Lecture

#9&10

Assessing market
opportunities (implementing a
segmentation strategy)

Dr. Mithilesh
Pandey
LEARNING OUTCOME..
 Ability to implement a b2b marketing strategy and
understanding demand estimation and linkages in b2b
markets.
 FOLLOZE LAUNCHES ‘ABM NOW’

 https://martechseries.com/sales-marketing/account-based
-marketing/folloze-launches-abm-now-solution/
 Folloze announced the launch of ABM Now, an all-in-one 
Account-Based Marketing (ABM) solution that includes the Folloze
Personalized marketing platform powered by Demandbase firmographic
data. ABM Now enables marketers to quickly plan and execute highly
personalized revenue-generating campaigns against their target accounts.
 Folloze + Demandbase = Accelerating Time to Revenue
 Available today, ABM Now includes everything sales and marketing teams
need to quickly and cost-effectively execute engaging, multi-channel ABM
campaigns across inbound and outbound sales motions:
 Real-time account identification and experience Through Demandbase’s
out-of-the-box firmographic data and IP-identification and matching
capabilities, ABM Now quickly identifies and segments audiences of target
accounts and new opportunities.
 Engage target accounts through intelligent content experiences and sales
motions: Leveraging Demandbase firmographic data, Folloze will personalize
experiences through targeted messaging, images, content, and CTAs. At the same
time, marketing teams can activate their sales counterparts by delivering the right
message and content to high-propensity target accounts.
 Virtual events and digital experiences: With the continued global cancelation of
physical events, ABM Now creates powerful digital experiences to boost
attendance and engagement for virtual events and conferences.
 Account Engagement Metrics and Dashboards: ABM Now includes intuitive
dashboards that measure account engagement and marketing performance across
target audiences and firmographics.
 Integrate with Data and Existing Martech Stack: The joint solution delivers real
ROI by seamlessly integrating and extending the value of existing firmographic
data, and Martech tools including Marketo, Eloqua, Salesforce, and others.
ESTIMATING DEMAND
 Estimating demand within selected markets is vital to marketing
management!

 Forecasting demand represents probable sales. It takes into

account:
 Potential
business
 Marketing efforts

 Virtually all business decisions are predicated on the forecast, both

formal and informal.
RELATIONSHIP BETWEEN POTENTIAL
DEMAND AND THE FORECAST
KEY METRICS TO SUCCEED……
 https://www.youtube.com/watch?v=238KMxN0H_k

 #ABM Metrics
STARBUCKS GETTING THINGS
RIGHT..
 https://www.youtube.com/watch?v=F3yYQnR5i4Y
POLL..
Which of these is NOT a possible benefit of account-based
marketing strategy?

A.Better customer retention

B.Coordination between sales and marketing departments

C.A broad base of individual consumers

D.Increased revenue
 AFFECTED STAKEHOLDERS
Demand analysis (or lack thereof) affects three broad
stakeholder groups:

1. Engineering Design and Implementation teams

2. Marketing and Commercial Development teams
3. External Stakeholders, including:
a. Investors
b. Government regulators
c. Equipment suppliers
d. Distribution partners
 Discussion: Commercial
Questions?
 Where are the customers?
 Where should sales outlets be located?
 How many are outlets are required to meet target market
needs?
 What sales level is expected of each outlet?
 What are expected level of revenues, profits, and cash flow are
needed to support loans and pricing structures?

Without this knowledge, executives cannot develop sound

strategies or effectively allocate resources.
 APPLICATION OF DEMAND
 The application of demand rests in the planning and control of
marketing strategy by market segments.

 Once demand is estimated by segment, the manager can allocate

resources on the basis of potential sales volume.

 Spending money on promotion has little benefit if the market

opportunity is minimal or the competition is fierce.
ESTIMATES OF PROBABLE DEMAND
Estimates of probable demand should only be made after a
firm has decided on its marketing strategy.

Only after a marketing strategy has been developed can

expected sales be forecasted!

Many firms use the forecast to determine the level of

marketing expenditures.
This is a mistake!

Marketing strategy determines sales (not vice versa).

 SUPPLY CHAIN LINKS

 Sales forecasts are critical to a smooth operation

throughout the supply chain.

 Timely forecasts allow supply chain members to

effectively coordinate their efforts and share in the
benefits.
NEW SUPPLY CHAINS OF FUTURE…
#KPMG
 https://www.youtube.com/watch?v=wwjzxHI92Eg
 SALES FORECAST DATA
Sales Forecast Data is used to:
 Distribute inventory within the supply chain
 Manage stock at each level
 Schedule resources at all levels
 Provide material, components and service to a
manufacturer
 Accurate forecasts go hand-in-hand with good business
practices throughout the supply chain

 https://www.youtube.com/watch?v=IDbX_Y8ARXg
DELL SUCCESS STORY: PREDICTIVE
SALES INTELLIGENCE
 https://www.youtube.com/watch?v=UFtcWOxd2RE
POLL..
Many firms use the forecast to determine the level of
marketing expenditures. Is it a correct approach ?
A.Yes

B.No
 ANY QUESTIONS?