digital transformation in b2b: james smee, lewis purestone

6/19/2017 1www.teamlewis.com

DIGITAL TRANSFORMATION IN b2B: UNCUT


DIGITAL TRANSFORMATION IN b2b: Uncut.

Thurs, June 1st 2017, A.M.• Built and sold multi-award winning digital agency Purestone • Early pioneer of the digital marketing industry - championing

early stage e-mail marketing in B2B• Extensive client side experience within IT industry• Award winning B2B consultant, strategist and planner • B2B marketing industry commentator & enthusiast• C-level digital consultant to global brands such as Linklaters,

PayPal, Octopus, Essilor, Adidas and Computacenter. JAMES SMEE – generational ‘straddler’

DIRECTOR, EMEA, DIGITAL MARKETING.

LEWIS.


WE ARE BEING MORE HUMAN THAN WE’VE EVER BEEN BEFORE

6/19/2017 7www.purestone.co.uk6/19/2017 7

It’s aLWAYS BEEN A challenging place to be…B2B IS COMPLEX. Multiple buyer persona’s. multiple verticals.multiple products. Multiple services.

B2b is confused.IN transition. In generational flux.

B2b marketing lacks investment.Do more, with less. Less money. Less head count.

www.lewispurestone.com

THEN WE HAVE good old ‘DIGITAL TRANSFORMATION’


IT ALL STARTED HERE.

WORK GREW LEGS. THE WORK-PLAY MASH UP. B2B AUDIENCE EXPECTATIONS CHANGED.


AND IS STILL GOING…

WE BECAME SOCIAL. RISE OF THE DIGITAL TITANS & DISRUPTORS. We Stopped wearing ties.


THE EDUCATED BUYER.


THE EDUCATED BUYER.

• 70% of your audience is now a Multi-device user

• 83% research outside of 9-5, anytime, anywhere

• 63% determine a ‘consider set’ purely from digital content

• 41% are starting their journey looking for a solution rather than a product

Source: GlobalWebindex/ Google Research Study UK 2016


FROM 150 to 5000 in 5 years…

HOW ON EARTH DO YOU NAVIGATE THIS LANDSCAPE?


AGAINST THIS BACKDROP WTF IS HAPPENING OUT THERE?


You need to go more than just skin deep


You need to go more than just skin deep Spend 1 day being a

customer.


AUTOMATION + EQ + CONTENT = better marketing


JEDI ROBEEXPRESS CHECKOUT

HEL PERFORMANCEWORKING CAPITAL

INTERNET FUSIONCROSS BORDER TRADE

EXPLORING VACATIONSINVOICING

PERFECT 10PAYPAL HERE

Activation email: peer-led storytelling

bit.ly/Jedi-Robe bit.ly/HEL-performance bit.ly/InternetFusion bit.ly/Exploringvacations bit.ly/Perfect-10-Paypal

6/19/2017 19www.purestone.co.uk6/19/2017 19Geraldine

EXPRESS CHECKOUTNoel

WORKING CAPITALKevin

CROSS BORDER TRADENeil

INVOICINGKsenija

PAYPAL HERE

Consideration: emailProposition served accordingly to prospect interactions with Phase #1

From Jedi Robe From HEL Performance From Internet fusion From exploring vacations From Perfect 10


Activation emailDirect Response

Product proposition for conversionBusiness Account & PayPal Here


Activation: HERO LANDING PAGES


Activation : Peer-led case STUDIES

IMAGINE WHAT YOU COULD DO WITH A PAYPAL BUSINESS ACCOUNT / PAYPAL HERE


Consideration: Proposition Landing pages

Working capitalbit.ly/business-funding-paypal

Express checkoutbit.ly/express-checkout-paypal

Invoicingbit.ly/invoicing-paypal

Cross border tradebit.ly/sellingabroad

PayPal Herebit.ly/onthego-paypal


The sales & marketing divideTHE

SALES &

MARKETING DIVIDE

‘the colouring in department’

‘the lazy mavericks’

‘I need quick and easy access to the latest and greatest’‘I need to close the loop’

‘Help me, help you’

‘Make me look good’

‘NO MORE ADMIN’

‘What IS working?’


“WE NEED TO MORE AGILE”(BUT WHAT DOES THAT ACTUALLY MEAN?)


• Test & Learn• Get political • Sprint labs

AGILE MARKETING


THANK YOU

digital transformation in b2b: james smee, lewis purestone

Marketing