B2B: Customers are in charge – and so what?
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Forget the funnel and cultivate the eco system. View the slides from our morning briefing April 2014
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B2B: Customers are in charge – and so what?
- 1. B2B: Customers are in charge – and so what? Forget the funnel and cultivate the eco system Kristoffer Okkels, Digital Business Consultant Lars Elkjær Andersen, Director, Clients & Sales, Aarhus morgenbriefing
- 2. Agenda © Creuna Four major trends Cases The modern B2B buyer
- 5. Every new technology cycle supports 10 timesmore users and devices. KPCB/Mary Meeker © Creuna http://www.kpcb.com/insights/2013-internet-trends
- 6. © Creuna Social technologies are adopted at an increasing speed. McKinsey Global Institute http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
- 8. 75% of all businesses use social collaboration tools in 2013. eConsultancy © Creuna http://econsultancy.com/dk/blog/10986-75-of-businesses-to-use-social-collaboration-tools-in-2013-infographic
- 9. 96%of B2B tech buyers engage with one or more social media site and service. IDG Research Services © Creuna http://idgknowledgehub.com/b2b-tech-buyers-are-using-social-media/2012/12/03/
- 10. Big Data 3
- 11. Companies embracing big data are 4% more productive and have 6% higher profitability McKinsey Global Institute © Creuna http://www.mckinsey.com/insights/high_tech_telecoms_internet/ten_it-enabled_business_trends_for_the_decade_ahead
- 12. B2B marketers can use big data to drive more targeted and effective campaigns. Lisa Arthur, author of ’Big Data Marketing: Engage Your Customers More Effectively and Drive Value’ © Creuna “ ” http://www.forbes.com/sites/lisaarthur/2012/04/17/b2b-marketers-use-big-data-new-tools-to-evaluate-execute-evolve/
- 13. Transparency 4
- 14. Organizations that fail to be transparent will have it forced upon them. Harvard Business Review © Creuna http://www.hbr.org/2009/06/a-culture-of-candor/ar/1
- 15. see opportunities adaptive communication utilize your data keep your door open
- 16. Agenda © Creuna Four major trends Cases The modern B2B buyer
- 17. The nature of B2B buying is changing The buyer perspective:
- 18. 1. Who’s involved? 2. Where does the research and purchase happen? 3. What influences the process?
- 19. Who’s involved in the buying process? © Creuna Centralization Sharing Involvement
- 20. In most large organizations, decentralized buying is dead. John O’Gorman, author of “The B2B Sales Revolution” © Creuna “ ” http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/
- 21. 59%forward online content to more than 25 people. CMO Council © Creuna http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/
- 22. 67% of buyers involve more team members in the buying process compared to last year. DemandGen Research © Creuna http://bit.ly/1sgwu7e
- 23. Business buyers are people, not faceless companies. Forrester Research © Creuna http://blogs.forrester.com/laura_ramos/08-10-24-will_b2b_marketing_become_obsolete_part_ii
- 24. Where does the buying take place? © Creuna Multiple touchpoints Omni-channel Online sales Online loyalty Personal interaction
- 25. The business-from-business buyer is already much more multichannel than the business-to-business sellers are. Forrester Research © Creuna http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
- 26. accounts for 3-5% of B2B eCommerce sales 7-10% of B2B eCommerce traffic Forrester Research © Creuna http://www.forrester.com/The+New+And+Emerging+World+Of+B2B+Commerce/fulltext/-/E-RES90701?al=0
- 27. © Creuna Several important touchpoints Forrester Research http://www.forrester.com/How+B2B+Marketers+Use+Social+Now/fulltext/-/E-RES94263
- 28. 40% of corporate buyers spend at least half of their procurement budget online. © Creuna http://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b 59% of those who buy online make purchases of $5,000 or more. Acquity Group
- 29. Online-only and omnichannel customers… • Are more likely to make repeat purchases • Have higher average order value • Are more likely to add items to orders and order in bulk © Creuna http://www.hybris.com/en/news-events/press-releases/131030-b2b-market Forrester Consulting
- 30. Even in the digital era, personal interactions with sales reps remain the most influential factor for B2B customers. McKinsey Quarterly © Creuna ttp://www.mckinsey.com/insights/marketing_sales/how_b2b_companies_talk_past_their_customers
- 31. What influences the modern buyer? © Creuna Content Relationships Price and convenience Transparency
- 32. 99% of buyers place high emphasis on the trustworthiness of the content they view, but only 9% trust content from vendors DemandGen Research & CMO Council © Creuna http://bit.ly/1kxDB5P & http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html
- 33. 87% of all customers say online content have high or moderate influence on their vendor selection. CMO Council © Creuna http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html
- 34. © Creuna http://www.gartner.com/newsroom/id/2587415 81% value interaction with technical experts 38% value interaction with sales reps.
