![“Our customers do research on their work computer”. You’re wrong. Your customers are
connected to their work throughout the day: commuting, waiting for coffee, in meetings,
during meals. They consume information from email, text messages, social media,
publishers, Google searches. Not all of this information is relevant to a specific customer
journey, but there are micro-moments where this may apply to your business.
micro-moment !
[mahy-kroh] - [moh-muh nt] !
!
a series of fractured, intent-driven moments
that costumers find themselves in
throughout the day when decisions are
being made and preferences shaped.!
!
The raise of Micromoments (as well for B2B)
#dm_dialoge, @luisella!](https://image.slidesharecdn.com/theb2bdigitalpioneerdigitalmarketingdialogoct2015-151119091548-lva1-app6892/85/The-B2B-Digital-Pioneer-6-320.jpg)
Uploaded byLuisella Giani
The B2B Digital Pioneer
The document discusses the transformative impact of digital marketing on B2B companies, emphasizing the shift from product-centric to customer-centric strategies. Key concepts include the importance of understanding customer journeys through micro-moments, leveraging content marketing, and adopting flexible infrastructure amidst changing consumer behaviors. It highlights the necessity for companies to engage with their customers actively and innovate beyond traditional practices to succeed in the digital landscape.
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The B2B Digital Pioneer
- 1. The B2B digitalpioneer " Digital Marketing Dialog Benelux October 13th, Amsterdam ! ! Luisella Giani ! @luisella #DM_Dialogue
- 2. #dm_dialoge, @luisella! What doesit mean Pioneer in B2B?
- 3. #dm_dialoge, @luisella! Innovation inB2B is often equal to Product Innovation. Product Innovation considered by B2B companies as the only key differentiator and USP.
- 4. Time to wakeup #dm_dialoge, @luisella! What your customers think? ! Digital is changing B2B marketplace in a disruptive way, NOT product related.! 89% of B2B researchers use the internet during the research process. Radical SHIFT in: ! How purchasing decisions are made ! Who is responsible for them?! ! Source: Think with Google" B2B Path to purchase 2014 Google Millward-Brown 2014
- 5. TRUST SHARE PEER REVIEW COM PARE PURCHASE DECIDE EVANGELIZE RESEARCH SHARE DISCOVER SEARCH RESEARCH TRUST AWARENESS CONSIDERATION PURCHASE BUYER INFLUENCER Digital Peers Email Events Social Web Company websites Sales PREFERENCE LOYALTY ACTION AWARENESS CONSIDERATION #dm_dialoge, @luisella! From Funnel to Complex Customer Experience INBOUND
- 6. “Our customers doresearch on their work computer”. You’re wrong. Your customers are connected to their work throughout the day: commuting, waiting for coffee, in meetings, during meals. They consume information from email, text messages, social media, publishers, Google searches. Not all of this information is relevant to a specific customer journey, but there are micro-moments where this may apply to your business. micro-moment ! [mahy-kroh] - [moh-muh nt] ! ! a series of fractured, intent-driven moments that costumers find themselves in throughout the day when decisions are being made and preferences shaped.! ! The raise of Micromoments (as well for B2B) #dm_dialoge, @luisella!
- 7. Listen to yourcustomers, don’t rely on the average data to understand them. Go beyond NPS. Create a consistent and useful customer experience. Match all the possible data to deliver the right message at the right timing, offering the right content fitting with the device he/she’s using. Campaigns are dead. CONTEXT and CONTENT are the fuel for engaging your prospects and customers. Context Matters. It can change the eXperience #dm_dialoge, @luisella!
- 8. #dm_dialoge, @luisella! Is theC of CX meaning Company or Customer? " 82% sellers are OUT OF SYNC with their buyers. They pitch the product, they don’t listen to the customer. Being a B2B Digital Pioneer means shifting from Product Centric to a truly CUSTOMER CENTRIC approach. Source: salesforce.com report #1
- 9. Multibrand/ multicountries eCommerce CMS ANALYTICS PIM Translation SILOS APPROACH Middleware Singlesign on Customized services elearning Merchandise webshop Country webshop Direct emailing ERP CRM #dm_dialoge, @luisella! Brands and corporate websites – multibrands/ multicountries ANALYTICS Translation CMS DAM Technical info DB Translation Dealing with a complex and fragmented infrastructure?
