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Content Marketing and Market Segmentation for B2B Markets - an introduction, How Content can lead to dialog. Segmentation example for technology products and some examples from Krones, Dell, Festool, litago milk, mymuesli
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20.9.2012 Dr. Ute Hillmer
What is
Content Marketing?Dr. Ute Hillmer
20.9.2012 Dr. Ute Hillmer
Content MarketingContent marketing equips buyers with the knowledge to make better-informed decisions.
The thinking behind it:Central to content marketing is the belief that if businesses deliver consistent, helpful information to buyers at the right time, then prospects will ultimately reward the company with their purchase and loyalty.
20.9.2012 Dr. Ute Hillmer
What is Content Marketing?
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
Content is the reason people go to your site
20.9.2012 Dr. Ute Hillmer
Give your customers the content they want…
…not what YOU think they need!
Picture Dan Zarella
20.9.2012 Dr. Ute Hillmer
Why is Content Marketing important?
Average person is exposed to 5.000 ads / offers per day
Buyers have tuned out marketing
20.9.2012 Dr. Ute Hillmer
Think of an Art Gallery
Where is the Art?
20.9.2012 Dr. Ute Hillmer
People come to see art, not empty frames or empty walls
Content is the reasonpeople go to your site
20.9.2012 Dr. Ute Hillmer
Content Marketing Fundamentals 1
Shift thinking from marketer to publisher1. Define a critical group of buyers2. Determine what info these prospects really need3. Determine how prospects want to receive info4. Deliver info for maximum impact on goals5. Measure and recalibrate
20.9.2012 Dr. Ute Hillmer
Content Marketing Fundamentals 2
20.9.2012 Dr. Ute Hillmer
Content Marketing Fundamentals 3
World views!
20.9.2012 Dr. Ute Hillmer
Content Marketing Fundamentals 4
1. Consider the worldview of your target customer group
2. Tell a compelling storyfor them
20.9.2012 Dr. Ute Hillmer
Content Marketing im B2B
• Companies don‘t have conversations, PEOPLEhave!
• B2B is usually about niche problem solving –problems are best solved in teams with many different experts contributing “niche” CONVERSATIONS
• Problem solving requires trust RELATIONSHIPS• 1:1 Marketing was a buzzword of B2B n:n
20.9.2012 Dr. Ute Hillmer
Content Marketing im B2B
• PEOPLE
• niche CONVERSATIONS
• RELATIONSHIPS
• n:n
→ Social Media Chanels
20.9.2012 Dr. Ute Hillmer
What is
Content Marketing?
20.9.2012 Dr. Ute Hillmer
How to Segment a Market for Content?
20.9.2012 Dr. Ute Hillmer
How to Segment a Market for Content?
Age is no longer a key indicator -
areas of interests are!
20.9.2012 Dr. Ute Hillmer
How to Segment Your Target Market?One Example…
20.9.2012 Dr. Ute Hillmer
Why do certain innovations have a much longermain street momentum?
Why do certain innovations diffuse much
faster than others?
Take the Market of New Technologies
20.9.2012 Dr. Ute Hillmer
New Technologies usually …
change the way how we do things...
and we go along happily and fast
or not so fast ...
20.9.2012 Dr. Ute Hillmer
Successful B2B marketing is…
• about segmenting customer experiences to fit the product life cycle and the typical customer profile
• about developing and maintaining trust – matching the different customer segments need
• about initiating a customer centric dialog that takes the different customer profiles into consideration
Behavioral economics!
20.9.2012 Dr. Ute Hillmer
Behavioural EconomicsBehavioral economics … study the effects of social, cognitive and emotional factors on the economic decisions of individuals and institutions and the consequences for market prices, returns and the resource allocation. The fields are primarily concerned with the bounds of rationality of economic agents. Behavioral models typically integrate insights from psychology with neo-classical economic theory. In so doing they cover a range of concepts, methods, and fields.[1]
Behavioral analysts are not only concerned with the effects of market decisions but also with public choice, which describes another source of economic decisions with related biases towards promoting self-interest. [1] The New Palgrave Dictionary of Economics
20.9.2012 Dr. Ute Hillmer
“Innovativeness”= degree to which an individual or a unit is relatively
earlier in adopting new technologies than other members of a system
Source: Rogers Diffusion of Innovation 1995
20.9.2012 Dr. Ute Hillmer
Time
Marke
t size
Rogers Diffusion of Innovation 1995
an idealized technology product lifecycle
Continuous Innovation
Disruptive Innovation
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
20.9.2012 Dr. Ute Hillmer Time
Marke
tsize
Time
Marke
tsize
Time
Marke
tsize
Rogers Diffusion of Innovation 1995 Moore; Crossing the Chasm 1999.
diffusion of innovation varies…
20.9.2012 Dr. Ute Hillmer
Time
Marke
t size
technology life cycle and its buyer categories
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
20.9.2012 Dr. Ute Hillmer
LaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
mainstream behaviour
Increasingly conforming behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009.
