BTS Group AB Class B · OMXSTO:BTS_B
BTS Group AB Class B — Investor Presentation (December 2022)
27 slides from BTS Group AB Class B's investor presentation, December 2022
Slide 1: Marketing Made Personal
Marketing Made Personal How to amplify & protect your brand by thinking counterintuitively & beating industry trends with your go-to-market strategy Copyright © 2022 BTS
Slide 2: Your BTS facilitators today
Your BTS facilitators today From our BTS Sales and Marketing Practice René Groeneveld Michelle Drehsen Global Sales & Marketing Consultant, Marketing Practice Leader, BTS Subject Matter Expert, BTS 3
Slide 3: Agenda
Agenda 1. Critical trends that will shape the future of marketing 2. Our point-of-view "Marketing Made Personal" 3. Integrated marketing process, including examples 4. 2023 Priorities 5. Key takeaways that will help you transform your marketing and get ahead of the competition 4
Slide 4: Critical Trends that will shape the Future of Marketing
3 Critical Trends that will shape the Future of Marketing Changing customer Digital Sustainability and buying behavior and transformation and ESG responsibility expectations disruption • Access to more • Need for new customer- • Key brand differentiator information specific channel • Future-proofing
Slide 5: Marketing Made Personal
Marketing Made Personal Personal Data-driven Result- Integrated oriented 9
Slide 6: Personalization along the Customer Buying Cycle
Personalization along the Customer Buying Cycle • Marketing must be personal throughout all stages of the customer’s journey help to enable an individualized customer experience Customer • Goal: Personalized to a buyer segment of "1" 10
Slide 7: Data-driven – Becoming a Digital Learning Organization
Data-driven – Becoming a Digital Learning Organization Test • Marketing must constantly measure and use data about the individual buyer, their company, and their industry to learn from Optimize Measure new data and create or optimize tailored marketing communications they can then test again Learn 1
Slide 8: Result-oriented – Accelerate your & your customer's results
Result-oriented – Accelerate your & your customer‘s results Buying Process • How can the buying process be accelerated? • What does a successful buying process and experience look like and how can we get there? Focus on Results Selling Process Customers • Which results and sales does the • Start wit
Slide 9: Buying cycle
Buying cycle Integrated • Customers have needs at each stage of the buying cycle and when satisfied, accelerates buyer decision making Customer
Slide 10: Selling cycle
Selling cycle Integrated • Sellers have a set of activities, at each stage of the selling cycle, to effectively engage customers, personalize value, Customer and manage opportunities and accounts
Slide 11: Marketing cycle
Marketing cycle Integrated • Marketeers have a set of activities, at each stage of the GTM cycle, to generate customer engagement, Customer personalize value, and facilitate buying
Slide 12: Misalignment with the client occurs when we lack understanding of needs
Integrated • Misalignment with the client occurs when we lack understanding about needs of the customer through each phase of Customer the customer’s buying cycle • In other words, our efforts during the selling cycle and the GTM cycle are not aligned to what the customer needs at the time they need
Slide 13: Transforming into learning organizations by evaluating data
Transforming into Understanding the learning organizations information and the by evaluating data underlying reasons Aligning marketing to Starting with clear objectives the customer journey and a segmentation strategy and engaging on to form the basis for a relevant touchpoints successful marketing
Slide 14: Value Proposition BTS POV
Value Proposition BTS POV • Most value propositions are too product-oriented • We believe in value propositions focusing on the value created for the customer by accelerating their desired results 21
Slide 15: Value Proposition: Key Processes & tools
Value Proposition Key Processes & tools Going beyond pain relievers and gain creators and turning the offering elements into value creators for customers 22
Slide 16: Value Proposition: Desired mindset shifts
Value Proposition Desired mindset shifts From: To: Focusing on increasing Focusing on increasing sales value for the customer and for your own organization Thinking about accelerating Thinking about solving the results of the customer problems customer’s organizations Believing that it is Believing
Slide 17: Capture Value – Value based Pricing BTS POV
Capture Value – Value based Pricing BTS POV • BTS focuses on the people side of pricing and helps to create alignment about the “why” it is important to get a bigger picture of pricing and to implement a great value-based pricing strategy, and to build capabilities for execution. 24
Slide 18: Capture Value: Process to identify the value and set the price
Capture Value Process to identify the value and set the price accordingly Key Buying Factors Key Buying Factor Price Value Map and Competitors Matrix • Identify Key Buying • Visualize importance and • Aggregated value Factors through relative performance of evaluation in the form of customers’ eyes
Slide 19: Capture Value: Desired mindset shifts
Capture Value Desired mindset shifts From: To: Believing only Focusing that on only the costs costs ofof an Believing that prices should be an offer when offering are relevant makingwhen pricing determined by the value that is decisions making pricing decisions provided to customers Thinking that va
Slide 20: Multichannel Marketing BTS POV
Multichannel Marketing BTS POV • Multichannel marketing often considers only the quantitative use of different channels • We believe that an integrated multichannel strategy shows your company the true north in order to accelerate your business results by empowering your customers through the releva
Slide 21: Multichannel Marketing: Key Processes & tools
Multichannel Marketing Key Processes & tools 28
Slide 22: Multichannel Marketing: Desired mindset shifts
Multichannel Marketing Desired mindset shifts From: To: Perceiving Omni- / Multichannel as Realizing the relevance of omni- trend that is not relevant to the / multichannel marketing for business B2B businesses Understanding that Omnichannel addresses CX Thinking omni- / multichannel across channels
Slide 23: Top Sales and Marketing priorities in 2023
1. Organizational growth • “increase our market share” • “stabilize our sales and marketing organization” 2. Increased focus on sales 1. What are your top 3 Sales • “refill sales pipelines” and Marketing priorities in • “implement and execute a successful sales plan” 2023? 3. Being more customer cen
Slide 24: Market and client opportunities for 2023
1. Digital • “better leverage of digital capabilities” • “redefining our channels" 3. Where do you see the • "marketing by embracing digital tools” biggest market and/or client 2. Market development in less familiar areas opportunities for your • “expand into new markets/segments/territories” organi
Slide 25: Areas needing support and advice in 2023
1. Organizational structure/ process • “new roles being created and a new operating model, how to link each role and articulate 5. Are there any areas where value in the end to end offering” you see your organization • “driving consistency in the business” needing support/advice in • “pricing manage
Slide 26: Key Takeaways - Marketing of the future must be more…
Key Takeaways - Marketing of the future must be more… 1. Personalized to a buyer segment of "1" - 3. Results oriented using stories and targeted to an individual buyer based on what's evidence of customer success by focusing on unique about their industry and connected to the personal outcomes for t
Slide 27: Strategy made personal
Strategy made personal