety of channels.
tactical execution
How you execute the strategy will define the success of the plan, we demonstrate how
Based on the work undertaken, we mastermind the optimum tactical communication strategy that will yield the best qualitative and quantitative results across the agreed communication plan. We can manage or on all the tactical operations, or work in complete alignment with the client teams to ensure successful execution of each marketing campaign.
customer engagement
Stage manage the engagement through the entire pipeline, making sure of a high sales conversion
We track lead generation from initial contact stage through to digital, visual and personal engagement, culminating in stage managed processes to manage, monitor and measure the end to end relationship to final order. Giving you complete transparency to the business customer acquisition campaign metrics, providing a RoI ratio across every successful campaign.
share of wallet
Most organisations can acquire more revenue from their current customers, we show you how
And finally, we also provide the full gamut of Customer Value Management (CVM) tactics and services to enhance the engagement ‘post-contract’, to facilitate easier up sell, cross sell, migration and retention capabilities. These tactical plans are all built around retaining all the client and extracting the maximum revenue potential from each, known as increasing your ‘share of wallet.’
b2c is giving the customer what they want, B2B is providing what they need
Direct & Indirect Sales Channels
supporting the sales channels
In addition to all of the standard communication services we also provide full support for all direct and indirect sales channels, with sales incentive programmes, creation of powerpoint presentations, video sales presentations, customer portfolio management, sales incentives, quarterly review event and co-op partner marketing programmes.
customer portfolio design
alignment of customers with the right sales teams
We structure the customer portfolios based on matching the sales agents or sales channel partners to the correct customers, based on a number of characteristics and attributes. We can undertake the analysis for incentive plans and create incentive packages for each channel partner or individual, aligned to specific marketing campaigns.
b2b sales
We have opinions on the best structure of b2b sales, how it aligns with b2b marketing and customer service management teams. We reveal how this is likely to evolve over the coming years and provide recommendations for b2b sales organisations.
More details can be found here; https://www.lighthousecommunications.ro/b2b-sales-the-new-normal
Market & Customer Segmentation
discovery of immediate high potential revenue targets
We identify the ‘low hanging fruit’ and specific companies to target for engagement. We review customer target data and identify the particular segments, clusters and groups whose profiles indicate their receptiveness to particular offers, communicated in a certain way.
churn management
retaining customers and selling them more services
We have set industry benchmarks for churn management, achieving a churn reduction rate of 72% for one of our customers. This benchmark was achieved by the customer engagement processes we installed to respond and act on every possible ‘churn event’ with the relevant communication techniques.
b2b marketing results
We provide tried and tested communication campaigns that have been proven to deliver the kind of results that most B2B companies want. We have been doing ‘B2B Marketing’ for 20 years and are fluent with all the best methodologies to ensure we achieve the maximum ROI to the brief, and we can do this for each customer portfolio, or specific channel partner.
performance management
In addition to the provision of awesome b2b marketing campaigns that generate the level of response the plan requires, we also provide to measure and track business leads from initial contact through the engagement stages, to final order and contract agreement.
lighthouse b2b marketing strategies come with service guarantees
From your brief, our experts and management team will custom design what we consider to be the best b2b marketing strategy for you. We will provide tactical options, budgets and targets that we will achieve.
You may be very surprised with the strength of our recommendations and the anticipated outcomes.
We would certainly advise you to measure our ‘service guaranteed proposals’, against your current PR performance.