1.White Paper No. 3...............................................................................The Future of Work and its Impact on B2B Marketing There is always speculation on which marketing tools and tactics will be popular in the future. But how will tomorrows work environment inuence B2B marketing strategy?Contents 1. Predicting future work 2. Eighteen key evolutions 3. Future: Work & private life 4. Future: Work locationThe next 10-15 years will see major changes in the way we work, and thats likely to have an effect on B2B marketing. In this white paper, we examine the predicted changes and how Marketing Managers may need to adapt to reach decision-makers and buying teams in the future. To get an understanding of the relative importance of some of the issues we asked 200 managers What will have the greatest impact on work in the future? Chart I - The greatest impact on work in the futureGreatest impact on future work5. Future: Buying process31%6. Future: Technology30%17%7. Future: Data17%8. Conclusionpr oc es sDa taBu yi ngW or k&pr iv at elif e Te ch no lo gy W or k lo ca tio n5%Source: SCi Sales Group, 2013 n = 200As you can see, work & private life plus technology are believed to have the greatest impact. But before we make predictions about the developments in B2B marketing we need to further examine the possible changes in our working life. 2013 SCi Sales Group Ltd1

2. White Paper No. 3............................................................................... 1. Predicting future work Lynda Gratton, Professor of Management Practice in Organisational Behaviour at London Business School, recently listed Five Forces which will shape the way work will be done by 2025. The following is an extract from an article published in Business Strategy Review....the future will be less about general skills and more about in-depth mastery; less about working as a competitive, isolated individual and more about working collaboratively in a joined world, and less about focussing solely on standard of living and more on the quality of experiencesLynda Gratton Professor of Management Practice London Business SchoolTechnological developments By 2025, we can expect that more than five billion people will be connected by mobile devices, the internet Cloud will deliver low-cost computing services, and an unprecedented amount of information in the world knowledge net. Globalisation The combination of technology and globalisation will have a profound impact on the way we work in the future. Greater numbers of people will choose to move to the mega-cities of the world, and new talent pools will emerge in areas across the globe where the population is connected to the world knowledge net. Demographic changes The coming decades will be defined by the largest demographic group the world has ever seen the Baby Boomers. In 2010, they were in their 50s and 60s; and by 2025 most will have left the workforce, taking with them a huge store of tacit knowledge and know-how. Societal trends It will increasingly be the norm to work much of the time from home or in small community hubs to avoid the carbon costs and general wear and tear of lengthy commutes. More people will work as freelancers and neo-nomads, expecting increasing autonomy and freedom. Low-carbon developments We can expect oil prices to rise substantially as the developing world uses more energy and the sources of oil have become depleted and expensive to extract. This could result in a rapid escalation of the cost of moving goods across the globe and a rapid reduction of commuting and work-related travel. This will be a significant driver to virtual working and home-based working.Lynda Gratton is Professor of Management Practice at London Business School.Weve taken Lyndas Five Forces and applied them to B2B marketing. The result is a list of 18 key evolutions.She is the author of a series of best selling books including Hot Spots, Glow and Living Strategy. To view the full article from Business Strategy Review please scan the QR Code or click the short-link.bit.ly/SCiLink1 2 3. White Paper No. 3............................................................................... 2. Eighteen key evolutions The 18 key evolutions we have identified can be grouped under five headings. These evolution groups are likely to impact B2B marketing from now until 2025. They are... = Work& Private Life= Data = Worklocation= Technology = BuyingprocessThe infographic below illustrates the key evolutions, its available to share using the QR Code or short-link at the base of this page. Infographic I - The 18 key evolutions BYOD results in 24/7 connection with work Working longer hours, but flexible timeCollaboration areas for information marketplaceGreater use of public transportBaby-boomers will start retiring 2020 More decision makers in buying teamMore staff working from homeCrowd-sourcing; virtual short-term teamsCloser relationship between CMO & CIOOfficeHome Fewer company cars, higher delivery costs Better use of office space; desk-less offices Video-conferencing and video-call areasEU Data Regulation may impact Big DataComputer tablet more popular than PCTo view and share the above infographic of the 18 evolutions, please scan the QR Code or click the short-link.B2B data will include elements of B2C4 screen technology; TV tablet, mobile & laptopArrival of busumers; business consumers Technology and information overloadNow we have identified the key developments in our work environment we can study them in more detail, and examine their influence on B2B marketing strategy.bit.ly/SCiInfo4 3 4. White Paper No. 3............................................................................... 