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Trends in B2B marketingSimon Kibsgård, Marketing Director & Lead Digital Business Consultant

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Morgenbriefing

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Help up improve and participate in the draw for an inspirational briefing in your organization

Inspiration delivery?

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What does reality look like from where you are sitting?

How do we respond to channel conflicts?

What creates eCommercesuccess? And can we get that

DNA?

Which marketing disciplines do we need to master in the

future?

How can we make use of our sales team in digital

contexts? ?

What is most important for you in your position?

and you can repeat the agenda throughout

Agenda

© Creuna

1 About Creuna2 Profiling the modern B2B buyer3 B2B Marketing trends – and four persistent themes4 Establishing the right skillset

About CreunaA brief introduction

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In the age of the customer intimacy beats exposure

© Creuna

Aarhus

HelsinkiOslo

Gothenburg

Copenhagen

StockholmStavanger

Creuna at a glance

© Creuna

Helsingborg

Agency typeFull Service Digital Agency

Size & Weight340+ visionary people.8 offices in all 4 Nordic countries. Largest agency of our kind in the Nordic Region.

BirthdayBorn digital 1st April 2001

Profiling the modern B2B buyer

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Connect the business to the buyer

Competitive advantages

© Creunahttps://www.forrester.com/Winning+In+The+Age+Of+The+Customer/fulltext/-/E-res119546

Age of manufacturing

Mass manufacturing makes industrial

powerhouses successful

1900

Age of the customer

Empowered buyersare here and they

demand a new levelof customer obsession

2010

Age of information

Connected PC’s and value chains leads to

improvement in information flows

1990

Age of distribution

Global connections and transportations

systems makes distribution key

1960

Meet the modernB2B buyer

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B2B customers are 60-90 % through the purchasing process before engaging

with vendors. Forrester Research

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

B2B buyers prefer digital self-service

© Creunahttps://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288

I prefer gathering information online on my own

I prefer not to interact with a sales rep

Buying from a website is more convenient

I prefer to buy online whenI’ve decided what to buy

53%59%

74%

93%

40% of corporate buyers spend at least half of their procurement budget online.

© Creunahttp://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b

57% of those who buy online make purchases of $5,000 or more.

Acquity Group

forward online content to

more than 25 people.CMO Council

© Creunahttp://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/ - Image

59%

© Creunahttp://bit.ly/1kxDB5P & http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html - Image

99% of buyers place high emphasis on the

trustworthiness of the content they view but only 9% trust content from

vendorsDemandGen Research & CMO Council

© Creuna

Compare prices and products

Read feature articles about trends and strategies

Visit vendors and look for product information

Watch videos

67%

Browse and participate in forums and networks

Read case studies

Read white papers

65%

57%

48%

47%

41%

34%

http://www.emarketer.com/Article/B2B-End-User-Buyers-Human-Too/1011423/1

Yes, mobile content is in demand!

How brands should respond

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“Today’s marketers must connect with empowered customers, engage with customers once those connections are made and nurture customer obsession throughout the organization.”

© Creuna

Outside-in: consistency, relevance and customer engagement

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discover

searchinvestigate

compare

decision

advocate

attract

Purchase

acquireretain

use

get supportshare

trust

Prepare for on-demand marketing by consistently providing…

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customer value

transparency

desirability

efficiency

convenience

be real becausecustomers know

everything

make attractive products and services your customers will

identify with

be so easy to do business with, that switching becomes cumbersome

free up customers’ time instead of

stealing it

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Trends

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Upsell & cross-sell+Convenience is king

