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TOTALPERSONB2BAPPROACH:
ACCELERATINGNEWBRAND
GROWTH
Introduction
INAWORLDWHEREOURBUSINESS
ANDPERSONALLIVESHAVECONVERGED,SOSHOULD
BUSINESSCOMMUNICATIONS.
TheB2Bbuyingprocessismorecompetitivethaneverbefore,withthegapbetweenawinningand
losingbrandshrinking78%since2021.B2B
brandsareatacriticalmomentthatrequiresthemtounderstandtheircustomers’motivations,needs,behaviors,values,anddecision-driverstoearn
attentionandconsiderationintoday’sbusinessenvironment.However,toomanyB2Bbrands
focusontherationalandfunctionalmessagingandnotenoughontheemotionalandvalue-driven
brandbuildingthatcreatesrelevancyandtrustwithbusinessdecisionmakers.
B2Bbuyers’decisiondriversarebecomingmorepersonal,andemotionallyled.In2021only38%ofdecisiondriverswerepersonal-todaythatnumberis52%.WhenconsideringcompaniestohireforB2Bproductsandservices,B2Bbuyers’topconsiderationsareseekingbrandsthatare
knownasthoughtleadersintheircategory,areagoodcompanytoworkfor,andmakethemfeelsafetodobusinesswiththem.
Accordingtodentsu’s
2024SuperpowersIndex,
B2Bbrandsthatfullydeliveracrossthe
professionalandpersonaldecisiondriversseebetterperformancethanthosewhodonot,
including:
•Convertingopportunitiestosalesfasterwithaveragesalescyclesbeing27%shorter.
•Drivingnearly3timesincreasedspendfromtheircustomersinthefuture(33%versus
13%).
•Achievingalmosttwicetheadoptionratefortheirproductsandservices(41%vs23%forotherbrands).
•ReceivingsignificantlyhigherNetPromoterScores(+83vs+23forotherbrands).
So,whatshouldB2Bmarketersdotobecome
future-readyforthenewwaveofB2Btotal-personmarketing?
2.
/Introduction
Therearethreeprinciplesto
successfullybuildaTotal-PersonB2Bcommunicationsapproach:
01.Havethemostinterestingthingstosaywherepeoplearemostinterested.
02.Thinkaboutyourplatformas
muchasyouthinkaboutyourcontent.
03.Planformomentsthatmatter.
IMPLEMENTATOTAL-
PERSONB2BAPPROACH.
AtiProspect,westarteveryB2Bengagementby
firstpaintingapictureoftheTotal-PersonB2B
Buyerthatwilldrivebusinessgrowth.Weaimto
understandtheircurrentrelationshipwithyour
brand,yourcompetitors,andtheothercontentandmediathatcapturetheirattention.
WhatisTotal-PersonB2B?Simply,itislookingbeyondtitlesandjobdescriptionswhenidentifyingwaystoconnect.It’salsoanimportantfoundationforaccount-basedexperiences(ABX),deliveringone-to-onepersonalizationacrossthebuyer
journey.TheaverageB2Bbuyingdecisiontakesmorethanayear(379days)–andtokeepyourbuyer’sattentionforthatlong,personalization
throughABXandthebreadthofaTotal-PersonB2Bapproachisamust.
CombiningthepowersofMerkury,ourglobaldata,identity,andinsightsplatform,withour
SuperpowersIndex
,westartbylookingatwho
potentialandcurrentcustomersare.Welearnwhattheirroleisinthedecision-makingprocessand
ipROSPECT
whatmatterstothemintheirjob.Welearnabout
thequalitiestheyvalueinthemselvesandothers
andwhatmotivatesthemeachday.Welearnthe
otherbrandstheyhavepreferenceforandhowtheyspendtheirtime.Weanalyzetherolemediaplays
intheirlives,bothprofessionallyandpersonally.
Onlythencanweuncovertherealhumaninsights
thatleadtodistinctiveandeffectiveB2Bcampaigns.
Workday,oneofiProspect’sclients,isashiningexampleofthepowerofTotal-PersonB2B.
Workday’sRockStarcampaign,executedin
partnershipwithWPPOgilvy’screativeteam,continuestosucceedbecauseitisbuiltonandaroundnotonlyprofessionalbutalsopersonal
interests(sportsandtravel).Itacknowledgesthatbuyershavebusyprofessionalandpersonallives
andleveragesbreakthroughmediaplacementsthatbringhumanitytoB2Bmessaging.
Rightaboutnowyouarethinking:“Ok,I’msold.ButhowdoIapplyTotal-PersonB2Btomybusiness?”
3.
FutureReady
01
HAVETHEMOSTINTERESTING
THINGSTOSAYWHEREPEOPLEAREMOSTINTERESTED
AttentionhasnotbeenatopconsiderationinB2B,butitshouldbe.
