Morgenbriefing: Trends i B2B-marketing

Editor's Notes

• #2 Marketing og forretningsudvikling smelter sammen i disse år. Offline og digitalt. B2B-området er ikke nogen undtagelse, og når vi taler eCommerce er der store omvæltninger i gang og nye markeder, der erstatter gamle. Med udgangspunkt i de nyeste Forrester-rapporter, ser vi til denne morgenbriefing på de internationale eCommerce trends på B2B-markedet. For at finde ud af, hvad de mest succesfulde gør i den nye tidsalder for digital markedsføring. Den er begyndt - og dit ansvarsområde kan følge med og skabe momentum, hvis du prioriterer rigtigt. Det bliver du i stand til med Creunas hjælp. Nordens største digitale bureau byder dig velkommen til fremtiden.
• #3 I oplægget til i dag, vil I kunne se en stribe spørgsmål. Det er de spørgsmål, som jeg naturligvis vil forsøge at besvare gennem de næste 45 minutter @René, Det er her vi beder dem om at introducere sig selv.
• #6 Overordnet set vil vi gerne introducere brugen af baggrundsfarven nedenunder den grå der bruges nu, nemlig den der hedder “Text 1 , 15%” som giver en klart bedre kontrast end den der er brugt nu (Text 1, 25%)
• #7 In the age of the customer
• #8 We build brands: We define your brand’s unique advantages. We provide new insights on your business, competitors, market and customers.   We help position and market your value propositions within engaging and relevant customer experiences. We grow business: We turn leads into revenue We help grow your sales and your market through, customer journey and sales funnel optimization. We make your offering stand out in the ‘moments of truth’ to attract new customers and retain existing ones. Attract, acquire and retain with dialogue and loyalty programmes We harness change: We make technology work for you to develop new digital services, offering your customers unique value – and your company new efficiency. Improve efficiency with digitalization of existing processes We close the gaps in your customer journeys with innovative, relevant and valuable services.
• #11 Vi har bevæget os fra “age of manufacturing” til hvad vi nu ofte omtaler som “age of the customer”. Her har kunderne taget magten, og har sat sig selv I en stærk forhandlingsposition med nem adgang til en verden af informationer.
• #12 Nøgleord! Empowered – beføjet, om man vil… Digital Samarbejdende Krævende Menneskelig… HUSK: Arketypen på den nye kunde. De ”gamle” er der stadig, men omfavner I hende her, så vil I sandsynligvis også forbedre oplevelsen for de andre?
• #13 Empowerment: B2B-købere har i høj grad overført deres private online adfærd til deres virksomheds adfærd. B2C-organisationer har reageret på denne tendens ved at anvende teknologi og optimere organisationen til at håndtere denne adfærd. Det ser vi stadig alt for sjældent i B2B. For many product categories, buyers now put off talking with salespeople until they are ready for price quotes.
• #15 Men også købet sker i stigende grad på nettet. Faktisk bruger 40% af køberne mindst halvdelen af deres budget online, … … men måske endnu mere imponerende viser den her undersøgelse, af 6/10 af dem, der køber online, har købt ind for 5.000 dollars ellers mere. Tendensen er klar – også fra andre undersøgelser. B2B-købere bruger større og større beløb online, så det er ikke kun kuglepenne og rengøringsartikler, der bliver shoppet længere.
• #16 Collaboration – vi deler mere og mere med vores kolleger. I indkøbsprocessen er det således ikke unaturligt at distribuere marketingindhold rundt til mere end 25 kolleger inden man træffer beslutningen. Kolleger er på den måde med til at udfylde noget af den funktion, som leverandører tidligere har haft. Konsekvenser? Materiale skal kunne holde til at leve videre – både i indhold og format.
• #17 Apropos content: der er et skisme som man må forholde sig til! ---------- Til sammenligning stoler 2 ud af 3 på det indhold, deres professionelle organisationer producerer – f.eks. Brancheforeninger mv.
