SlideShare ist ein Scribd-Unternehmen logo
1 von 88
Downloaden Sie, um offline zu lesen
©  2012 SAP AG. All rights reserved. 1
B2B CONTENT MARKETING
The Power Of Emotions
Based Marketing
Content 360 Conference
3rd of April, 2014 | InterContinental Singapore
Nicholas Kontopoulos
Global Head of Strategic Marketing Programs,
Customer LoB Solutions at SAP Cloud
MY OBJECTIVE TODAY IS TO EXPLORE…
CONFIDENTIAL
THE IMPACT
DIGITAL CUSTOMERS
ARE HAVING ON
OUR ENTERPRISES
The Good Old Days
THERE HAS BEEN A
They are now armed to the teeth.
Customers Are
No Longer Passive
MobilityRich ContentSocial Always On
WE LIVE IN A WORLD OF
DIGITAL IMMERSION
29%
of Americans say their phone is
the first and last thing they look
at every day.
PEOPLE ARE ALWAYS CONNECTED.
SOURCE: QUILCOMM
The mega trend of the 21st century
is the EMPOWERMENT of people via
connected mobile devices.
- Mary Meeker
50%
of consumers will use 2 or more
devices in their purchase
process.
SITES MUST BE MOBILE-FRIENDLY.
AT LEAST
SOURCE: IBM
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
EVANTUBE HD
ENGAGING THE
BUYERS OF
TOMORROW
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
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
62%
of people are more likely to
engage with brands that
integrate social media content
into their owned properties.
SOURCE: MASS RELEVANCE
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
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)
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)
IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.
THIS CHANGES THE RULE FOR MARKETERS.
(Source: Nielson 2013)
COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.
19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel
Awareness
Interest
Desire
Action
SHARE RESEARCH
SHOP
PURCHASETRIGGER EVENT
COMPARE
CUSTOMERS REQUIRE A NEW
21ST CENTURY ENGAGEMENT MODEL
DRIVEN BY SOCIAL
CUSTOMERS
ARE NOW
IN CHARGE
A PARADIGM SHIFT HAS OCCURRED!
57%
of the buying process
is completed before a first
interaction with sales.
SOURCE: CORPORATE EXECUTIVE BOARD
“The only way to
consistently grow in
B2B is to be BETTER
THAN VERY GOOD”
- Seth Godin, author
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.
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%
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)
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.
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%
86%
of customers are willing
to pay more
for a better customer
experience.
SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
- Doug Kessler, Velocity Partners
Traditional marketing talks at
people. Content marketing
talks WITH them.
CREATING IT IS EASY,
OR IS IT
CONTENT
MARKETING
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
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
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
- Jay Baer, YOUTILITY
Social is the gasoline that
fuels content.
LISTEN.
- Jonathan Midenhall
Amazing things happen
when you LISTEN to the
consumer.
Cracking jokes and
pinning puppy pictures
will get you only so far.
DO YOU
REALLY
LIKE ME?
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
ENTERPRISES ARE STRUGGLING WITH
SOCIAL MEDIA CHANNELS
VOLUME
VELOCITY
VARIETY
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
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”
©  2011 SAP AG. All rights reserved. 46
HOW DO PEOPLE FEEL?
Is overall sentiment positive,
negative, or neutral?
What’s the net sentiment?
How passionate are our customers?
What is the share of buzz compared to
our competitors?
I want one…
It hurts
my eyes!
Poor battery
life…
Lack of hot
games…
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
©  2011 SAP AG. All rights reserved. 48
I want one…
Poor battery
life…
DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME
Natural Language Processing Engine
It hurts
my eyes!
Lack of hot
games…
NLP engine filters and determines emotions (like, dislike),
behaviors (want, buy, return), intensity and net sentiment.
68%
of companies do not
have a stated Business
Intelligence/Analytics
strategy.
SOURCE: IDC
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?
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.
Emotions drive
decisions
We need to hit them in
the gut.
Source: Caroline Winnett and Andrew Pohlmann of The Nielsen Company
90%
of purchasing decisions
are made
subconsciously.
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%
100,000
By marketing to
the subconscious
mind, your message is
more than
times more
likely to stick.
Unfortunately,
marketing
campaigns can
miss the mark due
to a simple lack of
understanding of
the subconscious
mind.
To maximize results,
your marketing needs
to evoke an
emotional response
in your prospective
client's heart and
mind.
Try to create a holistic sensory experience.
The greater range of sensory impact
your marketing creates, the greater the
chance you’re going to connect on a
deeper level with your audience.
- Ann Handley
Make the customer the
HERO of your story.
CASE STUDIES
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
@ SAP
DIGITAL, SOCIAL
AND COMMUNITIES
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
Humanizing the Brand
SAP has quietly built a
B2B social media juggernaut.
- Drew Neisser, Fast Company
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
50M+VISITORS IN 2012
70COUNTRIES
40LANGUAGES
590,000ONLINE LEADS
•  Communities
•  Blogs
•  Social Media Channels
•  Mobile
Social Listening @ SAP
Engaging today’s digital natives
277%
more effective for lead
generation than Facebook and
Twitter.
SOURCE: TOP DOG SOCIAL MEDIA
LinkedIn is
B2B Content Marketing: the power of emotions based marketing
KEY TAKEAWAYS
There is
no single
silver bullet
solution
Social media is about
SOCIOLOGY and PSYCHOLOGY
more than technology.
- Brian Solis
LISTEN.
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
©  2012 SAP AG. All rights reserved. 78Confidential
Different Perspective
Purchase behavior
is heavily
influenced by
emotions.
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
Adapt or Die
Engage at the point
of awareness
Stop telling, start listening
predict & influence behavior.
Respond quickly.
Guide customers
through their
journey
Understand their needs & desires.
Earn advisor status.
Help them.
Create loyal brand
advocates
Make every conversation count.
Create amazing experiences.
Deliver relevant & timely offers.
B2B Content Marketing: the power of emotions based marketing
- Brian Solis, author and digital analyst
DIGITAL DARWINISM:
When technology and society evolve
faster than the ability for companies to
adapt.
about.me/nicholask71
Feel free to connect with me at :
Nicholas.kontopoulos@sap.com
#nicholask71
http://sg.linkedin.com/in/nicholaskontopoulos
© 2013 SAP AG. All rights reserved.
THANK YOU!

