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

2

mailto:[email protected]

http://www.linkedin.com/in/rkarhu

https://twitter.com/webgrizzly

Innofactor in brief


421employees

44,1M€

10offices in FI & DK

3

The world has transformed.


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.”

4

Sales & Marketing before and now


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


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

7© Innofactor Plc | May 6, 2015


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?


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

Looks for price Compares Ready to buySearches info


• 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


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


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


From clickstream data to context, value and understanding



Brief examples of success


Case Marketing Automation excellence

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

20

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%


CASE Manufacturing Company X

Boosting online channels


+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???



You needIT solutions?

We focus on customers.