Digital Transformation in B2B: James Smee, LEWIS Purestone

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This document discusses digital transformation in B2B marketing. It notes that B2B is complex with multiple personas, verticals, products and services. It also mentions that B2B marketing lacks investment and must do more with less resources. It then discusses how work has become more mobile and audiences expect more social and digital experiences. It also talks about how buyers now research outside of business hours from multiple devices and use digital content to determine options before engaging with sales. The document advocates for more automation, emotional intelligence and content personalization to improve B2B marketing.

Marketing

6/19/2017 1www.teamlewis.com
DIGITAL TRANSFORMATION IN b2B: UNCUT

6/19/2017 2www.teamlewis.com
DIGITAL TRANSFORMATION IN b2b: Uncut.
Thurs, June 1st 2017, A.M.
• Built and sold multi-award winning digital agency Purestone
• Early pioneer of the digital marketing industry - championing
early stage e-mail marketing in B2B
• Extensive client side experience within IT industry
• Award winning B2B consultant, strategist and planner
• B2B marketing industry commentator & enthusiast
• C-level digital consultant to global brands such as Linklaters,
PayPal, Octopus, Essilor, Adidas and Computacenter.JAMESSMEE – generational‘straddler’
DIRECTOR,EMEA, DIGITALMARKETING.
LEWIS.

6/19/2017 6www.teamlewis.com
WE ARE BEING MORE HUMAN THAN WE’VE EVER BEEN BEFORE

6/19/2017 7www.purestone.co.uk6/19/2017 7
It’s aLWAYSBEEN A challenging place tobe…
B2B ISCOMPLEX.
Multiplebuyer persona’s.
multipleverticals.
multipleproducts.
Multipleservices.
B2b isconfused.
INtransition.
Ingenerational flux.
B2b marketing lacksinvestment.
Domore,withless.
Lessmoney.
Lesshead count.

www.lewispurestone.com
THEN WE HAVE good old
‘DIGITAL TRANSFORMATION’

6/19/2017 9www.purestone.co.uk6/19/2017 9
IT ALL STARTED HERE.
WORKGREW LEGS. THE WORK-PLAYMASHUP. B2B AUDIENCEEXPECTATIONSCHANGED.

6/19/2017 10www.purestone.co.uk6/19/2017 10
AND IS STILL GOING…
WEBECAME SOCIAL. RISE OFTHEDIGITAL TITANS & DISRUPTORS. We Stoppedwearingties.

6/19/2017 11www.purestone.co.uk6/19/2017 11
THE EDUCATED BUYER.

6/19/2017 12www.purestone.co.uk6/19/2017 12
THE EDUCATED BUYER.
• 70% of your audience is now a
Multi-device user
• 83% research outside of 9-5,
anytime, anywhere
• 63% determine a ‘consider set’
purely from digital content
• 41% are starting their journey
looking for a solution rather
than a product
Source: GlobalWebindex/
Google Research Study UK 2016

www.lewispurestone.com
FROM 150 to 5000 in 5 years…
HOW ON EARTH DO YOU NAVIGATE THIS LANDSCAPE?

www.lewispurestone.com
AGAINSTTHISBACKDROP WTF IS
HAPPENINGOUT THERE?

6/19/2017 15www.purestone.co.uk6/19/2017 15
You need to go more than just skin deep

6/19/2017 16www.purestone.co.uk6/19/2017 16
You need to go more than just skin deep Spend 1 day
beinga
customer.

www.lewispurestone.com
AUTOMATION + EQ + CONTENT = better marketing

6/19/2017 18www.purestone.co.uk6/19/2017 18
JEDIROBE
EXPRESSCHECKOUT
HEL PERFORMANCE
WORKINGCAPITAL
INTERNET FUSION
CROSSBORDERTRADE
EXPLORING VACATIONS
INVOICING
PERFECT 10
PAYPALHERE
Activation email: peer-ledstorytelling
bit.ly/Jedi-Robe bit.ly/HEL-performance bit.ly/InternetFusion bit.ly/Exploringvacations bit.ly/Perfect-10-Paypal

