SlideShare una empresa de Scribd logo
1 de 53
Descargar para leer sin conexión
Marketing Innovation in an
Era of Digital Darwinism
Brian Solis, Principal Analyst and Futurist
Altimeter, the digital analyst group at Prophet
@briansolis
Humanizing The B2B Decision-Making Journey
“I love brochureware!”
- Said no B2B customer ever
“I love legal-approved
marketing messages.”
From Monologue to Dialogue
Viral
Influence
Growth Hacking
Programmatic
Transparency
Algorithm
AI
Omnichannel
Crosschannel
Attribution
Authenticity
Snackable
AR/VR
Infographic Storytelling
Remarketing
Remarketing
Dynamic
Millennial
The language of marketers vs. the language of customers
Humanizing The B2B Decision-Making Journey
We are not
Our Customers
Executives
Business Outcomes
Costs/Profit
Shareholders/Stakeholders
Scale
Growth
Customers
Professional Goals
Personal Values
Usefulness
Convenience
ImmediacyExperienceDivide
I tried to be
innovative, but I
got held up trying
to justify my ideas.
For marketers to innovate, takes an
honest and introspective analysis of
to today’s work and standards.
B2B
B2C
B2B2C
P2PPeople to People
The roadmap
from IQ to EQ to
HQ
Change
begins here
and here
and here
Business “as usual” is an outdated mindset. Modern
customers are connected and empowered. They want
things NOW and PERSONALIZED in the moments that
matter how they communicate, discover & connect.
NORMAL
THE
NEW
OPPORTUNITIES
PRIORITIES
Businesses that mapped the
customer journey within the
last year.
Down (54%) from 2016.
Roadmaps are developed and
investments are made without
understanding customers.
35%
Mobile has changed everything.
People look at their phones 1,500x each week.
They spend 177 minutes on their phone per day.
Humanizing The B2B Decision-Making Journey
Humanizing The B2B Decision-Making Journey
Consumers
expect more
They're over-
informed
Make critical
decisions using
mobile
They rely on
social and
reviews
They expect
answers +
transparency
Generation-C
(Connected)
Ladies and gentlemen,
The Cluster Funnel
71% of customers say that inconsistent
cross-channel messaging negatively
affects the experience.
(Forrester)
Credibility of CEOs is at an
all-time low, with a 12-point
decline in the last year.
“A person like yourself” is
as credible a source for
information about a
company as a technical or
academic expert.
Source: Edelman Trust Barometer
Humanizing The B2B Decision-Making Journey
Humanizing The B2B Decision-Making Journey
The 90s
called…
They want their
Internet back.
“B2B marketing leaders are using
mobile to engage customers…reducing
purchase time and increasing customer
loyalty. Mobile is influencing an average
of more than 40% of their revenue.”
- BCG
Innovation is all the work you
do to conform to expectations
and aspirations of people as
they evolve instead of making
them conform to your legacy
perspectives, assumptions,
processes and metrics
of success.
Humanizing The B2B Decision-Making Journey
The Rise of Advisor Businesses
B2B Marketing Experience Lifecycle
“Know Me”
The B2B
B2B2C
B2C P2P
Marketing
Innovation
Manifesto
This is a manifesto for
those who believe that
human-centered
innovation is the
heart of marketing
transformation
1. Human-Centered Design: Unbias data to learn…Who are your unique
audiences? How do they talk? What do they value? What are their
immediate and longer-term challenges? What are their
goals/aspirations?
2. Learn Intent+Context: Learn the questions they ask, who they trust,
where they go and understand devices/times/preferences/attention.
3. The Hero’s Journey: Redraw their lifecycle journey and identify key
moments of engagement – design for mobile-first engagement.
4. Marketing as a Service: Beyond sales and account management, partner
with key stakeholder groups to positively affect the entire journey and
relationships.
5. Imagineer P.O.P.E.S.: Prioritize content dev/campaigns across the
journey (video, podcasts, articles, graphics)
The P2P Marketing Innovation Manifesto
6. Scale Personalization and Value: Invest in programmatic, AI platforms
that deliver personalization (right time, right place, right message, right
device.)
7. Influence 2.0: Partner with trusted authorities to collaborate on the
creation and delivery of useful, engaging content.
8. Community Engagement: Assign staff and ambassadors to engage the
front line and incentivize reward their ongoing efforts.
9. Employee Advocacy: Partner with internal authorities to empower
employees to more effectively engage customers and each other.
10.Marketing2: Report results, progress and learnings to all stakeholder
groups. It’s marketing for the marketing!
11.(BONUS) P2P2P: Help customers better engage their customers.
The P2P Marketing Innovation Manifesto
Manifesto
Examples
User-Centricity
Turning customers and users into
heroes!
Schneider Electric put the creativity of many
B2C campaigns to shame with its customer-
centered message of user empowerment. The
company understood its user, not just decision-
maker. It created a bottom-up approach to
brand awareness and demand-generation.
