The View from 10,000 Feet: B2B Marketing in a Social and Mobile World


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In the past year, Apple's market cap surpassed Microsoft's, more searches were done on Facebook than on Google, and mobile devices outpaced the sales of computers. There's no way to avoid the fact that reaching your target audience is more challenging than ever. It requires new tools and new approaches in addition to traditional activities. In this session, industry analysts and leaders share their observations about what's changing, what's the same, and how leading B2B companies are embracing these changes to continue to drive measurable growth.

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  • We are a next generation research firm.  Our analysts bring real world experience, independence, and objectivity to our clients.In a world of fluffy and trendy buzzwords, our clients seek our advice in achieving sustainable and pragmatic innovation.  Clients expect our research agendas to span cross-role, cross-functional, and cross-industry points of view.We serve the needs of buyers and end users who seek insight, guidance, and advice in dealing with a dizzying array of disruptive business models and technologies.  We provide the bridge between legacy optimization and future innovation.  We help sellers understand the buyer’s point of view and how to deliver value to their customers.Our technologies team covers hardware to middleware to software to services.  We advise the entire ecosystem of buyers, partners, solution providers, and vendor clients.
  • Good morning.
  • Companies have lost credibility in the marketplaceSocial media is not a fad, it’s now a way of life. Let’s break up some myths with some real data.CRM efforts did a good job on management but failed at customer and relationship[1]
  • Wikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica.T80% of companies using LinkedIn as a primary tool to find employeesThere are over 200,000,000 BlogsYears to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)Facebook added 100 million users in less than 9 monthsiPhone applications hit 1 billion in 9 months. 25% of search results for the World’s Top 20 largest brands are links to user-generated content34% of bloggers post opinions about products & brands
  • How many of you use a CRM system?Who’s it designed for?Do you get the information you want out of the systemCan you collaborate?How do you share information.?
  • Almost All Agree Service is Important, but One in Five Feel They're Taken for Granted Not surprisingly, nine in ten Americans (91%) consider the level of customer service important when deciding to do business with a company. But only one-quarter (24%) believe companies value their business and will go the extra mile to keep it. Most feel businesses can do more to retain their loyalty: -- 48% feel companies are helpful but don't do anything extra to keep their business. -- Worse, 21% believe that companies take their business for granted. Good News Travels Fast -- Until You Go Online Importantly, customers are spreading the word willingly and widely when they experience good service. In fact, contrary to conventional wisdom, customers are more inclined to talk about a positive experience than complain about a negative one. Three-quarters (75%) are very likely to speak positively about a company after a good service experience in contrast with 59% who are very likely to speak negatively about a company after poor service. Good service experiences also carry more weight than bad ones when Americans make future spending decisions. Consumers are far more likely to give a company repeat business after a good service experience (81%) than they are to never do business with a company again after a poor experience (52%). In fact, consumers say the three most influential factors when deciding which companies they do business with include personal experience (98%), a company's reputation or brand (92%), and recommendations from friends and family (88%). Nearly half (48%) of consumers report always or often using an online posting or blog to get others' opinions about a company's customer service reputation. But when consumers go online they're looking for "watch outs," saying they put greater credence in negative reviews on blogs and social networking sites than on positive ones (57% and 48%, respectively). "The Internet has made service quality more transparent than ever before," Mr. Bush said. "In the online space, positive recommendations are important, but people often give more weight to the negative. Because consumers can broadcast their views so widely online, each and every service interaction a company has with its customers becomes even more crucial. Developing relationships with customers, listening to them, anticipating their needs, and resolving any issues quickly and courteously can help make the difference." Two Strikes and You're Out. Or Is It One? A negative service experience is an important factor for most Americans: 81% have decided never to do business with a company again because of poor customer service in the past. When asked how many poor experiences they allow, half of all Americans (50%) reported it takes two poor service experiences before they stop doing business with a company. Importantly, consumers are far more forgiving if a company has earned their trust over time. Almost nine-in-ten consumers (86%) report they're willing to give a company a second chance after a bad experience if they've historically experienced great customer service with that company. But companies who get it wrong should realize it's at a cost. -- Half of consumers (52%) expect something in return after a poor customer service experience, beyond resolving the problem. -- Most consumers (70%) want an apology or some form of reimbursement.
  • Yup, pick keywords for your products –but also find pain points and competitors too. Don’t be insular.RW: I’d throw in relevant phrases as well. A key factor in choosing the right monitoring solution is being able to find one that gives you enough flexibility to easily construct your own algorithms and craft your own reports. Ad-hoc reporting across multiple data sources needs to feel natural.
