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Reinventing Marketing for B2B Services - One North Conference

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David Rogers is a globally recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He teaches digital marketing to executives at Columbia …

David Rogers is a globally recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He teaches digital marketing to executives at Columbia Business School, consults to startups and Fortune 500 companies, is founder of the acclaimed BRITE conference, and is author of three books, most recently, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” His current research, and next book, focus on why some businesses are able to adapt and survive in an era of constant disruptive change.

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  • 1. Reinventing Marketing for the Digital Age 5 strategies for growing your customer network @David_Rogers Author, Speaker, Consultant Faculty, Digital Marketing Strategy Columbia Business School www.davidrogers.biz
  • 2. 5
  • 3. Some companies worked with
  • 4. Customer network paradigm
  • 5. Customer Customer Customer Customer Customer Customer 12
  • 6. •Free academic tutorials •1800+ videos on YouTube •Anywhere in the world •32 million lessons delivered worldwide •New grants from Gates & Google
  • 7. 19
  • 8. Mass market model Company Customers 22
  • 9. Customer network model Customer Customer Blogs Comments Customer Customer Company Forums Customer 23
  • 10. RETHINK the Marketing Funnel Broadcast Customer Networks TV, radio, out-of-door Search, buzz, blogs , Direct mail, brochure Online research, user reviews Product test, comparison Social networks, YouTube, local search In-store purchase Group discounts, purchase on-line/in-store/mobile Reward points “Friending” (FB, Twitter, email), customized up-selling Reviews, links, “likes,” social buzz 24
  • 11. What kinds of products, services, & communications… …will inspire advocacy in customer networks?
  • 12. Access Collaborate Connect Customer Networks Engage Customize 28
  • 13. ACCESS Be faster, be easier, be everywhere, be always on 29
  • 14. Last Year’s Christmas Card
  • 15. ENGAGE Become a source of valued content 50
  • 16. 52
  • 17. Every business must think like a media company
  • 18. 65
  • 19. 93% of B2B marketers do content creation
  • 20. 67
  • 21. 68
  • 22. CUSTOMIZE Make your offering adaptable to your customers’ needs 76
  • 23. 80
  • 24. 81
  • 25. 83
  • 26. 84
  • 27. Image of person buying online
  • 28. CONNECT Become a part of your customers’ conversations 93
  • 29. EXPECTED: DISCOVERED: 80 things to do to increase likelihood guests would recommend 5 things in the first 20 minutes make the most positive impact Social Media Analysis
  • 30. 100
  • 31. 101
  • 32. 102
  • 33. 108
  • 34. COLLABORATE Invite your customers to help build your enterprise 111
  • 35. 116
  • 36. 117
  • 37. 118
  • 38. 119
  • 39. The world is changing…
  • 40. From mass markets… Company Customers 125
  • 41. …to customer networks Customer Customer Blogs Comments Customer Customer Company Forums Customer 126
  • 42. Customer networks Customer networks Customer networks Customer networks Customer networks Customer networks 127
  • 43. Access Collaborate Connect Customer Networks Engage Customize 128
  • 44. Thank you! David.Rogers@columbia.edu Email me for: • Research (marketing ROI) • Sample book chapter