B2B BRANDING

Presented By Abhijat DhawalAbhishek GuptaAniket VaidyaAnirud PrasadKawal

B2B Marketing

For B2B Marketers, organization biggest obstacles are usually complexity and fear of failure. Company need to be willing to fail, and the cultures of most organizations don’t authentically support failure as part of risk-taking.

http://hroldassociates.wix.com/oldassociates#!contact/c1d94

The digital marketing world with social media, big data and mobile has created a more complex environment for marketers and their approach in attracting, engaging and converting prospects to customers. What are some of the B2B marketing strategies you’ve had the most success with in 2012?

When the environment becomes more complex, the best strategy is to be more simple. Find interesting stories to tell – look to your customers or challenges in your industry. Don’t worry so much about talking about your products. Build an audience first with compelling stories.

Developing a solid B2B marketing plan takes research, and understanding of the customer goals, pain points and journey. What are some of the most common myths or mistakes you’ve seen with B2B marketing planning?

While it’s helpful to read about industry trends, it can’t replace ground truth. Make sure to visit often with the sales team and your customers to understand what type of content is most relevant and valuable.

With all the hype in the business marketing media, it’s tempting for companies to chase trending B2B marketing tactics like social media and content marketing. How do you decide what the right B2B marketing tactical mix is for your business?

Speaking in person with the intended audience. Be sure to talk to prospective customers who are not reading your blogs, etc. and find out what they are reading, and why your content isn’t connecting with them. Then experiment. Trial and error is key to determining the best tactical mix.

There are plenty of shiny objects to distract modern B2B marketers, how do you stay focused on what works? What do you do to stay on top of trends without wasting time and money?

Discern which shiny object is worth pursuit, and aligns with your key priorities. One goal that our team focused on was the BtoB Magazine awards because we felt it was a respected measure of success. As long as you start goals first and let them be the guide for your activities, chasing one or two shiny objects can help your team receive recognition and budget. Then, they are no longer a distraction, but serve your purpose.

CISCO-An Introduction

• CISCO is in the business of networking equipment.• Derived from San Francisco, the city from where it originated.• One of the first companies to sell commercially successful

routers supporting multiple network protocols.• One of it’s products “Cisco 2500” managed to stay in business

for than 2 decades.

Introduction(Contd.)

• By March 2000, it became one of the most valuable companies of the world having a market cap of more than $500 billion.

• By late 2004, the company started moving to high end hardware and software architecture.

• India is one of the company’s largest overseas market and production centre.

• One of the first companies to develop Ethernet.

Key customers of Cisco• Corporate - Ford India, Dr. Reddy's Laboratories, Tata Group, Mahindra & Mahindra, Larsen

& Toubro, Gas Authority of India, Indian Oil Corporation, Le Royal Meridien, Taj Group of Hotels and Hindustan Lever

• Service Providers - Tata, Reliance, Bharti, VSNL, BSNL, MTNL, SIFY and IDEA Cellular• Banking and Financial Services - HDFC Bank, State Bank of India, Punjab National Bank,

United India Insurance Corporation, New India Assurance, National Insurance Corporation, Life Insurance Corporation, Bank of Baroda, Bank of India, IDBI Bank, ICICI, IDRBT, Vysya Bank and Yes Bank.

• Government - State Governments of Gujarat, West Bengal and Andhra Pradesh, Lok Sabha (Parliament) Library, Supreme Court, National Highway Authority, CDAC and APDRP (Accelerated Power Development and Reform Programme)

• IT Services - Infosys, Wipro, Digital GlobalSoft, IBM, Adobe, Intel, Cognizant Technologies, Tata Consultancy Services, Texas Instruments, Tesco, Unisys, US Technologies, Mahindra, First India Insurance, Symphony Technology, Thomson Reuters and HCL

B2B Branding

• Currently, Cisco serves customers in three target markets: enterprise, service providers, and commercial sector.

• Cisco not only makes hardware that allows B2B to work (routers, switches, and the like) but also serves as a model of how companies can best exploit the Internet.

• Cisco customers can visit its web site to check out product specs and make their orders.

• The information is then routed on the Internet through Cisco to its suppliers. A full 65 percent of the orders move directly from the supplier to the customer. Cisco never touches them.

