1.

Course
Introduction
B2B Marketing Strategies

B2B Marketing Strategies Laurent La Rocca

Consultant and expert speaker, ESSEC
ESSEC MSc, Fall 2019
- TITRE DE LA
PRÉSENTATION - 1
 Who I am

Startups

Retail Marketing
Expert
Entrepreneur
Ex-Marketing Director
Consultant & Expert speaker

Marketing Director

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the Treep : Mobility planner sustainable

Compare and combine all trains, flights, taxis,

metros very quickly

Easily book without advancing fees : tickets are

paid and approved by the company

Preserve the environment by encouraging the

choice of gentle transport

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What about you ?

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Course Introduction B2B Marketing Strategies

BtoB
RELATED KEY WORDS THAT
COME TO MIND …

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Course Introduction B2B Marketing

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Course Introduction B2B Marketing Strategies

o The Business
Model Canvas

o Course
Organization

o B2B
Marketing
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Course Introduction B2B Marketing Strategies

o B2B Marketing

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BtoB Definition

business to business
is a term that is used to refer to all business
relationships between two companies

VS
BtoC

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B2B Marketing Product and service classification

Used for production

EQUIPMENT
infrastructures

Become parts
DIRECT INPUTS
of physical products

Consumed in production processes

AUXILIARIES
but not part of physical products

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B2B Marketing Product and service classification
EQUIPMENT
Construction
Design and fabrication of
building and other structures,
processing plants, etc.
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Heavy
Equipment
Machine tools, turbines, earth
moving equipment, etc.
Capital Expenditures (CapEx),
typically financed through
loans
Light
Equipment
Smaller pieces of equipment:
fork lifts, small motors, etc.
Operating Expenses (OpEx)
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B2B Marketing Product and service classification

DIRECT INPUTS

Raw Processed Components &

Materials Materials subassemblies

Commodity-type, basic
products from sea, farm,
forest and mine: logs, iron,
corn, oil, fish, etc.
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Also commodity called “raws”.
Come from the processing of
raw materials after refining,
crushing, cutting, etc. Typically
in standard grades and sizes
Fabricated items that become
parts of finished products.
Typically for equipment
industry (integrated circuits,
alternators, etc.)
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B2B Marketing Product and service classification

AUXILIARIES

Maintenance,
Repair & Services
Operating

Consumed in the customer’s Intangible products although services may be

processes , but do not become
part of the finished products
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purchased along with physical products.
Includes maintenance, cleaning, catering,
consulting, insurance, banking, training,
education, etc.
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Course Introduction B2B Marketing Strategies

o Course
Organization

o B2B
Marketing
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The Course plan
Pricing Company’s
& Distribution Business Model

8 1
Communication & Segmenting & Targeting
Channel Management 7 2 of Activities and Markets

6 3
Towards Differentiation Deciphering Customers’
New VP, new BM ? Buying Behavior
5 4

Customers’ Experience Describing Current

and Competition Value Proposition

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The Course Application Project

Objectives § Practical understanding of issues: “learning by doing”

§ Application of concepts and tools in real business situations
§ Group creativity
§ Teamwork as a key ESSEC learning goal

Working § Groups of 3 students

§ Step by step development throughout the course
Process
§ Case (Supplier firm – Offer – Market) validated by Session 2.
Only 100% B2B
§ Presentation from 2 groups at every session from Session 4 to Session 9
through the “co-construction” approach
§ Final oral presentation during last session with final slides submitted to the
instructor

Evaluation § 100% of the final course grade:

20% - Written Business Canvas
Grid
30% - Intermediate application (and potentially presentation)
20% - Final presentation during last session
30% - Final comprehensive slide support.

L. La Rocca * See “Application Project Guidelines for the Students” page 16

Create your teams

1. Show Respect

2. Allow disagreements

3. Always explain

4. Communicate in brief

5. No toxic people

Have Fun !
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The choice
Name (HQ)
A 1010 DATA (USA)
B ALBEA PACKAGING (France)
C DASSAULT SYSTEMS (France)
D STRIPE (USA)
E GEMALTO (France)
F INGREDION (USA)
G LEASEPLAN (The Netherlands)
H METTLER TOLEDO (USA)
I NATUREX (France)
J NESPRESSO (Switzerland)
K UP (France)
L OPTIS (France)
M SABRE (USA)
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Sector
Data management and analysis services based on an interactive cloud-based analytical platform as a service (APaaS)
especially useful for the treatment of big data.
Beauty and personal care packaging with leadership positions in plastic & laminate tubes, mascaras, lipsticks, samplers
and foam pumps.
Strongly innovative company focusing on software for 3D design, 3D digital mock-up and Product Lifecycle
Management (PLM).
Online payment processing for internet businesses. Stripe is a suite of payment APIs that powers commerce for online
businesses of all sizes.
Software solutions protecting organizations against data breaches and identity thefts through two core technologies:
authentication and protection.
Ingredients solutions, including sweeteners, starches, nutrition ingredients and biomaterials used in everyday products
from foods and beverages to paper and pharma.
Service integrator in the automotive industry for fleet managing companies. From simple leasing to international fleet
management and corporate sustainability programs.
Scales, weighing and process analytics instruments and end-to-line inspection systems for use in laboratory, industrial
and food retailing applications.
Plant extraction and development of natural ingredient for industrial customers operating in Food, cosmetics and
health industries.
Operating Unit of Nestlé Group offering its own coffee machines operated with specific single-use coffee capsules
containing of ground coffee beans.
Up is an international, independent and robust company that belongs to its employees. It develops products and
services that improve and simplify the daily lives of its customers. Present in 17 countries, Up group adapts its know-
how to each local context.
Softwares for simulating light and human vision through augmented reality, in order to increase customers’ design
productivity.
The world's leading provider of solutions for the travel industry, including agencies, corporations, suppliers, developers,
government and online.
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The Course The “co-construction” process

