John Simpson, Founder and CEO of One North Interactive, shares his insights on the challenges of modern B2B marketing, how things are changing and what we as marketers can do to keep up. From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ySQHBP.

1. Reimagine Marketing
Challenging What We
Know About B2B

2. John Simpson
@johnlsimpson3

3. WHY REIMAGINE
MARKETING?

4. The ‘world’ has changed more in the last two
years than in the past 50.
76%
Source: Adobe Summit 2014

5. My role will change significantly in the next
three years.
81%
Source: Adobe Summit 2014

6. I need to take more risks.
54%
Source: Adobe Summit 2014

7. I want to reinvent myself.
40%
…but I don’t know how to do it.
86%
Source: Adobe Summit 2014

8. WHAT DOES REIMAGINE
MEAN?

9. • Large image slide with logo.

10. • Large image slide with logo.

11. ASSUMPTION
B2B Audiences
Make ‘Rational’
Decisions

12. REIMAGINED
B2B Brands Embrace
Person-to-Person

15. https://www.youtube.com/watch?v=I9IbTd-I5JU

17. Will We Ever Find LOVE?
Source: APCO Insight, www.apcoinsight.com

18. 8 Factors for LOVE
“Our research shows that emotional attachment, not cognitive
differentiation of product attributes, is the most reliable predictor of brand
choice and loyalty."
Source: APCO Insight, www.apcoinsight.com

19. Emotional Linking
Source: APCO Insight, www.apcoinsight.com

20. Personal Values Matter in B2B
B2B buyers see business value in solutions, but not differentiation among
options.
Therefore, personal value matters for both decision and price.
Source: “Forget What You Know – B2B Emotions DO Influence B2B Buying”, Sebastian Vedsted Jesperson

21. A Challenge for B2B
“...most perceptions of B2B brands
are truly based on people’s
experiences of them, not the
messages they see. In the coming
year, B2B brands have a huge
opportunity to take on a new role -
enabling people to experiment with
their future.”
Karl Heiselman, Apple

22. ASSUMPTION
B2B Decisions Are
Based on Price and
Product Attributes

23. REIMAGINED
B2B Aligns With A
Greater Purpose

24. Differentiating Based on Purpose
Forbes Interview with CMO, Rob Price
“Advertising is about frequency and reach. Well, we have 35 million people
coming into stores every week….So if you monetized, if you put into traditional
advertising terms, all of those are exposures or impressions.”
“It’s very large numbers and we’ve decided to harness the energy of the
marketing team in collaboration with IT, Store Operations and Digital.”

25. Reimagining the Drug Store
• CVS Health is a pharmacy
innovation company that is
reinventing pharmacy
• Bound by the common
purpose of helping people
on their path to better
health and shaping the
future of health care

26. Reimagining the Drug Store

27. B2C: Dove Finds a Purpose
“And it recognized there is no stronger way to build an intimate
connection with a woman than to see into her real self, know her
secret thoughts, show that you understand, and tell her that you love
her anyway.”

28. B2B: Cutting through Complexity
KPMG cuts to the core of the challenges facing its clients, and makes
solving those challenges personal. Notice the language they use.
https://www.youtube.com/watch?v=60fK33Lez8Q

29. ASSUMPTION
Social is a Marketing
Channel

31. REIMAGINED
Social Becomes Catalyst
for Marketing &
Innovation

32. Marketing as a Social Innovation
A partnership between GE and cinelan, FOCUS FORWARD commissioned 30
three-minute films from an impressive roster of award-winning international
filmmakers. The creative brief was simple: tell a story about an innovator or a
world-changing idea, and do it in about 180 seconds.
http://www.focusforwardfilms.com/films/30/solar-roadways

33. Even Geeks Can Be Social: IBM

34. Creating the Future Collaboratively
IBM has found a way to
weave itself into our society’s
growth and management.
• Flexible and always
relevant
• Align vision & employees
• Creating the future, not
reacting to it
• Partnered with business
and civic leaders
• Quite simply: “make the
planet smarter”

35. Marketing as a Social Innovation
Time after time, entrepreneurs have
shown that its not necessarily about
being the only one with an earth
shattering idea. Businesses that are
close to their markets maximize their
opportunities for success.

36. How Did You Get Here?
More important than your brilliant idea can be your relationship with your
customer.

37. Social is Enabling Marketing to Backwards Integrate
New models bring clients into the value creation exercises, namely service and
product development.

38. Co-Creation Explosion
Rather than “market its latest features”, SAP includes its customers in the product
development process through its Idea Place.

39. Co-Creation Explosion
Why it works
• Transparency about
the process
• Focused on the right
topics
• Emotionally-linked
contributors

40. Co-Creation Explosion
Leveraging their brand and marketing prowess, P&G’s connect + develop program
looks to partner with businesses and individuals across their operation, not just
product development.

41. ASSUMPTION
Build a Great ‘Product’,
the Rest Will Come

42. REIMAGINED
Not Just a ‘Product’, but
an Experience

43. Every Fall, Planning Begins
In the “TV industrial complex,” companies can command attention of anyone they
choose, whenever they want. Traditional marketing approaches were built on it.

44. Customer First, Prospect Second
(Access to Data) + (Empowered Consumer) = Game Changed
• Ask “How can we better serve and support the
customers we have?”
• Customer-first, prospect-second mindset
Forbes, Peter Shankman

45. Is the “Product” a Piano?
Steinway
understands
‘why’ its clients
buy, and
recognize that
it’s closely tied
to experience.

46. Beating Apple at its Own Game
Secret Sauce
“Technicians are also trained to understand • Measure that facts everything,
don’t matter
– a difficult message for a technician to internalize! quantitatively and qualitatively
• Recognize They that the train beginning
them
to begin by acknowledging the problem and and aligning end of services themselves
is the most
critical to experience
with the customer before they begin troubleshooting. • Plan the entire experience
While this
does not always come naturally, technicians • Engage culture
find employees that doing in the
this
sets expectations more effectively, and reduces the blame shifting
that can occur in these situations.”
Source: http://www.heartofthecustomer.com/tekserve-a-b2b-blueprint/

47. Customer Experience Online/Offline
Accenture defines ‘customer
experience’ as how business
customers and their
skakeholders perceive the
entirety of interactions they
have with a supplier company
across all marketing, sales and
services touchpoints

48. The Market Rewards Customer Experience

49. Focusing on Experience, Clients

50. ASSUMPTION
The Best Relationship
Developers are Born,
Not Made

51. REIMAGINED
Information, Not Just
Instinct, Builds
Relationships

52. Hollywood Is There; Are We?

53. Slamtracker!

54. “Some companies are looking to the
leadership of an emerging c-level role here,
such as the chief experience officer (CXO).
Gartner reports that 19 percent of business
leaders expect to see a chief digital officer by
2014 and 17 percent expect to see a chief data
officer.”
- Accenture
A New Skill Set

55. PRODUCT
Not just a product,
but an experience
PLACE
Social Becomes Catalyst for
Marketing & Innovation
Information, Not Just Instinct,
Builds Relationships
PROMOTION
B2B Brands Embrace
Person-to-Person
B2B Aligns with
a Greater Purpose
PRICE
Customer
Intimacy