MARKETING 4.

0 and B4B
The new marketing models PIERRE SAID 2023_2024
(admin’reminder) Need correct checklist (mark you’re there!)
 MARKETING 4.0 and B4B
The new marketing models

Some Featured ISG School Policies

Planning  Be on time (!<5mns)
PGE4
 Participation and engagement
during sessions and team works

 Copy/paste not allowed, any

source/reference to be quoted
 MARKETING 4.0 and B4B
Planning The new marketing models
PGE4
Additional introductions if
needs be ? (students, not
attended to last session)
INTRODUCTIONS
WHAT ABOUT YOU ?
• Any experience in digital
marketing so far ?
• Expectation(s) from this
course/these sessions?
• Future (ideal) job and
industry ?
  > 25 years in Marketing
 Focused on b2B through my career
INTRODUCTIONS  IT and New
technologies/Cybersecurity/AI
 Country to European and Global
(ww) position
 Strategy and Consulting
 Lecturer for Business Schools
PIERRE SAID
Pierre.said@isg.fr ______________________

360° marketing roles

(digital, field, event, PR,
PROMOTION social, operations, product,
partner, …)
ISG 95 2 CN
(~PGE 5 MANAGEMENT AND
STRATEGY
M a r ke t i n g )
 MARKETING 4.0 and B4B
The new marketing models

AGENDA/DAY 1, quick debriefing

Planning (students)
PGE4
Still, any question?

PDF presentation on your

International Pegasus portal
=> New Marketing Models
 MARKETING 4.0 and B4B
The new marketing models

Planning DAY 2
PGE4  A prospect/customer journey
through the new marketing
channels
 Mid/Long Marketing
Strategies
 Teams Case Study to come :
descriptions, guidelines and
timeline
 MARKETING 4.0 and B4B
The new marketing models

DAY 3

 Marketing 4.0 in motion :

Planning operations and 5 A’s (Awareness,
Appeal, Ask, Act and Advocacy)
PGE4  KPI’s, such as Purchase action ratio
(PAR) and Brand advocacy ratio
(BAR) and others
 Individual on site test : course
acknowledgment so far and
marketing opinions reviews (likely to
be be more on day 4/tbc)
 MARKETING 4.0 and B4B
The new marketing models

DAY 4
Planning  Focus on marketing strategies:
PGE4 customer centric (in person<-
>digital), content, multi-channel,
advocacy, engagement and
conversion,…and all of the next to
« invent » (AI, Quantics,…)

 CASE STUDY : Each group (5-6 pax)

to present on site + detailed report
to deliver on the portal same day
MARKETING 4.0 and B4B

The new marketing models

A prospect/customer journey
through the new marketing
channels
 Brand, Outbound, Inbound and
A prospect/customer Customer (Farming) Marketing ?
journeythroughthe new Definitions ?
marketing channels
 Brand => Visibility and Awareness
Strategies (employer of choice, vendor
of choice)
A prospect/customer
journeythroughthe new
marketing channels Outbound => acquire new net
prospects with marketing programs
Inbound => Nurture, Qualify, Convert
the Prospects to qualified leads (MQL)
and Customers from SQL (pipeline)
Customer Farming
=> keep the customer
Onboard (& keep
the churn down)
How to raise your
brand awareness
New and existing
models
• Generic, Visionary
advertising
• Generic Exposure
(Tradeshow, « street »
promotion,…)
• Sponsorships

• R&D
• Communications
Investment, $

• Data…

• Alliances
How to raise your
brand awareness
New and existing
models
• Press and Editorials
• STRONG PR

• Analyst relationships (Gartner,

Mediametrie analysts for
media,…)

• Conferences, Customer
advocacy
• Case studies

• NEW (digital) SOV model (share

of voices KPI)

• Risk management for the Brand

Reputation (recent Apple DAS
issue for ex,…), how ?
Customer journey,
cont’nd
New and existing
models
• Outbound Marketing Models

• Prospect Acquisition
• Data

• Banners, online, web, seA

• Retargeting
• Qr codes set, any exposure,
scaling to better conversions

• Tracked advertising and

promotion

• Events and e events

• Direct Email marketing

• Vendor alliances with joined,
funded marketing on provided
data
Customer journey,
cont’nd
New and existing
models
• Inbound Marketing Models

• Nurturing emails

• Importance of the crm and

automation systems (Marketo,
Eloqua,…)
• Scoring the leads (prospects)
• Telemarketing (hot prospects)
• Focus on hot prospects for
easier conversion

• Multi touch points (events,

webinars, specific contents,
messaging)

• Segments/sectors based
Marketing
• Social Networks on followers
w/regular animations
• LEADS TO MQL TO SQL TO
PIPELINE TO DEALS/WINS/SALES
Customer journey,
cont’nd
New and existing
models
• Farming

• Customer success models (B4B,

B4C)

• Retention # Churn
• Advocacy, Customer success
sories
• Testimonials
• Joined or Sponsored
Presentation

• Hospitality
• Incentives and Loyalty Program

• Cross selling and Upselling

campaigns

• User or Execs Forums

• R&D
Mid/Long Marketing
Strategies
 It always starts with your
strategic marketing plan for your
company...
Planning
PGE4
…but how to make it and how to
make it live and profitable ASAP ?

YOUR 2026 Marketing Plan

Context (1)

« Post mortem » of previous year’s outcomes

Collect marketing and sales data

Proceed interviews with leading stakeholders (sales,

board,…) and with your marketing peers

Discuss and get smart objectives from your manager

(products, territory, growth,…)

Initial budget or new budget trends

Same for sales objectives (why?)

