terrie campbell | sme marketing summit

SME

Marketing

Summit

Riding the Storm:

Strategic Marketing, the Key to Surviving a Challenging

Economic Environment

October 18, 2013

Ricoh Americas Corporation

Terrie Campbell

VP, Strategic Marketing

Ricoh Americas Corporation

Welcome

Agenda

The importance of strategic planning

Changing Demographics

Importance of Innovation

Changing Corporate Dynamics

Bringing the right customer to your brand

© 2013 Ricoh Americas Corporation. All Rights Reserved.

Importance of Strategic Planning

Globalization

Economic challenges

Mobile technologies

Information overload

Workforce behavioral shifts

Social / collaboration

Today’s Complex Business Environment


New World of Work

FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH

5

Changing Environment

The “Intersection” of

Technology, People, and Process…

Technology

Impact

The arrival of tablet technology allowing

users to interact with digital documents as

paper and cloud-based applications

supporting individual workflow needs

Work Style

Shift

Three unique generations in workforce

that consume information differently

Organizational

Behavior Shift

Actions to downsize real-estate and

minimize IT spend create greater

challenges to address the results of the

“Perfect Storm”


Unprecedented Adoption

25 billionth app was

downloaded in 2012


Gen “X”

• Born between mid-

1960’s to early 1980’s

• Relies heavily on

phone

• Transitioning into (or

currently in) position of

decision making or

taking over family

business

• Understands change

• Requires significant

proof before accepting

new ideas or concepts

• First generation with

Personal Computers

Generational Behaviors

Gen “Y”

• Born early 1980’s

• Digital information and

technology

• Will represent >50% of

workforce in < 3 years

• Very team oriented

• Defining the use of text,

chat and social

• Transacts all personal

business online

• Global citizens from early

age

• Require stated direction

Baby Boomers

• Born post WWII – early

1960’s

• Personal face-to-face

interaction

• Will likely exit the

workplace by 2021;

significant knowledge will

leave with them

• May resist new

technology solutions

• Tend to oppose change

without authorship

• Transacts limited

personal business online


Embracing Change


http://www.youtube.com/watch?v=GJkWmCyxNf0&feature=youtu.be

FOR INTERNAL USE ONLY - DO NOT DISTRIBUTE OUTSIDE OF RICOH 10

Facts about the Buyer 2.0

The Social, Self-educated Buyer • more connected

• more impatient

• more elusive

• more impulsive

• more informed


45% of the buying decision is made before the buyer has even said hello to your sales rep. - IDC 2012 Buyer Experience Study

Executive and line of business buyers just want to address a business need and move on.

Buyers are more connected than ever before: 62% visit tech blogs, 52% Linkedin, 21% contribute to blogs and 10% post to twitter on a regular basis.

IT Buying is a part-time job on top of a full time job. Team members spend, on average, 44% of their time on pre- and post-purchase activities.

Reality: Customers delay serious

engagement with sales while self-

diagnosing their problems.

Insight: Marketing must influence

the customer before they engage

with sales.

. Customer

Due

Diligence

Begins

Customer’s 1st

Serious

Engagement

with Sales

Purchase

57%

Complete

Customer Progress in Purchase Decision Process Before Engaging Sales

Source: CEB Customer

Purchase Research Survey,

2011; CEB Research.

11

Other Sources 8%

Colleagues / Customers

23%

3rd Party Consultants

22%

Suppliers 47%

Marketing’s Changing Role

Sources of Information Customers Use

Reality: Customers increasingly

look to non-supplier sources to guide

purchase decision making.

Insight: Marketing must influence

the customer’s influencers &

advisors.

*** Ricoh Americas Corporation Confidential ***

For Internal Use Only

Expertise is the Key

12

*** Ricoh Americas Corporation - Confidential - Internal Use Only ***

Marketing Sets the Strategy

Sales Finds the opportunity

Design and

Implementation Builds through expertise

Services Delivery Manages the SLAs

Voice of the

Customer Market Insight

Market Led Business Model

Technology and

Systems

Operational and

Administrative

Support

Leadership

Direction

Customer

Requirements


Critical Considerations

Where is the market going and do you

have the products and services for that

future?

Refine your space and claim a domain

– Commodity or ‘me too’ product/service; price

may be your primary differentiator

– New and Innovative; what’s your differentiator

or domain expertise?

Who is your customer and how do they

engage?

Are you in the right place to have

credibility?

What is the role of your sales force to

engage your customers?


Reaching the Right Customer

Is your message too compelling to

ignore?

Does your message resonate broadly

or must it be segmented?

– Personality Marketing

– Needs based, permission triggers and

loyalty drivers

A New World of Marketing

– Content marketing

– Social media

– Online advertising and Paid Clicks

– Lead generation tools

– Customer Relationship Management

System


Create a “Surround Sound” Effect

Inform

The

Brand CommsTeam

Marketing

Leadership Partners

Customers

All Employees

Influencers Ambassadors

Channels

MIN MAX

16


Thought

Leadership

Imagery

Content

Messaging

What does this mean for me?


Technology Impact

Where is your message?

The Generational Divide

Does my message have broad appeal or

it is targeted for the different audiences?

Do I use different tools based on my

buyer?

Is Your Marketing Organization

Changing?

Investments in Innovation?

Where is Marketing positioned within

your changing organization? Is it driven

by the CEO?

Gracias

terrie campbell | sme marketing summit

Education

rights reserved

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