Essential Tactics For a Strong Finish to 2014 8.14.14

6 TRENDS FOR B2B MARKETING SUCCESS

MARKETING WORKSHOPS

YOUR SPEAKERS TODAY

Michael Agnello Business Development

Ian Dahlman VP Search

Cristina Heise VP Buyer Experience Planning

Preeti Thakar Engagement Director

Emily Guthrie VP Media

VIDEO CONTENT

1. EMOTION

MAKE EXPERIENCES THAT CREATE POSITIVE, MEMORABLE ENCOUNTERS

•  Build alignment with audience by presenting a clear purpose

•  Base interaction design on deep customer insight; empathize in order to guide the experience

•  Focus on the moments that matter most, to design for memories

h"p://experiencema"ers.wordpress.com/2014/03/17/free-­‐ebook-­‐people-­‐centric-­‐experience-­‐design/  

P E MInspire loyalty and

alignment

Align through

PURPOSE

Guide with

EMPATHY

Base decisions on deep customer insight

Design for

MEMORIES

Focus on moments that matter the most

10

CONSUMERIZATION OF B2B

As the lines between our personal and business life continue to blur, customers will expect their

business-driven experiences to be more consumer inspired.

SOCIAL ANONYMITY

“Social networking has changed the way we socialize – we’ve lost the ability to be open and

vulnerable with one another because we’re always worrying about the permanent record.”

2. ATTENTION SPAN

SCHEMA.ORG AND THE CHANGING RESULTS LANDSCAPE

STEP-BY-STEP INSTRUCTIONS

PERFECTING SHORT FORM VIDEO

3. THE POWER OF PERSONALIZATION

DATA-DRIVEN MARKETERS CREATE PERSONALIZED EXPERIENCES

More marketers will learn to harness the power of data and technology to identify their most valuable prospects.

BUYER ATTRIBUTES BEHAVIORS WHAT DO WE KNOW ABOUT THEM?

WHAT DO THEIR ACTIONS TELL US?

START LOCAL; SPREAD GLOBAL

Audience interest is at an all-time high for regional, relatable stories.

4. QUALITY RULES

THE “HERD EFFECT”: WIDESPREAD BRAND HOMOGENY

More content and competition means brands must invest in creating high-quality content

people love and respond to.

ENGINES FORCING HIGHLY RELEVANT CONTENT

•  Google Panda is an algorithm change, first released in February 2011, aimed at lowering the search rankings of “LOW-QUALITY SITES” or sites with thin content.

•  PR sites have been affected most dramatically.

•  Companies and PR groups will need to take note of this shift and adapt as Google begins to clean up its listings to eliminate “thin” content.

22

UPGRADE YOUR VIDEO

New formats for video are emerging

Geo-targeting videos based on service

provider data to display personalized

content to viewers, with relevant pricing

and product info within the video.

The new gadget found on brand channels

will allow shoppers to move seamlessly

from browsing the featured products and

how-to videos to checking their

availability, knowing what stores carry

them, compare different prices, and

actually purchase the products they love.

23

GET READY FOR HIGH EXPECTATIONS

•  Customers have raised their expectations in their business-to-business (B2B) relationships.

•  Good customer experience (CX) drives loyalty with business customers.

•  While most large B2B organizations have a low level of CX maturity, over half plan to mature that level.

•  Four core competencies are available from Temkin, and the company can now assess your business’s competency based on data from other large B2B firms.

Sources:  Forrester:  The  Power  of  Customer  Context,  April  14,  2014;  Temkin  Group  report,  Raising  Customer-­‐Centricity  Across  the  B2B  Enterprise,  June  30,  2014    

Purposeful  Leadership  

Compelling  Brand  Values  

Employee  Engagement  

Customer  Connectedness  

Practices Across the Four CX Core Competencies

24

RESPONSIVE DESIGN: BENEFITS

Source:  Nielsen  Noman  Group:  Responsive  Web  Design  (RWD)  and  User  Experience,  May  2014  

Source:  Bank  of  America,  Business  Insider  

RESPONSIVE DESIGN: CHALLENGES IN USABILTY

•  Content, design and performance have to be defined per each device to ensure usability.

•  Larger screens are losing opportunity for productivity and information consumption.

•  Gestural interfaces (intuitive) override mouse and keyboard (faster, more ergonomic).

•  Usability testing on each device can be more time consuming, but is more critical than ever.

Source:  Nielsen  Noman  Group:  Responsive  Web  Design  (RWD)  and  User  Experience,  May  2014  

26

PARALLAX: BENEFITS AND CHALLENGES

5. PREPACKAGING

PREPACKAGED AND AUTOMATED

•  Marketing-automation vendors are likely to provide

playbooks to their clients

•  Platforms continue to be consolidated in packages

(Salesforce > ExactTarget > Pardot)

•  Packaging people’s identification in the system:

multiple email addresses

•  More functionality packaged within the tool

Source:  Eight  2014  PredicEons  for  MarkeEng  AutomaEon,  Sirius  Decisions,  2014  

29

PREPACKAGED PLAYBOOKS

With efficiency and budgets top of mind, we are seeing an increased focus on turnkey marketing

solutions.

30

DIGITAL STORY PACKAGING

More than ever, journalists and editors need to create meaningful experiences for their readers.

31

6. EVERYONE’S BEEN TALKING

MASTER THE FIRST SCREEN

Customers are using multiple devices simultaneously to seek information and sequentially

accomplish tasks. Marketers must create customized, engaging experiences across devices to

create a seamless user experience.

Multi-tasking: Unrelatead Complementary Usage: Related

SEQUENTIAL  USAGE   SIMULTANEOUS  USAGE  

VISUALIZATIONS: THE NEW BUSINESS REQUIREMENT

MARKETING AUTOMATION: LESS TALKING; MORE DOING

•  B2B marketers know they need to leverage

marketing automation/CRM/SFA technologies,

and they are actually starting to do something

about it.

•  We’ll see the greatest push with lead life-cycle

management, meaning more than being able to

“do” lead scoring.

•  Developing great, engaging content is not

enough. Marketers have to be able to deliver it

to the right people, at the right time and the

right place.

35

CONVERSION OPTIMIZATION: YOU THINK YOU KNOW, BUT YOU HAVE NO IDEA

Conversion-optimization tools save development and

creative man-hours and give strategists the

opportunity to propose and implement changes to

move from “we think” to “we know.”

Implementation Analysis

Research

Hypothesis

Design & Testing

36

MOBILE & CALL EXTENSIONS

•  Call extensions are not new, but B2B’s effective usage of it is.

•  Call analytics technologies are elevating clients’ abilities to map a sales call back to marketing efforts.

DO THIS BY EOY ’14

DO THIS BY BY EOY ‘14

Emotion

Attention Span

The Power of Personalization

Quality Rules

Prepackaging

Everyone’s Been Talking

1

2

3

4

5

6

QUESTIONS

THANK YOU!