According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays B2B marketers, but also explore some of the ways in which SAP is adapting to this 'New Reality’.
8. 29%
of Americans say their phone is
the first and last thing they look
at every day.
PEOPLE ARE ALWAYS CONNECTED.
SOURCE: QUILCOMM
9. The mega trend of the 21st century
is the EMPOWERMENT of people via
connected mobile devices.
- Mary Meeker
10. 50%
of consumers will use 2 or more
devices in their purchase
process.
SITES MUST BE MOBILE-FRIENDLY.
AT LEAST
SOURCE: IBM
11. We as consumers are living in a 24/7
DIGITAL WORLD. And our message to
brands is that if you’re not focused on
that, you’re missing out, you’re going to
be left behind.
- Neal Mohan, VP Display Advertising Google
13. YouTube reaches more US adults ages
18 – 34 than any cable network.
SOURCE: NIELSEN
70%
of YouTube traffic comes
from outside the US.
SOURCE: YOUTUBE
14. 85%
of users say social networks help
them decide what to purchase.
SOURCE: IBM
93%
of marketers are using social
media for business.
SOURCE: BUSINESS INSIDER
15. 62%
of people are more likely to
engage with brands that
integrate social media content
into their owned properties.
SOURCE: MASS RELEVANCE
16. This is the dawn of Generation C.
Where "C" represents a connected
society based on interests and
behavior. Gen C is not an age group --
ITS A WAY OF LIFE.
- Brian Solis, author and digital analyst
17. DIGITAL AND SOCIAL ADOPTION ARE GROWING IN
ASIA, PACIFIC AND JAPAN
10 million new social network
users per month
(Source: SDMW Snapshot, 2013)
554 million mobile users & 143 million
subscribers who accessed internet by
wireless phones in India
(Source: Juxt, 2013)
Social media usage grew 52%
in India in 2012
(Source: eMarketer, 2012)
18. DIGITAL AND SOCIAL ADOPTION ARE GROWING IN
ASIA, PACIFIC AND JAPAN
Internet use at all time high in
South East Asia: 62 million users online;
represents 40% of all APAC users.
(Source: ComScore, 2013)
6 out of 10 social media users in Asia
are connected to a brands via social channels.
(Source: Social Media Around the World Study, 2012)
70% of first-time Internet users in China
surf the web on a mobile device.
(Source: CNNIC, 2013)
19. IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.
THIS CHANGES THE RULE FOR MARKETERS.
(Source: Nielson 2013)
24. 57%
of the buying process
is completed before a first
interaction with sales.
SOURCE: CORPORATE EXECUTIVE BOARD
25. “The only way to
consistently grow in
B2B is to be BETTER
THAN VERY GOOD”
- Seth Godin, author
26. Use this title slide only with an image
Today’s B2B Buying Behavior
66%-90%
(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)
B2B buyers conduct heavy
research in the early stage. They
are ‘done’ by the time they
contact vendors¹.
27. Use this title slide only with an image
Today’s B2B Buying Behavior
And they trust these sources²:
(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)
Independent
White Papers 64.4%
Peers Referral 51.1%
Trials / Demos 42.2%
Analyst Reports 37.8%
28. Use this title slide only with an image
Where are todays CXO’s going for information and advice?
More than half (61 percent)
of buyers consult third-
party sources before
consulting a company’s
salesforce¹
Senior management holds
35% purchase decision
power and they assign the
early research work to their
mid level managers and
team²
CIOs are more likely to
consider new vendor and
prefer LinkedIn as the
social channel³
B2B CXO Buyers Behaviors
25%
search on
Internet
22%
call an
industry peer
20%
call an
industry analyst
(Source: Sirius Decisions – Inbound Marketing Demystified: Data from the Field | ¹Avanade Global Survey: B2B is the New B2C |
²TechTarget Marketing Strategies vs. IT Buyer Demands | ³Tech Target Profiling Today’s CIO)
29. Use this title slide only with an image
(Source: CMO Council “Better Lead Yield in the Content Marketing Field”)
B2B Buyers Don’t Trust Vendor’s Content
are the percentages of respondents who
name content from professional groups
vs. vendors as highly trusted.
67% 9%VS.
30. Use this title slide only with an image
(Source: CMO Council “Better Lead Yield in the Content Marketing Field”)
Instead, what they typically get:
B2B Buyers Don’t Trust Vendor’s Content
Too many
requirements for
downloading
50%
Blatantly
promotional &
self-serving
43%
Non-substantive
and uninformed
content
34%
What they want most from online content:
Breadth & in-
depth
information
47%
Ease of access,
understanding &
readability
44%
Originality of
thinking & ideas39%
31. 86%
of customers are willing
to pay more
for a better customer
experience.
SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
32. - Doug Kessler, Velocity Partners
Traditional marketing talks at
people. Content marketing
talks WITH them.