3. Future: Work & private life This first evolution group concentrates on how work and private life will merge, how we will travel to work and the length of our working day as well as career path. BYOD results in 24/7 connection with work We can already see how smart phones and other devices ensure we are connected 24/7 with both work and our private lives. BYOD (Bring Your Own Device) means its not unusual to receive private text messages during the working day or access work emails outside of business hours. As we become more comfortable with 24 hour connection, the limits of B2B contact may be stretched - responding to work emails at 9pm in the evening or 3pm on Saturday could eventually be considered normal. Working longer hours, but exible time As a result of 24/7 connection we are likely to work longer hours - when work is available. Companies will offer more flexible working arrangements and there could be a move towards project based work. While there will be less job security, flexible working will mean a much better work/life balance. People will have longer careers, and during your 70 years at work you can expect to have spent a lot more down time. Arrival of busumers; business consumers When work was a function within strict limits (9am-5pm, Monday-Friday), we communicated with people at different times and in different channels, depending on whether we were targeting consumers or business people. That distinction will disappear in the future.Chart II - Who are the Baby Boomers? Live Births in UK; 1925-2011 16.8m15.9m13.8m14.1m7.3mZYGe ne ra tio nXGe ne ra tio nGe ne ra tio nBo om er sBa byVe te ra ns1925-45 1946-64 1965-81 1982-00 2001-11+Between 1946-1964 there was a significant rise in the birth rate in the UK (and world-wide). These Baby Boomers had a positive effect, increasing both productivity and consumption. Many commentators believe the knowledge, skills and work ethic of the Baby Boomers will be missed when they retire. Source: Office for National Statistics, 2012The merging or work and private life may mean we all become busumers - functioning as both business people and consumers 24 hours a day. Decision-makers are just as likely to choose a new supplier on Sunday afternoon, as they are to choose a new bed after a Management meeting on Monday morning. Baby-boomers will start retiring 2020 The Baby Boomers helped the world re-build itself after WWII. In 2020, they will begin retiring, taking with them knowledge, skills and a unique work ethic. They form part of the original knowledge crowd. Most baby-boomers will retire at 60-65 years old, but future generation X & Y will need to work longer to support an ageing population. Future buyers could be 65-70 years old. Fewer company cars; higher delivery costs The price of oil is rising as reserves run dry and extraction becomes expensive. A recent Daily Telegraph* article claimed that Saudi Arabia would run out of oil to export by 2030, and the Institution of Mechanical Engineers** estimates oil may run out by 2050. The impact will be fewer company cars and less long distance travel (by car or plane). Rising oil prices will also affect delivery costs, perhaps resulting in fewer imports and more local production. The reality of distance equals money will finally hit. * http://bit.ly/SCiLink3** http://bit.ly/SCiLink24 5. White Paper No. 3...............................................................................Greater use of public transport Higher fuel prices might result in more people using public transport to get to work, assuming they are not working from home. London Underground has already installed WiFi at many stations, and the Dubai Metro has WiFi connection in the tunnels. As a result we can expect to see greater use of mobile devices; with both hands free, people will be able to respond to emails and concentrate on web content.Impact of Work & Private Life on B2B marketing Selling 24/7 Being connected 24/7 could mean 24/7 sales and service. It may become acceptable for you to engage with existing and potential clients at weekends and work-day evenings.Selling to the person, as well as the organisationAs we become more comfortable with 24 hour connection, the limits of B2B contact may be stretchedAs the workforce becomes more nomadic, so it could become increasingly important to build relationships with individuals as well as companies. Work in the future could be similar to a film production crew. A group of experts will come together to complete a project, and then disband to move on to the next project. You should ensure that when they find their next project, you are on their contact list as an expert in your field. Membership of reputable trade organisations and speaking at trade events/seminars should be part of your plan. Filling the knowledge gap As baby boomers retire they will take with them a library of knowledge built over decades. Content marketing can help fill the knowledge gap. Documents, videos and graphics that help to educate (and position your company as an expert) could be in greater demand. Selling locally The distance equals money equation could result in more local selling. Companies could possibly become concentrated in tighter geographic areas, with a number of small suppliers serving their needs. Grab them on the way to work As more people travel to work on public transport, their smart devices will give them access to content marketing and strategic articles. They will have the time to think strategically, and time to absorb complex propositions before they reach their busy office. You might also consider putting transport advertising on your schedule (escalator panels, station posters, tube cards, etc.).5 6. White Paper No. 3............................................................................... 