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Cliff Seal - Death to Boring B2B Marketing: Driving Innovation with Design Thinking

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Cliff Seal - Death to Boring B2B Marketing: Driving Innovation with Design Thinking

  1. 1. @CLIFFSEAL deathto boriNgB2B MARKETING
  2. 2. TODAY’S LINEUP THE ISSUE What’s the problem with B2B marketing? THE SOLUTION Spoiler alert: it’s design thinking. Why does it matter? THE PLAN OF ACTION Put what you learn into practice pronto. @CLIFFSEAL@CLIFFSEAL
  3. 3. haRd B2B MARKETING IS @CLIFFSEAL
  4. 4. SELLING TO OPAQUE GROUPS TRACKING AGAINST QUANTITATIVE METRICS RISK AVERSION (RED TAPE) WHY? @CLIFFSEAL
  5. 5. YOU END UP DOING WHAT “WORKS” @CLIFFSEAL
  6. 6. YOU END UP DOING THE SAME AS EVERYONE ELSE @CLIFFSEAL
  7. 7. @CLIFFSEAL
  8. 8. “What is the biggest problem marketers face?”
 “How to keep up with trends to drive higher quality leads.” @CLIFFSEAL Source: http:// www.slideshare.net/ MathewSweezey/the-future-of- marketing-2016-new-roles- tools-and-trends/
  9. 9. #DEATHTOBORING @CLIFFSEAL
  10. 10. B2B MARKETING NEEDS TO @CLIFFSEAL Source: http://trackmaven.com/ blog/2016/05/b2c-b2b- marketing-research/ GROW INTO ITS OWN CREATIVE POTENTIAL
  11. 11. B2B MARKETING NEEDS TO @CLIFFSEAL PUT DATA IN ITS PLACE “High performers are 19x more likely to be able to create a single customer view.” Sources: http:// www.pardot.com/blog/ marketing-metrics-matter- vanity-metrics-trap/, http://www.slideshare.net/ MathewSweezey/why-your- content-is-failing-you-and-how- to-fix-it
  12. 12. B2B MARKETING NEEDS TO @CLIFFSEAL COMPETE ON RELEVANCE (NOT VOLUME) “We need to step back to our roots and become digital anthropologists, and digital psychologists.” 
 -Matt Lawson Director of Performance Marketing, Google Source: http:// www.slideshare.net/ MathewSweezey/the-future-of- marketing-2016-new-roles- tools-and-trends/
  13. 13. deSigN tHiNKiNg B2B MARKETING NEEDS @CLIFFSEAL
  14. 14. 14 WHAT’S DESIGN THINKING LOOK LIKE? It’s solution-oriented and creative instead of analytical. It’s trusted, exercised intuition at work. It means being human- centered and trusting the rest will follow. It values divergent thinking as much as convergent thinking. It means being non-judgmental about possibilities inside of constraints. @CLIFFSEAL It means embracing constraints. It means we let our best ideas rise to the top.
  15. 15. DESIGN THINKING PROVIDES A FRAMEWORK FOR INNOVATION @CLIFFSEAL
  16. 16. 16 @CLIFFSEAL Source: Designing for Growth, Jeanne Liedtka and Tim Oglivie
  17. 17. 17 @CLIFFSEAL Source: Designing for Growth, Jeanne Liedtka and Tim Oglivie
  18. 18. 18 @CLIFFSEAL Source: Designing for Growth, Jeanne Liedtka and Tim Oglivie
  19. 19. @CLIFFSEAL Source: Solving Problems with Design Thinking: Ten Stories of What Works, A. R. King, Jeanne Liedtka, and Kevin B. Bennett
  20. 20. @CLIFFSEAL Source: http:// www.bloomberg.com/news/ articles/2012-04-12/wring- the-most-out-of-a-trade-show, https://www.coursera.org/ learn/design-thinking- innovation/lecture/iq0kE/the- ibm-story Mission: Find a way for “trade shows to better demonstrate the depth and breadth of IBM’s expertise, strengthen customer relationships, and drive revenue growth”.
  21. 21. WHAT IS? @CLIFFSEAL
  22. 22. @CLIFFSEAL KNOW WHAT IS THROUGH SHARING KNOWLEDGE DISCUSSION IMMERSION SHARED LANGUAGE
  23. 23. KNOW WHAT IS THROUGH @CLIFFSEAL BETTER QUESTIONS 5 WHYS FIND INTERNAL ASSUMPTIONS DISCOVER NEW POSSIBILITIES
  24. 24. @CLIFFSEAL KNOW WHAT IS THROUGH START TALKING TO ACTUAL PEOPLE INSIGHT OBSERVATION EMPATHY
  25. 25. KNOW WHAT IS THROUGH @CLIFFSEAL REDEFINING YOUR GOALS TO GET AT THE HEART OF YOUR OFFERING
  26. 26. @CLIFFSEAL Source: http:// www.bloomberg.com/news/ articles/2012-04-12/wring- the-most-out-of-a-trade-show, https://www.coursera.org/ learn/design-thinking- innovation/lecture/iq0kE/the- ibm-story Question: How do human beings engage and learn? Insight: ‣ Create comfort ‣ Plan spontaneity ‣ Create a guest-host relationship
  27. 27. WHAT IF? WHAT WOWS? @CLIFFSEAL
