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The power of
messaging in
b2b communication
Engage your customers like never before
Hallo, I´m Matthias “Matze” Mehner
VP Global SaaS Marketing @Sinch
GF & CMO @MessengerPeople
Head of Social Media & Digital Marketing @ProSiebenSat.1
3x Start-Up Founder (all SaaS – never succeeded)
💡👉 whatsapp-experte.de
Customer engagement
through mobile technology
5BN
Users of messaging
Superior conversion
x4
Higher open rate
than email
Consumers’ channels
of choice
+50%
Rank messaging as one
of their preferred ways to
communicate with brands
B2B market:
Overview
B2B e-commerce
revenue
$20.9T
by 2027
Adobe, 2021
B2B online sales
73%
of B2B companies reported
conducting sales online
(compared to 55% in 2020)
B2B buyers
77%
stated that their latest
purchases were complex or
difficult
Gartner, 2021
Digital self-service
new suppliers research
55%
growth in just six months
(08/2020 – 02/2021)
Buyer committees are too
large, and buyer journeys are
too complex
How can you help customers with the right
information at the right time; while maintaining
context for every business and individual?
The customer journey
Awareness
Decision-making
unit involved in
the supplier
change
Junior staff Operational
staff
Senior operational
and procurement
staff
Senior operational
and procurement
staff
Operational and
procurement
staff
Operational
staff
Operational
staff
Drivers that
stimulate
interest in
supplier change
Knowledge Consideration Decision Trial Settle down Relationship
Zone of pain Zone of comfort
50% of customers have
switched suppliers after
a bad experience
Challenge
IDC, 2022
What does a poor B2B
experience look like?
Long waiting times
.
Poor customer service
.
Lack of transparency
.
Hard to contact
.
Lack of content
.
The impact of
poor customer
experience
An average loss of €50,000 in
Monthly Recurring Revenue (MMR)
(Sinch, 2022)
.
According to the Harvard Business
Review: Acquiring a new customer is
anywhere from five to 25 times more
expensive than retaining an existing
one
.
So why is messaging
transforming the B2B
landscape?
Because of messaging
commerce
Think about it—when you’re not talking to
someone face-to-face, where do most of
your conversations happen? For most
people, the answer looks a lot like this…
The fix?
We need to make business
feel personal again.
The way businesses
connect has
changed for good
New customer expectations:
Multiple channels not single
.
Customization not generalization
.
Conversation not ‘do not reply’
.
Business
Needed
Inner circle
Bring out the best of
each channel
How can
messaging help?
The best companies
have reinvented
themselves - away
from products
#allaboutrelationships
Create an impact at
every touchpoint
Lower operational costs
Switch calls from voice to chat
Proactive customer support
2-way messaging - delivery
reminders with the option to reply
Reduce waiting times
Use chatbots for FAQs
Reduce friction
Enable complaints with video and
photo content
Field staff enablement
Awareness
Offer instant answers
Start with a chatbot,
then hand over to an
agent for more complex
questions
Improve lead
generation
Chat channels
Improve the buying
‘experience’
Webchat with a virtual
sales assistant to guide
customers through
offers
Stay in touch
Send follow-up and cart
abandonment messages
on WhatsApp
Consideration Service
Loyalty and customer care
Increase customer lifetime value
Back in stock notifications, low stock
reminders, and updates on product
availability and inventory status
Improve customer communications
With recurring order reminders
Reduce revenue loss
With debt payment reminders
Post-delivery surveys
WHATSAPP
WhatsApp
Overview 2B users
Globally
100B messages
sent everyday
470M new users
by the end of 2022
Consumers across the world are always
connected
Reduce
cost
Automate conversations
and increase agent
efficiency
Drive
revenue
Increase conversion
vs. e-mail or SMS
30-50%
Increased coversion
Improve
CX
Talk to your
customers when and
where they want
20-80%
cost reduction in
customer care
x3 NPS
chat vs. voice
Proven business outcomes with
WhatsApp
2.5B
hours
Projected time savings for
businesses and consumers
from WhatsApp by 2023
75% to 90%
Projected
percentage
of queries to be handled
by WhatsApp in 2022
$112B
Projected value
of WhatsApp e-commerce
transactions by 2023
Hi Eric!
