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Trends in B2B marketingSimon Kibsgård, Marketing Director & Lead Digital Business Consultant
© C reu n a
Morgenbriefing
© Creuna
Help up improve and participate in the draw for an inspirational briefing in your organization
Inspiration delivery?
© Creuna
What does reality look like from where you are sitting?
How do we respond to channel conflicts?
What creates eCommercesuccess? And can we get that
DNA?
Which marketing disciplines do we need to master in the
future?
How can we make use of our sales team in digital
contexts? ?
What is most important for you in your position?
and you can repeat the agenda throughout
Agenda
© Creuna
1 About Creuna2 Profiling the modern B2B buyer3 B2B Marketing trends – and four persistent themes4 Establishing the right skillset
Aarhus
HelsinkiOslo
Gothenburg
Copenhagen
StockholmStavanger
Creuna at a glance
© Creuna
Helsingborg
Agency typeFull Service Digital Agency
Size & Weight340+ visionary people.8 offices in all 4 Nordic countries. Largest agency of our kind in the Nordic Region.
BirthdayBorn digital 1st April 2001
Competitive advantages
© Creunahttps://www.forrester.com/Winning+In+The+Age+Of+The+Customer/fulltext/-/E-res119546
Age of manufacturing
Mass manufacturing makes industrial
powerhouses successful
1900
Age of the customer
Empowered buyersare here and they
demand a new levelof customer obsession
2010
Age of information
Connected PC’s and value chains leads to
improvement in information flows
1990
Age of distribution
Global connections and transportations
systems makes distribution key
1960
B2B customers are 60-90 % through the purchasing process before engaging
with vendors. Forrester Research
© Creunahttp://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
B2B buyers prefer digital self-service
© Creunahttps://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288
I prefer gathering information online on my own
I prefer not to interact with a sales rep
Buying from a website is more convenient
I prefer to buy online whenI’ve decided what to buy
53%59%
74%
93%
40% of corporate buyers spend at least half of their procurement budget online.
© Creunahttp://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b
57% of those who buy online make purchases of $5,000 or more.
Acquity Group
forward online content to
more than 25 people.CMO Council
© Creunahttp://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/ - Image
59%
© Creunahttp://bit.ly/1kxDB5P & http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html - Image
99% of buyers place high emphasis on the
trustworthiness of the content they view but only 9% trust content from
vendorsDemandGen Research & CMO Council
© Creuna
Compare prices and products
Read feature articles about trends and strategies
Visit vendors and look for product information
Watch videos
67%
Browse and participate in forums and networks
Read case studies
Read white papers
65%
57%
48%
47%
41%
34%
http://www.emarketer.com/Article/B2B-End-User-Buyers-Human-Too/1011423/1
Yes, mobile content is in demand!
“Today’s marketers must connect with empowered customers, engage with customers once those connections are made and nurture customer obsession throughout the organization.”
© Creuna
Outside-in: consistency, relevance and customer engagement
© Creuna
discover
searchinvestigate
compare
decision
advocate
attract
Purchase
acquireretain
use
get supportshare
trust
Prepare for on-demand marketing by consistently providing…
© Creuna
customer value
transparency
desirability
efficiency
convenience
be real becausecustomers know
everything
make attractive products and services your customers will
identify with
be so easy to do business with, that switching becomes cumbersome
free up customers’ time instead of
stealing it
Trends
© Creuna
Upsell & cross-sell+Convenience is king
+The sales-services battle+(Re)targeting
+B2B knows customers+Self service differentiate
Trends
© Creuna
Upsell & cross-sell+Convenience is king
+The sales-services battle+(Re)targeting
+B2B knows customers+Self service differentiate
Trends
© Creuna
Upsell & cross-sell+Convenience is king
+The sales-services battle+(Re)targeting
+B2B knows customers+Self service differentiate
Trends
© Creuna
Upsell & cross-sell+Convenience is king
+The sales-services battle+ (Re)targeting
+B2B knows customers+Self service differentiate
Trends
© Creuna
Upsell & cross-sell+Convenience is king
+The sales-services battle+(Re)targeting
+B2B knows customers+Self service differentiate
Trends
© Creuna
Upsell & cross-sell+Convenience is king
+The sales-services battle+(Re)targeting
+B2B knows customers+Self service differentiate
Trends
© Creuna
Advocacy for risk averts+End channel conflict
+B2C experience drive B2B
+Storytelling+Shareable content
+CJM, CEM & omnichannel
Trends
© Creuna
Advocacy for risk averts+End channel conflict
+B2C experience drive B2B
+Storytelling+Shareable content
+CJM, CEM & omnichannel
Trends
© Creuna
Advocacy for risk averts+End channel conflict
+B2C experience drive B2B
+Storytelling+Shareable content
+CJM, CEM & omnichannel
Trends
© Creuna
Advocacy for risk averts+End channel conflict
+B2C experience drive B2B
+Storytelling+Shareable content
+CJM, CEM & omnichannel
Trends
© Creuna
Advocacy for risk averts+End channel conflict
+B2C experience drive B2B
+Storytelling+Shareable content
+CJM, CEM & omnichannel
Trends
© Creuna
Advocacy for risk averts+End channel conflict
+B2C experience drive B2B
+Storytelling+Shareable content
+CJM, CEM & omnichannel
© Creuna
Greatstorytelling
Shareable content
B2C experiences
drive B2B
Customer journeys &
omni-channel
Overcoming the channel
conflictsGo global
Sales services
battleConvenience
is king
Advocacy for the risk avertSelf services
Upsell &Cross- sell
(Re)targeting
B2B knowscustomer
needs
B2B Marketing Trends
© Creuna
Greatstorytelling
Shareable content
B2C experiences
drive B2B
Customer journeys &
omni-channel
Be valuable
Overcoming the channel
conflictsGo global
Sales services
battle
Integrate
Convenienceis king
Advocacy for the risk avertSelf services
Get intimate
Upsell &Cross- sell
(Re)targeting
B2B knowscustomer
needs
Be relevant
Valuable content covers the tools, services and information our customers appreciate as it helps them meet their goals effectively and efficiently.