4.
Havethemostinterestingthingstosaywhere
peoplearemostinterested
Considerationsformarketers.
Thechannelsandformatsthatdrivethemostattentionwithpeoplealsoworkforbusinesspeople–build
yourcreativetostandoutinthoseenvironments.
ThirtypercentofB2Bbuyersareeliminatingthe
second-placedbrandbeforeevencontactingthem.
Grabbingbuyers’attentionearlywithakeypoint-of-differencecanmakeorbreakapotential
contract.
Seventy-onepercentofB2Bmarketersbelievethattheirdistinctbrandpositioningperforms
stronglyinthemarket.Sixty-eightpercentofB2Bbuyersthinkmostofthecommunicationstheyseefrombrandslooksthesame.
Whydoesthisdisconnectexist?Itcomesdowntothis:whatwe(marketers)findinterestingisnot
alwaysthesamethingthatthey(B2Bbuyers)findinteresting.
Justbecauseyouaresellingbusinessproductsandservicesdoesn’tmeanthatyouronly
competitionisotherbusinessproductsand
services.Thethingsyourbusinesshastosay
needtobemoreinterestingthaneverythingvyingforyourcustomer’sattention.Afterall,youare
mostlikelycompetingwithaTikToktheirwork
bestiejustsentthem,whattheofficecrewwantstoorderforlunch,oranoldboss-turned-LinkedIn-
influencer'srecentPOV.Youarecompetingwith
peoplewonderingwhytheDuolingoowlissad(anyone?).Youareinabattleforpeople’s
attention,andnotjustintheirworkenvironment.
ipROSPECT
SomeB2Bcompaniesshyawayfromsocialand
culturalrelevanceforfearthattheircompanywon’tbetakenseriouslyenough.Anaddoesn’tneedtobeserioustobebrandsafe.ManyB2Bbrands
havefoundsuccessbyleaningintocultureanddevelopingcontentthatisrelatabletothe
businesspersonastheirtotalself.Thetrickis
knowingwhereattentionisgoingtoworkhardestforyourbrand.Infact,whenyoubalancechannelreachandachannel’simpacttoabrand’s
Superpowersscore,social,experts,and
influencersdrivegreaterattentionwithinthemediamix.
Gettingpeople’sattentiontakesmorethanjusta
cleverad.AtiProspectanddentsu,weareleadersinattention.Ourongoing
AttentionEconomy
workhashelpeddemystifytheage-oldadvertisingquestion:“Whatpartofmyadvertisingworksand
whatdoesn’t?”Whatweknowdoesn’tworkis
advertisingthatdoesn’tgetlookedat.Wefound
that,onaverage,adsarelookedatdirectlyforonlyone-thirdofthetimetheyappear.Themajorityarelookedatperipherallywhileothersarenotseenatall.Thatdoesn’tmeanthatonlyone-thirdofads
areeffective–adsthatareseenintheperipheral
cananddodrivesalesimpact,albeitlessthan
thosethatreceivefullattention.Whatmattersmostwhenitcomestoeffectivenessisthatyourcreativeisstrongandclearlybranded,thatitisfully
viewableintherightcontext,andthatitkeeps
peoplethereaslongaspossible.5.
6.
FutureReady
02
THINKABOUTYOURPLATFORM
ASMUCHASYOUTHINKABOUTYOURCONTENT
WhetheryouaredevelopinganadforB2BorB2C,thecontextin
whichthatadisviewedmatters.Gonearethedayswhenyoucouldcopy/pasteonecampaignassetintoallyourchannelsandexpect
yourcampaigntoperformamazingly.
Thinkaboutyourplatformasmuchasyouthink
aboutyourcontent
Considerationsformarketers.
Don’tcopy/pastecreative!Identifytheplatformsyourbuyersusemost
andworkwiththoseplatformstobuildcontentthatisbespoketothe
placementwhilestillreinforcingyouroverallbrandstory.
Whenplanningforcampaigns,youmust
considerthechannels,platforms,andformatsthatwillbethebuildingblocksofyourbrand
storyandexploittheirbenefitstoyouradvantage.
LookingbackatourAttentionEconomy
research,wefoundthatvideoadsonSocial(in-feedmobile)andMobile(pre-roll)receivedfullergazewhenviewingcomparedtoTVads.Thesemobilevideoformatscanbebetterat
communicatingsomeofyourcompany’sunique
sellingpropositions(USPs)andbenefits,especiallyifusingconsecutiveadunits.
Merkury,plusouriProspectplatformhyper-
specialists,canhelpcreateuniquesolutionsforB2Bmarketers.Whereverpossible,weliketoworkwithourplatformpartnerstoidentifyandinnovatetheformatsweuseforbrands.
