Download B2C and B2B Vision

MARKETING DIGITAL
B2C and B2B Vision
10th December 2015
AGENDA
01 Relevancy of Digital Marketing
02 How to enable Digital Marketing
03 Looking forward
Copyright © 2015 Accenture All rights reserved
Digital to Increase business or be more efficient?
A non-trivial matter of mind-set …
Copyright © 2015 Accenture All rights reserved
Source: CEO Briefing 2015 – From productivity to outcomes, Accenture and The Economist Intelligence Unit
3
Interacting in Digital channels is necessary to be
relevant in business… B2C and B2B
Copyright © 2015 Accenture All rights reserved
4
Expectations of consumers and buyers has
changed and Digital is a key part of equation
Compared to 10 years ago…
Today…
§  51% rely much more on other people's
experiences/reviews to inform decisions
§  88% use at least one online channel when
prospecting, vs. 78% five years ago
§  69% agree making much better-informed
decisions about providers
§  65% say speed and convenience drive
digital adoption across their lifecycle
§  66% say the number of companies into
‘consideration’ increased significantly
§  41% want more digital interactions than
proposed by providers
§  59% are more likely to switch from one
provider to another
§  73% find it normal to be able to retract from
a purchase after a defined period
Copyright © 2015 Accenture All rights reserved
Source: Accenture Research, 2014
5
When it comes to evaluating products and
services, digital channels are key …
Global
Hotels and
Lodging
Wireless
Services
Providers
Retail
Banking /
Financial
Services
Providers
* Gas &
Electricity
Utility
Consumer
Electronics
Manufacturers
* P&C
Insurance
Corporate websites of providers
29%
28%
28%
36%
33%
29%
29%
27%
21%
Online information from Social Media sites
19%
17%
23%
25%
19%
19%
17%
18%
14%
Online information from expert review sites,
product/service comparison sites
28%
28%
29%
33%
29%
28%
27%
26%
21%
Online ads such as banners, pop-ups, or linked to
search queries
12%
9%
14%
17%
13%
10%
12%
11%
8%
Advertising on TV, radio or in newspapers/
magazines
17%
12%
20%
23%
18%
14%
19%
16%
14%
Direct mailings or telemarketing
8%
6%
8%
12%
11%
5%
9%
8%
7%
In-store/in-branch information / Professional (e.g.,
doctor, nurse, health insurer) referral
23%
14%
26%
30%
21%
23%
23%
22%
19%
Word of mouth
25%
23%
27%
30%
23%
23%
26%
27%
20%
Online reviews and comments from other
consumers on sites
26%
29%
23%
31%
27%
27%
26%
22%
19%
I did not look for additional information
13%
14%
10%
9%
13%
10%
15%
15%
22%
Base size: Respondents who made a purchase / subscribed to a service
in at least one of the mentioned industries, within the past six months
Copyright © 2015 Accenture All rights reserved
Consumer
Goods
* Health-care
Retailers
** New question included in 2014
* New industries included in 2014
Source: Accenture Research, 2014
6
… even if we speak of B2B
In the case of B2B, Digital channels already have a dominance in how much they affect buyer decisions
11%
31%
33%
33%
39%
41%
71%
TELEVISION
DIRECT MAIL
COMMERCIAL
CONSULTANTS
CATALOGUES
PROFESSIONAL
EVENTS
INDUSTRY
ORGANIZATIONS
INTERNET
42%
45%
51%
73%
PROFESSIONAL
INDUSTRY SITES
ONLINE REVIEWS
BRAND SITES
SEARCH ENGINE
The weight of these
channels on the buyer
decision process for B2B
is already dominant.
Depending on your
specific market, variations
exist, critical to consider
Copyright © 2015 Accenture All rights reserved
Source: eMarketer and Accenture research, 2014, 2015
7
Specific B2B digital channels matter more
Copyright © 2015 Accenture All rights reserved
Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015go
8
Shifting B2B organization also at pace …
Copyright © 2015 Accenture All rights reserved
Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015
9
… delivering results at a B2B level as well
Copyright © 2015 Accenture All rights reserved
Source: Channel Shift: Measuring B2B Efforts to Shift Customers Online, Accenture June 2015
10
AGENDA
01 Relevancy of Digital Marketing
02 How to enable Digital Marketing
03 Looking forward
SO, WHAT IS DIGITAL MARKETING?
Digital marketing is an umbrella term for
the targeted, measurable, and interactive
marketing of products or services using
digital technologies to reach and convert
leads into customers.
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12
You need to personalize to consistently attract
and convert
To succeed in today’s digital environment, firms must deliver
smarter, more-customer-centric interactions that feel like they
were tailored for each user and his or her specific set of
circumstances. It must be more dynamic and more predictive
than current personalization techniques.
Source: “Advance to Next-Generation Personalization” Forrester Research, Inc.,
January 13, 2014.
