kbb bma kansas city 04-2013_small
TRANSCRIPT
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Kathy Button BellAgents of Change in a Social WorldTHE SMART DIFFERENCE
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Emerson Global Presence 2012Emerson Global Presence 2012
PERCENT OF SALES BY GEOGRAPHY
PERCENT OF SALES BY SEGMENT
Middle East & AfricaLatin
America
Europe 22%
Asia 23%
United States & Canada
45%
Commercial & Residential Solutions
Climate Technologies
16%
Industrial Automation
21%Network Power
27%
Process Management
28%
AT A GLANCE
● Founded in 1890
● Headquartered in St. Louis, Missouri, USA
● $24.2 billion in sales (2011)
● Approximately 133,000 employees worldwide
5%5% 8%
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Emerson is a Leader in its CoreGlobal Businesses and MarketsEmerson is a Leader in its CoreGlobal Businesses and Markets
● Compressors
● Controls
● Alternators
● Fluid Control
● Ultrasonic Welding
● Food Waste Disposers
● Plumbing Tools
● Wet/Dry Vacuums
● Mobile Point-of-Care Carts
● Control Valves
● Measurement Devices
● Wireless Devices
● AC & DC Power Systems
● OEM Embedded Power
● Precision Cooling Systems
● Access & Control (KVM)
● Power Switching & Controls
$7.0B $5.3B$6.8B $4.0B $1.8B
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Defining the Emerson BrandDefining the Emerson Brand
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$14.3 Billion in revenues with over 60 businesses1999 Emerson1999 Emerson
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“Hardware Store” Communications Approach Hurting Technology Reputation“Hardware Store” Communications Approach Hurting Technology Reputation
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Emerson Brand DNAEmerson Brand DNA
● #1 Market Position(s)
● Longevity● Reliability● Excellence● Management
● Bottom-line● Rigid● Bureaucratic● Insular● Risk averse● Follower● Slow
● Growth● Responsive● Customer-
focused● Initiative
Leader/Innovator● Connected
LEVERAGE TRANSFORM INSTILL
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Brand Drives Collaboration for Cross-Sell, Solutions & EfficiencyBrand Drives Collaboration for Cross-Sell, Solutions & Efficiency
EMERSON BUSINESS PLATFORMS
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Defining the Branding Roles Defining the Branding Roles
Sell the Emerson Brand
Sell our industry expertise and solutions
Sell individual products
All three elements must work together in order to achieve marketing objectives
EMERSON
BUSINESS PLATFORM
BUSINESS
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Marquee Accounts Leverage Brand and Product Depth Across Emerson BusinessesMarquee Accounts Leverage Brand and Product Depth Across Emerson Businesses
We Need to Continue Growing and Leveraging Marquee Accounts – Target is 25% of Sales
SALES GROWTH
2004 2009 2014F
% of Emerson
$6.8B
$3.0B
$4.6B
8.3% CAGR
22%
MARQUEE ACCOUNTS COMPOSITIONNetwork Power Accounts
Process Management Accounts
Climate Technologies Accounts
Appliance & Tools Accounts
Industrial Automation Accounts
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Increased Integration Will Foster More Solution Sales, Requested by Customers in Key IndustriesIncreased Integration Will Foster More Solution Sales, Requested by Customers in Key Industries
Base: Customers (N=1,902)Q910.To what extent do each of these attributes describe Emerson?Q3000. To what extent do you agree or disagree with the following?
Customer Sentiment Network Power Climate Tech. Process Mgmt. Indust. Auto. (N=388) (N=508) (N=399) (N=386)
Consistently feels like an integrated company 39% 37% 45% 30%
Is a company that is easy to understand 38 33 45 24
Majority of customers expressed strong interest in a solution-based relationship
51% of customers agreed it would be better for them if Emerson acted more like one integrated company than it currently does
Top 2 Box % (Rated 6/7 on 7-point scale – describes very well)
Customer Need Network Power Climate Tech. Process Mgmt. Indust. Auto. (N=388) (N=508) (N=399) (N=386)
These days, I am interested in hearing more about solutions in addition to just individual products 79% 79% 79% 72%
I find the suppliers I work with in the area of [business platform] tend to focus too much on equipment and products and not enough on ideas
60 65 63 60
Top 2 Box % Agree (Strongly/Somewhat)
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Marketing Tackles R&D Then AdvertisingMarketing Tackles R&D Then Advertising
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Emerson’s path to Remarkable is customer-centric.Customers believe in Emerson.Customers are begging us to deliver.