4. Future: Work location People are already flocking to the mega-cities for work, and so the cost of space is increasing. Big offices are expensive to heat and light, the result is a drive to limit office space - either by making offices more efficient or by encouraging more people to work from home. Better use of office space; desk-less offices On average, 84% of office space in the UK is unused each year. Architects are now taking that into account and building spaces with desk-less offices, like the GlaxoSmithKline HQ in Philadelphia, USA and the Google HQ in London, UK.We found that only 35% of work activity took place in offices and cubes, yet we were dedicating 85% of our space to thoseDiagram II - GlaxoSmithKline offices in Philadelphia, USA QUIET ZONENo talking like a Quiet Carriage on British Rail.TABLES AT ANGLESFor less territoriality and more collaboration.TEAM TABLE Without monitors.RECEPTION QUIET ROOM FLOOR-TOA place to AND CEILING work alone SECURITY WINDOWSor make Open feel, personal calls. natural light.LOCKERSStash your personal stuff here.Edward Danyo Manager of Workplace Strategy GlaxoSmithKlineSHARED WORKSTATIONCUL-DE-SAC AREA For work that requires relative privacy and quiet. AD HOC MEETING ROOM Glass walls and no scheduling.Just plug your laptop into a monitor.TRADITIONAL CONFERENCE ROOMSPACE FOR MEETINGSVisitiors and vendors can gather with staff near the entrance.CAFETERIAA casual work space at nondining times.Credit: Drawing, GlaxoSmithKline and Arquitectura e Interiores; photos, Armanda del Vecchio.Edward Danyo, Manager of Workplace Strategy at GlaxoSmithKline, says there was a compelling argument for change, We found that only 35% of work activity took place in offices and cubes, yet we were dedicating 85% of our space to those. Other organisations might do the same calculation and move towards a desk-less office. But the driver for these changes is not only to save space, its also to create an environment for greater collaboration. Edward highlighted that a test office with the new format had already seen a 45% increase in the speed of decision-making. GoogleCollaboration areas for the information marketplace In order to progress in future careers, executives will need to be part of the knowledge crowd. Collaboration is an intrinsic part of knowledge exchange, and we can expect to see more formal and informal collaboration areas.Collaboration Area, Google HQ, London6 7. White Paper No. 3...............................................................................Video-conferencing and video-call areas Video-conferencing is already a popular and valuable tool during the sales process, but we could see video-calling play an increasingly important role as the cost of sending sales executives to meetings begins to rise. More staff working from home The distance equals cost equation will also apply to staff. The cost of commuting will become prohibitive and as more people use public transport congestion could also become an issue. Companies will need to find more effective and cost-efficient ways for staff to work, and working from home could be a common solution.Impact of Work Location on B2B marketing Identify the knowledge leaders Marketers should try to identify the knowledge leaders within organisations, people who tweet, blog, comment and engage with webinars/seminars. They are likely to be influential in the collaborative areas of future offices. Make content easy to find and digest GlaxoSmithKline have already found that desk-less offices lead to faster decision making, so that may put pressure on marketing departments to ensure content is easily accessible and quicker to digest. Infographics, short 300-word blogs and 2 minute videos (with links to more heavy-weight documents), could ensure you are part of the buying discussion at an early stage. Greater use of traditionally B2C channels As people work from home they are likely to be exposed to more B2C marketing channels. They may decide to view a news channel during their lunch break and we could begin to see more dedicated vertical business channels on digital TV. More firms might decide to join companies like FedEx and use TV commercials to reach decision-makers; or radio,national newspapers and even direct mail to home addresses. Video requires camera-confident sales executives Greater use of video calling/conferencing will require sales executives who are cameraconfident. Telemarketing Sales Agents will need to learn new body language skills and be comfortable in front of camera. Provide video cubicles As most tablet computers will be fitted with video-calling, it may be necessary to provide video cubicles to reduce background noise and provide a neutral back-drop to the call. Be mindful of working hours at home The home environment is a private space, even when its being used for work. So Marketing Managers will need to ensure they dont over-step the mark and encroach on territory that decision-makers regard as out-of-bounds.7 8. White Paper No. 3............................................................................... 