B2B Buyer Market Mapping

The following market mapping questions can help a supplier better understand how buyers see and rank the solutions and provider brands in their market.

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Use Your 10Ks and 10Qs

SEC Report filings such as 10-Qs are issued quarterly for public companies and contain their financial results and significant changes/events. Report 10-K is their annual report and outlook for the future. Access these reports, via the internet by googling), for the major public companies that you know operate in your market.

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The ABC Sales: Contribution Analysis

The ABC sales: contribution analysis helps companies to identify the relative value of different market segments and assists in deciding on resource allocation as a result.

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Funding Goals

What amount of money is needed? How will the funds be used? What interest rate (lending) or return on investment (equity) is the business able and willing to pay? What risks is the business willing to take on for the funding - loss of control through equity financing or loss of the business through liquidation associated with debt financing?

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Banking Strategy

                  You always hear that you should develop a relationship with a bank and like all relationships you have to be conscious of the needs of the other party. At the early stage of the business, capital is a key requirement - so as well as...
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What Should You Know When Introducing A Product To Europe

Stefan Stremersch, a visiting associate professor of marketing at Emory University’s Goizueta Business School, has been working to demystify the takeoff of new products around the world.

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Know The Product - Market Category Map

One of the most important research and analysis requirements is to identify the ‘market category’ in which the ventures ‘product’ competes, along with other brands. This is a significant challenge, not alone at start-up /emerging stage, but also an ongoing basis for established entrepreneurs.

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Get Export Ready

Globalization needs to be part of the tool set for every entrepreneur doing a start-up today. This doesn't mean immediately going global, but understanding the global market and having a plan for the future.

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4 Areas That Yeild Valuable Segmentation Information

During the emerging growth stage of the business, entrepreneurs should begin asking questions of customers and target customers and build up market intelligence in these four areas

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Not All Customers Are The Same

Some categories of buyers can often feel unsure or distrustful of a new provider and a new product , particularly where it will involve them changing the way they do things and learning new things. They need assurance about the provider and product.

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Segmentation Methods

Segmentation methods available for marketing strategy formulation

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Directional Policy Matrix

DPM analysis is aimed at determining the appropriate strategic planning goals and the right strategies to achieve those goals across the portfolio of products, strategic business units (SBUs) and markets.

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Think Global - Act Local

Take account of the local business etiquette, culture and norms. Be global, but act local. For example, American customers are receptive to new ideas, innovations and change and the bottom-line is an all-embracing driver.

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Target The Innovators And Early Adaptors

In the early stages of all businesses, survival dictates that you find buying customers as quickly as possible. That means targeting the most interested and willing potential buyers. Innovators and early adopters are those buyers.

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Getting To The Mainstream Market

There are really two, fundamentally separate phases in the development of any high-tech or new product market: an early phase that builds from a few, highly visible, visionary customers; and a mainstream phase, where the buying decisions fall predominantly to pragmatists.

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Profiling The Mainstream Market

Derived from Figure 4.4; Key Characteristics, Needs and Role of Adopter Groups in Adrian Ryans, Roger More, Donald Barclay and Terry Deutscher Winning Market Leadership, strat

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Find An Open Or New Category In The Customers Mind

The human mind can only deal with up to 7 units of information at a time. People therefore have rationalise and simplify the world of non-stop, multiple communications and messaging to process the information they need to make decisions.

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How to Go About Creating Marketing Strategies for Your Startup


For a business to be viable, it has to do something as well as its competitors; to win in a competitive market, it has to do something better than its competitors. Most early stage entrepreneurs are strongly product focused‚ but it is crucial at this emerging stage that the entrepreneur thinks about getting into the customer's mind. Here's How to Go About Creating Marketing Strategies for Your Startup:

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Is It Your Marketing Really Motivating For Your Customers

Tom Peters, the Excellence guru, asserted that the real job for marketing was and is to make sales redundant! Image your marketing being so targeted, motivating and convincing for the customer that you require little or no sales effort to execute the buying transaction.

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Email Marketing Best Practises

In a recent research study of B2B buyers and decision makers, the use of the internet is shown to be increasingly important as a tool for researching and supporting their buying decisions. Online communication is emerging as a powerful tool for both buyers and sellers.

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