Emerson’s path to Remarkable is customer-centric.Customers believe in Emerson.Customers are begging us to deliver.
UNKNOWN
CREDIBLE
DIFFERENTIATED
REMARKABLE
• Be authentic
• Listen to our customers
• Collaborate inside
• Design for purpose and drive solutions
• Make it easy to do business
What does REMARKABLE look like?
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Marketing Must Demand The CustomerVoice Starting at Stage Gate ZeroMarketing Must Demand The CustomerVoice Starting at Stage Gate Zero
DEFINE PAIN
SOLUTION VISION
SOLUTION VALUE
Marketing
MARKET RESEARCH
IDEA GENERATION
CONCEPT FEASIBILITY
CONCEPT DEVELOPMENT
& PROJECT PLANNING
DESIGN & DEVELOPMENT
RAMP UP
LAUNCH & PRODUCTION
START-UPPRODUCTION
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Emerson Launches New Innovation ModelDriving Organic GrowthEmerson Launches New Innovation ModelDriving Organic Growth
New-to-the-BUSINESS
New-to-the-WORLD
MINOR Revisions
MAJOR Revisions
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Current Portfolio Under-Leverages Emerson’s DepthUnder-Plays Solutions Capability & InteroperabilityCurrent Portfolio Under-Leverages Emerson’s DepthUnder-Plays Solutions Capability & Interoperability
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One Connected Family Celebrates Human Centered Design & Demonstrates High TechnologyOne Connected Family Celebrates Human Centered Design & Demonstrates High Technology
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Emerson Climate TechnologiesProduct Design: Before and AfterEmerson Climate TechnologiesProduct Design: Before and After
Design language reflects Emerson’s improving high tech image
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Emerson Campaign Highlights Our New-To-The-Business and New-To-The-World ApproachEmerson Campaign Highlights Our New-To-The-Business and New-To-The-World Approach
● New “It’s Never Been Done Before” campaign focuses on unique and innovative solutions that Emerson delivers to customers
● Differentiate Emerson by showcasing the results of our work across businesses, platforms and industries to create new-to-the-business and new-to-the-world solutions
● Emerson showing the optimistic face of global business – how we are helping our customers innovate their way out of the financial downturn
● Our new campaign dramatically reinforces that Emerson is unique in the way we look, sound and feel
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Emerson Has Established Distinctive Advertising Look, Feel & MessagingEmerson Has Established Distinctive Advertising Look, Feel & Messaging
When the Stakes Are High – Consider It SolvedConsistent Branding Across the Enterprise Gives Emerson a Much
Larger, More Powerful Face
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Emerson Platform Advertising Creates Larger Integrated FaceEmerson Platform Advertising Creates Larger Integrated Face
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Marketing Takes On Sales EnablementMarketing Takes On Sales Enablement
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Our Traditional Sales ApproachOur Traditional Sales Approach
Lots of “show and tell” focusing on our products and what they do
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Global Economic Downturn Drives Need for Aggressive Solutions ApproachGlobal Economic Downturn Drives Need for Aggressive Solutions Approach
THEN Product Marketing
RIGHT NOW Solution Marketing
Message Orientation Inside-Out Outside-In
Positioning Objective Own Position in Category Own Specific Customer Problem
Message Complexity Single Threaded Multi-Threaded
Differentiation Model Two Dimensional Multi-Dimensional
Knowledge Flow Primarily Top Down More Collaboration With Sales
Sales Enablement Objective Product Knowledge Situational Fluency
Foundation Knowledge Feature-Benefit Lists Problem-Solution Map
Source: Keith Eades and Robert Kear
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1. Lead with question
2. Lead with hypotheses
3. LEAD with insight
Marketing can help salespeople become business consultants by increasing Situational Fluency.
