The View from 10,000 Feet: B2B Marketing in a Social and Mobile World

The View from 10,000 Feet:B2B Marketing in a Social and Mobile World

Tricia GellmanDirector, Product Marketing

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A B2B Marketing Discussion

Ray Wang

Todd Forsythe

© 2010 Constellation Research, Inc. All rights reserved. Client Confidential – Under NDA

About Constellation Research

5

Next generation research firm advocating for buyers Brings real world experience, independence, and objectivity to

clients Addresses cross-role, cross-functional, and cross – industry

points of view Bridges legacy optimization with future innovation Focuses on social, mobile, cloud, analytics, unified

communications, Gov 2.0, internet of things, and legacy optimization

www.ConstellationRG.com @ConstellationRG


Customers have moved, companies fallen behind Macro trends move business beyond social Reengagement begins with trust and social SCRM and B2B Next Steps

Agenda

6


Customers Have Moved, Companies Fallen Behind


Decline in an individual’s trust

of companies

Failure of CRM efforts to engage

and influence

Increase in social media

adoption

8

Three forces drive the changing dynamics in customer engagement


Trust moves beyond financial performance. Trust is the new social currency.

Source: 2010 Edelman Trust Barometer

9

© 2010 Constellation Research, Inc. All rights reserved. Client Confidential – Under NDA 10

83% of companies using LinkedIn as a primary tool

to find employees

Wikipedia has over 15 million articles…some studies show it’s more accurate

than Encyclopedia Britannica.

25% of search results for the World’s Top 20 largest brands are links to user-generated content

Years to Reach 50 millions Users: Radio (38 Years), TV

(13 Years), Internet (4 Years), iPod (3 Years)

Facebook added 100 million users in

less than 9 months

iPhone applications hit 1 billion in 9 months.

.

There are over

250,000,000 Blogs

Social adoption moves past all tipping points


Traditional CRM failed to engage customers and win over trust

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CRM initiatives focused more on management of customers and less on relationships

Processes and systems failed to mine the rich interaction history

Solutions addressed the managers requirements but not the front line workers

Business analytics lacked actionable insight

Customers moved on and took matters into their own hands


Beyond Social Business


91% consider customer service

important in deciding to do

business

48% report always or often using an online posting or blog to get other’s opinions about a company’s

customer service reputation

21% believe companies take their business for granted

59% will readily speak poorly about a

bad customer experience

.

70% of consumers expect an

apology for bad service

13

Customers have taken matters into their own hands

Source: American Express Global Customer Service Barometer April 13th – April 20th, 2010


Five macro pillars for the decade

Mobile Social Cloud

Analyticsand

GameTheory

Video and Unified Comms

Design Thinking Inspired User Experience


P2P Traits Today’s Business P2P BusinessesRelationships w/

stakeholdersAutocratic Partner models

Communication style One-way, dictatorial Engaging, influencing,

Analytics Nascent and unreliable due to poor data quality

High fidelity for use in crafting customer experiences

Customer experience Experimental and inconsistent

Personalized and tailored based on patterns and interaction histories

Location Based Services

Spotty in collection Rich in providing layers of information

Mobility Modest adoption Primary interface

Collaboration Nice to have Required for success

Organizations will move beyond social to P2P to create tailored customer experiences


Translating data to deliver information and insight16


B2B Call Out


Monitoring

Mapping

Management

Middleware

Measurement

Start B2B marketing with the 5Ms

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Provide listening capabilities to filter out noise from the social sphere. Encapsulate both metrics and measurement. Extract insights making measurement more effective.

Brand monitoring software that monitors and scrapes the social web, has team-based workflows and connects to existing CRM databases.

Use tightly scoped keywords to define the search parameters. Yet don't go too tight or you miss key opportunities – going too wide results in too much noise.

Monitoring

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Mapping solutions identify relationships. Due to lack of single identity, companies must link social profiles to customer records to provide a holistic experience.

First, find existing public profiles to match, like LinkedIn and Google profiles. Additional database fields must be created that match customer records to social profiles.

The trick is to get them to map their profiles for you. Entice them with rewards, better service, and special deals in an opt-in manner.

Mapping

20


Without a purpose, social data is unactionable. Business rules and processes are needed to triage the right information to the right teams in real-time.

Tie back the social world and channels to existing innovation, marketing, sales, support and service processes. Triage profiles to create prioritization frameworks.

