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#1NLab14: Reimagine Marketing


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John Simpson, Founder and CEO of One North Interactive, shares his insights on the challenges of modern B2B marketing, how things are changing and what we as marketers can do to keep up.

From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit

Published in: Marketing
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#1NLab14: Reimagine Marketing

  1. 1. Reimagine Marketing Challenging What We Know About B2B
  2. 2. John Simpson @johnlsimpson3
  4. 4. The ‘world’ has changed more in the last two years than in the past 50. 76% Source: Adobe Summit 2014
  5. 5. My role will change significantly in the next three years. 81% Source: Adobe Summit 2014
  6. 6. I need to take more risks. 54% Source: Adobe Summit 2014
  7. 7. I want to reinvent myself. 40% …but I don’t know how to do it. 86% Source: Adobe Summit 2014
  9. 9. • Large image slide with logo.
  10. 10. • Large image slide with logo.
  11. 11. ASSUMPTION B2B Audiences Make ‘Rational’ Decisions
  12. 12. REIMAGINED B2B Brands Embrace Person-to-Person
  13. 13.
  14. 14. Will We Ever Find LOVE? Source: APCO Insight,
  15. 15. 8 Factors for LOVE “Our research shows that emotional attachment, not cognitive differentiation of product attributes, is the most reliable predictor of brand choice and loyalty." Source: APCO Insight,
  16. 16. Emotional Linking Source: APCO Insight,
  17. 17. Personal Values Matter in B2B B2B buyers see business value in solutions, but not differentiation among options. Therefore, personal value matters for both decision and price. Source: “Forget What You Know – B2B Emotions DO Influence B2B Buying”, Sebastian Vedsted Jesperson
  18. 18. A Challenge for B2B “...most perceptions of B2B brands are truly based on people’s experiences of them, not the messages they see. In the coming year, B2B brands have a huge opportunity to take on a new role - enabling people to experiment with their future.” Karl Heiselman, Apple
  19. 19. ASSUMPTION B2B Decisions Are Based on Price and Product Attributes
  20. 20. REIMAGINED B2B Aligns With A Greater Purpose
  21. 21. Differentiating Based on Purpose Forbes Interview with CMO, Rob Price “Advertising is about frequency and reach. Well, we have 35 million people coming into stores every week….So if you monetized, if you put into traditional advertising terms, all of those are exposures or impressions.” “It’s very large numbers and we’ve decided to harness the energy of the marketing team in collaboration with IT, Store Operations and Digital.”
  22. 22. Reimagining the Drug Store • CVS Health is a pharmacy innovation company that is reinventing pharmacy • Bound by the common purpose of helping people on their path to better health and shaping the future of health care
  23. 23. Reimagining the Drug Store
  24. 24. B2C: Dove Finds a Purpose “And it recognized there is no stronger way to build an intimate connection with a woman than to see into her real self, know her secret thoughts, show that you understand, and tell her that you love her anyway.”
  25. 25. B2B: Cutting through Complexity KPMG cuts to the core of the challenges facing its clients, and makes solving those challenges personal. Notice the language they use.
  26. 26. ASSUMPTION Social is a Marketing Channel
  27. 27. REIMAGINED Social Becomes Catalyst for Marketing & Innovation
  28. 28. Marketing as a Social Innovation A partnership between GE and cinelan, FOCUS FORWARD commissioned 30 three-minute films from an impressive roster of award-winning international filmmakers. The creative brief was simple: tell a story about an innovator or a world-changing idea, and do it in about 180 seconds.
  29. 29. Even Geeks Can Be Social: IBM
  30. 30. Creating the Future Collaboratively IBM has found a way to weave itself into our society’s growth and management. • Flexible and always relevant • Align vision & employees • Creating the future, not reacting to it • Partnered with business and civic leaders • Quite simply: “make the planet smarter”
  31. 31. Marketing as a Social Innovation Time after time, entrepreneurs have shown that its not necessarily about being the only one with an earth shattering idea. Businesses that are close to their markets maximize their opportunities for success.
  32. 32. How Did You Get Here? More important than your brilliant idea can be your relationship with your customer.
  33. 33. Social is Enabling Marketing to Backwards Integrate New models bring clients into the value creation exercises, namely service and product development.
  34. 34. Co-Creation Explosion Rather than “market its latest features”, SAP includes its customers in the product development process through its Idea Place.
  35. 35. Co-Creation Explosion Why it works • Transparency about the process • Focused on the right topics • Emotionally-linked contributors
  36. 36. Co-Creation Explosion Leveraging their brand and marketing prowess, P&G’s connect + develop program looks to partner with businesses and individuals across their operation, not just product development.
  37. 37. ASSUMPTION Build a Great ‘Product’, the Rest Will Come
  38. 38. REIMAGINED Not Just a ‘Product’, but an Experience
  39. 39. Every Fall, Planning Begins In the “TV industrial complex,” companies can command attention of anyone they choose, whenever they want. Traditional marketing approaches were built on it.
  40. 40. Customer First, Prospect Second (Access to Data) + (Empowered Consumer) = Game Changed • Ask “How can we better serve and support the customers we have?” • Customer-first, prospect-second mindset Forbes, Peter Shankman
  41. 41. Is the “Product” a Piano? Steinway understands ‘why’ its clients buy, and recognize that it’s closely tied to experience.
  42. 42. Beating Apple at its Own Game Secret Sauce “Technicians are also trained to understand • Measure that facts everything, don’t matter – a difficult message for a technician to internalize! quantitatively and qualitatively • Recognize They that the train beginning them to begin by acknowledging the problem and and aligning end of services themselves is the most critical to experience with the customer before they begin troubleshooting. • Plan the entire experience While this does not always come naturally, technicians • Engage culture find employees that doing in the this sets expectations more effectively, and reduces the blame shifting that can occur in these situations.” Source:
  43. 43. Customer Experience Online/Offline Accenture defines ‘customer experience’ as how business customers and their skakeholders perceive the entirety of interactions they have with a supplier company across all marketing, sales and services touchpoints
  44. 44. The Market Rewards Customer Experience
  45. 45. Focusing on Experience, Clients
  46. 46. ASSUMPTION The Best Relationship Developers are Born, Not Made
  47. 47. REIMAGINED Information, Not Just Instinct, Builds Relationships
  48. 48. Hollywood Is There; Are We?
  49. 49. Slamtracker!
  50. 50. “Some companies are looking to the leadership of an emerging c-level role here, such as the chief experience officer (CXO). Gartner reports that 19 percent of business leaders expect to see a chief digital officer by 2014 and 17 percent expect to see a chief data officer.” - Accenture A New Skill Set
  51. 51. PRODUCT Not just a product, but an experience PLACE Social Becomes Catalyst for Marketing & Innovation Information, Not Just Instinct, Builds Relationships PROMOTION B2B Brands Embrace Person-to-Person B2B Aligns with a Greater Purpose PRICE Customer Intimacy