Smart BtoB Marketing Solutions

If you offer premium quality products and services, or have a complex offering, your marketing will benefit most from a simple strategy and excellent execution. Twenty-five years of dedicated marketing of premium business-to-business brands, products and services have taught me to focus on the customer, keep it simple, and emphasize results over activity.

Smarter Marketing to
Build Your Brand

This is the thinking and implementation I provide companies to optimize their BtoB marketing effectiveness—and what I can help you do:

Develop a Workable Marketing Plan

Create a one- to three-year marketing plan based on your business objectives and sales goals. I develop plans that emphasize execution and accountability, rather than complicated strategy, because they are more likely to succeed in the real world of the market.

 

Implement an Inspired Branding Strategy

Position your brand effectively against competitors, present your brand consistently in a compelling manner to all stakeholders, and assure your entire enterprise is in alignment with your brand values.

 

Take a Thought Leadership Role

Fortify your quality positioning in products and services with a point of view that tells the market what’s ahead, and how to get there. I’ll help you utilize blogs, email newsletters and updates, conferences and news media to get your POV out there.

 

Make a Social Media Commitment

Be there consistently on LinkedIn, Instagram, Houzz, your blog – even Facebook may have value to your customers and prospects.  I’ll work with you to develop content and stay on schedule.

 

Amp Your Web Presence with SEO

Keep your Web site fresh and relevant with new content and functionality.  Make it easy for new prospects to find you with regular search engine strategy tuning. I help you stay current with updates and new strategies.

 

Listen to the Voice of the Customer

Implement processes to gather regular input from your customers, so you get the unvarnished story on their perceptions of your brand, products, services and people.

Tool Up Your Business Development

Introduce new online CRM solutions like Salesforce.com, or make more effective use of your existing system.  I can help you set goals and reinforce a culture of accountability for building relationships with prospects and customers.

 

Market To and Through Your Channels

Your channel should be partners, not customers, but you need to market to them (and your employees) to reinforce their commitment to your brand.  Don’t leave it up to the channel to market your lines; provide tools and programs to make it easy for them, and consistent for your brand.

 

Leverage Trade Shows for Exponential Value

Bring objectives and strategy along to trade shows, conferences and expos. Establish contact goals, track post-show follow up and seek presentation opportunities in advance.

 

Establish Solid Media Relations

Develop relationships in the media and analyst communities to bank goodwill and deliver your story in a win-win mode. I’ll assist you in deciding what’s newsworthy to whom, and crafting your news releases, interviews and communications.

 

Utilize Change Management Processes

The best change managers are natural marketers, with their focus turned toward your team rather than the marketplace. I can help you demonstrate “what’s in it for me” to everyone personally affected by changes you’re making for the better.

How many apply to your company?

  • Lack of strategic marketing planning
  • Inconsistent brand image and presentation
  • Seemingly arbitrary budgets
  • Unanticipated changes in customer expectations
  • Awkward integration of acquisitions
  • Disconnect between sales and marketing
  • Uneven follow up with good prospects
  • Little business development reporting
  • Uncertainty about social media value and activity
  • Dated Web content, design and functionality
  • Channel inattention
  • Minimal media exposure
  • Disruptive new competition
  • Devolution to price competition

Common BtoB Marketing Challenges

I bring 25 years of business-to-business industry experience in strategic marketing, business development, senior management in private and public companies, writing and planning.

 

Prior to founding my BtoB marketing practice, I was vice president with a green building consulting firm, growing at double-digit rates with national and international projects. I spent five years as vice president of marketing for Al. Neyer, Inc., a leading commercial real estate development and construction firm headquartered in Cincinnati since 1894.  I also served as vice president of marketing for Cintech Solutions, a CRM/telecom software developer and strategic partner of IBM. Prior to Cintech, I was senior strategy consultant at HSR Business-to-Business, ranked among the top 25 business marketing agencies in the US by BtoB Magazine. I worked for 16 years with Hobart Corporation, on their agency teams, directing planning and creative groups serving the world leader in commercial food equipment.

 

I’m a graduate of the University of Notre Dame and hold an MBA from Wright State University.  I’m a past president of the Dayton chapter of the American Marketing Association, a member of the US Green Building Council and a LEED Accredited Professional, committed to sustainability, energy efficiency and a healthy environment.

About Lew Bonadies

BtoB Projects, LLC

3215 Nash Avenue

Cincinnati, Ohio 45226

 

© 2016 BtoB Projects, LLC.

Develop a Workable Marketing Plan

Create a one- to three-year marketing plan based on your business objectives and sales goals. I develop plans that emphasize execution and accountability, rather than complicated strategy, because they are more likely to succeed in the real world of the market.

 

Implement an Inspired Branding Strategy

Position your brand effectively against competitors, present your brand consistently in a compelling manner to all stakeholders, and assure your entire enterprise is in alignment with your brand values.

 

Take a Thought Leadership Role

Fortify your quality positioning in products and services with a point of view that tells the market what’s ahead, and how to get there. I’ll help you utilize blogs, email newsletters and updates, conferences and news media to get your POV out there.

 

Make a Social Media Commitment

Be there consistently on LinkedIn, Instagram, Houzz, your blog – even Facebook may have value to your customers and prospects.  I’ll work with you to develop content and stay on schedule.

 

Amp Your Web Presence with SEO

Keep your Web site fresh and relevant with new content and functionality.  Make it easy for new prospects to find you with regular search engine strategy tuning. I help you stay current with updates and new strategies.

 

Listen to the Voice of the Customer

Implement processes to gather regular input from your customers, so you get the unvarnished story on their perceptions of your brand, products, services and people.

 

Tool Up Your Business Development

Introduce new online CRM solutions like Salesforce.com, or make more effective use of your existing system.  I can help you set goals and reinforce a culture of accountability for building relationships with prospects and customers.

 

Market To and Through Your Channels

Your channel should be partners, not customers, but you need to market to them (and your employees) to reinforce their commitment to your brand.  Don’t leave it up to the channel to market your lines; provide tools and programs to make it easy for them, and consistent for your brand.

 

Leverage Trade Shows for Exponential Value

Bring objectives and strategy along to trade shows, conferences and expos. Establish contact goals, track post-show follow up and seek presentation opportunities in advance.

 

Establish Solid Media Relations

Develop relationships in the media and analyst communities to bank goodwill and deliver your story in a win-win mode. I’ll assist you in deciding what’s newsworthy to whom, and crafting your news releases, interviews and communications.

 

Utilize Change Management Processes

The best change managers are natural marketers, with their focus turned toward your team rather than the marketplace. I can help you demonstrate “what’s in it for me” to everyone personally affected by changes you’re making for the better.

  • Lack of strategic marketing planning
  • Inconsistent brand image and presentation
  • Seemingly arbitrary budgets
  • Unanticipated changes in customer expectations
  • Awkward integration of acquisitions
  • Disconnect between sales and marketing
  • Uneven follow up with good prospects
  • Little business development reporting
  • Uncertainty about social media value and activity
  • Dated Web content, design and functionality
  • Channel inattention
  • Minimal media exposure
  • Disruptive new competition
  • Devolution to price competition