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From Local Tradeshows to Customer Journey Management By Susan Trast and Henri Syvanen
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Transcript of From Local Tradeshows to Customer Journey Management By Susan Trast and Henri Syvanen
© ABB Slide 1 October 25, 2016
From local tradeshows to customer journey management
Susan Trast, Head of Marketing Communications, ABB Drives and Controls, November 2016
© ABB Slide 2 October 25, 2016
ABB Drives and Controls World’s leading manufacturer of variable speed drives
• Conducts business in over 100 countries • Service centers in over 60 countries • Over 10 million drives delivered • All-compatible drives portfolio to meet all customer needs
© ABB Slide 3 October 25, 2016
Our marketing has always been about reaching the stakeholders
Chris the channel partner
John the manager
ABB Drives Global Marcom
team
Bob the engineer
Local marcom team
Local sales unit
© ABB Slide 4 October 25, 2016
Digitalization brings global and local teams closer to each other
Local marcom team
Local sales unit
Chris the channel partner
John the manager
ABB Drives Global Marcom
team
Bob the engineer
Marketing technology
© ABB Slide 5 October 25, 2016
Digitalization is a transformation journey
Local offline activities
From awareness to lead generation
Scalability of campaigns
Marketing programs
© ABB Slide 6 October 25, 2016
The goal is to manage customer journeys with targeted programs
Pull marketing Push marketing
Customer focus Product focus
Processes Campaigns
© ABB Slide 7 October 25, 2016
Small Elephant #1 Persona-based content across channels
Web Ads Email
© ABB Slide 8 October 25, 2016
Small Elephant #2 Customer experience drives lead generation
© ABB Slide 9 October 25, 2016
Small Elephant #3 Educative & entertaining interactive experiences
© ABB Slide 10 October 25, 2016
Data allows us to connect the dots across journeys
REACH ENGAGE ACTIVATE NURTURE
Digital experiences
Customer journeys
Data and insights CRM Online analytics
KPI Dashboards
Content management system
Marketing automation
Interactive content Web personalization SoMe SEM & SEO
Display
IP-level analytics
Digital Transformation in Industrial B2B Marketing and Sales
Henri Syvänen B2B Strategy Lead Avaus Marketing Innovations @syvaenen
A SHIFT IN MANUFACTURING
DIGITALIZATION SERVITIZATION INDUSTRY 4.0
BUT IN REALITY...
MANUFACTURING COMPANY
END CUSTOMER
OEM
CHANNEL
OEM
HOW TO BUILD RELATIONSHIPS?
A
B
C
UNDERSTANDING CUSTOMER BASE
Account Based Marketing (ABM)
Digital Relationship Management (DRM)
20%
80%
Identification Exploration Evaluation
PROSPECTS LEADS OPPORTUNITIES
UNDERSTANDING COMPLEX JOURNEYS
Identification Exploration Evaluation
PROSPECTS LEADS OPPORTUNITIES
UNDERSTANDING COMPLEX JOURNEYS
F2F Digital
Identification Exploration Evaluation
UNDERSTANDING THE ROLE OF DIGITAL
”TRADITIONAL” THINKING: 70% OF THE JOURNEY IS DIGITAL
Digital
F2F
Identification Exploration Evaluation
UNDERSTANDING THE ROLE OF DIGITAL
REALITY: DIGITAL IS 70% THROUGHOUT THE JOURNEY
BUILDING 1:1 RELATIONSHIPS
CUSTOMER JOURNEY MANAGEMENT
ACCOUNT BASED MARKETING
MARKETING AND SALES ALIGNMENT
UNDERSTANDING COMPLEX JOURNEYS
UNDERSTANDING CUSTOMER BASE
UNDERSTANDING THE ROLE OF DIGITAL
Thank you!
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