Customer Journey
Re-imagine the customer journey
from the customer perspective:
the team needed to evolve the marketing
program from being inside-out driven and
become buyer centric.
Step #1. Build a strategy based on
customer behavior and intent data
Step #2. Develop personas and respective
journeys
Step #3. Coordinate transformation across
stakeholders
Step 4: Test and learn. Measure and report.
“This transformation has turned marketing
into a true revenue contributor. We've
been able to double the conversion rate
and improve customer experiences.”
- Kira Mondrus, Director of Global Marketing, SecureWorks.
Cross-Functional Collaboration
Objective was to shift perceptions of
company from mobile operator to total
communication provider and trusted
strategic partner among senior business
executives.
Marketing and sales partnered to identify
what customers in that vertical/industry
are thinking about, what sales
enablement pieces would help the sales
team guide conversation, what
promotional assets would be needed to
help with a successful inbound campaign.
Marketing as a Service
"Without exception, colleagues across
our business are impressed with the
approach and quality of the content. And
now we’re seeing business generated as
a result - the domino effect is working!"
- Sally-Anne Burwell, senior marketing manager
Volvo Trucks Live Test:
Recipient of a Cannes Grand Prix,
Volvo Trucks finds imaginative and
emotion-tugging ways to demonstrate
the qualities of its vehicles – in this
case a truck that can be driven through
buildings, attacked by cranes, rolled
down hills, and still operate flawlessly
at the end of it all.
Already viewed over 14 million times
on YouTube – it proves the power of
social storytelling.
Product Value: Content
Did you mean MailChimp?
Customers frequently mispronounce the
company’s name. They decided to create a
campaign to have fun with it while introducing
the brand to corporate and small businesses
alike.
This inspired a collection of cultural activations,
from creating hit singles and a new brand of
potato chips, to starting fashion trends and
making short films about singing sandwiches.
MaleCrimp, MailShrimp, KaleLimp, FailChips,
VeilHymn, SnailPrimp, JailBlimp, WhaleSynth
and NailChamp all have one thing in common:
They sound like “MailChimp.”
Imagineer P.O.P.E.S.
Businesses have a finite amount of money
and time and customers have a finite
amount of attention and energy; therefore,
marketers must identify the most connected
people that can to help expand their reach.
- Dr. Bernardo Huberman, Director of HP Labs
Influence 2.0
“At [B2B Company], we source the most
relatable and useful stories from our Fortune 500
customers to arm our network of influencers and
creators for peer-to-peer storytelling. Over the
last several years, we’ve paid millions of
dollars to our influencer community with
campaigns across every category. We get that
back and more.”
Influence 2.0
Inspiring reviews through online and
real life advocacy
Marketo engaged and rewarded
customers across its live events and
digital channels to encourage them to
submit reviews.
Marketo received 538 net-new reviews.
They also gained the #1 position within
the Enterprise segment and was
dubbed the “Most Reviewed” solution.
Drove majority of new business pipeline.
Community Engagement
“Reviews were our number one
goal when we launched our
advocate marketing program.
Engaging customers across
both physical and online
channels allowed us to get more
genuine reviews and gain a
huge competitive advantage.”
- Danielle Camara, Senior Customer Marketing Manager
“Fanatical Support is at the heart of
everything we do and is the ideal that
guides every interaction with our
customers.
Helping employees share on social media
is good for everyone. Employees become
more engaged, expand their social
networks, and build their professional
brands. Your business gets the opportunity
to raise brand awareness, expand its
reach, and attract the best talent.
We have over 300 employees sharing
monthly, generating over $1 million
(annualized) in earned media value.”
Employee Advocacy
MANAGEENGAGE
Humanizing The B2B Decision-Making Journey
Humanizing The B2B Decision-Making Journey
Brian Solis
bsolis@prophet.com
Altimeter Group, a Prophet Company
briansolis.com | @briansolis
Linkedin.com/influencer/briansolis | Facebook.com/thebriansolis
Help Your Customers
Help customers reach customers:
This is reciprocity in action and an
example of what happens when you
create content to help your customers
with their customers.
The concept was developed out of deep
customer research, and oriented around
their specific business goals.
“I think the biggest lesson -- and it sounds
so obvious -- is that when you keep the
customer at the center of everything, it's
your True North. We just kept coming back
to, ‘How do they express their needs?
Where do they place the greatest value?’ It
framed how we would tell the story, and
what we would emphasize.”
- Lauren Flaherty CMO, CA Technologies
Customer-Centric Content

