20080421.b2 b marketing event.b2 b marketing2dot0.ext
DESCRIPTION
A presentation on B2B marketing 2.0 for a student event organised by the Marketing Association of the Erasmus University Rotterdam. Aim was to discuss B2B Marketing 2.0 and discuss whether this concept actually exists or whether using 2.0 technologies is something better suited for the B2C market.TRANSCRIPT
![Page 1: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/1.jpg)
© Logica 2008. All rights reserved
B2B MarketingDeveloping markets through social media
![Page 2: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/2.jpg)
Disclaimer
•The slides in this presentation do not reflect the opion of Logica, but are a representation of the author’s views on B2B Marketing 2.0 and Social Media. No rights can be derived from the content of this presentation.
• In true web 2.0 tradition, this presentation has been created based on widely available material from various sources, such a slideshare.net. When available the sources have been credited.
B2B Marketing Event 2008
![Page 3: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/3.jpg)
A quick introduction
B2B Marketing Event 2008
Wouter Trumpie
CRM Consultant @ Logica
8 years CRM consulting experience
Sales & Service
Education Interests Employment history
![Page 4: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/4.jpg)
Objective
Talk about B2B marketing, share insights on B2B marketing 2.0, interact with you on your views on B2B marketing 2.0 and create a common definition of B2B marketing 2.0.
Through a 45 minute presentation, an hour long ‘lagerhuis’ discussion, 30 minutes of group work and 15 minutes of co-creation!
B2B Marketing Event 2008
![Page 5: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/5.jpg)
Agenda
B2B Marketing Event 2008
Logica and CRM1
B2B Marketing 1.02
B2B Marketing 2.0 – power to social media networks3
B2B Marketing 2.0 – a hype without added value4
![Page 6: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/6.jpg)
Marketing and CRM
B2B Marketing Event 2008
What is CRM?
Customer Relationship Management
![Page 7: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/7.jpg)
Elements of CRM
B2B Marketing Event 2008
Sales Service Marketing
Strategy
Process
IT Solutions
![Page 8: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/8.jpg)
Logica provides
•Process– Management consulting
– Process and business analysis
• IT Solutions– SAP
– Microsoft Dynamics
– Oracle Siebel
B2B Marketing Event 2008
![Page 9: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/9.jpg)
Trends in CRM
B2B Marketing Event 2008
![Page 10: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/10.jpg)
Hype cycle for marketing
B2B Marketing Event 2008
![Page 11: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/11.jpg)
Agenda
B2B Marketing Event 2008
Logica and CRM1
B2B Marketing 1.02
B2B Marketing 2.0 – power to social media networks3
B2B Marketing 2.0 – a hype without added value4
![Page 12: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/12.jpg)
Product information
Marketing message
Marketing 1.0 – Unidirectional – spreading the message
B2B Marketing Event 2008
CompanyCompanyCustomers
Prospects
Suspects
Other
Customers
Prospects
Suspects
Other
![Page 13: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/13.jpg)
B2C vs. B2B marketing
B2B• Low volume, slow turnover
• Typically expensive products
• Configurable / tailored products
• Limited use of resellers
• Targeted at decision making units
B2C• High volume, high turnover
• Relatively low cost products
• ‘Simple’ products
• Standardize products
• Use of resellers
• Targeted at individuals
B2B Marketing Event 2008
![Page 14: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/14.jpg)
B2B marketing 1.0
B2B Marketing Event 2008
![Page 15: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/15.jpg)
B2B marketing trends
•B2B Marketers spent US$ 77 Billion in 2007
•Growing market for marketing automation solutions
•Word of Mouth Marketing is becoming increasingly important Net Promotor Score
•Analytics and data mining on the rise
B2B Marketing Event 2008
![Page 16: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/16.jpg)
Agenda
B2B Marketing Event 2008
Logica and CRM1
B2B Marketing 1.02
B2B Marketing 2.0 – power to the people3
B2B Marketing 2.0 – a hype without added value4
![Page 17: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/17.jpg)
Web 2.0?
• Interactive
•User generated content
•Two-way communication
•Web 2.0– Blogs
– Social Networks (Linkedin, Hyves, Facebook, Myspace)
– Video and photosharing (Flickr, YouTube)
– Reviews (kieskeurig.nl, elcheapo)
– Wiki’s (Wikipedia, Wetpaint, PbWiki)
= Social Media
B2B Marketing Event 2008
![Page 18: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/18.jpg)
What is Social Media?