• #20 Brief: Connect The Brand and Customer experience To drive engagement A customer-obsessed enterprise focuses its strategy and its budget on the technologies, systems, and processes that win, serve, and retain customers. Our industry keynote speakers highlighted three strategic and operational challenges that today’s marketers must address: connecting with empowered customers; engaging customers once those connections are made; and nurturing customer obsession throughout the organization
• #21 1 . The entire customer lifetimeCustomers’ demand consistent experiences 2. A customer journey (eg. getting a new credit card)Relevance is key to meeting customers’ expectations 3. A touchpoint (eg. filling out the application form)Make sure, you know if this is your moment of truth
• #23 B2C eCommerce Experiences drive the B2B eCommerce experiencehttps://www.dropbox.com/s/u4e3zlpmd5hl20b/Key_Trends_In_B2B_eCommer.pdf?dl=0 Upsell / Cross-sell is not just for regular webshopsUpsell and cross-sell to drive average order value, lines per order and, ultimately conversion rates. Experienced businesses find, that digital customers are more valuable and loyal than analogue only. Convenience will remain king. Don’t let internal processes push customers awayFrom Forrester surveys of experienced B2B eCommerce businesses, many state that support for single sign-on, like LinkedIn or even Facebook can be the difference between a customer and a bounce. Sales services are key strategic battles in both B2C and B2B. Whether it’s free shipping, on-site delivery, no-stock support for customersMany also state flash sales, clearance sales and other tactical incentives to drive demand. Amazon Supply offers “free shipping on $50 orders” and Solar in Denmark delivers within 1 hour for 200 DKK. They even plan to fill customer’s operation trucks with inventory in the morning. Potential in digitalization of B2B business outweighs that of B2C ‘Retargeter’ shows, that B2B retargeting performs almost double that of B2C – probably because the first interest was closer to an actual need than when doing personal shopping: https://retargeter.com/blog/more/case-studies/b2b-retargeting-vs-b2c-retargeting We have a better chance at understanding our customers’ needs, their value chains and customer journeys.https://www.dropbox.com/s/psbtnc7dihh1u73/How_To_Build_A_Strong_B2B.pdf?dl=0 Self-services are far more valuable to B2B as convenience and efficiency means moneyhttps://www.dropbox.com/s/9km1828roak8mvs/Death_Of_A__B2B__Salesman.pdf?dl=0 Risk-aversion is easily addressed with digital and personalized interfaces and communication (wrong decisions in B2B means people loosing their jobs!)https://www.dropbox.com/s/psbtnc7dihh1u73/How_To_Build_A_Strong_B2B.pdf?dl=0 Competitive strength for those overcoming channel conflicts and rethinking customer acquisition and retentionhttps://www.dropbox.com/s/wei3cljdcrfu58b/The_Case_For_Channel-Shif.pdf?dl=0 Letting customers start with order management, re-purchases and direct access to sales via digital channels, means more valuable customers Self-services allows service for low-volume and entry-level customers and makes possible cost out for all customer processes Sales reps are supported in their focus on key accounts and armed with value-added servicing technologyWith eCommerce portals capable of handling low-volume customers, reorders, and replacements, companies are moving sales reps up the value chain and tasking them with putting together higher-margin, more complex solutions instead of point solutions and one-off sales. They're also endeavoring to drive up sales per rep and sales per account by outfitting them with mobile assist technologies, such as smartphones and tablets, so that they can service a larger book of business more effectively and efficiently “Outside-in” as a method to understand, prioritize and draw customers closer B2B businesses are often run by engineers focusing on optimizing their products. That means many B2B suppliers have had their heads in the engine, turning their backs to the customers. This is all changing with more and more vendors understanding, that their competitive advantages will gain from bonding with the customers understanding their customer journeys and how they can attribute to customer value chains.The outside-in approach og customer journey mapping and customer experience management is a winning strategy for research, prioritization and management. Fast-laning: Lets customer order ahead, so they can easily pick up their goods, in the case they don’t get them delivered Intelligent decision tools that can make important recommendations Personalized cross-sell/upsell experiences that drive sales A simplified and expedited login that streamlines the path to purchase B2C-like pricing offers that attract deal-seekers Web-based clearance sales Flash sales Shipping incentives Distributed buying decisions Self-help tools and how-to-guides Advanced site search capabilities
• #26 Brochures = product brochures Corpate brochures = corporate brochures
• #27 CMO Council har interviewet en række Marketing direktører i Nordamerika og spurgt dem om hvilke typer af content, som er mest populære I deres branche. Svaret faldt på de traditionelle produkter, som brochurer/flyers og salgspræsentationer. Da de senere I undersøgelsen blev bedt om at vurdere hvilke typer af content, som rent faktisk resulterer I leads – og som derfor må formodes at have levet op til førnævnte definition – er white papers, større analyser, videoer, webcasts m.v.