Objectives § (Application Project) - Help maximizing the output of your group work

Working 1. The student team presents its work (10 min.)

The audience takes notes without interfering
Process
2. The audience expresses feedback (10 min.)
Only under the form of questions
The presenting members take notes (paper pad, white board) and get
3 steps prepared to address these questions

Total 35 min. 3. The presenting team addresses all reported questions (15 min.)
Takes notes about its answers for further reference and inclusion into final
report.

L. La Rocca * See “Application Project Guidelines for the Students” page 19

The Course Track
1 Course Presentation & Intro to B2B Mkg Case Select.

2 B2B Segmentation & Targeting

BMC
3 Applied B2B Strategy (Guest Speaker)
4 Customer’s Organizational Behavior
5 Outlining Current Value Proposition
Application
6 Evaluating Value Proposition Project
7 Towards a True Differentiation Based on
selected case
8 Omni-Channel Communication Strategy
9 B2B Distribution & Pricing
10 Final Case Presentations (Batch 2) Final Pres.

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A Typical Session (Sessions 4 to 9)

09:00 10:15 10:45 12:00

Application Application
Project Project
Course
(group (group
of four) of four)

Application Project Group

gets prepared to start
presenting at 9:00 sharp

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 Teamwork Grading (See Course Outline for details)

■ Graded Work
◆ Application Project: 100%
■ Grading Criteria
– Compliance to the brief
– Depth of research
– Quality of analysis and conclusions
– Teamwork integration
– Slide support length and quality
– Overall project integration

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Rules ”Do’s and Don’ts”

ü Presence (non-attendance must be notified

by mail to the facilitator on duty before session starts:
Laurent.larocca@essec.edu)
ü Punctuality (three-hour classes)
Course start on-time. One 30-minute break
ü Active Listening and Participation: computers only when
prompted. Mobiles off, in the bags!
ü No food in class

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Time to break

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The Teams and the companies

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The Course Work submission schedule

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Course Introduction B2B Marketing Strategies

o The Business
Model Canvas

o Course
Organization

o B2B
Marketing
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The Business Model Canvas How to describe your company?

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The Business Model Canvas

BACK STAGE VALUE FRONT STAGE

Key Partners Key Activities Value Customer Customer
Network of The most important Propositions Relationships Segments
suppliers and activities your Based on different How your cus- Groups of
partners which organization needs bundles of products tomers are acquired people and/or
bring external to perform well and services which and retained organizations
resources and create value for you want to reach
activities Key Resources each of your Channels and create value for,
customer segments through dedicated
Most important How your Value Value Propositions
assets required to Proposition is
offer and deliver delivered (Comm’
value to customers Distribution, Sales)

Cost Structure Revenue Streams

All types of costs incurred to operate your Business Result from the Value Propositions successfully
Model offered to the customer segments you have targeted.
It is how your firm captures value with a price that
customers are willing to pay

PROFIT
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The Business Model Canvas

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The Business Model Canvas

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BMC the Treep

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Course Introduction B2B Marketing Strategies

o The Business
Model Canvas

o Course
Organization

o B2B
Marketing
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Course Introduction Key takeaways
Business Model Canvas. A tool
B2B Product and Service
describing how your firm creates,
classification. Includes
captures and delivers value to its
Equipment, Direct Inputs,
targeted customers
Auxiliaries.

Co-construction Process (35 Course Objectives. Starts

min.). Applied to all with your company’
presentations. 3 stages: Team Business Model Canvas, and
presentations, Audience returns to it after the design
questions, Team answers + of a new Value Proposition.
discussion
Application Project Step-by-step
development on your company
throughout the course.
Presentations from S4 to S9. All
final documents available as free
resource.
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For next session W2
Use the Business Model Canvas (BMC) to “describe how your firm creates, captures and delivers value to its
targeted customers”

• One slide for general presentation

• One slide for front stage
• One slide for backstage
• One slide fore Value Proposition and profitability.

Information Sources
Beyond the company’s website(s) and a serious Google search (which can be very productive), here are a
few sources obtained (and available) from the Learning Center, where research experts can address your
requests if needed (but they might ask for a delay or a delayed meeting).
Marketline (Market studies), available outside of campus;
Orbis (only on campus);
Factiva;
Business Source Complete (lots of article from all sorts of journals and magazines)

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