B2B customers buying behaviour in the Jewellery industry ...
B2B: Customers are in charge – and so what?
65
B2B: Customers are in charge – and so what? Forget the funnel and cultivate the eco system Kristoffer Okkels, Digital Business Consultant Lars Elkjær Andersen, Director, Clients & Sales, Aarhus morgenbriefing
Transcript of B2B: Customers are in charge – and so what?
Choose among many Layouts Right-click on slide and select Layout
Insert client logo 1. Select placeholder 2. Choose Insert from top menu 3. Choose Picture from file 4. Select client logo 5. Click OK
To view drawing guides 1. Right click on slide and select
’Grid and Guides...’ 2. Check ’Display drawing
guides on screen’ 3. Select OK
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
B2B: Customers are in charge – and so what? Forget the funnel and cultivate the eco system Kristoffer Okkels, Digital Business Consultant Lars Elkjær Andersen, Director, Clients & Sales, Aarhus
© Creuna
morgenbriefing
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images and you can repeat the agenda throughout
the presentation and highlight the coming section
Insert image in background 1. Click on lower Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
Agenda
© Creuna
Four major trends Cases
The modern B2B buyer
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Four major trends
© Creuna
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Speed of Change
1
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Every new technology cycle supports
10 times more users and devices.
KPCB/Mary Meeker
© Creuna http://www.kpcb.com/insights/2013-internet-trends
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Social technologies are adopted at an increasing speed.
McKinsey Global Institute
http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Connectivity 2
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
75% of all businesses use social collaboration tools in 2013.
eConsultancy
© Creuna http://econsultancy.com/dk/blog/10986-75-of-businesses-to-use-social-collaboration-tools-in-2013-infographic
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu 96% of B2B tech buyers engage with one or more social media site and service.
IDG Research Services
© Creuna http://idgknowledgehub.com/b2b-tech-buyers-are-using-social-media/2012/12/03/
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Big Data 3
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Companies embracing big data are
4% more productive and have
6% higher profitability McKinsey Global Institute
© Creuna http://www.mckinsey.com/insights/high_tech_telecoms_internet/ten_it-enabled_business_trends_for_the_decade_ahead
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu B2B marketers can use big data to drive more targeted and effective campaigns.
Lisa Arthur, author of ’Big Data Marketing: Engage Your Customers More Effectively and Drive Value’
© Creuna
“
”
http://www.forbes.com/sites/lisaarthur/2012/04/17/b2b-marketers-use-big-data-new-tools-to-evaluate-execute-evolve/
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Transparency 4
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Organizations that fail to be transparent will have it forced upon them.
Harvard Business Review
© Creuna http://www.hbr.org/2009/06/a-culture-of-candor/ar/1
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
see opportunities adaptive communication utilize your data keep your door open
© Creuna
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images and you can repeat the agenda throughout
the presentation and highlight the coming section
Insert image in background 1. Click on lower Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
Agenda
© Creuna
Four major trends Cases
The modern B2B buyer
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
The nature of B2B buying is changing
The buyer perspective:
© Creuna
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
1. Who’s involved? 2. Where does the research
and purchase happen? 3. What influences the process?
© Creuna
Choose among many Layouts Right-click on slide and select Layout
Who’s involved in the buying process?
© Creuna
Centralization
Sharing
Involvement
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
In most large organizations,
decentralized buying is dead.
John O’Gorman, author of “The B2B Sales Revolution”
© Creuna
“
”
http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu 59% forward online content to
more than 25 people. CMO Council
© Creuna http://buyer.sellerinsights.com/2013/06/13/why-decentralized-buying-is-dead/
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu 67% of buyers involve more team members in the buying process compared to last year.
DemandGen Research
© Creuna http://bit.ly/1sgwu7e
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Business buyers are people, not faceless companies.
Forrester Research © Creuna
http://blogs.forrester.com/laura_ramos/08-10-24-will_b2b_marketing_become_obsolete_part_ii
Choose among many Layouts Right-click on slide and select Layout
Where does the buying take place?
© Creuna
Multiple touchpoints
Omni-channel
Online sales
Online loyalty
Personal interaction
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
The business-from-business buyer is already much more multichannel than the business-to-business sellers are.