• #28 CMO Council har interviewet en række Marketing direktører i Nordamerika og spurgt dem om hvilke typer af content, som er mest populære I deres branche. Svaret faldt på de traditionelle produkter, som brochurer/flyers og salgspræsentationer. Da de senere I undersøgelsen blev bedt om at vurdere hvilke typer af content, som rent faktisk resulterer I leads – og som derfor må formodes at have levet op til førnævnte definition – er white papers, større analyser, videoer, webcasts m.v. Earned media: Hvor lever vores store content universer?
• #29 Strategisk overvejelse Pilen (eller sweetspottet) bevæger sig når du går online I en digital kontekst kan vi måle på om der er et behov på forhånd
• #30 Jeg har gennem de sidste mange år arbejdet med kunderejser og customer experience management. Når jeg gerne vil bruge et par minutter på at tale om det, så er det fordi, at det er væsentligt at B2B virksomheder forstår, at deres content skal tilpasses til at møde kunderne I øjenhøjde, alt afhængig af hvor kunderne befinder sig I kunderejsen. A thorough understanding of the customer journey is necessary to meet the customer with valuable content at the right time.
• #32 Forrester Research har udarbejdet et framework for hvordan man kan forstå en kunderejse. Det er en relativt ligetil øvelse, hvor man typisk vil starte med en kunderejse, der er essentiel for ens virksomhed. Dernæst vil man notere hvad kunden oplever under vejs, samt hvad kunden ”ser” i en håndgribelig form. Arkitekten
• #33 Nu har vi kigget lidt på de mest populære typer af indhold, og hvilke typer af indhold, som giver de her virksomheder mest valuta for pengene. Spørgsmålet der kan melde sig midt I alt det her er selvfølgelig hvordan man sikre sig, at ens indhold er både interessant og relevant. Source: Brief: B2B Content Fails The Customer Engagement Test
• #34 Forrester har kigget på content fra 30 forskellige B2B virksomheder (VMWar,e Morgan Stanley Wealth, Philips Healthcare, Caterpillar, KPMG) fordelt på 6 industrier (Tekonologi, Software, Investeringsbanker, medicalvirksomheder, fabrikanter, services). De 10 kriterier er vurderet ud fra en 4-pkts skala: 0 = Absent 1 = Adhoc tilgang, inkonsistent tiltang 2 = Advanced, consistent, multiple examples 3 = Best practice (demonstrates excellence) Content der booster engagement: Lad kunderne være heltene I dit content. Fortæl deres historier, og hvordan de har brug jeres produkter til at få mere effektive arbejdsgange. Story telling er generelt et tema, som ofte bliver fremhævet. Brug de spændende historier, som I har til rådighed Produktark og stock photos fortæller ikke det samme som en velproduceret video.
• #35 You risk wasting hundreds of thousands of dollars producing content that buyers won’t find valuable unless you focus your content strategy on customers, not your brand and offerings. - Laura Ramos, Forrester Research -
• #37 By changing what, when, and how experiences present content and functionality to customers, personalized experiences transform the relationship between customer and solution, challenging existing notions of quality. Source: Personalization And The Rise Of Individualized Experiences by Tony Costa, December 9, 2014
• #39 Systematized guidance. Individualized experiences combine customer data and intelligent systems, inferring customer needs and providing guidance at the individual level. The Weather Channel’s OutSider app combines customer run performance and profile data with biometeorological weather data to determine and forecast the optimal run conditions for each customer (see Figure 4).6 Using this forecast, customers can schedule runs during times that help them achieve their personal best. The OutSider app incorporates the weather science behind running and translates what that means for runners, making it easier and safer to plan a run and make better running decisions. Amazon historie omkring forkert stik til Philips Hue pærer
• #41 Old: Marketers are currently relying on basic data for personalization and email addresses are the preferred type of data used.
