Adobe: An Empathic Approach

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An Empathetic Approach.

How to create truly empathetic B2B buying experiences that drive growth.

Roundtable Event

Thursday 25th May 2023

Agenda Time Session 09:00 – 09:15 Arrivals, tea & coffee 09:15 – 09:20 Welcome and Housekeeping from Adobe Isabella Hargreaves 09:20 – 09:40 The science behind empathy Patrick Fagan 09:40 – 10:10 Breakfast 10:10 – 10:25 Adobe POV 10:25 – 10:45 Roundtable discussions 10:45 – 10:50 Sharing round table results 10:50 – 11:00 Closing remarks

Meet the speakers

BUSINESS OF EMPATHY

Hello…

Average Rating on Each Trait (1-6)

Given name (e.g., Patrick) Nickname (e.g., Pat)

Successful Moral Popular Cheerful

Mehrabian & Piercy, 1993 1 2 3 4 5 6
We adapt according to who we’re talking to youtube.com/watch?v=ZgVZLuJ6Skk

This can make us more persuasive

Compliance from a ‘hippy’ being asked, "Excuse me, could I borrow a dime for a long distance phone call. It’s kind of important."

x
Emswiller, Deaux & Willits, 1971 33% 75%
Person in a suit asking Hippy asking

It’s all about emotional intelligence

RECOGNISE EMOTIONS

MANAGE EMOTIONS

IN SELF IN OTHERS

What do you think?

A. Comforting

B. Playful

C. Irritated

B. Upset

C. Arrogant

B. Worried

C. Sarcastic

D. Bored

D. Annoyed

D. Friendly

Emswiller, Deaux & Willits, 1971

Empathy is important!

Study 1 showed that individuals who can best suppress their emotional reaction to an acoustic startle are happiest with their lives. Study 2 showed that individuals who can best amplify their emotional reaction to a disgust-eliciting movie are happiest with their lives and have the highest disposable income and socioeconomic status.

x
Marquez et al., 2006; Côté, Gyurak & Levenson, 2010

“Collective Intelligence had a significant and positive correlation with the number of women in the teams (r = .18, p = .005), and social perceptiveness as measured by the group members’ average score on the Reading the Mind in the Eyes test (r = .14, p = .03).”

Kim et al., 2017

Empathy makes better salespeople

More sales when…

Smiling

Using humour

Using their name

Repeating their words

Positive weather forecast

Several studies have shown that emotional intelligence predicts salesperson performance.

Boles, Johnson & Barksdale Jr., 2000
Soon, empathy will be more prized than ever

SO… HOW TO NURTURE EMPATHY?

capuchin.cc

GO OFF-SCREEN

GET FACE-TO-FACE

MAKE THEM IDENTIFIABLE

IMMERSE YOURSELF INTO THEIR PERSPECTIVE

SELF-DISCLOSE (IT’S A TWO-WAY STREET)

TIN MAN HEART

capuchin.cc

What do you think…?

What type of person lives in this bedroom…?

Gosling et al., 2002

Some data to back it up

Correlation with Liberalism -Conservatism

Sports-related décor (posters, paintings, photos)

Event calendar Postage stamps Presence of string/thread Iron and/or ironing board … Many (vs. few) items of stationery

World music CDs Art supplies Variety of music Varied (vs. homogenous) books

x
Carney et al., 2008 -0.4 -0.3 -0.2 -0.1 0.0 0.1 0.2 0.3 0.4

Predicting personality from data

Annalyn et al., 2018; Gladstone, Matz & Lemaire, 2019

Nudge susceptibilities differ by person

Change in Likelihood of Visiting a Restaurant if it has Many Reviews (vs. No Reviews)

54%

12%

Disagreeable Agreeable

x
Private academic work (ask me for more info)

Aesthetic preferences also differ

x
Private commercial work (ask me for more info) Neuroticism (r=.184, r=.173) Extraversion (r=.285, r=.261) Openness (r=.354, r=.301) Conscientiousness (r=.242, r=.157) Disagreeableness (r=.261, r=.210)

You can build selling profiles

Private commercial work (ask me for more info)
info@kubikintelligence.com +44 (0)7464 756 598

Building an Empathetic B2B Buying Experience

How B2B prospects and customers engagement

© 2023 Adobe. All Rights Reserved. Adobe Confidential.
©2022 Adobe. All Rights Reserved. Adobe Confidential. of B2B businesses are seeing greater interaction through digital channels Providing engaging, empathetic and relevant experiences at different stages of the customer journey requires the right alchemy of know-how, culture, processes and capabilities across the business. Source: B2B Customer Journey Maturity’ 2022 London Research report https://business.adobe.com/uk/resources/reports/b2b-customer-journey-maturity-report-download.html?timeStamp=7687687876876
has evolved

