Slide 1

The New B2b Consumer June 2012

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AgendaTraditional engagement strategies Targeting the UK business populationThe emergence of the Prosumer The benefits of blending Choosing and matching the right consumer dataReal world examples Driving the creative and media mix Rewarding behaviour Summary

B2b sales engagement stackHigh Value

Low Value

Typical sales engagement marketing needed at lower level 3

UK business population

Challenge biggest market lack of info 1-10,11-250,250-999, 10004

Targeting the right audience

Selection criteria high low Corp and Enterprise covered, SME/SoHo lack of data, insight and low ROI BIGGEST MARKET LEAST COVERAGE5

B2c blending

Such a large market segment needs effective targeting Adds a new layer of knowledge

Help inform social media strategy

SoHo/SME purchases not always commercially driven

Set the scene to drive new communication that encompasses social drive decisions clarity 6

Buyers research 10.8 reference sources79% of buyers use their smartphone to reference products & services 54% comparison shop Sales engagement is becoming less relevant Loss of brand control

The emergence of the Prosumer

Technology is driving a new decision making process A threat

Reference: Google ZMOT research

Technology is driving a new decision making process An opportunity

The emergence of the Prosumer

Opportunity to listen and engage early Nurture prospectsMultiple channel engagement New ways to transact Reference: Google ZMOT research

Choosing the right consumer data

Later walk through a number of examples. Consider types of data and its use 11

Set the scene to drive new communication that encompasses social drive decisions clarity Define the outcome Agree matching criteria i.e. individual, household or postcode level Test data sources for match levels to your own file low level matching will lead to poor model

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Commercial Insurance Van drivers Key Cluster Demographics Household income 30,000-40,000Trade/craftsmanAverage credit riskPay for insurance in full Interests include fishing, football and camping Subscribes to SkyMore likely to read The Mirror, Daily Star or Sun on a daily basis

Commercial Insurance Acquisition

Commercial Insurance Outcome

Rewarding behaviour Trade Wholesalers Key Cluster Demographics Home owner Married with two dependants under 10Above average credit riskInterests include betting, bingo, days out, cinema & football More likely to read The People Sunday Express

Rewarding behaviour Engagement

Rewarding behaviour Outcome

Summary