B2B: Customers are in charge – and so what?

1. B2B: Customers are in charge – and so what? Forget the funnel and cultivate the eco system Kristoﬀer Okkels, Digital Business Consultant Lars Elkjær Andersen, Director, Clients & Sales, Aarhus morgenbriefing

2. Agenda © Creuna Four major trends Cases The modern B2B buyer

3. Four major trends

4. Speed of Change 1

5. Every new technology cycle supports 10 timesmore users and devices. KPCB/Mary Meeker © Creuna http://www.kpcb.com/insights/2013-internet-trends

6. © Creuna Social technologies are adopted at an increasing speed. McKinsey Global Institute http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

7. Connectivity 2

8. 75% of all businesses use social collaboration tools in 2013. eConsultancy © Creuna http://econsultancy.com/dk/blog/10986-75-of-businesses-to-use-social-collaboration-tools-in-2013-infographic

9. 96%of B2B tech buyers engage with one or more social media site and service. IDG Research Services © Creuna http://idgknowledgehub.com/b2b-tech-buyers-are-using-social-media/2012/12/03/

10. Big Data 3

11. Companies embracing big data are 4% more productive and have 6% higher profitability McKinsey Global Institute © Creuna http://www.mckinsey.com/insights/high_tech_telecoms_internet/ten_it-enabled_business_trends_for_the_decade_ahead

12. B2B marketers can use big data to drive more targeted and eﬀective campaigns. Lisa Arthur, author of ’Big Data Marketing: Engage Your Customers More Eﬀectively and Drive Value’ © Creuna “ ” http://www.forbes.com/sites/lisaarthur/2012/04/17/b2b-marketers-use-big-data-new-tools-to-evaluate-execute-evolve/

13. Transparency 4

14. Organizations that fail to be transparent will have it forced upon them. Harvard Business Review © Creuna http://www.hbr.org/2009/06/a-culture-of-candor/ar/1

15. see opportunities adaptive communication utilize your data keep your door open

17. The nature of B2B buying is changing The buyer perspective:

18. 1. Who’s involved? 2. Where does the research and purchase happen? 3. What influences the process?

19. Who’s involved in the buying process? © Creuna Centralization Sharing Involvement

20. In most large organizations, decentralized buying is dead. John O’Gorman, author of “The B2B Sales Revolution” © Creuna “ ” http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/

21. 59%forward online content to more than 25 people. CMO Council © Creuna http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/

22. 67% of buyers involve more team members in the buying process compared to last year. DemandGen Research © Creuna http://bit.ly/1sgwu7e

23. Business buyers are people, not faceless companies. Forrester Research © Creuna http://blogs.forrester.com/laura_ramos/08-10-24-will_b2b_marketing_become_obsolete_part_ii

24. Where does the buying take place? © Creuna Multiple touchpoints Omni-channel Online sales Online loyalty Personal interaction

25. The business-from-business buyer is already much more multichannel than the business-to-business sellers are. Forrester Research © Creuna http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

26. accounts for 3-5% of B2B eCommerce sales 7-10% of B2B eCommerce traﬀic Forrester Research © Creuna http://www.forrester.com/The+New+And+Emerging+World+Of+B2B+Commerce/fulltext/-/E-RES90701?al=0

27. © Creuna Several important touchpoints Forrester Research http://www.forrester.com/How+B2B+Marketers+Use+Social+Now/fulltext/-/E-RES94263

28. 40% of corporate buyers spend at least half of their procurement budget online. © Creuna http://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b 59% of those who buy online make purchases of $5,000 or more. Acquity Group

29. Online-only and omnichannel customers… •  Are more likely to make repeat purchases •  Have higher average order value •  Are more likely to add items to orders and order in bulk © Creuna http://www.hybris.com/en/news-events/press-releases/131030-b2b-market Forrester Consulting

30. Even in the digital era, personal interactions with sales reps remain the most influential factor for B2B customers. McKinsey Quarterly © Creuna ttp://www.mckinsey.com/insights/marketing_sales/how_b2b_companies_talk_past_their_customers

31. What influences the modern buyer? © Creuna Content Relationships Price and convenience Transparency

32. 99% of buyers place high emphasis on the trustworthiness of the content they view, but only 9% trust content from vendors DemandGen Research & CMO Council © Creuna http://bit.ly/1kxDB5P & http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html

33. 87% of all customers say online content have high or moderate influence on their vendor selection. CMO Council © Creuna http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html

34. © Creuna http://www.gartner.com/newsroom/id/2587415 81% value interaction with technical experts 38% value interaction with sales reps.