  • Watch Google Profile, they’re trying to aggregate this. Look closely, social networks and email are the same.RW: Expect a master data management applications focused on customer to also provide solutions in customer data integration. These tools provide another way to take the profiles and match them against customer records.
  • RW: Companies that excel at management, design business rules and processes for reuse. They spend time mapping out current state processes and designing future state processes with a desired business value and goal in mind. Keep in mind, this is where you leverage your flexibility in how you engage, relate, and drive customer experience.Management should have a crises response plan –plan for the worst, live for the best. Will have an example
  • RW: Think of middleware as where it all gets orchestrated. How you tie all the technical stuff back into business capability. Don’t get bogged down on the technologies but apply them judiciously, again to solve a business need or requirements.
  • RW: Start with the dashboard you want. You can do this by asking the key questions first that you want answered. Measurement is this outcome.
  • Welcome to Dreamforce and thank you for kicking us off, Ray. So, I’ve been in BtB marketing now for over 20 years and I have never seen the pace of change than what I’m seeing today. In fact, what’s interesting to me, is the BtB landscape is looking more and more like the BtC world.
  • Consumer media consumption trends, consumer behavior, consumer behavior and consumer software are all moving into business. The question is are you ready?
  • 3 Key Trends To Stay On Top Of:SocialMobileYour end users now shape your brand
  • This is the dynamic duo that’s incredibly important to turbo charge your btb marketing. It’s really become the key pillars of our marketing. You need customer evangelists, and you need to tap into into connected communities. Together, they are a powerful combination. Our marketing model, which is very different than others centers around evangelism, social networking and engaging events.
  • Well, my first slide started with “consumerization”, there’s no better place to start than with good ol Maslow. We all are aware of his hierarchy of needs, which now leads to peak experience. Peak experience a is a permanent state, that’s contagious. Infections. Spreads, you know what I mean. Sound like what all want…creating evangelists (spreading the word) by delivering superior experiences.
  • Experiences are more important than ever in defining your brand. Chip Conley translated Maslow’s hierarchy for business and this is what he came up with. This is where it all comes together. In order to leverage the connected communities you need “peak” product/service delivery to create and nurture evangelists. In today’s connected society it’s not enough to meet expectations, or tap into an emotional connection. You must reach an unrecognized need – creating evangelists.
  • Time to unlearn the role of a CMO. With customer evangelism at the center of a successful BtB 2.0 CMO your CRM solution must extend into Customer Service and your marketing strategy also must include a tight partnership with the VP of Customer Service to participate in social conversations.
  • Why is this so important, what a customer tweets, what a customer posts on facebook is so much more powerful than any ad dollar you can spend. And all of this is happening in real time.
  • Because, your brand is now in the hands of the end user
  • Lets look at a few examples. Here’s an example of a technition falling asleep and within minutes it’s on you tube and gets over 1.3m views. How will this impact your current ad campaign?
  • Commonwealth Bank is one of Australia largest banks – pride themselves on being “the people’s bank”An online customer complaint via a Tweat was picked up by the bank and the customer concern was responded to in a little over an hour. Not only did that result in a happy customer, but it was picked up in the news as well.
  • Are you in all the conversations?Are you including all the experts?How is your experience and how are you measuring it?
  • Morgan Stanley ReportClearly see growth in smartphone, to you have an app strategy, do you have an ad strategy? Do you have a smartphone?
  • Media Buying Is Lagging Change in Media Consumption. At salesforce, last year we shifted our model 180 degrees and as a result are more web leads, at a lower cost while building momemtum and buzz in the marketplace to scale everthying we do
  • Don’t follow the stampede of best practices, lead it. You can see based on the Morgan Stanley report where it gets you.
  • And, turn to your customers for their ideas based on their experiences with your brand. We have generated …. By listening to customers.
  • Then, once you have turned a customer into an evangelist, you can unleash it. Through events, customer reference programs and social media.That’s essentially the new world marketing model.
  • Need to careful and consider your business model or business models. A marketing mix strategy does not work across the same BtB models
  • The View from 10,000 Feet: B2B Marketing in a Social and Mobile World

    1. 1. The View from 10,000 Feet:<br />B2B Marketing in a Social and Mobile World<br />Tricia Gellman<br />Director, Product Marketing<br />
    2. 2. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
    3. 3. A B2B Marketing Discussion<br />Ray Wang<br />Todd Forsythe<br />
    4. 4.
