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Content Marketing + Market Segmentation


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Content Marketing and Market Segmentation for B2B Markets - an introduction, How Content can lead to dialog. Segmentation example for technology products and some examples from Krones, Dell, Festool, litago milk, mymuesli

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Content Marketing + Market Segmentation

  1. 1. What isContentMarketing?Dr. Ute Hillmer20.9.2012 Dr. Ute Hillmer
  2. 2. Content Marketing Content marketing equips buyers with the knowledge to make better-informed decisions.The thinking behind it:Central to content marketing is the belief that if businessesdeliver consistent, helpful information to buyers at the righttime, then prospects will ultimately reward the company withtheir purchase and loyalty.20.9.2012 Dr. Ute Hillmer
  3. 3. What is Content Marketing? Content is the reason  people go to your site 20.9.2012 Dr. Ute HillmerDr. Ute Hillmer, Better Reality Marketing 19.12.2011
  4. 4. Give your customers the content theywant… …not what YOU think they need! Picture Dan Zarella20.9.2012 Dr. Ute Hillmer
  5. 5. Why is Content Marketing important? Average person is exposed to 5.000 ads / offers per day Buyers have tuned out marketing20.9.2012 Dr. Ute Hillmer
  6. 6. Think of an Art Gallery Where is the Art?20.9.2012 Dr. Ute Hillmer
  7. 7. People come to see art,not empty frames or empty walls Content is the reason people go to your site20.9.2012 Dr. Ute Hillmer
  8. 8. Content Marketing Fundamentals 1 Shift thinking from marketer to publisher 1. Define a critical group of buyers 2. Determine what info these prospects really need 3. Determine how prospects want to receive info 4. Deliver info for maximum impact on goals 5. Measure and recalibrate20.9.2012 Dr. Ute Hillmer
  9. 9. Content Marketing Fundamentals 220.9.2012 Dr. Ute Hillmer
  10. 10. Content Marketing Fundamentals 3 World views!20.9.2012 Dr. Ute Hillmer
  11. 11. Content Marketing Fundamentals 4 1. Consider the worldview of your target customer group 2. Tell a compelling story for them20.9.2012 Dr. Ute Hillmer
  12. 12. Content Marketing im B2B• Companies don‘t have conversations, PEOPLE have!• B2B is usually about niche problem solving – problems are best solved in teams with many different experts contributing  “niche” CONVERSATIONS• Problem solving requires trust  RELATIONSHIPS• 1:1 Marketing was a buzzword of B2B  n:n20.9.2012 Dr. Ute Hillmer
  13. 13. Content Marketing im B2B• PEOPLE• niche CONVERSATIONS• RELATIONSHIPS• n:n → Social Media Chanels20.9.2012 Dr. Ute Hillmer
  14. 14. What is Content Marketing?20.9.2012 Dr. Ute Hillmer
  15. 15. How to Segmenta Market forContent?20.9.2012 Dr. Ute Hillmer
  16. 16. How to Segment a Market for Content? Age is no longer a key indicator - areas of interests are!20.9.2012 Dr. Ute Hillmer
  17. 17. How to Segment Your Target Market?One Example…20.9.2012 Dr. Ute Hillmer
  18. 18. Take the Market of New Technologies Why do certain innovations diffuse much faster than others? Why do certain innovations have a much longer main street momentum?20.9.2012 Dr. Ute Hillmer
  19. 19. New Technologies usually … change the way how we do things... and we go along happily and fast or not so fast ...20.9.2012 Dr. Ute Hillmer
  20. 20. Successful B2B marketing is…• about segmenting customer experiences to fit the product life cycle and the typical customer profile• about developing and maintaining trust – matching the different customer segments need• about initiating a customer centric dialog that takes the different customer profiles into consideration Behavioral economics!20.9.2012 Dr. Ute Hillmer