Weitere ähnliche Inhalte

Was ist angesagt?

What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
 
Jamie Anderson - From ”CRM” to the Customer Managed Relationship
Jamie Anderson - From ”CRM” to theCustomer Managed RelationshipJamie Anderson - From ”CRM” to theCustomer Managed Relationship
Jamie Anderson - From ”CRM” to the Customer Managed RelationshipBert Evens
 
The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun...
 The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun... The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun...
The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun...Brian Solis
 
Transforming Your Digital Commerce Business
Transforming Your Digital Commerce BusinessTransforming Your Digital Commerce Business
Transforming Your Digital Commerce BusinessSAP Customer Experience
 
What's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful ExperiencesWhat's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful ExperiencesOgilvy Consulting
 
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...Marketo
 
[Earley] Building a Successful Digital Transformation Roadmap
[Earley] Building a Successful Digital Transformation Roadmap[Earley] Building a Successful Digital Transformation Roadmap
[Earley] Building a Successful Digital Transformation RoadmapDuy, Vo Hoang
 
East African Business Summit - business model session
East African Business Summit - business model sessionEast African Business Summit - business model session
East African Business Summit - business model sessionAlexander Osterwalder
 
Drive business growth through successful CX
Drive business growth through successful CXDrive business growth through successful CX
Drive business growth through successful CXKin + Carta Connect
 
Digital Customer Experience
Digital Customer ExperienceDigital Customer Experience
Digital Customer ExperienceColumbia Road
 
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CESBrian Solis
 
Future of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doFuture of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doKantar
 
PSFK presents the Mobile Commerce Playbook
PSFK presents the Mobile Commerce PlaybookPSFK presents the Mobile Commerce Playbook
PSFK presents the Mobile Commerce PlaybookPSFK
 
Cracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCalabrio
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-SuiteCalabrio
 
Omni Channel - Seamless engagement of customers across all touchpoints
Omni Channel - Seamless engagement of customers across all touchpointsOmni Channel - Seamless engagement of customers across all touchpoints
Omni Channel - Seamless engagement of customers across all touchpointsAndreas Penkert
 

Was ist angesagt? (20)

What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...
 
Jamie Anderson - From ”CRM” to the Customer Managed Relationship
Jamie Anderson - From ”CRM” to theCustomer Managed RelationshipJamie Anderson - From ”CRM” to theCustomer Managed Relationship
Jamie Anderson - From ”CRM” to the Customer Managed Relationship
 
The Measure of Customer Experience
The Measure of Customer ExperienceThe Measure of Customer Experience
The Measure of Customer Experience
 
The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun...
 The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun... The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun...
The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Fun...
 
Omnichannel CX and Digital Transformation
Omnichannel CX and Digital TransformationOmnichannel CX and Digital Transformation
Omnichannel CX and Digital Transformation
 
Transforming Your Digital Commerce Business
Transforming Your Digital Commerce BusinessTransforming Your Digital Commerce Business
Transforming Your Digital Commerce Business
 
What's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful ExperiencesWhat's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful Experiences
 
Transform the way you market at social scale
Transform the way you market at social scaleTransform the way you market at social scale
Transform the way you market at social scale
 
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
Customers Are Your Prospects, Too: Unlock the Secrets to Keeping Customers Ha...
 