    5. 5. About Constellation Research<br />5<br />Next generation research firm advocating for buyers<br />Brings real world experience, independence, and objectivity to clients<br />Addresses cross-role, cross-functional, and cross – industry points of view<br />Bridges legacy optimization with future innovation<br />Focuses on social, mobile, cloud, analytics, unified communications, Gov 2.0, internet of things, and legacy optimization<br /> @ConstellationRG<br />
    6. 6. Customers have moved, companies fallen behind<br />Macro trends move business beyond social<br />Reengagement begins with trust and social<br />SCRM and B2B<br />Next Steps<br />Agenda <br />6<br />
    7. 7. Customers Have Moved, Companies Fallen Behind<br />
    8. 8. 8<br />Three forces drive the changing dynamics in customer engagement<br />
    9. 9. Trust moves beyond financial performance. Trust is the new social currency.<br />Source: 2010 Edelman Trust Barometer<br />9<br />
    10. 10. Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)<br />Facebook added 100 million users in less than 9 months<br />iPhone applications hit 1 billion in 9 months.<br />There are over 250,000,000 Blogs<br /> 25% of search results for the World’s Top 20 largest brands are links to user-generated content<br />83% of companies using LinkedIn as a primary tool to find employees<br />.<br />Wikipedia has over 15 million articles…some studies show it’s more accurate than Encyclopedia Britannica.<br />Social adoption moves past all tipping points<br />10<br />
    11. 11. Traditional CRM failed to engage customers and win over trust<br />11<br />CRM initiatives focused more on management of customers and less on relationships<br />Processes and systems failed to mine the rich interaction history<br />Solutions addressed the managers requirements but not the front line workers<br />Business analytics lacked actionable insight<br />Customers moved on and took matters into their own hands<br />
    12. 12. Beyond Social Business<br />
    13. 13. 59% will readily speak poorly about a bad customer experience<br />70% of consumersexpect an apologyfor bad service<br />21% believe companies take their business for granted<br />91% consider customer service important in deciding to do business<br />.<br />48% report always or often using an online posting or blog to get other’s opinions about a company’s customer service reputation<br />13<br />Customers have taken matters into their own hands<br />Source: American Express Global Customer Service Barometer April 13th – April 20th, 2010<br />
    14. 14. 14<br />Five macro pillars for the decade<br />Design Thinking Inspired User Experience<br />
    15. 15. 15<br />Organizations will move beyond social to P2P to create tailored customer experiences<br />
    16. 16. 16<br />Translating data to deliver information and insight<br />
    17. 17. B2B Call Out<br />
    18. 18. Start B2B marketing with the 5Ms<br />18<br />
    19. 19. Provide listening capabilities to filter out noise from the social sphere. Encapsulate both metrics and measurement. Extract insights making measurement more effective. <br />Brand monitoring software that monitors and scrapes the social web, has team-based workflows and connects to existing CRM databases. <br />Use tightly scoped keywords to define the search parameters. Yet don't go too tight or you miss key opportunities – going too wide results in too much noise. <br />Monitoring<br />19<br />
    20. 20. Mapping solutions identify relationships. Due to lack of single identity, companies must link social profiles to customer records to provide a holistic experience. <br />First, find existing public profiles to match, like LinkedIn and Google profiles. Additional database fields must be created that match customer records to social profiles. <br />The trick is to get them to map their profiles for you. Entice them with rewards, better service, and special deals in an opt-in manner.<br />Mapping<br />20<br />
    21. 21. Without a purpose, social data is unactionable. Business rules and processes are needed to triage the right information to the right teams in real-time. <br />Tie back the social world and channels to existing innovation, marketing, sales, support and service processes. Triage profiles to create prioritization frameworks. <br />Companies must develop a crises plan for worst possible scenarios and conduct internal fire drills. Expect the worst to happen on Friday afternoons.<br />Management<br />21<br />
    22. 22. Middleware technologies glue the social world to the enterprise. Data must seamlessly flow between systems, and advanced dashboards that provide intelligence.<br />Apply technologies such as complex event processing, business process management, business rules, workflows, data integration, and process orchestration among disparate systems. <br />Develop business rules based on your unique processes. Include workflows, complex event processing, and enablement technologies to respond. <br />Middleware<br />22<br />
