b2b digital strategy: using personas and buyers journey in web planning
Post on 22-Apr-2015
937 Views
Preview:
DESCRIPTION
TRANSCRIPT
© ABB
B2B digital strategy Buyers journey and personas
Laura Invenius, ABB Drives marcom/J.Boyd Web & Intranet conference, November 6th, 2013
november 6, 2013 | Slide 1
© ABB
§ ABB (www.abb.com) is a leader in power and automation technologies that enable utility and industry customers to improve their performance while lowering environmental impact. The ABB Group of companies operates in around 100 countries and employs about 150,000 people.
§ ABB Drives are devices that are used to control the speed of an electrical motor, either an induction motor or a synchronous motor.
ABB as a company
november 6, 2013 | Slide 2
© ABB
Creating better customer experiences in digital touch points
november 6, 2013 | Slide 3
© ABB
§ The objective was to create better customer experiences in digital touch points
§ Marketing was traditional brochure and event type
§ Web had been the same for last 10 years, Lotus Notes as CMS
§ CMS change was communicated and ahead of us but we didn’t want to move on with the same navigation and structure
§ Web navigation is based on company hierarchy and product information
§ There was a need for change and a lot of ideas but the strategy and a bigger picture were missing
Where did we start
november 6, 2013 | Slide 4
© ABB
Co-creation is the most powerful way to build internal commitment
Digital MarCom
Service Designer
SOME strategist
Market researcher
Junior service designer
Team N2 Nolla Team ABB Marketing Director
Sales
Product Mgmt
Partners
Counrty MarCom
© ABB
The process and time
Problem Mission
Insights (internal and external) Solutions Execution Validation
12/2012 1-4/2013 4-5/2013 8/2013 >>
© ABB
About the project From customer understanding to digital solutions
november 6, 2013 | Slide 7
0. Kick off, current state analysis
1. Personas (user need profiles)
2. Contents
3. Touch points (channels, platforms)
4. Road map (suggestion)
5. Concepts & Prototypes
Included in the strategy
Further development
© ABB
§ Fictive characters of three different customer types
§ Provide inspiration for development projects
§ In web development personas are used for thinking the buyers
§ Personas develop and might return later on as a different persona type
Personas
november 6, 2013 | Slide 8
© ABB
§ Interested in industry-specific information
§ Social media and new technologies are Chris’ passion.
§ His life is on the mobile and the tablet. Applications are more important for
private communication than phone calls and e-mails.
§ He is eager to share important content with his colleagues.
Persona 1 Chris the Sales Guy
november 6, 2013 | Slide 9
Use of mobile device
He is always on the road using both mobile and tablets extensively for both social and professional purposes
Important contents
Industry-specific and drives-related product info are important, but sales arguments and sales tools would be
even more central Professional goals
Selling more to climb the career ladder motivates Chris. He is willing to share news with colleagues and competitors
© ABB
Persona 2 Bob the Engineer
november 6, 2013 | Slide 10
§ Not very interested in engineering trends.
§ Information about products and applications relevant to him are of great interest. He is a real expert in his industry, drive knowledge being on a basic level.
§ Bob is a late adapter using social media seldom and mobile mostly for phone calls.
§ E-mails are read on the desktop computer.
§ New channels and medias will be taken into use when content is strong and value-adding.
Use of mobile device
Mobile is used mostly for phone calls. Tablet is occasionally used for private purposes
Important contents
Technical details are inspiring and he gets kicks when others do not understand his special knowledge
Professional goals
He is a full professional in his own field and wants to deepen his knowledge, not broaden it
© ABB
Persona 3 Johnny the Manager
november 6, 2013 | Slide 11
Use of mobile device
Mobile is used for calls, e-mails and web browsing. When travelling tablet is used for e-mailing
Important contents
Trends are interesting.
Professional goals
Mission is to keep the business growing and transfer knowledge to younger generations
§ A managing director being responsible for the overall success of his company.
§ He is an expert in his field, has a good understanding of both motors and drives.
§ New technologies are interesting to Johnny even though he finds them a bit too time consuming.