• The products are built only after they are ordered, so little, if any, inventory is kept in warehouses.

B2B Branding

• Cisco handles business-to-business electronic commerce by providing applications for their consumers. Their applications "allow companies to sell products and services and manage customer and partner relationships over the Internet" (Cisco, 2001a, Solutions).

• Involves in the process of EDI (Electronic Data Interchange), cuts down intermediaries thus maximising profits.

• CISCO acts as a Supplier and a customer in their relationship with Spirent communications.

• In 2000, Cisco teamed up with GTE, Whirlpool, and Sun Microsystems to develop the "home gateway", a device that will tie together PC's in a network.

• They define their target markets as companies with a need of data network of their own as well as connectivity to the internet.

B2B vs B2C BrandingB2B Branding B2C Branding

Aimed at intermediate value provider Aimed at the end-user

Two way relationship Transaction or one-way relationship

Small number of customers Large number of customers

Buyers reached through specialized media Buyers reached through mass media

Multi-step buying cycles Short sales cycles

Relatively complex product offering Relatively simple product offering

Never on impulse Purchase can be on impulse

Marketing about educating Marketing about convincing

How People Have thought of Cisco

The Internet Router Networking IT

How Cisco has thought of Cisco

Work Live Play Learn

Changing the Way we work, live, Play and Learn

Network

Cisco= Bringing people together

It is not just about being

Problems in B2B branding

• Lack of academic research• Perception of branding by B2B buyers• Impracticality of B2B Branding• Financial problems• Buyers are profit motivated and budget constrained unlike B2C• Brand building process is complex

Recent Trends in B2B Marketing

49%

37%

14%

Nature of Business buyers on the basis of brand-ing

Highly Tangible buyers Branding Receptive

Low Interest group

1. Highly Tangible Buyers:• Perceived price and product information

– most important• Perceive themselves as more

knowledgeable• Focus on relationship and hence more

likely to rank their suppliers

2. Branding Receptive Buyers:• Branding elements – most important

3. Low interest Groups:• None of the attributes are important

Behaviors of “Best in class” B2B Marketers

Expand lead generation activity through social media marketing

Define / focus corporate social media efforts

Develop clear business processes to utilize social media marketing

Support customer service with a social platform

Capture insights into market sentiment regarding products and/or services

0% 10% 20% 30% 40% 50% 60% 70%

Secondary StrategyPrimary Strategy

Cisco Digital Presence

58mvisits to

Cisco.com in Q1

447ksocial media

mentions

5.5msocial reach 886k

customer app Downloads

915kpaid search

click-throughs

25morganic search

referrals

3.6mmobile web

visitors

145%15%

118%

238%

Cisco.com Social Reach Mobile Phones Mobile Apps

451ksocial referrers

to Cisco.com

Cisco’s Digital & Social Framework

Intelligence

• Leverage listening to understand your social audience

• Study your competition

• Make data-driven decisions

• Automate processes & workflows

Engagement

• Integrate social into the brand experience

• Collaborate globally• Lead with compelling content

and conversations• Provide triggers to continue

journey

Measurement

• Benchmark and track progress

• Automate integrated dashboards

• Celebrate success

Advocacy

• Build long-lasting relationships to create loyalty

• Use loyalty as the foundation to drive advocacy

Enablement:Global Strategy, Consulting & Training

Governance | Training & Certification | Strategy & Consultation | Social Ambassadors

Enablement

Online Community to Share Information and Scale Best Practices

• Community-driven content

• Activity calendar

• Discussions, blogs

• Social networking

Intelligence

Find Fans and Advocates

Discover Product Issues

Crisis / Risk Management

Product Development Feedback

Competitive Insights

Uncover Influencers

Sales Leads

Capture Industry Trends

Message Penetration

Benefits of

Listening

Identify Emerging Themes

Social Media Provides insights to drive real business results…

2) Small Business Uncovers Product Issue and Restores Faith of Partner

1) WW Technical Services Discovers Two P1 Issues and BU Resolves

3) Tandberg Addresses Customer Concerns Over Acquisition and Calm Fears

• P1 issues discovered via Radian6 alerts.• One customer reports total of 17 bugs with Cisco Nexus products through

various TAC cases. • BU fully engaged and fixes all the reported issues. • Customer pleased with the technical support provided.

