Forget full service and embrace full on

Integrated marketing to complex business-to-business supply chains

Integrated and automated business-to-business marketing delivers consistent, impactful messaging to all stakeholders in the supply chain. It opens up multiple channels and media across countries, regions, cultures and languages. And, best of all, it makes marketing more effective, efficient and measurable, at the same time reducing costs and improving return on investment.

A white paper by

Ledger Bennett
Published October 2011

Executive Summary
Integrated business-to-business multichannel marketing campaigns offer marketers a solution to the challenges of communicating to complex business supply chains. But too many marketers fall into the trap of thinking the traditional full-service agency model means integrated. This white paper provides a definition of genuine integrated marketing and delivers a framework of how to segment and target business-to-business markets with integrated marketing campaigns.

The objectives of the business-to-business marketer are to influence corporate buying decisions. So far, so simple. But typical business-to-business decisionmaking processes are highly complex and involve multiple stakeholders at each stage of the supply chain. Each person involved will have a preferred channel and respond to messaging specific to their role in the decision-making process. And if the supply chain is cross border located, for example, in several European states the added complexities of language, culture, customs and legislation can be overwhelming. Integrated marketing strategies and campaign plans are the solution. An integrated campaign is not simply creating a creative concept for an advertising campaign and then reusing the message across a few extra channels. No, integrated business-to-business marketing campaigns use the full range of marketing tactics now available to disseminate tailored messaging to each stakeholder in the supply chain via their preferred channel. And the power of marketing automation means each campaign can be centrally controlled, measured and managed for optimum, cost-effective performance. Marketers can maintain control of messaging and branding, yet still tell the stakeholder what they want to hear in the format they want to hear it in.

1.0 Integrated marketing

Faced with the challenges of communicating messages to complex business-to-business supply chains, effective marketers turn to integrated marketing. By interactively disseminating a core marketing message in real time across multiple media, an integrated marketing campaign cost-effectively targets even the most complex business-to-business market segments with tailored messaging.

But are some marketers just kidding themselves that their campaigns are integrated? On closer inspection, what some might call an integrated marketing strategy and campaign plan is really just what used to be called full-service agency marketing. Simply developing a creative idea to sell a product or service for a broadcast advertising campaign, and then rolling out the same message across a variety of media, including all the new channels that digital marketing provides, is not integrated marketing. Integrated marketing differs from full-service agency marketing because it delivers the same common marketing message across multiple customer interfaces, using communication tactics matched to the expectations of the target market segment. Meeting and adapting to the expectations of the target market is what makes integrated marketing such a powerful tool for the business-to-business marketer. It allows the communication of complex messages about sophisticated products and services to an extended purchasing supply chain. That allows the effective targeting of multiple key influencers and decision-makers who have very different needs and expectations. So integrated marketing tells the target market what it wants to hear and what it needs to know, in a language it understands and in the media it prefers to use. And integrated marketing offers many more marketing tactics than the traditional full-service model (see table 1). Adding interactivity, real-time campaign management through marketing automation and real-time measurement and monitoring has resulted in a paradigm shift in how marketing is planned, implemented and measured. Integration and commonality also allow cost benefits; in fact, using integrated marketing is increasingly the only route to building cost-effectiveness into businessto-business marketing. This is especially true when planning and implementing business-to-business campaigns in Europe, when marketers must allow for added layers of complexity caused by language, custom, culture and legislation.

1.0 Integrated marketing continued

The sheer scope of marketing tactics available and the ability to measure in real time means marketers performance can be judged according to precise metrics, and based on the original strategic objectives. That supply chain might be responsible for building a new nuclear power station or the design of a new automobile, processes that typically include huge numbers of influencers, specifiers and buyers. A genuine business-to-business integrated marketing strategy makes that possible.

