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Principles of Marketing/ E-marketing &
E-business/ Marketing and Sales
ManagementDay 1: Principles of Marketing /
Marketing and Sales Management SIBE-Management-Master
Dr. Ute Hillmer
© 2015 School of International Business and Entrepreneurship (SIBE) der Steinbeis-Hochschule Berlin I www.steinbeis-sibe.de I Dr. Ute Hillmer
July 2015 Dr. Ute Hillmer
Key Elements of Marketing
Communication in an
Online/Offline World
July 2015 Dr. Ute Hillmer
WHO is Dr. Ute
Hillmer? an expert in positioning and promoting technology
products, with a carving for innovative products that
are not self-explaining.
With such products, human behavior is often outside the
boundaries of rationality -despite its economic context.
Buying behavior is here typically a result of social, cognitive
and emotional factors, along with the economic ones.
July 2015 Dr. Ute Hillmer
What did Ute do?
• 27 years of international marketing (HP, CoCreate, MFG Innovation
Agency State of BW, Better Reality Marketing)
• Dissertation in business administration, behavioral economics in
technology marketing: Technology Acceptance in Mechatronics
• Worldwide company and product communication;
mainly 3 continents (America, Europe, Asia)
• Product-, program-, channel-, partner marketing, marketing
communication, branding, positioning
• Responsible for operative, strategic + corporate marketing, branding,
sales training
• Experienced in large corporations, SMEs and freelance work as well as
political institutions.
• Responsible for the first international website of Hewlett Packard in 1993
July 2015 Dr. Ute Hillmer
What’s Ute’s
STORY?I am in business to change
the lives of my technology
clients by giving purpose to
their work!
July 2015 Dr. Ute Hillmer
and turn their customers into raving fans!
July 2015 Dr. Ute Hillmer
Agenda1. Background and Reframe
2. Marketing Today: the new Buying Decision Process
3. How to Segment a Market
4. Buyer/User-Typologies
5. Niche Markets
6. Positioning
7. Content Marketing
8. Why is Product Marketing Changing?
9. Customer Touch Points
July 2015 Dr. Ute Hillmer
Marketing Today:
the New Buying
Decision Process
July 2015 Dr. Ute Hillmer
The Aim of Marketing
Marketing aims to influence the buyer and
buying center at the moment and place
when they are most open to influences
towards a brand choice and buying
decision.
July 2015 Dr. Ute Hillmer
Funnel-Metaphor for a Buying Decision
active evaluation
many brands
Grafik close to Edelman 2010, p.65
buying decision
Initial
considerationTrigger
lesser and lesser brands
July 2015 Dr. Ute Hillmer
Digitally supported Buying Decision
active
Evaluation
Post-Sales
Experience
Enlarged
Evaluation
Ambassador
Loyalty Loop
Active
Evaluation
Model close to Edelman 2010, p.65
Moment of Purchase
Initial
Consideration
Trigger
July 2015 Dr. Ute Hillmer
The Core Changes
1. Consumers and buyers connect with
brands in fundamentally new ways – often
beyond manufacturers or dealers' control
2. They evaluate a shifting array of options
during the evaluation process and remain
engaged with the brand after purchase
July 2015 Dr. Ute Hillmer
2014 B2B Buyer Behavior Survey
• Web search is the top source of information
• B2B buyers strategically browse social media
• The number of sources used to research and
evaluate purchase has increased
• There is an increased awareness of purchase
options
• The evaluation process is longer and more
satisfying
DemandGen Report Survey 2014
July 2015 Dr. Ute Hillmer
Key Information Sources
The 2014 B2B Buyer Behaviour Survey
July 2015 Dr. Ute Hillmer
What Role does Social Media Play?
The 2014 B2B Buyer Behaviour Survey
July 2015 Dr. Ute Hillmer
The core ingredients
to influence a
consumer or buyer
are ?
July 2015 Dr. Ute Hillmer
How to Segment a
Market?
July 2015 Dr. Ute Hillmer
What is Market Segmentation?
Market segmentation divides a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities.
Segmentation is used to identify and further define the target customers.
How have Market Segments changed over the last 50 years?