- 35. 85% would discard their loyal supplier for a vendor with a lower price. © Creuna http://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
- 36. Demand is growing rapidly for web- based self-service eCommerce capabilities that allow customers to research, make, and service their purchases from any device. Forrester Consulting © Creuna http://www.hybris.com/en/news-events/press-releases/131030-b2b-market
- 38. Agenda © Creuna Four major trends Cases The modern B2B buyer
- 39. New times, new measures The sales perspective:
- 40. > > The Customer Journey © Creuna discover Find compare Like Love search decision investigate use share Trust advocate get support Purchase/ Desired action
- 42. © Creuna A VELUX Customer Journey
- 43. VELUX iPad application – a mobile tool belt for VELUX installers. Challenge Support craftsmen in the sales process and help them service customers digitally. Solution The VELUX Installer app for iPad contains everything a craftsman could ask for: Information, features and intelligent calculations. Through videos and pictures, customers can see what lighting difference the roofing windows will make in their rooms. In addition, the app contains a digital version of all VELUX’s brochures and product information. Results A higher degree of quality in the craftsmanship and service level creates increased customer loyalty.
- 44. The goal of the app is to inspire end users by visualising VELUX unique selling points Uses augmented reality to visualise how VELUX windows would change the light in the user own home Find nearst dealer, see pictures and videos Experience App
- 45. © Creuna Maersk Line and the Baltic Sea http://jonathanwichmann.com/2013/10/07/how-to-generate-leads-in-b2b-social-media/
- 46. A Layered Approach to B2B Social Media Marketing © Creuna http://jonathanwichmann.com/2013/10/07/how-to-generate-leads-in-b2b-social-media/ Hot lead Social Media Article Download brochure
- 47. © Creuna Strategy Attract visitors to web site Nurture leads with relevant content Generate warm leads Fisher Tank Company Inbound Marketing Strategy http://www.weidert.com/whole_brain_marketing_blog/bid/118737/inbound-marketing-for-specialty-manufacturers-a-case-study
- 48. © Creuna Success Highlights 12 weeks after launching inbound marketing Overall web traffic 119% increase Organic (unpaid) search traffic 70% increase Traffic from social media 4,800% increase Lead conversions 3,900% increase Page 1 keyword rankings 600% increase Quote requests 500% increase Value of new qualified opportunities in the pipeline as result of the inbound efforts $3.4 million http://www.weidert.com/whole_brain_marketing_blog/bid/118737/inbound-marketing-for-specialty-manufacturers-a-case-study
- 52. © Creuna
- 53. © Creuna
- 54. © Creuna
- 56. The Loyalty Constant “For Maersk Line a 4 point improvement in NPS resulted in 1% increase in cargo volume shipped by customers.” http://www.beyondphilosophy.com/wp-content/uploads/default/files/users/Maersk%20Line%20Case%20Study%20-%2040%20improvement%20in%20Net%20Promoter%20v%201.pdf
- 57. VestasOnline Digital services as loyalty enabler
- 58. We have the turbines We have the clients We have the real-time (big) data We have the internal tools and calculations We don’t have the customer-facing services VestasOnline © Creuna
- 59. VestasOnline: The Vision VestasOnline is an app store created by Vestas. The apps are created by Vestas’ domain experts to allow customers to efficiently retrieve, visualize and analyze information about their assets anytime, anywhere to maximize ROI.
- 60. VestasOnline: The Product © Creuna
- 62. Takeaways
- 63. © Creuna Four major trends Cases The modern B2B buyer Empowered Digital Collaborative Demanding Human Speedofchange Connectivitity Bigdata Transparency Find Like Love
- 65. tak :) Kristoffer Okkels, Digital Business Consultant Lars Elkjær Andersen, Director, Clients & Sales, Aarhus kristoffer.okkels@creuna.dk lars.andersen@creuna.dk +45 22 49 83 39 +45 22 49 83 44