Is marketing the new sales?

5. It’s not Business To Business, nor Business To Consumer. It’s Human to Human. Getting Personal Matters shanghai | september 2014 | luca destefanis | twitter: @lucadeste! ➔ B2B buying is very personal, entailing bigger risks than any consumer purchase ➔ Understand customer personal goals and emotions ➔ Craft brand messages that convey personal value ➔ Aim at both rational and emotional differentiation to win preference: teach the customer WHY (something new about business needs and challenges), provide the WHY NOW (compelling reasons why it is necessary to take actions)

6. marketing-first or sales-first? shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

7. The Customer Experience Discovery! Engagement! Commitment! Purchase/Adoption! Advocacy! CX led by Marketing! CX led by Sales! shanghai | september 2014 | luca destefanis | twitter: @lucadeste! Steps in the Journey! Channels of Interaction!

8. Enabling Sellers to Deliver The Customer Experience VALUES SOLUTIONS shanghai | september 2014 | luca destefanis | twitter: @lucadeste! Seller Experience! Customer Experience! Brand Advocacy! Brand Value! CONNECTED KNOWLEDGEABLE PREPARED COMMITTED TRUSTED INNOVATIVE

9. shanghai | september 2014 | luca destefanis | twitter: @lucadeste! ➔ Create personas and experience journey map that deeply understand and consider customer needs, drivers and emotions ➔ Identify Moment of Truth in the customer experience, and make sure you deliver the promise ➔ Break down company silos, integrate channels ➔ Build a system of shared valued and behaviors that focuses employee activity on improving the customer experience. Have Sellers as the Brand Advocate It’s Client-first. It’s about Engaging and Connecting with people. Make sure your Sellers are the best Brand Advocates

10. marketing: art or science? shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

11. What makes for a great brand? An enduring idea: World-changing progress Who they serve: Forward thinkers Experienced through: The IBMer Differentiated by: Living our values CORPORATE CHARACTER shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

12. Data-Driven Marketing is revolutionizing the way we touch our customers and deliver business outcomes shanghai | september 2014 | luca destefanis | twitter: @lucadeste! Data and Infrastructure Data-Driven applications Personalized client experiences Always-On Marketing System! Client Experience! Marketing Planning! Content and Offers! Nurture Services! Inbound Optimization! Marketing Systems! Client Experience! Marketing Services!

13. shanghai | september 2014 | luca destefanis | twitter: @lucadeste! ➔ Drive the intentional management of brand and culture ➔ Shelve the commercial pitch in favor of authentic storytelling ➔ Develop an acute understanding of the company reputation by actively listening and engaging in social media ➔ Run real time customer analytics (descriptive, predictive, prescriptive) to generate new ideas on whom to serve, and how to best serve that individual ➔ Link operational metrics to strategic objectives to financial performance, and drive ongoing interlock with Sales Marketing at its best manages the brand to represent the corporate character and leverage analytics to deliver business outcomes

14. ① It’s Human to Human ② It’s about Engaging and Connecting with people ③ It’s building the Brand and running deep Analytics shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

15. A Case: Marketing Cognitive Computing shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

16. shanghai | september 2014 | luca destefanis | twitter: @lucadeste! Luca Destefanis. IBM lucad@sg.ibm.com @lucadeste 谢谢！

Is marketing the new sales?

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