Copyright © 2015 Accenture All rights reserved
13
While the norm is still …
Copyright © 2015 Accenture All rights reserved
14
… we talk of this sort of approach
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15
The new customer experience model
From Traditional Funnel to…
Accenture Nonstop-Customer Experience Model – B2B view
Evaluation
loops
Evaluation loops
Discover
Discover
Discover
Discover
Discover
Discover
Discover
Consider
Purchase
Purchase
Purchase
Purchase
Purchase
Purchase
Expectation Evalua
Evaluate
Expectation
Reality
Expectation
Reality
Evaluate
Evaluate
Promise
Evaluate
Evaluate te
Evaluate
Promise
Promise
Consider
Consider
Consider
Consider
Consider
Consider
Purchase
Disconnect
Use
Stakeholders:
accessible
content
OpenOpenly
content
& channels
Openly accessible content
Brand-controlled content
Brand-controlled content
Branded content & channels
Reality
Delivery
Procurement
C-level deciders
Business Units/Users
IT department
Delivery
Delivery
Use
Use
Use
Use
Use
Use
Partner channels (resellers, VARs, OEMs…), industry/trade
organizations, Off board social media, governmental agencies…
Sales-/field force, Inside Sales, Stores/repair center, Website,
Onboard Social Community, trade shows…
Dynamic
Accessible
Continuous
Stakeholders move along
multi-directional paths with B2C
agility & speed, able to influence
each journey stage
More knowledge and
persuasive influence empower
stakeholders to self-diagnose
and blur roles along the journey
Evaluation, not purchase,
is central, all stakeholders
converge towards it, while each
is constantly exposed to own
experiences
Copyright © 2015 Accenture All rights reserved
16
Changes in stakeholder behaviors drive now
Business customer changes with highest impact on Selling and Service
(% very high/high impact – cross industries)
Always monitor/evaluate
suppliers, require ongoing
engagement (70%)
More knowledgeable/ selfdirected; want more
specific expertise (72%)
Higher expectations for
product /solutions quality
(75%)
Discover
Discover
Expectation
Promise
Require more agility,
flexibility & response
speed (72%)
Want tailored solutions
based on their needs
(73%)
Stakeholders expect
more consumer-like
interaction &
convenience (72%)
Purchase
Purchase
Evalua
te
Evaluate
Consider
Consider
Reality
Delivery
Use
Use
Advanced Sourcing &
Procurement with more
decision influence (67%)
Copyright © 2015 Accenture All rights reserved
Become much
more price-sensitive
(73%)
Stakeholders:
Procurement
C-level deciders
Business Units/Users
IT department
Higher expectations
for customer service
(76%)
Source: Accenture B2B Customer Experience Research, 2014
More decision stakeholders with distinct
needs/goals (67%)
17
IN DIGITAL, THERE ARE CAPABILITIES TO MANAGE
THE CUSTOMER JOURNEY, END TO END
AWARENESS
CONSIDERATION
Search Engine Optimization
PREFERENCE
PURCHASE
Conversion Flow Optimization
ADVOCACY
CAR
Search Engine Marketing
Capabilities
LOYALTY
Email & Mobile Marketing
Social
Social
Assisted Sales and Service
Content Management
Personalization
Customer Journey Analytics
Potential Results
Channel / Site Analytics
Decrease of bounce rate
+5% - 9% of Organic
and Social Traffic
Increase of pages
visited by users
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+10% - 25% of Conversion
rate
+21% - 48% of increase of
leads
+Physical traffic and sales
on stores and services
(diffiCult to atribute)
Generates constant flow of visits to the
website, increasing the number of leads
and conversions, since the customers is
in context of the offer
18
Click to close
The Accenture Click to Close framework integrates marketing, Analytics and digital sales assets based on sales leads
qualification, digital campaigns execution and assisted sales management
Analytics Layer :
qualification and
prioritization according
to customer and context
information: operations
events, navigation logs,
complaints, interactions
Illust
Lead Management
Lead Qualification.
Scoring
Lead
Nurturing
Data
Intelligence
Internal batch
data - Customers
Real Time
External batch data Prospects
Real Time / NRT
data form
commercial
interactions
Batch
Analytics Layer: prequalification with
batch information
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rativ
e
Follow up
Lead
Distribution
Decision
Real Time decision
engine/hub
Interactions
management &
prioritization tools
Action
Integration of a
decision hub with
analytics for inbound
and outbound
processing
Inbound
channels
Outbound
channels
Business Layer : the user can define
(eg target), plan, priorize and
execute inbound and outbound
campaigns based on batch
information
Channels present
recommendations and
capture system and
customer responses
19
SO, WHAT MARKETERS NEED FOR DIGITAL
MARKETING IS THE STATE OF THE ART
TECHNOLOGY FOR SEAMLESS EXPERIENCE …
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20
…BUT THIS IS WHAT THEY GET!
Copyright © 2015 Accenture All rights reserved
21
AGENDA
01 Relevancy of Digital Marketing
02 How to enable Digital Marketing
03 Looking forward
Digital experiences have
redefined people
expectations as consumer,
investor, buyer,
marketer, ...
B2B and B2C have
converged in terms of
experience
expectations.
Copyright © 2015 Accenture All Rights Reserved.
Copyright © 2015 Accenture All rights reserved
23
Solutions to address both
B2B and B2C are same in
nature and importance
B2B BUYERS FOLLOW CONSUMER (B2C)
PATTERNS:
98%
dos buyers B2B fazem
pelo menos uma pesquisa
online antes de se
decidirem
Copyright © 2015 Accenture All rights reserved
24
SO TO GET BETTER RESULTS, THERE IS THE NEED
TO WORK TOGETHER, AND SOFTWARE IS KEY…
DIGITAL MARKETING
EXPERTS
Copyright © 2015 Accenture All rights reserved
DIGITAL MARKETING
SOFTWARE
25
MARKETING DIGITAL
B2C and B2B Vision
10th December 2015