- 10. #dm_dialoge, @luisella! #2 Don’tbe stuck focusing on building the perfect infrastructure…technology and consumers are evolving faster than your infrastructure. Accept it. Find a good compromise between one enviroment and the best in class tools. Avoid tools customization. Focus on flexibility and agility. Clouds, virtualization, API. Entreprise infrastructure will be composable.
- 11. #dm_dialoge, @luisella! Culture eats(digital) strategy for breakfast. Technology for lunch, and products for dinner, and soon thereafter everything else too. (P. Drucker) (B. Aulet)
- 12. #dm_dialoge, @luisella! Cross teamsengagement Chicken or pig? Build the strategy involving and engaging different teams and key stakeholders. Digital transformation means to change IT, business models, marketing, sales channels, distribution… and people mindset. It is a complex change management exercise. Once the vision is built share with the rest of the company. Everyone must be aware of the strategy.
- 13. #dm_dialoge, @luisella! If youwant to suceed in pioneering digital be aware of the company culture. Culture is the DNA of a company. #3
- 14. Marketing Sales #dm_dialoge, @luisella! Companymaterial, training, interaction with sales reps Contact with the brand starts early in the process. The B2B company can control the journey through the sales reps. Print, banner ads, PR, tutorial, OOH, fair and events, training… Where you can be part of the conversation? Past
- 15. #dm_dialoge, @luisella! Prospects contactthe brand after as much as 80% of the buyer journey is completed. Marketing owns a much bigger piece of the lead to revenue. Search, company websites, social media, email marketing, blogs and forum,peers reviews, banner, fair and events, PR, ads, training… Where you can be part of the conversation? Present! Marketing Quote, ecommerce, sales reps Sales Post-purchase experience Peers reviews, blogs, forum, WOM…
- 16. 25% Contacted the manufacturer 42% Compared features 43% Read product info 48%! Compared prices WhatB2B buyers do online? Source: Think with Google" B2B Path to purchase 2014 Google Millward-Brown 2014 #dm_dialoge, @luisella!
- 17. #dm_dialoge, @luisella! 71% starta search with a generic query Looking for product first, not for your brand
- 18. #dm_dialoge, @luisella! Go beyondyour brand B2B companies commonly fail in producing the basic content that provides education on the solution they are providing. Companies typically gear their content to customers that already know what they want, and position their products with brand names and incomprehensible jargon.This content doesn't properly educate the consumer and doesn’t reach them when they are still impressionable.
- 19. #dm_dialoge, @luisella! It's notenough just to bid on your brand terms. Influence and decision making are happening earlier on in the purchasing path. Go beyond your brand. #4
- 20. Winning vendor content andpresence on digital had an impact on the buying decision 64%! Agrees that the number of sources to search and evaluate a vendor increased 68%! Waited longer than a year to initiate a contact with a vendor 40%! #dm_dialoge, @luisella! Source: Demand Gen The 2014 B2B Buyer Behaviour Study Digital Content impact on vendor selection 9 out of 10 B2B buyers say when they’re ready to buy they’ll find you. 81% start the process with a web search
- 21. Maersk Line toTrack Refrigerated Container with AT&T Technology Maersk Line said it would equip 290,000 of its refrigerated containers, known in the industry as reefer boxes, with the AT&T technology. The containers will be equipped with a temperature SIM card, a GPS unit and a radio and antenna that will monitor their condition aboard vessels or on land. #dm_dialoge, @luisella! Social media strategy defined in October 2011. Now active in 9 channels Facebook (+1.1mio fans) focus on pictures, video, timelapse, hashtag. Twitter 118K followers. Instagram 38K followers. Linkedin: logistic groups, trade events, fairs. B2B marketing can be fun and entertaining
- 22. Leverage content creatednot for digital. Break down the walls between Marketing, PR and sales. Identify the experts in your company. Involve your colleagues in content creation, leverage their expertise. Try new formats like “how to” video. You do have inhouse content. Yes, you do. #dm_dialoge, @luisella!