Marketing and Sales Must Closely CollaborateMarketing and Sales Must Closely Collaborate
Sources: Keith Eades and Robert Kear, Sales Executive Council
3 Generations of Solutions Selling
1. Don’t lead with information about the supplier
2. Don’t just lead with our unique selling principle
3. DO tell a story about their business that leads to our differentiators
Commercial Teaching
MARKETING
Define
PainSolution
VisionSolution
Value
SALES
Access to
PowerControl
Buying process
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“Emotional Impact”
Psychological features of the
problem, or presence in
the individual’s workflow,
humanizing the problem.
Lev
el o
f C
ust
om
er E
xcit
eme
nt Positive
Negative
Neutral
Commercial teaching follows boot camp theory of shocking the customer with the unknown…
…breaking down the problem behind the unknown…
…then building back the customer’s confidence in a new solution.
“Warmer”Building
credibility by reading their mind –
demonstrates empathy.
“Reframe”First, reframe
an unrecognized
problem, need,
or assumption.
“Rational Drowning”
Gradual intensification
of the problem, both in degree and
closeness to the
customer.
“Value Proposition
A New Way”A new
framework for
addressing the problem – implicitly tied to the supplier
value proposition.
“Our Solution and
Implementation Map”
Map of supplier services or
solutions linked back to key
teaching points; highlighted
path to implementation.
Intrigued Drowning Involved Relieved
Customer State
Core Concept:Leading the Customer To Our SolutionsCore Concept:Leading the Customer To Our Solutions
Source: Marketing Leadership Council
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Marketing’s Marriage to ITMarketing’s Marriage to IT
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Marketing and IT Must Collaborate on Strategy to Meet Business DemandsMarketing and IT Must Collaborate on Strategy to Meet Business Demands
PersonalizedSimple ImmediatePredictiveAlways Available
Emerson Marketing and IT Strategy
Customer Expectations
Collaboration MobilityBig Data Cloud
Technology Trends
Business Initiatives
SolutionSelling
Superior Customer Care
Perfect Execution
Enriched Business Models
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Traditional Media Still Critical to Brand AwarenessHowever, Social Media Is Key For Depth And TransparencyTraditional Media Still Critical to Brand AwarenessHowever, Social Media Is Key For Depth And Transparency
PROMOTIONS
CONFERENCES DIRECT MAIL
TRADITIONALMEDIA
INDUSTRYEXPERTS
PEERS
CUSTOMERS
INDUSTRYEXPERTS
CLIENTS
PEERS
SOCIALNETWORKS
COMMUNITYFORUMS
MOBILE
BLOGS WEBSITES
INTERACTIVEADS
SEARCHENGINES
TWITTER/RSS
WEBINARS
PODCAST
DIGITAL
SALES ANDRELATIONSHIP
MANAGERS
BUSINESSNETWORK
BUSINESSNETWORK
PROSPECTSAND
CLIENTS
COMMUNITIES
TRADE SHOWS
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Social media impacts B2B decision makers worldwide Social media impacts B2B decision makers worldwide
The number of B2B decision makers who maintain a social network profile has increased significantly
60% of B2B decision makers use social media to help inform professional decisions
Decision makers are actively participating in a variety of ways
– Reviewing products & services – Posting in forums
Source: eMarketer 2012