6/19/2017 19www.purestone.co.uk6/19/2017 19
Geraldine
EXPRESSCHECKOUT
Noel
WORKINGCAPITAL
Kevin
CROSSBORDERTRADE
Neil
INVOICING
Ksenija
PAYPALHERE
Consideration:email
PropositionservedaccordinglytoprospectinteractionswithPhase#1
From Jedi Robe FromHELPerformance From Internetfusion Fromexploringvacations From Perfect10

6/19/2017 20www.purestone.co.uk6/19/2017 20
Activation email
DirectResponse
Product proposition forconversion
Business Account & PayPal Here

6/19/2017 21www.purestone.co.uk6/19/2017 21
Activation: HEROLANDING PAGES

6/19/2017 22www.purestone.co.uk6/19/2017 22
Activation : Peer-ledcaseSTUDIES
IMAGINE WHATYOUCOULDDOWITHAPAYPAL BUSINESSACCOUNT/PAYPALHERE

6/19/2017 23www.purestone.co.uk6/19/2017 23
Consideration:PropositionLanding pages
Workingcapital
bit.ly/business-funding-paypal
Expresscheckout
bit.ly/express-checkout-paypal
Invoicing
bit.ly/invoicing-paypal
Crossborder trade
bit.ly/sellingabroad
PayPal Here
bit.ly/onthego-paypal

www.lewispurestone.com
The sales & marketing divide
THE
SALES
&
MARKETING
DIVIDE
‘the colouring in department’
‘the lazy mavericks’
‘I need quick and easy access
to the latest and greatest’
‘I need to close the loop’
‘Help me, help you’
‘Make me look good’
‘NO MORE ADMIN’
‘What IS working?’

www.lewispurestone.com
“WE NEED TO MORE AGILE”
(BUT WHAT DOES THAT ACTUALLY MEAN?)

6/19/2017 26www.purestone.co.uk6/19/2017 26
• Test & Learn
• Get political
• Sprint labs
AGILE MARKETING

6/19/2017 27www.teamlewis.com
THANK YOU 

We’ve made a study of nearly fifty major finance and FinTech companies which have been making use of content marketing, for the purposes of link building or gaining press coverage in order to track the most successful, and the trends which guided their creation. This included 220 pieces of content and over 2750 backlinks created over the past five years, and featured five of Kaizen’s clients, for whom we have produced some of the pieces of content.

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Digital Transformation in B2B: James Smee, LEWIS Purestone

1. 6/19/2017 1www.teamlewis.com DIGITAL TRANSFORMATION IN b2B: UNCUT

2. 6/19/2017 2www.teamlewis.com DIGITAL TRANSFORMATION IN b2b: Uncut. Thurs, June 1st 2017, A.M. • Built and sold multi-award winning digital agency Purestone • Early pioneer of the digital marketing industry - championing early stage e-mail marketing in B2B • Extensive client side experience within IT industry • Award winning B2B consultant, strategist and planner • B2B marketing industry commentator & enthusiast • C-level digital consultant to global brands such as Linklaters, PayPal, Octopus, Essilor, Adidas and Computacenter.JAMESSMEE – generational‘straddler’ DIRECTOR,EMEA, DIGITALMARKETING. LEWIS.

3. 6/19/2017 3www.teamlewis.com

4. 6/19/2017 4www.teamlewis.com

5. 6/19/2017 5www.teamlewis.com

6. 6/19/2017 6www.teamlewis.com WE ARE BEING MORE HUMAN THAN WE’VE EVER BEEN BEFORE

7. 6/19/2017 7www.purestone.co.uk6/19/2017 7 It’s aLWAYSBEEN A challenging place tobe… B2B ISCOMPLEX. Multiplebuyer persona’s. multipleverticals. multipleproducts. Multipleservices. B2b isconfused. INtransition. Ingenerational flux. B2b marketing lacksinvestment. Domore,withless. Lessmoney. Lesshead count.

8. www.lewispurestone.com THEN WE HAVE good old ‘DIGITAL TRANSFORMATION’

9. 6/19/2017 9www.purestone.co.uk6/19/2017 9 IT ALL STARTED HERE. WORKGREW LEGS. THE WORK-PLAYMASHUP. B2B AUDIENCEEXPECTATIONSCHANGED.

