BEST PRACTICE: Digital disruption, fragmenting marcomms and empowered consumers. For B2B marketers, could it get any better?

© Fox Parrack Singapour. All rights reserved.
Digital disruption,
fragmenting marcoms,
empowered consumers.
David Fox, CEO , Fox Parrack Singapour
1
18th June 2014
B2B Marketing Summit 2014

2
Started life as an
advertising creative
Founded FPS: UK’s
1st tech agency in 1982
Now the agency’s
‘Strategist-in-Chief’
(i.e. devil’s advocate)

4
Digital disruption,
fragmenting marcoms,
empowered consumers.
Is this the perfect storm?

5
“The hardest thing
about B2B selling today is
that customers don’t need
you the way they used to”
Harvard Business Review

6
“The greatest danger in
times of turbulence is not
the turbulence – it is to act
with yesterday’s logic”
Peter Drucker

© Fox Parrack Singapour. All rights reserved.© Fox Parrack Singapour. All rights reserved.
7
“The definition of insanity
is doing the same thing
over and over and
expecting a different result”

AN AGENDA FOR CHANGE
8

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It’s all got too complicated.
Our job is to simplify it!

7 TRENDS SHAPING
B2B MARKETING
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TREND 1:
CHANGING BEHAVIOUR
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“70% of the buying process in a
complex sale is already complete
before prospects are willing to
engage with a live salesperson”
SIRIUS DECISIONS

13
“Business buyers spend
just 21% of buying cycle in
conversations with salespeople…”
IDG CONNECT

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“…instead spending 23% of the
time in conversations with peers
and colleagues…
IDG CONNECT
…and 56% of the buying cycle
searching for
and engaging with content.”

15
Prospects are in the driving seat.
Not us!
We have to be the first, and
fast followers.
Listening, responding,
adjusting.

16
The Empowered Consumer
(has become the Social-Empowered Consumer)

TREND 2:
INCREASING CONSUMERISATION
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From the 3rd screen to the 1st.

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The Consumerisation of IT...
… has evolved into the
Consumerisation of Business.

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…it’s getting more personal!
(B2B emulating B2C)

21
Personalisation
and personal experiences will
drive deeper engagement.

TREND 3:
CHANGING CHANNELS
22

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“2014 will be the first year
that traditional mass media
becomes direct.”
JAMES FROST, MARKETING DIRECTOR AT NECTAR

24
Multi-channel as the norm.
(Meeting customers on their terms,
where and when they choose)

25
A more visual world.
*DEMAND GEN REPORT’S 2013 CONTENT PREFERENCES SURVEY
“50% had viewed a video to research a B2B
purchasing decision in the past year*”

26
But, human interaction has never
been more important in B2B...
…trade shows are
still the biggest B2B expense!
[You can’t replace face-to-face…yet!]

TREND 4:
AGILE MARKETING
27
Reinventing the agency, reinventing the client/agency relationship

28
70% of companies that
were on the Fortune 1000 list
a mere 10 years ago
have now vanished…
FORRESTER

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…unable to adapt to change.
Digital disruption changed the
business landscape.
FORRESTER

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Companies must break away from
the assumption of sustainable
competitive advantage…
…and embrace adaptable
differentiation,
i.e. develop an agility advantage.
FORRESTER

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Agile, responsive, adaptive,
innovative, inventive, lateral.
(Marketing’s new charter)

REINVENTING THE MARKETING DEVELOPMENT PROCESS
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STRATEGY &
PLANNING
CREATIVE
DEVELOPMENT
PRODUCTION
& DELIVERY
MEASUREMENT
& METRICS

THE ‘TRADITIONAL’ AGENCY MODEL
33
A few people in disciplines driving
strategic, creative and client decisions
A load of resources on production &
management of tactical deliverables

THE ‘NEW’ AGENCY MODEL
34
A wider group in disciplines driving
strategic, creative and client decisions
Still a load of resources on production
& management of tactical deliverables

TREND 5:
THE LANGUAGE OF MARKETING
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Authenticity
Issue of trust and relevance

37
Employee Advocacy
“Amplifying the true voice within”

38
Engaging emotions

39
Story-telling
‘Connected conversations’

TREND 6:
LONG LIVE ADVERTISING!
40

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Going back
to my roots…
…and the art of
persuasion

42
“Influencing prospects
before the buying process begins in
order to build a preference.”
DEFINITION OF NURTURING

43
“Our focus is on creating ideas
so contagious
they can’t be controlled.”
MARKETING DIRECTOR, COCA-COLA

44
“The big idea is the
ultimate unfair advantage.”
FPS MANIFESTO

45
“Big ideas that take over the page,
the doormat, the inbox, the screen.
Rich ideas that can be mined for
multiple executions.
FPS MANIFESTO
Ideas that work through, in and
across any medium, anywhere.”

“The Mainframe:
old, slow and lumbering?”
46
EXAMPLE 1

47

“Turning a product-sell
into a customer experience”
48
EXAMPLE 2

49

“When your sales people
don’t value your solution”
50
EXAMPLE 3

51

“Giving voice to
a challenger brand”
52
EXAMPLE 4

53

TREND 7:
MARKETING’S ROLE
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“Marketing can rightfully move
from the taillights of the
organisation to the headlights.”
DAVID FOX

THANK YOU
Any questions?
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BEST PRACTICE: Digital disruption, fragmenting marcomms and empowered consumers. For B2B marketers, could it get any better?

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BEST PRACTICE: Digital disruption, fragmenting marcomms and empowered consumers. For B2B marketers, could it get any better?