@mediamutt @IBM

Jacques Pavlenyi Program DirectorSocial Collaboration Software Marketing IBM

THE CONSUMERIZATIONOF B2B MARKETING @socalbma #socalbma    

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What’s all this about?

Tech is changing the workplace So are Millenials The impact on Marketing Next steps

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Tech is changing the workplace

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Cloud is changing the workplace! Innovate at the speed of

cloud

! Buying cycle: try, adopt, buy more

! It’s as easy to buy business solutions as it is a smartphone app…and as easy to drop

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Data is changing the workplace

➢ Data is the new natural resource

➢ It’s not about information, it’s about insights

➢ Cognitive and natural language processing put insights in the hands of everyone

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Engagement is changing the workplace

➢ Mobile and Social blur the boundaries between work and play

➢ Information consumption patterns are changing

➢ Expectation is for personal engagement – we no longer trust advertising

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Millennials are changing the workplace2020 2030

50% USA workforce

75% Global workforce

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⌧ Different career goals and expectations

⌧ Want constant acclaim and trophies

⌧ Online addicts, no boundaries

⌧ No decision without the group

⌧ Jumps ship if feeling unfulfilled

5 Myths about Millenials

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How will Millenials change the workplace? Some uncomfortable truths…

! All employees are in the dark

! All generations think their org’s customer experience is poor

! All ages have embraced tech – it’s the enterprise that is slow

“67%%of#the#buyer’s#journey#is#now#done#digitally.#Online#searches#are#execu9ves’#first#course#of#ac9on.”##Source:(SeriusDecisions(study(realeased(in(2012(“The(Marke:ng(Organiza:on:(The(Next(Five(Years”(

(

3!Biggest!Complaints!B2B!Buyers!Have!About!

Vendor!Content!are!Too!Many!

Requirements!for!Downloading!Blatantly!

PromoAonal;!and!NonD!

SubstanAve,!Uninformed!Content.!Source:(Social(Media(Today(

The impact on marketing is profound

Off#Domain# On#Domain#17#people#involved#in#Enterprise#Technology#purchase#Source:(IDG,(Enterprise(Role(&(influence(of(the(Technology(Decision<Maker(Study,(2014(

360$View$

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The impact on B2B marketing is profound

! Getting to know you

! Don’t call us, we’ll call you

! Pull the trigger with data and gut

! Share the experience discreetly

Source: “To buy or not to buy: how Millenials are reshaping B2B marketing”, IBM Institute for Business Value, April 2015

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So what should I do?

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From B2B to Human-to-Human Marketing

➢ Relevant ➢ Real ➢ Ready

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Be relevant with rich, actionable personas

➢ Your buyer is real

➢ Your buyer doesn’t work alone

➢ Your buyer has preferences

➢ Your buyer has emotions

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Be real: speak human

➢ Ted’s a person, not a “buyer”

➢ Ted cares about his career, not a value prop

➢ Find out how you can help Ted, not what he can buy from you

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Engagement Metrics Results Metrics

Likes and Follows Visits and Clicks

Retweets Leads

Shares Conversion Rates

Comments Sales

Social impressions Support tickets resolved

Social mentions Account setups

Check-ins Repeat registrations

Source: Justin Ramers, Big Bang Theory of Digital Marketing

Ready: use data to uncover real behaviors

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Recap

! Cloud, Big Data, Engagement

! Millenial Myths and Truths

! From B2B to H2H: 3 Rs

@mediamutt @IBM

Jacques Pavlenyi Program DirectorSocial Collaboration Software Marketing IBM

THE CONSUMERIZATIONOF B2B MARKETING @socalbma #socalbma    

#socalbma •

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! How is technology affecting your engagement with customers?

! How are Millenials changing your buyers’ behavior?

! How is Marketing changing in your organization?

! What is working and what isn’t?

Interactive Discussion

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Business Marketing Association, Southern California Chapter

The Consumerization of B2B Marketing

May 21, 2015 • La Jolla

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