is marketing the new sales?

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

市场新营销? is marketing the new sales?

LUCA DESTEFANIS Marketing Executive | IBM Asia Pacific

Shanghai | 11.09.2014 | B2B Sales Leader Forum

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

business to business… or what?

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

Company Matters

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

What about Persona?

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

It’s not Business To Business, nor Business To Consumer. It’s Human to Human. Getting Personal Matters

➔  B2B buying is very personal, entailing bigger risks than any consumer purchase

➔  Understand customer personal goals and emotions

➔  Craft brand messages that convey personal value

➔  Aim at both rational and emotional differentiation to win preference: teach the customer WHY (something new about business needs and challenges), provide the WHY NOW (compelling reasons why it is necessary to take actions)

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

marketing-first or sales-first?

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

Discovery! Engagement! Purchase/Adoption!Commitment! Advocacy!

The Customer Experience

CX led by Marketing!CX led by Sales!

Steps in the Journey!

Cha

nnel

s of

Inte

ract

ion!

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

Enabling Sellers to Deliver The Customer Experience

Seller Experience!

Customer Experience!

Brand Advocacy!

Brand Value!

CONNECTED

KNOWLEDGEABLE

PREPARED

COMMITTED

TRUSTED

INNOVATIVE

SOLUTIONS VALUES

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

➔  Create personas and experience journey map that deeply understand and consider customer needs, drivers and emotions

➔  Identify Moment of Truth in the customer

experience, and make sure you deliver the promise

➔  Break down company silos, integrate channels

➔  Build a system of shared valued and behaviors that focuses employee activity on improving the customer experience. Have Sellers as the Brand Advocate

It’s Client-first. It’s about Engaging and Connecting with people. Make sure your Sellers are the best Brand Advocates

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

marketing: art or science?

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

What makes for a great brand?

An enduring idea: World-changing progress

Experienced through: The IBMer

Who they serve: Forward thinkers

Differentiated by: Living our values

CORPORATE CHARACTER

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

Data-Driven Marketing is revolutionizing the way we touch our customers and deliver business outcomes

Data and Infrastructure

Data-Driven applications

Personalized client experiences

Always-On Marketing

System!

Client Experience!

Nurture Services!

Content and Offers!

Inbound Optimization!

Marketing Planning!

Marketing Systems!

Client Experience!

Marketing Services!

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

➔  Drive the intentional management of brand and culture

➔  Shelve the commercial pitch in favor of authentic storytelling

➔  Develop an acute understanding of the company reputation by actively listening and engaging in social media

➔  Run real time customer analytics (descriptive, predictive, prescriptive) to generate new ideas on whom to serve, and how to best serve that individual

➔  Link operational metrics to strategic objectives to financial performance, and drive ongoing interlock with Sales

Marketing at its best manages the brand to represent the corporate character and leverage analytics to deliver business outcomes

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

①  It’s Human to Human

②  It’s about Engaging and Connecting with people

③  It’s building the Brand and running deep Analytics

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

A Case: Marketing Cognitive Computing

shanghai | september 2014 | luca destefanis | twitter: @lucadeste!

Luca Destefanis. IBM lucad@sg.ibm.com @lucadeste

谢谢！