  21. 21. Behavioural EconomicsBehavioral economics … study the effects of social, cognitiveand emotional factors on the economic decisions of individualsand institutions and the consequences for market prices, returnsand the resource allocation. The fields are primarily concernedwith the bounds of rationality of economic agents. Behavioralmodels typically integrate insights from psychology with neo-classical economic theory. In so doing they cover a range ofconcepts, methods, and fields.[1]Behavioral analysts are not only concerned with the effects ofmarket decisions but also with public choice, which describesanother source of economic decisions with related biasestowards promoting self-interest.[1] The New Palgrave Dictionary of Economics20.9.2012 Dr. Ute Hillmer
  22. 22. “Innovativeness” = degree to which an individual or a unit is relatively earlier in adopting new technologies than other members of a systemSource: Rogers Diffusion of Innovation 199520.9.2012 Dr. Ute Hillmer
  23. 23. an idealized technology product lifecycle Disruptive Innovation Continuous Innovation Market size Innovators Early Early Late Time Laggards 2,5% Adopters Majority Majority 16% 13,5% 34% 34%20.9.2012 Dr. Ute Hillmer Rogers Diffusion of Innovation 1995
  24. 24. diffusion of innovation varies…Marketsize Time Marketsize Marketsize Time 20.9.2012 Dr. Ute Hillmer Time Rogers Diffusion of Innovation 1995 Moore; Crossing the Chasm 1999.
  25. 25. technology life cycle and its buyercategories Market size Innovators Early Early Late Time Laggards 2,5% Adopters Majority Majority 16% 13,5% 34% 34%20.9.2012 Dr. Ute Hillmer Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
  26. 26. mainstream behaviour Marktgröße Increasingly  conforming behaviourInnovators Early Early Late Laggards Zeit Adopters Majority Majority 20.9.2012 Dr. Ute Hillmer Hillmer, Technology Acceptance in Mechatronics, 2009.
  27. 27. individualistic behaviour Marktgröße Increasingly  individualistic  behaviourInnovators Early Early Late Laggards Zeit Adopters Majority Majority 20.9.2012 Dr. Ute Hillmer Hillmer, Technology Acceptance in Mechatronics, 2009.
  28. 28. Inventors: TechiesTechnology is their life Technology - Crazy – Spend hours to get the product to work – Do everything to help the product – Technology should be for free Forgiving souls – Don’t mind lousy documentation and weird procedures to achieve functionality – Want technology first – no need for a sales channel • Their role: they move technology forward but do not generate much diffusion + generate no income 20.9.2012 Dr. Ute Hillmer Moore; Crossing the Chasm 1999.
  29. 29. VisionariesTechnology enthusiastic businessmen, driven by adream • Businessman first - driven to be the first - new technologies are used to serve their own strategic benefit - don’t want incremental but fundamental improvements - make business world aware of new technologies - not very price-sensitive, have project budget - live in the future - communicate with techies and other visionaries20.9.2012 Dr. Ute Hillmer
  30. 30. Visionaries (2) • Take a risk - love publicity - risky projects - start projects from ground up, don‘t want standards, want to develop them - buy by intuition (but may claim otherwise) - highly motivated, driven by a dream20.9.2012 Dr. Ute Hillmer
  31. 31. Visionaries (3) • Excellent communicators - charismatic; they fight for their project - like to serve as a reference - network with techies and pragmatists - too many references de-motivate visionaries - look for new ideas in communication with intelligent people • Their role: they fund the product development + give the innovation a “real” application20.9.2012 Dr. Ute Hillmer