Inthesemoments,makesurethatyou,yourmediaagency,andyourcreativeteamssharea“one
team,onedream”mentality.Itisessentialfor
activatingworkthatisbespoketoyourbrandandisinnovativeinthemarket.
Gettingtoformat-firstecosystemplanning
requiresadeepknowledgeofthechannels,
platforms,andpartnersandthebehaviorsthatpeopleexhibitonthem.
ipROSPECT7.
8.
FutureReady
03
PLANFORMOMENTS
THATMATTER
SimilartoB2Cbrands,B2Bmarketingrequiresadeepunderstandingof
theconsumerjourneytoidentifythebestmomentsforconnection
betweenabuyer,theirpanelofstakeholders,andyourbrand.However,B2Bbrandshavemorecomplexityinthekeyinfluencersanddecision
makersateachstageofthatjourneyanditdoesn’talwaysgetnarrowerthecloseryougettothepointofsale.
/Planforthemomentsthatmatter
Considerationsformarketers.
Don’tfalltraptotheoldmarketingfunnelandthinkitwillworkthesamewayforB2B.Ensureyouknowthe
coreinfluencersanddecisionmakersandknowthatsometimes,theyare
NOTthebuyer.
Buyingteams,onaverage,includesixtoseven
members.Understandingeachindividual,and
reachingthemviaasoundABXstrategy,makesahugedifferenceinbeingabletoeffectivelyspeaktothepersonversusthecompanyatthetimesthat
mattermost.
Capturingtheactualleadisnottheonlymoment
thatmatters.AccordingtoLinkedIn’sB2BInstitute,inpartnershipwiththeEhrenberg-Bassinstitute,
only2%ofB2Bbuyersareactivelyin-marketfor
yourproductsorservicesatanygiventime,whichmeansyourbusinessneedsthesamereachand
mentalavailabilitytobeconsideredwhenin-marketinterestistriggered.
Withsuchalongbuyingcycle,it’simportanttotakeafullbrand-to-demandapproachthatappropriately
plansfor,measures,andoptimizesthekey
inflectionpointsacrossthebuyerjourney.Too
often,weseebrandsfocustheirKPIs(and,
therefore,investments)heavilyontheendofthebuyingjourney.
Ameasurementframeworkthatevaluatessuccessacrossallstagesofdecision-makingcanfuelsalesandmarketingteamswiththedatatheyneedto
engageeffectivelywitheachpersononthebuyingteam.Thattranslatestomessagingandmedia
that’strulytailoredaroundyourkeybuying
ipROSPECT
situations,orthemomentsthatmatterinyour
buyer’sjourney,sothatyouarereadyinmarketwiththebestsolutionwhentheyare.
AtiProspect,wehaveindustry-leading,proprietarytoolsandresearchthathelpusunderstandyour
buyers’journeysbetterandwhatmatterstothem
eachstepoftheway.Dentsu’s
Superpowers
Index
helpsuspinpointtheattributesthatarethe
mostinfluentialateachstage,andourMerkury
B2BConnectdataensureswearereachingthem
atthehighestopportunity.Thisallowsustoplanforthekeymomentsinthejourneyandcreate
experiencesthattelllayeredbrandstoriesthataligntobroadreachinitiatives.
It'snotjustaboutfindingthemomentsthatmatter
butalsoensuringyouaredeliveringanexcellent
experienceinthatmoment.ThisiswheremostB2Bbrandsfallflat.Infact,since2022,thepositive
experiencesthatbuyershadateachstepofthe
journeywithbrandshasfallensignificantly.Thereisagreatopportunityforbrandstogettheexperiencerightfortheircustomers.
However,everyB2Bcategoryisdifferentandhasbuyerswithdifferentneeds.It’simportanttodotheworkupfronttounderstandwhatmomentsmattermostandwhatwillmakeabuyerchooseyouoverthecompetition.
9.
/FuturereadyB2Bstrategychecklist
Settingthefoundation:
oAreyouconductingacompetitiveanalysistounderstandthecurrentlandscapeandwhat’snext?
oDoyouhaveacomprehensiveunderstandingofthebiggestchallengesyourmarketingteamis
facing?
Creatingaseamlesscustomerjourneyandexperience:
oHowdoyoumapandoptimizethecustomerjourney?
oDoyouutilizeaudiencesegmentationtoinform
campaigndevelopment,targetingspecificgroupsratherthanageneralaudience?
Implementingacomprehensivecontentstrategy:
oIsthereacontentdevelopmentstrategyinplaceforallcurrentchannels?
oIsyourcontentdevelopmentstrategydrivenbyperformancemetrics?
Defininginternalfunctionalalignment:
oIsthereaconnectionbetweenSalesEnablementandMarketing?
oIfso,howdothesedivisionscollaboratetoachievebusinessgoals?
Implementingtechnologya
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