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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 1
John W. MartinJohn.Martin @ sirhq.com
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 2
How to avoid being
BLOCKBUSTERED
TOMORROW MAPSM
Consum ers will choose and support green businesses.
Sustainable business practices indicate com -munity focus. Be green
or be gone.
IM PACT
SUSTAINABILITY STICKS
Find ways to dem onstrate and differentiate your com -mitment to being green. Whatever you do, don’t
“greenwash.”
IM PLICATIONPOPULATION EXPANDS
AGE SHIFTS
COMMUNITY EVOLVES
DIVERSITY RULES
HOUSEHOLDS CHANGE
MILLENNIALS DOMINATE
FRUGALITY PREVAILS
EVERYONE CONNECTS
PURPOSE REIGNS
They will reshape the work-place and the m arketplace.
Those who shift to m eet their needs will succeed.
React slowly and you won’t see 2030.
IM PACT
It is no longer enough to have a mission or vision. Now you need a stated purpose, which explains your “why”
in meaningful term s for M illennials.
IM PACT
Digital social connections will rule, and an anonym ous reviewer’s post delivers the same impact as a TV news
report. This trust shift is permanent.
IM PACT
Buying on “deal,” shopping via eBay and craigslist, shar-ing bikes, rides, bedroom s will transform m any sectors
of the econom y for years to come.
IM PACT
Each state will have pockets of growth and vast expanses
of declining populations. Most opportunities will be
around the “activity centers,” which will be m any.
IM PACT
Healthcare will keep boom-ing, but how we provide care and services for this big part of our population will create
problems and opport-unities for all.
IM PACT
All organizations, public and private, need to reflect the diversity of their com -munity. This is an expecta-
tion guaranteed to increase.
IM PACT
The key decision-maker is harder to identify, with such different household types. Organizations must connect with all households, espec-
ially those headed by women.
IM PACT
Ideas on “trust” will shift from institutions to the
crowd—based on reviews available online. Price m atters and will grow
in importance.
IM PLICATION
M onitor the prevailing sent-im ent online and actively
engage. Strengthen loyalty programs and recruit
your own onlineadvocates.
IM PLICATION
Engage them now, at work and in the m arket. Make sure you understand their collaborative mindset and
what it means for your organization.
IM PLICATION
Craft a compelling and be-lievable purpose statement for your organization. The
best are crowdsourced from within, not dictated
from the top.
IM PLICATION
Both internally in how you operate from your board
down and externally in how you com municate, reflect
m ore diversity now.
IM PLICATION
Learn what this perm anent shift m eans for your cate-gory. The wave of older
adults is im portant, but the ultim ate change is the ratio of old-to-young.
IM PLICATION
Make sure your operations are located in these centers,
if you’re trying to attract young, creative, skilled
workers. Focus sales efforts there, too.
IM PLICATION
The new m odel is that there isn’t a m odel household
definition any m ore. Look for older Boomer women to
establish new modelsby 2030.
IM PLICATION
DEMOGRAPHIC SOCIETAL/ CULTURAL
To successfully navigate to 2030 and beyond, you’ll need to understand the key trends shaping the future for your organization and industry. This Tomorrow Map identifies important demographic and societal/ cultural trends, how they impact your category,
and some ideas about what you can do now to ensure success tomorrow.More people m eans more opportunity. But growth will
be uneven across states, counties, and regions. Scale
your operation to match the population.
IM PACT
Growing population doesn’t guarantee success in the
marketplace. You’ll have to identify where growth can
be leveraged and focus accordingly.
IM PLICATIONUSA population expected to grow
from 321 million today to 358 million by 2030. Virginia’s population will grow 15%, reaching 9.6 million
by 2030.Cities and urban areas are growing as sm all towns and rural areas shrink. Future growth will concentrate in “activity centers,” which appeal to
M illennials.
Between now and 2030, the 65+ population will explode and reach 72 million –1 in 5 Am ericans will be over 65. At the same time, the ratio of old-to-young will shift forever, changing
alm ost everything.
Around 2040 the combined minor-ity populations will become the
majority, as America’s melting pot reaches a paradigm shift. Already, minority births exceed majority births. The future is coming in a
rainbow of colors.
Traditional families are the minority. M ore adults (51%) are unmarried. Now 27% live alone. Today 41% of
births are to unmarried wom en. The composition of Am erica’s house-
holds will continue evolving for years to come.
OPPORTUNITY?
Across each customized map, we will identify
opportunities for your industry or organizat ion.
© 2015 SIR Research, Inc. All rights reserved.Tomorrow Map is a registered trademark of SIR Research.
