Morgenbriefing: Trends i B2B-marketing
•
4 gostaram•2,436 visualizações
Vi er trådt ind i en ny tidsalder for digital markedsføring, hvor marketing, salg og forretningsudvikling smelter sammen for at imødekomme kundernes forventninger og behov. Udviklingen medfører både udfordringer og potentialer: På den ene side bliver virksomheder udfordret af kunder, der aldrig før har haft så let ved at sammenligne og skifte leverandører - på den anden side har der aldrig eksisteret så mange, gode værktøjer til at afdække og udbygge kundens tilfredshed og loyalitet som nu. Som B2B marketing- eller salgsansvarlig er dit ansvarsområde at skabe indsigt og momentum - og ikke mindst - at prioritere rigtigt. På denne morgenbriefing giver vi dig indblik i fire strategier, som de bedste B2B-virksomheder følger for at fange og fastholde kundernes opmærksomhed og integrere virksomhedens samarbejde omkring marketing, salg og udviklingen af nye produkter og services: Vær værdifuld Vær relevant Kom tæt på Integrér Hør om de mange, ofte uudnyttede digitale muligheder på B2B-markedet, og få inspiration i dit eget arbejde med online marketing.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Destaque (20)
Semelhante a Morgenbriefing: Trends i B2B-marketing
Semelhante a Morgenbriefing: Trends i B2B-marketing (20)
Mais de Creuna
Mais de Creuna (20)
Último
Último (20)
Morgenbriefing: Trends i B2B-marketing
- 1. Trends in B2B marketing Simon Kibsgård, Marketing Director &Lead Digital Business Consultant Morgenbriefing
- 2. © Creuna Help up improve and participate in the draw for an inspirational briefing in yourorganization Inspiration delivery?
- 3. © Creuna What does reality looklike from where you are sitting? How do we respond to channel conflicts? What creates eCommerce success? And can we get that DNA? Which marketing disciplines do we need to master in the future? How can we make use of our sales team in digital contexts? ? What is most important for you in your position?
- 4. Agenda © Creuna 1 About Creuna 2 Profiling the modern B2B buyer 3 B2B Marketing trends – and four persistent themes 4 Establishing the right skillset
- 5. About Creuna A brief introduction
- 6. In the age of the customer intimacy beats exposure © Creuna
- 7. Aarhus Helsinki Oslo Gothenburg Copenhagen Stockholm Stavanger Creuna at a glance © Creuna Helsingborg Agency type Full Service Digital Agency Size & Weight 340+ visionary people. 8 officesin all 4 Nordic countries. Largest agency ofour kind in the Nordic Region. Birthday Born digital 1st April 2001
- 8. Profiling the modern B2B buyer Connect the business to the buyer
- 9. Competitive advantages © Creuna https://www.forrester.com/Winning+In+The+Age+Of+The+Customer/fulltext/-/E-res119546 Age of manufacturing Mass manufacturing makes industrial powerhouses successful 1900 Age of the customer Empowered buyers are here and they demand a new level of customer obsession 2010 Age of information Connected PC’s and value chains leads to improvement in information flows 1990 Age of distribution Global connections and transportations systems makes distribution key 1960
- 10. Meet the modern B2B buyer
- 11. B2B customers are 60-90 % through the purchasing process before engaging with vendors. Forrester Research © Creuna http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
- 12. B2B buyers prefer digital self-service © Creuna https://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288 I prefer gatheringinformation onlineon myown I prefer notto interact with a sales rep Buying from a website is more convenient I prefer to buy onlinewhen I’vedecidedwhat to buy 53% 59% 74% 93%
- 13. 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 57% of those who buy online make purchases of $5,000 or more. Acquity Group
- 14. forward online content to more than 25 people. CMO Council © Creuna http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/- Image 59%
- 15. © Creuna http://bit.ly/1kxDB5P & http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html - Image 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
- 16. © Creuna Compareprices and products Read feature articles about trends and strategies Visit vendors and look for product information Watch videos 67% Browse and participate in forums and networks Read case studies Read white papers 65% 57% 48% 47% 41% 34% http://www.emarketer.com/Article/B2B-End-User-Buyers-Human-Too/1011423/1 Yes, mobile content is in demand!