+The sales-services battle+(Re)targeting

+B2B knows customers+Self service differentiate

Trends

© Creuna

Upsell & cross-sell+Convenience is king

+The sales-services battle+(Re)targeting

+B2B knows customers+Self service differentiate

Trends

© Creuna

Upsell & cross-sell+Convenience is king

+The sales-services battle+(Re)targeting

+B2B knows customers+Self service differentiate

Trends

© Creuna

Upsell & cross-sell+Convenience is king

+The sales-services battle+ (Re)targeting

+B2B knows customers+Self service differentiate

Trends

© Creuna

Upsell & cross-sell+Convenience is king

+The sales-services battle+(Re)targeting

+B2B knows customers+Self service differentiate

Trends

© Creuna

Upsell & cross-sell+Convenience is king

+The sales-services battle+(Re)targeting

+B2B knows customers+Self service differentiate

Trends

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Advocacy for risk averts+End channel conflict

+B2C experience drive B2B

+Storytelling+Shareable content

+CJM, CEM & omnichannel

Trends

© Creuna

Advocacy for risk averts+End channel conflict

+B2C experience drive B2B

+Storytelling+Shareable content

+CJM, CEM & omnichannel

Trends

© Creuna

Advocacy for risk averts+End channel conflict

+B2C experience drive B2B

+Storytelling+Shareable content

+CJM, CEM & omnichannel

Trends

© Creuna

Advocacy for risk averts+End channel conflict

+B2C experience drive B2B

+Storytelling+Shareable content

+CJM, CEM & omnichannel

Trends

© Creuna

Advocacy for risk averts+End channel conflict

+B2C experience drive B2B

+Storytelling+Shareable content

+CJM, CEM & omnichannel

Trends

© Creuna

Advocacy for risk averts+End channel conflict

+B2C experience drive B2B

+Storytelling+Shareable content

+CJM, CEM & omnichannel

© Creuna

Greatstorytelling

Shareable content

B2C experiences

drive B2B

Customer journeys &

omni-channel

Overcoming the channel

conflictsGo global

Sales services

battleConvenience

is king

Advocacy for the risk avertSelf services

Upsell &Cross- sell

(Re)targeting

B2B knowscustomer

needs

B2B Marketing Trends

© Creuna

Greatstorytelling

Shareable content

B2C experiences

drive B2B

Customer journeys &

omni-channel

Be valuable

Overcoming the channel

conflictsGo global

Sales services

battle

Integrate

Convenienceis king

Advocacy for the risk avertSelf services

Get intimate

Upsell &Cross- sell

(Re)targeting

B2B knowscustomer

needs

Be relevant

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Be valuable

Valuable content covers the tools, services and information our customers appreciate as it helps them meet their goals effectively and efficiently.

Definition: Be valuable

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Bro ch u res Presen tati o n s Wh i te papers Vi deo s Co rpo rate bro ch u resI n f o graph ics Webcasts A n al y st repo rts E bo o ks

What they do

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The most popular types of push content

http://www.emarketer.com/Article/B2B-Content-Strategies-Have-Room-Improvement/1012806

0

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Bro ch u res Presen tati o n s Wh i te papers Vi deo s Co rpo rate bro ch u resI n f o graph ics Webcasts A n al y st repo rts E bo o ks

What they do

What they value

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The most popular types of push content… and where they see the value

http://www.emarketer.com/Article/B2B-Content-Strategies-Have-Room-Improvement/1012806

The content marketing sweet spot

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Customers & market

What do customers desire are where are

their needs not yet met?

Brand & business

What is our DNA, our objectives, and what

stories are we able to tell?

authenticity +

relevance

The customer journey map is the key to provide value at the right time.

© Creuna

© Creuna

Case: Be valuable

Job: Architect, Project ManagerTask: Renovating the facade of a law firm in Copenhagen.Digital Maturity Level: Medium-high

© Creuna

The line of visibility

The customer journeyReads a blog post

about facade renovation

Searches on Google for “Rockpanel facade

renovation”

Visits the multi-languaged Rockpanelwebsite and looks at

the different cases

Still on the Rockpanelwebsite, the architect

starts reading the documentation

Writes an e-mail to the relevant Area Manager to

request pricing information

Types of content

What the customer can’t see

Blog post Rockpanelwebsite

Rockpanelcase section

Rockpaneldata sheets

Marketing Department

System Designers

Marketing Department

Account Management

Product Specialists

Methodology: Forrester Research

Contents influence the customer journey and needs to fit in

Contact information

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but is our contentInteresting and engaging or valuable and useful?