[Earley] Building a Successful Digital Transformation Roadmap
[Earley] Building a Successful Digital Transformation Roadmap[Earley] Building a Successful Digital Transformation Roadmap
[Earley] Building a Successful Digital Transformation Roadmap
 
East African Business Summit - business model session
East African Business Summit - business model sessionEast African Business Summit - business model session
East African Business Summit - business model session
 
Drive business growth through successful CX
Drive business growth through successful CXDrive business growth through successful CX
Drive business growth through successful CX
 
Digital Customer Experience
Digital Customer ExperienceDigital Customer Experience
Digital Customer Experience
 
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
 
Future of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doFuture of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we do
 
PSFK presents the Mobile Commerce Playbook
PSFK presents the Mobile Commerce PlaybookPSFK presents the Mobile Commerce Playbook
PSFK presents the Mobile Commerce Playbook
 
Cracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer Loyalty
 
cx_paradigm_5
cx_paradigm_5cx_paradigm_5
cx_paradigm_5
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-Suite
 
Omni Channel - Seamless engagement of customers across all touchpoints
Omni Channel - Seamless engagement of customers across all touchpointsOmni Channel - Seamless engagement of customers across all touchpoints
Omni Channel - Seamless engagement of customers across all touchpoints
 

Andere mochten auch

Maximize how you individualize: because the journey matters.
Maximize how you individualize: because the journey matters.Maximize how you individualize: because the journey matters.
Maximize how you individualize: because the journey matters.SAP Customer Experience
 
Re-Defining CRM: It's All About Customer Engagement
Re-Defining CRM: It's All About Customer EngagementRe-Defining CRM: It's All About Customer Engagement
Re-Defining CRM: It's All About Customer EngagementSAP Customer Experience
 
The Emotions The Make Content Marketing Campaigns Go Viral
The Emotions The Make Content Marketing Campaigns Go ViralThe Emotions The Make Content Marketing Campaigns Go Viral
The Emotions The Make Content Marketing Campaigns Go ViralFractl
 
What is a Fully Engaged Customer? 12 Top Experts Weigh In.
What is a Fully Engaged Customer? 12 Top Experts Weigh In.What is a Fully Engaged Customer? 12 Top Experts Weigh In.
What is a Fully Engaged Customer? 12 Top Experts Weigh In.SAP Customer Experience
 
B2b customer engagement
B2b customer engagementB2b customer engagement
B2b customer engagementShane Redding
 
The Human Customer: B2B's Great Migration to Customer Experience in Digital
The Human Customer: B2B's Great Migration to Customer Experience in DigitalThe Human Customer: B2B's Great Migration to Customer Experience in Digital
The Human Customer: B2B's Great Migration to Customer Experience in DigitalRightpoint
 
The B2B Buyers Journey Sales Guide eBook
The B2B Buyers Journey Sales Guide eBookThe B2B Buyers Journey Sales Guide eBook
The B2B Buyers Journey Sales Guide eBookMark Gibson
 
CEM Asia Summit: Design Thinking Workshop
CEM Asia Summit: Design Thinking WorkshopCEM Asia Summit: Design Thinking Workshop
CEM Asia Summit: Design Thinking WorkshopSAP Customer Experience
 
B2B Customer Journey & Marketing ROI
B2B Customer Journey & Marketing ROIB2B Customer Journey & Marketing ROI
B2B Customer Journey & Marketing ROIMike Connor
 
The B2B Buying Journey
The B2B Buying JourneyThe B2B Buying Journey
The B2B Buying JourneyTodd Ebert
 
B2B Sales Enablement & The Customer Journey
B2B Sales Enablement & The Customer JourneyB2B Sales Enablement & The Customer Journey
B2B Sales Enablement & The Customer JourneyMike Connor
 
Digitally Empowered Customer Experience
Digitally Empowered Customer ExperienceDigitally Empowered Customer Experience
Digitally Empowered Customer ExperienceTieto Corporation
 
David Moore - Customer Engagement and Commerce: The Evolution of CRM
David Moore - Customer Engagement and Commerce: The Evolution of CRMDavid Moore - Customer Engagement and Commerce: The Evolution of CRM
David Moore - Customer Engagement and Commerce: The Evolution of CRMleahcenta
 
Demystifying the Customer Decision Journey
Demystifying the Customer Decision JourneyDemystifying the Customer Decision Journey
Demystifying the Customer Decision JourneyBeachhead Marketing
 
Gene Joswick “A B2B Journey”
Gene Joswick  “A B2B Journey”Gene Joswick  “A B2B Journey”
Gene Joswick “A B2B Journey”Elemica
 
Building a B2B Marketing Flywheel
Building a B2B Marketing FlywheelBuilding a B2B Marketing Flywheel
Building a B2B Marketing FlywheelTodd Ebert
 
Masterclass - B2B Customer journey
Masterclass - B2B Customer journeyMasterclass - B2B Customer journey
Masterclass - B2B Customer journeyB2B Marketing Forum
 

Andere mochten auch (20)

Maximize how you individualize: because the journey matters.
Maximize how you individualize: because the journey matters.Maximize how you individualize: because the journey matters.
Maximize how you individualize: because the journey matters.
 