- 18. “Today’s marketers must connect with empowered customers, engage with customers once those connections are made and nurture customer obsession throughout the organization.” © Creuna
- 19. Outside-in: consistency, relevance and customer engagement © Creuna discover search investigate compare decision advocate attract Purchase acquire retainuse get support share trust
- 20. Prepare for on-demand marketing by consistently providing… © Creuna customer value transparency desirability efficiency convenience be real because customers know everything make attractive products and services your customers will identify with be so easy to do business with, that switching becomes cumbersome free up customers’ time instead of stealing it
- 21. © Creuna
- 22. Trends © Creuna Upsell & cross-sell +Convenienceis king +The sales-services battle +(Re)targeting +B2B knows customers +Self service differentiate
- 23. Trends © Creuna Upsell & cross-sell +Convenienceis king +The sales-services battle +(Re)targeting +B2B knows customers +Self service differentiate
- 24. Trends © Creuna Upsell & cross-sell +Convenienceis king +The sales-services battle +(Re)targeting +B2B knows customers +Self service differentiate
- 25. Trends © Creuna Upsell & cross-sell +Convenienceis king +The sales-services battle + (Re)targeting +B2B knows customers +Self service differentiate
- 26. Trends © Creuna Upsell & cross-sell +Convenienceis king +The sales-services battle +(Re)targeting +B2B knows customers +Self service differentiate
- 27. Trends © Creuna Upsell & cross-sell +Convenienceis king +The sales-services battle +(Re)targeting +B2B knows customers +Self service differentiate
- 28. Trends © Creuna Advocacyfor risk averts +End channel conflict +B2C experience drive B2B +Storytelling +Shareable content
- 29. Trends © Creuna Advocacyfor risk averts +End channel conflict +B2C experience drive B2B +Storytelling +Shareable content
- 30. Trends © Creuna Advocacyfor risk averts +End channel conflict +B2C experience drive B2B +Storytelling +Shareable content
- 31. Trends © Creuna Advocacyfor risk averts +End channel conflict +B2C experience drive B2B +Storytelling +Shareable content
- 32. Trends © Creuna Advocacyfor risk averts +End channel conflict +B2C experience drive B2B +Storytelling +Shareable content
- 33. Trends © Creuna Advocacyfor risk averts +End channel conflict +B2C experience drive B2B +Storytelling +Shareable content
- 34. © Creuna Great storytelling Shareable content B2C experiences drive B2B Customer journeys & omni- channel Overcoming the channel conflicts Go global Sales services battle Convenience is king Advocacy for the risk avert Self services Upsell & Cross- sell (Re)targeting B2B knows customer needs B2B Marketing Trends
- 35. © Creuna Great storytelling Shareable content B2C experiences drive B2B Customer journeys & omni- channel Be valuable Overcoming the channel conflicts Go global Sales services battle Integrate Convenience is king Advocacy for the risk avert Self services Get intimate Upsell & Cross- sell (Re)targeting B2B knows customer needs Be relevant
- 37. Valuable content covers the tools, services and information our customers appreciate as it helps them meet their goals effectively and efficiently. Definition: Be valuable © Creuna
- 38. 0 10 20 30 40 50 60 70 80 90 Brochures Presentations White papers Videos Corporate brochuresInfographics Webcasts Analyst reports Ebooks What they do © Creuna The most popular types of push content http://www.emarketer.com/Article/B2B-Content-Strategies-Have-Room-Improvement/1012806
- 39. 0 10 20 30 40 50 60 70 80 90 Brochures Presentations White papers Videos Corporate brochuresInfographics Webcasts Analyst reports Ebooks What they do What they value © Creuna The most popular types of push content … and where they see the value http://www.emarketer.com/Article/B2B-Content-Strategies-Have-Room-Improvement/1012806
- 40. The content marketing sweet spot © Creuna Customers & market What do customers desire are where are theirneedsnot yet met? Brand & business What is our DNA,our objectives,and what stories are we able to tell? authenticity + relevance
- 41. The customer journey map is the key to provide value at the right time. © Creuna
- 42. © Creuna Case: Be valuable Job: Architect, ProjectManager Task: Renovatingthefacade of a law firm in Copenhagen. Digital Maturity Level: Medium-high
- 43. © Creuna The line of visibility The customer journey Reads a blog post about facade renovation Searches on Google for “Rockpanel facade renovation” Visits the multi- languaged Rockpanel website and looksat the different cases Still on the Rockpanel website, the architect starts reading the documentation Writes an e-mail to the relevant Area Manager to request pricing information Types of content What the customer can’t see Blog post Rockpanel website Rockpanel case section Rockpanel data sheets Marketing Department System Designers Marketing Department Account Management Product Specialists Methodology: Forrester Research Contents influence the customer journey and needs to fit in Contact information
- 44. © Creuna but is our content Interesting and engaging or valuable and useful?
