Marketing Clinic B2B CMO meeting presentation - 360 customer engagement in the digital era with case Vaisala.

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Driving results through commercial excellence –
360 customer engagement in the digital era
Marketing Clinic CMO Forum 6th of March 2014
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How to create a killer brand experience?
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Meaningfully
different brand
Customer
journey and
key touch-
points
Consistent
customer
experience

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New era of behaviour is driving major changes
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Technology Data From one way
communication to
continuous
dialogue
Influencers of change

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How does all this affect the role of marketing?
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Analytics –
customer/end-user
insights
Industry
leadership and
desired
positioning
Customer
engagement
 Insight generators – analytics, market
research, customer, end-user and key
stakeholder insights
 Customer engagement specialists –
customer engagement, on-line
communication, understanding of technology
that enhances marketing operations
 Content experts – content creation, content
that is applicable to multiple channels, clear
process for content creation
Brand /
industry leadership building

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What are the implications to marketing operations and organization?
Shorter time span
– can you react quickly
enough?
Constant insight generation
– how to stay 2 steps ahead?
Faster planning cycle
– how to tie strategic &
operational planning closer together?
Role sort between
functions – how to break
the silos?
New skills & competences
– how to combine marketing
with IT, content creation…?
Partner management
– Where to find right kind of partners
and establish new co-operation
models?

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Every employee is your marketer!
3/11/2014
Turning employees into ambassadors in social media
– Helene Auramo, Okimo Clinic

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Who are your ambassadors?

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Traffic generated by IBM internal
experts in social media
converted seven times more
frequently than traffic generated
by other IBM sources.
The Most Powerful Brand On Earth,
Chris Boudreaux & Susan F. Emerick

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TRUST

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Regular rank-and-file company
employees have more credibility
than executives.
- The 2012 Edelman Trust Barometer

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UNIFIED MISSION
UNIFIED MESSAGES
TRUST
LACK OF SOCIAL MEDIA
POLICY
LACK OF SKILLS
IDENTIFYING THE RIGHT
AMBASSADORS
BRAND AWARENESS
SEM & SEO
BUILDING TRUST
SALES
Challenges Possibilities

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TAKE AWAY:
1. Why your own people matter
2. Digital changes us
3. Old dogs do learn
The Middle Aged Digital Native:
Why your people matter the most in digital Transformation

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―Technology in itself means nothing if it doesn’t enable a
differentiated customer experience. So those people that are able
to figure out how to use technology to enable a better guest
experience will win. Those people that don’t, won’t.‖
— Ron Shaich, CEO, Panera Bread
1. WHY YOUR OWN PEOPLE MATTER?
Because they sell

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Digital media has the same physical effect on our brain as chemical
substances
1. Shorter attention span
2. Social skills weakened
3. Weaker abstract thinking capability
4. Sense of individuality changed
-Greenfield/Stanford University
2. DIGITAL CHANGES US
How do you think they feel?

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Adults learn just as well as the younger generation,
but through incremental learning.
-Knudsen/Stanford University
3. Old dogs do learn
1. Understand your current digital maturity state
2. Put people and learning before any technology
3. Understand the individual, not only the group
4. “Digital native” is not “business native” - it might be easier
to turn the second one into the first one than vice versa

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Building modern marketing operations
and
organization at Vaisala – Riina
Kirmanen

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Let´s be in touch!
Catharina Stackelberg +358 400 218 224
Christina “Pia” Harmia +358 40 755 3645
Sanna Näkkilä +358 50 4040 092
Mika Aalto + 358 400 528 151
firstname.lastname@marketingclinicpartners.com
Helene Auramo + 358 40 1530 082
helene@okimoclinic.com
Micke Nordman +358 50 5986 410
micke@sbd.fi
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