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

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

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: dale.roberts@artesiansolutions.comT: @decisionhackerL: http://uk.linkedin.com/in/dalesroberts/