Dit is de presentatie van Bob Oord, ceo van Heliview Online. Bob gaf deze presentatie tijdens onze kennissessie 'Innovaties in B2B' op maandag 16 november 2015. Benieuwd naar onze volgende events? Bekijk ons aanbod op: http://www.pimonline.nl/events

1. Innovaties in B2B

2. Wereld verandert sneller dan ooit
67
jaar
25%
Bedrijven die vandaag al bestaan
75%
Bedrijven die vandaag nog niet bestaan
Gemiddelde levensduur van een bedrijf op de S&P 500
1920s 1980s 2010s
25
jaar 15
jaar
Bedrijven die vandaag nog niet bestaan
2020s
Yale Professor Richard Foster

3. Disruptie raakt iedere branche
1990
Nieuws
Muziek
Fotografie
…..
2XXX
Alles is anders
2005
Reizen
Magazines
Software
Recruitment
….
15 jaar
2015
Taxis
Hospitaliy
TV
Retail
Zorg
…..
10 jaar
2020
Smart Homes
Smart Cars
Onderwijs
Schoonmaak
Energie
Productie
5 jaar
….. Productie
….

4. Noodzaak: Customer Obession
Empowered customers are shaping
business strategy. Simply put,
customers expect consistent and
high-value in-person and digital
experiences. They don't care if
building these experiences is hard orbuilding these experiences is hard or
requires a complex, multifunction
approach from across your business.
They want immediate value and will
go elsewhere if you can't provide it.
Definitie: Forrester 2015

5. Wat ben jij?
DIGITALINTENSITY
FASIONISTAS DIGIRATI
DIGITALINTENSITY
- 11% + 26%
Profitability compared to competitors
TRANSFORMATION MANAGEMENT
DIGITALINTENSITY
BEGINNERS CONSERVATIVES
TRANSFORMATION MANAGEMENT
DIGITALINTENSITY
- 24% + 9%

6. Essence: Selling changes to Helping
USP’s
Old Marketing
How’s Yeah!
ChoiceOrientationIdea UsageInstallation
M o d e r n M a r k e t i n g

7. 7 Foundations of B2B Content Marketing

8. Strategy
18 minuten

9. Innovaties in Marketing

10. Product: Fire Fighting Equipment (17th Century)
Books &
White Paper Marketing
Social & Consultative
Selling
Visual Storytelling

11. Buyer Journey & Persona’s
Concept & Content
15 minuten

12. Messages for Buyer Journey
ChoiceOrientationIdea UsageInstallation

13. Boodschappen Matrix
Buyer Journey IDEA OREINTATION CHOICE
Commercial
Director
Customer centricity
strategy
KPI’s to monitor
customer centricity
Knowledge of our
industry
IT
Manager
IT Architecture
roadmap
Implementation
competences
Uptime & servicedesk
Marketing
Manager
Connect with marketing
automation
Managing
MQLs & SQLs
360 Customer view
Sales
Hassle using
Outlook & CRM
How can I identify best
sales opportunities?
Easy to work with
Customer
Service
Using 3 systems
at the helpdesk
Integration with ERP
system
User interface

14. Buyer Journey IDEA OREINTATION CHOICE
Commercial
Director
Customer centricity
strategy
KPI’s to monitor
customer centricity
Knowledge of our
Industry
IT
Manager
IT Architecture
roadmap
Implementation
competences
Uptime & servicedesk
Prioritize Messages
Marketing
Manager
Connect with marketing
automation
Managing
MQLs & SQLs
360 Customer view
Sales
Hassle using
Outlook & CRM
How can I identify best
opportunities
Easy to work with
Customer
Service
Using 3 systems
at the helpdesk
Integration with ERP
system
User interface

15. Buyer Journey IDEA OREINTATION CHOICE
Commercial
Director
ROUND TABLE
REFERENCE
CASES
IT
Manager
IMPLEMENTATION
CHECKLIST
SLA
Matching Formats
Marketing
Manager
HOW TO GUIDE
Sales
Customer
Service
SELF TEST

17. Communication &
Conversion
10 minuten

18. Media Strategy

19. Grow your content, grow your media
Blog Blog Blog Blog
E-Book
profiles
Webinar Webcast
White Paper How To
profiles

20. Includes:
• Ratings
• Comments
• PR
Earned Media
• Shares & Likes
• Editorial Contributions

21. Lead Nurturing Program
First download Deal
6 – 12 Months
ChoiceOrientationIdea UsageInstallation
Content Marketing Program
Blog
Download
Educational emails
Webinar participation
Sales call
Proposal

22. KPI’s for Conversion

23. Organization
5 minuten

24. Organisatie 2015
Directie
IT
Porfolio &
Marketing
Sales Manager Implementatie
HR
Communicatie
& PR
Sales Manager
Business
Solutions
Sales Manager
Work Space
Customer
Support
Implementatie
&
Consulting
Datacenter &
Hosting
Inside Sales
Account Managers
Sales Consultant
Business Consultant
Product Consultant
IT Consultant

25. Marketingrollen 2020

26. Organisatie 2016
Directie
IT
Porfolio &
Marketing
Sales Manager
HR
Communicatie
& PR
Managing Editor
Customer ListeningAudience Manager
Externe Relaties
Media PlannerHR Liason
Marketing Technology Lead
Chief Content Officer
Analytics Expert
Sales Manager
Business
Solutions
Sales Manager
Work Space
Customer
Support
Implementatie
& Consulting
Datacenter &
Hosting
Inside Sales
Account Managers
Sales Consultant
Business Consultant
Product Consultant
IT Consultant
Content Creators
Content Creators & Curator
Lead Manager / First Responder
Syndicator & Listening Syndicator

27. Technology
2 minuten

28. De Trend van 2015: Marketing Automation

29. Succes van Marketing Automation
CONTENT
COMMUNICATIE
CONVERSIE
COMMUNICATIE
CONVERSIE
COMMUNICATIE
CONVERSIE
COMMUNICATIE
CONVERSIE
Focus
CONCEPT
CONCEPT
CONTENT
CONTENT
CONCEPT
CONTENT
Kwartaal 1 Kwartaal 2 Kwartaal 3 Kwartaal 4
Focus
TECNHOLOGIE