Terrie Campbell | SME Marketing Summit

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Terrie Campbell, vicepresidenta de mercadeo estratégico de Ricoh Américas Corporation compartió su ponencia sobre la importancia del mercadeo estratégico como herramienta para sobrevivir tiempos de retos económicos.

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Terrie Campbell | SME Marketing Summit

  1. 1. SME Marketing Summit Riding the Storm: Strategic Marketing, the Key to Surviving a Challenging Economic Environment October 18, 2013 Ricoh Americas Corporation
  2. 2. Welcome Terrie Campbell VP, Strategic Marketing Ricoh Americas Corporation
  3. 3. Agenda  The importance of strategic planning  Changing Demographics  Importance of Innovation  Changing Corporate Dynamics  Bringing the right customer to your brand © 2013 Ricoh Americas Corporation. All Rights Reserved.
  4. 4. Importance of Strategic Planning Today’s Complex Business Environment  Globalization  Economic challenges  Mobile technologies  Information overload  Workforce behavioral shifts  Social / collaboration © 2013 Ricoh Americas Corporation. All Rights Reserved.
  5. 5. New World of Work FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH 5
  6. 6. Changing Environment The “Intersection” of Technology, People, and Process… Technology Impact Work Style Shift Organizational Behavior Shift The arrival of tablet technology allowing users to interact with digital documents as paper and cloud-based applications supporting individual workflow needs Three unique generations in workforce that consume information differently Actions to downsize real-estate and minimize IT spend create greater challenges to address the results of the “Perfect Storm” © 2013 Ricoh Americas Corporation. All Rights Reserved.
  7. 7. Unprecedented Adoption 25 billionth app was downloaded in 2012 © 2013 Ricoh Americas Corporation. All Rights Reserved.
  8. 8. Generational Behaviors Gen “Y” • Born early 1980’s • Digital information and technology • Will represent >50% of workforce in < 3 years • Very team oriented • Defining the use of text, chat and social • Transacts all personal business online • Global citizens from early age Baby Boomers Gen “X” • Born post WWII – early 1960’s • Born between mid1960’s to early 1980’s • Personal face-to-face interaction • Relies heavily on phone • Will likely exit the workplace by 2021; significant knowledge will leave with them • Transitioning into (or currently in) position of decision making or taking over family business • May resist new technology solutions • Tend to oppose change without authorship • Transacts limited personal business online • Require stated direction © 2013 Ricoh Americas Corporation. All Rights Reserved. • Understands change • Requires significant proof before accepting new ideas or concepts • First generation with Personal Computers
  9. 9. Embracing Change © 2012 Ricoh Americas Corporation. All Rights Reserved.
  10. 10. Facts about the Buyer 2.0 The Social, Self-educated Buyer • • • • • more connected more impatient more elusive more impulsive more informed IT Buying is a part-time job on top of a full time job. Team members spend, on average, 44% of their time on pre- and post-purchase activities. 45% of the buying decision is made before the buyer has even said hello to your sales rep. - IDC 2012 Buyer Experience Study FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH Executive and line of business buyers just want to address a business need and move on. Buyers are more connected than ever before: 62% visit tech blogs, 52% Linkedin, 21% contribute to blogs and 10% post to twitter on a regular basis. 10
  11. 11. Marketing’s Changing Role Reality: Customers delay serious engagement with sales while selfdiagnosing their problems. Insight: Marketing must influence the customer before they engage with sales. . Customer Progress in Purchase Decision Process Before Engaging Sales 57% Complete Customer Due Diligence Begins Customer’s 1st Serious Engagement with Sales Purchase Sources of Information Customers Use Other Sources 8% Suppliers 47% Source: CEB Customer Purchase Research Survey, 2011; CEB Research. Colleagues / Customers 23% 3rd Party Consultants 22% Reality: Customers increasingly look to non-supplier sources to guide purchase decision making. Insight: Marketing must influence the customer’s influencers & advisors. *** Ricoh Americas Corporation Confidential *** For Internal Use Only 11
  12. 12. Expertise is the Key *** Ricoh Americas Corporation - Confidential - Internal Use Only *** 12
  13. 13. Market Led Business Model Voice of the Customer Operational and Administrative Support Services Delivery Manages the SLAs Leadership Direction Market Insight Marketing Technology and Systems Sets the Strategy Customer Requirements Design and Implementation Builds through expertise © 2012 Ricoh Americas Corporation. All Rights Reserved. Sales Finds the opportunity
  14. 14. Critical Considerations  Where is the market going and do you have the products and services for that future?  Refine your space and claim a domain – Commodity or ‘me too’ product/service; price may be your primary differentiator – New and Innovative; what’s your differentiator or domain expertise?  Who is your customer and how do they engage?  Are you in the right place to have credibility?  What is the role of your sales force to engage your customers? © 2013 Ricoh Americas Corporation. All Rights Reserved.
  15. 15. Reaching the Right Customer  Is your message too compelling to ignore?  Does your message resonate broadly or must it be segmented? – Personality Marketing – Needs based, permission triggers and loyalty drivers  A New World of Marketing – Content marketing – Social media – Online advertising and Paid Clicks – Lead generation tools – Customer Relationship Management System © 2013 Ricoh Americas Corporation. All Rights Reserved.
  16. 16. Create a “Surround Sound” Effect All Employees Imagery Messaging Influencers Ambassadors Marketing Customers Inform The Brand Leadership CommsTeam MIN Partners Channels MAX Thought Leadership Content FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH 16
  17. 17. What does this mean for me?  Technology Impact  Where is your message?  The Generational Divide  Does my message have broad appeal or it is targeted for the different audiences?  Do I use different tools based on my buyer?  Is Your Marketing Organization Changing?  Investments in Innovation?  Where is Marketing positioned within your changing organization? Is it driven by the CEO? © 2013 Ricoh Americas Corporation. All Rights Reserved.
  18. 18. Gracias

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