• Cisco Partner expresses lack of faith in UC560.• SMB actively listening, reach out and uncover product issue.• Product team react quickly, faulty units sent directly to engineers for examination in

order to prevent repeat issues.• Partner appreciates prompt response and resolution.

• Customers publicly voice their concerns about the acquisition on Tandberg’s Facebook page.

• Tandberg team actively monitoring and responds via their Facebook wall and contacts appropriate sales rep to let them know the customer needs more reassurance.

• Team calm fears and avoids any further public escalation of concerns on Facebook.

• The loudest customer has since removed his negative comments from the Facebook wall.

4) Cisco Data Center Enters a New Market with Unified Computing (UCS)

• First step to entering new terrain is listening and learning to what’s being said in the marketplace.

• Active listening and strong feedback loops ensure Cisco’s language accurately reflects the external realities of customer conversations.

• Earns legitimacy by coauthoring content with established thought leaders inside the community.

• DC team amplifies customer enthusiasts and preempts detractors to improve receptivity to their insights.

Business Impact Through Active Listening

EBC Social Media Listening Centerv

Monitor influencers and sentiment of their posts

Monitor global conversations and geographical activity

Identify trending topics or emerging themes

Monitor sentiment and spikes or viral stories

Monitor shifts in share of voice and product focused activity

SocialMiner: Monitor event attendees, engage, and performance of social media staff

Responding to Customers• Cisco teams respond to

tweets where we can offer help or that might be a sales lead

Example: • An Executive at a NY

company tweeted that they were having trouble with their TelePresence.

• Someone from Cisco TelePresence replied (within an hour)

Turning a Negative to a PositiveCisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail

@CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff

@henaredegan sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8

Sales and Lead Opportunities

London 2012 Olympics & Paralympics Social Media Listening Center

Ambush Marketing

Crisis Management

Sentiment Monitoring

1

2

3

On-site pop-up social media

listening center

24/7 listening and competitive

tracking

Monitoring in 10 different

languages

Overview

Listening Talking Energizing Supporting Embracing

Engagement

The Pillars of Our Engagement Strategy

Content

Conversations

Integration

Engagement Triggers

12

34

Leading with Social Content

“Economics in the Cloud” is an

Infographic aligned with the IBSG

“World of Many Clouds” POV launch

• Top traffic sources include the Cisco

Germany blog and the Cisco LATAM

blog

• Top countries include Brazil, UK, India

and Germany, all part of the G6

The Multiple Devices reveal event is

the first-ever pinned video on the

brand Twitter page

• Number of views significantly surpassing non-socially activated videos

• Generated 270 likes and nearly 50 retweets across Facebook and Twitter

• Over 200 tweets containing the #CiscoYourWay hashtag

“Worklife Cloud” is a customized

visualization of everyday CIO/CTO

cloud usage

• With additional amplification planned, expected traffic to increase 4X

• Average time on page: 9 minutes

• Top traffic sources: Facebook, Weibo.com, Twitter, and blogs.cisco.com

• Top traffic countries: US, China and Mexico

Cisco.com and Social Media

Social Media Components Cisco-Owned Social Properties

Social Login

Social Hub

Cisco.com

Seamless Integration

Measurement

Social Media for Revenue Generation:Cisco ASR 9000 Test Drive (aka Robot Arm)

• Video to pique interest in demo

• Demo served as a catalyst to begin in-depth technical conversations that influenced over $80M in ASR 9000 sales

• Video views tied directly to purhcase, not just awareness

• Awards– Winner Best Use of Viral Video – B2B Magazine,

2011– Winner People's Choice Award – B2B Magazine,

2011

Ad Impressions (Awareness)

180,000

Video Views (Consideration)

16,500

Demos (Response)

800

Result (Purchase)

210 qualified leads

$80M+ influenced sales

References• http://news.techeye.net/science/researchers-turn-led-displays-into-li-fi-wireless

• http://www.extremetech.com/computing/137405-optical-lifi-could-alleviate-spectrum-woes-hit-1gbps-wireless-speeds

• http://www.toprankblog.com/2012/09/b2b-marketing-innovation-tim-washer/

• http://www.marketingprofs.com/events/b2b2013/conference

Thank You!