B2 b leaders dowshan humzah digital presentation 19 sept 2013

Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
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B2B Leaders Forum 2013
Mobile and Social: Surfing the Wave of the B2B Digital Revolution
Dowshan Humzah, Director, Digital Development & Consultancy
12.00-12.45 Thursday 19th September 2013

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Dowshan Humzah
Image Acknowledgement Source: Child of the 80s – Kate Hadfield

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Simple!
The Worst Kept Secret
 We apply a digital and social
media lens across organisations
o Delivering audits, bespoke
training, strategy consulting and
online community management

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Digital, Social and Mobile...
Image Acknowledgement Source: Socialtimes

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High-Level Business Drivers for B2B Marketers
Key objectives for B2B organisations
Drive
profitable
growth
Grow
revenue
Reduce
cost-to
acquire
Increase
customer lifetime
value
Increase
retention
Increase
cross-sell
Reduce
cost-to-
serve
Enhance
advocacy
Improve
customer
experience/
service
Increase
thought
leadership
Ensure
positive
sharing
Source: The Worst Kept Secret B2B/Channel Marketing Partners

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Digital, Social and Mobile in a B2B Organisation
Marketing
Brand/
Communications/
Loyalty
Customers/
Consumers/
Media
Sales
Sales/
Footprint/
Distribution
Customers/
Distributors/
Trade Bodies
HR
Employee Sat/
Recruitment/
Performance
Recruits/
Employees/
Unions
Operations
Production/
Supply Chain/
Service
Customers/
Suppliers/
Employees
Finance
Topline/
Cost Control/
Investor Relations
Board/
Media/
Shareholders
Digital, social media and mobile cuts across an organisation
Source: Target Operating Model © Inspiration for Success Ltd.

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The ‘Marketing Mix’ Media Trumpet Strategy
 Digital, social and mobile overlay all elements now – be it in B2B, B2C or NFP
• Reinforcing the need for true integrated marketing, channel and sales plans
• Social Media
• Word of Mouth
• SEO/Search
• Community
• Mobile
Key Opinion Leaders (E.g. Major Channel Purchasers or Core End Users
Early Purchasers
Target Market Saturation
Narrowcast Market-Building Mainstream
Early Purchasers
Target Market Saturation
Trade Shows,
DM/Newsletters,
Referral Marketing
Trade Magazines,
Telemarketing
Sponsorships
Channel Meetings
Breakfast Events
PR
Source: Marketing Media Trumpet © Inspiration for Success Ltd.

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Stats Game: Current Trends
 There is more content uploaded to the Internet in a single day (today) than
during the whole of 2003
• SO WHAT: There is a lot more data from which you can gain insight about your
customers and market – and vice versa...
 77% of all mobile searches happen at work or at home – as opposed to being
on the move
• SO WHAT: If designing for online – think mobile device (size, time to load – so
design appropriately)
 Viewers are 85% more likely to purchase a product after watching a product
video online
• SO WHAT: Use rich content, ensure it is easy to access and short enough to share
 There are 5 times as many mobile phones than there are laptops globally
• SO WHAT: Think mobile first in your design and user experience
Sources: Blogspot, Google, KPMG, YouTube, SEOmoz, Internet Retailer

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The Last Few Years in Digital, Social & Mobile for B2B
 Impacted by customer behaviour and technology

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Primary Computing Devices
Desktops
Laptops
Tablets

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Data and Content
Text based
Images
/videos
Rich
interactive
content

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Conversations
Forums
Chatrooms
Social media

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Real-Time Nature
Broadcast delay
Options on
demand
Immediate
responsiveness

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Online Advertising
Banner
ads
Micro
targeting
Real time
bidding

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Mobile Devices
‘Novelty’
Add-on/second
screen
The main hub

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Customers and Buyers
One way/
broadcast
Basic
interaction/
asking
Deeply
involved if
desired

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Attention Span...
Poor
Very poor
Awful

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‘The 10 Elements of Social Media’
Social
Media
Strategy
6 Core
Elements
3 Value
Based
Elements
1 Next Big
Thing:
Search
Element
Source: The Worst Kept Secret Ltd

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The ‘6 Core Elements of Social Media’ in 2013 for B2Bs
WikisBookmarking
Content
Communities
Networks
Micro
Blogging
Blogs

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The Flow of Content: ‘6 Core Elements’ Applied Strategy

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Digital, Social and Mobile Content Introduction
Three most important questions
What content
can we
create?
Where can
we distribute
this content?
How can we
ensure users
convert to
our business
objectives?

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Creation Context Conversation Conversion
The 4Cs of Content – Given Digital, Social and Mobile
 Objective is to create compelling content that engages the user,
demands action and incites an end-result

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Creation: Content to Engage Your B2B Community
Content
Images
Status
updates
(links)
Blogging/
Tweets
(Guest)
Webinars
AppsInfographs
Podcasts
Surveys
Videos

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Key Insight
“People now decide when they
consume content....we just need
to be there.”