Más contenido relacionado

La actualidad más candente

Brand, Demand & Digital Transformations
Brand, Demand & Digital TransformationsBrand, Demand & Digital Transformations
Brand, Demand & Digital TransformationsG3 Communications
 
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...G3 Communications
 
ABM Beyond The Hype: What High Growth Organizations Do Differently
ABM Beyond The Hype: What High Growth Organizations Do DifferentlyABM Beyond The Hype: What High Growth Organizations Do Differently
ABM Beyond The Hype: What High Growth Organizations Do DifferentlyG3 Communications
 
New Approaches To Buyer-Centric Marketing
New Approaches To Buyer-Centric MarketingNew Approaches To Buyer-Centric Marketing
New Approaches To Buyer-Centric MarketingG3 Communications
 
Rethinking, Reimagining and Rebooting Digital Marketing
Rethinking, Reimagining and Rebooting Digital MarketingRethinking, Reimagining and Rebooting Digital Marketing
Rethinking, Reimagining and Rebooting Digital MarketingG3 Communications
 
B2B Brave New World: Top Game Changers For Performance Marketers
B2B Brave New World: Top Game Changers For Performance MarketersB2B Brave New World: Top Game Changers For Performance Marketers
B2B Brave New World: Top Game Changers For Performance MarketersG3 Communications
 
Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer
Empathy: The Hallmark Of The Customer-Obsessed B2B MarketerEmpathy: The Hallmark Of The Customer-Obsessed B2B Marketer
Empathy: The Hallmark Of The Customer-Obsessed B2B MarketerG3 Communications
 
Rethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and ReportsRethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and ReportsG3 Communications
 
Improving Customer Engagement with Sales and Marketing Partnership
Improving Customer Engagement with Sales and Marketing PartnershipImproving Customer Engagement with Sales and Marketing Partnership
Improving Customer Engagement with Sales and Marketing PartnershipMarketo
 
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Uberflip
 
Beyond MQLs: Conversion Strategies From First Touch Through Close
Beyond MQLs: Conversion Strategies From First Touch Through CloseBeyond MQLs: Conversion Strategies From First Touch Through Close
Beyond MQLs: Conversion Strategies From First Touch Through CloseG3 Communications
 
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...Travis Wright, Author 📚🤔
 
AI Within Reach: Demystifying Artificial Intelligence & Making It Work For You
AI Within Reach: Demystifying Artificial Intelligence & Making It Work For YouAI Within Reach: Demystifying Artificial Intelligence & Making It Work For You
AI Within Reach: Demystifying Artificial Intelligence & Making It Work For YouG3 Communications
 
To, Through, And For Partner Marketing
To, Through, And For Partner MarketingTo, Through, And For Partner Marketing
To, Through, And For Partner MarketingG3 Communications
 
BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...
BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...
BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...Nic Poulos
 
Show & Tell: Writing And Publishing A Book As Part Of Your Content Marketing ...
Show & Tell: Writing And Publishing A Book As Part Of Your Content Marketing ...Show & Tell: Writing And Publishing A Book As Part Of Your Content Marketing ...
Show & Tell: Writing And Publishing A Book As Part Of Your Content Marketing ...G3 Communications
 
Marketo: The definitive-guide-to-lead-generation Jan 2014
Marketo: The definitive-guide-to-lead-generation Jan 2014Marketo: The definitive-guide-to-lead-generation Jan 2014
Marketo: The definitive-guide-to-lead-generation Jan 2014Brian Crotty
 
Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll - The Strategic Omni-Channel Digital Marketing PlaybookBrian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll - The Strategic Omni-Channel Digital Marketing PlaybookJulia Grosman
 
CallidusOSForrester Webinar July 21 - FINALFINAL
CallidusOSForrester Webinar July 21 - FINALFINALCallidusOSForrester Webinar July 21 - FINALFINAL
CallidusOSForrester Webinar July 21 - FINALFINALLaura Roach
 
Utilizing Intent Data to Get Everyone a Seat at the Planning Table
Utilizing Intent Data to Get Everyone a Seat at the Planning TableUtilizing Intent Data to Get Everyone a Seat at the Planning Table
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
 

La actualidad más candente (20)

Brand, Demand & Digital Transformations
Brand, Demand & Digital TransformationsBrand, Demand & Digital Transformations
Brand, Demand & Digital Transformations
 
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...
 
