B2C and B2B Vision

MARKETING DIGITAL B2C and B2B Vision

10th December 2015

Copyright © 2015 Accenture All rights reserved

AGENDA

Relevancy of Digital Marketing

How to enable Digital Marketing

Looking forward

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Digital to Increase business or be more efficient? A non-trivial matter of mind-set …

3 Source: CEO Briefing 2015 – From productivity to outcomes, Accenture and The Economist Intelligence Unit

Copyright © 2015 Accenture All rights reserved 4

Interacting in Digital channels is necessary to be relevant in business… B2C and B2B


§  51% rely much more on other people's experiences/reviews to inform decisions

§  69% agree making much better-informed decisions about providers

§  66% say the number of companies into ‘consideration’ increased significantly

§  59% are more likely to switch from one provider to another

Compared to 10 years ago… Today…

§  88% use at least one online channel when prospecting, vs. 78% five years ago

§  65% say speed and convenience drive digital adoption across their lifecycle

§  41% want more digital interactions than proposed by providers

§  73% find it normal to be able to retract from a purchase after a defined period

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Expectations of consumers and buyers has changed and Digital is a key part of equation

Source: Accenture Research, 2014


** New question included in 2014 * New industries included in 2014

Base size: Respondents who made a purchase / subscribed to a service in at least one of the mentioned industries, within the past six months

Global Hotels and Lodging

Wireless Services Providers

Retail Banking / Financial Services Providers

* Gas & Electricity

Utility

Consumer Electronics Manufac-

turers

* P&C Insurance * Health-care

Consumer Goods

Retailers

Corporate websites of providers 29% 28% 28% 36% 33% 29% 29% 27% 21%

Online information from Social Media sites 19% 17% 23% 25% 19% 19% 17% 18% 14%

Online information from expert review sites, product/service comparison sites 28% 28% 29% 33% 29% 28% 27% 26% 21%

Online ads such as banners, pop-ups, or linked to search queries 12% 9% 14% 17% 13% 10% 12% 11% 8%

Advertising on TV, radio or in newspapers/magazines 17% 12% 20% 23% 18% 14% 19% 16% 14%

Direct mailings or telemarketing 8% 6% 8% 12% 11% 5% 9% 8% 7%

In-store/in-branch information / Professional (e.g., doctor, nurse, health insurer) referral 23% 14% 26% 30% 21% 23% 23% 22% 19%

Word of mouth 25% 23% 27% 30% 23% 23% 26% 27% 20%

Online reviews and comments from other consumers on sites 26% 29% 23% 31% 27% 27% 26% 22% 19%

I did not look for additional information 13% 14% 10% 9% 13% 10% 15% 15% 22%

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When it comes to evaluating products and services, digital channels are key …

Source: Accenture Research, 2014


The weight of these channels on the buyer

decision process for B2B is already dominant. Depending on your

specific market, variations exist, critical to consider

11% TELEVISION

31% DIRECT MAIL

33% COMMERCIAL CONSULTANTS

33% CATALOGUES

39% PROFESSIONAL

EVENTS

41% INDUSTRY

ORGANIZATIONS

71% INTERNET

51% BRAND SITES

73% SEARCH ENGINE

45% ONLINE REVIEWS

42% PROFESSIONAL INDUSTRY SITES

Source: eMarketer and Accenture research, 2014, 2015

In the case of B2B, Digital channels already have a dominance in how much they affect buyer decisions

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… even if we speak of B2B

Copyright © 2015 Accenture All rights reserved Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015go 8

Specific B2B digital channels matter more

Copyright © 2015 Accenture All rights reserved Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015 9

Shifting B2B organization also at pace …

Copyright © 2015 Accenture All rights reserved Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015 10

… delivering results at a B2B level as well

AGENDA

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Looking forward


Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers.

SO, WHAT IS DIGITAL MARKETING?


You need to personalize to consistently attract and convert

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To succeed in today’s digital environment, firms must deliver smarter, more-customer-centric interactions that feel like they

were tailored for each user and his or her specific set of circumstances. It must be more dynamic and more predictive

than current personalization techniques.

Source: “Advance to Next-Generation Personalization” Forrester Research, Inc., January 13, 2014.