The consumerization of B2B customer expectations is forcing sales and marketing to rethink their digital acquisition strategy

Trust Control Speed

They’d rather communicate digitally (The Direct Message (DM) Culture)

Buying Group by Age

They are self-serving option seekers (The Amazon Effect)

Top 4 Influencing Decisions Before Accepting a B2B Sales Meeting

They are extremely protective of their precious time

Attention span of human beings

12s 8s 1.3s

2000 2013 2022

Source: eMarketer

Source: Forbes

Source: Forbes, DeveriX

©2022 Adobe. All Rights Reserved. Adobe Confidential.
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Automation
©2022 Adobe. All Rights Reserved. Adobe Confidential. Source: Adobe State of Marketing Automation Report https://business.adobe.com/uk/resources/reports/state-of-marketing-automation.html
97% of
Leaders in
Marketing Automation stated that providing great buyer/ customer experiences is a top-rated Marketing objective.
- Adobe State of Marketing
Report

Lack of understanding around customer behaviour

The

Lack of real-time data for more timely and relevant interactions

Lack of digital capabilities within the organisation

Difficulty creating and managing content for personalised experience

Disconnected and/ or sub standard software platforms

©2022 Adobe. All Rights Reserved. Adobe Confidential. Understanding your customer and their intent is critical to create an empathetic B2B customer journey
most common challenges faced by B2B businesses Source: B2B Customer Journey Maturity’ 2022 London Research report https://business.adobe.com/uk/resources/reports/b2b-customer-journey-maturity-report-download.html?timeStamp=7687687876876

Surface relevant content to engage and identify prospects

©2022 Adobe. All Rights Reserved. Adobe Confidential.
How to achieve personalised, relevant and highquality online content? Leverage real time data! Real-time Profiles Accounts & Opportunities Enterprise Scale Precise targeting for more consistent, personalised experiences

Personalise communications

Creation and marketing of content relevant to specific buying stages

Creation and marketing of content relevant to specific personas

Creation and marketing of content relevant to specific industries

Real-time targeting of information based on on-site behaviour

Building of profiles based on interactions

Focus on permission based first-party data

Use of machine-learning to serve next best offer; content or experience

Propensity scoring based on interactions

©2022 Adobe. All Rights Reserved. Adobe Confidential.

Engage your customers on their preferred channels

Engage your customers on the channels they prefer.

Engage your customers on the channels they prefer

Incorporate a full mix of marketing, sales, and paid media channels beyond email.

Cross-channels engagement

Identify known and anonymous buyers to maximize top-of-funnel demand generation.

Connect offline, online, inbound, and outbound channels for a seamless, empathetic experience.

©2022 Adobe. All Rights Reserved. Adobe Confidential.

Audit and invest in digital capabilities

Intelligent and configurable propensity-to-buy scoring

Predictive Lead and Account Scoring

Leverage AI and machine learning to predict the likelihood of a person or account becoming a sales opportunity, or a new customer to drive higher quality pipeline more efficiently.

©2022 Adobe. All Rights Reserved. Adobe Confidential.

Personalized

There

©2022 Adobe. All Rights Reserved. Adobe Confidential.
to self-serve
Allow customers
conversations
that engage website visitors and drive sales meetings
Invest in nontraditional channel like on-site chat, mobile messaging…
The State of B2B Customer Journey Maturity
is now much greater use of digital selfservice and increased digital interactions. London Research Report Source:
https://business.adobe.com/uk/resources/reports/b2b-customer-journey-maturity-report-download.html

Draw on a wider range of data for insights and metrics

Employ wide range of metrics, beyond revenue generated and self-serve insights, reporting, multi-touch attribution to measure how well your entire customer experience is working

©2022 Adobe. All Rights Reserved. Adobe Confidential. Complete B2B attribution fueled by Real-Time CDP’s
customer
data
centralized
activity
©2022 Adobe. All Rights Reserved. Adobe Confidential. Marketing Attribution for B2B

Focus on integration of technology

Integration within the business martech stack is key to deliver a personalised empathetic B2B customer journey.

CRM integration empower Sales and Marketing teams focusing on higher-quality leads that result in faster revenue growth.

Key Takeaways

1

B2B Customer Journey has evolved in the past years but most of B2B businesses still needs to adjust

2 3

Seamless customer journeys are the main challenge of B2B marketers

Personalisation, digital capabilities and marketing analytics are the key area to invest in

©2023 Adobe. All Rights Reserved. Adobe Confidential.

Discussion Points

When you do you feel that you have shown empathy towards customers and what was the effect?

How well do you feel understand your customer's needs?

When have you seen/experienced empathy in your relationships with clients/suppliers and what was the effect?

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