To get a customized Tomorrow Map for your organization, contact [email protected]
OPPORTUNITY?
Across each customized map, we will identify
opportunities for your industry or organizat ion.
OPPORTUNITY?
Across each customized map, we will ident ify
opportunit ies for your industry or organization.
OPPORTUNITY?
Across each customized map, we will identify
opportunit ies for your industry or organizat ion.
OPPORTUNITY?
Across each customized map, we will identify
opportunities for your industry or organizat ion.
OPPORTUNITY?
Across each customized map, we will identify
opportunit ies for your industry or organization.
Eight out of 10 people now thinks or acts “green.” This sustainability
mindset now brings more scrutiny and pressure on organizations to
embrace sustainable practices.
The Great Recession has brought a new norm al—spending less, saving more,
reducing personal footprints. Con-sum ption patterns will change, bartering will bloom , and the
sharing economy will boom.
The largest dem o in US history, their view of what’s im portant, what’s fair, and who is responsible differ from the
mindsets of prior generations. It is they who will shape culture
going forward.
Social m edia has birthed a new collaborative consum ption ecosystem, embraced by all ages. The collective makes decisions and recomm enda-tions, not the expert or authority.
Power rests in the hands of everyone.
With answers to any question in the device you’re holding, the role for
organizations is changing. In our wide open society, where everything about
anything is a click away, there’s a growing need to know “why”
an organization exists.
Tomorrow Mapsm
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 3
TECHSHIFTS
TALENTSHIFTS
TODAY
TOMORROW
The Two Major Forces Conspiring To Disrupt the Future of B2B Marketing
CAPABILITY KEEPS DOUBLING EVERY
1-2 YEARS
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 4
Quantum Computing
20+ years of research and billions of dollars to develop
We solved an equation in 3 minutes 20
seconds that would take the fastest
computer on the planet 10,000
YEARS to crack.- Google
Source: The Verge; https://www.theverge.com/2019/9/23/20879485/google-quantum-supremacy-qubits-nasa – September 23, 2019
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 5
Google expects the power of quantum computers to expand at
a “double exponential rate,” whereas traditional computers
have long been pegged to Moore’s Law.
MILLENNIALS1983-2001
18-36
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 6
16 34
MILLENNIALS Median age:
25
20 30 50 70
IT’S BECOMING THEIR WORLD NOW…
10 40 60 80
35 52
GEN XMedian age:
44
53 71
84,000,00074,000,000 74,000,000
TODAY:
21 65
US Census
BOOMERSMedian age:
62
24 42
MILLENNIALS Median age:
33
20 30 50 70
THEY WILL DOMINATE IN 2025…
10 40 60 80
43 60
GEN XMedian age:
52
61 79
87,000,000
69,000,000 70,000,0002025:
21 65
US Census
BOOMERSMedian age:
70
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 7
THE CHANGING WORKPLACE
Gen XMillennials
Boomers
15%
46%30%
Gen Z
9%
Gen X
MillennialsBoomers
32%32%
33%
Silent<2%
Workforce Ages 20-74. Source: Bureau of Labor Statistics , WSJ. http://on.wsj.com/1tv0n1O
TODAY: 2025:
How Will Tech & Talent Shape the Future of B2B Marketing?
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 8
B2B Marketing LeadersWill Shift From Managing Employees To Managing
TALENT
1
LIVE toWORK
BOOMERS:
WORK TOLIVE
MILLENNIALS:
Perspective On Work
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 9
MAKE ALIVING
BOOMERS:
MAKE ADIFFERENCE
MILLENNIALS:
Career Goals
Source: Future Workplace
91%of young people (18-35) expect to stay in a job for
less than three years.
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 10
Source: Future Workplace
15-20JOBS ACROSS THEIR
WORKING LIFE
LESS LOYAL
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 11
Work no longer TIED TO PLACE
It’s a FREELANCE
world
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 12
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 13
The GIG Economy by the numbers
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34%
1of3millionUS workers are 1099
of the workforce has a second job
Millennials freelance
Source: https://www.upwork.com/i/freelancing-in-america/2016/
The GIG Economy by the numbers
80M projected by 203050% of the Workforce
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 14
Internal - Work On Building and Cultivating a
MODERN WORKPLACE
CULTURE
TO DO
10 KEY TRAITS OF WINNING WORKPLACES
1. PURPOSEFUL
2. STORY-ORIENTED
3. DIVERSE & INCLUSIVE
4. AGE & GENDER-NEUTRAL
5. COLLABORATIVE
6. CREATIVE
7. FLEXIBLE
8. OPEN & TRANSPARENT
9. LEARNING & SUPPORTIVE
10. SAFE & TRUSTWORTHY
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 15
External - Embrace a Freelance
TALENT MANAGEMENT MODEL & TOOLS
TO DO
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 16
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 17
B2B Marketing Will Shift from General Account
Relationships to Technical Support
Relationships
2
CUSTOMER NEED:
Less Social. More Technical.