July 2015 Dr. Ute Hillmer
Common Ways to Segment a MarketGeographic Segmentationaccording to geographic criteria—nations, states, regions, countries, cities, neighborhoods, or postal codes.
Demographic Segmentationbased on variables such as age, gender, occupation and education level or according to perceived benefits which a product/service may
provide.
Speciality: ‘firmographic’ or ‘feature based’ segmentation, commonly used in B2B: segmentation based on features such as company size
(revenue or number of employees), industry sector, location (country and/or region).
Behavioral Segmentationdivides consumers into groups according to their knowledge of, attitude towards, usage rate, response, loyalty status, and readiness stage to a
product. Behavioral segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.
A good starting point for market segmentation!
Psychographic Segmentation (Lifestyle)measured by studying activities, interests, and opinions (AIOs) of customers. It considers how people spend their time and which external
influences they are most responsive to /influenced by. Psychographic identifies the personal activities and targeted lifestyle the target subject
endures, or the image they are attempting to project. Mass Media has a predominant influence and effect on Psychographic segmentation.
Segmentation can take place according to benefits sought by the consumer/customer.
Cultural Segmentationused to classify markets according to cultural origin.
July 2015 Dr. Ute Hillmer
Why to Segment a Market?
July 2015 Dr. Ute Hillmer
How to Segment Your Target Market?
Sinusmilieu
July 2015 Dr. Ute Hillmer
How to Segment Your Target Market?
Nielsengebiete nach ACNielsen
July 2015 Dr. Ute Hillmer
How to Segment Your Target Market?
Gender andAge
July 2015 Dr. Ute Hillmer
How to Segment Your Target Market?
July 2015 Dr. Ute Hillmer
Select your Segmentation CriteriaMeasurability
• “otherwise the scheme will not be operational”
• next to impossible in some markets, hard in most markets => most companies to
use more qualitative and intuitive methods
Substantiality
• “the variable should be relevant to a substantial group of customers”
• Challenge: find the right size / balance: large group segment: risk of diluting
effectiveness
• Too small: you lose the benefits of economies of scale.
• Sometime one large customer
Operational relevance
• Segmentation should enable to offer the suitable product/service to the chosen
segment, e.g. faster delivery service, special 24-hour technical support, etc.
Quelle: Webster, 2003
July 2015 Dr. Ute Hillmer
Why do certain innovations diffuse much
faster than others?
Example:
Take the Market of Disruptive Innovations
July 2015 Dr. Ute Hillmer
New Innovations usually …
change the way how we do things...
and we go along happily and fast
or not so fast ...
July 2015 Dr. Ute Hillmer
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!
July 2015 Dr. Ute Hillmer
Behavioural Economics
Behavioral economics … study the effects of social, cognitive and emotional factors on the economic decisions of individuals and institutions and the consequences for market prices, returns and the resource allocation. The fields are primarily concerned with the bounds of rationality of economic agents. Behavioral models typically integrate insights from psychology with neo-classical economic theory. In so doing they cover a range of concepts, methods, and fields.[1]
Behavioral analysts are not only concerned with the effects of market decisions but also with public choice, which describes another source of economic decisions with related biases towards promoting self-interest.
[1] The New Palgrave Dictionary of Economics
July 2015 Dr. Ute Hillmer
User-
Typologies
July 2015 Dr. Ute Hillmer
“Innovativeness”= degree to which an individual or a unit is relatively
earlier in adopting new technologies than other
members of a system
Source: Rogers Diffusion of Innovation 1995
July 2015 Dr. Ute Hillmer
Time
Mar
ket s
ize
Rogers Diffusion of Innovation 1995
an idealized technology product lifecycle
Continuous Innovation
Disruptive Innovation
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
July 2015 Dr. Ute HillmerTime
Mar
kets
ize
Time
Mar
kets
ize
Time
Mar
kets
ize
Rogers Diffusion of Innovation 1995
Moore; Crossing the Chasm 1999.
diffusion of innovation varies…
July 2015 Dr. Ute Hillmer
Time
Mar
ket s
ize
technology life cycle and its buyer
categories
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
July 2015 Dr. Ute Hillmer
LaggardsLate
Majority
Early
Adopters
Early
Majority
Innovators
mainstream behaviour
Increasingly conforming behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009.