While the norm is still …


… we talk of this sort of approach


From Traditional Funnel to… Accenture Nonstop-Customer Experience Model – B2B view

Accessible More knowledge and

persuasive influence empower stakeholders to self-diagnose

and blur roles along the journey

Continuous Evaluation, not purchase,

is central, all stakeholders converge towards it, while each

is constantly exposed to own experiences

Dynamic Stakeholders move along

multi-directional paths with B2C agility & speed, able to influence

each journey stage

Discover

Consider

Purchase

Use

Evaluate

Discover

Consider

Evaluate

Purchase

Use

Evaluation loops

Openly accessible content

Brand-controlled content

Discover

Consider

Evaluate

Purchase

Use

Expectation Reality

Promise Delivery

Open content & channels

Branded content & channels

Partner channels (resellers, VARs, OEMs…), industry/trade organizations, Off board social media, governmental agencies… Sales-/field force, Inside Sales, Stores/repair center, Website, Onboard Social Community, trade shows…

Discover

Purchase

Consider

Evaluate

Use

Disconnect

Procurement

C-level deciders

Business Units/Users

IT department

Stakeholders:

Discover

Consider

Purchase

Use

Evaluate

Discover

Consider

Purchase

Use

Evaluate

Discover

Consider

Purchase

Use

Evaluate

Discover

Consider

Evaluate

Purchase

Use

Evaluation loops

Openly accessible content

Brand-controlled content

Discover

Consider

Evaluate

Purchase

Use

Expectation Reality

Promise Delivery

Expectation Reality

Promise Delivery

The new customer experience model


Discover

Consider

Purchase

Use

Evaluate

Discover

Consider

Purchase

Use

Evaluate Expectation Reality

Promise Delivery

Source: Accenture B2B Customer Experience Research, 2014

More knowledgeable/ self-directed; want more

specific expertise (72%)

Higher expectations for product /solutions quality

(75%)

Require more agility, flexibility & response

speed (72%)

Want tailored solutions based on their needs

(73%)

Advanced Sourcing & Procurement with more decision influence (67%)

Always monitor/evaluate suppliers, require ongoing

engagement (70%)

Become much more price-sensitive

(73%)

Procurement C-level deciders Business Units/Users IT department

Stakeholders:

Stakeholders expect more consumer-like

interaction & convenience (72%)

More decision stake-holders with distinct needs/goals (67%)

Higher expectations for customer service

(76%)

Business customer changes with highest impact on Selling and Service (% very high/high impact – cross industries)

Changes in stakeholder behaviors drive now


ADVOCACY LOYALTY PURCHASE PREFERENCE CONSIDERATION AWARENESS

IN DIGITAL, THERE ARE CAPABILITIES TO MANAGE THE CUSTOMER JOURNEY, END TO END

Content Management

Social

Email & Mobile Marketing

CAR

Cap

abili

ties

Pote

ntia

l Res

ults

Search Engine Optimization

Search Engine Marketing

Social

+5% - 9% of Organic and Social Traffic

+10% - 25% of Conversion rate

+21% - 48% of increase of leads

+Physical traffic and sales on stores and services (diffiCult to atribute)

Decrease of bounce rate

Increase of pages visited by users

Generates constant flow of visits to the website, increasing the number of leads and conversions, since the customers is

in context of the offer

Conversion Flow Optimization

Assisted Sales and Service

Channel / Site Analytics

Personalization

Customer Journey Analytics


The Accenture Click to Close framework integrates marketing, Analytics and digital sales assets based on sales leads qualification, digital campaigns execution and assisted sales management

Illustrative

Data

Internal batch data - Customers

Real Time / NRT data form

commercial interactions

External batch data - Prospects

Lead Qualification. Scoring

Lead Distribution

Lead Nurturing

Follow up

Lead Management

Real Time decision engine/hub

Interactions management & prioritization tools

Decision

Business Layer : the user can define (eg target), plan, priorize and

execute inbound and outbound campaigns based on batch

information

Intelligence

Real Time

Batch

Analytics Layer : qualification and

prioritization according to customer and context information: operations events, navigation logs, complaints, interactions

Analytics Layer: pre-qualification with batch information

Action

Inbound channels

Outbound channels

Channels present recommendations and

capture system and customer responses

Integration of a decision hub with

analytics for inbound and outbound

processing

Click to close


SO, WHAT MARKETERS NEED FOR DIGITAL MARKETING IS THE STATE OF THE ART

TECHNOLOGY FOR SEAMLESS EXPERIENCE …


…BUT THIS IS WHAT THEY GET!

AGENDA

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Looking forward

Copyright © 2015 Accenture All rights reserved Copyright © 2015 Accenture All Rights Reserved. 23

Digital experiences have redefined people expectations as consumer, investor, buyer, marketer, ... B2B and B2C have converged in terms of experience expectations.


Solutions to address both B2B and B2C are same in nature and importance

dos buyers B2B fazem pelo menos uma pesquisa online antes de se decidirem

98%

B2B BUYERS FOLLOW CONSUMER (B2C) PATTERNS:


DIGITAL MARKETING EXPERTS

DIGITAL MARKETING SOFTWARE

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SO TO GET BETTER RESULTS, THERE IS THE NEED TO WORK TOGETHER, AND SOFTWARE IS KEY…

MARKETING DIGITAL B2C and B2B Vision

10th December 2015

B2C and B2B Vision

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