Forrester Research
© Creuna http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu accounts for
3-5% of B2B eCommerce sales 7-10% of B2B eCommerce traffic
Forrester Research
© Creuna
http://www.forrester.com/The+New+And+Emerging+World+Of+B2B+Commerce/fulltext/-/E-RES90701?al=0
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Several important touchpoints
Forrester Research
http://www.forrester.com/How+B2B+Marketers+Use+Social+Now/fulltext/-/E-RES94263
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
40% of corporate buyers spend at least half of their procurement budget online.
© Creuna http://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b
59% of those who buy online make purchases of $5,000 or more.
Acquity Group
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Online-only and omnichannel customers…
• Are more likely to make repeat purchases
• Have higher average order value
• Are more likely to add items to orders and order in bulk
© Creuna http://www.hybris.com/en/news-events/press-releases/131030-b2b-market
Forrester Consulting
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu Even in the digital era, personal interactions with sales reps remain the most influential factor for B2B customers.
McKinsey Quarterly
© Creuna ttp://www.mckinsey.com/insights/marketing_sales/how_b2b_companies_talk_past_their_customers
Choose among many Layouts Right-click on slide and select Layout
What influences the modern buyer?
© Creuna
Content Relationships
Price and convenience
Transparency
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
99% of buyers place high emphasis on the
trustworthiness of the content they view, but only 9% trust
content from vendors DemandGen Research & CMO Council
© Creuna http://bit.ly/1kxDB5P & http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
87% of all customers say online content have high or moderate influence on their vendor selection.
CMO Council
© Creuna http://www.cmo.com/articles/2013/6/3/b2b_buyers_don_t_tru.html
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna http://www.gartner.com/newsroom/id/2587415
81% value interaction with technical experts
38% value interaction with sales reps.
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
85% would discard their loyal supplier for a vendor with a lower price.
© Creuna http://www.acquitygroup.com/news-and-ideas/thought-leadership/article/detail/stateofb2b
71% would discard their supplier for a vendor with a more convenient buying process. Acquity Group
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
Demand is growing rapidly for web-based self-service eCommerce capabilities that allow customers to research, make, and service their purchases from any device.
Forrester Consulting
© Creuna http://www.hybris.com/en/news-events/press-releases/131030-b2b-market
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images and you can repeat the agenda throughout
the presentation and highlight the coming section
Insert image in background 1. Click on lower Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
© Creuna
empowered to the bone +digitally engaged
+a collaborative jedi +demands content and expertise
+but still human after all
Your New Customer
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images and you can repeat the agenda throughout
the presentation and highlight the coming section
Insert image in background 1. Click on lower Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
Agenda
© Creuna
Four major trends Cases
The modern B2B buyer
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
New times, new measures
The sales perspective:
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
>
>
The Customer Journey
© Creuna
discover
Find
compare
Like Love
search
decision
investigate
use
share
Trust advocate
get support
Purchase/ Desired action
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
>
>
© Creuna
discover
FIND
compare
Like Love
search
decision
investigate
use
share
Trust advocate
get support
Purchase/ Desired action
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
© Creuna
A VELUX Customer Journey
Use Increase Indent button to get predefined level and font
Level 1 = Introtext Level 2 = Subtext
Level 3 = Bodytext
VELUX iPad application – a mobile tool belt for VELUX installers. Challenge Support craftsmen in the sales process and help them service customers digitally.
Solution The VELUX Installer app for iPad contains everything a craftsman could ask for: Information, features and intelligent calculations. Through videos and pictures, customers can see what lighting difference the roofing windows will make in their rooms. In addition, the app contains a digital version of all VELUX’s brochures and product information.
Results A higher degree of quality in the craftsmanship and service level creates increased customer loyalty.
