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B2B Content Marketing: the power of emotions based marketing

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According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person. …

According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.

In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.

This presentation will explore the challenges that not only lay ahead for todays B2B marketers, but also explore some of the ways in which SAP is adapting to this 'New Reality’.

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  • 1. ©  2012 SAP AG. All rights reserved. 1 B2B CONTENT MARKETING The Power Of Emotions Based Marketing Content 360 Conference 3rd of April, 2014 | InterContinental Singapore Nicholas Kontopoulos Global Head of Strategic Marketing Programs, Customer LoB Solutions at SAP Cloud
  • 2. MY OBJECTIVE TODAY IS TO EXPLORE…
  • 3. CONFIDENTIAL THE IMPACT DIGITAL CUSTOMERS ARE HAVING ON OUR ENTERPRISES
  • 4. The Good Old Days
  • 5. THERE HAS BEEN A
  • 6. They are now armed to the teeth. Customers Are No Longer Passive
  • 7. MobilityRich ContentSocial Always On WE LIVE IN A WORLD OF DIGITAL IMMERSION
  • 8. 29% of Americans say their phone is the first and last thing they look at every day. PEOPLE ARE ALWAYS CONNECTED. SOURCE: QUILCOMM
  • 9. The mega trend of the 21st century is the EMPOWERMENT of people via connected mobile devices. - Mary Meeker
  • 10. 50% of consumers will use 2 or more devices in their purchase process. SITES MUST BE MOBILE-FRIENDLY. AT LEAST SOURCE: IBM
  • 11. We as consumers are living in a 24/7 DIGITAL WORLD. And our message to brands is that if you’re not focused on that, you’re missing out, you’re going to be left behind. - Neal Mohan, VP Display Advertising Google
  • 12. EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW
  • 13. YouTube reaches more US adults ages 18 – 34 than any cable network. SOURCE: NIELSEN 70% of YouTube traffic comes from outside the US. SOURCE: YOUTUBE
  • 14. 85% of users say social networks help them decide what to purchase. SOURCE: IBM 93% of marketers are using social media for business. SOURCE: BUSINESS INSIDER
  • 15. 62% of people are more likely to engage with brands that integrate social media content into their owned properties. SOURCE: MASS RELEVANCE
  • 16. This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group -- ITS A WAY OF LIFE. - Brian Solis, author and digital analyst
  • 17. DIGITAL AND SOCIAL ADOPTION ARE GROWING IN ASIA, PACIFIC AND JAPAN 10 million new social network users per month (Source: SDMW Snapshot, 2013) 554 million mobile users & 143 million subscribers who accessed internet by wireless phones in India (Source: Juxt, 2013) Social media usage grew 52% in India in 2012 (Source: eMarketer, 2012)
  • 18. DIGITAL AND SOCIAL ADOPTION ARE GROWING IN ASIA, PACIFIC AND JAPAN Internet use at all time high in South East Asia: 62 million users online; represents 40% of all APAC users. (Source: ComScore, 2013) 6 out of 10 social media users in Asia are connected to a brands via social channels. (Source: Social Media Around the World Study, 2012) 70% of first-time Internet users in China surf the web on a mobile device. (Source: CNNIC, 2013)
  • 19. IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE. THIS CHANGES THE RULE FOR MARKETERS. (Source: Nielson 2013)
  • 20. COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
  • 21. 19TH CENTURY ENGAGEMENT Sales & Marketing Funnel Awareness Interest Desire Action
  • 22. SHARE RESEARCH SHOP PURCHASETRIGGER EVENT COMPARE CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL
  • 23. CUSTOMERS ARE NOW IN CHARGE A PARADIGM SHIFT HAS OCCURRED!
  • 24. 57% of the buying process is completed before a first interaction with sales. SOURCE: CORPORATE EXECUTIVE BOARD
  • 25. “The only way to consistently grow in B2B is to be BETTER THAN VERY GOOD” - Seth Godin, author
  • 26. Use this title slide only with an image Today’s B2B Buying Behavior 66%-90% (Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report) B2B buyers conduct heavy research in the early stage. They are ‘done’ by the time they contact vendors¹.
  • 27. Use this title slide only with an image Today’s B2B Buying Behavior And they trust these sources²: (Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report) Independent White Papers 64.4% Peers Referral 51.1% Trials / Demos 42.2% Analyst Reports 37.8%