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Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations of

the colours, but we still recommend these second to darkest ones

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

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Does the home page speak to customer issues, not just talk about the company, products, or services?

Does the website provide content targeting different audiences or roles?

Does the content provide utility — things customers can do without downloading a demo or calling?

Is any of the content entertaining or emotionally inspiring?

Do customer case studies expose real problems and quantifiable results?

https://www.forrester.com/Brief+B2B+Content+Fails+The+Customer+Engagement+Test/fulltext/-/E-res114103

How engagingis your content?

Can Your Content Pass the Engagement Test?

© Creuna

Does the home page speak to customer issues, not just talk about the company, products, or services?

Does the website provide content targeting different audiences or roles?

Does the content provide utility — things customers can do without downloading a demo or calling?

Is any of the content entertaining or emotionally inspiring?

Do customer case studies expose real problems and quantifiable results?

https://www.forrester.com/Brief+B2B+Content+Fails+The+Customer+Engagement+Test/fulltext/-/E-res114103

Measure the impact of your content and challenge whether your approach is profitable.

© Creuna

© Creuna

Be valuable

Be relevant

Being relevant is the process of personalizing content to individual customers’ characteristics, preferences and contexts, thereby driving desirable actions.

Definition: Be relevant

© Creuna

Customization vs Personalization

© CreunaForrester Research

Maximize usability

Maximize value

Customization:• Targeted to everyone• Anticipation of customer needs• Straightforward experience• Adapt products to desired use• Improved productivity and usability

Personalization• Targeted to segments or individuals• Anticipation of customer needs • The “Aha” experience• Drive desirable actions/behaviors• Higher conversion rates, increased retention

© Creuna

Personalization drives desired behavior

Marketers are currently relying on basic data for personalization.

© Creuna

Types of data used for personalization

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Q: What types of data do you use to personalize experiences?

http://www.emarketer.com/Article/Marketers-Stuck-on-Basic-Data-Personalization/1012763

Email address Name Location Demographics Cookies IP address Social ID

57%

45% 41% 40%34% 33% 30%

Other variables might be interesting

© Creuna

Context

Attitude

Responses

© Creuna

Utilizing the right data?

List of Personalization Variables

© Creuna

Category Type ExamplesProfile • Identity

• Demographics• Accounts/IDs• Tech ownership/use• Preferences• Attitudes

• Name, address, birthday• Age, gender, family status, children• Email address, social network IDs, account numbers and types• Devices, IP/MAC addresses, software, services• Opt-ins/outs, travel preferences, channel/communication preferences• Propensity, beliefs, values

Affinity • Memberships• Affiliations

• Social graph (Relationships), LinkedIn groups, loyalty programs• Schools, organizations, political and social causes/groups

Sentiment • Feedback• Ratings/opinions

• Surveys comments, emails/class, complaints• Product opinions, likes/dislikes, ratings, ratings and reviews, stars, referrals

Behaviours • Interactions• Transactions• Marketing responses• Testing responses

• Clickstream, footfall data, app usage, IVR records/transcript• Purchases, subscriptions, deposits/withdrawals, trades• Views, click-throughs, conversions, acceptances • Solution preferences, effort score, time-to-completion, completion rate

Content • Social media• Applications• Files• Biographic content

• Tweets, blog posts, Facebook wall, Quora questions/answers• Calendar, email, contacts, to-dos, browser favorites/history, playlists• Documents, photos, music, movies/videos, eBooks• Articles, citations, LinkedIn profiles, Wikipedia entries, public records

Context • Time/location• Environment• Situation• Journey/activity

• GPS position, day of week, time of day, beacon proximity• Temperature/weather, ambient noise, light levels• Sensor data (movement, orientation, companions• Intent, goals progress

https://www.forrester.com/Personalization+And+The+Rise+Of+Individualized+Experiences/fulltext/-/E-res115794

