© Logica 2008. All rights reserved
B2B MarketingDeveloping markets through social media
Disclaimer
•The slides in this presentation do not reflect the opion of Logica, but are a representation of the author’s views on B2B Marketing 2.0 and Social Media. No rights can be derived from the content of this presentation.
• In true web 2.0 tradition, this presentation has been created based on widely available material from various sources, such a slideshare.net. When available the sources have been credited.
B2B Marketing Event 2008
A quick introduction
B2B Marketing Event 2008
Wouter Trumpie
CRM Consultant @ Logica
8 years CRM consulting experience
Sales & Service
Education Interests Employment history
Objective
Talk about B2B marketing, share insights on B2B marketing 2.0, interact with you on your views on B2B marketing 2.0 and create a common definition of B2B marketing 2.0.
Through a 45 minute presentation, an hour long ‘lagerhuis’ discussion, 30 minutes of group work and 15 minutes of co-creation!
B2B Marketing Event 2008
Agenda
B2B Marketing Event 2008
Logica and CRM1
B2B Marketing 1.02
B2B Marketing 2.0 – power to social media networks3
B2B Marketing 2.0 – a hype without added value4
Marketing and CRM
B2B Marketing Event 2008
What is CRM?
Customer Relationship Management
Elements of CRM
B2B Marketing Event 2008
Sales Service Marketing
Strategy
Process
IT Solutions
Logica provides
•Process– Management consulting
– Process and business analysis
• IT Solutions– SAP
– Microsoft Dynamics
– Oracle Siebel
B2B Marketing Event 2008
Trends in CRM
B2B Marketing Event 2008
Hype cycle for marketing
B2B Marketing Event 2008
Agenda
B2B Marketing Event 2008
Logica and CRM1
B2B Marketing 1.02
B2B Marketing 2.0 – power to social media networks3
B2B Marketing 2.0 – a hype without added value4
Product information
Marketing message
Marketing 1.0 – Unidirectional – spreading the message
B2B Marketing Event 2008
CompanyCompanyCustomers
Prospects
Suspects
Other
Customers
Prospects
Suspects
Other
B2C vs. B2B marketing
B2B• Low volume, slow turnover
• Typically expensive products
• Configurable / tailored products
• Limited use of resellers
• Targeted at decision making units
B2C• High volume, high turnover
• Relatively low cost products
• ‘Simple’ products
• Standardize products
• Use of resellers
• Targeted at individuals
B2B Marketing Event 2008
B2B marketing 1.0
B2B Marketing Event 2008
B2B marketing trends
•B2B Marketers spent US$ 77 Billion in 2007
•Growing market for marketing automation solutions
•Word of Mouth Marketing is becoming increasingly important Net Promotor Score
•Analytics and data mining on the rise
B2B Marketing Event 2008
Agenda
B2B Marketing Event 2008
Logica and CRM1
B2B Marketing 1.02
B2B Marketing 2.0 – power to the people3
B2B Marketing 2.0 – a hype without added value4
Web 2.0?
• Interactive
•User generated content
•Two-way communication
•Web 2.0– Blogs
– Social Networks (Linkedin, Hyves, Facebook, Myspace)
– Video and photosharing (Flickr, YouTube)
– Reviews (kieskeurig.nl, elcheapo)
– Wiki’s (Wikipedia, Wetpaint, PbWiki)
= Social Media
B2B Marketing Event 2008
What is Social Media?
“Social media describes the online technologies and practices that people use to
share opinions, insights, experiences and perspectives with each other. Social media
can take many different forms, including text, images, audio and video.”
B2B Marketing Event 2008
Source: wikipedia.org / http://www.slideshare.net/gregverdino/is-this-thing-on
Business social media examples – LinkedIn
B2B Marketing Event 2008
Business social media examples – Mobile Monday
B2B Marketing Event 2008
Business social media examples – Blogging about Oracle Apps
B2B Marketing Event 2008
Business social media examples – Oracle MetaLink
B2B Marketing Event 2008
Social media usage statistics
B2B Marketing Event 2008
Source: KnowledgeStorm/Universal McCann Emerging Media Studies
Uses of social media by B2B decision makers
B2B Marketing Event 2008
Influence of social media
B2B Marketing Event 2008
Source: KnowledgeStorm/Universal McCann Emerging Media Studies
Social media – a valuable addition to today’s marketing tools
The social oriented internet is a massive opportunity for brands, advertisers and marketers, if embraced properly!
B2B Marketing Event 2008
What motivates buying behavior – engagement!
B2B Marketing Event 2008
In other words: B2B Marketing 2.0 cloud tag
Engagement interaction content two way
better segmentation ROI 2.0 Social Media
BIG Business Opportunities Conversion Rates Customers Word of Mouth Affiliate marketing
LinkedIn Facebook Hyves Myspace Social Networks
Blogs Wikis Vodcasts White papers
Community CreationB2B Marketing Event 2008
Questions?
?B2B Marketing Event 2008
Agenda
B2B Marketing Event 2008
Logica and CRM1
B2B Marketing 1.02
B2B Marketing 2.0 – power to social media networks3
B2B Marketing 2.0 – a hype without added value4
Social Media is just another short lived trend!
In the future everyone will be world-famous for 15 minutes.
Andy Warhol (1968)
B2B Marketing Event 2008
Remember the Internet bubble?
• Inflated stock prices
•No profits, no sustainability
•Loads of people made a lot of money, and then lost is all!
Social media and 2.0 will take the same route!
B2B Marketing Event 2008
Back to basics, what is B2B marketing?
B2B Marketing Event 2008
Products &
services
High volume,
Low complexity
Low volume,
High complexity
Loads of firms utilise social media, but do not find it effective
B2B Marketing Event 2008
B2B Marketing and Social Media do not mix well
•Personal contact is key!
•Complex products, require detailed explanation
•Nobody will buy a nuclear power plant through LinkedIn.
B2B Marketing Event 2008
Bursting the bubble
B2B Marketing Event 2008
Social Media
•Usage is high now, but will die down soon, it’s a hype
•Adoption is up, but•Only 16% of time on internet is spent using social media (comScore digital world – 03/08)
•Adoption among the over 40 (real decision makers) is a low 23% (comScore digital world – 03/08).
B2B Marketing Event 2008
Social != Marketing or Sales
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In other words – B2B marketing will remain personal
•The internet is fine for promotion and advertising
•Use social networks to provide service
•But market and sell through traditional channels!
B2B Marketing Event 2008
No. 4010 April 2023 Scoping Sonar No. 4010 April 2023 Guidelines & Samples
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