Table 1: The modern marketers arsenal: typical integrated marketing tools and tactics
Market research brand product and service development
Digital Marketing Mobile Proximity Social media Search Display Classifieds Email Sponsorships Tenancies Viral Affiliate Direct marketing Direct mail Direct advertising Telemarketing Field marketing Mystery shopping Sampling Media relations Sales Advertising Sales promotion Events and and packaging experiential Packaging Discounting Coupons Merchandising In-store Conferences Exhibitions Seminars Trade shows Guerrilla Sponsorship

Publicity Public policy Corporate responsibility

Customer relationship management Direct selling Sales networking

Print Broadcast Online Cinema Interactive Outdoor Product placement

Events Advertising Broadcast Online

2.0 Complex business-to-business supply chain marketing

The business-to-business buying process is far more complex than the business-to-consumer model, as it typically involves many stakeholders. In business-to-business buying, the consumer is rarely the customer and there can be a complete supply chain involved in the buying decision. Marketers must have a profound understanding not only of the entire supply chain, but also the part each person in it plays in the buying decision. So targeting and segmentation of the supply chain underpin integrated business-to-business marketing strategy and campaigns aimed at business buyers.

When a business makes a purchase or other decision, such as deciding on an investment or agreeing to a sponsorship deal, there are typically three groups involved: influencers, specifiers and buyers. Consequently, to create an integrated B2B marketing communication campaign that will result in the behavioural change marketers desire in these groups, it is important to understand who these people are and the part they play in the process: Influencers: can range from chief executives to coal face operatives on the shop floor or in a contact centre. As the name suggests, influencers dont specify or buy, but can play a major role in the decision-making process. They can be found in any of an organisations stakeholder groups, including the supply chain and may even have less obvious connections, perhaps being a journalist or business owners spouse. Specifiers: individuals or organisations that offer a definitive view on what should be purchased or what behavioural change or decision must be made. A specifier might say, This product must conform to Eurocode XYZ, or might insist that, All investment decisions must meet our corporate responsibility agenda. The specifier may also be upstream or downstream in the supply chain. Buyers: the individuals, often with budget responsibility and accountability, who make a purchase or take a decision, almost invariably after taking into account the input from influencers and specifiers. Buyers can be found throughout organisations and can range from procurement departments to operational personnel. All of these distinct but overlapping groups play a role in the buying and decisionmaking process. Each group will have different expectations and information requirements, and are likely to use different media as their primary source of information. And they can come from any one of an organisations stakeholder groups. Segmenting and targeting stakeholder groups is an essential step for integrated business-to-business marketers.

2.0 Complex business-to-business supply chain marketing continued

By way of a simplified example, the process of buying air conditioning for a business typically involves at least five stakeholder groups: the architect, main contractor, installer (sub-contractor), facilities manager and client (see table 2). Each of these has differing needs and preferences for the information, messaging and format or media that will influence their decision. For example, the architect is concerned with compliance and uses a desktop PC t o find and view information. The main contractor mostly uses a smartphone on-site and wants to understand costs and standards. The installer wont use any IT and wants specific instructions and reassurance that there wont be any comeback postinstallation. The facilities manager uses a laptop and wants to know how much the air conditioning will cost to run and maintain. The client, who uses an iPad, wants reassurance that there are no nasty refrigerants that might compromise the organisations corporate responsibility statements, whilst also wanting to know that energy use will remain within its sustainability targets. Imagine if the client is a transnational global business that has service level agreements with master vendors across the Europe Union. Suddenly a B2B EMEA marketing agency or in-house marketing department is faced with the challenge of creating five sets of messages in five formats in twenty different languages, whilst having to retain the core messaging about the air conditioning solutions products and services.

Table 2: Buying air conditioning: simplified example of the supply chain marketers must segment and target
Architect Contractor Installer Facilities manager Client Corporate responsibility and sustainability

Wants to know

Compliance

Quality

Instruction

Cost

Preferred media

Desktop PC

Smartphone

Hardcopy

Laptop PC

Tablet

Role in decisionmaking process

Specifier

Buyer

Influencer

Specifier/influencer

Influencer

3.0 Integrated marketing strategy and campaign planning

An effective integrated business-to-business marketing strategy and campaign plan will ensure marketers achieve their objectives measurably and cost effectively, by: Understanding the target market segments through market research combined with the marketers experience, knowledge and know-how Targeting influencers, specifiers and buyers with tailored messages, in language they understand and via their preferred channels Breaking down the overall complex challenge into smaller, manageable, projects based on target market segments.