ABM Beyond The Hype: What High Growth Organizations Do Differently
ABM Beyond The Hype: What High Growth Organizations Do DifferentlyABM Beyond The Hype: What High Growth Organizations Do Differently
ABM Beyond The Hype: What High Growth Organizations Do Differently
 
New Approaches To Buyer-Centric Marketing
New Approaches To Buyer-Centric MarketingNew Approaches To Buyer-Centric Marketing
New Approaches To Buyer-Centric Marketing
 
Rethinking, Reimagining and Rebooting Digital Marketing
Rethinking, Reimagining and Rebooting Digital MarketingRethinking, Reimagining and Rebooting Digital Marketing
Rethinking, Reimagining and Rebooting Digital Marketing
 
B2B Brave New World: Top Game Changers For Performance Marketers
B2B Brave New World: Top Game Changers For Performance MarketersB2B Brave New World: Top Game Changers For Performance Marketers
B2B Brave New World: Top Game Changers For Performance Marketers
 
Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer
Empathy: The Hallmark Of The Customer-Obsessed B2B MarketerEmpathy: The Hallmark Of The Customer-Obsessed B2B Marketer
Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer
 
Rethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and ReportsRethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and Reports
 
Improving Customer Engagement with Sales and Marketing Partnership
Improving Customer Engagement with Sales and Marketing PartnershipImproving Customer Engagement with Sales and Marketing Partnership
Improving Customer Engagement with Sales and Marketing Partnership
 
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...
 
Beyond MQLs: Conversion Strategies From First Touch Through Close
Beyond MQLs: Conversion Strategies From First Touch Through CloseBeyond MQLs: Conversion Strategies From First Touch Through Close
Beyond MQLs: Conversion Strategies From First Touch Through Close
 
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...
 
AI Within Reach: Demystifying Artificial Intelligence & Making It Work For You
AI Within Reach: Demystifying Artificial Intelligence & Making It Work For YouAI Within Reach: Demystifying Artificial Intelligence & Making It Work For You
AI Within Reach: Demystifying Artificial Intelligence & Making It Work For You
 
To, Through, And For Partner Marketing
To, Through, And For Partner MarketingTo, Through, And For Partner Marketing
To, Through, And For Partner Marketing
 
BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...
BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...
BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...
 
Show & Tell: Writing And Publishing A Book As Part Of Your Content Marketing ...
Show & Tell: Writing And Publishing A Book As Part Of Your Content Marketing ...Show & Tell: Writing And Publishing A Book As Part Of Your Content Marketing ...
Show & Tell: Writing And Publishing A Book As Part Of Your Content Marketing ...
 
Marketo: The definitive-guide-to-lead-generation Jan 2014
Marketo: The definitive-guide-to-lead-generation Jan 2014Marketo: The definitive-guide-to-lead-generation Jan 2014
Marketo: The definitive-guide-to-lead-generation Jan 2014
 
Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll - The Strategic Omni-Channel Digital Marketing PlaybookBrian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
 
CallidusOSForrester Webinar July 21 - FINALFINAL
CallidusOSForrester Webinar July 21 - FINALFINALCallidusOSForrester Webinar July 21 - FINALFINAL
CallidusOSForrester Webinar July 21 - FINALFINAL
 
Utilizing Intent Data to Get Everyone a Seat at the Planning Table
Utilizing Intent Data to Get Everyone a Seat at the Planning TableUtilizing Intent Data to Get Everyone a Seat at the Planning Table
Utilizing Intent Data to Get Everyone a Seat at the Planning Table
 

Similar a Humanizing The B2B Decision-Making Journey

Agency of the future keynote
Agency of the future   keynoteAgency of the future   keynote
Agency of the future keynoteKrossing
 
Conversant what the bleep does personalized marketing really mean
Conversant   what the bleep does personalized marketing really meanConversant   what the bleep does personalized marketing really mean
Conversant what the bleep does personalized marketing really meanConversant, Inc.
 
