© 2020 The Lubrizol Corporation

Selling and Storytelling –

Building an Insights Culture in

B2B2C

Matthew Rudd, Director

Consumer & Market Insights

© 2020 The Lubrizol Corporation 2

▪ Director, Consumer & Market Insights

▪ Lubrizol since 2011

▪ Formerly at Castrol (BP) in UK, Latin America, North America

▪ Started career at Bass Brewers in UK (now MolsonCoors, ABInBev)

▪ B2C and B2B experience in Sales, Category Management, Account

Management, Trade/ Customer Marketing, Brand Marketing and now

Insights…

Matt Rudd

© 2020 The Lubrizol Corporation

Contents

Background

‒ The drivers for insights and creating strategic intent

Early Days

‒ Getting started, buy-in and quick wins

Moving Forward

‒ Taking things to the next level

3

© 2020 The Lubrizol Corporation

The Lubrizol Corporation

▪ 92 years old. Headquartered in

Cleveland, OH

▪ Key businesses in automotive and

industrial additives, engineered

materials, and personal / home /

health care

▪ Berkshire Hathaway owned

▪ Chemistry / technology focused,

ingredient suppliers

4

© 2020 The Lubrizol Corporation

The Drivers

▪ Industries evolving rapidly, impacting what it means to be a valued and

trusted supplier

▪ Large number of customers in B2C

▪ B2B customers have similar pain points

▪ Partners who can identify problems to solve through the

commercialization process

▪ Moving to be more market driven and looking further down value chain

▪ Sharpen commercial/ marketing acumen internally

5

© 2020 The Lubrizol Corporation

Creating Strategic Intent

6

CMI Mission CMI Vision

▪ Positive cultural impact - develop high-performance, accountable team

▪ Marketing excellence - robust insights engine & validated ROI

▪ Fuel product innovation – articulate customer / consumer needs

▪ Drive commercial innovation - category insights + validated consumer solutions

▪ Enable success – uncover new growth opportunities and reduce risk

CMI Strategy

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Getting Quick Wins

Chose Involvement Carefully

▪ Feed the Hungry

▪ Overdeliver

▪ Don’t stop at report delivery

7

Example – Home Care

▪ Product idea languished

▪ Expert qualitative research to let

consumers tell our product story

▪ Use insights with key customer to get

project acceptanceLaundry Ethnographies, Atlanta

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Roadblocks / Getting Buy-in

Nay-Sayers

▪ What will this cost?

▪ But we are consumers

▪ Brands already do research

8

C&MI Project Brief

• Business Unit issue• Hypothesis/Key question• Use of findings• Measure of success• Timing• Scope• Contingencies • Methodology• Key measures • Deliverables • Accountability Statement

Prepare

▪ Iterate: Refine (and re-refine) the questions▪ Tie to business strategy & outcomes

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Methodology, Pragmatism, Perseverance

9

Prepare

▪ Walk through research brief

▪ Explain the methodologies

Anticipate

▪ Where do you find people?

▪ How will you ask about our

ingredient?

▪ Why did you ask about …?

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Qualitative

10

Prepare

▪ Focused recruit

▪ Hypotheses

▪ Relevant exercises

▪ Protocols

Anticipate

▪ Managing the back room

▪ Setting expectations

▪ Explaining need for rigor

Performance Denim Focus Groups, Chicago

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Quantitative

11

Prepare

▪ Actionable code lists and exercises

▪ Get to the point - quickly

Capturing quantitative data from

Truck Drivers, Xi’an, China

Anticipate

▪ Leadership expectations of

actionability

▪ Linking to business objectives

▪ Interpreting the data

© 2020 The Lubrizol Corporation

Outcomes & Impact and the Right Story

12

The benefits our chemistry

delivers is 2X more important

than [current lead attribute] and

is worth a premium at retail

Prepare

• Tailor final presentation decks to

audiences

• Tie to business needs

Anticipate

• Misunderstanding

methodologies

• Confusion with turning insights

into actions

© 2020 The Lubrizol Corporation

Key Elements of the Story

13

Emotional

Connection

Functional

Attributes

Great Insights ≠ Buy-In

• Weave emotional component

into the data to leave a lasting

impression

• Turning ‘just the facts’ into a

prescription for action

• Know the culture – find common

ground and common language

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Building the Stable

14

SecondaryQualitative

Quantitative

• Define

• Analyze

• Streamline

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Market Driven – Challenges to Full Enablement

15

KnowledgeSilos

TribalKnowledge

Signal to Noise

Soft onMethodology

Limited cross-

market synergy

Insight

attrition

Over-reliance

on news

Hypothetical

value propositions

Purchased

information overlap

Missing weak

signals

Confirmation

bias

Slow decision

making

© 2020 The Lubrizol Corporation

Insights Engine – Enabling Digital Tool

16

Single Touchpoint

All Market Info Types

Proactive AI /Natural Language

Search

InsightCapture

Democratize insights to business and innovation teams

Single version of truth

Increase efficiency and decision speed

Connect dots automatically

Preserve and cultivate our institutional knowledge

© 2020 The Lubrizol Corporation

Insights ROI

17

Source: Boston Consulting Group CEO Survey 2015

© 2020 The Lubrizol Corporation

Lessons Learnt

▪ Assess the landscape, feed the hungry, find quick wins

‒ Listen well, ask good questions, and then solve problems

▪ Develop pragmatic processes built on strategic intent

‒ Lack of strategic intent creates uncertainty in accountabilities

‒ Die on the hill of methodological rigor, until you don’t need to anymore

▪ Don’t assume B2C companies know it all, or have limitless resources

▪ Invest time and resources in creating stories

▪ Measure everything

‒ Data can tell part of the ROI for the organization

‒ Progress in early stages may be qualitative, empower others to tell the story18

© 2020 The Lubrizol Corporation 19

THANK YOU