Zeit
Markt
größ
e
20.9.2012 Dr. Ute Hillmer
LaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
individualistic behaviour
Increasingly individualistic behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009.
Zeit
Markt
größ
e
20.9.2012 Dr. Ute Hillmer
Inventors: Techies Technology is their life
Technology - Crazy– Spend hours to get the product to work – Do everything to help the product– Technology should be for free
Forgiving souls– Don’t mind lousy documentation and weird procedures
to achieve functionality– Want technology first – no need for a sales channel
• Their role: they move technology forward but do not generate much diffusion + generate no income
Moore; Crossing the Chasm 1999.
20.9.2012 Dr. Ute Hillmer
Visionaries Technology enthusiastic businessmen, driven by a dream
• Businessman first- driven to be the first - new technologies are used to serve their own strategic benefit- don’t want incremental but fundamental improvements- make business world aware of new technologies- not very price-sensitive, have project budget- live in the future- communicate with techies and other visionaries
20.9.2012 Dr. Ute Hillmer
Visionaries (2)
• Take a risk- love publicity- risky projects - start projects from ground up, don‘t want
standards, want to develop them- buy by intuition (but may claim otherwise)- highly motivated, driven by a dream
20.9.2012 Dr. Ute Hillmer
Visionaries (3)• Excellent communicators- charismatic; they fight for their project- like to serve as a reference- network with techies and pragmatists- too many references de-motivate visionaries- look for new ideas in communication with intelligent people
• Their role: they fund the product development + give the innovation a “real” application
20.9.2012 Dr. Ute Hillmer
PragmatistsLook for measurable, incremental improvementDriven by business results
- improved productivity
• Avoid risk- risk is a negative term- want to work with market leader/ established firms- look for product quality, support, consulting, good
interfaces, reliability- want standards, “save buys”- need references- live in the present
20.9.2012 Dr. Ute Hillmer
Pragmatists (2)Loyal customers• are interested in company they buy from• revenue and profit must grow steadily “stability”• communicate within company and industry• the first mass market
Their role: They hold the key to the mass market
BUT: you need to be established in order for them to buy from you but you don‘t get established until they buy from you ! ?
20.9.2012 Dr. Ute Hillmer
Pragmatists (3)
Consequences out of this profile• One really needs to be familiar with
the processes and issues that worry the pragmatists
Offer a clear relative advantage to them
20.9.2012 Dr. Ute Hillmer
- They do what pragmatics do, but later
- Invest in technology to keep up with competition
- Have low technical competence
Conservatives“I don’t have to like the product, even if I use it”
20.9.2012 Dr. Ute Hillmer
- predictable
- want everything faster, cheaper, improved
- are price sensitive
- like bundles, pre-installed solutions
- “if it isn’t broken, don’t fix it”
- very interested in service and support
Their role: huge mass market
Conservatives (2)
20.9.2012 Dr. Ute Hillmer
Time
Marke
t size
technology life cycle and “the gap” or:why you should focus
Laggards16%
Late Majority
34%
EarlyAdopters
13,5%
Early Majority
34%
Innovators2,5%
Chart based on Moor 1999
20.9.2012 Dr. Ute Hillmer
Technology Marketing –What role does engagement anddialog play? “
20.9.2012 Dr. Ute Hillmer
LaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
early adopters = visionaries
Time
Markt
size
20.9.2012 Dr. Ute Hillmer
LaggardsLate Majority
EarlyAdopters
Early Majority
Innovators
early majority = pragmatists
Time
Markt
size
20.9.2012 Dr. Ute Hillmer
Subjective Construction of Reality
Each individual sees the world through subjective lenses. Consider typical customer segments and try to capture them socially and emotionally with
Seth Godin, All Marketeers tell stories, 2009Mischel and Morf, Handbook of self and identity, 2003.Kelly, The psychology of personal constructs, 1991
YOUR STORY!
