This presentation, delivered by Jacques Pavlenyi of IBM, was part of "The Consumerization of B2B Marketing" event held May 21, 2015 in La Jolla, organized and hosted by SoCal BMA. The forces that are buffeting entire industries are buffeting the practice of marketing as well. The large influx of Millennial workers weaned on social media, smartphones and tablets powered by cloud delivered apps is having a profound effect on B2B purchase behaviors. Think of it not just as the consumerization of IT (as Gartner research calls it) but also the consumerization of B2B marketing. Jacques Pavlenyi lead the discussion of these forces, and how: - information consumption patterns of decision makers are shifting. - non- traditional influencers wield more power - the traditional funnel is being upended and compressed by the cloud, from Discover-Learn-Solve-Compare-Try-Buy-Adopt to simply Try-Learn-Upgrade. - the application of Marketing technologies and analytics can make actionable sense of that seething mass of data.

1. @mediamutt @IBM
Jacques Pavlenyi
Program Director
Social Collaboration Software Marketing
IBM
THE CONSUMERIZATION
OF B2B MARKETING @socalbma #socalbma

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What’s all this about?
Tech is changing the workplace
So are Millenials
The impact on Marketing
Next steps

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Tech is changing the workplace
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Cloud is changing the workplace
! Innovate at the speed of
cloud
! Buying cycle: try, adopt,
buy more
! It’s as easy to buy
business solutions as it is
a smartphone app…and
as easy to drop

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Data is changing the workplace
➢ Data is the new natural
resource
➢ It’s not about
information, it’s about
insights
➢ Cognitive and natural
language processing put
insights in the hands of
everyone

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Engagement is changing the workplace
➢ Mobile and Social blur the
boundaries between work
and play
➢ Information consumption
patterns are changing
➢ Expectation is for personal
engagement – we no longer
trust advertising
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Millennials are changing the workplace
2020 2030
50%
USA workforce
75%
Global workforce

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⌧ Different career goals and expectations
⌧ Want constant acclaim and trophies
⌧ Online addicts, no boundaries
⌧ No decision without the group
⌧ Jumps ship if feeling unfulfilled
5 Myths about Millenials

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How will Millenials change the workplace?
Some uncomfortable truths…
! All employees are in the dark
! All generations think their org’s
customer experience is poor
! All ages have embraced tech – it’s the
enterprise that is slow

10. “67%%of#the#buyer’s#
journey#is#now#done#
digitally.#Online#searches#
are#execu9ves’#first#
course#of#ac9on.”#
#Source:(SeriusDecisions(study(realeased(
in(2012(“The(Marke:ng(Organiza:on:(
The(Next(Five(Years”(
(
3!Biggest!Complaints!
B2B!Buyers!Have!About!
Vendor!Content!are!
Too!Many!
Requirements!for!
Downloading!Blatantly!
PromoAonal;!and!NonD!
SubstanAve,!
Uninformed!Content.!
Source:(Social(Media(Today(
The impact on marketing is profound
Off#Domain# On#Domain#
17#people#
involved#in#
Enterprise#
Technology#
purchase#
Source:(IDG,(Enterprise(
Role(&(influence(of(the(
Technology(
Decision<Maker(Study,(
2014(
360$View$
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The impact on B2B marketing is profound
! Getting to know you
! Don’t call us, we’ll call you
! Pull the trigger with data and gut
! Share the experience discreetly
Source: “To buy or not to buy: how Millenials are reshaping B2B marketing”, IBM Institute for Business Value, April 2015

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So what should I do?

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From B2B to Human-to-Human Marketing
➢ Relevant
➢ Real
➢ Ready

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Be relevant with rich, actionable personas
➢ Your buyer is real
➢ Your buyer doesn’t work
alone
➢ Your buyer has
preferences
➢ Your buyer has
emotions

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Be real: speak human
➢ Ted’s a person, not a
“buyer”
➢ Ted cares about his
career, not a value prop
➢ Find out how you can
help Ted, not what he
can buy from you
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Engagement Metrics Results Metrics
Likes and Follows Visits and Clicks
Retweets Leads
Shares Conversion Rates
Comments Sales
Social impressions Support tickets resolved
Social mentions Account setups
Check-ins Repeat registrations
Source: Justin Ramers, Big Bang Theory of Digital Marketing
Ready: use data to uncover real behaviors

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Recap
! Cloud, Big Data, Engagement
! Millenial Myths and Truths
! From B2B to H2H: 3 Rs

18. @mediamutt @IBM
Jacques Pavlenyi
Program Director
Social Collaboration Software Marketing
IBM
THE CONSUMERIZATION
OF B2B MARKETING @socalbma #socalbma
#socalbma •

19. ‹#›
! How is technology affecting your engagement with
customers?
! How are Millenials changing your buyers’ behavior?
! How is Marketing changing in your organization?
! What is working and what isn’t?
Interactive Discussion
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20. ‹#›
h"ps://www.linkedin.com/company/socalbma5
h"p://www.twi"er.com/socalbma55
h"p://www.slideshare.net/socalbma5
h"p://www.facebook.com/socalbma5
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Business Marketing Association, Southern California Chapter
The Consumerization
of B2B Marketing
May 21, 2015 • La Jolla
#socalbma •