• #42 Spørgsmålet er naturligvis så, hvad vi ved om vores kunder. Dette barchart er baseret på data fra juli 2015, indsamlet af VentureBeat, hvor en række marketingmedarbejdere blev bedt om at svare på hvilke typer af data, som de bruger til at personalisere indholdet på deres websites. Source: http://www.emarketer.com/Article/Marketers-Stuck-on-Basic-Data-Personalization/1012763
• #45 Choose intimacy before exposure and utilize personalized website experiences to drive desirable actions.
• #47 Repurcahse: Customers continue to buy from your company Share of wallet: Customers buy more from you over time Advocacy: Customers say good things about your company to family, friends, co workers and even strangers.
• #49 Companies will struggle making their customers loyal without a fundamental understanding of who they are and what motivates them.
• #50 Craft A Loyalty Strategy That Raises Your Maturity https://www.forrester.com/Craft+A+Loyalty+Strategy+That+Raises+Your+Maturity/fulltext/-/E-res91681 Strategy Grounded in customer insights Customer Data Derived from qualitative and quantitative sources Performance Management Track Emotional and behavioral metrics Program Design Design a program that rewards, recognizes and engages members. Program Execution Ready, set, go.
• #54 Old: Don’t expect to earn your customers devotion with a generic loyalty program.
• #57 Prisen er stadig afgørende: vi har ikke lagt krisen bag os. Prisen dominerer i 55% af alle B2B-indkøb. Faktisk vil 85 % smide deres leverandør på porten til fordel for en konkurrent med lavere pris. Men mere overraskende er, at 7/10 vil fravælge deres leverandør til fordel fdor den med en mere convenient købsproces (dvs. frihed og magt til kunden).
• #58 Introduktion til Amazon Dash. Oprindeligt blev Amazon Dash lanceret som et apparat, du kunne bruge til at scanne hvilke varer, som du gerne vil tilføje til din indkøbsliste på Amazon. Du kunne som forbruger altså gå rundt derhjemme og bestille dine dagligvarer direkte. I april lancerede Amazon så produktet Amazon Dash, hvor ideen er, at du sætter sådan en knap de steder hvor du opbevarer ting som vaskepulver, tandpasta og lignende. Lige nu er det her henvendt til B2C, men hvorfor ikke også tænkte det ind I en B2B kontekst? Når jeg tager den sidste kuglepen, så går jeg I stedet ned I SuperBrugsen og køber flere. Det er kun I Staples interesse at sikre at de får salget.
• #59 Vi skal empower vores sales force – case på hvor sælgere har fået kickass udstyr. Vestas Wind Universe – man kan sidde med en computer og rådgive folk om placering af vindmølle.
• #61 So what does convenience mean? Well, for one it means easy access to the hardcore stuff. As buyers are more informed than ever before, the level of knowledge provided by the sales people needs to be higher than ever. People value interaction with specialists twice as high as with normal sale reps! People want passion og expertise! But experts also need to be able to showcase how the sales will help promote the buyer in his or her career.
• #62 Ved at integrere til en leverandør, skabes en høj grad af lock-in == loyalty
• #63 Hvis I som virksomhed ikke er født ind I eCommerce er der forskel på hvor vel-integreret man er .
• #64 Sell only via distributors –> Only sell small part of sortiment directly  sell via distributors + direct with benefits for distributors -> Sell directly
• #65 Lad os gå ind I et land vi ikke kender, hvor vi ikke har distirbutionsaftaler. De kan hjælpe os med at gå ren eCommerce ind I et nyt land.
• #67 I har brug for de kompetencer
• #68 Implementing our roadmap and maturing our digital business, we can add even more advanced customer engagement strategies to our brand experience
• #69 Be relevant, integrate,