20.9.2012 Dr. Ute Hillmer
And now
20.9.2012 Dr. Ute Hillmer
Exanples for Well Targeted Content
• mymuesli• Dell• Krones• Litago Milch• Jugend gegen Aids• Domino Pizza
20.9.2012 Dr. Ute Hillmer
Dell‘s Customer Centric Content
20.9.2012 Dr. Ute Hillmer
Content for the User
• Facebook „Krones Academy“
Facebook im Doppelpack: Krones und Krones Akademie ca. 2000 Fans Recruiting , Mitarbeiter und Kundenbindung
20.9.2012 Dr. Ute Hillmer
Content for Todays and Future Decision Maker – by Segment
20.9.2012 Dr. Ute Hillmer
Content for Todays and Future Decision Maker
20.9.2012 Dr. Ute Hillmer
Content for Todays and Future Decision Maker – by Segment
20.9.2012 Dr. Ute Hillmer
Content for Future Employees
20.9.2012 Dr. Ute Hillmer
Best Practice Innov. Marketing
20.9.2012 Dr. Ute Hillmer
Best Practice Innov. Marketing
20.9.2012 Dr. Ute Hillmer
mymuesli
20.9.2012 Dr. Ute Hillmer
Mymuesli Mixer
20.9.2012 Dr. Ute Hillmer
Mymuesli Facebook
20.9.2012 Dr. Ute Hillmer
Mymuesli Blog
20.9.2012 Dr. Ute Hillmer
Mymuesli Dialog StrategyZielsetzung Kundenerlebnis bieten Informieren + Kundenfeedback
in Echtzeit bereitstellen Zuhören & Agieren: frühe
Warnsignale erkennen und schnell handeln
Zielkunde Kunden potentielle KundenSM Strategie Homepage als
Kommunikations-zentrale, Blog, FB, Twitter einbinden
20.9.2012 Dr. Ute Hillmer
Litago Milk
20.9.2012 Dr. Ute Hillmer
Litago Milk
Quelle: Groundswell 2008, S.77
20.9.2012 Dr. Ute Hillmer
Litago Milk
20.9.2012 Dr. Ute Hillmer
360° Example: Milk
20.9.2012 Dr. Ute Hillmer
Litago Milk on Facebook
20.9.2012 Dr. Ute Hillmer
Litago Milk
20.9.2012 Dr. Ute Hillmer
Best Practice ‚Supporting‘IBM developerWorks• IBM developerWorks is a free community and social network for 8 million
developers and IT professionals worldwide. It includes content and discussions on open standards, open source, and IBM technical resources in English, Chinese, Japanese, Russian, Korean, Vietnamese, Brazilian Portuguese, and Spanish. It includes 30,000 articles, forums that attract 1 million visitors a month, 400,000 active profiles, 800 bloggers, and 450 wikis. IBM saves $100 million annually from people who use this resource instead of contacting IBM support.
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
20.9.2012 Dr. Ute Hillmer
Jugend gegen Aids e.V. Pro Bono – Online/Offline
20.9.2012 Dr. Ute Hillmer
Jugend gegen Aids e.V. Pro Bono
20.9.2012 Dr. Ute Hillmer
Domino’s Social Pizza
20.9.2012 Dr. Ute Hillmer
Domino’s Pizza Complains
20.9.2012 Dr. Ute Hillmer
at the end,
20.9.2012 Dr. Ute Hillmer
Good Content Marketing leads to Good Dialog MarketingView the customer as a partner
20.9.2012 Dr. Ute Hillmer
Success in Dialog Marketing means
You understand where your customers share their thoughts on … problems, solutions, … about YOU!
You understand what your customers talk about… because no one has been waiting for you to lead the conversation… .Join in on existing conversations!
20.9.2012 Dr. Ute Hillmer
relevance
funbenefit
Success in Social Media – in the Dialog
20.9.2012 Dr. Ute Hillmer
Goals to be achieved
Information‐Goals
Image Goals
EconomicGoals
Improved customer insight
Presentation as a market leader
Awareness, visits, registrations,…
Improved productinsight
Presentation as innovation leader
Customer loyalty and‐penetration
Generation of ideasPresentation as a Good
CitizenSales and
recommendations
… …Cost reduction
20.9.2012 Dr. Ute Hillmer
Hands on ExploitationInvestigate the online + social media activities of one of the following companies: Mymuesli.com (Online Composition and Retail) Krones.de (B2B) Litago.no (Customer Experience) Festool (B2B for SMEs)
Present in 10 minutes/group, what they do online and what you think is useful and what could be improved
20.9.2012 Dr. Ute Hillmer
Suggested Reading• Groundswell by Charlene Li, Josh Bernoff• Positioning by Trout and Ries• In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters• What would Google do by Jeff Jarvis• All Marketeers tell Stories by Seth Godin• 1 to 1 Marketing Future by Don Peppers• CRM at the Speed of light by Paul Greenberg• The Long Tail by Chris Anderson• The Wisdom of Crowds by James Surowiecki• Crossing the Chasm by Geoffery Moore• Selling the Dream by Guy Kawasaki
19.12.2011Dr. Ute Hillmer, Better Reality Marketing
20.9.2012 Dr. Ute Hillmer
This presentation is available in 3 parts in the download area of
www.better-reality.com
20.9.2012 Dr. Ute Hillmer
20.9.2012 Dr. Ute Hillmer
Dankeschön!