© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Play to Win:

How to orchestrate Memorable B2B customer experiences

2

Suresh Vittal

VP Marketing Strategy - Adobe

3

Michael Ballard

Demand Gen Strategy & Operations Manager - Lenovo

Market Dynamics in

B2B E-commerce0

1

0

2

0

3

0

4

Catalyzing Change

B2B is just Different

Game On

01

02

03

04

Most B2B companies surveyed said that they expect 50% of their

customer base to be buying from them online within three years.

50%More Than

Of the US

Population

will buy

online

86%

14%

86% of the B2B companies we surveyed said that they had

recently migrated offline customers online,

while only 14% said they had not

Source: Forrester, 2014

40%

B2B Online

OFFER MOBILE COMMERCE

B2B mobile traffic match B2C

MOBILE COMMERCE

59% or more purchase 5K+

SPEND ONLINE

22%

5%

75%

More than half of B2B comes

from mobile

ACCOUNTED FOR MOBILE

SALES

Source: Acquity Group and Forrester

7

READ REVIEWS ON MOBILE 56%

READ PRODUCT INFOS

COMPARE FEATURES

COMPARE PRICES

MOBILE IS A DRIVING FORCE FOR B2B

COMPANIES

55%

50%

48%

Source: Forrester

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8

Catalyzing Change

1

2

3

4

Consumerization

New Tech available at reasonable cost

B2B buyers adoption of social and mobile

Desire to purchase direct from

manufacturer

1 Consumerization

Instant gratification

1Consumerization

5 seconds or less

1 Consumerization

The Kimono is open

(social honesty)

1 Consumerization

When, what and how I want it ….on demand, customized, and mobile

2 New Tech available at reasonable

cost

August 2011 September 2012

January 2014

~100 companies ~350 companies

~950 companies

Ma

rke

tin

g T

ech

no

log

y L

an

dsca

pe

3 B2B buyers adoption of social and mobile

Increasingly, the Tech buy cycle

includes engagement through

mobile devices and social media

Source: Forrester and IDG Services

30% of IT Buyers

use a Smartphone

To conduct research

49% of IT Buyers use a Tablet

to conduct research

96%of B2B tech buyers engage

With one or more social

Media site and service

4 Desire to purchase direct from

manufacturer

Photo credit: @forbes

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

B2B is just Different

Multiple Decision

Makers

Intricate Supply Chain

Long Sales Cycles

Complex Offerings

Conversion B2C=3%

Abandon rate: 54%

AOV= $180

Service cost $5

B2C

B2B

Conversion B2B=10%

Abandon rate: 30%

AOV= $1,060

Service cost $12

Source: Internet Retailer & Forrester

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Game On | How to play to win

“We are in the AGE OF THE CUSTOMER. One by one,every corporate investment has been commoditized…

The only source of competitive advantage is theone that can survive technology fueled disruption —

an obsession with understanding,delighting, connecting with, and serving

customers.” — Josh Bernoff, Forrester

Social 10%

Big Data 10%

Marketing Automation 4%

Video 3%

Mobile 18%

Content Marketing 15%

Multichannel Campaign management 10%

Personalization 10%

Customer Experience 20%

Which one area is the single most exciting opportunity

for your organization in 2014?

Source: Econsultancy/Adobe 2014

Adobe | eConsultancy

2014 Digital Marketing Survey

Customer

Experience

Three Questions Drive the Customer Experience Index

Meets Needs“How effective were they at

meeting your needs?”

Easy“How easy were they to do

business with?”

Enjoyable“How enjoyable were they to do

business with?“

Forrester’s Customer

Experience Index

“Thinking of your interactions

with these firms over the past 90

days…”

Customer Experience

leaders make doing

business with them

easy and enjoyable

and are effective at

meeting needs of

their customers and

delivers

tangible returns

Source: Forrester,’s Customer Experience Index and Watermark Consulting, 2014

Customer Experience Leaders Outperform the

Market6-Year Stack Performance Customer Leaders vs. Laggards vs. S&P 500 (2007-2012)

Cu

mu

lative

To

tal R

etu

rn

Customer

Experience

Leaders

40.0%S&P 500

Index

14.5%

Customer

Experience

Laggards

-33.9%

50%

40%

30%

20%

10%

0%

-10%

-20%

-30%

-40%

5

4

2

3Contenders

3.4IT Industry

Average

4.5

Achievers

5.4Leaders

6.3Marketing Spend and Performance

1

Challenged

2.0A Comparison of Marketing Budget Ratio Source: IDC

27

Brochures/Brand

Engagement

Customer

CommunicationsInternal Communications

Sales Enablement Event Guides

Program Guides

White Papers

Business Identity & Firmographic

Data

Adobe Workflow on Lenovo.com

Adobe Target

Adobe Analytics

CRM

Lead to Revenue Management(L2RM)

Lead

Generation

Nurturing &

qualification

Sales

process

>

>

L2RM

Source: ForresterrResearch, Inc

Revenue

Full-Funnel View

Presite

Site

Sales

Impressions

Clicks

Lead Forms Submitted

MQL

SAL

SQL

Opportunity: won

Market Dynamics in

B2B E-commerce

Catalyzing Change

B2B is just Different

Game On

0

1

0

2

0

3

0

4

01

02

03

04

B2B buyers expect

consumer-like buying

experiences

1 |Leverage Technology to

power memorable customer

experiences

2 | Make friends with sales3 |