“Social media describes the online technologies and practices that people use to
share opinions, insights, experiences and perspectives with each other. Social media
can take many different forms, including text, images, audio and video.”
B2B Marketing Event 2008
Source: wikipedia.org / http://www.slideshare.net/gregverdino/is-this-thing-on
![Page 19: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/19.jpg)
Business social media examples – LinkedIn
B2B Marketing Event 2008
![Page 20: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/20.jpg)
Business social media examples – Mobile Monday
B2B Marketing Event 2008
![Page 21: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/21.jpg)
Business social media examples – Blogging about Oracle Apps
B2B Marketing Event 2008
![Page 22: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/22.jpg)
Business social media examples – Oracle MetaLink
B2B Marketing Event 2008
![Page 23: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/23.jpg)
Social media usage statistics
B2B Marketing Event 2008
Source: KnowledgeStorm/Universal McCann Emerging Media Studies
![Page 24: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/24.jpg)
Uses of social media by B2B decision makers
B2B Marketing Event 2008
![Page 25: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/25.jpg)
Influence of social media
B2B Marketing Event 2008
Source: KnowledgeStorm/Universal McCann Emerging Media Studies
![Page 26: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/26.jpg)
Social media – a valuable addition to today’s marketing tools
The social oriented internet is a massive opportunity for brands, advertisers and marketers, if embraced properly!
B2B Marketing Event 2008
![Page 27: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/27.jpg)
What motivates buying behavior – engagement!
B2B Marketing Event 2008
![Page 28: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/28.jpg)
In other words: B2B Marketing 2.0 cloud tag
Engagement interaction content two way
better segmentation ROI 2.0 Social Media
BIG Business Opportunities Conversion Rates Customers Word of Mouth Affiliate marketing
LinkedIn Facebook Hyves Myspace Social Networks
Blogs Wikis Vodcasts White papers
Community CreationB2B Marketing Event 2008
![Page 29: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/29.jpg)
Questions?
?B2B Marketing Event 2008
![Page 30: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/30.jpg)
Agenda
B2B Marketing Event 2008
Logica and CRM1
B2B Marketing 1.02
B2B Marketing 2.0 – power to social media networks3
B2B Marketing 2.0 – a hype without added value4
![Page 31: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/31.jpg)
Social Media is just another short lived trend!
In the future everyone will be world-famous for 15 minutes.
Andy Warhol (1968)
B2B Marketing Event 2008
![Page 32: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/32.jpg)
Remember the Internet bubble?
• Inflated stock prices
•No profits, no sustainability
•Loads of people made a lot of money, and then lost is all!
Social media and 2.0 will take the same route!
B2B Marketing Event 2008
![Page 33: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/33.jpg)
Back to basics, what is B2B marketing?
B2B Marketing Event 2008
Products &
services
High volume,
Low complexity
Low volume,
High complexity
![Page 34: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/34.jpg)
Loads of firms utilise social media, but do not find it effective
B2B Marketing Event 2008
![Page 35: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/35.jpg)
B2B Marketing and Social Media do not mix well
•Personal contact is key!
•Complex products, require detailed explanation
•Nobody will buy a nuclear power plant through LinkedIn.
B2B Marketing Event 2008
![Page 36: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/36.jpg)
Bursting the bubble
B2B Marketing Event 2008
![Page 37: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/37.jpg)
Social Media
•Usage is high now, but will die down soon, it’s a hype
•Adoption is up, but•Only 16% of time on internet is spent using social media (comScore digital world – 03/08)
•Adoption among the over 40 (real decision makers) is a low 23% (comScore digital world – 03/08).
B2B Marketing Event 2008
![Page 38: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/38.jpg)
Social != Marketing or Sales
B2B Marketing Event 2008
![Page 39: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/39.jpg)
In other words – B2B marketing will remain personal
•The internet is fine for promotion and advertising
•Use social networks to provide service
•But market and sell through traditional channels!
B2B Marketing Event 2008
![Page 40: 20080421.B2 B Marketing Event.B2 B Marketing2dot0.Ext](https://reader035.vdocuments.site/reader035/viewer/2022062617/54bd6b0c4a7959ec6b8b4587/html5/thumbnails/40.jpg)
No. 4010 April 2023 Scoping Sonar No. 4010 April 2023 Guidelines & Samples