Remaining Relevant to the Connected Business Buyer for Adtech
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Artesian Solutions MARKETING AND THE HIGH TOUCH CUSTOMER Remaining relevant to a new type of business buyer Dale Roberts
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We explore the changing buyer; polarising between transactional and high touch revenue and relationships. What does this mean to the marketer who must relate at scale to transactional opportunities and with depth and meaning to the business buyer
Transcript of Remaining Relevant to the Connected Business Buyer for Adtech
Artesian Solutions
MARKETING AND THE HIGH TOUCH CUSTOMERRemaining relevant to a new type of business buyer
Dale Roberts
Historically we have always overestimated the value of access to information and
underestimated the value of access to each other
― Clay Shirky, Here Comes Everybody“
Customers Value Types
Transaction High Touch
Customers want little interaction
Customers want advice
and guidance
Customer Value Types
Transaction High Touch
Customers want little interaction
Customers want advice
and guidance
Marketing Led
Advertising, Campaigns,
Creative, Digital, Direct
Technology Rich
SalesLedSales
Content, References, Expertise
Technology
SparseScale Engageme
nt
Aanya Ali
This slide looks much better and is more impactful. I think it would be worth using some colour to describe the journey or highlight the steps.
In a consultative sale, you are creating the product as you sell … How do you market for a product that is being designed as it is sold?― Anil Menon, Global SVP Marketing for IBM“
High Touch Customers• Knotty, nuanced or nascent• Prolonged recognition of needs• Education throughout• Many (very different) potential
solutions• Highly Competitive • Trust, longer, deeper relationship• Driven by the Connected Business
Buyer
Business Buyers are Informed
For every 1 piece of content sales or marketing place in
their handsThey will find 3 more for
themselvesSource: Forrester
Business Buyers are Connected
Buyers in every industry, B2B, B2C research an
average of 10.4 sources before purchase
Source: Brian Solis
Aanya Ali
We need to rethink the heading
Aanya Ali
Instead of connected - involved?
Business Buyers are Social
75% of B2B Buyers use social media to make purchasing decision
Source: IDC Social Buying Meets Social Selling, 2014
The Marketing Challengeg Challenge
High Value Customers
Highly Personalised
Greater Value
Expected Pre-Sale
Needs 1 to 1
Relationship
Requires Sales andMarketing Collaborat
e
CustomersWant to
Be(and feel)Listened
To
Content Marketing
• Helps Customers Find You• Establishes Reputation• Scales• Social Act of Generosity
InwardOutward• Ebook download• Infographic view• Video watch• Landing Page visit• Retweets
• Aspirations• Challenges• Opportunities• Growth• Contraction
But Listening is harder than it Looks (Sounds)
Places to Listen
The problem is not information overload,
it is filter failure― Clay Shirky “
Signal Versus Noise
Special Offers
Store Locators
Opening Times
Support Details
Deals and Discounts
Incidental References
Example of an Outward Signal
New CFO
Management Reporting
73%
Planning, Budgeting, Analysis
79%
Audit, Compliance
53%
IT Systems 34%
Tax,Risk32%
Source: The CFO’s First 100 Days: A McKinsey Global Survey
Signals
Business Growth
Management
Change
New
Product
BrandingChange
Community
Impact
FinancialChallenge
Takeaway Board
Customers increasingly bifurcating between transactional and high touchTechnology is helping transactional to scale and high touch to engageCombining Inward and Outward Perspectives on Customers is PowerfulMarketing evolving solutions for deeper engagementSales required to take on a marketing mindsetOne final takeaway of profound wisdom …
No one likes a nasty pants
Thank You
Dale RobertsW: artesiansolutions.comE: [email protected]: @decisionhackerL: http://uk.linkedin.com/in/dalesroberts/
