Marketing

TRENDS

For MANUFACTURING

Sales

Quarterly ClubJanuary xx, 2014

“The only thing that is constant is change.”

-- Heraclitus

GMFord

Wal-MartExxon

GEIBM

CitigroupAltria Group

BoeingAT&T

Bank of America

State FarmMobil

Hewlett-PackardSears

RoebuckDuPont

P&GTIAA-CREFFMerrill Lynch

Borden ChemicalLockheed

MartinAlcoa

International PaperWilsonSunocoUnited

TechnologiesAmerican Can

General Dynamics

General MillsNational

IntergroupCurtis-Wright

OlinAsarco

79

The blistering change of pace has reeked havoc on businesses ability to stay on top

1955 1999AT&T Shell Oil

NavistarRockwell

Eastman KodakGoodrich

Continental GroupBendixAtlantic Richfield

Fortune BrandsRyerson Tull

ArmcoHoneywell Intl

AmaxAllis-Chalmers

Jones & Laughlin Steel

RCAUnion CarbideGeneral Foods

Uniroyal

52%GM

ExxonFirestoneDouglas

P&GRepublic

SteelCitgo

ConocoPhillips

onU.S. SteelGeneral ElectricEsmark

ChryslerArmourGulf OilMobil

DuPontAmoco

Bethlehem SteelCBS

SafewayCostco

ConAgraJohnson & Johnson

BellsouthWalt Disney

PepsiCoIngram Micro

WachoviaCigna

McKessonLoews

SafewayCostco

ConAgraJohnson & Johnson

Bellsouth

TargetJC Penney

Home DepotLucent

MotorolaSBC

KrogerMerck

ChevronTexaco

Met LifeIntel

Lockheed MartinAllstateUnited

TechnologiesBank One

GTEUPS

Marathon Oil

Welcome to the age of “Digital Darwinism”

Brian Solis

Author of:What’s the

Future of Business?

The End of Business as

Usual

Rewire the Way You Work to

Succeed in the Consumer Revolution

Engage: The Complete Guide

for Brands and Businesses to

Build, Cultivate, and Measure

Success in the New Web

Source: Brian Solis, The End of Business as Usual

How fast is information moving? AT&T’s answer

The speed of high risk information…

2003 = 24 hrs.

2009 = 4 hrs.

2013 = 4 mins.

+ Longer sales cycle times

+ Lower conversion rates

+ Less reliable forecasts

+ Compressed margins

Source: Corporate Executive Board survey of 2,500 sales professionals; 30 B2B companies from every major industry, geography and go-to market model

The Traditional Sales Model is BrokenSales performance growing increasingly erratic

We must find ways to create value

“Today’s customers are better informed than ever before. By the time they approach suppliers, they generally have a clear idea of the problem they need to solve, the solutions that are available, and the price they are willing to pay.”

“Dismantling the Sales Machine”Harvard Business

Review, November 2013

The adoption of of digital marketing is absolutely critical to survival

“Industrial companies are starting to catch up to consumer brands in their use of social media marketing, using LinkedIn, Facebook and even YouTube to reach buyers for decidedly unsexy products such as electrical components, industrial lubricants, generators and contract manufacturing.”

-- Wall Street JournalJanuary 5, 2013

The adoption of social/digital by B2B manufacturers

68%

Social channels drive new business conversion

Etratech: electronic design and manufacturing firm

+President and board set aggressive sales goals for 2012

+Advertising too expensive and rarely worked

+Reluctantly embraced social media

Etratech used social channels break through competitive clutter

Etratech invites its website visitors to tour their plant. This link is almost always clicked by prospective new customers…

Etratech Social Business Results:

Closing deals:Before: 6-8 months

Now: 6-8 weeks

Growth targets have increased, sell times are faster and customer comments have proven social business channels are an important part of marketing Etratech’s manufacturing business.

Jan FebMar

AprMay

Jun

JulAug

JanFeb

Other factors: How about your customers?

Social Business Audit of P-K Tool Customers

We audited the 9 biggest customers:

+100% actively use LinkedIn+Posting:

• Major concepts• New projects, capabilities• Team/Industry events and

participation

+Looking for talent+73,323 employees linked to

customers+One customer: all 42 buyers bios

and contact info listed

Social Business Audit of P-K Tool Customers

We audited the 9 biggest customers:

+7 of 9 are on Facebook+Posting:

• News about management• Achievements• Average posting: 2X per week

+Facebook popular to linkemployees working multiple sites

+Helps establish companies values, personalities with customers

Social Business Audit of P-K Tool Customers

We audited the 9 biggest customers:

+4 of 9 are on Twitter+Posting:

• Articles• Industry news (not just about

their company)• Financials (for pubic entities)• Trade events they are attendig

Social Business Audit of P-K Tool Customers

Your customers are using Social Media because:

• Differentiates their company in the marketplace

• Builds their brands

• Helps them get closer to their customers

• Helps close business deals faster

Business Value vs. Personal Value

Study: “Business Value does not lead to purchase”

Supplier Centric

Business Value

Personal Value

The Corporate Executive Board is the leading member-based advisory board. They identify and build upon the proven best practices of the world’s best companies.

Study: “Business Value does not lead to purchase”

Supplier Centric

Business Value

Personal Value

Personal Value focuses on the benefits to the individual customer stakeholder:

• Professional goals

• Social interactions

• Emotional drivers

How do you separate your business from the crowd?

+ Start embrace or expanding your use of social channels

+ Share information that you have that your customer does not

+ Content: new processes, technology, systems and your talent

+ Link to your customer buyers on their social channels

How do you get started?

+Hire smart kids right out

of college

+Bring in a couple college interns this summer

+Reach out to local college professors, they will connect your challenge to the right student talent

50% of recent college graduates are working in fields that do not require a degree. Steal them away and let them do what they love: digital marketing

Marketing

TRENDS

For MANUFACTURING

Sales

Quarterly ClubJanuary xx, 2014