  32. 32. Pragmatists Look for measurable, incremental improvement Driven by business results - improved productivity • Avoid risk - risk is a negative term - want to work with market leader/ established firms - look for product quality, support, consulting, good interfaces, reliability - want standards, “save buys” - need references - live in the present20.9.2012 Dr. Ute Hillmer
  33. 33. Pragmatists (2) Loyal customers • are interested in company they buy from • revenue and profit must grow steadily “stability” • communicate within company and industry • the first mass market Their role: They hold the key to the mass market BUT: you need to be established in order for them to buy from you but you don‘t get established until they buy from you ! ?20.9.2012 Dr. Ute Hillmer
  34. 34. Pragmatists (3) Consequences out of this profile • One really needs to be familiar with the processes and issues that worry the pragmatists  Offer a clear relative advantage to them20.9.2012 Dr. Ute Hillmer
  35. 35. Conservatives “I don’t have to like the product, even if I use it” - They do what pragmatics do, but later - Invest in technology to keep up with competition - Have low technical competence20.9.2012 Dr. Ute Hillmer
  36. 36. Conservatives (2) - predictable - want everything faster, cheaper, improved - are price sensitive - like bundles, pre-installed solutions - “if it isn’t broken, don’t fix it” - very interested in service and support Their role: huge mass market20.9.2012 Dr. Ute Hillmer
  37. 37. technology life cycle and “the gap” or:why you should focus Market size Innovators Early Early Late Time Laggards 2,5% Adopters Majority Majority 16% 13,5% 34% 34%20.9.2012 Dr. Ute Hillmer Chart based on Moor 1999
  38. 38. Technology Marketing – What role does engagement and dialog play? “20.9.2012 Dr. Ute Hillmer
  39. 39. early adopters = visionaries MarktsizeInnovators Early Early Late Laggards Time Adopters Majority Majority 20.9.2012 Dr. Ute Hillmer
  40. 40. early majority = pragmatists MarktsizeInnovators Early Early Late Laggards Time Adopters Majority Majority 20.9.2012 Dr. Ute Hillmer
  41. 41. Subjective Construction of Reality Each individual sees the world through subjective lenses. Consider typical customer segments and try to capture them socially and emotionally with YOUR STORY! Seth Godin, All Marketeers tell stories, 200920.9.2012 Dr. Ute Hillmer Mischel and Morf, Handbook of self and identity, 2003. Kelly, The psychology of personal constructs, 1991
  42. 42. And now20.9.2012 Dr. Ute Hillmer
  43. 43. Exanples for Well Targeted Content• mymuesli• Dell• Krones• Litago Milch• Jugend gegen Aids• Domino Pizza20.9.2012 Dr. Ute Hillmer
  44. 44. Dell‘s Customer Centric Content20.9.2012 Dr. Ute Hillmer
  45. 45. Content for the User • Facebook „Krones Academy“ Facebook im Doppelpack: Krones und Krones Akademie ca. 2000 Fans Recruiting , Mitarbeiter und Kundenbindung 20.9.2012 Dr. Ute Hillmer
  46. 46. Content for Todays and Future Decision Maker– by Segment20.9.2012 Dr. Ute Hillmer
  47. 47. Content for Todays and Future Decision Maker20.9.2012 Dr. Ute Hillmer
  48. 48. Content for Todays and Future Decision Maker– by Segment20.9.2012 Dr. Ute Hillmer
  49. 49. Content for Future Employees20.9.2012 Dr. Ute Hillmer
  50. 50. Best Practice Innov. Marketing20.9.2012 Dr. Ute Hillmer
  51. 51. Best Practice Innov. Marketing20.9.2012 Dr. Ute Hillmer
  52. 52. mymuesli20.9.2012 Dr. Ute Hillmer
  53. 53. Mymuesli Mixer20.9.2012 Dr. Ute Hillmer
  54. 54. Mymuesli Facebook20.9.2012 Dr. Ute Hillmer