View these new
recommended products
we’ve picked based on
your past purchases
Use cases
“The decisions for WhatsApp
were not only made by us,
but most importantly by our
B2B customers!"
Lukas Ratschke,
Head of Innovations
Transgourmet
Case study
Wholesale food delivery
The challenge
Professional in pick-up and
delivery wholesale. In the
dynamic B2B sector,
communication delays
can lead to lost revenue.
50%
Faster response rate
+20%
Retention rate on
WhatsApp
The solution
Direct service channel
for personalized customer
care via the most popular
messaging apps:
• respond manually via the
WhatsApp service within
their business hours
• Text modules and templates
help providing quick, high-
quality answers. +15%
Upselling revenue
BMW
Case study
Fleet Management Services
The challenge
BMW wanted to inform its
B2B customers in real time
about the service status of
their company car, improve
service quality and reduce
the number of customer calls.
60%
Fewer callback requests
90%
Recommendation rate
for WhatsApp Service
The solution
Customers can now request
the service status of their
vehicle in real-time by simply
sending a message via
WhatsApp.
A Chatbot automatically give
this information via the
connected tracking system
“Follow Now”.
• Status queries
• Appointment agreement
• Service requests
3.800
Processed customer
messages per month
“Our WhatsApp service is
a clear competitive advantage.
Customers even send us
pictures of competitor products
and ask for alternatives."
Tina Spengler
Head of Marketing
Global construction material company
Next steps
A U T O M A T E D A G E N T T I C K E T
Discovery Handover Activation Proactive Comms Resolution Support Closure Case Referral
H U M A N A G E N T
Tickets answered
by bot
Reduction in support inquiries
requiring human intervention
80%
Quicker response times
Reduction in response times
42% Reduced time to
closure
Improved CX
3x Fastest root cause
identification
Time to root cause
4x
Engage
Effect
Connect Chatlayer Contact Contact Pro
Campaigns
It’s time to get closer.
#Marketing
#Content
#B2B
#SaaS
#WhatsApp
# Messaging
#AI
Let´s connect on LinkedIn (linkedin.com/in/matthias-mehner/)
💡👉 whatsapp-experte.de

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The Power of Messaging Apps in B2B Communication (Webinar 22).pptx

  • 1. The power of messaging in b2b communication Engage your customers like never before
  • 2. Hallo, I´m Matthias “Matze” Mehner VP Global SaaS Marketing @Sinch GF & CMO @MessengerPeople Head of Social Media & Digital Marketing @ProSiebenSat.1 3x Start-Up Founder (all SaaS – never succeeded) 💡👉 whatsapp-experte.de
  • 3. Customer engagement through mobile technology 5BN Users of messaging Superior conversion x4 Higher open rate than email Consumers’ channels of choice +50% Rank messaging as one of their preferred ways to communicate with brands
  • 4. B2B market: Overview B2B e-commerce revenue $20.9T by 2027 Adobe, 2021 B2B online sales 73% of B2B companies reported conducting sales online (compared to 55% in 2020) B2B buyers 77% stated that their latest purchases were complex or difficult Gartner, 2021 Digital self-service new suppliers research 55% growth in just six months (08/2020 – 02/2021)
  • 5. Buyer committees are too large, and buyer journeys are too complex How can you help customers with the right information at the right time; while maintaining context for every business and individual?
  • 6. The customer journey Awareness Decision-making unit involved in the supplier change Junior staff Operational staff Senior operational and procurement staff Senior operational and procurement staff Operational and procurement staff Operational staff Operational staff Drivers that stimulate interest in supplier change Knowledge Consideration Decision Trial Settle down Relationship Zone of pain Zone of comfort
  • 7. 50% of customers have switched suppliers after a bad experience Challenge IDC, 2022
  • 8. What does a poor B2B experience look like? Long waiting times . Poor customer service . Lack of transparency . Hard to contact . Lack of content .