  • 28. Use this title slide only with an image Where are todays CXO’s going for information and advice? More than half (61 percent) of buyers consult third- party sources before consulting a company’s salesforce¹ Senior management holds 35% purchase decision power and they assign the early research work to their mid level managers and team² CIOs are more likely to consider new vendor and prefer LinkedIn as the social channel³ B2B CXO Buyers Behaviors 25% search on Internet 22% call an industry peer 20% call an industry analyst (Source: Sirius Decisions – Inbound Marketing Demystified: Data from the Field | ¹Avanade Global Survey: B2B is the New B2C | ²TechTarget Marketing Strategies vs. IT Buyer Demands | ³Tech Target Profiling Today’s CIO)
  • 29. Use this title slide only with an image (Source: CMO Council “Better Lead Yield in the Content Marketing Field”) B2B Buyers Don’t Trust Vendor’s Content are the percentages of respondents who name content from professional groups vs. vendors as highly trusted. 67% 9%VS.
  • 30. Use this title slide only with an image (Source: CMO Council “Better Lead Yield in the Content Marketing Field”) Instead, what they typically get: B2B Buyers Don’t Trust Vendor’s Content Too many requirements for downloading 50% Blatantly promotional & self-serving 43% Non-substantive and uninformed content 34% What they want most from online content: Breadth & in- depth information 47% Ease of access, understanding & readability 44% Originality of thinking & ideas39%
  • 31. 86% of customers are willing to pay more for a better customer experience. SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
  • 32. - Doug Kessler, Velocity Partners Traditional marketing talks at people. Content marketing talks WITH them.
  • 33. CREATING IT IS EASY, OR IS IT CONTENT MARKETING
  • 34. What does CONTENT mean to me? The definition has five components: – The Word Factory Content is the presentation of information for a purpose to an audience through a channel in a form What is the idea you are sending out? Why are we doing this? Who is our intended consumer for this content? How will we get our content to our audience? How will our communication be rendered in its final form? INFORMATION PURPOSE AUDIENCE CHANNEL FORM
  • 35. CONTENT MARKETING: Create SOCIAL OBJECTS. The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. – Hugh Macleod
  • 36. CONTENT MARKETING: Create SOCIAL OBJECTS. Social objects bind us together. The more important a social object is to us, the stronger it'll bind us to others who also hold that social object”…”we change our behavior because of social objects. – Kyle Mathews
  • 37. - Jay Baer, YOUTILITY Social is the gasoline that fuels content.
  • 38. LISTEN.
  • 39. - Jonathan Midenhall Amazing things happen when you LISTEN to the consumer.
  • 40. Cracking jokes and pinning puppy pictures will get you only so far.
  • 41. DO YOU REALLY LIKE ME?
  • 42. What? What are people talking about? When? When did they talk about it? Where? Where do these conversations occur? Who? Who is talking? Why? Why are they talking about it? LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS 5Ws of Social Intelligence Harnessing the Small Data UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS
  • 43. ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS VOLUME VELOCITY VARIETY
  • 44. COMPANIES SOCIAL STRATEGIES ARE MISALIGNED Only 34% of businesses feel that their social strategy is connected to business outcomes. 34% Just 28% of companies studied feel that they have a holistic approach to social media, where lines of business and business functions work together under a common vision. 28% Only half said that top executives were “informed, engaged and aligned with their companies’ social strategy." 50% SOURCE: ALTIMETER GROUP
  • 45. WHAT ARE THEY THINKING ABOUT? MIND OF THE CONSUMER “How do I buy”? “That’s a interesting new product” “Who else makes one of these?” “Cool commercial” “I cant get this to work”“This is a really cool feature” “It would be cool if product x could do this” “Maybe I should consider brand x?” “I really value the opinion of tastemaker x” “I wish companies would care more about…? “I wonder what my friends think of this product?” “I need something new”
  • 46. ©  2011 SAP AG. All rights reserved. 46 HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral? What’s the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors? I want one… It hurts my eyes! Poor battery life… Lack of hot games…
  • 47. The real issue is making sense of big data and finding patterns in it that help organizations make better business decisions. SMALL DATA SOURCE: GARTNER
