#1nlab14: reimagine marketing
Post on 03-Jul-2015
465 Views
Preview:
DESCRIPTION
TRANSCRIPT
Reimagine Marketing
Challenging What We Know About B2B
John Simpson @johnlsimpson3
WHY REIMAGINE MARKETING?
The ‘world’ has changed more in the last two years than in the past 50.
76%
Source: Adobe Summit 2014
My role will change significantly in the next three years.
81%
Source: Adobe Summit 2014
I need to take more risks.
54%
Source: Adobe Summit 2014
I want to reinvent myself.
40% …but I don’t know how to do it.
86% Source: Adobe Summit 2014
WHAT DOES REIMAGINE MEAN?
• Large image slide with logo.
• Large image slide with logo.
ASSUMPTION B2B Audiences Make ‘Rational’
Decisions
REIMAGINED B2B Brands Embrace
Person-to-Person
https://www.youtube.com/watch?v=I9IbTd-I5JU
Will We Ever Find LOVE?
Source: APCO Insight, www.apcoinsight.com
8 Factors for LOVE
“Our research shows that emotional attachment, not cognitive differentiation of product attributes, is the most reliable predictor of brand choice and loyalty."
Source: APCO Insight, www.apcoinsight.com
Emotional Linking
Source: APCO Insight, www.apcoinsight.com
Personal Values Matter in B2B
Source: “Forget What You Know – B2B Emotions DO Influence B2B Buying”, Sebastian Vedsted Jesperson
B2B buyers see business value in solutions, but not differentiation among options.
Therefore, personal value matters for both decision and price.
A Challenge for B2B
“...most perceptions of B2B brands are truly based on people’s
experiences of them, not the messages they see. In the coming
year, B2B brands have a huge opportunity to take on a new role - enabling people to experiment with
their future.”
Karl Heiselman, Apple
ASSUMPTION B2B Decisions Are Based on Price and Product Attributes
REIMAGINED B2B Aligns With A Greater Purpose
Differentiating Based on Purpose
“Advertising is about frequency and reach. Well, we have 35 million people coming into stores every week….So if you monetized, if you put into traditional
advertising terms, all of those are exposures or impressions.”
“It’s very large numbers and we’ve decided to harness the energy of the marketing team in collaboration with IT, Store Operations and Digital.”
Forbes Interview with CMO, Rob Price
Reimagining the Drug Store • CVS Health is a pharmacy
innovation company that is reinventing pharmacy
• Bound by the common purpose of helping people on their path to better health and shaping the future of health care
Reimagining the Drug Store
B2C: Dove Finds a Purpose “And it recognized there is no stronger way to build an intimate
connection with a woman than to see into her real self, know her secret thoughts, show that you understand, and tell her that you love
her anyway.”
B2B: Cutting through Complexity KPMG cuts to the core of the challenges facing its clients, and makes
solving those challenges personal. Notice the language they use.
https://www.youtube.com/watch?v=60fK33Lez8Q
ASSUMPTION Social is a Marketing
Channel
REIMAGINED Social Becomes Catalyst
for Marketing & Innovation
Marketing as a Social Innovation A partnership between GE and cinelan, FOCUS FORWARD commissioned 30 three-minute films from an impressive roster of award-winning international
filmmakers. The creative brief was simple: tell a story about an innovator or a world-changing idea, and do it in about 180 seconds.
http://www.focusforwardfilms.com/films/30/solar-roadways
Even Geeks Can Be Social: IBM
Creating the Future Collaboratively IBM has found a way to weave itself into our society’s growth and management. • Flexible and always
relevant • Align vision & employees • Creating the future, not
reacting to it • Partnered with business
and civic leaders • Quite simply: “make the
planet smarter”
Marketing as a Social Innovation
Time after time, entrepreneurs have shown that its not necessarily about
being the only one with an earth shattering idea. Businesses that are close to their markets maximize their
opportunities for success.
How Did You Get Here?
More important than your brilliant idea can be your relationship with your customer.
Social is Enabling Marketing to Backwards Integrate
New models bring clients into the value creation exercises, namely service and product development.
Co-Creation Explosion Rather than “market its latest features”, SAP includes its customers in the product
development process through its Idea Place.
Co-Creation Explosion
Why it works • Transparency about
the process • Focused on the right
topics • Emotionally-linked
contributors
Co-Creation Explosion Leveraging their brand and marketing prowess, P&G’s connect + develop program
looks to partner with businesses and individuals across their operation, not just product development.
ASSUMPTION Build a Great ‘Product’,
the Rest Will Come
REIMAGINED Not Just a ‘Product’, but
an Experience
Every Fall, Planning Begins In the “TV industrial complex,” companies can command attention of anyone they
choose, whenever they want. Traditional marketing approaches were built on it.
Customer First, Prospect Second
• Ask “How can we better serve and support the customers we have?”
• Customer-first, prospect-second mindset
Forbes, Peter Shankman
(Access to Data) + (Empowered Consumer) = Game Changed
Is the “Product” a Piano?
Steinway understands
‘why’ its clients buy, and
recognize that it’s closely tied to experience.
Beating Apple at its Own Game
Secret Sauce • Measure everything,
quantitatively and qualitatively • Recognize that the beginning
and end of services is the most critical to experience
• Plan the entire experience • Engage employees in the
culture
Source: http://www.heartofthecustomer.com/tekserve-a-b2b-blueprint/
“Technicians are also trained to understand that facts don’t matter – a difficult message for a technician to internalize! They train them to begin by acknowledging the problem and aligning themselves with the customer before they begin troubleshooting. While this does not always come naturally, technicians find that doing this
sets expectations more effectively, and reduces the blame shifting that can occur in these situations.”
Customer Experience Online/Offline
Accenture defines ‘customer experience’ as how business
customers and their skakeholders perceive the entirety of interactions they
have with a supplier company across all marketing, sales and
services touchpoints
The Market Rewards Customer Experience
Focusing on Experience, Clients
ASSUMPTION The Best Relationship Developers are Born,
Not Made
REIMAGINED Information, Not Just
Instinct, Builds Relationships
Hollywood Is There; Are We?
Slamtracker!
“Some companies are looking to the leadership of an emerging c-level role here, such as the chief experience officer (CXO). Gartner reports that 19 percent of business
leaders expect to see a chief digital officer by 2014 and 17 percent expect to see a chief data
officer.”
- Accenture
A New Skill Set
PRODUCT Not just a product, but an experience
PLACE Social Becomes Catalyst for
Marketing & Innovation Information, Not Just Instinct,
Builds Relationships
PROMOTION B2B Brands Embrace
Person-to-Person B2B Aligns with
a Greater Purpose
PRICE
Customer Intimacy
top related