The world has changed?

Problemthe

Moving to tomorrow’s battlefield

“Today’s customers are online

explorers, seeking out online ratings,

peer reviews, videos and in-depth

product details as they move through

the buying decision process.”

Tomorrow’s battlefield?

Today’s battlefield is here

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Tomorrow’s battlefield is here

Tomorrow’s winner is here

Solutionthe

What is your Marketing Strategy?

Customer Adoption

is the New ROI

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What is your Customer

Adoption strategy?

www.flickr.com/photos/winemegup/3641912321

Get it right

www.flickr.com/photos/roome/3390682853

Get it wrong

Marketing Mindset Shift: B2B -> B2C1

Channel Strategy -> Customer Touchpoint Strategy2

Sales & Marketing -> Weapons of Mass Adoption3

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Future focused

Think outside the boxTarget early adopters

Early Adopter Market Mainstream Market

DANGER - CHASM!

Technology Adoption Curve

TIME

Create capacityto service demand

Technology Vendors Channel Partners

Build the buzz!!!!

Build sales channels

• Distributors• Retailers• Resellers• VARs• Service Providers• System Integrators• Consulting Partners

Technology Innovators2%

Visionaries14%

Pragmatists34%

Conservatives34%

Sceptics16%

Create a tipping point

Influencer/Adopter Programs

Demand Generation

Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion

leaders and influencers

Channel readiness & activation

GTM Strategy & Business Plan

PER

CEN

TAG

E O

F P

OP

ULA

TIO

N

AB

erentf

difthink

Change your thinking

www.flickr.com/photos/oriol_gascon/2172565951

The hard way

AND Thinking

The Buying Process

Search

Find

Qualify

Try

Buy

Use

Manage

Up-Sell

Support

Refer

The Buyer’s Journey

Audience 2

Create a tipping point

Marketing Mindset Shift: B2B -> B2C1

Channel Strategy -> Customer Touchpoint Strategy2

Sales & Marketing -> Weapons of Mass Adoption3

Build a better mouse trap

www.flickr.com/photos/clementlivolsi/4596430458

www.flickr.com/photos/camdiluv/5788194542

Capture their imaginations

Clarity of vision

Sales Channel Strategy

Customer Touchpoint Mapping

source: adapted from socialmarketingforum

Dig

ita

l

To

uc

hp

oin

ts

Ph

ysic

al

To

uc

hp

oin

ts

Marketing Mindset Shift: B2B -> B2C1

Channel Strategy -> Customer Touchpoint Strategy2

Sales & Marketing -> Weapons of Mass Adoption3

Demand Generation

The power of influence

Help Customers to Solve for Why?

source: www.corporatevisions.com

Educate

Inspire

source: www.corporatevisions.com

Marketing is Sales Tomorrow

1. A mobile device is an extension of the owner’s personality

and personal identity

2. Target early adopters/opinion leaders to create an “unpaid

sales force” of fans, influencers and recommenders

3. Design and deliver a superior End2End Customer

Experience. Align all your marketing actions with customer

touch points along the Buyer’s Journey from creating buzz

to adoption to recommendation.

www.flickr.com/photos/winemegup/3641912321

Get it right

www.flickr.com/photos/horacio/3781750

David R Ednie

President & CEO

SalesChannel Europe

Ph: +33 676 60 09 25 (FRA)

Email: david@saleschannel-europe.com

Website: www.saleschannel-europe.com