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Why Business-to-Business Marketing 
is Transforming to 
People-to-People Marketing
Business-to-Business Marketing 
The act of selling to “accounts” 
Mass 
communica+on 
model. 
Companies 
controlled 
+me 
...
Times 
have 
changed. 
Now 
we 
live 
in 
the 
“always-­‐on” 
age. 
This 
is 
a'ributed 
to 
the 
following: 
• Explosion ...
These 
changes 
have 
influenced 
Business-­‐ 
to-­‐Business 
Marke+ng. 
Business-­‐to-­‐Business 
is 
transforming 
to 
P...
Transforma+on 
of 
the 
B-­‐to-­‐B 
Marke+ng 
Landscape 
Cultural 
changes, 
combined 
with 
smaller, 
lighter, 
faster 
m...
Welcome 
to 
the 
P-­‐to-­‐P 
Marke+ng 
Landscape 
People-­‐to-­‐People 
communica>on 
model: 
• Permission 
based 
– 
Opt...
Implemen+on 
of 
People-­‐to-­‐People 
Marke+ng 
People-­‐to-­‐People 
marke+ng 
makes 
an 
emo+onal 
connec+on 
with 
the...
Implemen+on 
of 
People-­‐to-­‐People 
Marke+ng 
There 
are 
numerous 
factors 
that 
influence 
the 
strategy 
and 
tac>c...
L evels 
of 
Digital 
Integra+on 
Almost 
all 
marketers 
employ 
some 
form 
of 
digital 
marke+ng. 
This 
can 
take 
the...
M 
edia 
consump+on 
habits 
have 
changed. 
Audiences 
control 
+me 
and 
place 
of 
interac+on. 
Marketers 
are 
in 
the...
P Personaliza>on 
can 
be 
accomplished 
via: 
ersonaliza+on 
Starts 
With 
Listening 
• Listening 
to 
and 
gathering 
cu...
L 
istening 
leads 
to 
insight. 
Insight 
helps 
create 
relevant 
content. 
Relevant 
content 
enlightens 
and 
informs....
P 
eople-­‐to-­‐People 
Marke+ng 
and 
Brand 
Storytelling 
History 
has 
proven 
that 
audiences 
connect 
with 
and 
rem...
Your 
brand 
story 
must 
accomplish 
four 
objec+ves: 
• Engage 
the 
reader 
with 
valuable 
content 
• Connect 
with 
t...
Crea+ng 
the 
Brand 
Story 
The 
brand 
story 
does 
not 
have 
to 
be 
long 
or 
complicated. 
In 
fact, 
it 
can 
be 
bo...
The 
Brand 
Story 
is 
the 
promise, 
the 
vision 
of 
something 
beZer, 
and 
is 
communicated 
through 
persuasive 
cont...
The 
Brand 
Story 
is 
the 
promise, 
the 
vision 
of 
something 
beZer, 
and 
is 
communicated 
through 
persuasive 
cont...
The 
Brand 
Story 
is 
the 
promise, 
the 
vision 
of 
something 
beZer, 
and 
is 
communicated 
through 
persuasive 
cont...
P eople-­‐to-­‐People 
Marke+ng 
“ 
I 
viewed 
your 
profile 
on 
LinkedIn. 
I 
found 
your 
company 
through 
a 
web 
sea...
Ready 
to 
transform 
your 
marke+ng? 
Contact: 
Bailey 
Burk 
T 
>> 
214.953.0494 
E 
>> 
bailey.burk@wambam.com 
W 
>> 
...
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Why Business-to-Business Marketing is Transforming to People-to-People Marketing

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Business-to-Business is transforming to People-to-People marketing (P-to-P). P-to-P is personalized; its focus is one-to-one communication resulting in preference and emotional connection with the brand.

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Why Business-to-Business Marketing is Transforming to People-to-People Marketing