Re-Defining CRM: It's All About Customer Engagement
Re-Defining CRM: It's All About Customer EngagementRe-Defining CRM: It's All About Customer Engagement
Re-Defining CRM: It's All About Customer Engagement
 
Aligning Content to the B2B Buyer's Journey
Aligning Content to the B2B Buyer's JourneyAligning Content to the B2B Buyer's Journey
Aligning Content to the B2B Buyer's Journey
 
The Emotions The Make Content Marketing Campaigns Go Viral
The Emotions The Make Content Marketing Campaigns Go ViralThe Emotions The Make Content Marketing Campaigns Go Viral
The Emotions The Make Content Marketing Campaigns Go Viral
 
What is a Fully Engaged Customer? 12 Top Experts Weigh In.
What is a Fully Engaged Customer? 12 Top Experts Weigh In.What is a Fully Engaged Customer? 12 Top Experts Weigh In.
What is a Fully Engaged Customer? 12 Top Experts Weigh In.
 
B2b customer engagement
B2b customer engagementB2b customer engagement
B2b customer engagement
 
The Human Customer: B2B's Great Migration to Customer Experience in Digital
The Human Customer: B2B's Great Migration to Customer Experience in DigitalThe Human Customer: B2B's Great Migration to Customer Experience in Digital
The Human Customer: B2B's Great Migration to Customer Experience in Digital
 
The B2B Buyers Journey Sales Guide eBook
The B2B Buyers Journey Sales Guide eBookThe B2B Buyers Journey Sales Guide eBook
The B2B Buyers Journey Sales Guide eBook
 
CEM Asia Summit: Design Thinking Workshop
CEM Asia Summit: Design Thinking WorkshopCEM Asia Summit: Design Thinking Workshop
CEM Asia Summit: Design Thinking Workshop
 
B2B Customer Journey & Marketing ROI
B2B Customer Journey & Marketing ROIB2B Customer Journey & Marketing ROI
B2B Customer Journey & Marketing ROI
 
The B2B Buying Journey
The B2B Buying JourneyThe B2B Buying Journey
The B2B Buying Journey
 
B2B Sales Enablement & The Customer Journey
B2B Sales Enablement & The Customer JourneyB2B Sales Enablement & The Customer Journey
B2B Sales Enablement & The Customer Journey
 
Digitally Empowered Customer Experience
Digitally Empowered Customer ExperienceDigitally Empowered Customer Experience
Digitally Empowered Customer Experience
 
David Moore - Customer Engagement and Commerce: The Evolution of CRM
David Moore - Customer Engagement and Commerce: The Evolution of CRMDavid Moore - Customer Engagement and Commerce: The Evolution of CRM
David Moore - Customer Engagement and Commerce: The Evolution of CRM
 
Demystifying the Customer Decision Journey
Demystifying the Customer Decision JourneyDemystifying the Customer Decision Journey
Demystifying the Customer Decision Journey
 
Gene Joswick “A B2B Journey”
Gene Joswick  “A B2B Journey”Gene Joswick  “A B2B Journey”
Gene Joswick “A B2B Journey”
 
Building a B2B Marketing Flywheel
Building a B2B Marketing FlywheelBuilding a B2B Marketing Flywheel
Building a B2B Marketing Flywheel
 
Marketing Best Practices for High Tech
Marketing Best Practices for High TechMarketing Best Practices for High Tech
Marketing Best Practices for High Tech
 
Social Customer Experience Management
Social Customer Experience ManagementSocial Customer Experience Management
Social Customer Experience Management
 
Masterclass - B2B Customer journey
Masterclass - B2B Customer journeyMasterclass - B2B Customer journey
Masterclass - B2B Customer journey
 

Ähnlich wie B2B Content Marketing: the power of emotions based marketing

Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...
Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...
Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...Clive Maclean
 
From Social Media to Social business Ben Foster Ketchum Digital
From Social Media to Social business Ben Foster Ketchum DigitalFrom Social Media to Social business Ben Foster Ketchum Digital
From Social Media to Social business Ben Foster Ketchum DigitalKetchum Digital
 
