3. 3
SMB Marketing
Telefonica UK
Historically the funnel has been weighted towards
sales
Awareness
Leads
Opportunities
Proposal
New
customer
Pull
Marketing
in control
Sales in
control
Push
5. 5
SMB Marketing
Telefonica UK
Our customers world has changed
Customer more powerful
=
Access to
Information
Influence
Insight
Comparison
TRUST
6. 6
SMB Marketing
Telefonica UK
This has changed the buying cycle and we are
responding to this
62% of B2B decision occurs
before first contact
32 daysis the time taken
make to purchase
65% of SMEs show consumer-
like behaviour and buy consumer
mobile
First interaction shifted from Voice to Online but customers still like channel
choice.
7. 7
SMB Marketing
Telefonica UK
3D Autoshape
Influencer impact Social Content
Customer Control
Engagement with
Sales
We need to rethink the role of both sales and
marketing in the digital world.
8. 8
SMB Marketing
Telefonica UK
Key to collaboration not fundamentally changed
but are more important than ever
Do you know each other – Relationships are key
Common goals and shared success
Accountability
Clear process and agreed handoffs
Communication , Communication, Communication
Digital
Marketing &
Search
Social &
Content
o2.co.uk
Omni Channel
Shop & Fulfill
Support
Self Serve
Attract Engage Convert Serve
To : Joined up journey with consistent messaging across all digital touch points and compelling hooks from attract
to convert online and offline, supported by informed measures
Defined user journeys that are informative engaging, and measured with compelling conversion points
9. Business Directorate
Telefónica UK
Conclusion
9
Collaboration is as important as ever and the principles
remain the same
The rules of new digital world have not yet been written
This is a great opportunity for marketing to create more
demand and demonstrate greater value
Notas del editor
75% of SMBs use Online for supplier research and building reconsideration60% of SMB s are making use of Social, more than a 1/3 rely on online reviews to inform decisionCurrently 16% of self employed will purchase mobile online (in store ranks no. 1) We expect customer trends to shift to greater use of Online & Tele for Digital services.