Conversant what the bleep does personalized marketing really mean?
Conversant   what the bleep does personalized marketing really mean?Conversant   what the bleep does personalized marketing really mean?
Conversant what the bleep does personalized marketing really mean?Jim Nichols
 
THE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISINGTHE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
 
2mrwinsights_collapse
2mrwinsights_collapse2mrwinsights_collapse
2mrwinsights_collapseJohn McGarry
 
THE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISINGTHE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISING2mrw
 
Future of marketing
Future of marketing Future of marketing
Future of marketing Shubham Goel
 
The Silicon Review | Best Digital Marketing Companies
The Silicon Review | Best Digital Marketing CompaniesThe Silicon Review | Best Digital Marketing Companies
The Silicon Review | Best Digital Marketing CompaniesThe Silicon Review
 
Agency Content Innovators
Agency Content InnovatorsAgency Content Innovators
Agency Content InnovatorsSkyword Inc.
 
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...Marketing Network marcus evans
 
Retail Compilation Ttec
Retail Compilation TtecRetail Compilation Ttec
Retail Compilation TtecSeanHart1766
 
Digital Marketing: Are You Ready to Go Agile?"
Digital Marketing: Are You Ready to Go Agile?" Digital Marketing: Are You Ready to Go Agile?"
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
 
Digital Marketing: Are You Ready to Go Agile?
Digital Marketing: Are You Ready to Go Agile?Digital Marketing: Are You Ready to Go Agile?
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
 
Emerging Marketing Trends PPT
Emerging Marketing Trends PPTEmerging Marketing Trends PPT
Emerging Marketing Trends PPTJason W
 
Customer Centric Social Media Briefing
Customer Centric Social Media BriefingCustomer Centric Social Media Briefing
Customer Centric Social Media BriefingUseful Social Media
 
Judging creative idea guide
Judging creative idea guideJudging creative idea guide
Judging creative idea guideMarlene Deine
 

Similar a Humanizing The B2B Decision-Making Journey (20)

Stories that scale
Stories that scaleStories that scale
Stories that scale
 
Agency of the future keynote
Agency of the future   keynoteAgency of the future   keynote
Agency of the future keynote
 
Conversant what the bleep does personalized marketing really mean
Conversant   what the bleep does personalized marketing really meanConversant   what the bleep does personalized marketing really mean
Conversant what the bleep does personalized marketing really mean
 
Conversant what the bleep does personalized marketing really mean?
Conversant   what the bleep does personalized marketing really mean?Conversant   what the bleep does personalized marketing really mean?
Conversant what the bleep does personalized marketing really mean?
 
THE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISINGTHE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISING
 
2mrwinsights_collapse
2mrwinsights_collapse2mrwinsights_collapse
2mrwinsights_collapse
 
THE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISINGTHE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISING
 
Future of marketing
Future of marketing Future of marketing
Future of marketing
 
The Silicon Review | Best Digital Marketing Companies
The Silicon Review | Best Digital Marketing CompaniesThe Silicon Review | Best Digital Marketing Companies
The Silicon Review | Best Digital Marketing Companies
 
Agency Content Innovators
Agency Content InnovatorsAgency Content Innovators
Agency Content Innovators
 
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
 
Retail Compilation Ttec
Retail Compilation TtecRetail Compilation Ttec
Retail Compilation Ttec
 
Brand Building Through Agile Marketing - Hayley Nelson, Hayley Nelson
Brand Building Through Agile Marketing - Hayley Nelson, Hayley NelsonBrand Building Through Agile Marketing - Hayley Nelson, Hayley Nelson
Brand Building Through Agile Marketing - Hayley Nelson, Hayley Nelson
 
Digital Marketing: Are You Ready to Go Agile?"
Digital Marketing: Are You Ready to Go Agile?" Digital Marketing: Are You Ready to Go Agile?"
Digital Marketing: Are You Ready to Go Agile?"
 
Digital Marketing: Are You Ready to Go Agile?
Digital Marketing: Are You Ready to Go Agile?Digital Marketing: Are You Ready to Go Agile?
Digital Marketing: Are You Ready to Go Agile?
 