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 18
“Our supplier rep has always been one that wines and dines us - to try to build a closer relationship with us. That’s been the norm forever – dinners, and all sorts of trips and socializing. But that’s the past, I don’t think that’s the future . . .”
—B2B Customer
LESS SOCIAL
“Today, the benefit of maintaining our relationships with reps is more about having a backup - when you have technical or issues questions. We don’t need them so much for selecting products and placing orders.”
— Industrial B2B Customer
TECHNICAL ADVICE & SUPPORT
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 19
“We now do most of our product selection without recommendations from the reps who call on us, but I still reach out to them when I need immediate information, like when I’m driving to a meeting and need to know something right away.”
-Engineer Firm B2B Customer
TECHNICAL ADVICE WHEN I NEED IT
Increase Your Investment in Online Info &
Transaction Platforms. Perfect your
HIGH TOUCH 365/24 HOUR TECHNICAL SUPPORT
TO DO
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 20
B2B Marketing Will Revolve Around the Power
of AI Buying Assistants.
3
Artificial Intelligence (AI)
Chatbots are growing in use, but they are just the beginning of
what’s to come . . .
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 21
25MEcho smart speakers sold to date - engages with its AI assistant,
Alexa. This number is expected to more than
double by 2020.
AI assistant platforms will transform B2B marketing as
the value of data and AI’s predictive ability soar.
Prediction
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 22
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Future of B2B Marketing:Push Strategy
Getting AI platforms to carry and promote your services or products
Future of B2B Pricing
As the marketplace becomes more efficient, companies will feel pressure to offer the best deal —and accept offers that closely align with the stated
preferences as identified by the AI gatekeepers.
$
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 23
Increase Your Investment in Active
CONTENTCreation and Management
TO DO
Lean Into Video & Podcasts Google search rankings are skewing towards videos
IdeaCast - Harvard Business Review
Content Champion - Content Marketing Institute
Voices of Search - Searchmetrics
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 24
Evolve Your
OFFERSAway From Commodity Services and Products
TO DO
B2B Marketing WillShift Towards a New Trust-Building Model
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 25
THERE’S MUCH TO QUESTION, FEW TO TRUST
TRUST (CONFIDENCE)IN PEOPLE AND INSTITUTIONS
IS AT HISTORIC LOWS
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 26
TRUST/CONFIDENCE IN MANY INSTITUTIONS IS LESS THAN 50%
THE MILITARY 74%
SMALL BUSINESS 67%
POLICE 54%
CHURCH/ORG. RELIGION 38%
SUPREME COURT 37%
PRESIDENCY 37%
MEDICAL SYSTEM 36%
BANKS 30%
BIG BUSINESS 25%
NEWSPAPERS 23%
NEWS ON THE INTERNET 16%
CONGRESS 11%
Percent Saying “Great Deal/Quite a Lot” in 2018
Source: Gallup
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 27
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Trust in government
Source: Pew
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 28
Only 18% of buyers across all industries consider their sales rep to be a TRUSTED ADVISOR
Harvard Business Review, March 2017
THATMEANS
82%DON’T
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 29
TRUST HAS SHIFTED
INSTITUTIONAL/EXPERT TRUST
DISTRIBUTED TRUST
INDIVIDUAL
CROWD
Old Trust Model:
NEW Trust Model:
Ratings for both sides of the transaction:
SELLER AND BUYER
Examples are everywhere:
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 30
Where trust is headed TOMORROW
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Tala (Kenya): Uses a person’s online network to prove they are trustworthy – a blockchain-like ID system
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Traity: A Spanish insurance company that assesses risk by scoring people’s online reputations.Tala sells service to banks and landlords.
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 31
Actively Address All REVIEWS.
Grow All CONNECTIONS.Cultivate and support
Growing Base of ADVOCATES.
TO DO
The Internal Generational Gap (War) Will Intensify As
Millennials and Tech Transform B2B Marketing.
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 32
Millennial:“I want our customers to buy on our automated platform. When challenges come up, we should solve them online, too. Do we really have to talk to someone?”
Boomer:“Client contact builds closer customer relationships. You have to pick up the phone and talk to them.”
COLLIDING PERSPECTIVES
Millennial:
“We need to figure out how to deal with the over 50 crowd here. They are holding us back.”
Boomer:
“Everything I know about working in this industry I learned from experience, but for the younger folks, their knowledge tends to be internet-based which can be risky. They need to slow down.”