- 45. © Creuna Our five basic colours Yellow, Blue, Red, Green and Grey These are the colours we use for backgrounds Darker colours You’re basically free to use the different saturations of the colours, but we still recommend these second to darkest ones Change background colour 1. Click on slide 2. Choose Format Background 3. Select Fill and choose your colour and click OK © Creuna Does the home page speak to customer issues, not just talk about the company, products, or services? Does the website provide content targeting different audiences or roles? Does the content provide utility — things customers can do without downloading a demo or calling? Is any of the content entertaining or emotionally inspiring? Do customer case studies expose real problems and quantifiable results? https://www.forrester.com/Brief+B2B+Content+Fails+The+Customer+Engagement+Test/fulltext/-/E-res114103 How engaging is your content?
- 46. Can Your Content Pass the Engagement Test? © Creuna Does the home page speak to customer issues, not just talk about the company, products, or services? Does the website provide content targeting different audiences or roles? Does the content provide utility — things customers can do without downloading a demo or calling? Is any of the content entertaining or emotionally inspiring? Do customer case studies expose real problems and quantifiable results? https://www.forrester.com/Brief+B2B+Content+Fails+The+Customer+Engagement+Test/fulltext/-/E-res114103
- 47. Measure the impact of your content and challenge whether your approach is profitable. © Creuna
- 48. © Creuna Be valuable Be relevant
- 49. Being relevant is the process of personalizing content to individual customers’ characteristics, preferences and contexts, thereby driving desirable actions. Definition: Be relevant © Creuna
- 50. Customization vs Personalization © Creuna Forrester Research Maximize usability Maximize value Customization: • Targeted to everyone • Anticipation of customer needs • Straightforward experience • Adapt products to desired use • Improved productivity and usability Personalization • Targeted to segments or individuals • Anticipation of customer needs • The “Aha” experience • Drive desirable actions/behaviors • Higher conversionrates, increased retention
- 52. Marketers are currently relying on basic data for personalization. © Creuna
- 53. Types of data used for personalization © Creuna Q: What types of data do you use to personalize experiences? http://www.emarketer.com/Article/Marketers-Stuck-on-Basic-Data-Personalization/1012763 Email address Name Location Demographics Cookies IP address Social ID 57% 45% 41% 40% 34% 33% 30%
- 54. Other variables might be interesting © Creuna Context Attitude Responses
- 55. © Creuna Utilizing the right data?