  28. 28. “Design thinking is the opposite of group thinking, but paradoxically, it takes place in groups. The usual effect of ‘groupthink,’ as William H. Whyte explained to the readers of Fortune back in 1952, is to suppress people’s creativity. Design thinking, by contrast, seeks to liberate it.” 
 - Tim Brown @CLIFFSEAL
  29. 29. EXPLORE WHAT IF THROUGH @CLIFFSEAL DEMOCRATIZING CREATIVITY DECENTRALIZE DIVERSIFY FACILITATE
  30. 30. DESIGN SPRINTS @CLIFFSEAL
  31. 31. 31 @CLIFFSEAL
  32. 32. @CLIFFSEAL 92% trust referrals from family and friends above all forms of advertising Source: http:// brandtosales.weareoctopusgro up.net/ og_techheads_2014_thehuman cio
  33. 33. @CLIFFSEAL TRY SPRINTING ABOUT GENERATING MORE CUSTOMER REFERRALS Ideate around how to provide that information to them and when. Build a prototype. What do customers need to become loyal? Put it in front of people and test the concept. Iterate as needed.
  34. 34. “The model for sustaining customer loyalty is reverse engineering user awesomeness.” 
 - Kathy Sierra @CLIFFSEAL Source: http://konigi.com/blog/ kathy-sierra-creating- awesome-users/
  35. 35. @CLIFFSEAL Source: http:// www.bloomberg.com/news/ articles/2012-04-12/wring- the-most-out-of-a-trade-show, https://www.coursera.org/ learn/design-thinking- innovation/lecture/iq0kE/the- ibm-story Question: How do human beings engage and learn? Approach: ‣ Concierge ‣ Conversation zones ‣ Cue from customer needs
  36. 36. WHAT WORKS? @CLIFFSEAL
  37. 37. @CLIFFSEAL FIND WHAT WORKS THROUGH IDENTIFYING THE CONTEXTS THAT CAN ACCEPT “FAILURE”
  38. 38. “A culture that believes that it is better to ask forgiveness afterward rather than permission before, that rewards people for success but gives them permission to fail, has removed one of the main obstacles to the formation of new ideas.” 
 - Tim Brown @CLIFFSEAL
  39. 39. @CLIFFSEAL Being Wrongis Awesome
  40. 40. @CLIFFSEAL Source: http:// www.bloomberg.com/news/ articles/2012-04-12/wring- the-most-out-of-a-trade-show, https://www.coursera.org/ learn/design-thinking- innovation/lecture/iq0kE/the- ibm-story Experiment: ‣ Small trade show ‣ 78% increase in leads YOY Scaled Results: ‣ Increased lead quality ‣ Greater revenue ‣ Deeper engagement
  41. 41. @CLIFFSEAL “We are seeing more deep engagements, which is really important and pretty amazing. We are also seeing more revenue generation results. We’re having fewer, better transactions to the tune of multiples of sales year over year. IBMers are even saying that ten times the number of hot leads have come from these events, even if the total number of people coming through the space was lower.” Source: Solving Problems with Design Thinking: Ten Stories of What Works, A. R. King, Jeanne Liedtka, and Kevin B. Bennett
  42. 42. TRY SPRINTING ABOUT @CLIFFSEAL ACCOUNT-BASED MARKETING STRATEGY What defines your ideal (but realistic) account? Ideate around how to ensure relevance is infused. Build a prototype. Put it in front of people and test the concept. Iterate as needed. Experiment with 1-3 accounts.
  43. 43. WHAT NEXT? @CLIFFSEAL
  44. 44. @CLIFFSEAL CREATE FOCUS BY PERCEIVING AREAS RIPE FOR EXPERIMENTATION & OPTIMIZING WORKFLOWS
  45. 45. CREATE FOCUS BY @CLIFFSEAL REORIENTING AROUND GOALS TO BETTER TRACK SUCCESS
  46. 46. @CLIFFSEAL TRY SPRINTING ABOUT BULLSEYE FRAMEWORK FOR LEAD GENERATION Prioritize the channels most likely to give a solid return Test your guesses using very small, inexpensive experiments “Double down” on what worked Brainstorm potential acquisition channels Source: Traction: A Startup Guide to Getting Customers, Gabriel Weinberg and Justin Mares
  47. 47. @CLIFFSEAL ENJOY DESIGN THINKING BY CREATING A VIRTUOUS CYCLE OF ENJOYING WORK AND HAVING IMPACT INCREASED HAPPINESS DECREASED TURNOVER INCREASED RELEVANCE Creativity boosted results and beat the average 24% annual turnover rate for Taulia Source: https://www.clickz.com/ b2b-companies-can-buck-the- norm-and-win-big-in-marketing/ 26174/
  48. 48. EVERYTHING SHOULD SUPPORT YOUR CREATIVE CONNECTION WITH YOUR CUSTOMERS @CLIFFSEAL
  49. 49. EVERYONE ELSE ENDS UP TRYING TO DO THE SAME AS YOU @CLIFFSEAL
  50. 50. @CLIFFSEAL deathto boriNgB2B MARKETING

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