Zeit
Mar
ktgr
öße
July 2015 Dr. Ute Hillmer
LaggardsLate
Majority
Early
Adopters
Early
Majority
Innovators
individualistic behaviour
Increasingly individualistic
behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009.
Zeit
Mar
ktgr
öße
July 2015 Dr. Ute Hillmer
Inventors: Techies Technology 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
Moore; Crossing the Chasm 1999.
July 2015 Dr. Ute Hillmer
Visionaries Technology enthusiastic businessmen, driven by a dream
• 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 visionaries
July 2015 Dr. Ute Hillmer
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 dream
July 2015 Dr. Ute Hillmer
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” application
July 2015 Dr. Ute Hillmer
PragmatistsLook 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 present
July 2015 Dr. Ute Hillmer
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 ! ?
July 2015 Dr. Ute Hillmer
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 them
July 2015 Dr. Ute Hillmer
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 competence
July 2015 Dr. Ute Hillmer
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 market
July 2015 Dr. Ute Hillmer
Innovation Marketing –
What role does
engagement and
dialog play? “
July 2015 Dr. Ute Hillmer
LaggardsLate
Majority
Early
Adopters
Early
Majority
Innovators
early adopters = visionaries
Time
Mar
ktsi
ze
July 2015 Dr. Ute Hillmer
LaggardsLate
Majority
Early
Adopters
Early
Majority
Innovators
early majority = pragmatists
Time
Mar
ktsi
ze
July 2015 Dr. Ute Hillmer
The
Niche
July 2015 Dr. Ute Hillmer
Time
Mar
ket s
ize
technology life cycle and its buyer
categories
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
July 2015 Dr. Ute Hillmer
Time
Mar
ket s
ize
technology life cycle and “the gap” or:
why you should focus
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Chart based on Moor 1999
July 2015 Dr. Ute Hillmer
Why to choose a niche target market
Become a niche expert
• learn to understand their urgent needs and biggest desires
• know where to find them
• align products and services to the needs in the niche
• learn to speak their language
• understand their processes
• discover their networks and their media mix
• built an effective network and communicate effectively
• They will know you are committed to them
Become #1 in the niche market
July 2015 Dr. Ute Hillmer
Ways out of the niche
Horizontal Expansion:
• Sell more services to the same market
Vertical Expansion:
• Sell your services to more markets
July 2015 Dr. Ute Hillmer
Positio-
ningA Workshop Lecture
July 2015 Dr. Ute Hillmer
What is Positioning?
Positioning defines where your product or service stands in relation to others
offering similar products and services in the marketplace as well as the mind of
the consumer.
Positioning always starts with a “product” (merchandise, a service, a company, an
institution, or even a person….)
but positioning is not what you do to that product. Positioning is what you do to
the mind of the prospect or customer.
Positioning is the act of designing the company’s
offering and image to occupy distinctive place in
the mind of the target market.
Kottler Keller
July 2015 Dr. Ute Hillmer
What is Positioning?
Image by talk2frank from Stock.Xchng
July 2015 Dr. Ute Hillmer
What is Positioning good for?
Position, differenciate and communicateThink from your customers perspective, before you talk to them
#1 RelevanceIs the promissed added value of relevance to your target segment? Doesyour customer care?
#2 DifferenciationAre you unique? Do you offer something „more“ that what your customersoffer?
#3 everybody and everywhere, the message is the sameOne core message from every employee + partner and through everychannel
July 2015 Dr. Ute Hillmer
Target Market
.
.
.
.
..
.
.
July 2015 Dr. Ute Hillmer
Your Customer‘s Job
The tasks your target customer has (don‘t forget the buying center)
What urgent needs do they have?
What are their
Compelling desires?
…
……
…
July 2015 Dr. Ute Hillmer
What are the• largest wins you can gain for our customer
• the biggest benefit, customers can obtain?
• Biggest pains we can offer relief for?
…
July 2015 Dr. Ute Hillmer
The biggest result
Determine the biggest result your customers get
… it must be a big one!
What is your big promise?
People buy results and the
benefits they get from
these results
July 2015 Dr. Ute Hillmer
When and how do you keep our promisses?