Emerging Marketing Trends PPT
Emerging Marketing Trends PPTEmerging Marketing Trends PPT
Emerging Marketing Trends PPT
 
Customer Centric Social Media Briefing
Customer Centric Social Media BriefingCustomer Centric Social Media Briefing
Customer Centric Social Media Briefing
 
Reimagine Your Enterprise
Reimagine Your  EnterpriseReimagine Your  Enterprise
Reimagine Your Enterprise
 
New brand management techniques 2nd part
New brand management techniques   2nd partNew brand management techniques   2nd part
New brand management techniques 2nd part
 
Judging creative idea guide
Judging creative idea guideJudging creative idea guide
Judging creative idea guide
 

Más de G3 Communications

2015 Killer Content Awards Report
2015 Killer Content Awards Report2015 Killer Content Awards Report
2015 Killer Content Awards ReportG3 Communications
 
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...G3 Communications
 
Building Customer Success With Enhanced Employee Engagement
Building Customer Success With Enhanced Employee EngagementBuilding Customer Success With Enhanced Employee Engagement
Building Customer Success With Enhanced Employee EngagementG3 Communications
 
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...G3 Communications
 
Leveraging Omnichannel Trends for E-Commerce Marketplace Success
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessLeveraging Omnichannel Trends for E-Commerce Marketplace Success
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessG3 Communications
 
The Store is Media: Reengineering Frontline Teams for the New Age of Retail
The Store is Media: Reengineering Frontline Teams for the New Age of RetailThe Store is Media: Reengineering Frontline Teams for the New Age of Retail
The Store is Media: Reengineering Frontline Teams for the New Age of RetailG3 Communications
 
Optimizing the Omnichannel Journey
Optimizing the Omnichannel JourneyOptimizing the Omnichannel Journey
Optimizing the Omnichannel JourneyG3 Communications
 
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
 
Location Intelligence - A Critical Tool in Retail Performance Management
Location Intelligence - A Critical Tool in Retail Performance ManagementLocation Intelligence - A Critical Tool in Retail Performance Management
Location Intelligence - A Critical Tool in Retail Performance ManagementG3 Communications
 
Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersHoliday Predictions: What to Expect Based on Data From 500 Million Shoppers
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
 
How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningHow to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningG3 Communications
 
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...G3 Communications
 
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...G3 Communications
 
How a Partner-First Approach Drives Revenue & ROI
How a Partner-First Approach Drives Revenue & ROIHow a Partner-First Approach Drives Revenue & ROI
How a Partner-First Approach Drives Revenue & ROIG3 Communications
 
Accelerate Your Partners' Digital Transformation With Point-Based Rewards
Accelerate Your Partners' Digital Transformation With Point-Based RewardsAccelerate Your Partners' Digital Transformation With Point-Based Rewards
Accelerate Your Partners' Digital Transformation With Point-Based RewardsG3 Communications
 
5 Stages of the Partner Journey
5 Stages of the Partner Journey5 Stages of the Partner Journey
5 Stages of the Partner JourneyG3 Communications
 
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...G3 Communications
 
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...G3 Communications
 
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...G3 Communications
 

Más de G3 Communications (20)

2012 Killer Content Awards
2012 Killer Content Awards2012 Killer Content Awards
2012 Killer Content Awards
 
2015 Killer Content Awards Report
2015 Killer Content Awards Report2015 Killer Content Awards Report
2015 Killer Content Awards Report
 
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...
 
Building Customer Success With Enhanced Employee Engagement
Building Customer Success With Enhanced Employee EngagementBuilding Customer Success With Enhanced Employee Engagement
Building Customer Success With Enhanced Employee Engagement
 
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...
 
Leveraging Omnichannel Trends for E-Commerce Marketplace Success
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessLeveraging Omnichannel Trends for E-Commerce Marketplace Success
Leveraging Omnichannel Trends for E-Commerce Marketplace Success
 
The Store is Media: Reengineering Frontline Teams for the New Age of Retail
The Store is Media: Reengineering Frontline Teams for the New Age of RetailThe Store is Media: Reengineering Frontline Teams for the New Age of Retail
The Store is Media: Reengineering Frontline Teams for the New Age of Retail
 
Optimizing the Omnichannel Journey
Optimizing the Omnichannel JourneyOptimizing the Omnichannel Journey
Optimizing the Omnichannel Journey
 
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
 
Location Intelligence - A Critical Tool in Retail Performance Management
Location Intelligence - A Critical Tool in Retail Performance ManagementLocation Intelligence - A Critical Tool in Retail Performance Management
Location Intelligence - A Critical Tool in Retail Performance Management
 
Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersHoliday Predictions: What to Expect Based on Data From 500 Million Shoppers
Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers
 
How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningHow to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning
 
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...
 
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...
 
