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UNLOCK SEAMLESS B2B EXPERIENCES with Adobe Marketo Engage DRIVE IMPACT, DELIVER VALUE UNLOCK SEAMLESS B2B EXPERIENCES with Adobe Marketo Engage Unlock Seamless B2B Experiences with Adobe Marketo Engage 1 The takeaway Through Adobe Marketo Engage and its related platform solutions, Adobe helps B2B brands take their marketing maturity to the next level, streamlining sales and marketing processes while enabling personalized engagement across channels at every stage of the customer journey. The benefits of Adobe Marketo Engage include: It aligns sales, marketing, and It provides a level of automation It improves marketing impact service through sophisticated that enables marketers to and ROI with out-of-the-box and segmentation, lead scoring, and respond to customers’ needs custom reporting that moves the nurturing, with easy data sharing with the right content at the right focus from vanity metrics to true across business teams. time on the right channel – with visibility into how content and efficiency and agility and scale. campaigns drive pipeline and revenue. Unlock Seamless B2B Experiences with Adobe Marketo Engage 2 The context Fifty-two percent of B2B marketers say that customer experience (CX) is a top challenge.1 Here’s why: The new generation of B2B B2B organizations need to gain B2B CMOs need to optimize buyers expects personalized efficiencies, remove silos, and how they invest their budgets customer experiences. improve attribution. and create ROI. Millennials are quickly becoming the most The emergence of new decision makers is Our recent survey shows that B2B CMOs important and discerning B2B audience, accelerating disruption in this sector. As B2B feel that their remit is expanding and that, having an influence in 73 percent of purchase buyers come to expect B2C-like omnichannel ultimately, they are responsible for fueling decisions.2 Millennials’ influence is followed interactions, the level of complexity B2B business growth.5 With US B2B ecommerce closely by that of Gen-Z professionals, the oldest marketers are faced with increases. This can sales expected to reach $1.8 trillion by 2023 of whom are approaching their mid-twenties. only be addressed when B2B organizations and make up for 17% of all US B2B sales, build programs that encompass the end-to- it’s clear that progressively incorporating It’s imperative that B2B brands meet these end experience of their products and services, omnichannel digital customer experiences in digitally savvy professionals’ expectations rather than operating marketing, sales, their approach to selling is key to competing for personalized, seamless, and emotionally commerce, and service as siloed channels. for this revenue.6 relevant experiences.3 A Merkle B2B study shows that millennial and Gen-Z customers As the nuances of B2B selling and buying While full digitization of the B2B buyer journey reject a far larger proportion of brands persist and evolve, attribution becomes may be unobtainable or even undesirable considered before contacting them. Seventy crucial to ensure these channels are for some players in the space, building a percent of brands considered were rejected interconnected and contribute to streamline robust customer experience founded on before the proposal stage, compared to only 58 the buyer journey as much as possible. data attribution can help B2B marketers percent for older respondents.4 understand what type of programs are generating results and when a human interaction is expected. 1 - B2B International. “2020 Trends Report: Customer Centricity.” B2B International, March 20, 2020. https://www.b2binternational.com/publications/customer-centricity/. 2 - B2B International. “B2B Digital Transformation: Creating Digital Experiences for Today’s Decision-Makers.” B2B International, October 23, 2020. https://www.b2binternational.com/publications/b2b-digital-transformation/. 3 - Digital Pi. “Key Considerations for B2B Marketers in 2021.” Digital Pi, February 8, 2021. https://digitalpi.com/ebooks/key-considerations-for-b2b-marketers-in-2021/. 4 - “The Ultimate B2B Customer Experience.” dentsu.com. Accessed May 24, 2021. https://www.dentsu.com/us/en/access-content/pardot-form--merkle-b2b-superpower. 5 - “The Ultimate B2B Customer Experience.” 