How B2B Marketing has evolved into H2H (Human to human) marketing, and the differences this will make to B2B Agencies

1. The fallacy of b2b

2. Who on earth am I?

3. Who on earth am I?
Head of Online

4. Who on earth am I?
Head of Online
Bit of a geek

5. Who on earth am I?
Head of Online
Bit of a geek
Digital marketing
evangelist

6. Who on earth am I?
Head of Online
Bit of a geek
Digital marketing
evangelist
Traditional marketer >
Well rounded self
proclaimed god of the
Internet

7. What's the fallacy

9. Steve
(from procurement)

10. Steve
(from procurement)

17. B decision maker C decision maker
characteristics characteristics
09.00 - 17.30 17.30 - 09.00

18. B decision maker C decision maker
characteristics characteristics
09.00 - 17.30 17.30 - 09.00
Logical
Process driven
Considered
Value based
Expert led
Group buys

19. B decision maker C decision maker
characteristics characteristics
09.00 - 17.30 17.30 - 09.00
Logical
Process driven
Considered
Value based
Expert led
Group buys

20. B decision maker C decision maker
characteristics characteristics
09.00 - 17.30 17.30 - 09.00
Logical Emotional
Process driven Spontaneous
Considered Impulsive
Value based Instinct based
Expert led Reputation led
Group buys Individual buys

21. B decision maker C decision maker
characteristics characteristics
09.00 - 17.30 17.30 - 09.00
Logical Emotional
Process driven Spontaneous
Considered Impulsive
Value based Instinct based
Expert led Reputation led
Group buys Individual buys

22. C decision maker
?
B decision maker
characteristics characteristics
09.00 - 17.30 17.30 - 09.00
Logical Emotional
Process driven Spontaneous
Considered Impulsive
Value based Instinct based
Expert led Reputation led
Group buys Individual buys

24. The holy grail
H2H
B2B B2C
"We're no longer B2B or B2C, we're now in the
H2H era" Delphine Remy-Boutang. IBM

25. So, what's changed?

26. So, what's changed?
Technology

27. So, what's changed?
Technology Culture

28. So, what's changed?
Technology Culture

29. Are these companies?

30. Or are these companies?

31. Or are these companies?

32. Or are these companies?
B2b agencies

33. So. Who gets it?

34. So. Who gets it?

35. So. Who gets it?

36. So. Who gets it?

38. And let's not forget...

39. And let's not forget...

42. Marketing is about
connecting people

43. New role of B2B
agencies

44. New role of B2B
agencies
Identify Champions within client's business

45. New role of B2B
agencies
Identify Champions within client's business
Facilitate bridge building between
champions and customers

46. New role of B2B
agencies
Identify Champions within client's business
Facilitate bridge building between
champions and customers
Build the tools and educate champions in
their use

47. New role of B2B
agencies
Identify Champions within client's business
Facilitate bridge building between
champions and customers
Build the tools and educate champions in
their use
Drive change in business cultures.

48. Risks of doing H2h

49. Risks of doing H2h
Legal implications. Pandora's box

50. Risks of doing H2h
Legal implications. Pandora's box
Building personal brands

51. Risks of doing H2h
Legal implications. Pandora's box
Building personal brands
Taking resource away from other
departments

52. com·pa·ny
noun /
ˈkəmpənē/
A commercial business
- a shipping company
- the Ford Motor Company
- a company director

53. com·pa·ny
noun /
ˈkəmpənē/
A number of individuals gathered
together, esp. for a particular purpose

54. About.me/webconsultancy