Dallas retail Summit - Succeeding in the Infinite Marketing Future
Dallas retail Summit - Succeeding in the Infinite Marketing Future Dallas retail Summit - Succeeding in the Infinite Marketing Future
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
 
Future branding and VR
Future branding and VRFuture branding and VR
Future branding and VRVividlyapp
 
7 social media trends for consumers new research social media examiner
7 social media trends for consumers new research   social media examiner7 social media trends for consumers new research   social media examiner
7 social media trends for consumers new research social media examinerNiladri Dutta
 
The Value of Social Media in B2B
The Value of Social Media in B2B The Value of Social Media in B2B
The Value of Social Media in B2B Babcock Jenkins
 
A GUIDE TO SURVIVING A FICTION INFUSED FUTURE
A GUIDE TO SURVIVING A FICTION INFUSED FUTUREA GUIDE TO SURVIVING A FICTION INFUSED FUTURE
A GUIDE TO SURVIVING A FICTION INFUSED FUTUREMiel Van Opstal
 
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran IdeaPeran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran IdeaTeguh Andoria
 
Wikibrands Social Media Week
Wikibrands Social Media WeekWikibrands Social Media Week
Wikibrands Social Media WeekWikibrands
 
2014 Marketing Trends & Opportunities
2014 Marketing Trends & Opportunities2014 Marketing Trends & Opportunities
2014 Marketing Trends & OpportunitiesTyler Durbin
 
LSA15: State of the Association (Neg Norton)
LSA15: State of the Association (Neg Norton)LSA15: State of the Association (Neg Norton)
LSA15: State of the Association (Neg Norton)Localogy
 
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...
Rx for Ad Agencies Suffering From Direct,  Digital and Social Media Confusion...Rx for Ad Agencies Suffering From Direct,  Digital and Social Media Confusion...
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
 
Engage Customers like Never Before
Engage Customers like Never BeforeEngage Customers like Never Before
Engage Customers like Never BeforeJamie Anderson
 
A Guide to Surviving a Fiction Infused Future
A Guide to Surviving a Fiction Infused FutureA Guide to Surviving a Fiction Infused Future
A Guide to Surviving a Fiction Infused FutureMiel Van Opstal
 
(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in...
(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in...(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in...
(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in...Graham Brown
 
Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Ma...
Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Ma...Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Ma...
Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Ma...Sean Moffitt
 
Digital Marketing Analytics: Book Review
Digital Marketing Analytics: Book ReviewDigital Marketing Analytics: Book Review
Digital Marketing Analytics: Book ReviewKendall Matthews
 

Ähnlich wie B2B Content Marketing: the power of emotions based marketing (20)

6.10.14
6.10.14 6.10.14
6.10.14
 
Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...
Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...
Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...
 
From Social Media to Social business Ben Foster Ketchum Digital
From Social Media to Social business Ben Foster Ketchum DigitalFrom Social Media to Social business Ben Foster Ketchum Digital
From Social Media to Social business Ben Foster Ketchum Digital
 
Dallas retail Summit - Succeeding in the Infinite Marketing Future
Dallas retail Summit - Succeeding in the Infinite Marketing Future Dallas retail Summit - Succeeding in the Infinite Marketing Future
Dallas retail Summit - Succeeding in the Infinite Marketing Future
 
Future branding and VR
Future branding and VRFuture branding and VR
Future branding and VR
 
7 social media trends for consumers new research social media examiner
7 social media trends for consumers new research   social media examiner7 social media trends for consumers new research   social media examiner
7 social media trends for consumers new research social media examiner
 
The Value of Social Media in B2B
The Value of Social Media in B2B The Value of Social Media in B2B
The Value of Social Media in B2B
 
A GUIDE TO SURVIVING A FICTION INFUSED FUTURE
A GUIDE TO SURVIVING A FICTION INFUSED FUTUREA GUIDE TO SURVIVING A FICTION INFUSED FUTURE
A GUIDE TO SURVIVING A FICTION INFUSED FUTURE
 
2010 06-29 introduction ss
2010 06-29 introduction ss2010 06-29 introduction ss
2010 06-29 introduction ss
 
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran IdeaPeran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
Peran Social Media Dalam Business dan Dampaknya Untuk Penyebaran Idea
 
Wikibrands Social Media Week
Wikibrands Social Media WeekWikibrands Social Media Week
Wikibrands Social Media Week
 
2014 Marketing Trends & Opportunities
2014 Marketing Trends & Opportunities2014 Marketing Trends & Opportunities
2014 Marketing Trends & Opportunities
 
LSA15: State of the Association (Neg Norton)
LSA15: State of the Association (Neg Norton)LSA15: State of the Association (Neg Norton)
LSA15: State of the Association (Neg Norton)
 
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...
Rx for Ad Agencies Suffering From Direct,  Digital and Social Media Confusion...Rx for Ad Agencies Suffering From Direct,  Digital and Social Media Confusion...
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...
 