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Guiding Principles of the Digital DialogueLet’s Join the Greater ConversationGuiding Principles of the Digital DialogueLet’s Join the Greater Conversation
Trust
Authentic
Engagement
Interactive
Cultivation
Relevance
Dynamic
Objective
Content
Fast
Intuitive
Integrated
Easily Accessible
Responsive
Experience
Two Way Sharing – Authentic – Transparent GLOBAL CONVERSATION
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Leverage Emerson’s Remarkable Expertiseand People to Create Full Digital ExperienceLeverage Emerson’s Remarkable Expertiseand People to Create Full Digital Experience
PAID OWNED EARNED
Like, Share, Comment, Tweet
Optimization of ad campaign
Implement social strategy – Aggregate content showcasing
innovation stories
Create voice for Emerson and reputation of strong
thought leadership
Sour
ce: D
igita
s
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Social Shares
75% of visits
12% of visits
12% of visits
79% New Visitors
21% Returning Visitors
Total Visits 22,700
UniqueVisitors17,900
Total Page Views 89,000
4 pages viewed per visit
Average time with content is 3:33 minutes (USA)
3:28 Global
www.GatewaytoEmerson.com
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Total Visits 16,300
UniqueVisitors
9,100
Total Page Views 58,800
pages viewed per visit
www.TheExtraMileWithCharlie.com
56% New Visitors
44% Returning Visitors
4
Average time on SiteIs 4:02 in minutes (USA)
and 4:31 Global
Social Shares
52% of visits
40% of visits
7% of visits
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Emerson has Posted Over 575 Emerson Videos with over 1.5 Million Views
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Nearly 75% of All Emerson Mentions Occurred on TwitterEmerson_News Followers Grew by 100% YTDNearly 75% of All Emerson Mentions Occurred on TwitterEmerson_News Followers Grew by 100% YTD
Media types delineated
Total Emerson MentionsTotal Emerson Mentions 557,394
FisherValves 361
Bill_Morrison 343
EmrsnNPTelecom 265
ASCO_Process 261
Jack Pouchet 248
Steve_Hassell 179
RIDGID_Europe 175
ChristopAmstutz 161
Emerson_DScottBarbour 152
Twitter Followers
RIDGIDtoday 4232
EmersonEmPower 3821
Emerson_News 3557
JimCahill 3067
EmersonClimate 2917
EmersonProcessManagement 2013
EmrsnNPDataCntr 1548
EmersonEmbComputing 1518
CopelandScroll 1508
ClosestMaid 1309
DeltaV 1291
EmersonExchange 945
Rosemount Anlytical 824
RAIhome 757
ASCOValve 586
CT_Emerson 445
Emerson_Charlie 400
InSinkErator 385
MicroMotion 384
Emerson_MX 381
Overall 2012 Mentions = tweet, blog/forum post, article
86,181Blogs
405,218Twitter
29,587Forums
36,408News
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Emerson’s Guidelines for “Social Behavior”Emerson’s Guidelines for “Social Behavior”
1. BE TRANSPARENTIdentify who you are and what you do at Emerson in your posts.
2. BE RESPONSIVECheck for postings frequently and try to respond to comments or questions within 24 hours.
3. BE ENGAGINGDialogue is the key. Listen and engage in two-way conversations. And know when to take a conversation offline.
4. BE MINDFULNever reveal confidential or sensitive information. When in doubt, ask first.
Never guess, speculate or offer opinions in areas if you are unsure whether you are right. If you do offer an opinion, make sure it is known that you are only stating your personal opinion.