When were your
customers really
happy?
Why?
What was the right
fit?
…
…
July 2015 Dr. Ute Hillmer
What product(s) do we offer?
…
July 2015 Dr. Ute Hillmer
Our promise (1)
We help…
…
…
July 2015 Dr. Ute Hillmer
Our promise (2)
What we help our customers do is:
…
…
…
July 2015 Dr. Ute Hillmer
Our promise (3)
Why we do what we do to serve our customers:
…
Our Vision, what we hope to achieve:
…
July 2015 Dr. Ute Hillmer
Our Promise (4)
How we differenciate from alternatives in the
market
…
July 2015 Dr. Ute Hillmer
Positionierung: Value Proposition
• Operative excellence
• Produkt exzellence
• Customer insight
You have a choice:
economicbenefits
emotional benefits
functionalbenefits
July 2015 Dr. Ute Hillmer
Value Proposition
We help …
(do the following things) …
in order to …
July 2015 Dr. Ute Hillmer
Content-
Marketing
July 2015 Dr. Ute Hillmer
Content Marketing Def.Content marketing/custom media
(sometimes called custom publishing,
custom content, or branded content) is
the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers.”
Source: Content Marketing Institute and MarketingProfs
July 2015 Dr. Ute Hillmer
Why Content Marketing
The thinking behind it:
is the belief that if businesses deliver consistent, helpful information to
buyers at the right time, then prospects will ultimately reward the company
with their purchase and loyalty.
Content marketing equips buyers with the knowledge to make better-informed decisions.It is the reason why visitors go to your site.
July 2015 Dr. Ute Hillmer
Content Marketing = Thought Leadership
Content Marketing aims to create
THOUGHT LEADERSHIP
therefor
CREDIBILITY is the magic ingredient
July 2015 Dr. Ute Hillmer
Why is Content Marketing
important?
Average person is exposed to 5.000 ads / offers per day
Buyers have tuned out marketing
July 2015 Dr. Ute Hillmer
Think of an Art Gallery
Where is the Art?
July 2015 Dr. Ute Hillmer
People come to see art, not empty frames or empty walls
Content is the reasonpeople go to your site
July 2015 Dr. Ute Hillmer
Why Content Marketing ?1. Position your company as a expert
2. Encourage your audience to consult you
3. Generate new leads
4. Progress existing leads
5. Built your database
6. Raise awareness
7. Contribute to communities
8. Give your sales team a reason to engage
9. Boost your search engine performance
July 2015 Dr. Ute Hillmer
Importance of Content
The 2014 B2B Buyer Behaviour Survey
July 2015 Dr. Ute Hillmer
Starting Content MarketingShift 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
information
4. Deliver info for maximum impact on goals
5. Measure and recalibrate
or in short: Stop shouting and make yourself useful!
July 2015 Dr. Ute Hillmer
Stop shouting and make yourself useful!
means
1. Consider the interest and the
worldview of your target customer
group (=> segmentation!)
2. Tell a compelling story
for them
July 2015 Dr. Ute Hillmer
Principles of Content Marketing
1. It‘s not about youPut your agenda aside and put your prospects
agenda at the heart of your marketing
2. Pick a single, high –priority issuePick a topic that matters to your audience and
stick to it
July 2015 Dr. Ute Hillmer
Principles of Content Marketing
3. Find some blue waterFind an issue, that has not been beaten to death, if this is not possible, put it in context or look for a new perspective
4. Aim for a neutral tone of voiceDon’t sell – there will be opportunities for selling, once trust has been built. You earn respect by not selling.
July 2015 Dr. Ute Hillmer
Principles of Content Marketing
5. Support your story with dataA strong story supported by credible data is
irresistible.
6. Use your customersReal users have more credibility than you do.
7. Consider 3rd Party credibilityBringing in a recognized analyst can add credibility
July 2015 Dr. Ute Hillmer
Media for Content Marketing
July 2015 Dr. Ute Hillmer
Exkurse:
Subjective
Realities
July 2015 Dr. Ute Hillmer
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
Seth Godin, All Marketeers tell stories, 2009
Mischel and Morf, Handbook of self and identity, 2003.