Context (2)

MARKET TRENDS

NEW MARKETING TACTICS, MODELS OR tools, systems,

types of campaigns

Keep attending market conferences and marketing peers

clubs

Brief your agencies with updated strategy for initiative

campaigns

Meet and benchmark new agencies, BE CREATIVE FOR

YOUR COMPANY
Plan’sdetailsand timelines
introducingthe midterms

Set your annual plan in these contexts

Fix clear objectives, start/end dates of each activity or

campaign in your plan

Most of the times split in 4 quarters to adapt if needs be

Don’t miss leading events of your industry or global

events

Budget and itemize you budget in order that quarters are

comprehensive as well as the split per sales region,
products,…
GTM’sdetails
Midtermsdetails

Justify, Optimize and Mix the marketing channels in your

plan

Make sure your marketing mix is the most appropriate for

your targets (ref : previous discussions)

Be prepared to change or update if results not there or

any other compelling event (ex : covid in 2020 forced to
digital’,…)

Get your agencies, other marketing stake holders,…ready

and briefed to start asap rolling out your campaigns
sequentially
Start!
Make it collective

Dont’ delay, start once budget approved and 1st

components there to start

Brief any other team (sales,…) about your campaigns for

them to « buy in »

Set regular checkpoints to align, improve, keep briefing

and MOTIVATE!

Stay proactive

Coordinate and develop dashboards for your campaigns to

present any moment and on regular basis
QUARTERLY AND MONTHLY REVIEWS at the minimum
Whatif immediateshort
to midtermsmarketing
tacticsneeds?

It happens business needs tactical camapign if reults are

not there or to compete another vendor

Make sure of the budget

Scale any existing content, marketing systems

Likely fewer KPIs

Out the box initiatives are even more than welcome

Team’s Marketing Case Study

Descriptions, optimized usage of the

new marketing models, guidelines
and timeline
E-nergy
drinks SARL
French based company (Avignon, South),
With natural products of the receipe coming from
Ivory Coast (exclusive source)

Created in 2020

Revenue, 2022 : 500 000 Euros

Natural, organic sodas with 4 different

flavours
E’Tonic
Coconut 20%
Kumquat 30%
Pomegrenate 30%
Cucumber 20%
E-nergy drinks
SARL

Further sales targets

• 2023 800 k euros revenue,
forecasts

• 1,6 mio 2024

• 2025 3 mios

• 2026 5 mios
 Products positionning

 Natural, organic products

 Health benefits
 E a s y t o c a r r y, a n y u s a g e o r m o m e n t
 (packaging)
 Green packaging

 No gender speficic, neither age specific

 N o a l c o h o l , h e a l t h y, f r e s h
 Support any sport efforts
 The compan ion of world a nd fusio n food s and
receipes
 Cocktails
New sales
strategy for
2023
Existing model is via 1 wholesaler and 3 direct resellers

Clients are stores, consumers via these stores, gym club

members via the club, restaurants and bars

Packaging unit = 12 cans ; 1 can is 2 E HT (recommended

consumer buying price is 5 e TTC)

2024 : KEEP THE EXISTING MODEL SUCESSFUL BUT INVEST

IN fusion, world food RESTAURANTS AND CAFES AND
DELIVERY

Additional messaging and content to develop for E-drink’s

to be on menus, cocktail receipes,…
MARKETING
GUIDELINES
You joined the company in october 2023

You report to the Marketing and Communications Director,

member of the Board, and you are the Marketing and
Growth Manager for France

WE ARE IN LATE NOVEMBER, YOU HAVE BEEN TASKED TO

PUT TOGETHER THE MARKETING STRATEGIC PLAN FOR
2024

Achieve the global targets for 2024

Develop the new strategy (delivery, restaurants, cafes,
bars, cocktails, further initiatives,…)

Set the targets for this, having said your initial budget
proposed is 200 k for 2024 in total
TEAM’s
DELIVERABLES
MARKETING PLAN FOR 2024 with

Details of the budget usages per quarter and per

campaigns; justify the amount with proper sources from
the market

Set a survey among the restaurants and cafes on the regions if

you feel justified to do it to support your campaigns
Detail how you will make it

Details of each campaign (1 slide each minimum) with

targets, budgets, tools, data, kpis, timelines,…
TEAM’s
DELIVERABLES
MARKETING PLAN FOR 2024 with
Concerning data, how and from which sources you will
collect data and contact details concerning this new
customer data base to expand ?
BE CREATIVE, THINK OUT THE BOX (this will be particularly
observed in the evaluation as the market is very stressed)
Give a short analysis of the leading competitors and
distribution models
Give any further recommendations for 2024 and beyond
even on sales or R&D
Detail the events you need to attend, the digital
campaigns you’ll roll, the content you’ll develop, the
campaigns you’ll set and how, how you will collect and
nurture and qualify data, convert leads, how many you will
deliver, the web and social network content you’ll
produce…and any further marketing initiative to support
this business
TEAM’s
DELIVERABLES
MARKETING PLAN FOR 2024 with

2 DELIVERABLES / TEAM

a) 1 SLIDE PRESENTATION LIVE PER GROUP ON DAY 4

15 mns+5mns questions per group

10 slides maximum

ABSTRACT OF THE FULL MARKETING PLAN AND

REPORT/CASE STUDY

b) On the same day, by email, THE CASE STUDY BY ITSELF

WITH ALL DETAILS COLLECTED AND EDITED WHICH COULD
NOT BE PRESENTED ON DAY 4 BUT WILL BE USED FOR THE
EVALUATION OF THE VALUE OF THE MARKETING PLAN
AND REPORT
DAY 2 DAY 3, 09/29

QUESTIONS ?
WRAP UP
High level summary :
HIGH LEVEL SUMMARY OF DAY 2
• 4.0, 5A operational models details
• KPIs

• Test and questions (or day 4)

THANKYOU