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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
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morgenbriefing
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Agenda
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Four major trends Cases
The modern B2B buyer
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Four major trends
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Speed of Change
1
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Every new technology cycle supports
10 times more users and devices.
KPCB/Mary Meeker
© Creuna http://www.kpcb.com/insights/2013-internet-trends
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Social technologies are adopted at an increasing speed.
McKinsey Global Institute
http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
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Connectivity 2
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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
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Top-PowerPoint menu 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/
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Big Data 3
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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
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Top-PowerPoint menu 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’
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“
”
http://www.forbes.com/sites/lisaarthur/2012/04/17/b2b-marketers-use-big-data-new-tools-to-evaluate-execute-evolve/
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Transparency 4
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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
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see opportunities adaptive communication utilize your data keep your door open
© Creuna
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Agenda
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Four major trends Cases
The modern B2B buyer
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The nature of B2B buying is changing
The buyer perspective:
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1. Who’s involved? 2. Where does the research
and purchase happen? 3. What influences the process?
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Who’s involved in the buying process?
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Centralization
Sharing
Involvement
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In most large organizations,
decentralized buying is dead.
John O’Gorman, author of “The B2B Sales Revolution”
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“
”
http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/
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Top-PowerPoint menu 59% forward online content to
more than 25 people. CMO Council
© Creuna http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/
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Top-PowerPoint menu 67% of buyers involve more team members in the buying process compared to last year.
DemandGen Research
© Creuna http://bit.ly/1sgwu7e
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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
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Where does the buying take place?
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Multiple touchpoints
Omni-channel
Online sales
Online loyalty
Personal interaction
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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
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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
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Several important touchpoints
Forrester Research
http://www.forrester.com/How+B2B+Marketers+Use+Social+Now/fulltext/-/E-RES94263
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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
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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
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Top-PowerPoint menu 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
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What influences the modern buyer?
© Creuna
Content Relationships
Price and convenience
Transparency
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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
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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
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© Creuna http://www.gartner.com/newsroom/id/2587415
81% value interaction with technical experts
38% value interaction with sales reps.
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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
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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
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© Creuna
empowered to the bone +digitally engaged
+a collaborative jedi +demands content and expertise
+but still human after all
Your New Customer
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Agenda
© Creuna
Four major trends Cases
The modern B2B buyer
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New times, new measures
The sales perspective:
© Creuna
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>
>
The Customer Journey
© Creuna
discover
Find
compare
Like Love
search
decision
investigate
use
share
Trust advocate
get support
Purchase/ Desired action
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>
>
© Creuna
discover
FIND
compare
Like Love
search
decision
investigate
use
share
Trust advocate
get support
Purchase/ Desired action
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
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© Creuna
A VELUX Customer Journey
Use Increase Indent button to get predefined level and font
Level 1 = Introtext Level 2 = Subtext
Level 3 = Bodytext
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.
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
Our five basic colours Yellow, Blue, Red, Green and Grey
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© Creuna
Maersk Line and the Baltic Sea
http://jonathanwichmann.com/2013/10/07/how-to-generate-leads-in-b2b-social-media/
Our five basic colours Yellow, Blue, Red, Green and Grey
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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
Our five basic colours Yellow, Blue, Red, Green and Grey
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© 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
Our five basic colours Yellow, Blue, Red, Green and Grey
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Darker colours You’re basically free to use the different saturations of
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© 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
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© Creuna https://econsultancy.com/blog/63137-three-inspiring-b2b-marketing-case-studies
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© Creuna https://econsultancy.com/blog/63137-three-inspiring-b2b-marketing-case-studies
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>
>
© Creuna
discover
Find
compare
Like Love
search
decision
investigate
use
share
Trust advocate
get support
Purchase/ Desired action
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
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© Creuna
Choose among many Layouts Right-click on slide and select Layout
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© Creuna
>
> discover
Find
compare
LIKE LOVE
search
decision
investigate
use
share
Trust advocate
get support
Purchase/ Desired action
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
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2. Choose Format Background 3. Select Fill and choose your colour and click OK
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
Choose among many Layouts Right-click on slide and select Layout
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Size of image=1500x844 px (2000x1126 px for even better quality) VestasOnline
Digital services as loyalty enabler
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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
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.
VestasOnline: The Product
© Creuna
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a two-digit million investment +break-even in eight months
+loyalty enabler
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Takeaways
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Four major trends Cases
The modern B2B buyer
Empowered Digital Collaborative Demanding Human
Speed of change Connectivitity Big data Transparency
Find Like Love
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embrace omni-channel +be relevant and accessible
+collaborate closer +engage throughout the ecosystem
Recommendations
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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
tak :) Kristoffer Okkels, Digital Business Consultant Lars Elkjær Andersen, Director, Clients & Sales, Aarhus
[email protected] [email protected]
+45 22 49 83 39
© Creuna
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+45 22 49 83 44