B2B Marketing to Millennials: Technology that Meets Expectations 9.8
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Learn how the IBM Marketing Cloud can help B2B Marketers effectively engage an increasingly important demographic: Millennials.
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B2B Marketing to Millennials: Technology that Meets Expectations 9.8
- 1. b2b marketing to millennials Technology that meets expectations @hannahbegan
- 2. a seamless experience is expected.
- 3. 3
- 4. Customer Engagement Framework Personal DynamicReal-time Automate • Align Goals to market Segments • Set Objectives for each Interaction • Allocate Budget & Expense to achieve Goals & Objectives • Identify Preferences • Understand Customer Journeys • Define Market Segments • Create amazing customer experiences • Sequence Interactions within an Experience Map • Specify channels, creative, and offers required for each interaction • Assemble and manage creative and offers • Understand use/reuse of create and offers • Ability to test (A/B or MVT) • Collect data and behaviors for reporting within Optimize, Understanding, and enhancing the CVOC • Develop views, reports, and executive dashboards • Financial impact of Plans, Goals, and Objectives
- 5. ibm.com/marketing REALTIME, SATISFIES INSTANT GRATIFICATION: Multichannel marketing in the palm of your hand What expectations must we meet?
- 6. Create client experiences that matter Influence the influencers Deliver data- anytime, anywhere Make it easy Share the love
Notes de l'éditeur
- 81% of companies say they have or are close to having a holistic view of their customers, however, 37% of consumers say their favorite retailer understands them. The misalignment suggests something to be done here. Digital Natives have expectations. Tying digital natives to digital enablement- instant gratification is the psychology behind it. Who can deliver?
- The job of marketing today looks nothing like it did 2 or 3 – let alone 5 – years ago. The job has changed tenfold in scope and complexity. Consider these changes: More data- in real time, constantly growing Campaigns are triggered real time Channels to reach customers have exploded- paid, owned, earned Products & services span a greater spectrum Analytics have increased in sophistication What challenges does this create for engaging clients? Disparate data across the company Increasing number of engagement channels Producing relevant and personalized content Example: Buy your dad a Father’s day gift and then get spammed with fishing gear in your email for 3 weeks -> not personalized, not relevant to your past purchases (not using existing client data), too many interactions (you don’t usually interact via email) Detailed description of changes… Database marketing was about a known set of attributes with segmentation updated 1-2x a year; now the types of relevant customer information are constantly growing and you are expected to assemble it into dynamic customer profiles Campaigns were all scheduled and pushed out; now they are increasingly triggered by customer events and personalized dynamically The number of channels to reach each customer has exploded across paid, owned and earned Offers have gone from only product and price to much broader sets of relevant services and experiences – many that may not be owned by marketing or even your company Through it all, you have to deal with exploding data and analytics to know customers better, identify new opportunities, demonstrate and improve results Suggested leave behinds: HBR article on the New Basics of Marketing dedicated to the rise of the chief marketing technologist: https://hbr.org/2014/07/the-rise-of-the-chief-marketing-technologist New IBM-Wharton CMO executive Education program: http://executiveeducation.wharton.upenn.edu/for-individuals/all-programs/the-cmo-advantage CMO Insights from the IBM Global C-Suite Study: http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=XB&infotype=PM&appname=GBSE_GB_TI_USEN&htmlfid=GBE03593USEN&attachment=GBE03593USEN.PDF
- THE FRAMEWORK We’ve designed our solution around the way marketers work (the interface of the IMC is built seamlessly around the framework) Different functions across the enterprise in siloes. In reality, these functions are all connected but often they get “stuck” in their own siloes. The framework connects these different departments so that they can work together to create engagements (at the center of the framework) The framework does two things Brings those functions together in a common interface and workflow Gives businesses the flexibility of multiple entry points (For examples: A business who is just starting in the digital marketing world may want to just invest in JA & JD to begin. OR, a client who is an advanced user may want to add complex DA tagging or mobile capabilities) Example: Think about your favorite brand. In side the company they have different people performing different functions (traditionally these are siloed). There’s a team in charge of email, one that works the call center, another that handles analytics. Now that the customer is the center of the journey, customer engagement is pervasive across the organization. Therefore, brands need to tie their functions together and break down siloes. If you want to truly engage the customer (ESP MILLENNIALS) in real time, in context, with personalized content…. You need to have a framework that unifies the functions across the enterprise ** We’re not trying to only segment and target millennials, millennials are setting the golden standards…. That have led all consumers to demand personalization. This is now the strategy for all generations
- Personalized Real time Continuous across channels Responsive, adaptive Efficient connected We are now going to step through a journey as a Millennial consumer… both from their view and peeking under the interactions to look at the tools that can help you engage your millennials customers
- ready access to information/data opportunities to connect and collaborate easy, fast, convenient engagement …To create branded, relevant, omni-channel clientexperiences that all clients want
- All about blending in to their daily life Use tools that allow you to provide b2b millennial clients with consistent experience across channels The ability to understand clients and design relevant journeys show that you value them Leverage client data to get meaningful insights Conduct a client experience assessment Identify where pain points can be eliminated and improvements can be made Create client personas informed by data insights from your current client base Build a 360-degree perspective of your clients’ likely influencers Use social listening tools and analytics to see if influencers have sufficient exposure to your brand
- - Engaging millennials is all about blending with their lifestyle Use digital channels to engage millennials AND bring them to in person At first- Engage millennial audience with in person events Use digital to connect millennials with local events… user groups, info groups, networking, hackathons, conferences, conferences with a millennial focus On day to day….. Email, phone, text, social, etc Vendors/Marketers can use cloud-based development technologies to create relevant mobile experiences for clients Develop mobile business apps that decision makers and their teams can use to access data and perform specific tasks Ensure content is authentic to the brand, accurate, relevant to what the client needs to know, and easy to access Integrate Millennials into your sales and marketing teams Have Millennials help design the guiding principles for client convenience Introduce Millennial reps to Millennial clients Myth: Millennials aren’t opposed to in person contact. In fact, they value it. Smart marekters are using digital to bring millennials in store. By listening, brands can engage millennials at the right time to bring them in store.
- UBX, UB, DA Listen to what buyers are saying… via social and brand aps etc Invest in to maintaining the relationship after purchase = brand advocates Make capturing and sharing client references a strategic priority Reach out to satisfied clients to let them know you want to share their story Develop strategies that spotlight client success stories via digital, traditional and experiential channels Optimize What is it? Determines optimal contact strategy for each customer, uses powerful integrated algorithms, balances business objectives & constraints with customer preferences and history. Achieves maximum overall marketing ROI while satisfying the need of individual product lines and businesses