From Mass Marketing to 'Systems of Engagement' OR 10 Ingredients for Successful 'Systems of...

© 2014 IBM Corporation

From Mass Marketing to 'Systems of Engagement'(with special Focus on B2B)

Stefan Pfeiffer – Marketing Social Business Europe

May 2014

Document number


OR: 10 Ingredients for a Successful

'System of Engagement' in Marketing


Buyer dynamic changes the role of B2B Marketing

„Although it varies greatly with product complexity and market maturity, today’s buyers might be anywhere from two-thirds to 90%

of the way through their journey before they reach out to the vendor. For many product categories, buyers now put off talking with

salespeople until they are ready for price quotes. “

Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey/

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey


The Disappearing Sales Process

„According to the study, customers reported to being nearly 60 percent through the sales process before engaging a sales

rep, regardless of price point. More accurately, 57 percent of the sales process just disappeared.“

Source: http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/

http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/



Todays Marketing is no (longer) the Megaphone Approach


The Death of Mass Marketing ....

Marketiers are used ... to send Direct Mail to send E-Mail to let prospects

being called by TeleAgents

and meanwhile to spread Marketing SPAM through Social Media

7


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

8


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

… and this includes SPAM on Social Channels


... in the Age of 'OptOu't and 'Unsubscribe'

Customers are bored by non personalized, non-valuable Marketing Messages and SPAM

Customers tend to opt out of mailing lists and newsletters because of no value

Data Privacy Regulations get more and more rigid - from Email to Calling


From Mass Marketing to 'Systems of Engagement' ...

http://blogs.forrester.com/ted_schadler/12-02-14-a_billion_smartphones_require_new_systems_of_engagement

Defined by Geoffrey MooreIllustrated by Forrester Research


… or from 'Inbound' to 'Outbound' Marketing

Full Infographic under http://mashable.com/2011/10/30/inbound-outbound-marketing/

http://mashable.com/2011/10/30/inbound-outbound-marketing/


A B2B Buyer's Journey ...

Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey#

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey


Which Information Sources do B2B Buyers use when?

Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf

http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf


Which Information Sources are most influential for B2B Buyers?




16

Offline interactions Web site activity

Web ads

Mass media data

Call center

Email

Social

The Customer in the Centre ... ... and provide Value to him


17

'Systems of engagement': Focus on the Individual,


10 Ingredients for a Successful

'System of Engagement' in Marketing


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

(1) Integrate Owned, Paid, Earned and Social


Integrate „Owned“, „Paid“, „Earned“ and „Social“

Row 1 Row 2 Row 3 Row 40

2

4

6

8

10

12

Column 1

Column 2

Column 3

http://www.previewnetworks.com/blog/earned-social-media-strategy-difference/




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


@TechieDaveJ

Continous Improvement of Your Web Site - Tracking customer activity to learn what they want most





(3) Content is King – Deliver the content the customer wants


Content Consumption by Role

What do technology buyers look for in content?

WHITE PAPERS—Respondents are most disappointed by too much focus on vendor or product information. ...

CASE STUDIES—In general, buyers overwhelmingly prefer traditional written case studies to those presented as audio, video, one-page summaries, ...

VIDEO—Buyers most want video that features a relevant topic, followed by a high production value. Humor is also highly rated. That suggests buyers want to be entertained as well as informed.

“Customer Engagement: The Role of Content in the IT Purchase Process,” IDG Enterprise, September 2013.

Eccolo Media 2014 B2B Technology Content Survey Report

http://eccolomedia.com/2014_B2B_executive_summary.html#sthash.oZuxFMZZ.xSfAFqbO.dpbs


Asets ranked Very or Extremely Influential

Eccolo Media 2014 B2B Technology Content Survey Report

http://eccolomedia.com/2014_B2B_executive_summary.html#sthash.oZuxFMZZ.xSfAFqbO.dpbs


26

IBM sponsorship branding and

SMAC categories

Introduction of the

Experts

Question of the

week

Videos

Newest theme articles

IBM_Experts

Twitter feed

Ask the experts:

User questions & Expert answers

Downloads

Meet the IBM

Experts Mobile

readers articles/posts

Example: IBM [email protected]






