BEST PRACTICE: Digital disruption, fragmenting marcomms and empowered consumers. For B2B marketers, could it get any better?

© Fox Parrack Singapour. All rights reserved.

Digital disruption, fragmenting marcoms, empowered consumers.

David Fox, CEO , Fox Parrack Singapour

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18th June 2014

B2B Marketing Summit 2014

© Fox Parrack Singapour. All rights reserved. 2

Started life as an advertising creative

Founded FPS: UK’s 1st tech agency in 1982

Now the agency’s ‘Strategist-in-Chief’

(i.e. devil’s advocate)


Digital disruption, fragmenting marcoms, empowered consumers.

Is this the perfect storm?


“The hardest thing about B2B selling today is that customers don’t need you the way they used to”

Harvard Business Review


“The greatest danger in times of turbulence is not

the turbulence – it is to act with yesterday’s logic”

Peter Drucker

© Fox Parrack Singapour. All rights reserved. © Fox Parrack Singapour. All rights reserved. 7

“The definition of insanity is doing the same thing

over and over and expecting a different result”


AN AGENDA FOR CHANGE

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It’s all got too complicated.

Our job is to simplify it!


7 TRENDS SHAPING B2B MARKETING

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TREND 1: CHANGING BEHAVIOUR

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“70% of the buying process in a

complex sale is already complete before prospects are willing to engage with a live salesperson”

SIRIUS DECISIONS


“Business buyers spend

just 21% of buying cycle in

conversations with salespeople…”

IDG CONNECT


“…instead spending 23% of the

time in conversations with peers and colleagues…

IDG CONNECT

…and 56% of the buying cycle

searching for and engaging with content.”


Prospects are in the driving seat. Not us!

We have to be the first, and fast followers.

Listening, responding, adjusting.


The Empowered Consumer

(has become the Social-Empowered Consumer)


TREND 2: INCREASING CONSUMERISATION

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From the 3rd screen to the 1st.


The Consumerisation of IT...

… has evolved into the Consumerisation of Business.


…it’s getting more personal!

(B2B emulating B2C)


Personalisation and personal experiences will

drive deeper engagement.


TREND 3: CHANGING CHANNELS

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“2014 will be the first year that traditional mass media

becomes direct.”

JAMES FROST, MARKETING DIRECTOR AT NECTAR


Multi-channel as the norm.

(Meeting customers on their terms, where and when they choose)


A more visual world.

*DEMAND GEN REPORT’S 2013 CONTENT PREFERENCES SURVEY

“50% had viewed a video to research a B2B purchasing decision in the past year*”


But, human interaction has never been more important in B2B...

…trade shows are still the biggest B2B expense!

[You can’t replace face-to-face…yet!]


TREND 4: AGILE MARKETING

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Reinventing the agency, reinventing the client/agency relationship


70% of companies that were on the Fortune 1000 list

a mere 10 years ago have now vanished…

FORRESTER


…unable to adapt to change.

Digital disruption changed the

business landscape.

FORRESTER


Companies must break away from the assumption of sustainable

competitive advantage…

…and embrace adaptable differentiation,

i.e. develop an agility advantage.

FORRESTER


Agile, responsive, adaptive, innovative, inventive, lateral.

(Marketing’s new charter)


REINVENTING THE MARKETING DEVELOPMENT PROCESS

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STRATEGY & PLANNING

CREATIVE DEVELOPMENT

PRODUCTION & DELIVERY

MEASUREMENT & METRICS


THE ‘TRADITIONAL’ AGENCY MODEL

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A few people in disciplines driving strategic, creative and client decisions

A load of resources on production & management of tactical deliverables


THE ‘NEW’ AGENCY MODEL

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A wider group in disciplines driving strategic, creative and client decisions

Still a load of resources on production & management of tactical deliverables


TREND 5: THE LANGUAGE OF MARKETING

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Authenticity

Issue of trust and relevance


Employee Advocacy

“Amplifying the true voice within”


Engaging emotions


Story-telling

‘Connected conversations’


TREND 6: LONG LIVE ADVERTISING!

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Going back to my roots…

…and the art of persuasion


“Influencing prospects before the buying process begins in

order to build a preference.”

DEFINITION OF NURTURING


“Our focus is on creating ideas so contagious

they can’t be controlled.”

MARKETING DIRECTOR, COCA-COLA


“The big idea is the ultimate unfair advantage.”

FPS MANIFESTO


“Big ideas that take over the page, the doormat, the inbox, the screen.

Rich ideas that can be mined for multiple executions.

FPS MANIFESTO

Ideas that work through, in and across any medium, anywhere.”


“The Mainframe: old, slow and lumbering?”

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EXAMPLE 1



“Turning a product-sell into a customer experience”

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EXAMPLE 2



“When your sales people don’t value your solution”

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EXAMPLE 3



“Giving voice to a challenger brand”

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EXAMPLE 4



TREND 7: MARKETING’S ROLE

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“Marketing can rightfully move from the taillights of the

organisation to the headlights.”

DAVID FOX


THANK YOU Any questions?

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BEST PRACTICE: Digital disruption, fragmenting marcomms and empowered consumers. For B2B marketers, could it get any better?

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