Engage Customers like Never Before
Engage Customers like Never BeforeEngage Customers like Never Before
Engage Customers like Never Before
 
A Guide to Surviving a Fiction Infused Future
A Guide to Surviving a Fiction Infused FutureA Guide to Surviving a Fiction Infused Future
A Guide to Surviving a Fiction Infused Future
 
(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in...
(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in...(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in...
(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in...
 
10 Digital Communication Trends for 2018 and Beyond
10 Digital Communication Trends for 2018 and Beyond10 Digital Communication Trends for 2018 and Beyond
10 Digital Communication Trends for 2018 and Beyond
 
Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Ma...
Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Ma...Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Ma...
Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Ma...
 
Digital Marketing Analytics: Book Review
Digital Marketing Analytics: Book ReviewDigital Marketing Analytics: Book Review
Digital Marketing Analytics: Book Review
 

Mehr von SAP Customer Experience

See Your Business Take Off with SAP® Leonardo
See Your Business Take Off with SAP® LeonardoSee Your Business Take Off with SAP® Leonardo
See Your Business Take Off with SAP® LeonardoSAP Customer Experience
 
Personalization through Contextual Marketing
Personalization through Contextual MarketingPersonalization through Contextual Marketing
Personalization through Contextual MarketingSAP Customer Experience
 
Omnichannel Master Class with TJ Chandler, Pragmatist
Omnichannel Master Class with TJ Chandler, PragmatistOmnichannel Master Class with TJ Chandler, Pragmatist
Omnichannel Master Class with TJ Chandler, PragmatistSAP Customer Experience
 
Omnichannel and the Future: Master Class with Anders Sörman-Nilsson
Omnichannel and the Future: Master Class with Anders Sörman-NilssonOmnichannel and the Future: Master Class with Anders Sörman-Nilsson
Omnichannel and the Future: Master Class with Anders Sörman-NilssonSAP Customer Experience
 
Engaging the Digital Connected Customer - with Albert Yip
Engaging the Digital Connected Customer - with Albert Yip Engaging the Digital Connected Customer - with Albert Yip
Engaging the Digital Connected Customer - with Albert Yip SAP Customer Experience
 
How to create a frictionless customer experience
How to create a frictionless customer experienceHow to create a frictionless customer experience
How to create a frictionless customer experienceSAP Customer Experience
 
The Perfect Store Execution (Picture of Success)
The Perfect Store Execution (Picture of Success)The Perfect Store Execution (Picture of Success)
The Perfect Store Execution (Picture of Success)SAP Customer Experience
 
The Consumer-Driven Digital Economy: Creating value in a digital world where ...
The Consumer-Driven Digital Economy: Creating value in a digital world where ...The Consumer-Driven Digital Economy: Creating value in a digital world where ...
The Consumer-Driven Digital Economy: Creating value in a digital world where ...SAP Customer Experience
 
How to create Magic Moments for your customers with Process Mining
How to create Magic Moments for your customers with Process MiningHow to create Magic Moments for your customers with Process Mining
How to create Magic Moments for your customers with Process MiningSAP Customer Experience
 
Empower Store Associates with Mobile Apps to Reinvent the In-Store Experience
Empower Store Associates with Mobile Apps to Reinvent the In-Store ExperienceEmpower Store Associates with Mobile Apps to Reinvent the In-Store Experience
Empower Store Associates with Mobile Apps to Reinvent the In-Store ExperienceSAP Customer Experience
 
Unleash Your B2X Potential with Flieger Plug & Play Based on SAP Hybris Solut...
Unleash Your B2X Potential with Flieger Plug & Play Based on SAP Hybris Solut...Unleash Your B2X Potential with Flieger Plug & Play Based on SAP Hybris Solut...
Unleash Your B2X Potential with Flieger Plug & Play Based on SAP Hybris Solut...SAP Customer Experience
 
Data-Driven Desicision-Making with Mindray Medical International Co.
Data-Driven Desicision-Making with Mindray Medical International Co.Data-Driven Desicision-Making with Mindray Medical International Co.
Data-Driven Desicision-Making with Mindray Medical International Co.SAP Customer Experience
 
Protect Sponsorship Business Value by Measuring What You Pay For
Protect Sponsorship Business Value by Measuring What You Pay ForProtect Sponsorship Business Value by Measuring What You Pay For
Protect Sponsorship Business Value by Measuring What You Pay ForSAP Customer Experience
 
Monetizing Microsoft High Volume Revenue using SAP Hybris Billing
Monetizing Microsoft High Volume Revenue using SAP Hybris BillingMonetizing Microsoft High Volume Revenue using SAP Hybris Billing
Monetizing Microsoft High Volume Revenue using SAP Hybris BillingSAP Customer Experience
 
