How to orchestrate memorable B2B customer experiences

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Play to Win:How to orchestrate Memorable B2B customer

experiences

2

Suresh VittalVP Marketing Strategy - Adobe

3

Michael BallardDemand Gen Strategy & Operations Manager - Lenovo

Market Dynamics in B2B E-commerce

01

02

03

04

Catalyzing Change

B2B is just DifferentGame On

0102

0304

Most B2B companies surveyed said that they expect 50% of theircustomer base to be buying from them online within three years.

50%More Than

Of the US Populationwill buy online

86%

14%

86% of the B2B companies we surveyed said that they hadrecently migrated offline customers online, while only 14% said they had not

Sourrce: Forrester, 2014

B2B OnlineOFFER MOBILE COMMERCE

B2B mobile traffic match B2C

MOBILE COMMERCE

59% or more purchase 5K+

SPEND ONLINE

22%

5%

40%

75%

More than half of B2B comes from mobile

ACCOUNTED FOR MOBILESALES

Source: Acquity Group and Forrester

7

READ REVIEWS ON MOBILE56%

READ PRODUCT INFOS

COMPARE FEATURES

COMPARE PRICES

MOBILE IS A DRIVING FORCE FOR B2B COMPANIES

55%

50%48%

Source: Forrester


8

Catalyzing Change

1234

Consumerization

New Tech available at reasonable cost

B2B buyers adoption of social and mobileDesire to purchase direct from manufacturer

1 Consumerization

Instant gratification

1 Consumerization

5 seconds or less

1 Consumerization

The Kimono is open(social honesty)

1 Consumerization

When, what and how I want it ….on demand, customized, and mobile)

2 New Tech available at reasonable cost

August 2011 September 2012 January 2014

~100 companies ~350 companies ~950 companies

Mar

ketin

g Te

chno

logy

Lan

dsca

pe

3 B2B buyers adoption of social and mobile

Increasingly, the Tech buy cycleincludes engagement throughmobile devices and social media

Source: Forrester and IDG Services

30% of IT Buyersuse a SmartphoneTo conduct research

49% of IT Buyers use a Tabletto conduct research

96%of B2B tech buyers engageWith one or more socialMedia site and service

4 Desire to purchase direct from manufacturer

Photo credit: @forbes


B2B is just Different

Multiple DecisionMakers

Intricate Supply Chain

Long Sales Cycles

Complex Offerings

Conversion B2C=3%Abandon rate: 54%AOV= $180Service cost $5

B2BConversion B2B=10%Abandon rate: 30%AOV= $1,060Service cost $12

Source: Internet Retailer & Forrester


Game On | How to play to win

“We are in the AGE OF THE CUSTOMER. One by one,

every corporate investment has been commoditized…

The only source of competitive advantage is the

one that can survive technology fueled disruption —

an obsession with understanding,delighting, connecting with, and

servingcustomers.” — Josh Bernoff, Forrester

Social 10%

Big Data 10%

Marketing Automation 4%

Video 3%

Mobile 18%

Content Marketing 15%

Multichannel Campaign management 10%

Personalization 10%

Customer Experience 20%

Which one area is the single most exciting opportunityfor your organization in 2014?

Source: Econsultancy/Adobe 2014

Adobe | eConsultancy 2014 Digital Marketing Survey

CustomerExperience

Three Questions Drive the Customer Experience Index

Meets Needs“How effective were they at meeting your needs?”

Easy“How easy were they to do business with?”

Enjoyable“How enjoyable were they to do business with?“

Forrester’s Customer Experience Index“Thinking of your interactions with these firms over the past 90 days…”

Customer Experience leaders make doing business with them easy and enjoyable and are effective at meeting needs of their customers and deliverstangible returns

Source: Forrester,’s Customer Experience Index and Watermark Consulting, 2014

Customer Experience Leaders Outperform the Market

6-Year Stack Performance Customer Leaders vs. Laggards vs. S&P 500 (2007-2012)

Cum

ulat

ive

Tota

l Ret

urn Customer

Experience Leaders

40.0%

S&P 500 Index

14.5%

CustomerExperienceLaggards

-33.9%

50%

40%

30%

20%

10%

0%

-10%-20%-30%-40%

5

4

2

3Contenders3.4

IT Industry Average

4.5Achievers5.4

Leaders6.3

Marketing Spend and Performance

1

Challenged2.0

A Comparison of Marketing Budget RatioSource: IDC

28

Brochures/Brand Engagement

Customer Communications

Internal Communications

Sales Enablement Event Guides

Program Guides

White Papers

White Papers

30

Bring research, insights, and thought leadership to customers with white papers and other documentation

Business Identity & Firmographic Data

Adobe Workflow on Lenovo.com

Adobe Target

Adobe Analytics

Adobe Media Optimizer

CRM

Lead to Revenue Management(L2RM)

Lead Generation

Nurturing &

qualification

Sales process

>

>

L2RM

Source: ForresterrResearch, Inc

Revenue

Full-Funnel View

Presite

Site

Sales

Impressions

Clicks

Lead Forms Submitted

MQL

SAL

SQL

Opportunity: won

Market Dynamics in B2B E-commerce

01

02

03

04

Catalyzing Change

B2B is just DifferentGame On

0102

0304

B2B buyers expect consumer-like buying experiences

1 | Leverage Technology to power memorable customer experiences

2 | Make friends with sales3 |