- 56. List of Personalization Variables © Creuna Category Type Examples Profile • Identity • Demographics • Accounts/IDs • Tech ownership/use • Preferences • Attitudes • Name,address, birthday • Age,gender, family status,children • Email address,social network IDs,accountnumbersand types • Devices,IP/MAC addresses,software,services • Opt-ins/outs,travel preferences,channel/communication preferences • Propensity,beliefs,values Affinity • Memberships • Affiliations • Social graph (Relationships),LinkedIn groups,loyaltyprograms • Schools,organizations,political and social causes/groups Sentiment • Feedback • Ratings/opinions • Surveyscomments,emails/class,complaints • Productopinions,likes/dislikes,ratings,ratingsand reviews,stars,referrals Behaviours • Interactions • Transactions • Marketingresponses • Testingresponses • Clickstream,footfall data,app usage,IVR records/transcript • Purchases,subscriptions,deposits/withdrawals,trades • Views,click-throughs,conversions,acceptances • Solution preferences,effortscore,time-to-completion,completionrate Content • Social media • Applications • Files • Biographic content • Tweets,blogposts,Facebook wall,Quoraquestions/answers • Calendar,email,contacts,to-dos,browserfavorites/history,playlists • Documents,photos,music,movies/videos,eBooks • Articles,citations,LinkedInprofiles,Wikipediaentries,public records Context • Time/location • Environment • Situation • Journey/activity • GPS position,day ofweek,time of day,beaconproximity • Temperature/weather,ambientnoise,lightlevels • Sensordata(movement,orientation,companions • Intent,goalsprogress https://www.forrester.com/Personalization+And+The+Rise+Of+Individualized+Experiences/fulltext/-/E-res115794
- 57. © Creuna Utilize relevance to drive desirable actions
- 58. © Creuna Be valuable Get intimate Be relevant
- 59. Get in close with your customers to establish a proposition for emotional and rational loyalty: knowledge-sharing, advocacy, re-purchase, share of wallet Definition: Get intimate © Creuna
- 60. More than a club… © Creuna “Loyalty has become synonymous with points, discounts and rewards – not with the customers’ emotional loyalty and devotion to a company, product or service. “ - Emily Collins, Forrester Research Source: Forrester Research
- 61. In B2B “the customer is many”. Know who they are and what motivates them. © Creuna
- 62. Reward, recognize & engage © Creuna https://www.forrester.com/Craft+A+Loyalty+Strategy+That+Raises+Your+Maturity/fulltext/-/E-res91681 The building blocks of a loyalty program: Strategy Customer Data Performance Management Program Design Program Execution
- 64. Don’t expect to earn your customers’ devotion with a generic loyalty program. © Creuna
- 65. © Creuna Integrate Be valuable Get intimate Be relevant
- 66. The future of B2B eCommerce is – a part from catching up with B2C – to integrate with the customers’ value chains to increase value creation, productivity and rational loyalty. Definition: Integrate © Creuna
- 67. 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.
- 68. © Creuna
- 69. eCommerce will eliminate more than 20% of all B2B sales jobs by 2020. Forrester Research © Creuna https://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288
- 70. © Creuna http://www.gartner.com/newsroom/id/2587415 81%value interaction with experts 38% value interaction with sales reps
- 71. B2B buyers only want to talk with vendors in specific cases © Creuna When product requires service When product is expensive When product requires installation When product is complex 64% 67% 67% 82% When price needs to be negotiated 91% https://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288 Q: For what types of purchases doyou prefer tointeract with a sales rep?
- 72. Integrate with everyone and empower sales people to nurture the big ones © Creuna
- 73. © Creuna Handling the credit crunch
- 74. Loyalty for the next level! © Creuna RESPONSE: { "customerId" : 1234, "delivered" : "2015-03-19 10:13:23", "status" : "paid", "products": {[ { "name" : "22 mm AO-Steel bøjning, 90G. 2 muffer", "modelnumber" : 034702022, "customerprice" : 25.95, "price" : 15.65, "quantity" : 5 }, { "name" : "22 mm AO-Steel bøjning, 90G. 2 muffer", "modelnumber" : 034702022, "customerprice" : 32.95, "price" : 19.43, "quantity" : 3 } ]} } REQUEST: https://ao.dk/api/customer/ products?OrderId=4321
- 75. Integrators challenged by tradition © Creuna Sell only via distributors Sell a part of the assortment directly Sell via distributors and direct with benefits for distributors Sell directly to customers
- 76. Just go global! © Creuna an uber for global ecommerce?