(4) Tell interesting Real Life Stories


The Making of „Made with IBM“

https://www.youtube.com/watch?v=XOcOQS1jH2E

Neue Kampagne #MadeWithIBM – Von TV Spots, Story Telling und viralem Marketing (German language)

https://www.youtube.com/watch?v=XOcOQS1jH2E

http://digitalnaiv.com/2014/05/05/de-neue-kampagne-madewithibm-von-tv-spots-story-telling-und-viralem-marketing/

http://digitalnaiv.com/2014/05/05/de-neue-kampagne-madewithibm-von-tv-spots-story-telling-und-viralem-marketing/


Story Telling: Made with IBM

#MadeWithIBM

The Video

The website:ibm.com/MadewithSocial

https://www.youtube.com/watch?v=RAwlY4a52Wo

http://ibm.com/MadewithSocial


How to write a #MadeWithIBM Story ...







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


„IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.This expands IBM’s capabilities to scale

personalized customer engagement beyond Unica—certainly in email, but across all digital channels.“

http://www.altimetergroup.com/2014/04/battle-of-the-marketing-clouds.html

Add Behavioral Marketing and Personalization Abilities to Enterprise Marketing Management

http://www.altimetergroup.com/2014/04/battle-of-the-marketing-clouds.html


„While IBM has an army of assets in play for marketing, the reality is that you need mass personalization at scale to deliver on relevancy and context. Silverpop brings this and their ability to effectively keep identities in context regardless of how that individual is engaging

inside a brand and potentially with other brands. The benefit of Silverpop is that it's not limited to just B2B or B2C. It's been effective for customers across all types of companies.”

Ray Wang, Constellation Research on CMSWire

„You need Mass Personalization at scale to deliver on Relevancy and Context“

http://www.cmswire.com/cms/customer-experience/was-ibms-hand-forced-by-industry-to-acquire-silverpop-024799.php?pageNum=2









(6) Understand your Social Business Network


„The Social Business Network“

http://www.forbes.com/sites/joelyork/2013/04/10/the-social-business-network/

http://www.forbes.com/sites/joelyork/2013/04/10/the-social-business-network/


… but in Reality it often looks like this


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









(7) Identify who is influencing your customers


On the Importance of Influencers and Influencer Marketing




On the Importance of Influencers and Influencer Marketing












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


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


Gartner Says By 2014, 10-15 Percent of Social Media Reviews to Be Fake, Paid for By Companies

„With over half of the Internet's population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more

positive reviews than their competitors and solicit ‘likes’ on their Facebook pages,” said Jenny Sussin, senior research analyst at Gartner. “Many marketers have turned to paying

for positive reviews with cash, coupons and promotions including additional hits on YouTube videos in order to pique site visitors' interests in the hope of increasing sales,

customer loyalty and customer advocacy through social media ‘word of mouth’ campaigns.”

http://www.gartner.com/newsroom/id/2161315

http://www.gartner.com/newsroom/id/2161315











(9) Activate your Customers


What would your Customers do for you?




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




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




„Your Customers are an Extension of Your Organization“

„Your users and customers are now, more than ever, your boss. They’re an extension of your organization. They’re your:

* Evangelists through word of mouth recommendations

* Sales people through referral networks

* Marketing arm through ratings and reviews

* Customer support through forums and user groups“

Source: http://bloomthink.com/2014/04/30/the-top-4-key-concepts-driving-digital-transformation/

http://bloomthink.com/2014/04/30/the-top-4-key-concepts-driving-digital-transformation/












(10) Social Everyone – Activate your workforce


Everyone Social - Activate and motivate your Employees to be your Ambassadors

Sales People in Business Networks

Advocates in Blogs

HR on Recruiting Sites

Technical Experts in Blogs, Forums and User Groups

Customer Support IN Social Channels

Marketing orchestrating Social Channels

Product Development in User Groups...


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












(10) Social Everyone – Activate your workforce


Understand what the Customers really want!

„All customer experiences must be positive

* Sales engagements should not be one-off engagements

* Long-term relationships must be built and maintained

* Sales enablement is critical

* The relationship does not stop once the installation is complete or the warranty expires

*Customers want to hear about how others have addressed similar challenges successfully“

Source: Text100 - Influence Index: Paving The Path To Advocacy - Global Insight Into The B2B decision-Maker Journey


Stefan PfeifferMarketing Lead Social Business Europe

IBM Deutschland GmbH Wilhelm Fay Str. 30-3465936 Frankfurt

Tel [email protected]: DigitalNaivBlog: http://digitalnaiv.com

Vielen Dank! Thank you! Merci beaucoup!


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