According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person. In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey. This presentation will explore the challenges that not only lay ahead for todays B2B marketers, but also explore some of the ways in which SAP is adapting to this 'New Reality’.

1. © 2012 SAP AG. All rights reserved. 1
B2B CONTENT MARKETING
The Power Of Emotions
Based Marketing
Content 360 Conference
3rd of April, 2014 | InterContinental Singapore
Nicholas Kontopoulos
Global Head of Strategic Marketing Programs,
Customer LoB Solutions at SAP Cloud

2. MY OBJECTIVE TODAY IS TO EXPLORE…

3. CONFIDENTIAL
THE IMPACT
DIGITAL CUSTOMERS
ARE HAVING ON
OUR ENTERPRISES

4. The Good Old Days

5. THERE HAS BEEN A

6. They are now armed to the teeth.
Customers Are
No Longer Passive

7. MobilityRich ContentSocial Always On
WE LIVE IN A WORLD OF
DIGITAL IMMERSION

8. 29%
of Americans say their phone is
the first and last thing they look
at every day.
PEOPLE ARE ALWAYS CONNECTED.
SOURCE: QUILCOMM

9. The mega trend of the 21st century
is the EMPOWERMENT of people via
connected mobile devices.
- Mary Meeker

10. 50%
of consumers will use 2 or more
devices in their purchase
process.
SITES MUST BE MOBILE-FRIENDLY.
AT LEAST
SOURCE: IBM

11. We as consumers are living in a 24/7
DIGITAL WORLD. And our message to
brands is that if you’re not focused on
that, you’re missing out, you’re going to
be left behind.
- Neal Mohan, VP Display Advertising Google

12. EVANTUBE HD
ENGAGING THE
BUYERS OF
TOMORROW

13. YouTube reaches more US adults ages
18 – 34 than any cable network.
SOURCE: NIELSEN
70%
of YouTube traffic comes
from outside the US.
SOURCE: YOUTUBE

14. 85%
of users say social networks help
them decide what to purchase.
SOURCE: IBM
93%
of marketers are using social
media for business.
SOURCE: BUSINESS INSIDER

15. 62%
of people are more likely to
engage with brands that
integrate social media content
into their owned properties.
SOURCE: MASS RELEVANCE

16. This is the dawn of Generation C.
Where "C" represents a connected
society based on interests and
behavior. Gen C is not an age group --
ITS A WAY OF LIFE.
- Brian Solis, author and digital analyst

17. DIGITAL AND SOCIAL ADOPTION ARE GROWING IN
ASIA, PACIFIC AND JAPAN
10 million new social network
users per month
(Source: SDMW Snapshot, 2013)
554 million mobile users & 143 million
subscribers who accessed internet by
wireless phones in India
(Source: Juxt, 2013)
Social media usage grew 52%
in India in 2012
(Source: eMarketer, 2012)

18. DIGITAL AND SOCIAL ADOPTION ARE GROWING IN
ASIA, PACIFIC AND JAPAN
Internet use at all time high in
South East Asia: 62 million users online;
represents 40% of all APAC users.
(Source: ComScore, 2013)
6 out of 10 social media users in Asia
are connected to a brands via social channels.
(Source: Social Media Around the World Study, 2012)
70% of first-time Internet users in China
surf the web on a mobile device.
(Source: CNNIC, 2013)

19. IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.
THIS CHANGES THE RULE FOR MARKETERS.
(Source: Nielson 2013)

20. COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.

21. 19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel
Awareness
Interest
Desire
Action

22. SHARE RESEARCH
SHOP
PURCHASETRIGGER EVENT
COMPARE
CUSTOMERS REQUIRE A NEW
21ST CENTURY ENGAGEMENT MODEL
DRIVEN BY SOCIAL

23. CUSTOMERS
ARE NOW
IN CHARGE
A PARADIGM SHIFT HAS OCCURRED!

24. 57%
of the buying process
is completed before a first
interaction with sales.
SOURCE: CORPORATE EXECUTIVE BOARD

25. “The only way to
consistently grow in
B2B is to be BETTER
THAN VERY GOOD”
- Seth Godin, author

26. Use this title slide only with an image
Today’s B2B Buying Behavior
66%-90%
(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)
B2B buyers conduct heavy
research in the early stage. They
are ‘done’ by the time they
contact vendors¹.

