A new way to engage businesses:
Treat them like people
Welcome to the Real
World
Welcome to the Real
World
There aren’t any poor products left
Global competition and regulation have killed them off
Great product performance and service are expected as a matter of course
Home Truth
#1
The leaders’ performance edge has never been smaller or held for a shorter period of time
Home Truth
#2
Empowered clients, lower cost of entry, economic pressures, complex supply chains and new online channels are changing the shape of markets around the world
Home Truth
#3
Commercial success means moving from transactions to relationships
Companies need longer-term emotional
connections with clients and intermediaries
THE CONSEQUENCE
“When dealing with (business) people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.”
LIFE BLEND
BYE, WORK LIFE BALANCE.
HELLO
Image | Nicko Leonardo Batista from Noun Project
75 Source | Samsung ‘The Amplified Individual’ Image | Milky – Digital innoVation from the Noun Project
of us do personal stuff at work, and vice versa
13.5Source | PSFK – the Nomad Class Debrief Image | Stall from the Noun Project
average time a day an employee spends interacting with work
48Source | PSFK – the Nomad Class Debrief
of executives are compelled to respond to work related emails during nights and weekends
Business Leisure
Source | Business Traveler Research – J C Deceaux
90% of senior executives have extended a work trip for pleasure
And it’s not just our time. It’s how we portray
ourselves online.
Work-Life overlap in
social media
PROFESSIONAL PERSONAL
THE NOMAD CLASS
Source | PSFK – the Nomad Class Debrief
This has given rise to a whole
new breed of people, who live
and work untethered by the
constructs of time and space
We are not business robots!
65% Of senior executives rely on gut instincts when forging business partnerships
Source | Fortune Knowledge Group
Where B2B marketers can get the balance wrong
Short and emotive (Engage)
Comprehensive and detailed (Reassure, explain, SELL)
Broad and interesting (Build credentials)
Customer Journey
Not enough time HERE
Too much time HERE
1. Interesting 2. Accessible 3. Useful
OUR MANTRA.
Be
We’ve dug out some examples to show great ways of being interesting, accessible and useful. Some are our clients, and some aren’t – either way we hope they help as thought starters for
tackling your business marketing issues.
interesting Be
Tap into passion
points
TELL ME SOMETHING I DON’T KNOW
Beautify the boring
RE-TWEET SOMETHING AMUSING
accessible Be
START A PUBLISHING PARTNERSHIP
Create a video library
41 rely on email more than they did a year ago
Source | Quartz Global Executive Study
78 of executives get
their news from an email newsletter
THE IMPORTANCE OF E-NEWSLETTERS
Start a crowdsourcing
forum
PROMOTE FACE TO FACE
useful Be
Live data feed
‘HOW TO’ GUIDES ON SLIDESHARE
Be mobile
Be mobile
CREATE A TAILORED NEWSFEED
1. Interesting 2. Accessible 3. Useful
SUMMARY.
Be
Rosie Duncan Activation Strategist @rosieleeduncan
FEEL FREE TO GET IN TOUCH
Derick Walker Strategic planning directory