How a Partner-First Approach Drives Revenue & ROI
How a Partner-First Approach Drives Revenue & ROIHow a Partner-First Approach Drives Revenue & ROI
How a Partner-First Approach Drives Revenue & ROI
 
Accelerate Your Partners' Digital Transformation With Point-Based Rewards
Accelerate Your Partners' Digital Transformation With Point-Based RewardsAccelerate Your Partners' Digital Transformation With Point-Based Rewards
Accelerate Your Partners' Digital Transformation With Point-Based Rewards
 
5 Stages of the Partner Journey
5 Stages of the Partner Journey5 Stages of the Partner Journey
5 Stages of the Partner Journey
 
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...
 
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...
 
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...
 

Último

The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 

Último (20)

The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 

Humanizing The B2B Decision-Making Journey

  • 1. Marketing Innovation in an Era of Digital Darwinism Brian Solis, Principal Analyst and Futurist Altimeter, the digital analyst group at Prophet @briansolis
  • 3. “I love brochureware!” - Said no B2B customer ever “I love legal-approved marketing messages.”
  • 4. From Monologue to Dialogue
  • 7. We are not Our Customers Executives Business Outcomes Costs/Profit Shareholders/Stakeholders Scale Growth Customers Professional Goals Personal Values Usefulness Convenience ImmediacyExperienceDivide
  • 8. I tried to be innovative, but I got held up trying to justify my ideas.
  • 9. For marketers to innovate, takes an honest and introspective analysis of to today’s work and standards.
  • 10. B2B
  • 11. B2C
  • 12. B2B2C
  • 14. The roadmap from IQ to EQ to HQ
  • 16. Business “as usual” is an outdated mindset. Modern customers are connected and empowered. They want things NOW and PERSONALIZED in the moments that matter how they communicate, discover & connect. NORMAL THE NEW
  • 19. Businesses that mapped the customer journey within the last year. Down (54%) from 2016. Roadmaps are developed and investments are made without understanding customers. 35%
  • 20. Mobile has changed everything. People look at their phones 1,500x each week. They spend 177 minutes on their phone per day.
  • 23. Consumers expect more They're over- informed Make critical decisions using mobile They rely on social and reviews They expect answers + transparency Generation-C (Connected)
  • 24. Ladies and gentlemen, The Cluster Funnel
  • 25. 71% of customers say that inconsistent cross-channel messaging negatively affects the experience. (Forrester)
  • 26. Credibility of CEOs is at an all-time low, with a 12-point decline in the last year. “A person like yourself” is as credible a source for information about a company as a technical or academic expert. Source: Edelman Trust Barometer
  • 29. The 90s called… They want their Internet back.
  • 30. “B2B marketing leaders are using mobile to engage customers…reducing purchase time and increasing customer loyalty. Mobile is influencing an average of more than 40% of their revenue.” - BCG
  • 31. Innovation is all the work you do to conform to expectations and aspirations of people as they evolve instead of making them conform to your legacy perspectives, assumptions, processes and metrics of success.
  • 33. The Rise of Advisor Businesses
  • 34. B2B Marketing Experience Lifecycle “Know Me”
  • 35. The B2B B2B2C B2C P2P Marketing Innovation Manifesto This is a manifesto for those who believe that human-centered innovation is the heart of marketing transformation
  • 36. 1. Human-Centered Design: Unbias data to learn…Who are your unique audiences? How do they talk? What do they value? What are their immediate and longer-term challenges? What are their goals/aspirations? 2. Learn Intent+Context: Learn the questions they ask, who they trust, where they go and understand devices/times/preferences/attention. 3. The Hero’s Journey: Redraw their lifecycle journey and identify key moments of engagement – design for mobile-first engagement. 4. Marketing as a Service: Beyond sales and account management, partner with key stakeholder groups to positively affect the entire journey and relationships. 5. Imagineer P.O.P.E.S.: Prioritize content dev/campaigns across the journey (video, podcasts, articles, graphics) The P2P Marketing Innovation Manifesto
  • 37. 6. Scale Personalization and Value: Invest in programmatic, AI platforms that deliver personalization (right time, right place, right message, right device.) 7. Influence 2.0: Partner with trusted authorities to collaborate on the creation and delivery of useful, engaging content. 8. Community Engagement: Assign staff and ambassadors to engage the front line and incentivize reward their ongoing efforts. 9. Employee Advocacy: Partner with internal authorities to empower employees to more effectively engage customers and each other. 10.Marketing2: Report results, progress and learnings to all stakeholder groups. It’s marketing for the marketing! 11.(BONUS) P2P2P: Help customers better engage their customers. The P2P Marketing Innovation Manifesto
