The new B2B Buyer Experience Feb2019 Ansaco

COPYRIGHT©ANSACO2019
Investment
Goods
Marketing
Get ready
for the
2020s

Can you keep pace with rapidly changing needs?

Buyers seek Partnerships with Suppliers …

… who can help them keep pace …

… with their own Customers changing needs

… or with Consumers changing needs.

Your
Customer
Your
Customer‘s
Customer
Can you
keep pace with
End Users
expectations?
RATE OF CHANGE 
COMPLEXITY 
VOLATILITY 
COMPETITION 
TIME TO MARKET 
You
Changing
Needs
Changing
Needs
Your
Solution

Ways of doing
Business
have changed
24/7 INTERNET
WORK ANYWHERE
PORTALS & ECOMMERCE
OUTBOUND → INBOUND
PUSH → PULL

International
Markets
are changing
GLOBALISATION
TERMS OF TRADE
COMPETITION
REGULATION
TRANSPARENT INFO.

Services
are as
important as
Products
CONSULTING
CUSTOM DESIGN
TURNKEY
ACCEPTANCE TESTING
USER TRAINING
PREVENTIVE MAINTENANCE

Technology
accelerates
change
DIGITALISATION
INDUSTRY 4.0
INTEGRATION
INTERNET OF THINGS
BIG DATA
ANALYTICS & A.I.

... and the
Impact
of Change
is increasing
TECHNOLOGY
MARKETS
REGULATIONS
FINANCE
EMPLOYMENT

B2B Buyers control the Sales process

B2B Buyer Profiles and Habits have changed
Age
25 – 34
Age
35 - 44

68% of
B2B customers
prefer to do
research
independently
online
FORRESTER

60% of buyers
do not want
Sales Reps
as their
primary source
of information
FORRESTER

For B2B Buyers,
relationships
begin with
online
interactions

B2B Buyers
expect that
online
interactions
lead to
offline
activities

Buyers feel the
Credibility Gap
“I was googling about my business
problem and found your website.
I downloaded your product pdfs
and the company brochure.
I checked Customer videos and
user feedback on Social Media.
I registered for your Event and
made an appointment Online.
When I got to the Trade Show,
none of the Sales Team knew
who I was or why I was there.
So tell me - why should we buy
from your company?”

More people
in the B2B
Decision
Making
Unit …
PEOPLE IN B2B DMU:
2016 = AVERAGE 5.4
2018 = AVERAGE 6.8
CEB / GARTNER

… means
it takes longer
to reach
Agreement
AVERAGE B2B
DECISION TIMES:
“NO” = 4.7 MONTHS
“YES” = 4.9 MONTHS
CEB / GARTNER

What’s needed
is an effective
B2B Buyer
Experience
DESIGNED FOR BUYERS
RELEVANT CONTENT
EASY TO USE
FASTER DECISIONS

How should
an effective
B2B Buyer
Experience
function?
JOINED-UP PROCESS
SEAMLESS DATA FLOW
SUPPORTS DECISIONS
DELIVERS RESULTS

Provides
Security
Creates
Confidence
Makes it Easy
To Do Business
Builds Trust
What does
an effective B2B
Buyer Experience
mean for your
Customers?
Faster
Decisions

What does an
effective B2B
Buyer Experience
do for your
Company?

For Marketing:
Online & Offline
teams share
the same
Strategy
and Goals

For Sales:
A seamless flow
of information to
make the
Sales Cycle
faster

For the CEO:
Alignment of
Marketing and
Sales towards
Business
Objectives

How do you build
an effective
B2B Buyer
Experience?

You need:
to set the
Strategic
Direction
TIGHT FOCUS
PRIORITISE GOALS
FLEXIBLE PLANNING

You need:
to reduce
Time
to Market
SMALL SCOPE [MVP]
FAST EXECUTION
MEASURE & LEARN

You need:
to design for
Return on
Innovation
MANAGE INNOVATION
LEVERAGE SMALL BUDGETS
DESIGN FOR ROI

What other
Marketing
Capabilities
do you need
for the 2020s?

Strategic Direction

align marketing goals to Business Objectives

compare todays status with the Future Destination

focus resources on critical Processes

break major projects into Components

identify options and Set Priorities

Rapid Execution

reduce the Time-to-Market

simplify marketing Planning and repeat often

practice smooth co-ordination of marketing Teamwork

increase the frequency of marketing Reporting

gain insights and optimise marketing Processes

Return on Innovation

respond quickly to market Opportunities

identify projects that are significantly Different

re-allocate resources to maximise Output

close the loop and gain Insights

communicate results to your Stakeholders

How will you
build the
Marketing
Capabilities
you need ?

by working harder and faster?

Standard
Method

by increasing manpower?

Standard
Method

by introducing new technology?

Standard
Method

Continuing with
the same old
methods
just gets you
more of the
same result

To get
different results
from the
same resources
you need
different
ideas & methods

How do you hit a fast-moving Target?
▪ accurate aim
▪ fast reactions
▪ practice, practice, practice

“You have to skate
where the puck is
going to be …”

“…because you
MISS
100%
of the shots
you can’t take.”

Three Questions for B2B Marketers
Which direction is your market moving - and how fast?
What capabilities must you develop long-term to keep pace?
What are you doing this Quarter to meet those future needs?

Who can help you
define & build the
B2B Marketing
Capabilities
you need
for the 2020s?
Andrew Sanderson
+49 6223 9729 807

Essential Concepts
Diagnosis, guiding policy, goals and milestones
Dynamic planning, focussed implementation, measurement
The only way to get a Return is by making an Investment

Three Methods
Prioritise capabilities that will deliver higher performance
Implement actions that develop those capabilities
Use a small Innovation Budget to impact mainstream processes

Deliverables & Results
Alignment of marketing to business objectives
Faster time-to-market
Measure RoI and communicate to Stakeholders

Costs vs Value to your Company
your investment in Ansaco consulting services
the budget you allocate to Innovation Projects
share of Budget that benefits from Innovation leverage
~1%
8%–12%
80%

Roadmap
Review
Startegy
Review
Startegy
Priority 1
Milestone
Priority 2
MilestoneMilestone
Insights
& Report

Strategic
Direction
Rapid
Execution
Return on
Innovation
Dynamic Marketing Framework
DMF developed by Ansaco | Andrew Sanderson +49 6223 9729 807
Ansaco helps CMOs of mid-size manufacturing organisations to achieve faster time-to-market.
Ansaco is your innovation and implementation partner for complex B2B environments:
▪ plan and implement marketing innovation
▪ integrate online and offline marketing processes
▪ Identify RoI and report to Stakeholders

P
Strategic Direction
Define future marketing capabilities
Alignment to business objectives
Prioritise goals and identify milestones
Phone Andrew Sanderson today: +49 6223 9729 807

Achieve faster time-to-market
Simple, effective marketing planning
Continuous improvement of processes
Rapid Execution

Return on Innovation
Identify the significant Opportunities
Leverage the Innovation Budget
Communicate RoI with Stakeholders

Next Steps
Marketing Directors and CMOs are invited to share ideas
& explore opportunities for collaboration:
▪ 1 hour, phone / remote with screenshare
▪ Please call +49 160 9346 3401 to make your reservation

The new B2B Buyer Experience Feb2019 Ansaco

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