35. 85% would discard their loyal supplier for a vendor with a lower price. © Creuna http://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b 71% would discard their supplier for a vendor with a more convenient buying process. Acquity Group

36. Demand is growing rapidly for web- based self-service eCommerce capabilities that allow customers to research, make, and service their purchases from any device. Forrester Consulting © Creuna http://www.hybris.com/en/news-events/press-releases/131030-b2b-market

37. © Creuna empoweredtothebone +digitallyengaged +acollaborativejedi +demandscontentandexpertise +butstillhumanafterall Your New Customer

39. New times, new measures The sales perspective:

40. > > The Customer Journey © Creuna discover Find compare Like Love search decision investigate use share Trust advocate get support Purchase/ Desired action

41. > > © Creuna discover FIND compare Like Love search decision investigate use share Trust advocate get support Purchase/ Desired action

42. © Creuna A VELUX Customer Journey

43. VELUX iPad application – a mobile tool belt for VELUX installers. Challenge Support craftsmen in the sales process and help them service customers digitally. Solution The VELUX Installer app for iPad contains everything a craftsman could ask for: Information, features and intelligent calculations. Through videos and pictures, customers can see what lighting diﬀerence the roofing windows will make in their rooms. In addition, the app contains a digital version of all VELUX’s brochures and product information. Results A higher degree of quality in the craftsmanship and service level creates increased customer loyalty.

44. The goal of the app is to inspire end users by visualising VELUX unique selling points Uses augmented reality to visualise how VELUX windows would change the light in the user own home Find nearst dealer, see pictures and videos Experience App

45. © Creuna Maersk Line and the Baltic Sea http://jonathanwichmann.com/2013/10/07/how-to-generate-leads-in-b2b-social-media/

46. A Layered Approach to B2B Social Media Marketing © Creuna http://jonathanwichmann.com/2013/10/07/how-to-generate-leads-in-b2b-social-media/ Hot lead Social Media Article Download brochure

47. © Creuna Strategy Attract visitors to web site Nurture leads with relevant content Generate warm leads Fisher Tank Company Inbound Marketing Strategy http://www.weidert.com/whole_brain_marketing_blog/bid/118737/inbound-marketing-for-specialty-manufacturers-a-case-study

48. © Creuna Success Highlights 12 weeks after launching inbound marketing Overall web traffic 119% increase Organic (unpaid) search traffic 70% increase Traffic from social media 4,800% increase Lead conversions 3,900% increase Page 1 keyword rankings 600% increase Quote requests 500% increase Value of new qualified opportunities in the pipeline as result of the inbound efforts $3.4 million http://www.weidert.com/whole_brain_marketing_blog/bid/118737/inbound-marketing-for-specialty-manufacturers-a-case-study

51. > > © Creuna discover Find compare Like Love search decision investigate use share Trust advocate get support Purchase/ Desired action

52. © Creuna

53. © Creuna

54. © Creuna

55. © Creuna > > discover Find compare LIKE LOVE search decision investigate use share Trust advocate get support Purchase/ Desired action

56. The Loyalty Constant “For Maersk Line a 4 point improvement in NPS resulted in 1% increase in cargo volume shipped by customers.” http://www.beyondphilosophy.com/wp-content/uploads/default/files/users/Maersk%20Line%20Case%20Study%20-%2040%20improvement%20in%20Net%20Promoter%20v%201.pdf

57. VestasOnline Digital services as loyalty enabler

58. We have the turbines We have the clients We have the real-time (big) data We have the internal tools and calculations We don’t have the customer-facing services VestasOnline © Creuna

59. VestasOnline: The Vision VestasOnline is an app store created by Vestas. The apps are created by Vestas’ domain experts to allow customers to eﬀiciently retrieve, visualize and analyze information about their assets anytime, anywhere to maximize ROI.

62. Takeaways

63. © Creuna Four major trends Cases The modern B2B buyer Empowered Digital Collaborative Demanding Human Speedofchange Connectivitity Bigdata Transparency Find Like Love

64. © Creuna embraceomni-channel +berelevantandaccessible +collaboratecloser +engagethroughouttheecosystem Recommendations

65. tak :) Kristoﬀer Okkels, Digital Business Consultant Lars Elkjær Andersen, Director, Clients & Sales, Aarhus kristoﬀer.okkels@creuna.dk lars.andersen@creuna.dk +45 22 49 83 39 +45 22 49 83 44

B2B: Customers are in charge – and so what?

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