  1. 1. Why Business-to-Business Marketing is Transforming to People-to-People Marketing
  2. 2. Business-to-Business Marketing The act of selling to “accounts” Mass communica+on model. Companies controlled +me and place for communica+ons. There were no avenues for customers to talk back. 1958 Man in the Chair ad, McGraw-Hill Publications
  3. 3. Times have changed. Now we live in the “always-­‐on” age. This is a'ributed to the following: • Explosion of media channels • Reduced technology costs • Cultural shiDs in customer behavior • Rise of social media plaEorms • Digital disrup+on of tradi+onal media channels
  4. 4. These changes have influenced Business-­‐ to-­‐Business Marke+ng. Business-­‐to-­‐Business is transforming to People-­‐to-­‐ People marke+ng (P-­‐to-­‐P). P-­‐to-­‐P is personalized; its focus is one-­‐to-­‐one communica+on resul+ng in preference and emo+onal connec+on with the brand.
  5. 5. Transforma+on of the B-­‐to-­‐B Marke+ng Landscape Cultural changes, combined with smaller, lighter, faster mobile digital technology is changing the way we communicate with each other and with society as a whole. Now, the customer has numerous channels available to praise or trash the brand, based on their brand experience. For over seven decades, B-­‐to-­‐B marketers have relied on the disrup>on communica>on model: • One-­‐way communica+on -­‐ company speaking to many customers • Tradi+onal media placement -­‐ rent space for ad placement • Content created by the publica+ons • Limited media channels – broadcast, print, promo+on
  6. 6. Welcome to the P-­‐to-­‐P Marke+ng Landscape People-­‐to-­‐People communica>on model: • Permission based – Opt in, Opt out • Selec+on of media channels – owned, earned, bought • Respect for customers’ intellect and +me • Integrate with tradi+onal proven marke+ng channels • Analy+cs tracking for reaching Key Performance Indicators (KPI) that influence ROI
  7. 7. Implemen+on of People-­‐to-­‐People Marke+ng People-­‐to-­‐People marke+ng makes an emo+onal connec+on with the customer. Ini+al purchasing decisions are made on emo+on and jus+fied with ra+onal review of feature/func+on aZributes and benefits. Once the strategy is in place and key messages are developed, then tac+cal execu+on can commence.
  8. 8. Implemen+on of People-­‐to-­‐People Marke+ng There are numerous factors that influence the strategy and tac>cal execu>on, including: • Size of the customer base • Value of the product offering • Length of +me to complete sales cycle • Regula+ons or specifica+ons governing product use • Compe+tors’ product and brand posi+oning • Exper+se of internal resources available to support digital marke+ng efforts • Product/Service offering compa+bility with digital outbound marke+ng channels
  9. 9. L evels of Digital Integra+on Almost all marketers employ some form of digital marke+ng. This can take the form of websites, email plaEorms, ac+vity on social networks, and full-­‐blown Marke+ng Automa+on PlaEorms. The level and sophis>ca>on of digital marke>ng is incumbent on the following: • Target audience size and loca+on • Cost of product/service offering • Audience’s accessibility to the internet • Audience’s response rate to digital marke+ng • Management’s commitment to implementa+on of ongoing support
  10. 10. M edia consump+on habits have changed. Audiences control +me and place of interac+on. Marketers are in the Age of Personaliza>on Personaliza+on means gaining insight into the customer’s needs, wants, and desires. To connect with cons+tuents, brands must establish a trust level before dialogue can take place.
  11. 11. P Personaliza>on can be accomplished via: ersonaliza+on Starts With Listening • Listening to and gathering customer sen+ment on social plaEorms and business networks • Understanding customers’ website browsing habits • Paying aZen+on to customer reviews of product purchases • Asking permission to engage through landing pages • Gathering feedback from user experiences throughout the purchasing journey
  12. 12. L istening leads to insight. Insight helps create relevant content. Relevant content enlightens and informs. Relevant content is what viewers find authen+c and valuable, and it presents a solu+on to the viewer’s problem. It can take many forms, including how-­‐to guides, coupons for discounts, white papers, blogs, buying guides. Properly executed content helps the viewer make an informed purchasing decision, resul+ng in brand preference.
  13. 13. P eople-­‐to-­‐People Marke+ng and Brand Storytelling History has proven that audiences connect with and remember stories. People-­‐to-­‐people marke+ng engages customers on many different levels with the brand story using different channels to connect with the user. Content channels are like the facets of a diamond. The many angles that reflect the light of the brand all come together to tell the complete story.
  14. 14. Your brand story must accomplish four objec+ves: • Engage the reader with valuable content • Connect with the reader on an emo+onal level • Educate the reader on the brand’s commitment to “doing the right thing” • Influence the reader to take ac+on
  15. 15. Crea+ng the Brand Story The brand story does not have to be long or complicated. In fact, it can be boiled down to the following: • Can you tell the customer what the brand stands for in a single sentence? • Does the story define an ambi+on beyond company profits? • Does everyone in the company understand the story and how it relates to their par+cular func+on? • Can the story mo+vate and drive ac+on? • Are the ac+ons transforma+ve? • Are people outside of the company par+cipa+ng in the story?
  16. 16. The Brand Story is the promise, the vision of something beZer, and is communicated through persuasive content: Apple: Transforma>ve Technology
  17. 17. The Brand Story is the promise, the vision of something beZer, and is communicated through persuasive content: General Electric: Engineering that Changes Lives
  18. 18. The Brand Story is the promise, the vision of something beZer, and is communicated through persuasive content: Tesla – Automobiles that Contribute to a Cleaner Environment
  19. 19. P eople-­‐to-­‐People Marke+ng “ I viewed your profile on LinkedIn. I found your company through a web search. I read the online review. I value your industry insight. I like your accessibility. I like your community involvement. I follow your twiZer stream. I looked at your Pinterest boards. I like your Facebook page. I clicked on your banner ad. I downloaded your E-­‐book. I filled out your landing page form. I read your news release. I received your email. I shared a link to your product video.” Moral: Sales Start with Informed Customers
  20. 20. Ready to transform your marke+ng? Contact: Bailey Burk T >> 214.953.0494 E >> bailey.burk@wambam.com W >> www.wambam.com © Burk Adver+sing & Marke+ng 12850 Hillcrest Rd. Suite F-­‐210 Dallas, Texas 75230

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