the secret to successfully marketing to the technical b2b buyer...marketing to the b2b technical...
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
The Secret to Successfully
Marketing to the Technical
B2B Buyer
Copyright © 2017 Earley Information Science
Dino Eliopulos, Managing Director, Earley Information Science
Yvonne Brown, Partner/CMO, Chief Outsiders
Hayne Shumate, S.V.P. Internet Business, Mouser Electronics
Michelle Fields, Sr. Director of Marketing and eCommerce, Brock White
Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
Today’s Agenda
Welcome & Housekeeping
• Dino Eliopulos, Managing Director, Earley Information Science
• Session format, questions & recording
• Take the polls & the survey!
Roundtable Discussion
• Yvonne Brown, Partner/CMO, Chief Outsiders
• Hayne Shumate, S.V.P. Internet Business, Mouser Electronics
• Michelle Fields, Sr. Director of Marketing and eCommerce, Brock White
Your Questions & Answers
Join the conversation: #earleyroundtable
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
DIFFERENTIATED EXPERIENCE
• Improved competitiveness
• Brand elevation
• Improved loyalty & reduced churn
• Increased personalization
STREAMLINED OPERATIONS
• Increased visibility
• Reduced risk
• Improved alignment to objectives
• Improved time-to-market
MAXIMIZED DIGITAL COMMERCE
• Improved “shopability”
• Increased share of market
• Brand control across channels
• Next right offer by journey & touchpoint
ACCELERATED INNOVATION
• New efficiencies
• New markets
• Increased collaboration
• New competitive advantages
About Earley Information Science
EIS.
We organize
data to drive
measurable
business
impact.
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
Marketing to the ”Unmarketable”
Working on developers.sun.com, I learned a special lesson about marketing and the technical buyer:
• Engineers, developers, solution architects and system administrators hate being marketed to.
All the user testing and interviews with their target market said the same thing:
• “Do not market to me, just give me what I need, and I will be a happy customer.”
Sounds easy, right? But what does that really mean?
developers.sun.com
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
Marketing to the B2B Technical Buyer
• B2B technical buyers area unique set of personas with
specialized needs.
• In order to get and keep these valuable customers on your site
you must speak directly to their needs.
• The needs of technical buyers need to be defined and translated
into an engaging experience.
• The B2B and B2C ecommerce experiences have many
similarities, however, the two markets also have important
differences, and the customer experience needs to reflect them.
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
Taking the deeper dive
• Technical buyer personas and customer journeys
• The role of content and functionality in engaging technical
buyers before, during, and after purchase
• The value of analytics, AI, and machine learning in supporting
the customer experience
• Some real-world examples from the market today where these
ideas are being put into practice
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved. 7
Today’s Panelists
YVONNE BROWN
Chief Outsiders
Partner/CMOybrown@chiefoutsiders.com
HAYNE SHUMATE
Mouser Electronics
S.V.P. Internet Businesshayne.shumate@mouser.com
MICHELLE FIELDS
Brock White
Sr. Director of Marketing and eCommerce@myfields
DINO ELIOPULOS
Earley Information Science
Managing Directordino@earley.com
Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
B2B technical
buyer personas
and customer
journeys
• What are the types of B2B buyers out
there?
• How many different kind of users are there
out there?
• What motivates them to make, or not make
purchases?
• What are they looking for when they come
to your site?
• In what ways are B2B personas similar /
different from B2C personas?
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
Poll Question #1: How important is the B2B
technical buyer to your business?
A. Mission Critical, our business depends on it
B. Important, but only a portion of our business
C. Relevant, but not my biggest issue
D. Nice to know about, but not an issue
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
The role of
content and
functionality in
engaging B2B
buyers
• What content and assets are most
effective (and least effective)?
• What functionality is most valuable (and
least valuable)?
• Is there a role for merchandizing, cross-
sell and up-sell, etc.?
• Is there a role for personalization?
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
Poll Question #2: What is the mostimportant factor in engaging the B2B
technical buyer?
A. Product selection and price
B. Product findability
C. Rich, meaningful content and product information
D. High quality product recommendations
E. None of the above (please provide details)
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The value of
analytics, AI, and
machine learning
in supporting the
customer
experience
• What works, what doesn't work?
• What data is most valuable in engaging
the technical buyer?
• What data do you wish you had?
• Can you recommend products (e.g.,
customer who bought this, also bought
this)?
• What is the role for emerging technology
(e.g., chatbots, machine learning, etc.)?
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Poll Question #3: Do you see your business
using advanced analytics and AI to engage
your customers in the near future?
A. Definitely, and we are already doing it to great effect
B. We have plans to do so within the next 12 months
C. We are evaluating approaches and want to leverage
D. No plans / not interested
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Copyright © 2017 Earley Information Science, Inc. All Rights Reserved. 1
4
Today’s Panelists
YVONNE BROWN
Chief Outsiders
Partner/CMOybrown@chiefoutsiders.com
HAYNE SHUMATE
Mouser Electronics
S.V.P. Internet Businesshayne.shumate@mouser.com
MICHELLE FIELDS
Brock White
Sr. Director of Marketing and eCommerce@myfields
DINO ELIOPULOS
Earley Information Science
Managing Directordino@earley.com
Copyright © 2017 Earley Information Science, Inc. All Rights Reserved. 15
Copyright © 2017 Earley Information Science, Inc. All Rights Reserved. 16
Copyright © 2017 Earley Information Science, Inc. All Rights Reserved.
References and further reading• Product data and the Brand Promise:
http://www.earley.com/blog/product-data-and-brand-
promise
• Mouser Enhances Site Search Feature:
https://epsnews.com/2017/02/01/26462/
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• “Retail Tactics for B2B eCommerce Success” :
https://contact.chiefoutsiders.com/b2b-
ecommerce?_ga=2.108988290.1008162957.150093
6087-1200401255.1474309295
• “5 Steps to Building a Winning Brand”:
https://contact.chiefoutsiders.com/5-steps-winning-
brand?_ga=2.184435238.1008162957.1500936087-
1200401255.1474309295
• It's Not About You: B2B Marketers Need To
Change How They Think About Branding:
https://www.forrester.com/report/Its+Not+About+
You+B2B+Marketers+Need+To+Change+How+
They+Think+About+Branding/-/E-RES136947
• Recognizing B2B Buying Triggers:
http://blogs.gartner.com/hank-
barnes/2017/01/03/recognizing-b2b-buying-
triggers/
Copyright © 2017 Earley Information Science18
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How Data Governance Powers
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