- 78. A marketing skillset for the age of the customer © Creuna Data Design Business Tech branding & advertising Creative concepts experience design graphic design content web + app development Performance optimization tracking setups system integrations business development + optimisation insights & strategy & prioritisation customer experience management data-based processes Visualisation + Dashboards automation Actionable reports
- 79. To fulfillambitions, we must evolveand build our competenciesone step a time © Creuna Getting basics right Establishing a platform Integrating for optimization Serving targeted value Value-based campaigning The brand as an ecosystem 1 2 3 4 5 6 Be valuable Be relevant Get intimate Integrate
- 80. thanks for listening Simon Kibsgård, Marketing Director& Lead Digital BusinessConsultant simon.kibsgaard@creuna.dk +45 22 49 83 41 creuna.dk +45 70 20 00 42
Notas do Editor
- Marketing og forretningsudvikling smelter sammen i disse år. Offline og digitalt. B2B-området er ikke nogen undtagelse, og når vi taler eCommerce er der store omvæltninger i gang og nye markeder, der erstatter gamle. Med udgangspunkt i de nyeste Forrester-rapporter, ser vi til denne morgenbriefing på de internationale eCommerce trends på B2B-markedet. For at finde ud af, hvad de mest succesfulde gør i den nye tidsalder for digital markedsføring. Den er begyndt - og dit ansvarsområde kan følge med og skabe momentum, hvis du prioriterer rigtigt. Det bliver du i stand til med Creunas hjælp. Nordens største digitale bureau byder dig velkommen til fremtiden.
- I oplægget til i dag, vil I kunne se en stribe spørgsmål. Det er de spørgsmål, som jeg naturligvis vil forsøge at besvare gennem de næste 45 minutter @René, Det er her vi beder dem om at introducere sig selv.
- Overordnet set vil vi gerne introducere brugen af baggrundsfarven nedenunder den grå der bruges nu, nemlig den der hedder “Text 1 , 15%” som giver en klart bedre kontrast end den der er brugt nu (Text 1, 25%)
- In the age of the customer
- We build brands: We define your brand’s unique advantages. We provide new insights on your business, competitors, market and customers. We help position and market your value propositions within engaging and relevant customer experiences. We grow business: We turn leads into revenue We help grow your sales and your market through, customer journey and sales funnel optimization. We make your offering stand out in the ‘moments of truth’ to attract new customers and retain existing ones. Attract, acquire and retain with dialogue and loyalty programmes We harness change: We make technology work for you to develop new digital services, offering your customers unique value – and your company new efficiency. Improve efficiency with digitalization of existing processes We close the gaps in your customer journeys with innovative, relevant and valuable services.
- Vi har bevæget os fra “age of manufacturing” til hvad vi nu ofte omtaler som “age of the customer”. Her har kunderne taget magten, og har sat sig selv I en stærk forhandlingsposition med nem adgang til en verden af informationer.
- Nøgleord! Empowered – beføjet, om man vil… Digital Samarbejdende Krævende Menneskelig… HUSK: Arketypen på den nye kunde. De ”gamle” er der stadig, men omfavner I hende her, så vil I sandsynligvis også forbedre oplevelsen for de andre?
- Empowerment: B2B-købere har i høj grad overført deres private online adfærd til deres virksomheds adfærd. B2C-organisationer har reageret på denne tendens ved at anvende teknologi og optimere organisationen til at håndtere denne adfærd. Det ser vi stadig alt for sjældent i B2B. For many product categories, buyers now put off talking with salespeople until they are ready for price quotes.
- Men også købet sker i stigende grad på nettet. Faktisk bruger 40% af køberne mindst halvdelen af deres budget online, … … men måske endnu mere imponerende viser den her undersøgelse, af 6/10 af dem, der køber online, har købt ind for 5.000 dollars ellers mere. Tendensen er klar – også fra andre undersøgelser. B2B-købere bruger større og større beløb online, så det er ikke kun kuglepenne og rengøringsartikler, der bliver shoppet længere.
- Collaboration – vi deler mere og mere med vores kolleger. I indkøbsprocessen er det således ikke unaturligt at distribuere marketingindhold rundt til mere end 25 kolleger inden man træffer beslutningen. Kolleger er på den måde med til at udfylde noget af den funktion, som leverandører tidligere har haft. Konsekvenser? Materiale skal kunne holde til at leve videre – både i indhold og format.