§ LinkedIn is used occasionally.
§ He sees great potential in discussion platforms and online education.
§ He is likely to be a heavy-user of the contents once they are in a format that makes his life easier.
© ABB
§ The journeys help us to understand customer challenges when they buy, use, install, sell and replace.
§ We can define in what phases we could serve our customers better by offering relevant contents and tools in the right channels.
§ Buyers journey is really a critical element when thinking what kind of content needs to be offered and where.
Buyers journey
november 6, 2013 | Slide 12
© ABB november 6, 2013 | Slide 13
1. Awareness & Consideration 2. Comparison 3. Purchase,
Delivery, Install 4. In use, Services 5. Upgrade, Replacement
Questions, problems, challenges
Who could help me with questions in any phase? – Who can help me with technical issues?
What do I need to be aware of? Where can I find the relevant information and contents?
What are the benefits?
What do I need to know and be aware of (standards etc.)?
How to compare and find the best supplier? Why should I choose ABB?
What should I know about products and features? How to compare and choose packages or drives ?
How are warranty issues dealt with?
Where can I get all the technical information needed?
Who will do the set-up, installing, configuring etc.? How can key persons be educated?
Delivery status
How can I get the best deals?
Where and how should I order?
How can I get the best out of my drive? How can I save the most energy and money?
Product updates and information
What kind of services can I get from my supplier and from ABB?
How can I develop my business?
What tools / applications could ease my work?
Tech support, spare parts
When and how to replace and recycle?
Technology news, trends
© ABB
§ Once we had the buyers journey in place we listed the content, tools and services that were missing
§ Based on gaps we created roadmap, web navigation hierarchy and mock-up tools
§ With customer insights, personas, buyers journey and good examples it was easy to ask for final acceptance from stakeholders
Filling the gaps
november 6, 2013 | Slide 14
© ABB
Learnings
november 6, 2013 | Slide 15
© ABB
§ ”My customers don’t look for information in web, they just call me” § ”In B2B business people don’t use social media” § ”You can’t find anything on our site” § ”People want just technical specs, they don’t need anything else” § ”We need only whitepapers, that is the only form of marketing that
is needed”
§ ”Thought leaders – we? We don’t really know what will happen in the future. Do we?”
§ ”All I need is a brochure that I can hand out when I’m standing on the event stand. It is an easy way to reach customers when they are passing by.”
Before
november 6, 2013 | Slide 16
© ABB
§ We know who the customer personas are and what they are like
§ We understand and accept differences between different personas
§ We know what they are looking for
§ We know different stages of buyers journey and understand what they mean
§ We have identified different channels and created content plans for these channels
§ The most important fact is however that we all talk about the same things, based on the facts that we learnt directly from customers
After
november 6, 2013 | Slide 17
© ABB
Reduced customer effort is the most significant value creator.
november 6, 2013 | Slide 18
© ABB
Content defines the channel
november 6, 2013 | Slide 19
§ A digital strategy often concentrates primarily on channels and medias.
§ In this strategy we have recognized that the content should define the channel, not the other way round
§ Platforms, tools and technology selections don’t do the work alone – if we have big content gaps the new CMS system doesn’t help
§ Once you have content topics and ideas in place, it is easier to define the need for new technologies and make business case for them
© ABB TRAFFIC CONTENT
Digital ecosystem is needed for understanding user traffic, contents and the flow
PAID OWNED
EARNED
ABB.com/drives
Social media
Social media
Social media Social
ads
Mobile ads
Shares, blogs
Mobile search visibility
Social media
Other portal
News-letter
Blog (Conversations)
Mobile applications
Responsive abb.com
Social media
Display SEM
Search visibility,
PR
november 6, 2013 | Slide 20
© ABB
What are we doing now?
§ We have created a digital roadmap including both content topics and tools – external and internal
§ We are changing from local processes and tools to global approach if we think it benefits the business
§ It is a tornado effect: once people figured it out, things started to happen
§ Clearly the need has been hiding in the organization but putting it all together started the change process
top related