As shown in Table 2, marketing a new air conditioning product can be broken down into five distinct campaign projects, each of which focuses on one of the specific target markets. So, the campaign targeting architects will recognise the unique requirements, expectations and preferred channels of that segment. Research shows that architects are specifiers who typically seek information via their desktop PCs. And the data they prefer, again according to research, is compliance focused. In this example, they will expect the marketing message from the air conditioning supplier to tell them whether the air conditioning will meet the requirements of standards and legislation relating to health and safety in that specific type of work environment. An in-house marketer or B2B Europe, Middle East and Africa (EMEA) marketing agency working on behalf of the air conditioning supplier might create a strategy that says: I want to inform architects in Europe about the compliance features and benefits of my firms product and services. Research shows that architects in Europe are highly regulated, are registered by member states and are members of professional associations. Further research shows that targeting UK-based architects can be achieved via the Royal Institute of British Architects (RIBA) and the Royal Institute of Architects in Scotland (RIAS). Architects prefer to receive information on their desktop PCs. So the component of an integrated marketing campaign targeting architects might involve renting RIBA/RIAS membership lists and despatching emails with key compliance data about air conditioning that links back to a compliance-oriented landing page.

3.0 Integrated marketing strategy and campaign planning continued

Lead contractors are also part of the integrated marketing campaign strategy because they are the actual buyers of the product. But, based on market knowledge, the air conditioning firms marketing team knows that contractors tend to work out of the office and use smartphones as their primary means of communication. Contractors want to know about quality. But they are not conveniently members of a professional society, so there may be no single list of all air conditioning contractors in Europe, although many will be members of trade or industry associations. An option might be to rent lists from heating, ventilation and air conditioning trade associations, or to target individual air conditioning engineers via their professional institutes, such as the Chartered Institute of Building Services Engineers (CIBSE). Another might be to run a field marketing campaign that establishes Bluetooth proximity marketing around major commercial building projects, sending short messages focusing on quality direct to contractors smartphones. When it comes to the installer, facilities manager and client, campaigns will be similarly developed to meet their various needs. And whilst the content and channel are tailored to the individual needs of each target market segment, the core message about the air conditioning supplier and its products and services will be consistent.

What should an integrated marketing plan include? Executive summary Introduction Product/service features and benefits Market data/research Target market segmentation Competitors Channel strategy Branding and pricing Core messaging Integrated campaign plan Marketing automation and implementation Budget Opportunities for channel synergy Real-time measurement and correction Conclusion

4.0 Conclusion

Most businesses have decision-making processes that involve multiple stakeholders who influence, specify and make decisions. By carefully segmenting these stakeholders and understanding their information needs and preferred channels, business-tobusiness marketers can present each stakeholder with a targeted, persuasive and consistent marketing message.

The sheer range of real-time and measurable marketing tactics presents businessto-business marketers with an almost bewildering array of options. But seemingly insurmountable marketing challenges can be broken down into bite-sized chunks that can be more easily project managed, via marketing automation, to deliver the required outcomes. Integrated marketing is the solution marketers can use to address the challenges of business-to-business marketing to complex and extended supply chains.

Ledger Bennett
Ledger Bennett is a leading integrated business-to-business (B2B) marketing agency. Formed in April 1985, it is centrally located near Milton Keynes in the United Kingdom and employs thirty specialists. Together, they offer focused B2B marketing solutions for the promotion of products, services and companies across Europe, the Middle East and Africa (EMEA). As a full service EMEA marketing agency, Ledger Bennett provides clients with marketing, creative, media and public relations consultancy, together with the skills involved in the execution and monitoring of complex, co-ordinated campaigns.

To find out more about creating and implementing effective integrated B2B marketing strategies and campaign plans, please contact us. Call: +44 (0) 845 8383883 Email: info@ledger-bennett.co.uk Web: www.ledger-bennett.co.uk Visit us: Ledger Bennett plc Tungsten House Warren Road Little Horwood Milton Keynes MK17 0NR United Kingdom

First published in October 2011 by Ledger Bennett plc. 2011 Ledger Bennett plc. All Rights Reserved. All content included in this publication, such as text, graphics, logos, images and methodologies, is the exclusive property of Ledger Bennett plc, or its partners, clients and, where indicated, third parties. All content is protected by United Kingdom and international copyright laws. No part of this publication may be reprinted or reproduced or utilised in any form or by any electronic, mechanical or other means, now known or hereafter invented, including photocopying and recording, or any information storage or retrieval system, without permission in writing from Ledger Bennett plc. Ledger Bennett plc makes no representation, express or implied, with regard to the accuracy of the information contained in this white paper and cannot accept any legal responsibility or liability for any errors or omissions that may be made.