RBS Fall 2022: B2B Marketing Paper #3
Professor Peter Harper
33:630:370:02
Your third paper will be focused on demonstrating your understanding of the knowledge and
impact of data analytics and measurement in B2B marketing.
For this paper, your goal will be to use your data analytics and measurement knowledge to
examine the performance of a company, its marketing, and its salespeople.
The company I¥ selected for this paper is Guinness World Records (GWR), specifically their
Business Solutions area. This is a B2B part of the company that offers marketing campaigns to
organizations based on breaking a record.
There are three B2B customer segments you will focus on in this paper:
1. Non-profit organizations
Example: https://www.guinnessworldrecords.com/business-solutions/case-studies/nationalfederation-of-the-blind
2. PR Agencies
Example: https://www.guinnessworldrecords.com/business-solutions/case-studies/ozo
*Corporations (i.e. big companies)
Example: https://www.guinnessworldrecords.com/business-solutions/case-studies/xbox-one
At GWR, each customer segment is assigned a Sales Manager and Marketing Manager.
The job of the Marketing Manager is to generate leads and oversee the campaign for each client.
The role of the Sales Manager is to convert a lead into a confirmed sale.
Your job is to determine key metrics for each of the three customer segments so you can make
informed recommendations and provide convincing data to your boss on where to invest
additional marketing budget.
Data Analysis questions:
What is the ROI for each of these customer segments?
Which is the most profitable segment on a monthly basis? Profit here is defined as revenue less
marketing expense (and commission if applicable).
Which Sales Manager has the highest conversion rate?
Which market segment has the greatest earning potential? Why?
Here is information you, need to analyze in order to determine the key metrics for each
segment.
*Non-profit organizations
The Marketing Manager generates 10 leads per month and the Sales Manager makes three sales
per month.
The Marketing Manager spends $9,500 in SEM to generate those 10 leads.
The average sale generates $6,000 in revenue
There are 1,000 potential non-profit organizations in this market. The non-profit market tends to
search online for marketing ideas.
*PR Agencies
The Marketing Manager generates 20 leads per month and the Sales Manager makes three sales
per month.
The Marketing Manager spends $16,000 in attending conferences to generate those 10 leads.
The average sale generates $10,000 in revenue but the agency takes a 20% commission per sale,
which GWR must pay to the agency out of its revenue.
There are 500 potential agencies in this market, each of which have at least 7 clients. Agencies
tend to look for marketing ideas from other businesspeople they already know (even if from just
one meeting) or from recommendations of other colleagues.
*Corporations
The Marketing Manager generates 12 leads per month and the Sales Manager makes one sale per
month.
The Marketing Manager spends $25,000 in event marketing and in-person presentations to
generate those 5 leads.
The average sale generates $35,000 in revenue.
There are 3,000 big companies in this market. Big companies tend to seek out marketing ideas
from attending events, both online and in person.
Please provide two marketing recommendations based on the following:
1. How would you convince your boss to provide you with an additional $10,000 per month
in marketing budget, and which segment would you invest that marketing budget in and
why?
2. Given the customer segments GWR is marketing to, what would be one marketing tactic
you would recommend testing to drive higher conversion rates?
Please provide specific detail on the tactic, why the tactic is appropriate for the customer
segment, and what the ROI would need to be to make the tactic successful.
Specifications of paper:
maximum of two, double-spaced pages
1-argins
12 pt Times New Roman font
ullets and paragraph headings are allowed
Grading criteria:
apers will be graded on a 20-point scale.
oints will be taken off for papers longer than 2 pages.
ot addressing all the points above clearly will result in a grade of 16 or less
ccurately calculating the required measures (ROI, Conversion rate, etc.) will help you
achieve a 16 at a minimum. Errors in these calculations will result in half point
deductions depending on the # of incorrect calculations and my assessment of your effort.
good paper (18 of 20) or excellent paper (19 or 20 out of 20) will bring thoughtful
marketing insights to this paper; I will put particular emphasis on the real-world
applicability of your two marketing recommendations. Be specific, concise, clear, and
innovative in your thinking.
he quality of your writing, structure and grammar will be considered as grading criteria.
apers are due on Tuesday, November 29 at 5pm ET

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