Definition: Be valuable
© Creuna
0
10
20
30
40
50
60
70
80
90
Bro ch u res Presen tati o n s Wh i te papers Vi deo s Co rpo rate bro ch u resI n f o graph ics Webcasts A n al y st repo rts E bo o ks
What they do
© Creuna
The most popular types of push content
http://www.emarketer.com/Article/B2B-Content-Strategies-Have-Room-Improvement/1012806
0
10
20
30
40
50
60
70
80
90
Bro ch u res Presen tati o n s Wh i te papers Vi deo s Co rpo rate bro ch u resI n f o graph ics Webcasts A n al y st repo rts E bo o ks
What they do
What they value
© Creuna
The most popular types of push content… and where they see the value
http://www.emarketer.com/Article/B2B-Content-Strategies-Have-Room-Improvement/1012806
The content marketing sweet spot
© Creuna
Customers & market
What do customers desire are where are
their needs not yet met?
Brand & business
What is our DNA, our objectives, and what
stories are we able to tell?
authenticity +
relevance
© Creuna
Case: Be valuable
Job: Architect, Project ManagerTask: Renovating the facade of a law firm in Copenhagen.Digital Maturity Level: Medium-high
© Creuna
The line of visibility
The customer journeyReads a blog post
about facade renovation
Searches on Google for “Rockpanel facade
renovation”
Visits the multi-languaged Rockpanelwebsite and looks at
the different cases
Still on the Rockpanelwebsite, the architect
starts reading the documentation
Writes an e-mail to the relevant Area Manager to
request pricing information
Types of content
What the customer can’t see
Blog post Rockpanelwebsite
Rockpanelcase section
Rockpaneldata sheets
Marketing Department
System Designers
Marketing Department
Account Management
Product Specialists
Methodology: Forrester Research
Contents influence the customer journey and needs to fit in
Contact information
© Creuna
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
© Creuna
Does the home page speak to customer issues, not just talk about the company, products, or services?
Does the website provide content targeting different audiences or roles?
Does the content provide utility — things customers can do without downloading a demo or calling?
Is any of the content entertaining or emotionally inspiring?
Do customer case studies expose real problems and quantifiable results?
https://www.forrester.com/Brief+B2B+Content+Fails+The+Customer+Engagement+Test/fulltext/-/E-res114103
How engagingis your content?
Can Your Content Pass the Engagement Test?
© Creuna
Does the home page speak to customer issues, not just talk about the company, products, or services?
Does the website provide content targeting different audiences or roles?
Does the content provide utility — things customers can do without downloading a demo or calling?
Is any of the content entertaining or emotionally inspiring?
Do customer case studies expose real problems and quantifiable results?
https://www.forrester.com/Brief+B2B+Content+Fails+The+Customer+Engagement+Test/fulltext/-/E-res114103
Being relevant is the process of personalizing content to individual customers’ characteristics, preferences and contexts, thereby driving desirable actions.
