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© Fox Parrack Singapour. All rights reserved.
Digital disruption, fragmenting marcoms, empowered consumers.
David Fox, CEO , Fox Parrack Singapour
1
18th June 2014
B2B Marketing Summit 2014
© Fox Parrack Singapour. All rights reserved. 2
Started life as an advertising creative
Founded FPS: UK’s 1st tech agency in 1982
Now the agency’s ‘Strategist-in-Chief’
(i.e. devil’s advocate)
© Fox Parrack Singapour. All rights reserved. 4
Digital disruption, fragmenting marcoms, empowered consumers.
Is this the perfect storm?
© Fox Parrack Singapour. All rights reserved. 5
“The hardest thing about B2B selling today is that customers don’t need you the way they used to”
Harvard Business Review
© Fox Parrack Singapour. All rights reserved. 6
“The greatest danger in times of turbulence is not
the turbulence – it is to act with yesterday’s logic”
Peter Drucker
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 7
“The definition of insanity is doing the same thing
over and over and expecting a different result”
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 9
It’s all got too complicated.
Our job is to simplify it!
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 12
“70% of the buying process in a
complex sale is already complete before prospects are willing to engage with a live salesperson”
SIRIUS DECISIONS
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“Business buyers spend
just 21% of buying cycle in
conversations with salespeople…”
IDG CONNECT
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“…instead spending 23% of the
time in conversations with peers and colleagues…
IDG CONNECT
…and 56% of the buying cycle
searching for and engaging with content.”
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 15
Prospects are in the driving seat. Not us!
We have to be the first, and fast followers.
Listening, responding, adjusting.
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 16
The Empowered Consumer
(has become the Social-Empowered Consumer)
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From the 3rd screen to the 1st.
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The Consumerisation of IT...
… has evolved into the Consumerisation of Business.
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…it’s getting more personal!
(B2B emulating B2C)
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Personalisation and personal experiences will
drive deeper engagement.
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 23
“2014 will be the first year that traditional mass media
becomes direct.”
JAMES FROST, MARKETING DIRECTOR AT NECTAR
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 24
Multi-channel as the norm.
(Meeting customers on their terms, where and when they choose)
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 25
A more visual world.
*DEMAND GEN REPORT’S 2013 CONTENT PREFERENCES SURVEY
“50% had viewed a video to research a B2B purchasing decision in the past year*”
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 26
But, human interaction has never been more important in B2B...
…trade shows are still the biggest B2B expense!
[You can’t replace face-to-face…yet!]
© Fox Parrack Singapour. All rights reserved.
TREND 4: AGILE MARKETING
27
Reinventing the agency, reinventing the client/agency relationship
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70% of companies that were on the Fortune 1000 list
a mere 10 years ago have now vanished…
FORRESTER
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…unable to adapt to change.
Digital disruption changed the
business landscape.
FORRESTER
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Companies must break away from the assumption of sustainable
competitive advantage…
…and embrace adaptable differentiation,
i.e. develop an agility advantage.
FORRESTER
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Agile, responsive, adaptive, innovative, inventive, lateral.
(Marketing’s new charter)
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REINVENTING THE MARKETING DEVELOPMENT PROCESS
32
STRATEGY & PLANNING
CREATIVE DEVELOPMENT
PRODUCTION & DELIVERY
MEASUREMENT & METRICS
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THE ‘TRADITIONAL’ AGENCY MODEL
33
A few people in disciplines driving strategic, creative and client decisions
A load of resources on production & management of tactical deliverables
© Fox Parrack Singapour. All rights reserved.
THE ‘NEW’ AGENCY MODEL
34
A wider group in disciplines driving strategic, creative and client decisions
Still a load of resources on production & management of tactical deliverables
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 36
Authenticity
Issue of trust and relevance
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Employee Advocacy
“Amplifying the true voice within”
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Engaging emotions
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Story-telling
‘Connected conversations’
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 42
“Influencing prospects before the buying process begins in
order to build a preference.”
DEFINITION OF NURTURING
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“Our focus is on creating ideas so contagious
they can’t be controlled.”
MARKETING DIRECTOR, COCA-COLA
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 44
“The big idea is the ultimate unfair advantage.”
FPS MANIFESTO
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“Big ideas that take over the page, the doormat, the inbox, the screen.
Rich ideas that can be mined for multiple executions.
FPS MANIFESTO
Ideas that work through, in and across any medium, anywhere.”
© Fox Parrack Singapour. All rights reserved.
“The Mainframe: old, slow and lumbering?”
46
EXAMPLE 1
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“Turning a product-sell into a customer experience”
48
EXAMPLE 2
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“When your sales people don’t value your solution”
50
EXAMPLE 3
© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 55
“Marketing can rightfully move from the taillights of the
organisation to the headlights.”
DAVID FOX