B2B Marketing Transformation

© 2014 IBM Corporation
From Mass Marketing to
'Systems of Engagement'
(with special Focus on B2B)
Stefan Pfeiffer – Marketing Social Business Europe
May 2014
Document number

OR: 10 Ingredients
for a Successful
'System of
Engagement'
in Marketing

Buyer dynamic changes the role of B2B Marketing
„Although it varies greatly with product complexity and market
maturity, today’s buyers might be anywhere from two-thirds to 90%
of the way through their journey before they reach out to the vendor.
For many product categories, buyers now put off talking with
salespeople until they are ready for price quotes. “
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey/

The Disappearing Sales Process
„According to the study, customers reported to being nearly 60
percent through the sales process before engaging a sales
rep, regardless of price point. More accurately, 57 percent of
the sales process just disappeared.“
Source: http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/

Todays Marketing is no (longer) the Megaphone Approach

The Death of Mass Marketing ....
 Marketiers are used ...

to send Direct Mail

to send E-Mail

to let prospects
being called by
TeleAgents

and meanwhile to
spread Marketing
SPAM through
Social Media
7

The Time of (Marketing) SPAM should be over ...
8

The Time of (Marketing) SPAM should be over ...
… and this includes SPAM on Social Channels

... in the Age of 'OptOu't and 'Unsubscribe'
 Customers are bored by non
personalized, non-valuable Marketing
Messages and SPAM
 Customers tend to opt out of mailing
lists and newsletters because of no
value
 Data Privacy Regulations get more
and more rigid - from Email to Calling

From Mass Marketing to 'Systems of Engagement' ...
http://blogs.forrester.com/ted_schadler/12-02-14-a_billion_smartphones_require_new_systems_of_engagement
Defined by
Geoffrey Moore
Illustrated by
Forrester
Research

… or from 'Inbound' to 'Outbound' Marketing
Full Infographic under http://mashable.com/2011/10/30/inbound-outbound-marketing/

A B2B Buyer's Journey ...
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey#

Which Information Sources do B2B Buyers use when?
Source:Text100 Influence Index: Paving the Path to Advocacy - See more at:
http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf

Which Information Sources are most influential for B2B Buyers?

© 2014 IBM Corporation16
Offline interactions Web site activity
Web ads
Mass media data
Call center
Email
Social
The Customer in the Centre ...
... and provide Value to him

© 2014 IBM Corporation17
'Systems of engagement': Focus on the Individual,

10 Ingredients
for a Successful
'System of
Engagement'
in Marketing

10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social

Integrate „Owned“, „Paid“, „Earned“ and „Social“
Row 1 Row 2 Row 3 Row 4
0
2
4
6
8
10
12
Column 1
Column 2
Column 3
http://www.previewnetworks.com/blog/earned-social-media-strategy-difference/

(2) Make Your Web Site THE Center of Content,
Interaction and Engagement

© 2014 IBM Corporation@TechieDaveJ
Continous Improvement of Your Web Site -
Tracking customer activity to learn what they want most

(2) Make Your Web Site THE Center of Content, Interaction and
Engagement
(3) Content is King – Deliver the content the
customer wants

Content Consumption by Role
What do technology buyers look for in
content?
WHITE PAPERS—Respondents are most
disappointed by too much focus on
vendor or product information. ...
CASE STUDIES—In general, buyers
overwhelmingly prefer traditional written
case studies to those presented as
audio, video, one-page summaries, ...
VIDEO—Buyers most want video that
features a relevant topic, followed by a
high production value. Humor is also
highly rated. That suggests buyers want
to be entertained as well as informed.
“Customer Engagement: The Role of Content in the IT Purchase
Process,” IDG Enterprise, September 2013.
Eccolo Media 2014 B2B Technology Content Survey Report

Asets ranked Very or Extremely Influential
Eccolo Media 2014 B2B Technology Content Survey Report

26
IBM sponsorship branding and
SMAC categories
Introduction of the
Experts
Question of the
week
Videos
Newest theme articles
IBM_Experts
Twitter feed
Ask the experts:
User questions & Expert answers
Downloads
Meet the IBM
Experts Mobile
readers articles/posts
Example: IBM Expert
@Computerwoche.d

Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories

The Making of „Made with IBM“
https://www.youtube.com/watch?v=XOcOQS1jH2E
Neue Kampagne #MadeWithIBM – Von TV Spots, Story Telling und viralem Marketing (German lan

Story Telling: Made with IBM
#MadeWithIBM
The Video
The website:
ibm.com/MadewithSocial

How to write a #MadeWithIBM Story ...