5. Buying process The arrival of the internet has changed the buying process forever. Product and service comparisons can be completed quicker and new suppliers are just a click away. The next stages may be more decision-makers in the buying process and crowd-sourcing to build project-based teams. More decision-makers in buying team According to a series of surveys*, the number of people involved in a buying decision is rising... up 16% in just one year.Four out of five sales involve at least four people; one in ten sales involve more than ten decision-makersMiller Heimans annual Best Practice Study* found that four out of five sales involve at least four people; one in ten sales involve more than ten decision-makers. And the larger the company, the bigger the problem. For example, companies with more than a thousand employees have an average of 21 people in the decision to buy technology. Crowd-sourcing; virtual short-term teams Crowd-sourcing began in 2006, and the Chart below shows a steep rise in demand for these short-term projects. As staff and companies become less loyal to each other, and the advantages of project-based work become apparent to both parties, we can expect to see more crowd-sourcing in the future. As discussed earlier, buying teams might emulate a film production crew; a team of experts brought together to complete a project and who disband after the work is completed - but who recommend each other for future projects and meet again. As a result, it will become necessary for staff to develop expertise in a particular field or they could find themselves excluded from future projects. The days of the generalist manager or buyer may be numbered.Impact of Buying Process on B2B marketing Chart III Rising interest in Crowd-sourcing Index of search term Crowdsourcing 100Team to Team selling process As buying teams grow it will be wise to connect team-to-team, each expert dealing with their opposite number and building relationships that can develop into trust. Maintain contact as they move to new projects As individuals move to their next project you will need to ensure you maintain contact. Encouraging buyers to sign-up or download using their personal email address or mobile number and connecting with them on LinkedIn will ensure continuity in communication.80 60 40 202007200920112013Source: Google Adwords, 2013 Large organisations such as AOL, Microsoft and LinkedIn have all used crowd-sourcing recently. According to a recent survey** revenues ofMultiple languages/cultures as virtual teams are worldwide Companies are already sourcing the best teams from a world stage, and that will become more common in the future. Ensuring content is available in a number of popular languages and being aware of cultural differences will help buyers engage more readily with your proposition.crowd-sourcing firms grew 74% between 2010 and 2011, and 53% a year earlier. The 14 crowdsourcing firms that took part in the survey have total revenues of about $50 million. * Source: Miller Heiman Sales Best Practices Study** Source: www.crowdsourcing.org8 9. White Paper No. 3............................................................................... 6. Technology The pace of technological change seems to be increasing almost every year. New technology replaces previously new technology, making strategy difficult to formulate. Four screen technology; TV, tablet, mobile & laptop Many believe our lives will be organised by four screens, and at least 3 of them will be available at the office... all 4 if you are working from home.We need a whole new paradigm about how people use technology to control their life, rather than be controlled by it Jonathan Butler Sales Director IT Services AvanadeGoogle believes people use multiple screens in two ways: sequentially (going from one screen to another) and simultaneously (using more than one screen at once). Sequentially is more for targeted tasks, while simultaneously is mostly supplementing TV watching while browsing on another device. Although Googles research* is consumer-centric, we should remember that our business and private lives may merge. Marketers need to appreciate how people juggle four screens for various tasks during the entire day, and target adverts that will appeal on each device - and understand the different things buyers do on each device. Computer tablet more popular than laptop The rise of tablet computers means executives are no longer tied to their desk, free to roam the office and collaborate more with colleagues. Cloud-based software will give them access to all the functionality they need. In addition, tablets are far easier to take home - giving an uninterrupted link to work on a screen larger than a smartphone. Technology and information overload According to psychologist and author Lucy Jo Palladino, Ph.D, information overload can lead to indecisiveness and bad decisions. Indecisiveness occurs when youre overwhelmed by too many choices, your brain mildly freezes and by default, you passively wait and see. On the subject of bad decision-making, she comments You make a hasty decision because vital facts get wedged between trivial ones, and you consider credible and