Kelly, The psychology of personal constructs, 1991
YOUR STORY!
July 2015 Dr. Ute Hillmer
Ein Fahrrad!
July 2015 Dr. Ute Hillmer
Ein Fahrrad!
July 2015 Dr. Ute Hillmer
Ein Fahrrad!
July 2015 Dr. Ute Hillmer
Ein Fahrrad!
Product
July 2015 Dr. Ute Hillmer
Ein Fahrrad! ??
Bla bla ... Blub
blub...
Blobblob...
Blubber blubber...
July 2015 Dr. Ute Hillmer
Content Marketing B2B vs. B2C
- Informative or emotional?
- facts or story?
picture: Sunlab.de
July 2015 Dr. Ute Hillmer
Address prospect emotionally, the degree of emotion depends on target market
Offer facts and statistics that can be used further in combination with emotions.
Wrap content is exciting, emotion-heavy storytelling. Awaken covetousness.
B2B prospects love a good story, but there should be Facts and Information to support the storytelling.
Target market is often multi-Layered e.g. supplement for sports-people: Pro-bodybuilder, beginner, endurance-Sportsmen, fat people, thin people, …
More homogeneous, linear target marketswith functionally diverse buying center
B2C B2B
Content Marketing B2C vs. B2B
picture: Sunlab.de
July 2015 Dr. Ute Hillmer
Social Media => Traffic => Conversions Social Media => Awareness =/= ConversionsSocial Media => Awareness => Trust
Company size not relevant. Fullfillment ofcustomer need dominates the decission
Company must be seen as trust worthy and competent => trust and competence must be built via content.
Emotional value addeddominates
Mixture of emotional andfunktional value dominates
Content Marketing B2C vs. B2B
B2C B2B
picture: Sunlab.de
July 2015 Dr. Ute Hillmer
Content Marketing Challenges
Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs
July 2015 Dr. Ute Hillmer
Best Practice „Talking“
July 2015 Dr. Ute Hillmer
Produktplan,
Business Model+
Marketing
July 2015 Dr. Ute Hillmer
Product-
Performance
Product marketing und its role
Technology ProductsUsers want better services, higher
performance
Chart inspired by Norman 1999, S. 32
Product performance needs
of an average user
Unfulfilled
needs
Over-functionality; most users don‘t use the
extended features
Technology is „good
enough“ and thus
irrelevant. The user-
experience is key.
time
CommodityUsers want ease-of-use, reliability,
low cost
BetaPure
FunktionUser Experience
VersionCare
July 2015 Dr. Ute Hillmer
Traditional Product Development and the role of
Product Marketing
July 2015 Dr. Ute Hillmer
Why is Product
Marketing
changing?
July 2015 Dr. Ute Hillmer
Why must Product Marketing change?
9 out of 10 product innovations are failingCorporate giant or small star-up, low-tech or high tech, online or offline, 9 out of 10 new ideas fail because… our tools are optimized for execution
Illustration copyright of Steve Blank, „The Startup Owners Manual“
With innovations,
you need to be in
search mode!
July 2015 Dr. Ute Hillmer
A Tale of Fail
July 2015 Dr. Ute Hillmer
Webvan: a tail of fail
• A startup that promised delivery of groceries within 30 minutes of
ordering, from state-of-the-art order fulfillment centers manned by
advanced robots.
• Launched 1999;
• $10M, within 2 years $400M, raised;
• 8.5 billion market capitalization on day of IPO
• They had a compelling story, a great b-plan, a long list of features for
SW, warehouse handling,…
• Webvan executed as its board and investors asked
• from launch to fail in 2 years perfectly on plan
July 2015 Dr. Ute Hillmer
One of the largest failures on record
• Founded in 1991 by Motorola and a global partnership of 18
companies
• Planned to built a mobile phone system that would work anywhere on
earth
• Purchased 15 rockets from Russia, U.S. and China, 72 private
satellites were launched into orbit
• 7 Years after launch, the infrastructure was in place; 9 Month after
first call was made, the company was bankrupt.
July 2015 Dr. Ute Hillmer
“New Product Introduction Diagram”
The model is a good fit for an exiting company where customers are known, the product features can be spect‘ed upfront, the market is well defined and competition is understood!