COLLIDING PERSPECTIVES
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 33
Work to Make Your Marketing Department
AGELESS
TO DO
Generational Mindsets:
OUTLOOK
WORK ETHIC
VIEW OF MONEY
VIEW OF LEADERSHIP
MEDIUM
Optimistic
Driven
Spenders
Pay your dues
Work is Life
TV
Self-centered
Skeptical
Free Agent
Debtors
Competence
Work to Live
Computer
Self-reliant
Confident
Goals
Savers
Egalitarian
Integrated
Mobile
Collective SelfORIENTATION
BOOMERS GEN X MILLENNIALS
WORK/LIFE BALANCE
© 2017 SIR’s Institute for TomorrowSM. All rights reserved.
Americans come in all shapes and sizes, races and religions, education levels and income brackets. Each of those attributes has an influence on how people view the world. But the most profound indicators are generational.
Members of the same generation, by definition, have shared many of the same formative experiences that set them apart from other generations. Did they live through times of war, or times of peace? Did they come of age in an era of prosperity and rising expectations, or a period of economic turmoil and broken dreams? Were their families large or small? Were the heads of most households a mom and dad, or did most have some combination?
Did the dominant media in a generation’s childhood consist of network television, Cable TV, or YouTube and Facebook? Did their cultural icons include the Rolling Stones, grunge, hip hop, or Grace Vanderwaal?
While coming-of-age experiences make each generation distinct, so does a generation’s stage in its life cycle. Since the dawn of time, every generation has traveled the same path of youth, young adult, midlife and old age. Each stage is associated with predictable priorities. Youths are concerned about establishing themselves in the world. At midlife, they reach the peak of their earning power and status. Old age brings less interest in material items.
The interaction of generational and lifecycle influences is complex — and the story for a given generation won’t be fully written until the last member leaves. This primer gives you a starting point for better understanding Boomers, Gen Xers, Millennials and the next generation on the horizon, the yet unnamed Generation “Z.”
Protective
Self-taught
Frugal
Pluralistic
TBD
VR?
Self-aware
GENERATION “Z”
Generational Mindsets:
OUTLOOK
WORK ETHIC
VIEW OF MONEY
VIEW OF LEADERSHIP
MEDIUM
Optimistic
Driven
Spenders
Pay your dues
Work is Life
TV
Self-centered
Skeptical
Free Agent
Debtors
Competence
Work to Live
Computer
Self-reliant
Confident
Goals
Savers
Egalitarian
Integrated
Mobile
Collective SelfORIENTATION
BOOMERS GEN X MILLENNIALS
WORK/LIFE BALANCE
© 2017 SIR’s Institute for TomorrowSM. All rights reserved.
Americans come in all shapes and sizes, races and religions, education levels and income brackets. Each of those attributes has an influence on how people view the world. But the most profound indicators are generational.
Members of the same generation, by definition, have shared many of the same formative experiences that set them apart from other generations. Did they live through times of war, or times of peace? Did they come of age in an era of prosperity and rising expectations, or a period of economic turmoil and broken dreams? Were their families large or small? Were the heads of most households a mom and dad, or did most have some combination?
Did the dominant media in a generation’s childhood consist of network television, Cable TV, or YouTube and Facebook? Did their cultural icons include the Rolling Stones, grunge, hip hop, or Grace Vanderwaal?
While coming-of-age experiences make each generation distinct, so does a generation’s stage in its life cycle. Since the dawn of time, every generation has traveled the same path of youth, young adult, midlife and old age. Each stage is associated with predictable priorities. Youths are concerned about establishing themselves in the world. At midlife, they reach the peak of their earning power and status. Old age brings less interest in material items.
The interaction of generational and lifecycle influences is complex — and the story for a given generation won’t be fully written until the last member leaves. This primer gives you a starting point for better understanding Boomers, Gen Xers, Millennials and the next generation on the horizon, the yet unnamed Generation “Z.”
Protective
Self-taught
Frugal
Pluralistic
TBD
VR?
Self-aware
GENERATION “Z”
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John Martin – Trends Shaping the Future of B2B Marketing
September 2019
© SIR’s Institute for Tomorrow. All Rights Reserved 34
The Younger Generation Will Ultimately Win
Gen XMillennials
Boomers
15%
46%30%
Gen Z
9%
Gen X
MillennialsBoomers
32%32%
33%
Silent<2%
Workforce Ages 20-74. Source: Bureau of Labor Statistics , WSJ. http://on.wsj.com/1tv0n1O
TODAY: 2025:
John W. MartinJohn.Martin @ sirhq.com
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