b2b marketing trends 2016
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B2B Marketing Trends 2016
Dr. Dave ChaffeySmartInsights.com
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About Dave
o Consultant and trainer in Digital since 1997
o Author of 5 bestselling digital marketing books
o CEO and Editor of SmartInsights.com - a digital marketing advice site with 130,00 members in over 80 countrieso DIY templates, planning guides courses o Customised in-company Training
and Consultancy
o Annual Expert Pro Plan discount code:DAVESAVE20
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Q. Which digital marketing activity will most increase YOUR
commercial returns in 2016? 1. “Big Data” 2. Content Marketing 3. Marketing Automation
(incl. email, lead scoring, personalisation) 4. Mobile Marketing 5. Conversion Rate Optimisation
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Download Managing Content Marketing Europe 2016 reporthttp://hubs.ly/H02xJnl0
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What works for Smart Insights?
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TREND #1 CONTENT MARKETINGAND CONTENT SHOCK
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But remember ‘Content Shock - ‘Me-too’ content isn’t effective
BuzzSumo-Moz research
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Wave of Content Marketing
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B2B examples
Free 100+ page digital marketing tools guide
http://bit.ly/smartdigitaltools
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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools
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30 Digital Tools categories #2
Download: http://bit.ly/smartdigitaltools
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TREND #2 MARKETING AUTOMATION
Free research report with Communigator:State of B2B Marketing Automation
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Messaging
Customer intelligence
MassCommunication
Demographicdata
Customerhistory
Contact data
PersonalizedCommunication
SegmentedCommunication
TransactionalCommunication
Customertransaction
Intention/behaviour
Data source Integrated
Web analyticsBehavioral /web sales
Mailing list/database CRM systemEnhanced
profiling
Customer
value
Potential benefit =Tailored promotions (sales)
Loyalty
Information
Relevantoffers
BehavioralCommunication Potential benefit =
Up-sales/ promotions
Triggers based
on behavio
rTrigger on
transaction
Newsletters, surveys & one-
size-fits-all promotions
Lifecycle
emails
Targeted email campaigns/
offers
50%here
Source:MichaelLeander
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For future – more use of predictive analytics and AI
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Our experience at Smart Insightswith using dynamic content?
Open rate Clickthrough rate
Before 20.0% 1.9%After 18.9 – 27.4% 7.5% -
20.6%
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Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme
Spot the winners
Prevent Lapsing programme Lapsed programme
Behavioural
Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Content insertion Automation exampleMonthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference
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The RS NewsletterHero banner
Customised content: (Customer Profile)• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)
CLC ModuleCustomised content: (Customer Lifecycle)• Nursery• Development• Acquisition
BEH ModuleCustomised content: (Behavioural data)• Abandoned Baskets• Browsed Not Bought• Propensity to Buy (A recommendations
model)• Top Sellers
Local Module
Product modules can vary in number and format. Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.
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The HiPPO is…
“The Highest Paid Person’s opinion”
Coined by Analytics and CRO specialists
None of us can secondguess our audience!
Trend #3 CRO and web experience
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Our experience CRO works!
Test example from Convert.com
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B. WON. The challenger was declared the winner at 95% confidence resulting in a 107% lift in conversions over the control.
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A. Won. The challenger was declared the winner at 90% confidence resulting in a 56.6% lift in conversions over the control.
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TREND #4 SOCIAL MEDIA MARKETING
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Has LinkedIn destroyed marketing opportunities in 2016? New, but axed: Remarketing
(Lead Accelerator through Bizo acquisition) New: Slideshare and Lynda acquisition
LinkedIn Pulse blog platform gives some cut-through Prohibitive CPCs on Ads / Sponsored Updates Groups now spam ridden with auto-posting Featuring products/services on pages long gone
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Should we turn to other platforms?
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TREND #5 SEARCH ENGINE OPTIMISATION
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What works for our SEO… 1. Categorised
Keyword research – gap analysis
2. Google Search Console integration for reporting
3. Content to help our personas – 3X day – linking to our product
4. Updated evergreen organically shareable content – be lucky!
5. Internal linking 6.Long-term
“Strategic partnerships” – not influencer outreach
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Success = People, Process, KPIs and Tools
Free Download:State of B2B Marketing Automation
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Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey or Stand 114
Show discount on annual Expert membershipDAVESAVE20