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2021 | OriginalPaper | Buchkapitel

25. How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy Solutions—Case Energy Industry

verfasst von : Beatrice Ermer, Sabrina Weiß, Markus Niehaus

Erschienen in: B2B Marketing

Verlag: Springer International Publishing

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Abstract

B2B sales have also taken off digitally. Buying centers are experiencing their zero moment of truth with new products and services today before they contact the supplier. This article reflects the approach innogy has taken to reach its target groups more effectively and efficiently. It also shows how innogy is actively shaping the energy turnaround and reinventing itself as a solution provider. As a consequence, new products are developed, and new markets are entered. For the successful commercialization and scaling of one of its new products, an energy monitoring solution, innogy has identified the Pains and Gains of its buying centers, sharpened its USPs and developed a concept for market entry which takes into account the changed framework conditions. An essential part of this concept is a strategic lead management, which was developed and implemented by end2end.

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Vorheriges Kapitel Choosing the Right Marketing Automation Platform: A SME Success Story

Nächstes Kapitel Marketing and Sales Excellence: A Practical Showcase for Organisations

Compare for the chapter by Seebacher on the B2B Marketing Eco-System in this publication.

While the topic of solution selling is currently receiving a lot of attention in research (Ulaga and Kohli 2018; Ulaga and Loveland 2014), little attention has so far been paid to the necessary communication skills of a salesperson involved in international solution selling (Koponen et al. 2019).

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https://wirtschaftslexikon.gabler.de/definition/relevant-set-45378, accessed May 20, 2020.

https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/, Accessed May 21, 2020.

https://www.rolandberger.com/publications/publication_pdf/die_digitale_zukunft_des_b2b_vertriebs.pdf, accessed May 21, 2020.

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For approaches to the development of buyer personas (see e.g. Burgholz 2017, p. 53ff).

https://www.marketinginstitut.biz/blog/inbound-marketing/, Accessed May 21, 2020.

On marketing automation, see also the contributions of Mrohs and Klaus in this book.

Accenture. (2014). 2014 State of B2B procurement study: Uncovering the shifting landscape in B2B commerce. Zugriff am May 26, 2020, from https://www.accenture.com/t20150624t211502__w__/us-en/_acnmedia/accenture/conversion-assets/dotcom/documents/global/pdf/industries_15/accenture-b2b-procurement-study.pdf

Anhelm, F. E., & Tuttlies, I. (2020). Structural change of the energy system transformation: Conversion strategies in the German energy industry, study by the Hans Böckler foundation, no. 434. Düsseldorf: Hans Böckler Foundation.

Archer, I. (2015). The B2B buyer journey. Zugriff am Mai 22, 2020, from https://www.primary-intel.com/15-for-15/15-powerful-customer-journey-maps/

Arli, D., Bauer, C., & Palmatier, R. W. (2017). Relational selling: Past, present and future. Industrial Marketing Management, 69, 169–184.CrossRef

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Koponen, J., Julkuunen, S., & Asai, A. (2019 October). Sales communication competence in international B2B solution selling. Industrial Marketing Management, 82, 238–252.

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Ulaga, W., & Kohli, A. K. (2018). The role of a solution salesperson: Reducing uncertainty and fostering adaptiveness. Industrial Marketing Management, 69, 161–168.CrossRef

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Titel: How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy Solutions—Case Energy Industry
verfasst von: Beatrice Ermer
Sabrina Weiß
Markus Niehaus
Verlag: Springer International Publishing
Buch: B2B Marketing
Print ISBN: 978-3-030-54291-7

Electronic ISBN: 978-3-030-54292-4

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-54292-4_25