reinventing marketing for b2b services - one north conference
DESCRIPTION
David Rogers is a globally recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He teaches digital marketing to executives at Columbia Business School, consults to startups and Fortune 500 companies, is founder of the acclaimed BRITE conference, and is author of three books, most recently, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” His current research, and next book, focus on why some businesses are able to adapt and survive in an era of constant disruptive change.TRANSCRIPT
Reinventing Marketing for the Digital Age5 strategies for growingyour customer network
@David_RogersAuthor, Speaker, ConsultantFaculty, Digital Marketing StrategyColumbia Business School
www.davidrogers.biz
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Some companies worked with
Customer network paradigm
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Customer
Customer
Customer
Customer
Customer
Customer
•Free academic tutorials
•1800+ videos on YouTube
•Anywhere in the world
•32 million lessons delivered worldwide
•New grants from Gates & Google
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CompanyCustomers
Mass market model
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Company
Comments
Forums
Blogs
Customer Customer
Customer
Customer Customer
Customer network model
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,TV, radio, out-of-door
Direct mail, brochure
Product test, comparison
In-store purchase
Reward points
Broadcast Customer Networks
Search, buzz, blogs
Online research, user reviews
Social networks, YouTube, local search
Group discounts, purchase on-line/in-store/mobile
“Friending” (FB, Twitter, email),customized up-selling
Reviews, links, “likes,” social buzz
RETHINK the Marketing Funnel
What kinds of
products, services,& communications…
…will inspire advocacy in customer networks?
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Access
CustomerNetworks
Engage
CustomizeConnect
Collaborate
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ACCESSBe faster, be easier, be everywhere, be
always on
Last Year’s Christmas Card
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ENGAGEBecome a source of
valued content
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Every business must think like a media company
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93% of B2B marketers do content creation
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CUSTOMIZEMake your offering adaptable to your customers’ needs
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Image of person buying online
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CONNECTBecome a part of your customers’ conversations
EXPECTED:
80 things to do to increase likelihood guests would recommend
DISCOVERED:
5 things in the first 20 minutes make the most positive impact
Social Media Analysis
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108
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COLLABORATEInvite your customers
to help buildyour enterprise
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The world is changing…
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CompanyCustomers
From mass markets…
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Company
Comments
Forums
Blogs
Customer Customer
Customer
Customer Customer
…to customer networks
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Customer networks
Customer networks
Customer networks
Customer networks
Customer networks
Customer networks
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Access
CustomerNetworks
Engage
CustomizeConnect
Collaborate