6 - Cicman, Joe, Allen Bonde, Kara Wilson, and Madison Bakalar. “B2C (Still) Sets The Standard For B2B.” February 1, 2021. https://www.forrester.com/report/B2C+Still+Sets+The+Standard+For+B2B/-/E-RES61686. Unlock Seamless B2B Experiences with Adobe Marketo Engage 3 “B2B marketing leaders must transform their organizations – and quickly – from their traditional role of brand steward, lead- generation machine, and sales supporter to become the architect of engagement across the entire customer life cycle.” —Lori Wizdo, Forrester, “A Guide to Surviving and Thriving in the B2B Marketing Renaissance,” March 2020 Unlock Seamless B2B Experiences with Adobe Marketo Engage 4 Risks and rewards B2B companies lose customers to innovative miss crucial customer invest in initiatives that don’t that fail to ignite competitors. insights. create results. digital customer A 2% increase in customer retention is the Brands that don’t view measurement as the 77% of B2B buyers state that their latest experiences... same to profits as cutting costs by 10%.7 key to optimizing program performance fail purchase was very complex or difficult.8 B2B brands that don’t deliver the type of to accelerate their transformation toward a Disjointed experiences lead to revenue loss. experiences that the new generation of buyers customer enterprise. Investing in self-service customer experiences expect risk account base churn. Investing in digital CX allows B2B brands to creates a faster path to customer satisfaction. clearly link actions to those measures. B2B companies build stronger loyalty. gain better performance. double-down on growth- that excel in the generating investments. B2C brands have long favored loyalty 71% of businesses want to improve the activation of robust programs to retain customers’ business. customer and market data and insights to 86% of B2B buyers are willing to pay more for Delivering robust customer experiences anticipate future needs more effectively.9 CX programs... a great customer experience.10 can enable B2B brands to unlock this Digital customer experiences are the most Delivering personalization and gaining the engagement strategy. effective way to gain a better understanding of agility to quickly deploy campaigns online Digital interactions that solidify customer changing customer behaviors. gives B2B businesses faster insights into loyalty include exclusive offers and promotions, the marketing efforts that are generating the streamlined reordering and checkouts, desired outcomes. personalized onboarding content, and self- service support. 7 - Morgan, Blake. “50 Stats That Prove The Value Of Customer Experience.” Forbes. Forbes Magazine, February 9, 2021. https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/?sh=49cd242b4ef2. 8 - “The New B2B Buying Process.” Gartner. Accessed May 24, 2021. https://www.gartner.com/en/sales/insights/b2b-buying-journey. 9 - B2B International. “B2B Digital Transformation: Creating Digital Experiences for Today’s Decision-Makers.” B2B International, October 23, 2020. https://www.b2binternational.com/publications/b2b-digital-transformation/. 10 - Puthiyamadam, Tony, and Jose Reyes. “Experience Is Everything: Here’s How to Get It Right.” PWC.com. Accessed May 24, 2021. https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf. Unlock Seamless B2B Experiences with Adobe Marketo Engage 5 Strategies used 40% by B2B CMOs Price Understanding Adapting optimization changing customer 35% marketing during the behavior/market messaging to Increased research the current collaboration with pandemic – and Understanding situation other departments the needs of our (e.g., sales, IT, legal, 30% employees customer service) New product development those that will Focusing on marketing Adjusting marketing that gives the channel mix Developing biggest ROI greater be continued in ecommerce Strategies used Strategies 25% Working more closely with other capabilities Scenario planning based on external factors members of the C-suite (e.g., the future CEO, CTO, COO) Developing direct-to-consumer (DTC) sales models 20% Re-evaluating our brand’s purpose Brand consolidation (prioritizing larger, less vulnerable brands) 15% 40% 45% 50% 55% 60% 65% 70% 75% Strategies that will be continued When the time is right Dependent on business need Strategies to drive future growth Leading strategies to drive future growth Source: dentsu CMO Survey 2020 data; Merkle B2B analysis Unlock Seamless B2B Experiences with Adobe Marketo Engage 6 Tomorrow’s B2B will look like this Investing in CX Some B2B players will start Collaborative buying will Manufacturing and transformation can to bleed into B2C. become more dynamic. distribution equipment will become “smarter.” help B2B brands Not only do B2B organizations need to B2B transactions often involve a number of accommodate the B2C-like expectations of stakeholders, including approvers, procurement, future proof for As B2B companies in industries such as heavy their new buyer cohorts but innovation is and legal. some of the forces Most B2B commerce portals manufacturing, pharmaceuticals, transportation, also going to enable them to ignite B2B2C today use dated processes that make these and utilities develop machinery
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