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Atlantis

Introduction

B2B Model

B2B Marketing B2B Marketing

Corporate Level

At the Corporate Level, vision, mission, and values are defined to guide the organization's overall strategy and direction.

It allows the company to have a COMPETITIVE ADVANTAGE.

Vision

A vision statement outlines what the company aspires to become or achieve in the long term. It's a forward-looking statement that provides direction and inspiration.

"To be the global leader in innovative enterprise software solutions, empowering businesses to thrive in the digital age."

Mission

A mission statement defines the company's purpose and primary objectives. It explains why the business exists and what it aims to do for its customers, employees, and stakeholders.

"To deliver cutting-edge, customizable software platforms that streamline operations, enhance productivity, and drive growth for mid-size to large enterprises across industries."

Values

Corporate values are the core principles and beliefs that guide the company's behavior, decision-making, and culture. They reflect what the company stands for and how it conducts business.

  • Innovation
  • Integrity
  • Collaboration
  • Excellence
  • Adaptability

Objective and Goals

  • Objective: A broad statement that describes what the company wants to achieve in the long term.
  • Goals: Specific, measurable targets that support the achievement of the objective. (SMART)

They are usually financial goals (): revenue, profit, market share, etc.

Operating Level

Operating Level Operating Level

At the Operating Level, the company's strategies, tactics and actions are defined to guide the day-to-day operations and decision-making.

The sequencing is important. It is not possible to define tactics without having a strategy in place.

Strategies

Strategies are high-level plans or approaches that outline how the company will achieve its objectives and goals. They provide a roadmap for success and guide resource allocation and decision-making.

  • What do we need to do to achieve our goals? (e.g. go to emerging markets)

Tactics

Tactics are specific actions or steps that support the implementation of strategies. They are more detailed and focused than strategies and help translate the high-level plans into practical activities.

  • How do we do it? (e.g. buy dealerships)

Actions

Actions are the actual tasks or activities that need to be completed to execute the tactics. They are the smallest unit of work and involve specific deliverables, timelines, and responsibilities.

  • Who does what, when, and how?

The two major forces in a market are:

  • Customers: who buy the product
  • Competitors: who sell the product

Economies

Economies Economies

Why go to emerging markets?

  • Growth: Emerging markets offer significant growth opportunities due to rising incomes, expanding middle-class populations, and increasing consumer demand (want but not need)
  • Competition: Entering emerging markets allows companies to gain a competitive advantage by capturing market share, establishing brand presence, and diversifying revenue streams.
  • Innovation: Emerging markets are hubs of innovation and creativity, providing companies with access to new ideas, technologies, and business models.
  • Cost: Operating in emerging markets can be cost-effective due to lower labor costs, reduced regulatory burdens, and favorable tax incentives:
  • Risk: Diversifying into emerging markets can help companies mitigate risks associated with economic downturns, political instability, and market saturation in developed countries.

In B2B, the goal is to find industrial clusters. In B2C, the goal is to find middle class.

International Trading

  • FDI: Foreign Direct Investment
  • Trading Blocs: EU, NAFTA, ASEAN
  • Trade Agreements: WTO, GATT
  • Trade Barriers: Tariffs, Quotas, Embargoes

Forces of market

The two major forces in a market are:

  • Customers: who buy the product
  • Competitors: who sell the product

Customers

In B2B, customers = clients.
In B2C, customers = consumers.

In B2B, who are the customers?

  • End-users: who use the product
  • : who integrate the product into their own products
  • Distributors: who sell the product to end-users
  • Resellers: who sell the product to end-users
  • Governments: who buy the product for public services

Competitors

In B2B, who are the competitors?

  • Direct competitors: who offer similar products to the same customers
  • Indirect competitors: who offer different products to the same customers
  • Substitute products: who offer similar products to different customers
  • New entrants: who are entering the market
  • Suppliers: who provide raw materials or components

Competitors depend on the market (Nike vs Adidas, Apple vs Samsung)
Competitors depend on the customers (Apple vs Microsoft, Apple vs Tesla)

Negotiation

  • What are the needs?
  • What are the wants?
  • What are the caracteristics of the demand?

Negotiation Negotiation

Data

Data Data

Variable Research

Variable Research Variable Research

Market and Segment

Product = Market & Segments
Customers = Niche & Clusters

Market Funnel Market Funnel

Risks

Commercial Risks

Commercial risks are risks that arise from the company's operations, market conditions, market infrastructure, and business environment

  • Market Risks: changes in demand, competition, prices, and regulations

Country/Political Risks

Country/Political risks are risks that arise from the political, economic, and social conditions in the country where the company operates

  • Political Risks: changes in government policies, regulations, and stability

Currency/Economical Risks

Currency/Economical risks are risks that arise from fluctuations in exchange rates, interest rates, inflation, and economic conditions

  • Currency Risks: changes in exchange rates and currency values

Cultural Risks

Cultural risks are risks that arise from differences in language, customs, values, and business practices between countries

  • Communication Risks: misunderstandings, misinterpretations, and conflicts

Customer Value Journey

Customer Value Journey Customer Value Journey

Inbound & Outbound Marketing

Inbound Marketing

Inbound marketing is a customer-centric approach that focuses on attracting, engaging, and delighting customers through valuable content, personalized experiences, and meaningful interactions.

  • More personalized
  • More engaging
  • Creates lasting relationship
  • Less expensive
  • More effective
  • Easier to changes

Examples

  • Content Marketing
  • SEO
  • Social Media
  • Email Marketing
  • Webinars
  • Podcasts

Outbound Marketing

Outbound marketing is a company-centric approach that focuses on reaching out to customers through traditional advertising, direct mail, cold calling, and other interruptive tactics.

  • Less personalized
  • Intrusive
  • Prospects needs to pay attention
  • Methods to get the word out
  • High costs

Examples

  • TV Ads
  • Radio Ads
  • Print Ads
  • Billboards
  • Cold Calls
  • Direct Mail

Which one to use?

It's the about the sale but ALL ABOUT THE BUYER

The most important part is to measure and keep track of the campaigns.

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