Definition: Be relevant
© Creuna
Customization vs Personalization
© CreunaForrester Research
Maximize usability
Maximize value
Customization:• Targeted to everyone• Anticipation of customer needs• Straightforward experience• Adapt products to desired use• Improved productivity and usability
Personalization• Targeted to segments or individuals• Anticipation of customer needs • The “Aha” experience• Drive desirable actions/behaviors• Higher conversion rates, increased retention
Types of data used for personalization
© Creuna
Q: What types of data do you use to personalize experiences?
http://www.emarketer.com/Article/Marketers-Stuck-on-Basic-Data-Personalization/1012763
Email address Name Location Demographics Cookies IP address Social ID
57%
45% 41% 40%34% 33% 30%
List of Personalization Variables
© Creuna
Category Type ExamplesProfile • Identity
• Demographics• Accounts/IDs• Tech ownership/use• Preferences• Attitudes
• Name, address, birthday• Age, gender, family status, children• Email address, social network IDs, account numbers and types• Devices, IP/MAC addresses, software, services• Opt-ins/outs, travel preferences, channel/communication preferences• Propensity, beliefs, values
Affinity • Memberships• Affiliations
• Social graph (Relationships), LinkedIn groups, loyalty programs• Schools, organizations, political and social causes/groups
Sentiment • Feedback• Ratings/opinions
• Surveys comments, emails/class, complaints• Product opinions, likes/dislikes, ratings, ratings and reviews, stars, referrals
Behaviours • Interactions• Transactions• Marketing responses• Testing responses
• Clickstream, footfall data, app usage, IVR records/transcript• Purchases, subscriptions, deposits/withdrawals, trades• Views, click-throughs, conversions, acceptances • Solution preferences, effort score, time-to-completion, completion rate
Content • Social media• Applications• Files• Biographic content
• Tweets, blog posts, Facebook wall, Quora questions/answers• Calendar, email, contacts, to-dos, browser favorites/history, playlists• Documents, photos, music, movies/videos, eBooks• Articles, citations, LinkedIn profiles, Wikipedia entries, public records
Context • Time/location• Environment• Situation• Journey/activity
• GPS position, day of week, time of day, beacon proximity• Temperature/weather, ambient noise, light levels• Sensor data (movement, orientation, companions• Intent, goals progress
https://www.forrester.com/Personalization+And+The+Rise+Of+Individualized+Experiences/fulltext/-/E-res115794
Get in close with your customers to establish a proposition for emotional and rational loyalty: knowledge-sharing, advocacy, re-purchase, share of wallet
Definition: Get intimate
© Creuna
More than a club…
© Creuna
“Loyalty has become synonymous with points, discounts and rewards – not with the customers’ emotional loyalty and devotion to a company, product or service. “
- Emily Collins, Forrester Research
Source: Forrester Research
Reward, recognize & engage
© Creunahttps://www.forrester.com/Craft+A+Loyalty+Strategy+That+Raises+Your+Maturity/fulltext/-/E-res91681
The building blocks of a loyalty program:
Strategy
Customer Data
PerformanceManagement Program
DesignProgram
Execution
The future of B2B eCommerce is – a part from catching up with B2C – to integrate with the customers’ value chains to increase value creation, productivity and rational loyalty.
Definition: Integrate
© Creuna
85% would discard their loyal supplier for a vendor with a lower price.
© Creunahttp://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b
71% would discard their supplier for a vendor with a more convenient buying process.
Acquity Group
eCommerce will eliminate more than 20% of all B2B sales jobs by 2020.
Forrester Research
© Creunahttps://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288
© Creunahttp://www.gartner.com/newsroom/id/2587415
81%value interaction with experts
38%value interaction with sales reps
B2B buyers only want to talk with vendors in specific cases
© Creuna
When product requires service
When product is expensive
When product requires installation
When product is complex
64%67% 67%
82%
When price needs to be negotiated
91%
https://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288
Q: For what types of purchases do you prefer to interact with a sales rep?
Loyalty for the next level!
© Creuna
RESPONSE:{
"customerId" : 1234,"delivered" : "2015-03-19 10:13:23","status" : "paid","products": {[{"name" : "22 mm AO-Steel bøjning, 90G. 2 muffer","modelnumber" : 034702022,"customerprice" : 25.95,"price" : 15.65,"quantity" : 5
},{"name" : "22 mm AO-Steel bøjning, 90G. 2 muffer","modelnumber" : 034702022,"customerprice" : 32.95,"price" : 19.43,"quantity" : 3
} ]}
}
REQUEST:https://ao.dk/api/customer/products?OrderId=4321
Integrators challenged by tradition
© Creuna
Sell only viadistributors
Sell a part of the assortment
directly
Sell via distributors
and direct with benefits for distributors
Sell directly to customers
A marketing skillset for the age of the customer
© Creuna
Data
Design
Business
Tech
branding & advertisingCreative conceptsexperience designgraphic designcontent
web + app developmentPerformance optimizationtracking setupssystem integrations
business development + optimisationinsights & strategy & prioritisationcustomer experience management
data-based processesVisualisation + DashboardsautomationActionable reports
To fulfill ambitions, we must evolve and build our competencies one step a time
© Creuna
Getting basics right
Establishing a platform
Integrating for optimization
Serving targeted value
Value-based campaigning
The brand as an ecosystem
1 2 3 4 5 6
Be valuable
Be relevantGet intimate
Integrate
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
thanks for listeningSimon Kibsgård, Marketing Director & Lead Digital Business Consultant
© C reu n a
+45 22 49 83 41
creuna.dk
+45 70 20 00 42