5. BE ACCURATECheck your facts, properly credit your information sources and follow copyright and “fair use” laws.
6. BE RESPECTFULDo not post anything you wouldn’t want your manager to read.
7. BE WEB SAVVYBe thoughtful about what you publish. Even if you delete it, your post can live online forever.
8. BE AN EXPERTOffer your knowledge to others!
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…There is Direct Legal Risk…There is Direct Legal Risk
Employment Law
Securities Law
Confidentiality
Data Management
Intellectual Property
International Trade
Idea Submission
Service of Process
Discovery
Consumer Protection
Commercial Torts
Privacy/Data Security
Third-Party IP
Defamation
Third-party terms
Agency
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Marketing’s Integration with HRMarketing’s Integration with HR
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Emerson Facebook Page Has Grown To Over 10,000 Likes This Year Emerson Facebook Page Has Grown To Over 10,000 Likes This Year
Facebook Likes
Ridgid Europe 23,870
Ridgid Tools 14,155
Emerson 8,418
Emerson Network Power 3,744
Emerson Process Management - Product/Services 3,630
ClosetMaid 2,402
Emerson Process Management Organization 1,171
Emerson Network Power – Power Supplies 1,170
Emerson Climate Technologies 1,369
Emerson Process Experts 925
Copeland Scroll 876
Micro Motion 695
Emerson Network Power - Embedded Computing 518
InSinkErator 450
Emerson Industrial Automation 330
White Rodgers 323
Emerson Process Management India Ltd 179
Emerson Process Management Mexico 172
Fisher Instrument and Valve Services 103
“Corporate social media will facilitate collaboration and knowledge in very decentralized environments.” – KORN FERRY
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Emerson has over 95,000+ Followers on LinkedIn - Branding Important to LeverageEmerson has over 95,000+ Followers on LinkedIn - Branding Important to Leverage
Process Management ran a five month “Recruiting Pilot” which added 10,000 followers, including 4,000 engineers
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New Emerson Careers Website Highlights The Smart DifferenceNew Emerson Careers Website Highlights The Smart Difference
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Real Employees Share Their Rich Experience at EmersonReal Employees Share Their Rich Experience at Emerson
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Showcase Our Young, Smart Talent in the Annual Report – Online Annual ReportShowcase Our Young, Smart Talent in the Annual Report – Online Annual Report
PROCESS
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Leveraging Our “Third Wave” of Young ExecutivesSharing Their Views Through GatewayLeveraging Our “Third Wave” of Young ExecutivesSharing Their Views Through Gateway
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Marketing’s New WorldMarketing’s New World
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The Changing Face of B-to-B MarketingThe Changing Face of B-to-B Marketing
Branding Architecture
NPD / Voice of
Customer
Advertising & Communications
Sales Enablement
IT Marriage
HR Integration
Legal Interruption
Marketing Drives Total Customer
Experience
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Customer ExperienceDigital Engagement ComponentsCustomer ExperienceDigital Engagement Components
CU
ST
OM
ER
E
XP
ER
IEN
CE
CUSTOMERSOLUTIONS
SERVICEDELIVERY
• Single Face to Customer
• Cross-Business Collaboration
• Product LifecycleManagement
• One Order / One Invoice
• Customer Support / CRM
• Demand Management
• Supply Chain Planning
• Supplier Collaboration
• eKanban
• Transportation Mgmt.
• Supply Chain Metrics
DIGITALENGAGEMENT
• Social Engagement
• Digital Marketing
• Mobile Applications
• Product Configurators
• Online Ordering
• Service Management
Keep Our Customer Promises
Become Faster & Easier To Do Business With
Provide Integrated Solutions Offerings
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CMO’s as Integrators / Change AgentsCMO’s as Integrators / Change Agents
Need new skills / partners
More technology
Master branded content• Build relevant content• Need more “writers with insight”• Need more “deep researchers”• Need more short content• Need more rich media (especially video and
interactive tools)
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Instead of PRODUCT
Source: Harvard Business Review, January-February 2013
RETHINKING THE 4 P’Sby Richard Ettenson, Eduardo Conrado, and Jonathan Knowles
Instead of PLACE
Instead of PRICE
Instead of PROMOTION
Focus on SOLUTION
Define offerings
by the needs they meet,
not by their features,
functions, or
technological superiority.
Focus on ACCESS
Develop an integrated
cross-channel presence
that considers customers’
entire purchase journey
instead of emphasizing
individual purchase
locations and channels.
Focus on VALUE
Articulate the benefits
relative to price, rather
than stressing how price
relates to production
costs, profit margins, or
competitors’ prices.
Focus on EDUCATION
Provide information
relevant to customers’
specific needs at each
point in the purchase
cycle, rather than relying
on advertising, PR, and
personal selling that
covers the waterfront.
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The “Challenger” in Sales is Now the “Agile Learner” in MarketingThe “Challenger” in Sales is Now the “Agile Learner” in Marketing
Six Characteristics• Unafraid to challenge status quo• Remain calm in the face of difficulty• Take time to reflect on their experiences• Purposefully put themselves in challenging situations• Open to learning• Resist temptation to become defensive in face of adversity
Five Key Elements
Self-Awareness
Mental Agility
People Agility
Change Agility
Results Agility
Learning about Learning Agility Columbia University’s Teacher’s College
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