- Apropos content: der er et skisme som man må forholde sig til! ---------- Til sammenligning stoler 2 ud af 3 på det indhold, deres professionelle organisationer producerer – f.eks. Brancheforeninger mv.
- Brief: Connect The Brand and Customer experience To drive engagement A customer-obsessed enterprise focuses its strategy and its budget on the technologies, systems, and processes that win, serve, and retain customers. Our industry keynote speakers highlighted three strategic and operational challenges that today’s marketers must address: connecting with empowered customers; engaging customers once those connections are made; and nurturing customer obsession throughout the organization
- 1 . The entire customer lifetime Customers’ demand consistent experiences 2. A customer journey (eg. getting a new credit card) Relevance is key to meeting customers’ expectations 3. A touchpoint (eg. filling out the application form) Make sure, you know if this is your moment of truth
- B2C eCommerce Experiences drive the B2B eCommerce experience https://www.dropbox.com/s/u4e3zlpmd5hl20b/Key_Trends_In_B2B_eCommer.pdf?dl=0 Upsell / Cross-sell is not just for regular webshops Upsell and cross-sell to drive average order value, lines per order and, ultimately conversion rates. Experienced businesses find, that digital customers are more valuable and loyal than analogue only. Convenience will remain king. Don’t let internal processes push customers away From Forrester surveys of experienced B2B eCommerce businesses, many state that support for single sign-on, like LinkedIn or even Facebook can be the difference between a customer and a bounce. Sales services are key strategic battles in both B2C and B2B. Whether it’s free shipping, on-site delivery, no-stock support for customers Many also state flash sales, clearance sales and other tactical incentives to drive demand. Amazon Supply offers “free shipping on $50 orders” and Solar in Denmark delivers within 1 hour for 200 DKK. They even plan to fill customer’s operation trucks with inventory in the morning. Potential in digitalization of B2B business outweighs that of B2C ‘Retargeter’ shows, that B2B retargeting performs almost double that of B2C – probably because the first interest was closer to an actual need than when doing personal shopping: https://retargeter.com/blog/more/case-studies/b2b-retargeting-vs-b2c-retargeting We have a better chance at understanding our customers’ needs, their value chains and customer journeys. https://www.dropbox.com/s/psbtnc7dihh1u73/How_To_Build_A_Strong_B2B.pdf?dl=0 Self-services are far more valuable to B2B as convenience and efficiency means money https://www.dropbox.com/s/9km1828roak8mvs/Death_Of_A__B2B__Salesman.pdf?dl=0 Risk-aversion is easily addressed with digital and personalized interfaces and communication (wrong decisions in B2B means people loosing their jobs!) https://www.dropbox.com/s/psbtnc7dihh1u73/How_To_Build_A_Strong_B2B.pdf?dl=0 Competitive strength for those overcoming channel conflicts and rethinking customer acquisition and retention https://www.dropbox.com/s/wei3cljdcrfu58b/The_Case_For_Channel-Shif.pdf?dl=0 Letting customers start with order management, re-purchases and direct access to sales via digital channels, means more valuable customers Self-services allows service for low-volume and entry-level customers and makes possible cost out for all customer processes Sales reps are supported in their focus on key accounts and armed with value-added servicing technology With eCommerce portals capable of handling low-volume customers, reorders, and replacements, companies are moving sales reps up the value chain and tasking them with putting together higher-margin, more complex solutions instead of point solutions and one-off sales. They're also endeavoring to drive up sales per rep and sales per account by outfitting them with mobile assist technologies, such as smartphones and tablets, so that they can service a larger book of business more effectively and efficiently “Outside-in” as a method to understand, prioritize and draw customers closer B2B businesses are often run by engineers focusing on optimizing their products. That means many B2B suppliers have had their heads in the engine, turning their backs to the customers. This is all changing with more and more vendors understanding, that their competitive advantages will gain from bonding with the customers understanding their customer journeys and how they can attribute to customer value chains. The outside-in approach og customer journey mapping and customer experience management is a winning strategy for research, prioritization and management. Fast-laning: Lets customer order ahead, so they can easily pick up their goods, in the case they don’t get them delivered Intelligent decision tools that can make important recommendations Personalized cross-sell/upsell experiences that drive sales A simplified and expedited login that streamlines the path to purchase B2C-like pricing offers that attract deal-seekers Web-based clearance sales Flash sales Shipping incentives Distributed buying decisions Self-help tools and how-to-guides Advanced site search capabilities
- Brochures = product brochures Corpate brochures = corporate brochures
- CMO Council har interviewet en række Marketing direktører i Nordamerika og spurgt dem om hvilke typer af content, som er mest populære I deres branche. Svaret faldt på de traditionelle produkter, som brochurer/flyers og salgspræsentationer. Da de senere I undersøgelsen blev bedt om at vurdere hvilke typer af content, som rent faktisk resulterer I leads – og som derfor må formodes at have levet op til førnævnte definition – er white papers, større analyser, videoer, webcasts m.v.