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Context: Targeting your Content Online
 Search
• What keywords are my
potential or existing customers
using to make decisions?
 Share
• Why would a customer share
my content with their
peers/user base?
 Discover
• How can my content be seen in
relevant social channels
against competitors? Social Media
Optimisation

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Key Insight
“You cannot control what people are
going to say about you but you can
influence what they see.”

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Principles of an Online Conversation
Digital Chatter Principles
Listen RespondInterpret

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The Importance of Social Media in Conversations
Source: Inspiration for Success Ltd.
Integrated
Marketing
ROI
Increased CLV

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Conversion: The ‘So What’ Factor!
Organisational
objectives
Marketing and
sales
objectives
Operations
objectives
Customer
service
objectives
Financial
objectives
 “…to ensure conversion
given an organisation’s
objectives.”

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Stats Game: Smartphone Trends
 A survey of iPhone users found that 40% would rather give up coffee rather
than their iPhone
• SO WHAT: Did I say design for mobile at forefront of your thoughts and actions
 Smartphone users look at their personal devices 125 times a day....
• SO WHAT: Deliver refreshed content accessible on the mobile regularly to help
inform decision making
 Two-thirds of smartphone owners sleep with their phone next to them and look
at it last thing at night and first thing in the morning
• SO WHAT: Use rich content, ensure it is easy to access and short enough to share
 And finally, a survey of iPhone users found that 18% would prefer to go without
bathing than to not have their iPhone
• SO WHAT: Oh dear... Invest in soap...
Sources: UK 2012 Research, Gazelle.com, The Marketer May/June 2013, Deloitte, Oracle Cloudworld London May 2013

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B2B Adoption and Integration of Mobile is Growing
Source: Concep

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Empowering Sales Forces
 A third of all business intelligence
functionality will be predominantly
on handhelds by 2014
• Efficient and organised
• Info at your finger tips
• Mobile plays a bridge
• Early indication
• Financial services, IT,
Pharmaceuticals
Source: Gartner

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Augmented Reality
 The eyes of your mobile device
 Can be used for B2B especially
at events
• Delivering rich content such
as video from a static print
• See an online schedule from a
conference programme
• Vote/express opinions in
online surveys
• Enter competitions from the
exhibition flyer/stand
• Find out more/book sales call
from the B2B brochure

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3D Printing
 One of the most talked about things at Mobile World Congress
 Flat (brochures, news letters) to 3D (merchandise)
• Bring email attachments to life

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Bring Your Own Device (BYOD)
 Impacts service proposition, IT security, hardware sales
Source: www.techi.com

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B2B Commerce Moving to Mobile
 Mobile can impact B2B commerce objectives
 Mobile is the customer touch point that B2Bs would most like to use
over the next 12 months
 Integrating new touch points tops the list of B2B merchants’ vision for
B2B commerce
• Mobile apps for order entry, order history/status and sales rep apps
 Market dynamics are facilitating a shift towards a mobile focus in B2B
• A majority (81%) see customer demand and expectations as a driver of
change in B2B commerce
• Almost two-thirds (71%) credit mobile device use facilitating real time
insights, customer feedback, product/price comparisons and transactions
Sources Mediapost - Vanson Bourne Study of 400 senior IT/business decision makers with a B2B focus and revenues of $1m to $100m

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Mobile Insight
“We are now at the stage where B2B
buyers and decision makers are coming
to expect similar and real-time levels of
mobile functionality that they are
experiencing at B2C retail.”
Sources: The Worst Kept Secret, Mediapost

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B2B Case Studies of Digital, Social & Mobile Adoption
Sources: The Worst Kept Secret carS models, Online and company websites, Econsultancy

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The Next 18 Months

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Digital, Social and Mobile...
Image Acknowledgement Source: Socialtimes

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cv
Senior decision makers
Business Impact Customers Talking
Stakeholders’
Advocacy
Drive value for stakeholders
Clients Employees Owners Prospects
Influence
Deliver
Delivery
Whom
Meet B2B business needs
Sustainability
Deepen
Relationship
Maximise CLV
Pipeline
Successfully
bid
Differentiate
Propositions
Innovation High-Value
Overall
Drivers
Aspects
Digital, Social and Mobile Supports B2B Objectives

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Many Thanks
 Please contact us if you have
any questions
Dowshan Humzah
• Director, Digital Development &
Consulting
• Email: dowshan@twks.co.uk
• Tel: 07973 600046
www.linkedin.com/in/dowshan
@worstkeptsecret

B2 b leaders dowshan humzah digital presentation 19 sept 2013

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