digital marketing salon - b2b vs. b2c - august 13 2014

Digital Marketing SalonAugust 13, 2014

Hashtag: #DigitalSalon

Agenda

• Welcome• B2B – Miguel Mendoza• B2C – Jean George• Interactive Discussion• Networking

Blurred lines: B2B

PRESENTED BY: MIGUEL MENDOZA@miguelmendoza

#DigitalSalon

When I’m not Digitally Strategizing I’m….

Trade this for this

Hanging around with my princess

Mountain biking my other passion

B2B vs. B2CThe Marketing division: Intrusive push vs. passive pull Traditionally, there’s been a major divide between how B2B

Marketing and B2C Marketing operated.

A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.

"Taking the product to the customer"

A pull strategy involves motivating customers to seek out your brand in an active process.

"Getting the customer to come to you"

B2B: Intrusive push vs. passive pull B2B marketing was about offering detailed information that really educated buyers on the features and benefits of the product, using professional language, and using highly targeted direct ad sales.

Intrusive Push

Sales Cycle:

• Telemarketing• Tradeshows• Direct Mail• Email Blasts• Press/TV Advertising• Radio

B2B: Intrusive push vs. passive pull B2B Buyers Are in Control•Now the buyer is way more informed•Many formal and informal sources of information to influence the outcome•Buyers have more control over the purchase process, they self educate, they look for information earlier in the purchase process and they're waiting longer to talk to sales.Passive PullBuying Cycle

• SEO/SEM• Blogging• Social Media• Marketing Automation• Nurturing• Word of Mouth

B2B vs. B2C: Content MarketingEvery B2B company today realizes that content marketing is an integral part of

their demand generation and marketing strategy 

“Content marketing is marketers becoming publishers; owning the media instead of renting it. Attracting and retaining customers by creating / curating valuable, compelling and relevant content to maintain or change behavior.”

Joe Pulizzi – Founder of Junta42 and Content Marketing Institute

B2B: Content Marketing

Content creation is a challenge for every B2B organization

1. Speak from your customer’s point of view2. Talk less, listen more, and act even more3. Use language your audience speaks—save the tech-speak for your in-house geek squad4. Avoid condescension—but remember that simplification does not mean talking down5. Keeping checking on levels of understanding throughout the process6. Highlight benefits to show value—features are mere factual details7. Find examples and analogies in your prospects’ life so they can relate8. Build on existing strengths of your solutions to show expanded capabilities / enhancements9. Speak to a list of implicit issues that buyers have on their mind—it makes them feel connected10. Demonstrate ROI and how it can be measured

Content marketing is the process of identifying the needs of stakeholders, mapping the content requirements to satisfy these needs, creating and distributing the necessary content across relevant marketing channels and measuring the impact this content is having on KPIs.

x xxx x

X = B2B organizations failing to do this

B2B vs. B2C: Influencers 

Influence Marketing is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.

KPMG International exampleInternal influencer program: The Senior Leaders in Social Media (SLSM) program provides an operational framework for KPMG senior leaders to engage with clients, alumni, and employees in social media channels. Leveraging their prominent status, senior leaders will amplify key messaging and content via digital channels.

KPMG International exampleExternal influencer program: via Social media listening using Crimson Hexagon

Social media monitoring (also known as Social media listening) software provides the ability to capture mentions of KPMG, our competitors, our industries and functions, and business challenges facing our clients that are occurring in social media channels.The software collects this data and filters it into categories, allowing our analysts and social media resources to manage our social communities, follow trends that influence our business, monitor brand perception, identify engagement opportunities and identify social media influencers.

Other benefits:Social media monitoring data is an invaluable source of business intelligence that can used for a variety of purposes stretching across marketing, communications and business development functions. Here are just a few use cases:

1. Inform the development of thought leadership reports/content2. Inform planning of major campaigns and events3. Measure marketing campaign impact and performance4. Mine for insights related to our business challenges and opportunities5. Mine for insights related to our client’s business challenges and opportunities 6. Monitor for early warning signals surrounding potential risk or crisis scenarios

Blurred lines: B2C

PRESENTED BY: JEAN GEORGE@jean_george17

#DigitalSalon

When I’m not Digitally Strategizing I’m….

Discussion Points

Before Web 2.0 Brands followed: Push marketing Controlled messaging Anonymity

After Web 2.0 Brands had to employ: Push and PULL marketing Real time marketing Transparency

Before Web 2.0

Traditional Marketing: Push Communications

Business/Brand

Consumer

Controlled Messaging

Anonymity

After Web 2.0

Social Media Marketing: Push & Pull Communications

Push Marketing

Pull Marketing

Real-Time Marketing

Oreo – Winning Real Time Social Media Posting

Be timely, but also be relevant!

Kenneth Cole

Epicurious

McDonalds’s - Our Food. Your Questions.

Patagonia: The Footprint Chronicles

The Emergence of the Influencer

Influencers Gain Control

Bryan Boy has become a front row fixture at fashion shows. He started as a fashion blogger.

If you're between 13 and 18, you're apparently more enamored of Smosh than Jennifer Lawrence. YouTube stars now rival Hollywood celebrities.

Interactive Discussion

What hasn’t changed with Web 2.0?

What Hasn’t Changed?

• TV isn’t dead – traditional media not dead still important

• Marketing principles don’t change – campaign change

• B2B: face to face still important, relationship building

http://www.stanventures.com/infographics/2014-state-of-digital-marketing-infography.php

Any Difference: B2B vs. B2C?

• Social media channels/monitoring

• Visual content

• Digital metrics / measurement

• Other?

Digital Marketing SalonAugust 13, 2014

Hashtag: #DigitalSalon