  • 9. The impact of poor customer experience An average loss of €50,000 in Monthly Recurring Revenue (MMR) (Sinch, 2022) . According to the Harvard Business Review: Acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one .
  • 10. So why is messaging transforming the B2B landscape?
  • 11. Because of messaging commerce Think about it—when you’re not talking to someone face-to-face, where do most of your conversations happen? For most people, the answer looks a lot like this… The fix? We need to make business feel personal again.
  • 12. The way businesses connect has changed for good New customer expectations: Multiple channels not single . Customization not generalization . Conversation not ‘do not reply’ .
  • 14. Bring out the best of each channel
  • 16. The best companies have reinvented themselves - away from products #allaboutrelationships
  • 17. Create an impact at every touchpoint Lower operational costs Switch calls from voice to chat Proactive customer support 2-way messaging - delivery reminders with the option to reply Reduce waiting times Use chatbots for FAQs Reduce friction Enable complaints with video and photo content Field staff enablement Awareness Offer instant answers Start with a chatbot, then hand over to an agent for more complex questions Improve lead generation Chat channels Improve the buying ‘experience’ Webchat with a virtual sales assistant to guide customers through offers Stay in touch Send follow-up and cart abandonment messages on WhatsApp Consideration Service Loyalty and customer care Increase customer lifetime value Back in stock notifications, low stock reminders, and updates on product availability and inventory status Improve customer communications With recurring order reminders Reduce revenue loss With debt payment reminders Post-delivery surveys
  • 19. WhatsApp Overview 2B users Globally 100B messages sent everyday 470M new users by the end of 2022
  • 20. Consumers across the world are always connected
  • 21. Reduce cost Automate conversations and increase agent efficiency Drive revenue Increase conversion vs. e-mail or SMS 30-50% Increased coversion Improve CX Talk to your customers when and where they want 20-80% cost reduction in customer care x3 NPS chat vs. voice Proven business outcomes with WhatsApp
  • 22. 2.5B hours Projected time savings for businesses and consumers from WhatsApp by 2023 75% to 90% Projected percentage of queries to be handled by WhatsApp in 2022 $112B Projected value of WhatsApp e-commerce transactions by 2023 Hi Eric! View these new recommended products we’ve picked based on your past purchases
  • 24. “The decisions for WhatsApp were not only made by us, but most importantly by our B2B customers!" Lukas Ratschke, Head of Innovations
  • 25. Transgourmet Case study Wholesale food delivery The challenge Professional in pick-up and delivery wholesale. In the dynamic B2B sector, communication delays can lead to lost revenue. 50% Faster response rate +20% Retention rate on WhatsApp The solution Direct service channel for personalized customer care via the most popular messaging apps: • respond manually via the WhatsApp service within their business hours • Text modules and templates help providing quick, high- quality answers. +15% Upselling revenue
  • 26. BMW Case study Fleet Management Services The challenge BMW wanted to inform its B2B customers in real time about the service status of their company car, improve service quality and reduce the number of customer calls. 60% Fewer callback requests 90% Recommendation rate for WhatsApp Service The solution Customers can now request the service status of their vehicle in real-time by simply sending a message via WhatsApp. A Chatbot automatically give this information via the connected tracking system “Follow Now”. • Status queries • Appointment agreement • Service requests 3.800 Processed customer messages per month
  • 27. “Our WhatsApp service is a clear competitive advantage. Customers even send us pictures of competitor products and ask for alternatives." Tina Spengler Head of Marketing Global construction material company
  • 29. A U T O M A T E D A G E N T T I C K E T Discovery Handover Activation Proactive Comms Resolution Support Closure Case Referral H U M A N A G E N T Tickets answered by bot Reduction in support inquiries requiring human intervention 80% Quicker response times Reduction in response times 42% Reduced time to closure Improved CX 3x Fastest root cause identification Time to root cause 4x Engage Effect Connect Chatlayer Contact Contact Pro Campaigns
  • 30. It’s time to get closer.