Grupo DIA advancing digital transformation
Grupo DIA advancing digital transformationGrupo DIA advancing digital transformation
Grupo DIA advancing digital transformationSAP Customer Experience
 
Grupo DIA advancing digital transformation
Grupo DIA advancing digital transformationGrupo DIA advancing digital transformation
Grupo DIA advancing digital transformationSAP Customer Experience
 
Fuel Trusted Customer Relationships with Personalization, Preference & Privacy
Fuel Trusted Customer Relationships with Personalization, Preference & PrivacyFuel Trusted Customer Relationships with Personalization, Preference & Privacy
Fuel Trusted Customer Relationships with Personalization, Preference & PrivacySAP Customer Experience
 
Improve Customer Experience in the Cognitive and 5G Era
Improve Customer Experience in the Cognitive and 5G EraImprove Customer Experience in the Cognitive and 5G Era
Improve Customer Experience in the Cognitive and 5G EraSAP Customer Experience
 

Mehr von SAP Customer Experience (20)

See Your Business Take Off with SAP® Leonardo
See Your Business Take Off with SAP® LeonardoSee Your Business Take Off with SAP® Leonardo
See Your Business Take Off with SAP® Leonardo
 
The Top Trends Shaping CX in 2019
The Top Trends Shaping CX in 2019The Top Trends Shaping CX in 2019
The Top Trends Shaping CX in 2019
 
Personalization through Contextual Marketing
Personalization through Contextual MarketingPersonalization through Contextual Marketing
Personalization through Contextual Marketing
 
Omnichannel Master Class with TJ Chandler, Pragmatist
Omnichannel Master Class with TJ Chandler, PragmatistOmnichannel Master Class with TJ Chandler, Pragmatist
Omnichannel Master Class with TJ Chandler, Pragmatist
 
Omnichannel and the Future: Master Class with Anders Sörman-Nilsson
Omnichannel and the Future: Master Class with Anders Sörman-NilssonOmnichannel and the Future: Master Class with Anders Sörman-Nilsson
Omnichannel and the Future: Master Class with Anders Sörman-Nilsson
 
Engaging the Digital Connected Customer - with Albert Yip
Engaging the Digital Connected Customer - with Albert Yip Engaging the Digital Connected Customer - with Albert Yip
Engaging the Digital Connected Customer - with Albert Yip
 
How to create a frictionless customer experience
How to create a frictionless customer experienceHow to create a frictionless customer experience
How to create a frictionless customer experience
 
The Perfect Store Execution (Picture of Success)
The Perfect Store Execution (Picture of Success)The Perfect Store Execution (Picture of Success)
The Perfect Store Execution (Picture of Success)
 
The Consumer-Driven Digital Economy: Creating value in a digital world where ...
The Consumer-Driven Digital Economy: Creating value in a digital world where ...The Consumer-Driven Digital Economy: Creating value in a digital world where ...
The Consumer-Driven Digital Economy: Creating value in a digital world where ...
 
How to create Magic Moments for your customers with Process Mining
How to create Magic Moments for your customers with Process MiningHow to create Magic Moments for your customers with Process Mining
How to create Magic Moments for your customers with Process Mining
 
Empower Store Associates with Mobile Apps to Reinvent the In-Store Experience
Empower Store Associates with Mobile Apps to Reinvent the In-Store ExperienceEmpower Store Associates with Mobile Apps to Reinvent the In-Store Experience
Empower Store Associates with Mobile Apps to Reinvent the In-Store Experience
 
Unleash Your B2X Potential with Flieger Plug & Play Based on SAP Hybris Solut...
Unleash Your B2X Potential with Flieger Plug & Play Based on SAP Hybris Solut...Unleash Your B2X Potential with Flieger Plug & Play Based on SAP Hybris Solut...
Unleash Your B2X Potential with Flieger Plug & Play Based on SAP Hybris Solut...
 
Data-Driven Desicision-Making with Mindray Medical International Co.
Data-Driven Desicision-Making with Mindray Medical International Co.Data-Driven Desicision-Making with Mindray Medical International Co.
Data-Driven Desicision-Making with Mindray Medical International Co.
 