Illustration copyright of Steve Blank, „The Startup Owners Manual“
July 2015 Dr. Ute Hillmer
“Customer Development” ans the changing
Role of Product Marketing
Chart von Eric Ries: Lean Start up
theleanstartup.com
Idee
Bauen
Nutzer-
Daten
Lernen
Produkt /
CodeMessen
Hypothesen zu Fakten machen Ein skalierbares und
wiederholbares Verkaufsmodell finden
July 2015 Dr. Ute Hillmer
Customer Problem:
known
Product Features:
known
Illustration copyright of Steve Blank, „The Startup Owners Manual“
New:
“Customer Development” and
the changing role of Marketing
July 2015 Dr. Ute Hillmer
Customer Discovery
July 2015 Dr. Ute Hillmer
A New Area in Products and ChannelsPhysical products through physical
channelsVirtual products through physical channels
Illustration copyright of Steve Blank, „The Startup Owners Manual“
July 2015 Dr. Ute Hillmer
Innovations-Management: Open by Design
July 2015 Dr. Ute Hillmer
Customer-
Touchpoints
July 2015 Dr. Ute Hillmer
Research the Key Customer Touch Points
Ask the customer how they
– Get information
– Come to a decision
– Order and purchase
– Configure
– Stay in touch
– Use support
– …
Ask + watch your value chain
How do they
– Sell
– Take orders
– Make offers
– Configure products or services
– Communicate and engage
– Do customer support
– Stay in touch
– Use support
July 2015 Dr. Ute Hillmer
Awareness +
Preference
Decision
Preparation /
Pre-Sales
Order + PurchaseProduction +
Logistics
After Sales +
Support
Touch-Point Analysis
• Ads
•Google AdWords
•Google Search
• Banner
•Website
• E-Shop
• Trade Shows
• Sales
• Press Information
• Banner Ads
• YouTube/FB/Xing
• xxx recommends…
•…
• Sales
• Sales back office
• Trade shows
• Customer visit
• Offer
• Price List
• E-Shop
• Configuration-Support
• Catalog
• Brochure
• Image video
• Vendor Website
• …
• Fax
• Telephone
• E-Shop
• Vendor
•…
• Product
• Packaging
• User-Manual
• CD
• Short Brochure
• Invoice
•…
• Installation-Support
• Runtime-Support
• Customer visit
• In-house tradeshow
• Newsletter
• Product-Flyer
• Brochure
• Reference Customer
Story
• Customer-Event
• Roadshow
July 2015 Dr. Ute Hillmer
Informationsquellen
#1 Internet
#2 Messen
#3 Fachzeitschriften
#4 Blog
Erstkontakt: Internetrecherche !!
Informationsquellen/Kommunikation der Kunden
Aktive Kontaktpunkte
#1 schreiben Email / Telefon
#2 gehen Online
#3 „ich weiß was wir brauchen“
#4 „wir haben einen Rahmenvertrag“
July 2015 Dr. Ute Hillmer
Internet
Google Search
Hersteller Webseite
Webseite
Blogs (aa)
Informationsquellen der Kunden
Messen
aa
bb
cc
Fachzeitschriften
ITK, PC, SW, Automationstechnik,
Maschinenbau, Elektronik, Branchen FZ
„Ich weiß nicht wie die heißen“:
Markt&Technik, electronic, etz, ct,
computer business, Computer Reseller
News, Computer Woche, Linux
Magazin, Industrie und Technik,
Electronic Automation, Antriebstechnik
xx wird nicht als Informationsquelle wahrgenommen
July 2015 Dr. Ute Hillmer
Suggested Reading
• Value Proposition Design by A. Osterwalder, Y.Pigneur
• 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 Kawasaki
July 2015 Dr. Ute Hillmer
July 2015 Dr. Ute Hillmer
Dankeschön!
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HERZLICHEN DANK FÜR
IHRE AUFMERKSAMKEIT!
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© 2015 School of International Business and Entrepreneurship (SIBE) der Steinbeis-Hochschule Berlin I www.steinbeis-sibe.de I Dr. Ute Hillmer