27. Use this title slide only with an image
Today’s B2B Buying Behavior
And they trust these sources²:
(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)
Independent
White Papers 64.4%
Peers Referral 51.1%
Trials / Demos 42.2%
Analyst Reports 37.8%

28. Use this title slide only with an image
Where are todays CXO’s going for information and advice?
More than half (61 percent)
of buyers consult third-
party sources before
consulting a company’s
salesforce¹
Senior management holds
35% purchase decision
power and they assign the
early research work to their
mid level managers and
team²
CIOs are more likely to
consider new vendor and
prefer LinkedIn as the
social channel³
B2B CXO Buyers Behaviors
25%
search on
Internet
22%
call an
industry peer
20%
call an
industry analyst
(Source: Sirius Decisions – Inbound Marketing Demystified: Data from the Field | ¹Avanade Global Survey: B2B is the New B2C |
²TechTarget Marketing Strategies vs. IT Buyer Demands | ³Tech Target Profiling Today’s CIO)

29. Use this title slide only with an image
(Source: CMO Council “Better Lead Yield in the Content Marketing Field”)
B2B Buyers Don’t Trust Vendor’s Content
are the percentages of respondents who
name content from professional groups
vs. vendors as highly trusted.
67% 9%VS.

30. Use this title slide only with an image
(Source: CMO Council “Better Lead Yield in the Content Marketing Field”)
Instead, what they typically get:
B2B Buyers Don’t Trust Vendor’s Content
Too many
requirements for
downloading
50%
Blatantly
promotional &
self-serving
43%
Non-substantive
and uninformed
content
34%
What they want most from online content:
Breadth & in-
depth
information
47%
Ease of access,
understanding &
readability
44%
Originality of
thinking & ideas39%

31. 86%
of customers are willing
to pay more
for a better customer
experience.
SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

32. - Doug Kessler, Velocity Partners
Traditional marketing talks at
people. Content marketing
talks WITH them.

33. CREATING IT IS EASY,
OR IS IT
CONTENT
MARKETING

34. What does CONTENT mean to me?
The definition has five components:
– The Word Factory
Content is the presentation of information
for a purpose to an audience through a
channel in a form
What is the idea you are sending out?
Why are we doing this?
Who is our intended consumer for this content?
How will we get our content to our audience?
How will our communication be rendered in its final
form?
INFORMATION
PURPOSE
AUDIENCE
CHANNEL
FORM

35. CONTENT MARKETING:
Create SOCIAL OBJECTS.
The Social Object, in a nutshell, is the
reason two people are talking to each other, as
opposed to talking to somebody else.
– Hugh Macleod

36. CONTENT MARKETING:
Create SOCIAL OBJECTS.
Social objects bind us together. The more
important a social object is to us, the stronger
it'll bind us to others who also hold that social
object”…”we change our behavior because of
social objects.
– Kyle Mathews

37. - Jay Baer, YOUTILITY
Social is the gasoline that
fuels content.

38. LISTEN.

39. - Jonathan Midenhall
Amazing things happen
when you LISTEN to the
consumer.

40. Cracking jokes and
pinning puppy pictures
will get you only so far.

41. DO YOU
REALLY
LIKE ME?

42. What?
What are people talking about?
When?
When did they talk about it?
Where?
Where do these conversations occur?
Who?
Who is talking?
Why?
Why are they talking about it?
LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS
5Ws of Social Intelligence
Harnessing the Small Data
UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS

43. ENTERPRISES ARE STRUGGLING WITH
SOCIAL MEDIA CHANNELS
VOLUME
VELOCITY
VARIETY

44. COMPANIES SOCIAL STRATEGIES ARE MISALIGNED
Only 34% of businesses feel that
their social strategy is connected
to business outcomes.
34%
Just 28% of companies studied feel
that they have a holistic approach to
social media, where lines of business
and business functions work together
under a common vision.
28%
Only half said that top
executives were “informed,
engaged and aligned with their
companies’ social strategy."
50%
SOURCE: ALTIMETER GROUP

45. WHAT ARE THEY THINKING ABOUT?
MIND OF THE CONSUMER
“How do I buy”?
“That’s a interesting new
product”
“Who else makes one of these?”
“Cool commercial”
“I cant get this to work”“This is a really cool feature”
“It would be cool if product x
could do this”
“Maybe I should consider
brand x?”
“I really value the opinion of
tastemaker x”
“I wish companies would
care more about…?
“I wonder what my friends think of
this product?”
“I need something new”

46. © 2011 SAP AG. All rights reserved. 46
HOW DO PEOPLE FEEL?
Is overall sentiment positive,
negative, or neutral?
What’s the net sentiment?
How passionate are our customers?
What is the share of buzz compared to
our competitors?
I want one…
It hurts
my eyes!
Poor battery
life…
Lack of hot
games…

47. The real issue is making sense of big
data and finding patterns in it that help
organizations make better business
decisions.
SMALL DATA
SOURCE: GARTNER

48. © 2011 SAP AG. All rights reserved. 48
I want one…
Poor battery
life…
DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME
Natural Language Processing Engine
It hurts
my eyes!
Lack of hot
games…
NLP engine filters and determines emotions (like, dislike),
behaviors (want, buy, return), intensity and net sentiment.