© Creuna

Utilize relevance to drive desirable actions

© Creuna

Be valuable

Get intimate

Be relevant

Get in close with your customers to establish a proposition for emotional and rational loyalty: knowledge-sharing, advocacy, re-purchase, share of wallet

Definition: Get intimate

© Creuna

More than a club…

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“Loyalty has become synonymous with points, discounts and rewards – not with the customers’ emotional loyalty and devotion to a company, product or service. “

- Emily Collins, Forrester Research

Source: Forrester Research

In B2B “the customer is many”. Know who they are and what motivates them.

© Creuna

Reward, recognize & engage

© Creunahttps://www.forrester.com/Craft+A+Loyalty+Strategy+That+Raises+Your+Maturity/fulltext/-/E-res91681

The building blocks of a loyalty program:

Strategy

Customer Data

PerformanceManagement Program

DesignProgram

Execution

Solar Fastbox

© Creuna

Don’t expect to earn your customers’ devotion with a generic loyalty program.

© Creuna

© Creuna

Integrate

Be valuable

Get intimate

Be relevant

The future of B2B eCommerce is – a part from catching up with B2C – to integrate with the customers’ value chains to increase value creation, productivity and rational loyalty.

Definition: Integrate

© Creuna

85% would discard their loyal supplier for a vendor with a lower price.

© Creunahttp://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b

71% would discard their supplier for a vendor with a more convenient buying process.

Acquity Group

© Creuna

eCommerce will eliminate more than 20% of all B2B sales jobs by 2020.

Forrester Research

© Creunahttps://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288

© Creunahttp://www.gartner.com/newsroom/id/2587415

81%value interaction with experts

38%value interaction with sales reps

B2B buyers only want to talk with vendors in specific cases

© Creuna

When product requires service

When product is expensive

When product requires installation

When product is complex

64%67% 67%

82%

When price needs to be negotiated

91%

https://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288

Q: For what types of purchases do you prefer to interact with a sales rep?

Integrate with everyone and empower sales people to nurture the big ones

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© Creuna

Handling the credit crunch

Loyalty for the next level!

© Creuna

RESPONSE:{

"customerId" : 1234,"delivered" : "2015-03-19 10:13:23","status" : "paid","products": {[{"name" : "22 mm AO-Steel bøjning, 90G. 2 muffer","modelnumber" : 034702022,"customerprice" : 25.95,"price" : 15.65,"quantity" : 5

},{"name" : "22 mm AO-Steel bøjning, 90G. 2 muffer","modelnumber" : 034702022,"customerprice" : 32.95,"price" : 19.43,"quantity" : 3

} ]}

}

REQUEST:https://ao.dk/api/customer/products?OrderId=4321

Integrators challenged by tradition

© Creuna

Sell only viadistributors

Sell a part of the assortment

directly

Sell via distributors

and direct with benefits for distributors

Sell directly to customers

Just go global!

© Creuna

an uber for global ecommerce?

Establishing the right skillset

© C reu n a

A marketing skillset for the age of the customer

© Creuna

Data

Design

Business

Tech

branding & advertisingCreative conceptsexperience designgraphic designcontent

web + app developmentPerformance optimizationtracking setupssystem integrations

business development + optimisationinsights & strategy & prioritisationcustomer experience management

data-based processesVisualisation + DashboardsautomationActionable reports

To fulfill ambitions, we must evolve and build our competencies one step a time

© Creuna

Getting basics right

Establishing a platform

Integrating for optimization

Serving targeted value

Value-based campaigning

The brand as an ecosystem

1 2 3 4 5 6

Be valuable

Be relevantGet intimate

Integrate

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

thanks for listeningSimon Kibsgård, Marketing Director & Lead Digital Business Consultant

© C reu n a

simon.kibsgaard@creuna.dk

+45 22 49 83 41

creuna.dk

+45 70 20 00 42