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20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext

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A presentation on B2B marketing 2.0 for a student event organised by the Marketing Association of the Erasmus University Rotterdam. Aim was to discuss B2B Marketing 2.0 and discuss whether this concept actually exists or whether using 2.0 technologies is something better suited for the B2C market.

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20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext

  1. 1. B2B Marketing Developing markets through social media
  2. 2. Disclaimer <ul><li>The slides in this presentation do not reflect the opion of Logica, but are a representation of the author’s views on B2B Marketing 2.0 and Social Media. No rights can be derived from the content of this presentation. </li></ul><ul><li>In true web 2.0 tradition, this presentation has been created based on widely available material from various sources, such a slideshare.net. When available the sources have been credited. </li></ul>B2B Marketing Event 2008
  3. 3. A quick introduction B2B Marketing Event 2008 Wouter Trumpie CRM Consultant @ Logica 8 years CRM consulting experience Sales & Service Education Interests Employment history
  4. 4. Objective <ul><li>Talk about B2B marketing, share insights on B2B marketing 2.0, interact with you on your views on B2B marketing 2.0 and create a common definition of B2B marketing 2.0. </li></ul><ul><li>Through a 45 minute presentation, an hour long ‘lagerhuis’ discussion, 30 minutes of group work and 15 minutes of co-creation! </li></ul>B2B Marketing Event 2008
  5. 5. Agenda B2B Marketing Event 2008 Logica and CRM 1 B2B Marketing 1.0 2 B2B Marketing 2.0 – power to social media networks 3 B2B Marketing 2.0 – a hype without added value 4
  6. 6. Marketing and CRM B2B Marketing Event 2008 What is CRM? Customer Relationship Management
  7. 7. Elements of CRM B2B Marketing Event 2008 Sales Service Marketing Strategy Process IT Solutions
  8. 8. Logica provides <ul><li>Process </li></ul><ul><ul><li>Management consulting </li></ul></ul><ul><ul><li>Process and business analysis </li></ul></ul><ul><li>IT Solutions </li></ul><ul><ul><li>SAP </li></ul></ul><ul><ul><li>Microsoft Dynamics </li></ul></ul><ul><ul><li>Oracle Siebel </li></ul></ul>B2B Marketing Event 2008
  9. 9. Trends in CRM B2B Marketing Event 2008
  10. 10. Hype cycle for marketing B2B Marketing Event 2008
  11. 11. Agenda B2B Marketing Event 2008 Logica and CRM 1 B2B Marketing 1.0 2 B2B Marketing 2.0 – power to social media networks 3 B2B Marketing 2.0 – a hype without added value 4
  12. 12. Marketing 1.0 – Unidirectional – spreading the message B2B Marketing Event 2008 Company Customers Prospects Suspects Other Product information Marketing message
  13. 13. B2C vs. B2B marketing <ul><li>B2B </li></ul><ul><li>Low volume, slow turnover </li></ul><ul><li>Typically expensive products </li></ul><ul><li>Configurable / tailored products </li></ul><ul><li>Limited use of resellers </li></ul><ul><li>Targeted at decision making units </li></ul><ul><li>B2C </li></ul><ul><li>High volume, high turnover </li></ul><ul><li>Relatively low cost products </li></ul><ul><li>‘ Simple’ products </li></ul><ul><li>Standardize products </li></ul><ul><li>Use of resellers </li></ul><ul><li>Targeted at individuals </li></ul>B2B Marketing Event 2008
  14. 14. B2B marketing 1.0 B2B Marketing Event 2008
  15. 15. B2B marketing trends <ul><li>B2B Marketers spent US$ 77 Billion in 2007 </li></ul><ul><li>Growing market for marketing automation solutions </li></ul><ul><li>Word of Mouth Marketing is becoming increasingly important  Net Promotor Score </li></ul><ul><li>Analytics and data mining on the rise </li></ul>B2B Marketing Event 2008
  16. 16. Agenda B2B Marketing Event 2008 Logica and CRM 1 B2B Marketing 1.0 2 B2B Marketing 2.0 – power to the people 3 B2B Marketing 2.0 – a hype without added value 4
