B2B SUMMIT 2014 - CASE STUDY: Why marketing's about to get a whole lot more expensive...

1. Marketing’s about to get a
lot more costly
Peter Smith
Practice Leader
The Marketing Doctors
!
www.marketingdoctors.co.uk

2. “Nothing
that
we
do
now
will
be
the
same
in
five
years’
time”
!
Steve
Jobs
CEO,
Apple
iPad
Launch
2010

3. Digital marketing = lower costDigital marketing ≠ lower cost

6. This is the Internet…

7. Why Marketing’s about to get a
lot more costly

8. Negotiates termsSets strategy Implements strategy Evaluates optionsDecides tactics
Unless you map to each one’s information needs you risk missing out....
Board Level Dept. Head Mid-Manager Executive Procurement
Each relies on different information sources...
and different content...
Strategic Technical Cost
Meetings
Press articles
Strategy guides
White papers
Business briefings
Round tables
Customer stories
Trade press
Seminars
Brochures
Data sheets
Case studies
Social media
Tech specs
RTT
Pricing
Ts & Cs
Meetings
Press articles
Strategy guides
!
White Papers
Business briefings
Round tables
!
Customer stories
Trade press
Seminars
Brochures
Data sheets
Case studies
Social media
Tech specs
RTT
Pricing
Ts & Cs
Meetings
Press articles
Strategy guides
White papers
Business briefings
Round tables
!
Customer stories
Trade press
Seminars
Brochures
Data sheets
Case studies
Social media
Tech specs
RTT
Pricing
Ts & Cs
The corporate buying cycle

9. Set strategy
How long is the buying cycle?
Concept -> purchase time halved!
Finalise strategy
Decide tactics
Evaluate options
Procure
18 months
Source: IDC Customer Experience Survey 2013
10 months

10. What do they want to
know about?
Source: IDC Customer Experience Survey 2013
Marketing Doctors Content Impact survey 2013
Enabling
business grow
th
Im
proving
profitability
Reducing
cost
Im
proving
com
pliance
G
aining
com
petitive
edge
Im
proving
resourcing
Productfeatures
%
What does vendor
marketing material talk
about?
!
The marketing disconnect

11. “If a supplier doesn’t
understand our vision for
the long term growth of
our business, how can
they hope to align their
offer to our needs?”
David Winstanley
COO
Birmingham Airport
!
Strategic alignment

13. Property footprints are shrinking
Financial
services
Professions
Media
Life
Sciences
Manufacturing
Banking
Utilities
Government
Source: Mitie 2014 Executive research
45%

14. How do you see your staff working?
Roamers
Residents
Hoppers
Source: Mitie 2014 Executive research

15. Work is what you do, not where you are

16. Source: Mitie 2014 Executive research
By 2018, 60% of office
workers won’t have their own desk

17. Space
m
anagem
ent
Agile
w
orker
support
Plant
op8m
isa8on
Energy
op8m
isa8on
Health
&
Safety
support
Data
analysis
New workplaces need new services
Source: Mitie 2014 Executive research

18. E: Executive They are targeted with content that isn’t product focused
S: Strategic They align with the client’s strategic visions
P: People They meet the CEO not the Account Manager
E: Execution Sophisticated, polished and seamless. Not flashy
C: Content Adds to their knowledge, interact with their peers
T: Timing Fits in with their agenda, not the vendor sales quarter
Subjects relevant to a CxO so gets their attentionR: Relevance
RESPECT - the key to success...

19. Executive Programme
• 2 major Face to face research campaigns
• 40 C-level face to face interview
• 4 Executive dinners - 50 CxO guests
• 4 Strategy guides
• 4 Industry event speaking opportunities
• 2 Customer videos
• 26 blogs
• Mitie Debates website forum - 1,000+ followers
• PR and social media coverage
£100m+ revenue potential

20. Set strategy
How long is the buying cycle?
Concept -> purchase time halved!
Finalise strategy
Decide tactics
Evaluate options
Procure
18 months
10 months
Normal Buying cycle
‘C-Level’ engaged
Source: IDC Customer Experience Survey 2011

21. Marketing’s about to get a
lot more costly
Peter Smith
Practice Leader
The Marketing Doctors
!
www.marketingdoctors.co.uk
…and a lot more rewarding

22. “The
biggest
challenge
for
technologists
is
to
solve
the
Man/Machine
interface
!
“Once
we
do
that
we
unlock
the
unlimited
potential
of
technology
to
totally
change
the
human
condition.”
!
Professor
Rob
Anderson,
Head
of
Xerox
EuroParc
Cambridge
January
2003

24. !
“ …about that white paper…”
“I get so fed up with people sending me
the same recycled c**p in a different
format.
!
Your team wouldn't do that.
!
Would they?”