The goal of the app is to inspire end users by visualising VELUX unique selling points
Uses augmented reality to visualise how VELUX windows would change the light in the user own home
Find nearst dealer, see pictures and videos
Experience App
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
© Creuna
Maersk Line and the Baltic Sea
http://jonathanwichmann.com/2013/10/07/how-to-generate-leads-in-b2b-social-media/
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
A Layered Approach to B2B Social Media Marketing
© Creuna http://jonathanwichmann.com/2013/10/07/how-to-generate-leads-in-b2b-social-media/
Hot lead
Social Media Article Download
brochure
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
© Creuna
Strategy Attract visitors to web site Nurture leads with relevant content Generate warm leads
Fisher Tank Company Inbound Marketing Strategy
http://www.weidert.com/whole_brain_marketing_blog/bid/118737/inbound-marketing-for-specialty-manufacturers-a-case-study
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
© Creuna
Success Highlights
12 weeks after launching inbound marketing
Overall web traffic 119% increase
Organic (unpaid) search traffic 70% increase
Traffic from social media 4,800% increase
Lead conversions 3,900% increase
Page 1 keyword rankings 600% increase
Quote requests 500% increase
Value of new qualified opportunities in the pipeline as result of the inbound efforts
$3.4 million
http://www.weidert.com/whole_brain_marketing_blog/bid/118737/inbound-marketing-for-specialty-manufacturers-a-case-study
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna https://econsultancy.com/blog/63137-three-inspiring-b2b-marketing-case-studies
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna https://econsultancy.com/blog/63137-three-inspiring-b2b-marketing-case-studies
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
>
>
© Creuna
discover
Find
compare
Like Love
search
decision
investigate
use
share
Trust advocate
get support
Purchase/ Desired action
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
Choose among many Layouts Right-click on slide and select Layout
To add pre-formatted bullet text please use the
Increase/Decrease Indent buttons found in the
Top-PowerPoint menu
© Creuna
>
> discover
Find
compare
LIKE LOVE
search
decision
investigate
use
share
Trust advocate
get support
Purchase/ Desired action
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
The Loyalty Constant
“For Maersk Line a 4 point improvement in NPS resulted in 1% increase in cargo volume shipped by customers.”
http://www.beyondphilosophy.com/wp-content/uploads/default/files/users/Maersk%20Line%20Case%20Study%20-%2040%20improvement%20in%20Net%20Promoter%20v%201.pdf
Choose among many Layouts Right-click on slide and select Layout
Insert client logo 1. Select placeholder 2. Choose Insert from top menu 3. Choose Picture from file 4. Select client logo 5. Click OK
To view drawing guides 1. Right click on slide and select
’Grid and Guides...’ 2. Check ’Display drawing
guides on screen’ 3. Select OK
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality) VestasOnline
Digital services as loyalty enabler
© Creuna
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images 1. Click on Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
We have the turbines We have the clients We have the real-time (big) data We have the internal tools and calculations We don’t have the customer-facing services
VestasOnline
© Creuna
VestasOnline: The Vision
VestasOnline is an app store created by Vestas. The apps are created by Vestas’ domain experts to allow customers to efficiently retrieve, visualize and analyze information about their assets anytime, anywhere to maximize ROI.
VestasOnline: The Product
© Creuna
In some cases you may want background images 1. Click on Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
Click Increase Indent button to get predefined ‘quote-name’ font
© Creuna
a two-digit million investment +break-even in eight months
+loyalty enabler
Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Takeaways
© Creuna
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images and you can repeat the agenda throughout
the presentation and highlight the coming section
Insert image in background 1. Click on lower Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
© Creuna
Four major trends Cases
The modern B2B buyer
Empowered Digital Collaborative Demanding Human
Speed of change Connectivitity Big data Transparency
Find Like Love
Choose among many Layouts Right-click on slide and select Layout
In some cases you may want background images and you can repeat the agenda throughout
the presentation and highlight the coming section
Insert image in background 1. Click on lower Picture icon
2. Find image, select OK Size of image=1500x844 px
(2000x1126 px for even better quality)
© Creuna
embrace omni-channel +be relevant and accessible
+collaborate closer +engage throughout the ecosystem
Recommendations
Choose among many Layouts Right-click on slide and select Layout
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
tak :) Kristoffer Okkels, Digital Business Consultant Lars Elkjær Andersen, Director, Clients & Sales, Aarhus
[email protected] [email protected]
+45 22 49 83 39
© Creuna
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
+45 22 49 83 44