Engagement
(5) Make the Customer Experience as Personal as
possible and understand your Customer

„IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring
marketing automation vendor SilverPop.This expands IBM’s capabilities to scale
personalized customer engagement beyond Unica—certainly in email, but across all digital
channels.“
http://www.altimetergroup.com/2014/04/battle-of-the-marketing-clouds.html
Add Behavioral Marketing and Personalization Abilities to Enterprise
Marketing Management

„While IBM has an army of assets in play for marketing, the reality is that you need mass
personalization at scale to deliver on relevancy and context. Silverpop brings this and their
ability to effectively keep identities in context regardless of how that individual is engaging
inside a brand and potentially with other brands. The benefit of Silverpop is that it's not
limited to just B2B or B2C. It's been effective for customers across all types of companies.”
Ray Wang, Constellation Research on CMSWire
„You need Mass Personalization at scale to deliver on Relevancy
and Context“

Engagement
(5) Make the Customer Experience as Personal as possible and
understand your Customer
(6) Understand your Social Business Network

„The Social Business Network“
http://www.forbes.com/sites/joelyork/2013/04/10/the-social-business-network/

… but in Reality it often looks like this

'Social Listening' – Get aware, what is happening in your segment
'Social Analytics' – Identify the Influencers and the Places to go

Engagement
(7) Identify who is influencing your customers

On the Importance of Influencers and Influencer Marketing

Engagement
(8) Understand the Power (and the Risk) of
Recommendations

Those not Recommended Today, will not be Bought Tomorrow –
and will be Dead the Day after

Gartner Says By 2014, 10-15 Percent of Social Media Reviews to
Be Fake, Paid for By Companies
„With over half of the Internet's population on social networks, organizations are scrambling for
new ways to build bigger follower bases, generate more hits on videos, garner more
positive reviews than their competitors and solicit ‘likes’ on their Facebook pages,” said
Jenny Sussin, senior research analyst at Gartner. “Many marketers have turned to paying
for positive reviews with cash, coupons and promotions including additional hits on
YouTube videos in order to pique site visitors' interests in the hope of increasing sales,
customer loyalty and customer advocacy through social media ‘word of mouth’
campaigns.”
http://www.gartner.com/newsroom/id/2161315

Engagement
(8) Understand the Power (and the Risk) of Recommendations
(9) Activate your Customers

What would your Customers do for you?

What are Customers doing even if you don't know …

„Your Customers are an Extension of Your Organization“
„Your users and customers are now, more than ever, your boss. They’re an extension of your
organization. They’re your:
* Evangelists through word of mouth recommendations
* Sales people through referral networks
* Marketing arm through ratings and reviews
* Customer support through forums and user groups“
Source: http://bloomthink.com/2014/04/30/the-top-4-key-concepts-driving-digital-transformation/

Engagement
(8) Understand the Power (and the Risk) of Recommendations
(9) Activate your Customers
(10) Social Everyone – Activate your workforce

Everyone Social -
Activate and motivate
your Employees to be
your Ambassadors
Sales People in Business
Networks
Advocates in Blogs
HR on Recruiting Sites
Technical Experts in Blogs,
Forums and User Groups
Customer Support IN Social
Channels
Marketing orchestrating Social
Channels
Product Development in User
Groups...

„Don’t expect every employee to jump on the advocacy bandwagon“

Understand what the Customers really want!
„All customer experiences must be positive
* Sales engagements should not
be one-off engagements
* Long-term relationships must be built and maintained
* Sales enablement is critical
* The relationship does not stop once
the installation is complete or the warranty expires
*Customers want to hear about how others
have addressed similar challenges successfully“
Source: Text100 - Influence Index: Paving The Path To Advocacy - Global Insight Into The B2B decision-Maker Journey

Stefan Pfeiffer
Marketing Lead Social
Business Europe
IBM Deutschland GmbH
Wilhelm Fay Str. 30-34
65936 Frankfurt
Tel +49-7034-643-1233
Stefan.Pfeiffer@de.ibm.com
Twitter: DigitalNaiv
Blog: http://digitalnaiv.com
Vielen Dank! Thank you! Merci beaucoup!

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