  55. 55. Mymuesli Blog20.9.2012 Dr. Ute Hillmer
  56. 56. Mymuesli Dialog StrategyZielsetzung Kundenerlebnis bieten Informieren + Kundenfeedback in Echtzeit bereitstellen Zuhören & Agieren: frühe Warnsignale erkennen und schnell handelnZielkunde Kunden potentielle KundenSM Strategie Homepage als Kommunikations-zentrale, Blog, FB, Twitter einbinden 20.9.2012 Dr. Ute Hillmer
  57. 57. Litago Milk20.9.2012 Dr. Ute Hillmer
  58. 58. Litago Milk Quelle: Groundswell 2008, S.7720.9.2012 Dr. Ute Hillmer
  59. 59. Litago Milk20.9.2012 Dr. Ute Hillmer
  60. 60. 360° Example: Milk20.9.2012 Dr. Ute Hillmer
  61. 61. Litago Milk on Facebook20.9.2012 Dr. Ute Hillmer
  62. 62. Litago Milk20.9.2012 Dr. Ute Hillmer
  63. 63. Best Practice ‚Supporting‘ IBM developerWorks • IBM developerWorks is a free community and social network for 8 million developers and IT professionals worldwide. It includes content and discussions on open standards, open source, and IBM technical resources in English, Chinese, Japanese, Russian, Korean, Vietnamese, Brazilian Portuguese, and Spanish. It includes 30,000 articles, forums that attract 1 million visitors a month, 400,000 active profiles, 800 bloggers, and 450 wikis. IBM saves $100 million annually from people who use this resource instead of contacting IBM support. 20.9.2012 Dr. Ute HillmerDr. Ute Hillmer, Better Reality Marketing 19.12.2011
  64. 64. Jugend gegen Aids e.V. Pro Bono – Online/Offline20.9.2012 Dr. Ute Hillmer
  65. 65. Jugend gegen Aids e.V. Pro Bono20.9.2012 Dr. Ute Hillmer
  66. 66. Domino’s Social Pizza20.9.2012 Dr. Ute Hillmer
  67. 67. Domino’s Pizza Complains20.9.2012 Dr. Ute Hillmer
  68. 68. at the end,20.9.2012 Dr. Ute Hillmer
  69. 69. Good Content Marketingleads to Good Dialog MarketingView the customer as a partner20.9.2012 Dr. Ute Hillmer
  70. 70. Success in Dialog Marketing meansYou understand where your customersshare their thoughts on… problems, solutions, … about YOU!You understand what your customers talk about…because no one has been waiting for you to lead theconversation… .Join in on existing conversations!20.9.2012 Dr. Ute Hillmer
  71. 71. Success in Social Media – in the Dialog relevance benefit fun20.9.2012 Dr. Ute Hillmer
  72. 72. Goals to be achieved Information‐ Image  Economic Goals Goals Goals Improved customer  Presentation as a market  Awareness, visits,  insight leader registrations,… Improved product Presentation as innovation  Customer loyalty and insight leader ‐penetration Presentation as a Good  Sales and  Generation of ideas Citizen recommendations Cost reduction … …20.9.2012 Dr. Ute Hillmer
  73. 73. Hands on Exploitation Investigate the online + social media activities of one of the following companies:  (Online Composition and Retail)  (B2B)  (Customer Experience)  Festool (B2B for SMEs) Present in 10 minutes/group, what they do online and what you think is useful and what could be improved20.9.2012 Dr. Ute Hillmer
  74. 74. Suggested Reading • Groundswell by Charlene Li, Josh Bernoff • Positioning by Trout and Ries • In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters • What would Google do by Jeff Jarvis • All Marketeers tell Stories by Seth Godin • 1 to 1 Marketing Future by Don Peppers • CRM at the Speed of light by Paul Greenberg • The Long Tail by Chris Anderson • The Wisdom of Crowds by James Surowiecki • Crossing the Chasm by Geoffery Moore • Selling the Dream by Guy Kawasaki20.9.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
  75. 75. This presentation is available in 3 parts in thedownload area of www.better-reality.com20.9.2012 Dr. Ute Hillmer
  76. 76. 20.9.2012 Dr. Ute Hillmer
  77. 77. Dankeschön!20.9.2012 Dr. Ute Hillmer