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From Local Tradeshows to Customer Journey Management By Susan Trast and Henri Syvanen

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From the #MarTech Europe Conference in London, November 1-2, 2016. SESSION: Lessons of Digital Transformation in Industrial B2B Marketing. PRESENTATION: From Local Tradeshows to Customer Journey Management - Given by Susan Trast - ABB, Head of Marketing Communications

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From Local Tradeshows to Customer Journey Management By Susan Trast and Henri Syvanen

  1. 1. © ABB Slide 1October 25, 2016 From local tradeshows to customer journey management Susan Trast, Head of Marketing Communications, ABB Drives and Controls, November 2016
  2. 2. © ABB Slide 2October 25, 2016 ABB Drives and Controls World’s leading manufacturer of variable speed drives •  Conducts business in over 100 countries •  Service centers in over 60 countries •  Over 10 million drives delivered •  All-compatible drives portfolio to meet all customer needs
  3. 3. © ABB Slide 3October 25, 2016 Our marketing has always been about reaching the stakeholders Chris the channel partner John the manager ABB Drives Global Marcom team Bob the engineer Local marcom team Local sales unit
  4. 4. © ABB Slide 4October 25, 2016 Digitalization brings global and local teams closer to each other Local marcom team Local sales unit Chris the channel partner John the manager ABB Drives Global Marcom team Bob the engineer Marketing technology
  5. 5. © ABB Slide 5October 25, 2016 Digitalization is a transformation journey Local offline activities From awareness to lead generation Scalability of campaigns Marketing programs
  6. 6. © ABB Slide 6October 25, 2016 The goal is to manage customer journeys with targeted programs Pull marketingPush marketing Customer focusProduct focus ProcessesCampaigns
  7. 7. © ABB Slide 7October 25, 2016 Small Elephant #1 Persona-based content across channels WebAds Email
  8. 8. © ABB Slide 8October 25, 2016 Small Elephant #2 Customer experience drives lead generation
  9. 9. © ABB Slide 9October 25, 2016 Small Elephant #3 Educative & entertaining interactive experiences
  10. 10. © ABB Slide 10October 25, 2016 Data allows us to connect the dots across journeys REACH ENGAGE ACTIVATE NURTURE Digital experiences Customer journeys Data and insights CRMOnline analytics KPI Dashboards Content management system Marketing automation Interactive contentWeb personalizationSoMe SEM & SEO Display IP-level analytics
  11. 11. Digital Transformation in Industrial B2B Marketing and Sales Henri Syvänen B2B Strategy Lead Avaus Marketing Innovations @syvaenen
  12. 12. A SHIFT IN MANUFACTURING DIGITALIZATIONSERVITIZATION INDUSTRY 4.0
  13. 13. BUT IN REALITY...
  14. 14. MANUFACTURING COMPANY END CUSTOMER OEM CHANNEL OEM
  15. 15. HOW TO BUILD RELATIONSHIPS?
  16. 16. A B C UNDERSTANDING CUSTOMER BASE Account Based Marketing (ABM) Digital Relationship Management (DRM) 20% 80%
  17. 17. Identification Exploration Evaluation PROSPECTS LEADS OPPORTUNITIES UNDERSTANDING COMPLEX JOURNEYS
  18. 18. Identification Exploration Evaluation PROSPECTS LEADS OPPORTUNITIES UNDERSTANDING COMPLEX JOURNEYS
  19. 19. F2FDigital Identification Exploration Evaluation UNDERSTANDING THE ROLE OF DIGITAL ”TRADITIONAL” THINKING: 70% OF THE JOURNEY IS DIGITAL
  20. 20. Digital F2F Identification Exploration Evaluation UNDERSTANDING THE ROLE OF DIGITAL REALITY: DIGITAL IS 70% THROUGHOUT THE JOURNEY
  21. 21. BUILDING 1:1 RELATIONSHIPS CUSTOMER JOURNEY MANAGEMENT ACCOUNT BASED MARKETING MARKETING AND SALES ALIGNMENT UNDERSTANDING COMPLEX JOURNEYS UNDERSTANDING CUSTOMER BASE UNDERSTANDING THE ROLE OF DIGITAL
  22. 22. Thank you!
  23. 23. § www.martechconf.com

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