  • 48. ©  2011 SAP AG. All rights reserved. 48 I want one… Poor battery life… DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine It hurts my eyes! Lack of hot games… NLP engine filters and determines emotions (like, dislike), behaviors (want, buy, return), intensity and net sentiment.
  • 49. 68% of companies do not have a stated Business Intelligence/Analytics strategy. SOURCE: IDC
  • 50. BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS •  What crises are emerging? •  How are my in-flight campaigns? •  Is my social sentiment tracking w/ sales? •  Do we need to engage with them?
  • 51. Who said it? Brian Solis It’s now your obligation to study how, where & why customers are connecting and how they are making & influencing decisions.
  • 52. Emotions drive decisions
  • 53. We need to hit them in the gut.
  • 54. Source: Caroline Winnett and Andrew Pohlmann of The Nielsen Company 90% of purchasing decisions are made subconsciously.
  • 55. 83% of the impact on the brain of information from the senses during a visual presentation. Sight makes up Source: The Definitive Book of Body Language Taste makes up 1%, Hearing makes up 11%, Smell 3%, and Touch 2%
  • 56. 100,000 By marketing to the subconscious mind, your message is more than times more likely to stick.
  • 57. Unfortunately, marketing campaigns can miss the mark due to a simple lack of understanding of the subconscious mind.
  • 58. To maximize results, your marketing needs to evoke an emotional response in your prospective client's heart and mind.
  • 59. Try to create a holistic sensory experience.
  • 60. The greater range of sensory impact your marketing creates, the greater the chance you’re going to connect on a deeper level with your audience.
  • 61. - Ann Handley Make the customer the HERO of your story.
  • 62. CASE STUDIES
  • 63. We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them - Jonathan Becker, SAP CMO
  • 64. @ SAP DIGITAL, SOCIAL AND COMMUNITIES
  • 65. What’s Important in 2014 AND BEYOND? Five Pillars of Marketing Transformation 2. HUMANIZE THE SAP BRAND 5. TIGHTEN LINKS TO THE BUSINESS 4. DEVELOP “PULL” MARKETING 3. INVEST IN PEOPLE 1. SIMPLIFY MARKETING
  • 66. Humanizing the Brand
  • 67. SAP has quietly built a B2B social media juggernaut. - Drew Neisser, Fast Company
  • 68. Community Network 2 millionunique visitors each month 700+community moderators 46%net promoter score (NPS) 400+SCN topic spaces 750blogs per month 230+countries & territories 12 millionSCN newsletters delivered in 2012 155 millionpage views in 2012 30,000contributors in 2012 3,000+Posts a day
  • 69. 50M+VISITORS IN 2012 70COUNTRIES 40LANGUAGES 590,000ONLINE LEADS
  • 70. •  Communities •  Blogs •  Social Media Channels •  Mobile Social Listening @ SAP Engaging today’s digital natives
  • 71. 277% more effective for lead generation than Facebook and Twitter. SOURCE: TOP DOG SOCIAL MEDIA LinkedIn is
  • 72. KEY TAKEAWAYS
  • 73. There is no single silver bullet solution
  • 74. Social media is about SOCIOLOGY and PSYCHOLOGY more than technology. - Brian Solis
  • 75. LISTEN.
  • 76. THE DIGITAL SOCIAL LISTENING POST SAP SOCIAL MEDIA ANALYTICS •  What crises are emerging? •  How are my in-flight campaigns? •  Is my social sentiment tracking w/ sales? •  Do we need to engage with them? A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS
  • 77. ©  2012 SAP AG. All rights reserved. 78Confidential Different Perspective
  • 78. Purchase behavior is heavily influenced by emotions.
  • 79. Five pillars for creating great CONTENT The definition has five components: – The Word Factory Content is the presentation of information for a purpose to an audience through a channel in a form What is the idea you are sending out? Why are we doing this? Who is our intended consumer for this content? How will we get our content to our audience? How will our communication be rendered in its final form? INFORMATION PURPOSE AUDIENCE CHANNEL FORM
  • 80. Adapt or Die
  • 81. Engage at the point of awareness Stop telling, start listening predict & influence behavior. Respond quickly.
  • 82. Guide customers through their journey Understand their needs & desires. Earn advisor status. Help them.
  • 83. Create loyal brand advocates Make every conversation count. Create amazing experiences. Deliver relevant & timely offers.
  • 84. - Brian Solis, author and digital analyst DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.
  • 85. about.me/nicholask71
  • 86. Feel free to connect with me at : Nicholas.kontopoulos@sap.com #nicholask71 http://sg.linkedin.com/in/nicholaskontopoulos © 2013 SAP AG. All rights reserved. THANK YOU!