Protect Sponsorship Business Value by Measuring What You Pay For
Protect Sponsorship Business Value by Measuring What You Pay ForProtect Sponsorship Business Value by Measuring What You Pay For
Protect Sponsorship Business Value by Measuring What You Pay For
 
Monetizing Microsoft High Volume Revenue using SAP Hybris Billing
Monetizing Microsoft High Volume Revenue using SAP Hybris BillingMonetizing Microsoft High Volume Revenue using SAP Hybris Billing
Monetizing Microsoft High Volume Revenue using SAP Hybris Billing
 
Grupo DIA advancing digital transformation
Grupo DIA advancing digital transformationGrupo DIA advancing digital transformation
Grupo DIA advancing digital transformation
 
Grupo DIA advancing digital transformation
Grupo DIA advancing digital transformationGrupo DIA advancing digital transformation
Grupo DIA advancing digital transformation
 
Fuel Trusted Customer Relationships with Personalization, Preference & Privacy
Fuel Trusted Customer Relationships with Personalization, Preference & PrivacyFuel Trusted Customer Relationships with Personalization, Preference & Privacy
Fuel Trusted Customer Relationships with Personalization, Preference & Privacy
 
Explore the Impact of AI on E-Commerce
Explore the Impact of AI on E-CommerceExplore the Impact of AI on E-Commerce
Explore the Impact of AI on E-Commerce
 
Improve Customer Experience in the Cognitive and 5G Era
Improve Customer Experience in the Cognitive and 5G EraImprove Customer Experience in the Cognitive and 5G Era
Improve Customer Experience in the Cognitive and 5G Era
 

Kürzlich hochgeladen

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 

Kürzlich hochgeladen (20)

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 

B2B Content Marketing: the power of emotions based marketing

  • 1. ©  2012 SAP AG. All rights reserved. 1 B2B CONTENT MARKETING The Power Of Emotions Based Marketing Content 360 Conference 3rd of April, 2014 | InterContinental Singapore Nicholas Kontopoulos Global Head of Strategic Marketing Programs, Customer LoB Solutions at SAP Cloud
  • 2. MY OBJECTIVE TODAY IS TO EXPLORE…
  • 6. They are now armed to the teeth. Customers Are No Longer Passive
  • 7. MobilityRich ContentSocial Always On WE LIVE IN A WORLD OF DIGITAL IMMERSION
  • 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)
  • 21. 19TH CENTURY ENGAGEMENT Sales & Marketing Funnel Awareness Interest Desire Action
  • 22. SHARE RESEARCH SHOP PURCHASETRIGGER EVENT COMPARE CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL
  • 23. CUSTOMERS ARE NOW IN CHARGE A PARADIGM SHIFT HAS OCCURRED!
  • 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.
  • 33. CREATING IT IS EASY, OR IS IT CONTENT MARKETING
  • 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.
  • 39. - Jonathan Midenhall Amazing things happen when you LISTEN to the consumer.
  • 40. Cracking jokes and pinning puppy pictures will get you only so far.
  • 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
  • 43. ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS VOLUME VELOCITY VARIETY
  • 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”
  • 46. ©  2011 SAP AG. All rights reserved. 46 HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral? What’s the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors? I want one… It hurts my eyes! Poor battery life… Lack of hot games…
  • 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
  • 48. ©  2011 SAP AG. All rights reserved. 48 I want one… Poor battery life… DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine It hurts my eyes! Lack of hot games… NLP engine filters and determines emotions (like, dislike), behaviors (want, buy, return), intensity and net sentiment.
  • 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.
  • 53. We need to hit them in the gut.
  • 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%
  • 56. 100,000 By marketing to the subconscious mind, your message is more than times more likely to stick.
  • 57. Unfortunately, marketing campaigns can miss the mark due to a simple lack of understanding of the subconscious mind.
  • 58. To maximize results, your marketing needs to evoke an emotional response in your prospective client's heart and mind.
  • 59. Try to create a holistic sensory experience.
  • 60. The greater range of sensory impact your marketing creates, the greater the chance you’re going to connect on a deeper level with your audience.
  • 61. - Ann Handley Make the customer the HERO of your story.
  • 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
  • 70. •  Communities •  Blogs •  Social Media Channels •  Mobile Social Listening @ SAP Engaging today’s digital natives
  • 71. 277% more effective for lead generation than Facebook and Twitter. SOURCE: TOP DOG SOCIAL MEDIA LinkedIn is
  • 74. There is no single silver bullet solution
  • 75. Social media is about SOCIOLOGY and PSYCHOLOGY more than technology. - Brian Solis
  • 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
  • 78. ©  2012 SAP AG. All rights reserved. 78Confidential Different Perspective
  • 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
  • 82. Engage at the point of awareness Stop telling, start listening predict & influence behavior. Respond quickly.
  • 83. Guide customers through their journey Understand their needs & desires. Earn advisor status. Help them.
  • 84. Create loyal brand advocates Make every conversation count. Create amazing experiences. Deliver relevant & timely offers.
  • 86. - Brian Solis, author and digital analyst DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.
  • 88. Feel free to connect with me at : Nicholas.kontopoulos@sap.com #nicholask71 http://sg.linkedin.com/in/nicholaskontopoulos © 2013 SAP AG. All rights reserved. THANK YOU!