34. What does CONTENT mean to me?
The definition has five components:
– The Word Factory
Content is the presentation of information
for a purpose to an audience through a
channel in a form
What is the idea you are sending out?
Why are we doing this?
Who is our intended consumer for this content?
How will we get our content to our audience?
How will our communication be rendered in its final
form?
INFORMATION
PURPOSE
AUDIENCE
CHANNEL
FORM
35. CONTENT MARKETING:
Create SOCIAL OBJECTS.
The Social Object, in a nutshell, is the
reason two people are talking to each other, as
opposed to talking to somebody else.
– Hugh Macleod
36. CONTENT MARKETING:
Create SOCIAL OBJECTS.
Social objects bind us together. The more
important a social object is to us, the stronger
it'll bind us to others who also hold that social
object”…”we change our behavior because of
social objects.
– Kyle Mathews
37. - Jay Baer, YOUTILITY
Social is the gasoline that
fuels content.
42. What?
What are people talking about?
When?
When did they talk about it?
Where?
Where do these conversations occur?
Who?
Who is talking?
Why?
Why are they talking about it?
LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS
5Ws of Social Intelligence
Harnessing the Small Data
UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS
44. COMPANIES SOCIAL STRATEGIES ARE MISALIGNED
Only 34% of businesses feel that
their social strategy is connected
to business outcomes.
34%
Just 28% of companies studied feel
that they have a holistic approach to
social media, where lines of business
and business functions work together
under a common vision.
28%
Only half said that top
executives were “informed,
engaged and aligned with their
companies’ social strategy."
50%
SOURCE: ALTIMETER GROUP
45. WHAT ARE THEY THINKING ABOUT?
MIND OF THE CONSUMER
“How do I buy”?
“That’s a interesting new
product”
“Who else makes one of these?”
“Cool commercial”
“I cant get this to work”“This is a really cool feature”
“It would be cool if product x
could do this”
“Maybe I should consider
brand x?”
“I really value the opinion of
tastemaker x”
“I wish companies would
care more about…?
“I wonder what my friends think of
this product?”
“I need something new”
47. The real issue is making sense of big
data and finding patterns in it that help
organizations make better business
decisions.
SMALL DATA
SOURCE: GARTNER
49. 68%
of companies do not
have a stated Business
Intelligence/Analytics
strategy.
SOURCE: IDC
50. BUILD A DIGITAL SOCIAL LISTENING POST
CHANNELING SOCIAL MEDIA
CREATE A PLACE FOR DECISION MAKING WITH ALL
PERTINENT DATA AT YOUR FINGERTIPS
• What crises are emerging?
• How are my in-flight campaigns?
• Is my social sentiment tracking w/ sales?
• Do we need to engage with them?
51. Who said it? Brian Solis
It’s now your obligation to
study how, where & why
customers are connecting
and how they are
making
& influencing
decisions.
54. Source: Caroline Winnett and Andrew Pohlmann of The Nielsen Company
90%
of purchasing decisions
are made
subconsciously.
55. 83%
of the impact on the brain of
information from the senses
during a visual presentation.
Sight makes up
Source: The Definitive Book of Body Language
Taste makes up 1%,
Hearing makes up 11%,
Smell 3%, and
Touch 2%
63. We've made big bet on social at SAP.
We infuse social in everything we do,
from how we decide what solutions to
build, to how we market/sell them
- Jonathan Becker, SAP CMO
65. What’s Important in 2014 AND BEYOND?
Five Pillars of Marketing Transformation
2. HUMANIZE THE SAP BRAND
5. TIGHTEN LINKS TO THE BUSINESS
4. DEVELOP “PULL” MARKETING
3. INVEST IN PEOPLE
1. SIMPLIFY MARKETING
67. SAP has quietly built a
B2B social media juggernaut.
- Drew Neisser, Fast Company
68. Community
Network
2 millionunique visitors each month
700+community moderators
46%net promoter score (NPS)
400+SCN topic spaces
750blogs per month
230+countries & territories
12 millionSCN newsletters delivered in 2012
155 millionpage views in 2012
30,000contributors in 2012
3,000+Posts a day
77. THE DIGITAL SOCIAL LISTENING POST
SAP SOCIAL MEDIA ANALYTICS
• What crises are emerging?
• How are my in-flight campaigns?
• Is my social sentiment tracking w/ sales?
• Do we need to engage with them?
A PLACE FOR DECISION MAKING WITH
ALL PERTINENT DATA AT YOUR
FINGERTIPS
80. Five pillars for creating great CONTENT
The definition has five components:
– The Word Factory
Content is the presentation of information
for a purpose to an audience through a
channel in a form
What is the idea you are sending out?
Why are we doing this?
Who is our intended consumer for this content?
How will we get our content to our audience?
How will our communication be rendered in its final
form?
INFORMATION
PURPOSE
AUDIENCE
CHANNEL
FORM