  • 39. User-Centricity Turning customers and users into heroes! Schneider Electric put the creativity of many B2C campaigns to shame with its customer- centered message of user empowerment. The company understood its user, not just decision- maker. It created a bottom-up approach to brand awareness and demand-generation.
  • 40. Customer Journey Re-imagine the customer journey from the customer perspective: the team needed to evolve the marketing program from being inside-out driven and become buyer centric. Step #1. Build a strategy based on customer behavior and intent data Step #2. Develop personas and respective journeys Step #3. Coordinate transformation across stakeholders Step 4: Test and learn. Measure and report. “This transformation has turned marketing into a true revenue contributor. We've been able to double the conversion rate and improve customer experiences.” - Kira Mondrus, Director of Global Marketing, SecureWorks.
  • 41. Cross-Functional Collaboration Objective was to shift perceptions of company from mobile operator to total communication provider and trusted strategic partner among senior business executives. Marketing and sales partnered to identify what customers in that vertical/industry are thinking about, what sales enablement pieces would help the sales team guide conversation, what promotional assets would be needed to help with a successful inbound campaign. Marketing as a Service "Without exception, colleagues across our business are impressed with the approach and quality of the content. And now we’re seeing business generated as a result - the domino effect is working!" - Sally-Anne Burwell, senior marketing manager
  • 42. Volvo Trucks Live Test: Recipient of a Cannes Grand Prix, Volvo Trucks finds imaginative and emotion-tugging ways to demonstrate the qualities of its vehicles – in this case a truck that can be driven through buildings, attacked by cranes, rolled down hills, and still operate flawlessly at the end of it all. Already viewed over 14 million times on YouTube – it proves the power of social storytelling. Product Value: Content
  • 43. Did you mean MailChimp? Customers frequently mispronounce the company’s name. They decided to create a campaign to have fun with it while introducing the brand to corporate and small businesses alike. This inspired a collection of cultural activations, from creating hit singles and a new brand of potato chips, to starting fashion trends and making short films about singing sandwiches. MaleCrimp, MailShrimp, KaleLimp, FailChips, VeilHymn, SnailPrimp, JailBlimp, WhaleSynth and NailChamp all have one thing in common: They sound like “MailChimp.” Imagineer P.O.P.E.S.
  • 44. Businesses have a finite amount of money and time and customers have a finite amount of attention and energy; therefore, marketers must identify the most connected people that can to help expand their reach. - Dr. Bernardo Huberman, Director of HP Labs Influence 2.0
  • 45. “At [B2B Company], we source the most relatable and useful stories from our Fortune 500 customers to arm our network of influencers and creators for peer-to-peer storytelling. Over the last several years, we’ve paid millions of dollars to our influencer community with campaigns across every category. We get that back and more.” Influence 2.0
  • 46. Inspiring reviews through online and real life advocacy Marketo engaged and rewarded customers across its live events and digital channels to encourage them to submit reviews. Marketo received 538 net-new reviews. They also gained the #1 position within the Enterprise segment and was dubbed the “Most Reviewed” solution. Drove majority of new business pipeline. Community Engagement “Reviews were our number one goal when we launched our advocate marketing program. Engaging customers across both physical and online channels allowed us to get more genuine reviews and gain a huge competitive advantage.” - Danielle Camara, Senior Customer Marketing Manager
  • 47. “Fanatical Support is at the heart of everything we do and is the ideal that guides every interaction with our customers. Helping employees share on social media is good for everyone. Employees become more engaged, expand their social networks, and build their professional brands. Your business gets the opportunity to raise brand awareness, expand its reach, and attract the best talent. We have over 300 employees sharing monthly, generating over $1 million (annualized) in earned media value.” Employee Advocacy
  • 51. Brian Solis bsolis@prophet.com Altimeter Group, a Prophet Company briansolis.com | @briansolis Linkedin.com/influencer/briansolis | Facebook.com/thebriansolis
  • 52. Help Your Customers Help customers reach customers: This is reciprocity in action and an example of what happens when you create content to help your customers with their customers.
  • 53. The concept was developed out of deep customer research, and oriented around their specific business goals. “I think the biggest lesson -- and it sounds so obvious -- is that when you keep the customer at the center of everything, it's your True North. We just kept coming back to, ‘How do they express their needs? Where do they place the greatest value?’ It framed how we would tell the story, and what we would emphasize.” - Lauren Flaherty CMO, CA Technologies Customer-Centric Content