suresh vittal, adobe, michael ballard, lenovo, play to win; how to orchestrate memorable b2b...
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Play to Win:
How to orchestrate Memorable B2B customer experiences
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Suresh Vittal
VP Marketing Strategy - Adobe
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3
Michael Ballard
Demand Gen Strategy & Operations Manager - Lenovo
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Market Dynamics in
B2B E-commerce0
1
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2
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3
0
4
Catalyzing Change
B2B is just Different
Game On
01
02
03
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Most B2B companies surveyed said that they expect 50% of their
customer base to be buying from them online within three years.
50%More Than
Of the US
Population
will buy
online
86%
14%
86% of the B2B companies we surveyed said that they had
recently migrated offline customers online,
while only 14% said they had not
Source: Forrester, 2014
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40%
B2B Online
OFFER MOBILE COMMERCE
B2B mobile traffic match B2C
MOBILE COMMERCE
59% or more purchase 5K+
SPEND ONLINE
22%
5%
75%
More than half of B2B comes
from mobile
ACCOUNTED FOR MOBILE
SALES
Source: Acquity Group and Forrester
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READ REVIEWS ON MOBILE 56%
READ PRODUCT INFOS
COMPARE FEATURES
COMPARE PRICES
MOBILE IS A DRIVING FORCE FOR B2B
COMPANIES
55%
50%
48%
Source: Forrester
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Catalyzing Change
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1
2
3
4
Consumerization
New Tech available at reasonable cost
B2B buyers adoption of social and mobile
Desire to purchase direct from
manufacturer
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1 Consumerization
Instant gratification
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1Consumerization
5 seconds or less
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1 Consumerization
The Kimono is open
(social honesty)
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1 Consumerization
When, what and how I want it ….on demand, customized, and mobile
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2 New Tech available at reasonable
cost
August 2011 September 2012
January 2014
~100 companies ~350 companies
~950 companies
Ma
rke
tin
g T
ech
no
log
y L
an
dsca
pe
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3 B2B buyers adoption of social and mobile
Increasingly, the Tech buy cycle
includes engagement through
mobile devices and social media
Source: Forrester and IDG Services
30% of IT Buyers
use a Smartphone
To conduct research
49% of IT Buyers use a Tablet
to conduct research
96%of B2B tech buyers engage
With one or more social
Media site and service
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4 Desire to purchase direct from
manufacturer
Photo credit: @forbes
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
B2B is just Different
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Multiple Decision
Makers
Intricate Supply Chain
Long Sales Cycles
Complex Offerings
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Conversion B2C=3%
Abandon rate: 54%
AOV= $180
Service cost $5
B2C
B2B
Conversion B2B=10%
Abandon rate: 30%
AOV= $1,060
Service cost $12
Source: Internet Retailer & Forrester
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Game On | How to play to win
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“We are in the AGE OF THE CUSTOMER. One by one,every corporate investment has been commoditized…
The only source of competitive advantage is theone that can survive technology fueled disruption —
an obsession with understanding,delighting, connecting with, and serving
customers.” — Josh Bernoff, Forrester
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Social 10%
Big Data 10%
Marketing Automation 4%
Video 3%
Mobile 18%
Content Marketing 15%
Multichannel Campaign management 10%
Personalization 10%
Customer Experience 20%
Which one area is the single most exciting opportunity
for your organization in 2014?
Source: Econsultancy/Adobe 2014
Adobe | eConsultancy
2014 Digital Marketing Survey
Customer
Experience
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Three Questions Drive the Customer Experience Index
Meets Needs“How effective were they at
meeting your needs?”
Easy“How easy were they to do
business with?”
Enjoyable“How enjoyable were they to do
business with?“
Forrester’s Customer
Experience Index
“Thinking of your interactions
with these firms over the past 90
days…”
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Customer Experience
leaders make doing
business with them
easy and enjoyable
and are effective at
meeting needs of
their customers and
delivers
tangible returns
Source: Forrester,’s Customer Experience Index and Watermark Consulting, 2014
Customer Experience Leaders Outperform the
Market6-Year Stack Performance Customer Leaders vs. Laggards vs. S&P 500 (2007-2012)
Cu
mu
lative
To
tal R
etu
rn
Customer
Experience
Leaders
40.0%S&P 500
Index
14.5%
Customer
Experience
Laggards
-33.9%
50%
40%
30%
20%
10%
0%
-10%
-20%
-30%
-40%
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5
4
2
3Contenders
3.4IT Industry
Average
4.5
Achievers
5.4Leaders
6.3Marketing Spend and Performance
1
Challenged
2.0A Comparison of Marketing Budget Ratio Source: IDC
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Brochures/Brand
Engagement
Customer
CommunicationsInternal Communications
Sales Enablement Event Guides
Program Guides
White Papers
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Business Identity & Firmographic
Data
Adobe Workflow on Lenovo.com
Adobe Target
Adobe Analytics
CRM
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Lead to Revenue Management(L2RM)
Lead
Generation
Nurturing &
qualification
Sales
process
>
>
L2RM
Source: ForresterrResearch, Inc
Revenue
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Full-Funnel View
Presite
Site
Sales
Impressions
Clicks
Lead Forms Submitted
MQL
SAL
SQL
Opportunity: won
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Market Dynamics in
B2B E-commerce
Catalyzing Change
B2B is just Different
Game On
0
1
0
2
0
3
0
4
01
02
03
04
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B2B buyers expect
consumer-like buying
experiences
1 |Leverage Technology to
power memorable customer
experiences
2 | Make friends with sales3 |
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