  17. 17. Web 2.0? <ul><li>Interactive </li></ul><ul><li>User generated content </li></ul><ul><li>Two-way communication </li></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social Networks (Linkedin, Hyves, Facebook, Myspace) </li></ul></ul><ul><ul><li>Video and photosharing (Flickr, YouTube) </li></ul></ul><ul><ul><li>Reviews (kieskeurig.nl, elcheapo) </li></ul></ul><ul><ul><li>Wiki’s (Wikipedia, Wetpaint, PbWiki) </li></ul></ul><ul><li>= Social Media </li></ul>B2B Marketing Event 2008
  18. 18. What is Social Media? B2B Marketing Event 2008 Source: wikipedia.org / http://www.slideshare.net/gregverdino/is-this-thing-on “ Social media describes the online technologies and practices that people use to share opinions , insights , experiences and perspectives with each other. Social media can take many different forms, including text, images, audio and video.”
  19. 19. Business social media examples – LinkedIn B2B Marketing Event 2008
  20. 20. Business social media examples – Mobile Monday B2B Marketing Event 2008
  21. 21. Business social media examples – Blogging about Oracle Apps B2B Marketing Event 2008
  22. 22. Business social media examples – Oracle MetaLink B2B Marketing Event 2008
  23. 23. Social media usage statistics B2B Marketing Event 2008 Source: KnowledgeStorm/Universal McCann Emerging Media Studies
  24. 24. Uses of social media by B2B decision makers B2B Marketing Event 2008
  25. 25. Influence of social media B2B Marketing Event 2008 Source: KnowledgeStorm/Universal McCann Emerging Media Studies
  26. 26. Social media – a valuable addition to today’s marketing tools <ul><li>The social oriented internet is a massive opportunity for brands, advertisers and marketers, if embraced properly! </li></ul>B2B Marketing Event 2008
  27. 27. What motivates buying behavior – engagement! B2B Marketing Event 2008
  28. 28. In other words: B2B Marketing 2.0 cloud tag <ul><li>Engagement interaction content two way better segmentation ROI 2.0 Social Media BIG Business Opportunities Conversion Rates Customers Word of Mouth Affiliate marketing LinkedIn Facebook Hyves Myspace Social Networks Blogs Wikis Vodcasts White papers Community Creation </li></ul>B2B Marketing Event 2008
  29. 29. Questions? <ul><li>? </li></ul>B2B Marketing Event 2008
  30. 30. Agenda B2B Marketing Event 2008 Logica and CRM 1 B2B Marketing 1.0 2 B2B Marketing 2.0 – power to social media networks 3 B2B Marketing 2.0 – a hype without added value 4
  31. 31. Social Media is just another short lived trend! <ul><li>In the future everyone will be world-famous for 15 minutes. </li></ul><ul><li>Andy Warhol (1968) </li></ul>B2B Marketing Event 2008
  32. 32. Remember the Internet bubble? <ul><li>Inflated stock prices </li></ul><ul><li>No profits, no sustainability </li></ul><ul><li>Loads of people made a lot of money, and then lost is all! </li></ul><ul><li>Social media and 2.0 will take the same route! </li></ul>B2B Marketing Event 2008
  33. 33. Back to basics, what is B2B marketing? B2B Marketing Event 2008 High volume, Low complexity Low volume, High complexity Products & services
  34. 34. Loads of firms utilise social media, but do not find it effective B2B Marketing Event 2008
  35. 35. B2B Marketing and Social Media do not mix well <ul><li>Personal contact is key! </li></ul><ul><li>Complex products, require detailed explanation </li></ul><ul><li>Nobody will buy a nuclear power plant through LinkedIn. </li></ul>B2B Marketing Event 2008
  36. 36. Bursting the bubble B2B Marketing Event 2008
  37. 37. Social Media <ul><li>Usage is high now, but will die down soon, it’s a hype </li></ul><ul><li>Adoption is up, but </li></ul><ul><li>Only 16% of time on internet is spent using social media (comScore digital world – 03/08) </li></ul><ul><li>Adoption among the over 40 (real decision makers) is a low 23% (comScore digital world – 03/08). </li></ul>B2B Marketing Event 2008
  38. 38. Social != Marketing or Sales B2B Marketing Event 2008
  39. 39. In other words – B2B marketing will remain personal <ul><li>The internet is fine for promotion and advertising </li></ul><ul><li>Use social networks to provide service </li></ul><ul><li>But market and sell through traditional channels! </li></ul>B2B Marketing Event 2008
  40. 40. No. 3 June 2009 Scoping Sonar No. 3 June 2009 Guidelines & Samples

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