10. 6/19/2017 10www.purestone.co.uk6/19/2017 10 AND IS STILL GOING… WEBECAME SOCIAL. RISE OFTHEDIGITAL TITANS & DISRUPTORS. We Stoppedwearingties.

11. 6/19/2017 11www.purestone.co.uk6/19/2017 11 THE EDUCATED BUYER.

12. 6/19/2017 12www.purestone.co.uk6/19/2017 12 THE EDUCATED BUYER. • 70% of your audience is now a Multi-device user • 83% research outside of 9-5, anytime, anywhere • 63% determine a ‘consider set’ purely from digital content • 41% are starting their journey looking for a solution rather than a product Source: GlobalWebindex/ Google Research Study UK 2016

13. www.lewispurestone.com FROM 150 to 5000 in 5 years… HOW ON EARTH DO YOU NAVIGATE THIS LANDSCAPE?

14. www.lewispurestone.com AGAINSTTHISBACKDROP WTF IS HAPPENINGOUT THERE?

15. 6/19/2017 15www.purestone.co.uk6/19/2017 15 You need to go more than just skin deep

16. 6/19/2017 16www.purestone.co.uk6/19/2017 16 You need to go more than just skin deep Spend 1 day beinga customer.

17. www.lewispurestone.com AUTOMATION + EQ + CONTENT = better marketing

18. 6/19/2017 18www.purestone.co.uk6/19/2017 18 JEDIROBE EXPRESSCHECKOUT HEL PERFORMANCE WORKINGCAPITAL INTERNET FUSION CROSSBORDERTRADE EXPLORING VACATIONS INVOICING PERFECT 10 PAYPALHERE Activation email: peer-ledstorytelling bit.ly/Jedi-Robe bit.ly/HEL-performance bit.ly/InternetFusion bit.ly/Exploringvacations bit.ly/Perfect-10-Paypal

19. 6/19/2017 19www.purestone.co.uk6/19/2017 19 Geraldine EXPRESSCHECKOUT Noel WORKINGCAPITAL Kevin CROSSBORDERTRADE Neil INVOICING Ksenija PAYPALHERE Consideration:email PropositionservedaccordinglytoprospectinteractionswithPhase#1 From Jedi Robe FromHELPerformance From Internetfusion Fromexploringvacations From Perfect10

20. 6/19/2017 20www.purestone.co.uk6/19/2017 20 Activation email DirectResponse Product proposition forconversion Business Account & PayPal Here

21. 6/19/2017 21www.purestone.co.uk6/19/2017 21 Activation: HEROLANDING PAGES

22. 6/19/2017 22www.purestone.co.uk6/19/2017 22 Activation : Peer-ledcaseSTUDIES IMAGINE WHATYOUCOULDDOWITHAPAYPAL BUSINESSACCOUNT/PAYPALHERE

23. 6/19/2017 23www.purestone.co.uk6/19/2017 23 Consideration:PropositionLanding pages Workingcapital bit.ly/business-funding-paypal Expresscheckout bit.ly/express-checkout-paypal Invoicing bit.ly/invoicing-paypal Crossborder trade bit.ly/sellingabroad PayPal Here bit.ly/onthego-paypal

24. www.lewispurestone.com The sales & marketing divide THE SALES & MARKETING DIVIDE ‘the colouring in department’ ‘the lazy mavericks’ ‘I need quick and easy access to the latest and greatest’ ‘I need to close the loop’ ‘Help me, help you’ ‘Make me look good’ ‘NO MORE ADMIN’ ‘What IS working?’

25. www.lewispurestone.com “WE NEED TO MORE AGILE” (BUT WHAT DOES THAT ACTUALLY MEAN?)

26. 6/19/2017 26www.purestone.co.uk6/19/2017 26 • Test & Learn • Get political • Sprint labs AGILE MARKETING

27. 6/19/2017 27www.teamlewis.com THANK YOU 

Digital Transformation in B2B: James Smee, LEWIS Purestone

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