Has come the time, when no serious B2B company, can ignore the revolution triggered by Social Media, Mobile Revolution and Content Marketing strategies. In these slides, are explained some key factor affecting the change, and a possible recipe to enable B2B companies, to face this new, and disruptive, challenge

1. CONSUMERIZATION OF B2B MARKETING:
STRATEGIES, TRENDS AND SOLUTIONS.
Andrea Magatti
Content Marketing, Mobile App, R&D, Big Data manager,
Hsell
Andrea.magatti@hsell.it
Mobile: +39.335.1807676
http://it.linkedin.com/in/andreamagatti/
Twitter: @magatz

2. Consumer/Buyer’s evolution:
• Search on the Net, and (maybe) will buy in stores
Professional buyers are Consumers?
• Who are, demography, mobile, the non return point
The verge
• Content Marketing
• B2B E-commerce has exceeded B2C: Amazon Supply
A recipe…
• Back to Basics – B2B has to learn from B2C
AGENDA

3. •Usage of personal devices in the workplace, just because they are better than Companies’ toolsICT Consumerization
•Mobile was the only media type to grow in total U.S. consumer minutes spent per day from 2010 to 2012.(Business Insider
Gen- 2014)
•Search is also becoming increasingly mobile. Tablets and smartphones now account for 26% of all local search traffic.
Mobile Revolution:
•Social Media Revolution 2013Social Revolution:
•The same things they do when they are searching info for personal purchases
What are doing your
Buyers?
THE BUYER’S EVOLUTION(1)

4. •Deloitte predicts that in 2014, the over-55s will be the age group
experiencing the fastest year-on-year rises in smartphone penetration
across developed markets.
The Age factor
•Purchase directors and buyers are using their mobile technology to
decide what to buyWhy changing?
• Understand how buyers data, and eventually decide to buy your
products, is the key to build a successful marketing strategyKnow them!
•Anyone uses the info, that they can find, but average quality of
information provided by B2B companies, is still too lowLet them knowing us!
THE BUYER’S EVOLUTION(2)

5. SOME DATA…

6. MORE DATA…

7. AGAIN…

8. AT LAST…

9. •Deloitte’s research found that among 11 developed countries at least one
in four smartphone owners aged 55+ had never downloaded an app to
their device
Content and decision
makers
•The time has come to produce new and exiting content for these late
adopters of mobile technology
And now?
•Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable customer
action.
Definition
•John Deere and MichelinExamples
THE VERGE

10. JOHN DEERE
It is a customer magazine that
has been published by the John
Deere corporation since 1895.
It is now available in more than
40 countries and in 12 different
languages

11. MICHELIN
In 1900, Michelin Tires released
a 400-page guide geared at
helping drivers maintain their
cars.

12. •Strategic choice or «Follow the consumer» ?
Why Amazon
is going B2C?
•It may appear Amazon and other industrial merchant sites will create downward price
pressure and increased competition for wholesalers and distributors, eventually eroding
their margins.
•When truly differentiated prices are offered through an ecommerce site, distributors see
better price realization, higher profits and lower costs to serve customers
Asymmetric
information
THE VERGE: AMAZONSUPPLY.COM

13. Big Data
Hybrid Lead Generation
B2B e-commerce
Content & Digital Marketing
OUR RECIPE…

14. “IT IS BECOMING THEIR LINGUA FRANCA BECAUSE DATA MINING HAS ENTERED A GOLDEN AGE” - NYTIMES.COM
BIG DATA: R LANGUAGE

15. OPINION TARGETING: MOBILE ADVERTISING … REVOLUTIONARY!
LEAD GENERATION: QRIOUSLY
1. INSIGHT
A CONVERSATION WITH THE USER IS STARTED WITH A QUESTION.
THE USER ENGAGES DIRECTLY WITHIN THE UNIT. THIS MINIMIZES
INTERRUPTION AND MAXIMIZES PARTICIPATION.
2. ADVOX
AFTER ANSWERING, YOU HAVE THE OPPORTUNITY TO
COMMUNICATE
YOUR BRAND IN THE SAME AD UNIT.
INSIGHT
ADVOX

16. BRINGING B2C INTO B2B: VROOZI
Create a Thriving Electronic Marketplace!

17. Let me use a slogan, taken from one of my
favorite video games (Bioshock)
No Gods: aka no packaged SW
solutions
No Kings: aka no packaged
methodology
Only men: aka follow any trail, and choose
the best FOR YOU!
CONTENT & DIGITAL MARKETING