- 23. Content marketing strategies REASONTO SHARE High Low REASONTO CARE Low High Conversational" Let’s talk about us Publicity Real time, social media, it can become viral or convictional. Viral" Let’s talk about we Provocation Contain 2 strong motivators: reason to share and reason to care Vanity " Let’s talk about me Propaganda Traditional mktg, TV, PR, product placement, outbound mktg. Convictional" Let’s talk about you Personalization Storytelling, company transparency, humanizing brands. Evoke emotional responses, often start with a conversation leading to action #dm_dialoge, @luisella!
- 24. #dm_dialoge, @luisella! MOST EFFECTIVE OVERALL AVERAGE LEAST EFFECTIVE Has adocumented CONTENT STRATEGY 66% 44% 11% Has someone who oversee content and marketing strategy 86% 73% 46% Average numbers of tactics used 15% 13% 10% Average numbers of social media platforms used 7% 6% 4% Percent of marketing BUDGET spent in content marketing 39% 30% 16% Challenged with producing engaging content 35% 47% 61% Profile of best in class B2B content marketer Source: B2B content marketing 2014 US
- 25. Communication is interactive,2 ways Communication is one way #dm_dialoge, @luisella! Inbound Outbound Costumers come to you via search engines, social media, referrals… Marketers provide value. Marketers seek to entertain and educate Costumers are sought via print, TV, banners, adv, cold calls Marketer provides little to no added value. Marketers seek rarely to entertain and educate Earns their way in Buy, beg or bug their way in Most effective tactis of inbound marketing: CONTENT MARKETING and SOCIAL MEDIA PARTICIPATION. White papers, how to video, ebooks, infographics, blogs. Content sharing through social media facilitates VIRALITY. Content syndication help to optimize RANKING on search engines. Content can create massive buzz, driving leads and improving sales.
- 26. #dm_dialoge, @luisella! Inbound Marketing:any tactic to earn people interest instead of buying it. Consider it like dating your costumer. Create quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time. #5 Focus on InBound marketing
- 27. Professional buyer Expert Well trained,rational Not professional buyer Knowledge gap No formal training, Emotional BUYER BEHAVIOUR #dm_dialoge, @luisella! B2B B2C Large quantities Volume discount Customized solutions Sales reps main driver for promoting the product, for looking for prospects and closing the deal. Small volumes Discount based on mktg campaign Standardized solutions Sales reps less important for promoting the product Buyers engaging with the vendors later in the process. PRODUCT PROMOTION
- 28. #dm_dialoge, @luisella! For certaincommon scenarios now, self-service eCommerce websites can serve B2B buyers more effectively than salespeople can. Educate the salesforce to improve f2f sales pitch. To move some of the f2f interaction to online /chat service should not only be considered as cost saving but as an opportunity to grow and serve. The evolution of sales representatives
- 29. #6 Convergence betweenB2C and B2B Convergence between B2C and B2B driven by DIGITAL TRANSPARENCY, real time access to information…. B2B brands can EXPLORE NEW CHANNELS ! and content formats that were previously out of their reach. Digital gives B2B brands a cheap, mass reach channel. CONTENT and SUPPORT SERVICES are the new differentiators. PRODUCT: B2B going into standardization PROMOTION: B2B sales rep less important for promoting the product. Close can happen via sales rep or via ecommerce #dm_dialoge, @luisella!
- 30. #dm_dialoge, @luisella! #6 #5 #4 #3 #2 #1 Customercentric approach Convergence between B2C and B2B Inbound marketing Dare to change company culture Infrastructure: smart compromise Go beyond the brand
- 31.