Chattering customers as BtoB marketing str.
Date 28 January 2010
Location KIVI NIRIA / The Hague
Speakers
Jos Fleischeuer, Comprehensio
Bart van Emden, Van Emden Marketing Consultancy
Simone Beekman, Arcadis
Report presentation Comprehensio
presentation Van Emden Marketing Consultancy
presentation Arcadis
With an overwhelming turnout (34 people), the first CI activity of the new year was heralded by a marketing-focused lecture. A three-part presentation explained how to use your customers as ambassadors of your company.
Jos Fleischeuer (Comprehensio) first gave a detailed introduction on value creation in industrial markets. Through the definition of B-to-B marketing, it discussed value creation and who/what ultimately defines customer satisfaction, with the ultimate goal of 'customer delight'.
How this 'customer delight' can be used was explained in an inspiring presentation by Bart van Emden (Van Emden Marketing Consultancy b.v.). Using examples of how and how not to do it, it was explained that word-of-mouth advertising ranks very high in the influence pyramid. So every company should have 'ambassadors': satisfied customers who pass this on.
Having customer ambassadors was taken up further in Simone Beekman's (Arcadis) presentation. Arcadis uses 'chatting customers' as its B-to-B marketing strategy and has therefore set up an ambassador programme. This interactive presentation covered how Arcadis has set this up and what the results are so far.
Participants responded enthusiastically to this KIVI NIRIA Commercial Engineer activity! Among other things, the surveys indicated that the content scored a 7.9, that the course was very useful (7.8) and that the value for money received an 8.4!
Description
Loyal customers who recommend your company to others are worth their weight in gold. They generate new leads, the sales cycle is often shorter and you often no longer have to prove your credibility up front. But the fact that your loyal customers recommend you is often based on coincidence. A shame! You can also steer that process yourself. You yourself can ensure that your loyal customers get in touch with your prospects. You can go so far as to make this principle an explicit part of your marketing strategy. And you can start it tomorrow.
During an interactive workshop, participants identify methods to organise and direct the coincidence of word-of-mouth advertising. In this way, word-of-mouth advertising becomes an explicit marketing strategy in a technical BtoB environment.
TARGET GROUP
Participants are responsible/involved in commercial processes in technical companies, both in manufacturing and technical services.
THE TRAINERS
The meeting is supervised by Jos Fleischeuer (Comprehensio) and Bart van Emden (Van Emden Marketing Consultancy).
At Comprehensio, Jos Fleischeuer specialises in realising training and implementation concepts to improve the marketing function in technical companies. Themes: from product offerings to solutions, understanding customer requirements, calculating and capturing value, internal marketing.
Van Emden Marketing Consultancy specialises in btob marketing for professional companies and organisations. Bart van Emden helps companies to actually implement their marketing strategy. For this purpose, Bart has developed a proven approach for professional companies and organisations.
SPECIFICATIONS
Participants will receive the Powerpoint presentation of the workshop by e-mail afterwards.
Minimum number of participants: 15
Maximum number of participants: 40
16.45 - 17.30 Reception with sandwich
17.30 - 18.00 Value creation in technical markets
(Jos Fleischeuer, Comprehensio)
18.00 - 18.30 Chatting customers as marketing strategy,
(Bart van Emden, Van Emden Marketing Consultancy)
18.30 - 19.00 Practical story
19.00 - 19.15 Break
19.15 - 20.00 Assignments in groups
20.00 - 20.30 Presentation assignments and discussion
20.30 - 20.45 Wrap up and conclusion
A break with coffee/tea is included during the workshop.
Location
KIVI NIRIA building, Prinsessegracht 23
2514 AP The Hague
Organiser
Commercial Engineer
Name and contact details for information
Further information from ir Marc Lambriks at the e-mail address below