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BEST OF BRANDS HUR DITT B2B-FÖRETAG LYCKAS ONLINE
PETTER GREEN ∙ 24 OKTOBER, 2013
2X B2B eCOMMERCE
B2C-MARKNADEN
90% I ÅLDERN 18-35 GÖR
B2B-KÖP ONLINE 70% SKULLE KÖPA MER ONLINE
PÅ MER LÄTTANVÄNDA B2B-SAJTER
UTMANINGEN
NORTH AMERICA
EUROPE
LATIN AMERICA
ASIA-PACIFIC
High taxation
Cyber risk
Loss of
Customers/
cancelled orders
High taxation
Loss of
Customers/
cancelled orders
Changing
legislation
Loss of
Customers/
cancelled orders
High taxation
Talent and
shortage skills
shortage
Price of
material inputs
High taxation
Currency
fluctuation
GLOBAL ORO FÖR ATT KUNDERNA INTE
SKA VILJA ELLER KUNNA KÖPA.
SUSTAINABLE COMPETITIVE
ADVANTAGE IS NOW THE
EXCEPTION, NOT THE RULE.
TRANSIENT ADVANTAGE IS
THE NEW NORMAL.
RITA GUNTHER McGRATH,
”THE END OF COMPETITIVE ADVANTAGE”
(HARVARD BUSINESS REVIEW PRESS, 2013)
1. GLOBALISERINGEN
DINA PRODUKTER ÄR INTE UNIKA.
DET MESTA KAN KOPIERAS.
(i alla fall inte särskilt länge.)
LOGO Ceci n’est pas une brand.
3. DET TRANSPARENTA VARUMÄRKET
3. DET TRANSPARENTA VARUMÄRKET
Detta är
ditt brand!
YOUR BRAND IS FORMED
PRIMARILY NOT BY WHAT YOUR
COMPANY SAYS ABOUT ITSELF,
BUT WHAT THE COMPANY DOES.
JEFF BEZOS,
AMAZONS GRUNDARE
VARUMÄRKET I FARA!
B2B decision makers say that
brand is almost as important as
the efforts of sales teams in
encouraging them to make out
a purchase order.
“
”
“Why B-To-B Branding Matters More Than You Think”, (Forbes, 2013-06-24).
Agnes Claye, Blair Crawford, Sascha Lehman, Thomas Meyer – McKinsey & Co
4. CONSUMERS AT WORK
Ok…Now what?
THERE IS ONLY ONE BOSS. THE
CUSTOMER. AND (S)HE CAN FIRE
EVERYBODY IN THE COMPANY
FROM THE CHAIRMAN ON DOWN,
SIMPLY BY SPENDING HIS/HER
MONEY ELSEWHERE. SAM WALTON,
WALMARTS GRUNDARE
FOKUSERA PÅ KUNDEN 01
VI SÄLJER INTE PRODUKTER. VI SÄLJER INTE TJÄNSTER. VI SÄLJER VÄRDE.
SKAPA NYTT VÄRDE HELA TIDEN (BLANDA DIGITALT & FYSISKT) 02
03 LEVERERA EN POSITIV OCH KONSISTENT UPPLEVELSE
ÖVER ALLA TOUCHPOINTS
KUNDRESAN
KANALER Google
Vår
website Mobile Print
Event
Kund-
service Social Produkt
(NÅGRA EXEMPEL)
Get support
Get support
Get support
Get support
CONSIDER • CREATE ATTENTION AND INTEREST
• DRIVE CONTACTS AND ENQUIRIES
• GENERATE SALES LEADS
• CLOSE SALE
EXPERIENCE • ENABLE GOOD CUSTOMER SERVICE
• CREATE REPEAT-SALES
• CREATE LOYALTY
REPEAT SALES
Get support
CONSIDER • CREATE ATTENTION AND INTEREST
• DRIVE CONTACTS AND ENQUIRIES
• GENERATE SALES LEADS
• CLOSE SALE
EXPERIENCE • ENABLE GOOD CUSTOMER SERVICE
• CREATE REPEAT-SALES
• CREATE LOYALTY
REPEAT SALES
“By the time a B2B purchaser
actually engages with a
company or with a sales rep
from that company, they’re 57%
of the way through their
decision process.”
Ur studie från Corporate Executive Board för Googles räkning, 2013
THOUGHT LEADERS CONTENT MARKETING
VELUX –
INSPIRERANDE SÄLJSTÖD
Get support
VESTAS –
ADDERA DIGITALT VÄRDE TILL PRODUKTEN
SITEGROUND – SMART MERFÖRSÄLJNING
Get support
GE CAPITAL – RELATIONSBYGGANDE COMMUNITY
SITEGROUND (IGEN) –
GRYM SUPPORT OCH SMARTA GÅVOR
ATTRAHERA KONVERTERA UTVECKLA
MÄT, LÄR OCH FÖRBÄTTRA
BEHÅLLA
DIGITALT DNA
BEST OF BRANDS
Cowboys Digital leaders (Digital DNA)
Beginners Conservatives
TRANSFORMATIV INTENSITET
DIG
ITA
L IN
TE
NS
ITE
T
INNOVATE OR DIE?
PETTER GREEN
@trepourage
TACK!
Creuna Sverige
@creunaSE
@creuna_SE
#creuna
@creuna_SE
#creuna