how to orchestrate memorable b2b customer experiences
TRANSCRIPT
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Play to Win:How to orchestrate Memorable B2B customer
experiences
2
Suresh VittalVP Marketing Strategy - Adobe
3
Michael BallardDemand Gen Strategy & Operations Manager - Lenovo
Market Dynamics in B2B E-commerce
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02
03
04
Catalyzing Change
B2B is just DifferentGame On
0102
0304
Most B2B companies surveyed said that they expect 50% of theircustomer base to be buying from them online within three years.
50%More Than
Of the US Populationwill buy online
86%
14%
86% of the B2B companies we surveyed said that they hadrecently migrated offline customers online, while only 14% said they had not
Sourrce: Forrester, 2014
B2B OnlineOFFER MOBILE COMMERCE
B2B mobile traffic match B2C
MOBILE COMMERCE
59% or more purchase 5K+
SPEND ONLINE
22%
5%
40%
75%
More than half of B2B comes from mobile
ACCOUNTED FOR MOBILESALES
Source: Acquity Group and Forrester
7
READ REVIEWS ON MOBILE56%
READ PRODUCT INFOS
COMPARE FEATURES
COMPARE PRICES
MOBILE IS A DRIVING FORCE FOR B2B COMPANIES
55%
50%48%
Source: Forrester
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Catalyzing Change
1234
Consumerization
New Tech available at reasonable cost
B2B buyers adoption of social and mobileDesire to purchase direct from manufacturer
1 Consumerization
Instant gratification
1 Consumerization
5 seconds or less
1 Consumerization
The Kimono is open(social honesty)
1 Consumerization
When, what and how I want it ….on demand, customized, and mobile)
2 New Tech available at reasonable cost
August 2011 September 2012 January 2014
~100 companies ~350 companies ~950 companies
Mar
ketin
g Te
chno
logy
Lan
dsca
pe
3 B2B buyers adoption of social and mobile
Increasingly, the Tech buy cycleincludes engagement throughmobile devices and social media
Source: Forrester and IDG Services
30% of IT Buyersuse a SmartphoneTo conduct research
49% of IT Buyers use a Tabletto conduct research
96%of B2B tech buyers engageWith one or more socialMedia site and service
4 Desire to purchase direct from manufacturer
Photo credit: @forbes
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
B2B is just Different
Multiple DecisionMakers
Intricate Supply Chain
Long Sales Cycles
Complex Offerings
Conversion B2C=3%Abandon rate: 54%AOV= $180Service cost $5
B2BConversion B2B=10%Abandon rate: 30%AOV= $1,060Service cost $12
Source: Internet Retailer & Forrester
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Game On | How to play to win
“We are in the AGE OF THE CUSTOMER. One by one,
every corporate investment has been commoditized…
The only source of competitive advantage is the
one that can survive technology fueled disruption —
an obsession with understanding,delighting, connecting with, and
servingcustomers.” — Josh Bernoff, Forrester
Social 10%
Big Data 10%
Marketing Automation 4%
Video 3%
Mobile 18%
Content Marketing 15%
Multichannel Campaign management 10%
Personalization 10%
Customer Experience 20%
Which one area is the single most exciting opportunityfor your organization in 2014?
Source: Econsultancy/Adobe 2014
Adobe | eConsultancy 2014 Digital Marketing Survey
CustomerExperience
Three Questions Drive the Customer Experience Index
Meets Needs“How effective were they at meeting your needs?”
Easy“How easy were they to do business with?”
Enjoyable“How enjoyable were they to do business with?“
Forrester’s Customer Experience Index“Thinking of your interactions with these firms over the past 90 days…”
Customer Experience leaders make doing business with them easy and enjoyable and are effective at meeting needs of their customers and deliverstangible returns
Source: Forrester,’s Customer Experience Index and Watermark Consulting, 2014
Customer Experience Leaders Outperform the Market
6-Year Stack Performance Customer Leaders vs. Laggards vs. S&P 500 (2007-2012)
Cum
ulat
ive
Tota
l Ret
urn Customer
Experience Leaders
40.0%
S&P 500 Index
14.5%
CustomerExperienceLaggards
-33.9%
50%
40%
30%
20%
10%
0%
-10%-20%-30%-40%
5
4
2
3Contenders3.4
IT Industry Average
4.5Achievers5.4
Leaders6.3
Marketing Spend and Performance
1
Challenged2.0
A Comparison of Marketing Budget RatioSource: IDC
28
Brochures/Brand Engagement
Customer Communications
Internal Communications
Sales Enablement Event Guides
Program Guides
White Papers
White Papers
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Bring research, insights, and thought leadership to customers with white papers and other documentation
Business Identity & Firmographic Data
Adobe Workflow on Lenovo.com
Adobe Target
Adobe Analytics
Adobe Media Optimizer
CRM
Lead to Revenue Management(L2RM)
Lead Generation
Nurturing &
qualification
Sales process
>
>
L2RM
Source: ForresterrResearch, Inc
Revenue
Full-Funnel View
Presite
Site
Sales
Impressions
Clicks
Lead Forms Submitted
MQL
SAL
SQL
Opportunity: won
Market Dynamics in B2B E-commerce
01
02
03
04
Catalyzing Change
B2B is just DifferentGame On
0102
0304
B2B buyers expect consumer-like buying experiences
1 | Leverage Technology to power memorable customer experiences
2 | Make friends with sales3 |