  • 31. #Marketing #Content #B2B #SaaS #WhatsApp # Messaging #AI Let´s connect on LinkedIn (linkedin.com/in/matthias-mehner/) 💡👉 whatsapp-experte.de

Editor's Notes

  1.  In 2021, 73 percent of B2B companies reported conducting sales online (compared to 55 percent in 2020). . https://blog.adobe.com/en/publish/2021/10/28/how-manufacturers-distributors-can-implement-new-era-of-self-service-in-b2b-commerce#gs.pug8hb According to research from DHL Express, B2B ecommerce revenues are expected to top $20.9 trillion dollars by 2027, but currently the majority of B2B revenue still comes from offline channels, primarily through a direct sales or channel partner. This presents both an opportunity and a challenge for digital transformation leaders to implement a nuanced digital commerce strategy across the enterprise. - B2B buyers research, browse and buy directly from your e-commerce website or an enterprise B2B marketplace with little to no interaction with your salesforce. In 2021, 73 percent of B2B companies reported conducting sales online (compared to 55 percent in 2020). https://globalpartnerstraining.com/manufacturing-customer-service/ digital self-service for researching new suppliers went from 22% in August 2020 to 34% in February 2021. That’s a 55% increase in just six months.  Phone, email and on-site support will always be essential aspects of customer service. And while newer customer service channels like live chat and chatbots may seem more applicable to B2C relationships than B2B, they are increasingly being used by manufacturers as well. According to the Manufacturing section of the Salesforce study results, 24% of decision makers currently use artificial intelligence (AI) chatbots at their organization and 33% are planning to use them within 18 months. What actions could you take to make it easier for your customers to talk to you?
  2. All that while having in mind the complex customer journey with multiple stakeholders. It’s important to have the whole customer communication and history in the background when communicating with every stakeholder
  3. All that while having in mind the complex customer journey with multiple stakeholders. It’s important to have the whole customer communication and history in the background when communicating with every stakeholder
  4. We’ve done a survey of our top 50 B2B customer’s customers – and found out these are some of the most important
  5. We’ve done a survey of our top 50 B2B customer’s customers – and found out these are some of the most important
  6. Brands are constantly looking for new ways to interact with customers. In the search for engagement and better service, brands have been developing conversational experiences.   Beyond engagement, brands are also conducting commerce through conversations -- 83% of consumers contact a business over messaging to learn about a product or service, 76% to get support and 75% to make a purchase. Conversational commerce involves messaging with consumers and allowing them to make purchases over platforms like Facebook Messenger, WhatsApp, iMessage, Viber, Alexa and Assistant. Consumers can not only ask for information or support over chat, but also order groceries, buy clothes or book travel. Conversational commerce offers businesses an entirely new channel that prioritizes convenience and personalization in a world where consumers demand immediate responses and tailored recommendations. My company, SnapTravel, was one of the first to adopt conversational commerce, having built the first travel chatbot on Facebook Messenger before the Messenger SDK was officially released in April 2016. Three years later, with over 2.5 million users and $100 million in sales, we can say that conversational commerce is here to stay. As messaging apps and voice platforms continue to rise in popularity, artificial intelligence (AI) technology reaches a tipping point and big brands and platforms invest more in chat experiences, conversational commerce will likely have a breakout year. Messaging Is King Today's consumers are messaging-obsessed. In the United States alone, 149.8 million people used a mobile messaging app in 2018, according to eMarketer. Devices like Amazon Alexa and Google Home are also rapidly growing in popularity, with over one billion digital voice assistants in use. Brands are noticing and acting on this shift in consumer preferences, and consumers are appreciative. A survey commissioned by Facebook found that over 58% of respondents felt more confident messaging a business, rather than calling or filling out a contact form online. Beyond convenience, messaging makes it easier to connect with consumers in a more personal way through features like GIFs and emojis.
  7. MICHAEL
  8. MICHAEL
  9. Enterprises are looking for richer messaging capabilities that enable them to engage more deeply with their customers, securely and at scale in the previous diagram we talked about climbing the pyramid the offer different types of services as businesses are able to scale their conversational offerings but here I'd like to walk you through some of the opportunities to use conversational messaging all through the customer journey.
  10. Storyline: got 3 factors for you!