#1NLab14: Reimagine Marketing

Reimagine Marketing

Challenging What We Know About B2B

John Simpson @johnlsimpson3

WHY REIMAGINE MARKETING?

The ‘world’ has changed more in the last two years than in the past 50.

76%

Source: Adobe Summit 2014

My role will change significantly in the next three years.

81%


I need to take more risks.

54%


I want to reinvent myself.

40% …but I don’t know how to do it.

86% Source: Adobe Summit 2014

WHAT DOES REIMAGINE MEAN?

•  Large image slide with logo.

ASSUMPTION B2B Audiences Make ‘Rational’

Decisions

REIMAGINED B2B Brands Embrace

Person-to-Person

https://www.youtube.com/watch?v=I9IbTd-I5JU

Will We Ever Find LOVE?

Source: APCO Insight, www.apcoinsight.com

8 Factors for LOVE

“Our research shows that emotional attachment, not cognitive differentiation of product attributes, is the most reliable predictor of brand choice and loyalty."


Emotional Linking


Personal Values Matter in B2B

Source: “Forget What You Know – B2B Emotions DO Influence B2B Buying”, Sebastian Vedsted Jesperson

B2B buyers see business value in solutions, but not differentiation among options.

Therefore, personal value matters for both decision and price.

A Challenge for B2B

“...most perceptions of B2B brands are truly based on people’s

experiences of them, not the messages they see. In the coming

year, B2B brands have a huge opportunity to take on a new role - enabling people to experiment with

their future.”

Karl Heiselman, Apple

ASSUMPTION B2B Decisions Are Based on Price and Product Attributes

REIMAGINED B2B Aligns With A Greater Purpose

Differentiating Based on Purpose

“Advertising is about frequency and reach. Well, we have 35 million people coming into stores every week….So if you monetized, if you put into traditional

advertising terms, all of those are exposures or impressions.”

“It’s very large numbers and we’ve decided to harness the energy of the marketing team in collaboration with IT, Store Operations and Digital.”

Forbes Interview with CMO, Rob Price

Reimagining the Drug Store •  CVS Health is a pharmacy

innovation company that is reinventing pharmacy

•  Bound by the common purpose of helping people on their path to better health and shaping the future of health care

Reimagining the Drug Store

B2C: Dove Finds a Purpose “And it recognized there is no stronger way to build an intimate

connection with a woman than to see into her real self, know her secret thoughts, show that you understand, and tell her that you love

her anyway.”

B2B: Cutting through Complexity KPMG cuts to the core of the challenges facing its clients, and makes

solving those challenges personal. Notice the language they use.

https://www.youtube.com/watch?v=60fK33Lez8Q

ASSUMPTION Social is a Marketing

Channel

REIMAGINED Social Becomes Catalyst

for Marketing & Innovation

Marketing as a Social Innovation A partnership between GE and cinelan, FOCUS FORWARD commissioned 30 three-minute films from an impressive roster of award-winning international

filmmakers. The creative brief was simple: tell a story about an innovator or a world-changing idea, and do it in about 180 seconds.

http://www.focusforwardfilms.com/films/30/solar-roadways

Even Geeks Can Be Social: IBM

Creating the Future Collaboratively IBM has found a way to weave itself into our society’s growth and management. •  Flexible and always

relevant •  Align vision & employees •  Creating the future, not

reacting to it •  Partnered with business

and civic leaders •  Quite simply: “make the

planet smarter”

Marketing as a Social Innovation

Time after time, entrepreneurs have shown that its not necessarily about

being the only one with an earth shattering idea. Businesses that are close to their markets maximize their

opportunities for success.

How Did You Get Here?

More important than your brilliant idea can be your relationship with your customer.

Social is Enabling Marketing to Backwards Integrate

New models bring clients into the value creation exercises, namely service and product development.

Co-Creation Explosion Rather than “market its latest features”, SAP includes its customers in the product

development process through its Idea Place.

Co-Creation Explosion

Why it works •  Transparency about

the process •  Focused on the right

topics •  Emotionally-linked

contributors

Co-Creation Explosion Leveraging their brand and marketing prowess, P&G’s connect + develop program

looks to partner with businesses and individuals across their operation, not just product development.

ASSUMPTION Build a Great ‘Product’,

the Rest Will Come

REIMAGINED Not Just a ‘Product’, but

an Experience

Every Fall, Planning Begins In the “TV industrial complex,” companies can command attention of anyone they

choose, whenever they want. Traditional marketing approaches were built on it.

Customer First, Prospect Second

•  Ask “How can we better serve and support the customers we have?”

•  Customer-first, prospect-second mindset

Forbes, Peter Shankman

(Access to Data) + (Empowered Consumer) = Game Changed

Is the “Product” a Piano?

Steinway understands

‘why’ its clients buy, and

recognize that it’s closely tied to experience.

Beating Apple at its Own Game

Secret Sauce •  Measure everything,

quantitatively and qualitatively •  Recognize that the beginning

and end of services is the most critical to experience

•  Plan the entire experience •  Engage employees in the

culture

Source: http://www.heartofthecustomer.com/tekserve-a-b2b-blueprint/

“Technicians are also trained to understand that facts don’t matter – a difficult message for a technician to internalize! They train them to begin by acknowledging the problem and aligning themselves with the customer before they begin troubleshooting. While this does not always come naturally, technicians find that doing this

sets expectations more effectively, and reduces the blame shifting that can occur in these situations.”

Customer Experience Online/Offline

Accenture defines ‘customer experience’ as how business

customers and their skakeholders perceive the entirety of interactions they

have with a supplier company across all marketing, sales and

services touchpoints

The Market Rewards Customer Experience

Focusing on Experience, Clients

ASSUMPTION The Best Relationship Developers are Born,

Not Made

REIMAGINED Information, Not Just

Instinct, Builds Relationships

Hollywood Is There; Are We?

Slamtracker!

“Some companies are looking to the leadership of an emerging c-level role here, such as the chief experience officer (CXO). Gartner reports that 19 percent of business

leaders expect to see a chief digital officer by 2014 and 17 percent expect to see a chief data

officer.”

- Accenture

A New Skill Set

PRODUCT Not just a product, but an experience

PLACE Social Becomes Catalyst for

Marketing & Innovation Information, Not Just Instinct,

Builds Relationships

PROMOTION B2B Brands Embrace

Person-to-Person B2B Aligns with

a Greater Purpose

PRICE

Customer Intimacy

#1NLab14: Reimagine Marketing

Marketing

Transcript of #1NLab14: Reimagine Marketing