B2b marketing digital july 22, 2011

Digital Market ing for b2b businesses

July 2011

solutions capabilities

emergingmarkets

maturemarkets

business

buying process

b2bproducts

largeprojects

commoditiesenterprisesolutions

consumergoods

sales process

markets are conversations- clue train manifesto

conversation flow

conversation flow

buying process unpredictable number of contact points

unpredictable gaps between contact points

unpredictable value per lead

solution sales process one-to-one conversations

high level of engagement for each contact

outcome

impact depends on level of expertise

focus on fast-moving or high value leads

conversation drop-outs

conversation funnel

conversation conflict

conventional approach

value-added resellers, sales partners

resellers / parters

local presence

lower cost of contact

quick response

limited expertise

lower impact

lower conversion

new approach

sales process

empowered conversations

use technology to create high volume, continuous, high impact

one-to-one conversations

social technographic groups

Forester Research defines online consumers into different groups starting from inactives to spectators and the most evolved creators. The largest number of people are the spectators – who visit blogs, do searches etc for information. And the most evolved are the ones who write blogs, who create content and tweet and share the same.

What seems clear is that even if most people do not create content, many of them are spectators.

The stage of the evolution is such that presence itself is a measure, even if it does not progress to actively engaging online for all who view.

tech-enabled conversation flow buying process

unpredictable number of contact points

unpredictable gaps between contact points

unpredictable value per lead

solution sales process one-to-one conversations

high level of engagement for each contact

tech-enabled process collaborative technology (workflow)

high impact high volume continuous one-to-one conversations

outcome

impact independent of level of expertise

sales focus on fast-moving or high value leads

no conversation drop-outs

conversation lennuf

conversations unlimited

lira priyadarsanihttp://www.linkedin.com/profile/view?id=15361895

lira.priyadarsani@webofcomms.com99712-84441

ashutosh bijoorhttp://www.linkedin.com/in/bijoor

bijoor@reach1to1.com98201-94408

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