DataDrivenB2BMarketingSolutions

Drawconclusions

Evaluateand

optimize

Companystrategy

Datagathering

Dataanalysis

Improveinsight

DataDrivenB2BMarketingSolutions

Companystrategy

Existingstrategyisthestartingpoint.Determinebasicinformationneedsbasedon:• goals• plans• targets• KPIs

Drawconclusions

Evaluateand

optimize

Companystrategy

Datagathering

Dataanalysis

Improveinsight

DataDrivenB2BMarketingSolutions

Datagathering

Enhanceunderstandingbygatheringrelevantdata.MarketIntelligence

outsideinCBS,Graydon,KvK,Google,Industry

reports,fieldresearchmarketsize

trends,developments,competition,

customerwants/needs,interviewfeedback,Salescycle,etc

BusinessIntelligenceinsideout

CRM,ERP,Sales,CustomerServices,Finance,IT,

Marketingcurrentcustomerbase,currentprospects,

saleseffectiveness,win-lossreporting,

marketsegments,profitanalysis,‘buyerpersona’

Perspective:Sources:

Understand:

Drawconclusions

Evaluateand

optimize

Companystrategy

Datagathering

Dataanalysis

Improveinsight

DataDrivenB2BMarketingSolutions

Dataanalysis

AnalysisoftheexternalandinternaldataandMarketinginformation.• Competitoranalysis• SWOT• Customersatisfactionmeasurement• CRMreports

Generateconcretebusinessinsight,e.g.:• Marketsharebysegment• Salesperformancebyregion• Salesperformancebychannel• Detailedprofitabilityanalysisbysegment• Analysisofbusinesspotentialbyregion

Drawconclusions

Evaluateand

optimize

Companystrategy

Datagathering

Dataanalysis

Improveinsight

DataDrivenB2BMarketingSolutions

Improveinsight

Createmulti-layermapsbasedongeo-information.InpartnershipwithGeodanorothersolutions,createamapwithe.g.:• existingcustomersandprospectsvsallpotential• currentsalesreachbyaccountmanager• geographicalwhite-spotsandsoft-spots

Drawconclusions

Evaluateand

optimize

Companystrategy

Datagathering

Dataanalysis

Improveinsight

DataDrivenB2BMarketingSolutions

Drawconclusions

Offersuggestionsofexistingbusinesspotential:• Inregions• Inmarketsegments:industry,companysize• Potentialcompetitorattackprograms• Marketing&Salescampaigns

Identifypotentialnewbusinessareas:• Newgo-to-marketmodels(e.g.indirectvsdirect)• NewProduct-MarketCombinations• Newsolutionsforupselling• Existingsolutionsfordifferentsegments• Createscenariosfor(additional)staff,campaigns

Drawconclusions

Evaluateand

optimize

Companystrategy

Datagathering

Dataanalysis

Improveinsight

DataDrivenB2BMarketingSolutions

Evaluateandoptimize

Setnewgoals,targets,KPIsandadjustplans:• defineGet,Keep,Growstrategybysegment• createMarketing&Salesmixbysegment• addresscustomersatisfaction(NPS,CES)• createmarketingplanbysegment• monitortheexecutionandprogress• measureresultsandevaluate• usefindingstotweakcompanystrategy

Drawconclusions

Evaluateand

optimize

Companystrategy

Datagathering

Dataanalysis

Improveinsight