    23. 23. What you can’t measure you can’t improve, therefore organizations must be able to benchmark what’s been done. <br />Advanced dashboards that provide intelligence. Measure based on business objective like improved satisfaction, spread of message. <br />Rely on data to provide benchmarks, trending, prediction, and sentiment. Bring the insight into actionable state. <br />Measurement<br />23<br />
    24. 24. The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Marketing<br />Sales<br />Service & Support<br />Innovation<br />Collaboration<br />CustomerExperience<br />2. Social Marketing Insights<br />6. Social Sales Insights<br />9. Social Support Insights<br />12. Innovations Insights<br />14. Collaboration Insights<br />17. Seamless Customer Experience<br />3. Rapid Social Marketing Response<br />7. Rapid Social Sales Response<br />10. Rapid Social Response<br />13.Crowdsourced R&D<br />15. Enterprise Collaboration<br />18. VIP Experience<br />4. Social Campaign Tracking<br />8.Proactive Social Lead Generation<br />11. Peer-to-Peer Unpaid Armies<br />16. ExtendedCollaboration<br />5. Social Event Management<br />© 2010 Altimeter Group <br />Attribution-Noncommercial-Share Alike 3.0 United States<br />24<br />
    25. 25. How B2B works a bit differently<br />25<br />Start With 5M’s and Build Off Of Support<br /><ul><li>F1:Monitor to see if your targets are using social tools
    26. 26. S2 – S3: Start w/ support for both PR and C-Sat drivers
    27. 27. I1 – I2: Leverage support communities for innovation
    28. 28. C1 – C3: Leverage support communities for collaboration</li></li></ul><li>Next Steps<br />
    29. 29. Bottom line – efforts must increase business value while reducing technology costs<br />27<br />Value Chain<br />Enterprise<br />Complexity of Requirements<br />Business Impact<br />Dept.<br />Cost of Technology Delivery<br />> 5%<br />2.5- 5%<br />0 -2.5%<br /><1%<br />Percentage of Revenue<br />
    30. 30. Questions And Answers<br />
    31. 31. 29<br />Thank you<br />R “Ray” Wang<br />+1.<br />Twitter: @rwang0<br /><br /><br />
    32. 32. BtB 2.0<br />Todd F. Forsythe<br />VP Global Campaigns<br />
    33. 33. Consumerizationof Business<br />
    34. 34. Consumerization of Business<br />Social<br />Mobile<br />Cloud<br />Based<br />IS IN THE CLOUD<br />
    35. 35. Two Areas To Explore…<br />Evangelism<br />Customer Experience<br />Connected Communities<br />Turn Consumers into Producers<br />
    36. 36. Customers are People – Even in B2B <br />
    37. 37. What Does It Mean for Business?<br />Source: Peak by Chip Conley, CEO of Joie de Vivre Hotels<br />
    38. 38. One Job?<br />Chief Marketing Officer<br />“How Do I Build A Brand That People Want to Talk About?”<br />VP, Customer Service<br />“How Do I Delight Customers So We Maintain a Healthy Brand?<br />
    39. 39. It’s Never Been Easier To Share Your Experiences…<br />Search<br />Search<br />58M+ users<br />150M+ users<br />Several Hundred Million<br />queries each day<br />36M+ users<br />
    40. 40. Consumers Now Control Your Brand<br />
    41. 41. Customers Are Shaping Your Brand<br /><ul><li>Comcast Service Engineer falls asleep on the job
    42. 42. Angry customer films it and posts to YouTube
    43. 43. Clip receives over 1.3million views!
    44. 44. Other dissatisfied customers add negative comments</li></li></ul><li>From “Rant to Rave” in 24 Hours<br /><ul><li>CBA rant posted on Twitter
    45. 45. Bank replies within two hours
    46. 46. Problem resolved by 3pm the next day
    47. 47. Story features on news websites and major newspapers</li></li></ul><li>Customer Service Is A World Away From The Conversations<br />Companies Invested Here:<br />But Their Customers are Here:<br />Contact Center<br />Discussion Groups<br />Partner Websites<br />Contact Centers<br />Social Communities<br />
    48. 48. Today’s Customers Look to the Cloud for Experts<br />How do I fix this product?<br />
    49. 49. Is Your Customer Experience Evolving?<br />1990’s:<br />Contact Center<br />1980’s: <br />Call Center<br />Today: <br />The Cloud<br />More Channels<br />More Connected<br />More Experts<br />“By 2012, 65% of support conversations will happen in the cloud.”<br />Email<br />Chat<br />Phone<br />
    50. 50. Is Your Marketing Evolving?<br />
    51. 51. Mary Meeker Report<br />
    52. 52. Mary Meeker Report<br />
    53. 53.
    54. 54.
    55. 55. Grow Your Own Community<br />10,335 ideas<br />230,233 votes<br />23,501 comments<br />400 ideas delivered<br />
    56. 56. Unleash Your Own Evangelists<br />Events<br />Social Networks<br />
    57. 57.
    58. 58. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />
    59. 59. Q & A<br />