5. 50%Of B2B buyers use mobile
devices to research work purchases
Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey
Today’s customers are digitally empowered
i 74%B2B buyers research work
purchases online
62%Prefer to go online than
interact with a sales rep
when making work purchases
43%Of B2B buyers would switch
suppliers for a lower price
56%Of B2B buyers expect to make
the majority of their work
purchases online by 2017
The post-digital age raises the importance of tapping into customer goodwill. Account-based strategies focus program budgets -- and marketing and sales activity -- on your most valuable accounts, especially after the first deal closes. When the two forces combine, B2B marketers who include customer advocate marketing in their account-based strategies win big. This session will give attendees new insights into how time-honored programs -- like reference management, customer advisory boards, and user meetings -- can boost account-based success when married with new digital approaches that focus on creating lifetime customer value, not simply generating demand, accelerating deals, or creating marketing assets.
Information:
B2B:
74% of B2B buyers research half or more of work purchases online (Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey)
62% of B2B buyers “find gathering information online on my own superior to interacting with a sales representative prior to making a purchase for work.” (Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey)
Location:
B2B:
-56% of b2b buyers expect to make half or more of their work purchases online by 2017 (Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey)
-50% of B2B buyers use tablets or smartphones to research work purchases (Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side SurveyBase: 126 B2B buyers)
-43% of B2B buyers would switch “if another site sold the same products at a lower price I would purchase those products from the less expensive site, despite my loyalty to my current supplier” (Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey)
Canadian country western musician Dave Carroll and his band, Sons of Maxwell. It chronicles a real-life experience of how his guitar was broken during a trip on United Airlines in 2008, and the subsequent reaction from the airline. The song became an immediate YouTube and iTunes hit upon its release in July 2009 – 150K views in one day and more than 15M views to date -- and a public relations embarrassment for the airline. Within 4 days of the video being posted online, United Airlines' stock price fell 10%, costing stockholders about $180 million in value
Every B2B marketer dreams of having advocates like these! The good news is that you don’t have to be Apple. Regardless of what product or service you sell, you have loyal customers who are your future advocates. You are missing a significant opportunity to reach future buyers if you don’t convert your customers into advocates. These are the “diamonds” who will willingly share their positive experiences about your brand.
A customer-obsessed enterprise focuses its strategy, its energy, and its budget on processes that
enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers
Pop Quiz: Blind men and elephant.
Why ABM? Starts with strategy, ends with life cycle.
Data = focused on post sales more than net new acquisition
Much to learn about ABM – data
And advocacy – data.
Why do the two work together?
How do you enhance your account based strategies – revenue generation – with advocacy?
Activate a dormant channel that buyers find credible. Awareness and content.
Referral inside organization. (Data shows insight is the hardest thing)
Onboarding and best practices.
Recommend a friend (Deltek and their study). – for education and value.
Talk about us credibly.
Look at ABM today – POTENTIAL looks similar to Kilowatt
Q2 Strategies and Tactics – only 20% said ABM READ THE STAT.
This coordinated approach seeks to engage all the key stakeholders and influencers in a few, specific accounts and crafts highly-personalized messages and content to start a dialogue between marketing and sales and key decision makers, even when those buyers may not be in the purchase mode.
Microsoft Grad Conn, Central Marketing Organization Lead for Microsoft USA. Critical set of systems that multiple people are making decisions on. Marketing plan that is targeting an account, and all people in the account, and targeting them at the same time. We nurture them together, close them as a group.
Cisco, use Marketo realtime personalization to detect your IP address – or advocate challenge -- and take you to a customer landing when land on site and tells about Cisco and Spiceworks relationship. Net new person at Cisco, they see this is not just a company, but there is an established relationship.
ABM see a dedicated drip campaign that is different from traditional – introduce team a little bit.
Event at Cisco, did one onsite even called “Unplugged.” IT pros are a panel. Marketers ask them how they use media to make decisions about the types of equipment Cisco sells. Room of 500 marketers and telecast it and our CEO hosted it. Unplugged, we get a list of who attended on the Cisco side. Put in salesforce and put in program and look at 90 day attribution. Influence vs. sourced.