© 2014 IBM Corporation
From Mass Marketing to 'Systems of Engagement'(with special Focus on B2B)
Stefan Pfeiffer – Marketing Social Business Europe
May 2014
Document number
© 2014 IBM Corporation
OR: 10 Ingredients for a Successful
'System of Engagement' in Marketing
© 2014 IBM Corporation
Buyer dynamic changes the role of B2B Marketing
„Although it varies greatly with product complexity and market maturity, today’s buyers might be anywhere from two-thirds to 90%
of the way through their journey before they reach out to the vendor. For many product categories, buyers now put off talking with
salespeople until they are ready for price quotes. “
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey/
© 2014 IBM Corporation
The Disappearing Sales Process
„According to the study, customers reported to being nearly 60 percent through the sales process before engaging a sales
rep, regardless of price point. More accurately, 57 percent of the sales process just disappeared.“
Source: http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/
© 2014 IBM Corporation
© 2014 IBM Corporation
Todays Marketing is no (longer) the Megaphone Approach
© 2014 IBM Corporation
The Death of Mass Marketing ....
Marketiers are used ... to send Direct Mail to send E-Mail to let prospects
being called by TeleAgents
and meanwhile to spread Marketing SPAM through Social Media
7
© 2014 IBM Corporation
The Time of (Marketing) SPAM should be over ...
8
© 2014 IBM Corporation
The Time of (Marketing) SPAM should be over ...
… and this includes SPAM on Social Channels
© 2014 IBM Corporation
... in the Age of 'OptOu't and 'Unsubscribe'
Customers are bored by non personalized, non-valuable Marketing Messages and SPAM
Customers tend to opt out of mailing lists and newsletters because of no value
Data Privacy Regulations get more and more rigid - from Email to Calling
© 2014 IBM Corporation
From Mass Marketing to 'Systems of Engagement' ...
http://blogs.forrester.com/ted_schadler/12-02-14-a_billion_smartphones_require_new_systems_of_engagement
Defined by Geoffrey MooreIllustrated by Forrester Research
© 2014 IBM Corporation
… or from 'Inbound' to 'Outbound' Marketing
Full Infographic under http://mashable.com/2011/10/30/inbound-outbound-marketing/
© 2014 IBM Corporation
A B2B Buyer's Journey ...
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey#
© 2014 IBM Corporation
Which Information Sources do B2B Buyers use when?
Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
© 2014 IBM Corporation
Which Information Sources are most influential for B2B Buyers?
Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
© 2014 IBM Corporation
16
Offline interactions Web site activity
Web ads
Mass media data
Call center
Social
The Customer in the Centre ... ... and provide Value to him
© 2014 IBM Corporation
17
'Systems of engagement': Focus on the Individual,
© 2014 IBM Corporation
10 Ingredients for a Successful
'System of Engagement' in Marketing
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
© 2014 IBM Corporation
Integrate „Owned“, „Paid“, „Earned“ and „Social“
Row 1 Row 2 Row 3 Row 40
2
4
6
8
10
12
Column 1
Column 2
Column 3
http://www.previewnetworks.com/blog/earned-social-media-strategy-difference/
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
© 2014 IBM Corporation
@TechieDaveJ
Continous Improvement of Your Web Site - Tracking customer activity to learn what they want most
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
© 2014 IBM Corporation
Content Consumption by Role
What do technology buyers look for in content?
WHITE PAPERS—Respondents are most disappointed by too much focus on vendor or product information. ...
CASE STUDIES—In general, buyers overwhelmingly prefer traditional written case studies to those presented as audio, video, one-page summaries, ...
VIDEO—Buyers most want video that features a relevant topic, followed by a high production value. Humor is also highly rated. That suggests buyers want to be entertained as well as informed.
“Customer Engagement: The Role of Content in the IT Purchase Process,” IDG Enterprise, September 2013.
Eccolo Media 2014 B2B Technology Content Survey Report
© 2014 IBM Corporation
Asets ranked Very or Extremely Influential
Eccolo Media 2014 B2B Technology Content Survey Report
© 2014 IBM Corporation
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IBM sponsorship branding and
SMAC categories
Introduction of the
Experts
Question of the
week
Videos
Newest theme articles
IBM_Experts
Twitter feed
Ask the experts:
User questions & Expert answers
Downloads
Meet the IBM
Experts Mobile
readers articles/posts
Example: IBM [email protected]
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories
© 2014 IBM Corporation
The Making of „Made with IBM“
https://www.youtube.com/watch?v=XOcOQS1jH2E
Neue Kampagne #MadeWithIBM – Von TV Spots, Story Telling und viralem Marketing (German language)
© 2014 IBM Corporation
Story Telling: Made with IBM
#MadeWithIBM
The Video
The website:ibm.com/MadewithSocial
© 2014 IBM Corporation
How to write a #MadeWithIBM Story ...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories
(5) Make the Customer Experience as Personal as possible and understand your Customer
© 2014 IBM Corporation
„IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.This expands IBM’s capabilities to scale
personalized customer engagement beyond Unica—certainly in email, but across all digital channels.“
http://www.altimetergroup.com/2014/04/battle-of-the-marketing-clouds.html
Add Behavioral Marketing and Personalization Abilities to Enterprise Marketing Management
© 2014 IBM Corporation
„While IBM has an army of assets in play for marketing, the reality is that you need mass personalization at scale to deliver on relevancy and context. Silverpop brings this and their ability to effectively keep identities in context regardless of how that individual is engaging
inside a brand and potentially with other brands. The benefit of Silverpop is that it's not limited to just B2B or B2C. It's been effective for customers across all types of companies.”
