reinventing marketing for b2b services - one north conference
DESCRIPTION
David Rogers is a globally recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He teaches digital marketing to executives at Columbia Business School, consults to startups and Fortune 500 companies, is founder of the acclaimed BRITE conference, and is author of three books, most recently, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” His current research, and next book, focus on why some businesses are able to adapt and survive in an era of constant disruptive change.TRANSCRIPT
![Page 1: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/1.jpg)
Reinventing Marketing for the Digital Age5 strategies for growingyour customer network
@David_RogersAuthor, Speaker, ConsultantFaculty, Digital Marketing StrategyColumbia Business School
www.davidrogers.biz
![Page 2: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/2.jpg)
5
![Page 3: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/3.jpg)
Some companies worked with
![Page 4: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/4.jpg)
Customer network paradigm
![Page 5: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/5.jpg)
12
Customer
Customer
Customer
Customer
Customer
Customer
![Page 6: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/6.jpg)
![Page 7: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/7.jpg)
•Free academic tutorials
•1800+ videos on YouTube
•Anywhere in the world
•32 million lessons delivered worldwide
•New grants from Gates & Google
![Page 8: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/8.jpg)
19
![Page 9: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/9.jpg)
![Page 10: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/10.jpg)
22
CompanyCustomers
Mass market model
![Page 11: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/11.jpg)
23
Company
Comments
Forums
Blogs
Customer Customer
Customer
Customer Customer
Customer network model
![Page 12: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/12.jpg)
24
,TV, radio, out-of-door
Direct mail, brochure
Product test, comparison
In-store purchase
Reward points
Broadcast Customer Networks
Search, buzz, blogs
Online research, user reviews
Social networks, YouTube, local search
Group discounts, purchase on-line/in-store/mobile
“Friending” (FB, Twitter, email),customized up-selling
Reviews, links, “likes,” social buzz
RETHINK the Marketing Funnel
![Page 13: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/13.jpg)
What kinds of
products, services,& communications…
…will inspire advocacy in customer networks?
![Page 14: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/14.jpg)
28
Access
CustomerNetworks
Engage
CustomizeConnect
Collaborate
![Page 15: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/15.jpg)
29
ACCESSBe faster, be easier, be everywhere, be
always on
![Page 16: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/16.jpg)
Last Year’s Christmas Card
![Page 17: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/17.jpg)
![Page 18: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/18.jpg)
![Page 19: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/19.jpg)
![Page 20: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/20.jpg)
![Page 21: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/21.jpg)
![Page 22: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/22.jpg)
![Page 23: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/23.jpg)
![Page 24: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/24.jpg)
![Page 25: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/25.jpg)
50
ENGAGEBecome a source of
valued content
![Page 26: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/26.jpg)
![Page 27: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/27.jpg)
52
![Page 28: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/28.jpg)
Every business must think like a media company
![Page 29: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/29.jpg)
![Page 30: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/30.jpg)
![Page 31: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/31.jpg)
65
![Page 32: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/32.jpg)
93% of B2B marketers do content creation
![Page 33: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/33.jpg)
67
![Page 34: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/34.jpg)
68
![Page 35: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/35.jpg)
![Page 36: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/36.jpg)
76
CUSTOMIZEMake your offering adaptable to your customers’ needs
![Page 37: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/37.jpg)
80
![Page 38: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/38.jpg)
81
![Page 39: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/39.jpg)
83
![Page 40: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/40.jpg)
84
![Page 41: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/41.jpg)
Image of person buying online
![Page 42: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/42.jpg)
93
CONNECTBecome a part of your customers’ conversations
![Page 43: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/43.jpg)
![Page 44: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/44.jpg)
EXPECTED:
80 things to do to increase likelihood guests would recommend
DISCOVERED:
5 things in the first 20 minutes make the most positive impact
Social Media Analysis
![Page 45: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/45.jpg)
100
![Page 46: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/46.jpg)
101
![Page 47: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/47.jpg)
102
![Page 48: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/48.jpg)
108
![Page 49: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/49.jpg)
111
COLLABORATEInvite your customers
to help buildyour enterprise
![Page 50: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/50.jpg)
![Page 51: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/51.jpg)
116
![Page 52: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/52.jpg)
117
![Page 53: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/53.jpg)
118
![Page 54: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/54.jpg)
119
![Page 55: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/55.jpg)
![Page 56: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/56.jpg)
The world is changing…
![Page 57: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/57.jpg)
125
CompanyCustomers
From mass markets…
![Page 58: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/58.jpg)
126
Company
Comments
Forums
Blogs
Customer Customer
Customer
Customer Customer
…to customer networks
![Page 59: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/59.jpg)
127
Customer networks
Customer networks
Customer networks
Customer networks
Customer networks
Customer networks
![Page 60: Reinventing Marketing for B2B Services - One North Conference](https://reader033.vdocuments.mx/reader033/viewer/2022051817/5484445cb4af9f8c0d8b4ba0/html5/thumbnails/60.jpg)
128
Access
CustomerNetworks
Engage
CustomizeConnect
Collaborate