The document discusses powerful B2B communications and outlines the key elements needed for effective communications. It emphasizes the importance of having clear, engaging, and persuasive communications that include a clearly defined value proposition, appropriate visual style, and content that is consistently delivered across all touchpoints. It also highlights common pitfalls to avoid and provides tips on developing a business case and timeline for improving communications. The overall message is that clear communications are a business requirement for helping companies grow.

1. Secrets of powerful B2B communications
Enterprise Ireland eBusiness Workshop
Kilkenny, 24th March 2015

2. Clear, engaging, persuasive
communications are a business
requirement.

3. Helping to strengthen and
grow Irish companies
Consultancy, Branding,
Communications Development,
Marketing Tactics.
Since 2005.
Team of 10.
Deep digital expertise.

4. What changes?
How they look.
What they say.
How they say it.
Communications which are clear, engaging, comprehensive and persuasive.

5. What should you expect?
Communications to engage and
move people
I feel excited; you are what I need you could make a difference for us.
I feel I can trust you; clear, competent, specialist, established.

7. Raise your
expectations.

17. Clear, comprehensive, engaging content
A clearly defined position
An appropriate visual style
1 to 3 consistently and fully brought to
life across all touch points
4things you need
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18. Purpose – why you exist.
Value Proposition – what you do, how your different, for who, how to do it.
Personality & Values – how you look, act and sound.
A clearly defined position
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Look in before you communicate out.

19. Elements What you’re doing
e.g.
The offering
The value
The proof
Your story
Your people
Your ideas/thinking
Pitching
Tell stories
Providing facts
Explaining
Guiding
Teaching
Persuading
Moving to next step
Clear, comprehensive, engaging content
Using
Words
Explainer graphics
Icons
Illustrations
Photos
Video

28. Reflects your defined personality.
1. Logo, fonts, colours
2. Graphical style, photography style and see how it will work in a
variety of mocked-up communications.
An appropriate visual style

31. In all materials With the team
Website
Print materials
PDFs
Sales presentation
Proposal documents
Social media presence
Trade show stand
Signage in your premises
Vehicles
Packaging
All singing from the same hymn
sheet.
Especially:
Management
Sales
Service
Consistently and fully brought
to life across all touch points

32. Clear, comprehensive, engaging content
A clearly defined position
An appropriate visual style
1 to 3 consistently and fully brought to
life across all touch points
4things you need
//
//
//
//

33. Common pitfalls

34. Value proposition unclear?
Everything will be unclear.
What you do, how you’re different, for who, how to do it.

35. Fuzzy construct
Need a clear, logical construct for your solution.
The information architecture. In summary and in detail.

36. You got the proof?
Prove everything - your values, your difference, your results
With stories, testimonials, facts/stats - ideally video testimonials
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47. So what now?
What do I do next?
What will happen?
An appropriate selection of ‘calls to action’, all
clearly explained. And keep persuading!

52. What does it take?

53. MD/CEO & the team
Commitment

54. There are rules
Follow principles

55. Workshops, gathering content,
creating new content,
reviewing/reflecting/providing
feedback,
making decisions
Work for you?

56. Depends on standard of current
content, complexity of offering,
level of detail, scale of outputs
Investment?

57. 4 months+
Timescale

58. Communications director,
researchers, planners, copywriters,
photographers, graphic designers,
print designers, web designers,
website builders
Talent required

59. Start?
Get an independent audit of your current communications.
Develop a business case for investing in communications.
Or just begin!
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60. Powerful communications
driving business growth
Working harder, greater influence, delivering super-hot prospects to your sales
team, helping you reach into new segments and markets, protecting margins,
attracting good fit talent, positively influencing all stakeholders including
investors, stimulating more excitement and energy in your team.
No longer a nice to have for B2B’s.
Clear, engaging, persuasive communications
are a business requirement.

61. Ed Field
087 699 7068
+353 61 620 147 ext 203
edfield@maverick-intl.com
www.maverick-intl.com
Expect more from
your communications