Ray Wang, Constellation Research on CMSWire
„You need Mass Personalization at scale to deliver on Relevancy and Context“
© 2014 IBM Corporation
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories
(5) Make the Customer Experience as Personal as possible and understand your Customer
(6) Understand your Social Business Network
© 2014 IBM Corporation
„The Social Business Network“
http://www.forbes.com/sites/joelyork/2013/04/10/the-social-business-network/
© 2014 IBM Corporation
… but in Reality it often looks like this
© 2014 IBM Corporation
'Social Listening' – Get aware, what is happening in your segment'Social Analytics' – Identify the Influencers and the Places to go
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories
(5) Make the Customer Experience as Personal as possible and understand your Customer
(6) Understand your Social Business Network
(7) Identify who is influencing your customers
© 2014 IBM Corporation
On the Importance of Influencers and Influencer Marketing
Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
© 2014 IBM Corporation
On the Importance of Influencers and Influencer Marketing
Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories
(5) Make the Customer Experience as Personal as possible and understand your Customer
(6) Understand your Social Business Network
(7) Identify who is influencing your customers
(8) Understand the Power (and the Risk) of Recommendations
© 2014 IBM Corporation
Those not Recommended Today, will not be Bought Tomorrow – and will be Dead the Day after
© 2014 IBM Corporation
Gartner Says By 2014, 10-15 Percent of Social Media Reviews to Be Fake, Paid for By Companies
„With over half of the Internet's population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more
positive reviews than their competitors and solicit ‘likes’ on their Facebook pages,” said Jenny Sussin, senior research analyst at Gartner. “Many marketers have turned to paying
for positive reviews with cash, coupons and promotions including additional hits on YouTube videos in order to pique site visitors' interests in the hope of increasing sales,
customer loyalty and customer advocacy through social media ‘word of mouth’ campaigns.”
http://www.gartner.com/newsroom/id/2161315
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories
(5) Make the Customer Experience as Personal as possible and understand your Customer
(6) Understand your Social Business Network
(7) Identify who is influencing your customers
(8) Understand the Power (and the Risk) of Recommendations
(9) Activate your Customers
© 2014 IBM Corporation
What would your Customers do for you?
Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
© 2014 IBM Corporation
What are Customers doing even if you don't know …
Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
© 2014 IBM Corporation
What are Customers doing even if you don't know …
Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
© 2014 IBM Corporation
„Your Customers are an Extension of Your Organization“
„Your users and customers are now, more than ever, your boss. They’re an extension of your organization. They’re your:
* Evangelists through word of mouth recommendations
* Sales people through referral networks
* Marketing arm through ratings and reviews
* Customer support through forums and user groups“
Source: http://bloomthink.com/2014/04/30/the-top-4-key-concepts-driving-digital-transformation/
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories
(5) Make the Customer Experience as Personal as possible and understand your Customer
(6) Understand your Social Business Network
(7) Identify who is influencing your customers
(8) Understand the Power (and the Risk) of Recommendations
(9) Activate your Customers
(10) Social Everyone – Activate your workforce
© 2014 IBM Corporation
Everyone Social - Activate and motivate your Employees to be your Ambassadors
Sales People in Business Networks
Advocates in Blogs
HR on Recruiting Sites
Technical Experts in Blogs, Forums and User Groups
Customer Support IN Social Channels
Marketing orchestrating Social Channels
Product Development in User Groups...
© 2014 IBM Corporation
„Don’t expect every employee to jump on the advocacy bandwagon“
© 2013 IBM Corporation
10 Ingredients for a Successful'System of Engagement' in Marketing
(1) Integrate Owned, Paid, Earned and Social
(2) Make Your Web Site THE Center of Content, Interaction and Engagement
(3) Content is King – Deliver the content the customer wants
(4) Tell interesting Real Life Stories
(5) Make the Customer Experience as Personal as possible and understand your Customer
(6) Understand your Social Business Network
(7) Identify who is influencing your customers
(8) Understand the Power (and the Risk) of Recommendations
(9) Activate your Customers
(10) Social Everyone – Activate your workforce
© 2014 IBM Corporation
Understand what the Customers really want!
„All customer experiences must be positive
* Sales engagements should not be one-off engagements
* Long-term relationships must be built and maintained
* Sales enablement is critical
* The relationship does not stop once the installation is complete or the warranty expires
*Customers want to hear about how others have addressed similar challenges successfully“
Source: Text100 - Influence Index: Paving The Path To Advocacy - Global Insight Into The B2B decision-Maker Journey
© 2014 IBM Corporation
Stefan PfeifferMarketing Lead Social Business Europe
IBM Deutschland GmbH Wilhelm Fay Str. 30-3465936 Frankfurt
Tel [email protected]: DigitalNaivBlog: http://digitalnaiv.com
Vielen Dank! Thank you! Merci beaucoup!
© 2014 IBM Corporation
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