B2B Marketing and Technology

B2B marketing & technology

Rami KarhuBusiness Director, Digital Experience, Offering

© Innofactor Plc | May 6, 2015 1

© Innofactor Plc | May 6, 2015

Who am I?

Rami KarhuBusiness Director, Digital Experience, Offering

050 428 [email protected]/in/rkarhuTwitter: @webgrizzly

Previously...

• Head of Marketing @Innofactor

• Senior Consultant, @atBusiness & @Innofactor

• Co-founder @Forseti

• Development Manager, Digi Channels @Fennia

• Lead Web Consultant @Tekla

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Innofactor in brief

© Innofactor Plc | May 6, 2015

421employees

44,1M€

10offices in FI & DK

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The world has transformed.

© Innofactor Plc | May 6, 2015

57-66%sales cycle is through,

before a prospect contactsa sales reps

80%B2B buyers find the products or service providers they need

without prior contact to sales reps.

74%of consumers use at least 3

channels to engage with brands

Digital Evolution, Conference Executive Board, 2012

& Marketing clinic 2012

Aalto University, 2012Ovum: Optimizing Customer Service in a Multi-Channel

World

60-70%of content produced by B2B marketing is being

unused.

SiriusDecisions. “B-to-B Content: The Revolution Is

Now.”

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Sales & Marketing before and now

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In the modern world it’s easier to win and too easy to #fail

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It’s important to know what is going on and how people actually perceive your brand

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Sales Marketing

Customer

Service

Unknown need Recognized need Search Compare Ready to buy Need supportFeedback &

recommendationExit€

TOFU MOFU BOFU Loyalty

Customer

understanding

Example Customer Journey in the B2B ICT world

Channels and services

Uniform Customer Experience Rocks!

One size fits all?

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Reality We have diverse needs and are in different stages of the buying cycle.

Looks for price Compares Ready to buySearches info

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• Content Management (WCMS, ECM)

• Customer Relations (CRM)

• Analytics (Web analytics, Social listening & brand analytics, BI)

• Profiling & personalization

• Marketing automation

• Conversion testing (A/B/MV)

• Unified communications (e-mail, SMS, call center, chat,

video chat)

• Social media

• eCommerce

• Device compliance (Responsive, adaptive, mobile first)

Digital business is not just ’communications’ & ’ads’ anymore

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www.lumapartners.com/lumascapes/marketing-technology-lumascape/

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10 %

45 %

45 %

Anatomy of Success in the digital world

Tools

Resources(own & hired guns)

Culture &

ProcessesSource: Flickr, The Commons

Patric J Lynch: www.flickr.com/photos/patrlynch/450142019

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From clickstream data to context, value and understanding

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Brief examples of success

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Case Marketing Automation excellence

How to deliver a great service experience. An experience that sells.

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Over 100 marketing automation trigger campaigns per week

Messages per type

Triggered Manual Service msg

Additional sales per type

Triggered Manual Service msg

Triggered

30%Triggered

71%

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CASE Manufacturing Company X

Boosting online channels

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+300%

organic

traffic

30 000

leads

annually

Leads

monitored

from contact

to sale in CRM

• Refocusing budget from PPC-only to SEO & PPC

• It’s not just getting more and more visitors, it’s how you can get the right visitors and treat them the way they need to be treated!

• Important to make sure your customer understanding expands along the way by gathering and analysing data

• Automated translation process saves money and time

CASE Health eCommerce

Lost sales every minute, analytics to the rescue

Checkout

-82%

Browsers

¼

sales funnel

seems to be

broken

investigate

Lesson of the story???

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© Innofactor Plc | May 6, 2015 23

You needIT solutions?

We focus on customers.