CONSUMERIZATION OF B2B MARKETING: STRATEGIES, TRENDS AND SOLUTIONS.

Andrea MagattiContent Marketing, Mobile App, R&D, Big Data manager, Hsell

Andrea.magatti@hsell.itMobile: +39.335.1807676http://it.linkedin.com/in/andreamagatti/Twitter: @magatz

Consumer/Buyer’s evolution:• Search on the Net, and (maybe) will buy in stores

Professional buyers are Consumers?• Who are, demography, mobile, the non return point

The verge• Content Marketing • B2B E-commerce has exceeded B2C: Amazon Supply

A recipe…• Back to Basics – B2B has to learn from B2C

AGENDA

• Usage of personal devices in the workplace, just because they are better than Companies’ tools

ICT Consumerization

• Mobile was the only media type to grow in total U.S. consumer minutes spent per day from 2010 to 2012.(Business Insider Gen- 2014)

• Search is also becoming increasingly mobile. Tablets and smartphones now account for 26% of all local search traffic.

Mobile Revolution:

• Social Media Revolution 2013 Social Revolution:

• The same things they do when they are searching info for personal purchasesWhat are doing your Buyers?

THE BUYER’S EVOLUTION(1)

• Deloitte predicts that in 2014, the over‑55s will be the age group experiencing the fastest year‑on‑year rises in smartphone penetration across developed markets. The Age factor

• Purchase directors and buyers are using their mobile technology to decide what to buyWhy changing?

• Understand how buyers data, and eventually decide to buy your products, is the key to build a successful marketing strategyKnow them!

• Anyone uses the info, that they can find, but average quality of information provided by B2B companies, is still too low

Let them knowing us!

THE BUYER’S EVOLUTION(2)

SOME DATA…

MORE DATA…

AGAIN…

AT LAST…

• Deloitte’s research found that among 11 developed countries at least one in four smartphone owners aged 55+ had never downloaded an app to their device

Content and decision makers

• The time has come to produce new and exiting content for these late adopters of mobile technologyAnd now?

• Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Definition

• John Deere and MichelinExamples

THE VERGE

JOHN DEERE

It is a customer magazine that has been published by the John Deere corporation since 1895. It is now available in more than 40 countries and in 12 different languages

MICHELIN

In 1900, Michelin Tires released a 400-page guide geared at helping drivers maintain their cars.

• Strategic choice or «Follow the consumer» ?

Why Amazon is

going B2C?

• It may appear Amazon and other industrial merchant sites will create downward price pressure and increased competition for wholesalers and distributors, eventually eroding their margins.

• When truly differentiated prices are offered through an ecommerce site, distributors see better price realization, higher profits and lower costs to serve customers

Asymmetric

information

THE VERGE: AMAZONSUPPLY.COM

Big Data

Hybrid Lead Generation

B2B e-commerce

Content & Digital Marketing

OUR RECIPE…

“IT IS BECOMING THEIR LINGUA FRANCA BECAUSE DATA MINING HAS ENTERED A GOLDEN AGE” - NYTIMES.COM

BIG DATA: R LANGUAGE

OPINION TARGETING: MOBILE ADVERTISING … REVOLUTIONARY!

LEAD GENERATION: QRIOUSLY

1. INSIGHTA CONVERSATION WITH THE USER IS STARTED WITH A QUESTION.

THE USER ENGAGES DIRECTLY WITHIN THE UNIT. THIS MINIMIZES

INTERRUPTION AND MAXIMIZES PARTICIPATION.

2. ADVOXAFTER ANSWERING, YOU HAVE THE OPPORTUNITY TO COMMUNICATE

YOUR BRAND IN THE SAME AD UNIT.

INSIGHT

ADVOX

BRINGING B2C INTO B2B: VROOZI

Create a Thriving Electronic Marketplace!

Let me use a slogan, taken from one of my favorite video games (Bioshock)

No Gods: aka no packaged SW solutions

No Kings: aka no packaged methodology

Only men: aka follow any trail, and choose the best FOR YOU!

CONTENT & DIGITAL MARKETING