- CMO Council har interviewet en række Marketing direktører i Nordamerika og spurgt dem om hvilke typer af content, som er mest populære I deres branche. Svaret faldt på de traditionelle produkter, som brochurer/flyers og salgspræsentationer. Da de senere I undersøgelsen blev bedt om at vurdere hvilke typer af content, som rent faktisk resulterer I leads – og som derfor må formodes at have levet op til førnævnte definition – er white papers, større analyser, videoer, webcasts m.v. Earned media: Hvor lever vores store content universer?
- Strategisk overvejelse Pilen (eller sweetspottet) bevæger sig når du går online I en digital kontekst kan vi måle på om der er et behov på forhånd
- Jeg har gennem de sidste mange år arbejdet med kunderejser og customer experience management. Når jeg gerne vil bruge et par minutter på at tale om det, så er det fordi, at det er væsentligt at B2B virksomheder forstår, at deres content skal tilpasses til at møde kunderne I øjenhøjde, alt afhængig af hvor kunderne befinder sig I kunderejsen. A thorough understanding of the customer journey is necessary to meet the customer with valuable content at the right time.
- Forrester Research har udarbejdet et framework for hvordan man kan forstå en kunderejse. Det er en relativt ligetil øvelse, hvor man typisk vil starte med en kunderejse, der er essentiel for ens virksomhed. Dernæst vil man notere hvad kunden oplever under vejs, samt hvad kunden ”ser” i en håndgribelig form. Arkitekten
- Nu har vi kigget lidt på de mest populære typer af indhold, og hvilke typer af indhold, som giver de her virksomheder mest valuta for pengene. Spørgsmålet der kan melde sig midt I alt det her er selvfølgelig hvordan man sikre sig, at ens indhold er både interessant og relevant. Source: Brief: B2B Content Fails The Customer Engagement Test
- Forrester har kigget på content fra 30 forskellige B2B virksomheder (VMWar,e Morgan Stanley Wealth, Philips Healthcare, Caterpillar, KPMG) fordelt på 6 industrier (Tekonologi, Software, Investeringsbanker, medicalvirksomheder, fabrikanter, services). De 10 kriterier er vurderet ud fra en 4-pkts skala: 0 = Absent 1 = Adhoc tilgang, inkonsistent tiltang 2 = Advanced, consistent, multiple examples 3 = Best practice (demonstrates excellence) Content der booster engagement: Lad kunderne være heltene I dit content. Fortæl deres historier, og hvordan de har brug jeres produkter til at få mere effektive arbejdsgange. Story telling er generelt et tema, som ofte bliver fremhævet. Brug de spændende historier, som I har til rådighed Produktark og stock photos fortæller ikke det samme som en velproduceret video.
- You risk wasting hundreds of thousands of dollars producing content that buyers won’t find valuable unless you focus your content strategy on customers, not your brand and offerings. - Laura Ramos, Forrester Research -
- By changing what, when, and how experiences present content and functionality to customers, personalized experiences transform the relationship between customer and solution, challenging existing notions of quality. Source: Personalization And The Rise Of Individualized Experiences by Tony Costa, December 9, 2014
- Systematized guidance. Individualized experiences combine customer data and intelligent systems, inferring customer needs and providing guidance at the individual level. The Weather Channel’s OutSider app combines customer run performance and profile data with biometeorological weather data to determine and forecast the optimal run conditions for each customer (see Figure 4).6 Using this forecast, customers can schedule runs during times that help them achieve their personal best. The OutSider app incorporates the weather science behind running and translates what that means for runners, making it easier and safer to plan a run and make better running decisions. Amazon historie omkring forkert stik til Philips Hue pærer
- Old: Marketers are currently relying on basic data for personalization and email addresses are the preferred type of data used.