Companies must develop a crises plan for worst possible scenarios and conduct internal fire drills. Expect the worst to happen on Friday afternoons.

Management

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Middleware technologies glue the social world to the enterprise. Data must seamlessly flow between systems, and advanced dashboards that provide intelligence.

Apply technologies such as complex event processing, business process management, business rules, workflows, data integration, and process orchestration among disparate systems.

Develop business rules based on your unique processes. Include workflows, complex event processing, and enablement technologies to respond.

Middleware

22


What you can’t measure you can’t improve, therefore organizations must be able to benchmark what’s been done.

Advanced dashboards that provide intelligence. Measure based on business objective like improved satisfaction, spread of message.

Rely on data to provide benchmarks, trending, prediction, and sentiment. Bring the insight into actionable state.

Measurement

23


Marketing Sales Service & Support Innovation Collaboration

CustomerExperience

2. Social Marketing

Insights

3. Rapid Social Marketing Response

4. Social Campaign Tracking

1. Social Customer Insights: The 5M’s

5. Social Event Management

6. Social Sales Insights

7. Rapid Social Sales Response

8. Proactive Social Lead Generation

9. Social Support Insights

10. Rapid Social Response

11. Peer-to-Peer Unpaid

Armies

12. Innovations Insights

13.Crowdsourced

R&D

14. Collaboration

Insights

15. Enterprise Collaboration

17. Seamless Customer

Experience

18. VIP Experience

16. ExtendedCollaboration

© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States

The 18 Use Cases of Social CRM

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How B2B works a bit differently

25

Start With 5M’s and Build Off Of Support F1: Monitor to see if your targets are using social tools S2 – S3: Start w/ support for both PR and C-Sat drivers I1 – I2: Leverage support communities for innovation C1 – C3: Leverage support communities for collaboration


Next Steps


Bottom line – efforts must increase business value while reducing technology costs

27

Cost of Technology Delivery

Bu

sin

ess

Imp

act

> 5% 2.5- 5% 0 -2.5% <1%

Dept.

Enterprise

Value Chain

Percentage of Revenue

Com

plex

ity o

f R

equi

rem

ents


Questions And Answers


Thank you

R “Ray” Wang

+1. 650.918.6619

[email protected]

Twitter: @rwang0

http://

blog.softwareinsider.org

www.ConstellationRG.com

BtB 2.0

Todd F. ForsytheVP Global Campaigns


Consumerization of Business


Consumerization of Business

Social

Mobile

CloudBased

IS IN THE CLOUD


EvangelismCustomer Experience

Connected CommunitiesTurn Consumers into Producers

Two Areas To Explore…


Customers are People – Even in B2B


What Does It Mean for Business?

Creates Evangelism

Creates Commitment

Creates Satisfaction

Meets Unrecognized Needs

Meets Desires

Meets Expectations

Source: Peak by Chip Conley, CEO of Joie de Vivre Hotels


One Job?

Chief Marketing Officer

“How Do I Build A Brand That People Want to Talk About?”

VP, Customer Service

“How Do I Delight Customers So We

Maintain a Healthy Brand?


Search

58M+ users

It’s Never Been Easier To Share Your Experiences…

Search

150M+ users

36M+ users Several Hundred Millionqueries each day


Consumers Now Control Your Brand


• Comcast Service Engineer falls asleep on the job

• Angry customer films it and posts to YouTube

• Clip receives over 1.3million views!

• Other dissatisfied customers add negative comments

Customers Are Shaping Your Brand


From “Rant to Rave” in 24 Hours

• CBA rant posted on Twitter

• Bank replies within two hours

• Problem resolved by 3pm the next day

• Story features on news websites and major newspapers


Companies Invested Here:Contact Center

Customer Service Is A World Away From The Conversations

Contact Centers

But Their Customers are Here:

Discussion Groups Partner Websites

Social Communities


How do I fix this product? Search

Today’s Customers Look to the Cloud for Experts


1980’s:

Call CenterToday:

The Cloud1990’s: Contact Center

EmailChatPhone

More Channels More ConnectedMore Experts

“By 2012, 65% of support conversations will happen in the cloud.”

Is Your Customer Experience Evolving?


Is Your Marketing Evolving?Is Your Marketing Evolving?


Mary Meeker Report


Grow Your Own Community

10,335 ideas230,233 votes

23,501 comments400 ideas delivered


Unleash Your Own Evangelists

Events

Social Networks


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The View from 10,000 Feet: B2B Marketing in a Social and Mobile World

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