This document discusses an effective marketing approach for both existing clients and new sales pursuits. The approach involves three key elements: 1) Attaining a thought leadership position by demonstrating solid subject matter expertise and providing relevant information. This builds trust and positions the company as knowledgeable. 2) Repeated communication of consistent, tailored messages through multiple channels to make the messaging more effective. 3) Securing endorsements or "plus ones" from influencers, analysts, peers and media to quickly build trust with prospective clients in the B2B space.

1. Marketing as a Strategy
Marketing for Existing Clients
New Business Pursuit
Ravi Ramanuja
+44 (0) 786 388 3600
ravi_ramanuja@yahoo.com

2. What do Clients look for?
The similarities Existing Business
between clients and
prospects:
1. Need to trust you
more
2. Need to like you New Sales Pursuits
more
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3. The Marketing Approach to Sales
1. The Thought Leadership position
2. Repeat Communication
3. The '+1' button

4. Thought Leadership
 Clients look for reassurance that you are the right partner
(and they need proof points)
 Thought Leadership = Solid Knowledge in existing schema
(Banking + Technology) and Relevant Information in New
or upcoming areas (Basically Knowledge = Power!)
 Lead with ideas – get in the game early (60% of technology
buyers are likely to shortlist you if – THEY THINK - you're a
thought leader)
(Attaining the thought leadership position is a step by step process. There are two angles to it: 1. Overall brand leadership. 2.
Specific SM. Brand leadership can be achieved by multiple Subject Matter leadership, which can be achieved by showing that you
are at the top of the game in terms of a. technology, b. knowledge, c. skills and experience.)
Source: ITSMA – Two ways to connect Leadership with Revenue March 2011
Image Courtesy: Renjith Krishnan Freedigitalphotos.net

5. Thought Leadership
Who's the most important Cog in delivering the Thought
Leadership message?
 The most important part of the message is the message
itself – is it effective?
 Subject Matter Experts can help drive thought leadership
and achieve positioning goals
 Associate Subject Matter expertise with offerings and
products (and keep them updated ASAP!)
(use traditional, social media, events, analyst relations to
spread your ideas and get the message across)

6. Repeat Communication,
Repeat Communication
Communication needs to be repeated to be more effective
 Repeat the same, effective message in person, via social media,
via other people, regular media – every possible channel
 Segmented messaging will make the message more effective. A
CxO will be interested in the effective use of Cloud computing
organisation wide, a VP of tech will look for more project level
information – how will the cloud help me improve process
efficiencies?
 The Same message that comes from an Analyst, a peer, the media
and on the web will be more effective

7. +1
Or the role of the influencer in B2B Marketing
 The 'Like' or the '+1' button is the most desired in
the social media space
 It simply means I like this, or I found this
interesting
 A real '+1' button would be client/ industry guru
endorsement of your product/ service
 3rd person endorsement is the quickest way to
build trust in the B2B space

8. Thank you