- Spørgsmålet er naturligvis så, hvad vi ved om vores kunder. Dette barchart er baseret på data fra juli 2015, indsamlet af VentureBeat, hvor en række marketingmedarbejdere blev bedt om at svare på hvilke typer af data, som de bruger til at personalisere indholdet på deres websites. Source: http://www.emarketer.com/Article/Marketers-Stuck-on-Basic-Data-Personalization/1012763
- Choose intimacy before exposure and utilize personalized website experiences to drive desirable actions.
- Repurcahse: Customers continue to buy from your company Share of wallet: Customers buy more from you over time Advocacy: Customers say good things about your company to family, friends, co workers and even strangers.
- Companies will struggle making their customers loyal without a fundamental understanding of who they are and what motivates them.
- Craft A Loyalty Strategy That Raises Your Maturity https://www.forrester.com/Craft+A+Loyalty+Strategy+That+Raises+Your+Maturity/fulltext/-/E-res91681 Strategy Grounded in customer insights Customer Data Derived from qualitative and quantitative sources Performance Management Track Emotional and behavioral metrics Program Design Design a program that rewards, recognizes and engages members. Program Execution Ready, set, go.
- Old: Don’t expect to earn your customers devotion with a generic loyalty program.
- Prisen er stadig afgørende: vi har ikke lagt krisen bag os. Prisen dominerer i 55% af alle B2B-indkøb. Faktisk vil 85 % smide deres leverandør på porten til fordel for en konkurrent med lavere pris. Men mere overraskende er, at 7/10 vil fravælge deres leverandør til fordel fdor den med en mere convenient købsproces (dvs. frihed og magt til kunden).
- Introduktion til Amazon Dash. Oprindeligt blev Amazon Dash lanceret som et apparat, du kunne bruge til at scanne hvilke varer, som du gerne vil tilføje til din indkøbsliste på Amazon. Du kunne som forbruger altså gå rundt derhjemme og bestille dine dagligvarer direkte. I april lancerede Amazon så produktet Amazon Dash, hvor ideen er, at du sætter sådan en knap de steder hvor du opbevarer ting som vaskepulver, tandpasta og lignende. Lige nu er det her henvendt til B2C, men hvorfor ikke også tænkte det ind I en B2B kontekst? Når jeg tager den sidste kuglepen, så går jeg I stedet ned I SuperBrugsen og køber flere. Det er kun I Staples interesse at sikre at de får salget.
- Vi skal empower vores sales force – case på hvor sælgere har fået kickass udstyr. Vestas Wind Universe – man kan sidde med en computer og rådgive folk om placering af vindmølle.
- So what does convenience mean? Well, for one it means easy access to the hardcore stuff. As buyers are more informed than ever before, the level of knowledge provided by the sales people needs to be higher than ever. People value interaction with specialists twice as high as with normal sale reps! People want passion og expertise! But experts also need to be able to showcase how the sales will help promote the buyer in his or her career.
- Ved at integrere til en leverandør, skabes en høj grad af lock-in == loyalty
- Hvis I som virksomhed ikke er født ind I eCommerce er der forskel på hvor vel-integreret man er .
- Sell only via distributors –> Only sell small part of sortiment directly sell via distributors + direct with benefits for distributors -> Sell directly
- Lad os gå ind I et land vi ikke kender, hvor vi ikke har distirbutionsaftaler. De kan hjælpe os med at gå ren eCommerce ind I et nyt land.
- I har brug for de kompetencer
- Implementing our roadmap and maturing our digital business, we can add even more advanced customer engagement strategies to our brand experience
- Be relevant, integrate,