why business-to-business marketing is transforming to people-to-people marketing
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Why Business-to-Business Marketing is Transforming to People-to-People Marketing
Business-to-Business Marketing
1958 Man in the Chair ad, McGraw-Hill Publications
Mass communica+on model.
Companies controlled +me and place for communica+ons.
There were no avenues for customers to talk back.
The act of selling to “accounts”
T imes have changed. Now we live in the “always-‐on” age.
• Explosion of media channels • Reduced technology costs • Cultural shiDs in customer behavior • Rise of social media plaEorms • Digital disrup+on of tradi+onal media
channels
This is a'ributed to the following:
These changes have influenced Business-‐to-‐Business Marke+ng.
Business-‐to-‐Business is transforming to People-‐to-‐
People marke+ng (P-‐to-‐P). P-‐to-‐P is personalized; its
focus is one-‐to-‐one communica+on resul+ng in
preference and emo+onal connec+on with the brand.
T ransforma+on of the B-‐to-‐B Marke+ng Landscape
Cultural changes, combined with smaller, lighter, faster mobile digital technology is changing the way we communicate with each other and with society as a whole. Now, the customer has numerous channels available to praise or trash the brand, based on their brand experience. For over seven decades, B-‐to-‐B marketers have relied on the disrup>on communica>on model: • One-‐way communica+on -‐ company speaking to many customers • Tradi+onal media placement -‐ rent space for ad placement • Content created by the publica+ons • Limited media channels – broadcast, print, promo+on
Welcome to the P-‐to-‐P Marke+ng Landscape
People-‐to-‐People communica>on model: • Permission based – Opt in, Opt out • Selec+on of media channels – owned, earned, bought • Respect for customers’ intellect and +me • Integrate with tradi+onal proven marke+ng channels • Analy+cs tracking for reaching Key Performance Indicators
(KPI) that influence ROI
Implemen+on of People-‐to-‐People Marke+ng
People-‐to-‐People marke+ng makes an emo+onal connec+on with the
customer. Ini+al purchasing decisions are made on emo+on and
jus+fied with ra+onal review of feature/func+on aZributes and
benefits. Once the strategy is in place and key messages are developed,
then tac+cal execu+on can commence.
Implemen+on of People-‐to-‐People Marke+ng
There are numerous factors that influence the strategy and tac>cal execu>on, including: • Size of the customer base • Value of the product offering • Length of +me to complete sales cycle • Regula+ons or specifica+ons governing product use • Compe+tors’ product and brand posi+oning • Exper+se of internal resources available to support digital marke+ng efforts
• Product/Service offering compa+bility with digital outbound marke+ng channels
L Almost all marketers employ some form of digital marke+ng. This can take the form of websites, email plaEorms, ac+vity on social networks, and full-‐blown Marke+ng Automa+on PlaEorms. The level and sophis>ca>on of digital marke>ng is incumbent on the following: • Target audience size and loca+on • Cost of product/service offering • Audience’s accessibility to the internet • Audience’s response rate to digital marke+ng • Management’s commitment to implementa+on of ongoing
support
evels of Digital Integra+on
MPersonaliza+on means gaining insight into the customer’s needs, wants, and desires. To connect with cons+tuents, brands must establish a trust level before dialogue can take place.
edia consump+on habits have changed. Audiences control +me and place of interac+on.
Marketers are in the Age of Personaliza>on
P Personaliza>on can be accomplished via:
• Listening to and gathering customer sen+ment on social
plaEorms and business networks
• Understanding customers’ website browsing habits
• Paying aZen+on to customer reviews of product purchases
• Asking permission to engage through landing pages
• Gathering feedback from user experiences throughout the
purchasing journey
ersonaliza+on Starts With Listening
L Relevant content enlightens and informs. Relevant content is
what viewers find authen+c and valuable, and it presents a
solu+on to the viewer’s problem. It can take many forms,
including how-‐to guides, coupons for discounts, white papers,
blogs, buying guides. Properly executed content helps the
viewer make an informed purchasing decision, resul+ng in
brand preference.
istening leads to insight. Insight helps create relevant content.
P People-‐to-‐people marke+ng engages customers on many different levels with the brand story using different channels to connect with the user.
eople-‐to-‐People Marke+ng and Brand Storytelling
History has proven that audiences connect with and remember stories.
Content channels are like the facets of a diamond. The many angles that reflect the light of the brand all come together to tell the complete story.
Your brand story must accomplish four objec+ves:
• Engage the reader with valuable content
• Connect with the reader on an emo+onal
level
• Educate the reader on the brand’s
commitment to “doing the right thing”
• Influence the reader to take ac+on
Crea+ng the Brand Story
The brand story does not have to be long or complicated. In fact, it can be boiled down to the following:
• Can you tell the customer what the brand stands for in a single sentence?
• Does the story define an ambi+on beyond company profits?
• Does everyone in the company understand the story and how it relates to their par+cular func+on?
• Can the story mo+vate and drive ac+on? • Are the ac+ons transforma+ve? • Are people outside of the company
par+cipa+ng in the story?
The Brand Story is the promise, the vision of something beZer, and is communicated through persuasive content:
Apple: Transforma>ve Technology
The Brand Story is the promise, the vision of something beZer, and is communicated through persuasive content:
General Electric: Engineering that Changes Lives
The Brand Story is the promise, the vision of something beZer, and is communicated through persuasive content:
Tesla – Automobiles that Contribute to a Cleaner Environment
P eople-‐to-‐People Marke+ng
“ I viewed your profile on LinkedIn. I found your company through a web search. I read the online review. I value your industry insight. I like your accessibility. I like your community involvement. I follow your twiZer stream. I looked at your Pinterest boards. I like your Facebook page. I clicked on your banner ad. I downloaded your E-‐book. I filled out your landing page form. I read your news release. I received your email. I shared a link to your product video.”
Moral: Sales Start with Informed Customers
Ready to transform your marke+ng?
Contact: Bailey Burk T >> 214.953.0494 E >> bailey.burk@wambam.com W >> www.wambam.com
© Burk Adver+sing & Marke+ng 12850 Hillcrest Rd. Suite F-‐210 Dallas, Texas 75230
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