non-credible sources equally.Chart III Tablet or Laptop? Who will win? Computer Tablet vs Laptop 100% 75% 50%Jamie MacIver MA, Data Scientist at SCi Sales Groups, highlighted how information overload affects buying decisions, With so much to choose from, it becomes impossible to rationally assess each option on its own merits. Instead, the main factor becomes whether the option considered can stand out from the masses. Medium of communication not quality of product becomes the main factor in choice. In addition, the overload could extend beyond just information. Technology overload may also become an issue, as we try to manage all the devices in our lives and are constantly encouraged to use unfamiliar tools. Jonathan Butler, Sales Director IT Services at Avanade, supports this view. He believes We need a whole new paradigm about how people use technology to control their life, rather than be controlled by it.25% 2011 2012 2013 2014 2015 2016 2017 Computer TabletLaptop PCSource: NPD Display Search, 20129 10. White Paper No. 3...............................................................................Impact of Technology on B2B marketing Cross-platform optimised Compatibility is not enough, your marketing will need to be optimised for the devices used by your target audience. As the volume of marketing noise increases, the companies that speak most clearly will be heard. But optimisation does not necessarily mean for every device. Analytics will tell what devices your prospects are using, and it makes sense to concentrate your limited budget on those tools. As work and private life merge, the way we use 4 screens at home could be mirrored during work.90% of people shuttle between various devices to get a task done. Seeing an advertisement on TV, checking it out further on a smartphone or tablet, then doing more intensive research on a PC.90% of people use multiple screens sequentially, and they almost always do it in the same day.77% of people watching TV, do so with another device, most often their smartphone.Make full use of a bigger screen As people carry their tablet computers to and from work, it gives marketers a screen larger than a smartphone to display their message. Infographics, video and other graphic or picture based marketing make a greater impression on larger screens. Need to understand buyers preferences As access to different communication devices increases it may become necessary to understand a buyers preference in communication. Do they respond more to email or telephone? Are they more actively engaged with Twitter or LinkedIn? Storing their preference in your CRM will enable your message to be viewed quicker and acted upon faster. Use marketing channels that cut through the clutter Information or cognitive overload may become an issue in future marketing as buyers are bombarded with messages. Choosing the right marketing channel so that your message is registered and can be recalled could become crucial. Beatrice de Gelder, Department of Psychology at University of Tilburg, conducted an experiment on the recall (or recency) of spoken words versus written words or line drawings. Over 190 students took part in the research** and she concluded there was a clear picture of the effect of presentation format on recall. Recency of spoken lists was largest, recency of non-speech sounds was intermediate, and there were no significant recency effects for visually presented lists (written words or pictures). As our 4 screens become full, using alternative speech based methods of communication, such as telemarketing, could ensure your message stands out from the marketing noise.* Source: Google, The New Multi-screen World: Understanding Cross-Platform Consumer Behavior, 2012 ** Source: European Journal of Cognitive Psychology10 11. White Paper No. 3............................................................................... 7. Future: Data According to Bryan Eisenberg, founder of the Digital Analytics Association, the world is currently generating more data in 2 days than in all the days before 2003. The sheer Volume, Variety and Velocity (3Vs) of information has increased; partly as a result of the explosion in digital marketing and the data it generates.Companies may decide to off-load the data piece from the CMO and CIO and give it to a Data Scientist or Chief Data Officer, who would look at it from an infrastructure and marketing point of viewLee Koenig Head of EMEA Integrated Marketing SAPBig Data and the Single Customer View Managing the 3 Vs has been a problem. But Eisenberg believes that as new companies enter the Big Data arena, and provide cloud-based solutions, the capabilities that had previously been accessible only by large organisations will find their way into smaller companies. Big Data for the little guys. Add to this the increased capability to process data and we could finally have a Single Customer View of thousands of customers, enabling Marketing Managers to give them all an individual experience. EU Data Regulation But there is a problem on the horizon - the EU Data Protection Regulation (EUDR). The EUDR changes B2B marketing from an opt-out system to an opt-in rule. It is a fundamental shift, and due to be implemented 2014-2016. The Regulation states you must obtain explicit consent through clear statement or affirmative action to store and use both B2C and B2B personal data. Personal data includes job title, email, direct line and even