49. 68%
of companies do not
have a stated Business
Intelligence/Analytics
strategy.
SOURCE: IDC

50. BUILD A DIGITAL SOCIAL LISTENING POST
CHANNELING SOCIAL MEDIA
CREATE A PLACE FOR DECISION MAKING WITH ALL
PERTINENT DATA AT YOUR FINGERTIPS
• What crises are emerging?
• How are my in-flight campaigns?
• Is my social sentiment tracking w/ sales?
• Do we need to engage with them?

51. Who said it? Brian Solis
It’s now your obligation to
study how, where & why
customers are connecting
and how they are
making
& influencing
decisions.

52. Emotions drive
decisions

53. We need to hit them in
the gut.

54. Source: Caroline Winnett and Andrew Pohlmann of The Nielsen Company
90%
of purchasing decisions
are made
subconsciously.

55. 83%
of the impact on the brain of
information from the senses
during a visual presentation.
Sight makes up
Source: The Definitive Book of Body Language
Taste makes up 1%,
Hearing makes up 11%,
Smell 3%, and
Touch 2%

56. 100,000
By marketing to
the subconscious
mind, your message is
more than
times more
likely to stick.

57. Unfortunately,
marketing
campaigns can
miss the mark due
to a simple lack of
understanding of
the subconscious
mind.

58. To maximize results,
your marketing needs
to evoke an
emotional response
in your prospective
client's heart and
mind.

59. Try to create a holistic sensory experience.

60. The greater range of sensory impact
your marketing creates, the greater the
chance you’re going to connect on a
deeper level with your audience.

61. - Ann Handley
Make the customer the
HERO of your story.

62. CASE STUDIES

63. We've made big bet on social at SAP.
We infuse social in everything we do,
from how we decide what solutions to
build, to how we market/sell them
- Jonathan Becker, SAP CMO

64. @ SAP
DIGITAL, SOCIAL
AND COMMUNITIES

65. What’s Important in 2014 AND BEYOND?
Five Pillars of Marketing Transformation
2. HUMANIZE THE SAP BRAND
5. TIGHTEN LINKS TO THE BUSINESS
4. DEVELOP “PULL” MARKETING
3. INVEST IN PEOPLE
1. SIMPLIFY MARKETING

66. Humanizing the Brand

67. SAP has quietly built a
B2B social media juggernaut.
- Drew Neisser, Fast Company

68. Community
Network
2 millionunique visitors each month
700+community moderators
46%net promoter score (NPS)
400+SCN topic spaces
750blogs per month
230+countries & territories
12 millionSCN newsletters delivered in 2012
155 millionpage views in 2012
30,000contributors in 2012
3,000+Posts a day

69. 50M+VISITORS IN 2012
70COUNTRIES
40LANGUAGES
590,000ONLINE LEADS

70. • Communities
• Blogs
• Social Media Channels
• Mobile
Social Listening @ SAP
Engaging today’s digital natives

71. 277%
more effective for lead
generation than Facebook and
Twitter.
SOURCE: TOP DOG SOCIAL MEDIA
LinkedIn is

73. KEY TAKEAWAYS

74. There is
no single
silver bullet
solution

75. Social media is about
SOCIOLOGY and PSYCHOLOGY
more than technology.
- Brian Solis

76. LISTEN.

77. THE DIGITAL SOCIAL LISTENING POST
SAP SOCIAL MEDIA ANALYTICS
• What crises are emerging?
• How are my in-flight campaigns?
• Is my social sentiment tracking w/ sales?
• Do we need to engage with them?
A PLACE FOR DECISION MAKING WITH
ALL PERTINENT DATA AT YOUR
FINGERTIPS

78. © 2012 SAP AG. All rights reserved. 78Confidential
Different Perspective

79. Purchase behavior
is heavily
influenced by
emotions.

80. Five pillars for creating great CONTENT
The definition has five components:
– The Word Factory
Content is the presentation of information
for a purpose to an audience through a
channel in a form
What is the idea you are sending out?
Why are we doing this?
Who is our intended consumer for this content?
How will we get our content to our audience?
How will our communication be rendered in its final
form?
INFORMATION
PURPOSE
AUDIENCE
CHANNEL
FORM

81. Adapt or Die

82. Engage at the point
of awareness
Stop telling, start listening
predict & influence behavior.
Respond quickly.

83. Guide customers
through their
journey
Understand their needs & desires.
Earn advisor status.
Help them.

84. Create loyal brand
advocates
Make every conversation count.
Create amazing experiences.
Deliver relevant & timely offers.

86. - Brian Solis, author and digital analyst
DIGITAL DARWINISM:
When technology and society evolve
faster than the ability for companies to
adapt.

87. about.me/nicholask71

88. Feel free to connect with me at :
Nicholas.kontopoulos@sap.com
#nicholask71
http://sg.linkedin.com/in/nicholaskontopoulos
© 2013 SAP AG. All rights reserved.
THANK YOU!