IP address. This could mean that less prospect data is collected, so Big Data could become a little bit smaller. B2B data will include elements of B2C As work becomes more short-term, executives are more likely to give their private contact details. This ensures they keep useful contacts and remain part of the knowledge crowd after they move to their next project. Big Data may also enable B2B marketers to join the dots, accessing useful B2C information to build a better profile of decision-makers. Jonathan Butler, Sales Director IT Services at Avanade, explains If Im selling Microsoft solutions to an organisation and I know the CIO is a Microsoft fan - with a Windows phone, Windows 8 tablet, Hotmail and an Xbox - then I know that my audience is likley to be receptive to our services. Thats good for both parties.Chart III How big will Big Data become?Closer relationship between CMO & CIO Many CMOs and CIOs are already working closely, and there is evidence that CMOs in some firms are spending as much on IT as the CIO. Marketing data is set to move from the back-office to front of house, and smart CMOs will forge dynamic relationships with CIOs to squeeze extra ROI from data.Projected growth of world data 40,000 30,000 Exabytes 20,000 10,000201020122014201620182020Lee Koenig, Head of EMEA Integrated Marketing at SAP, believes customer data could become a separate function, Companies may decide to off-load the data piece from the CMO and CIO and give it to a Data Scientist or Chief Data Officer, who would look at it from an infrastructure and marketing point of view.Source: IDC, Dec 201211 12. White Paper No. 3...............................................................................Impact of Data on B2B marketing Build for Big Data... Content marketing will continue to play an important role in B2B lead generation, and the creation of touch-points to add valuable insight and social data to customer profiles, will further inflate Big Data. Make sure your CIO is prepared. Marketing executives will need to start building for Big Data today, so they are able to make sense of all the information tomorrow. Potentially, it will enable us to segment customer data like never before and create a true one-to-one marketing relationship. ... but prepare for the EUDR If Big Data enables one-to-one marketing, then the EU Data Regulation (EUDR) could herald one-to-none marketing. Smart companies have started getting consent for marketing from prospective customers now - using content and special promotions to encourage sign-up. To become an expert on the EUDR, scan the QR Code or use the short-link at the base of this page. You need to keep an eye on consumer law As more prospective customers use their personal contact details (personal mobile phone or email) it will become necessary for B2B marketers to ensure they comply with any B2C regulations as well as B2B. Make the CIO or CDO your best friend The marriage of CMO and Chief Information Officer (CIO) or Chief Data Officer (CDO) may result in... a) if you are selling products to the marketing department it might be wise to include the CIO/CDO as part of your target audience, b) if you are selling to other departments take your CIO/CDO out for a beer, they could prove to be very useful.How the EU plan to kill B2B marketing and what you can do to stop it Possibly one of the biggest threats to the future of B2B marketing is the EU Data Regulation. Scan the QR Code or use the short-link to find out more.bit.ly/Not4B2B 12 13. White Paper No. 3............................................................................... 8. Conclusion Changes in the way we work will be adopted by different industries at different speeds. The technology and marketing sectors are often early adopters on new, but we should always remember that our target audience is likely to be in other industries. What seems obvious and old-fashioned to us, may be new and innovative to others. Its often said that where there is change, there is opportunity. The next 10-15 years will bring change at an almost alarming rate. Predicting and preparing for change will enable you to make the most of the opportunities.For SCi Sales Group, the 3 biggest evolutions will be:Where there is change, there is opportunityi)The merging of work & private life, and how B2B data will include more B2C elements ii) The EU Data Regulation. It changes B2B marketing from an opt-out system, to an opt-in rule iii) Four screens and how that impacts the delivery of content, the overload of information and the opportunity for human interaction to rise above the digital noise The purpose of this white paper is to start a discussion. To talk about how you believe work in the future will shape B2B marketing. Join the debate on LinkedIn, go to http://bit.ly/SCiFutureSCsaLesSCi Sales Group Ltd 7 Albion Court Albion Place T: 020 8846 3950 E: info@scisalesgroup.com W: www.scisalesgroup.comPublished by B2B Marketing in their Telemarketing Knowledge Bank.SCexPanD London W6 0QT 2013 SCi Sales Group Ltd. These pages are copyright protected. All rights reserved. Any unauthorised reproduction or use is strictly prohibited, unless we grant such reproduction or use in writing. Unless specified, all intellectual property rights regarding this document and its contents are the exclusive property of SCi Sales Group Ltd. Author: Graham Smith, Marketing Director, SCi Sales Group Ltd. First published 1 January 2013.13