b2b summit 2015 crunched
TRANSCRIPT
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B2B Summit 2015
CRUNCHED#B2BSummit15
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500 B2B marketers
40 expert speakers
5 critical streams
1 unmissable day in June
B2B Summit 2015
www.earnest-agency.com
17 June, 2015
#B2BSummit15B2BSummit.net
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We came, we saw, we crunched…
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“ ”90% of everything is crap
Here’s the truth of it
Doug Kessler
Creative director, co founder, Velocity
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Image courtesy of: Gratisography
“
”
73% of people wouldn't care if the brands they use disappear from their life
Sadly, this means
Michael Brenner
Head of strategy, NewsCred
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Image courtesy of: Matthew Wiebe - StockSnap
“”
1% of millennials said that a compelling ad would make them buy a product
Michael Brenner
Head of strategy, NewsCred
Which is worrying considering they will make up 50% of the workforce by 2020
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”
“ The buyer journey is nothing more than a series of questions that must be answered
The reality is, the buyer journey has changed
Michael Brenner
Head of strategy, NewsCred
Today’s business buyers do not contact suppliers until 57% of the decision has been madeKevin Lee
Director, social media, financial & risk,
Thomson Reuters
“”
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Image courtesy of: Gratisography
“
Your content needs to be:Easy Attractive Social Timely
There are 4 pillars for persuading people to make those decisions
Catherine Tool
Chairman, Sticky Content
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”
“We live in a complex world of marketing technology –there are 1876martech vendors across 43 categories
And there is more choice out there than ever
Ceri Jones
VP global demand generation & senior
director, Basware
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”
“We need to stop interrupting what people are interested in, and be what they are interested in
So marketers need to change with the times
Michael Brenner
Head of strategy, NewsCred
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Image courtesy of: Negative Space
”“Content marketing
is all the marketing there is
Now, it’s all about creating great content
Seth Godin,
marketing guru
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Lots of the content we create is worthy, but we’re not moving anyone”
“
Image courtesy of: Angel Acevedo, Unsplash
Doug Kessler
Creative director, co founder, Velocity
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Build bonfires, not fireworks
Fireworks impress you for a second, bonfires draw you in
Image courtesy of: Olivia Henry, Unsplash
Sam Knowles
Owner and founder, Insight Agents
”
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Image courtesy of: Negative Space
It is continuous, not campaign-basedIt is customer, not brand focused
Content marketing is not advertising or PR
Michael Brenner
Head of strategy, NewsCred
”“
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”
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Image courtesy of: Negative Space
63% of people remember stories, whereas just 5% remember stats
And, it’s about telling good stories
Sam Knowles
Owner and founder, Insight Agents
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Image courtesy of: Negative Space
Stories that stick with us, move us
They persuade us to consider, and make a decision
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“”
Image courtesy of: Negative Space
Look for data that’s actionable and spectacular. Everything else will waste your time
Georgios Kolovos
Marketing director, GE Capital
But base your stories on real insights
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So how do you do it well?
Create once, publish everywhere
Cory Polonetsky
Senior director, value proposition initiative,
Elsevier
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Image courtesy of: Dustin Lee- StockSnap
3 tips for killer content
1. Stop promoting. Create for real people2. Be the best answer on the internet3. Act like a human - maybe even funny
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“
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We are now in the age of peer to peer - 92% of customers trust recommendations from people they know
However, content and stories can’t just come from brands
Image courtesy of: Jordan McQueen, Unsplash
Robin Hamiliton
Marketing director, inEvidence
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People do business, not companies
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Image courtesy of: Ondrej Supitar- StockSnap
Access to the organisation allows your customers to connect with your brand
So we must create advocates, but how?
Robin Hamiliton
Marketing director, inEvidence
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They’re telling us what they want
Listen to your customers and help
them help you
Image courtesy of: Ryan McGuire- StockSnap
Robin Hamiliton
Marketing director, inEvidence
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Image courtesy of: Rowan Heuvel- StockSnap
Give them Status:they want recognition and to feel important.
Robin Hamiliton
Marketing director, inEvidence
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www.earnest-agency.com
Image courtesy of: Negative Space
To do this, we need to get more social
Social is no longer an afterthought, it’s a mainstream channel now ”
“
Simon Morris
Director of demand marketing, Adobe
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“
”
90% of buyers use search as a primary source of research
Because that’s where our audience are
Fearghal O’Connor
Industry manager for tech B2B, Google
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75% of b2b buyers use social media to find information on vendors”
“
Zoe Sands
Digital marketing & social selling lead,
Juniper Networks
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85% of b2b buyers are more favourably disposed to a sales person if the initial contact comes through social”
“
Sylvia Jensen,
Senior director EMEA, Oracle Marketing Cloud
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46% of b2b buyers research on a smartphone
#mobilegeddon is a wake up callCory Polonetsky
Senior director, value proposition initiative,
Elsevier
And don’t forget mobile
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Try taking a mobile first approach focused on customer needs
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Image courtesy of: Jason Long
“”
Social media is the most measureable channel out there, however only 16% of organisations say they can measure social ROI
Most importantly, measure everything you do
Kevin Lee
Director, social media, financial & risk,
Thomson Reuters
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One final piece of
advice...
Stop creating crap
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Doug Kessler’s 10 ingredients
for creating crap greatcontent
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Image courtesy of: Jason Long
1. Aim highGet ambition in the brief and inspire the creative team.
2. EmpathisePut down that persona document and buy your audience a coffee.
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3. Keep approval teams small Big teams kill good work.
4. Less is more Say less, take a “library view”.
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5. Find the sweet spotA balance between what your prospects care about, and what you know about.
6. Hard work pays offWork harder and earn bigger budgets.
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7. The art of compromiseGet your clients to want to do the right things.
8. Quality over quantityGet good first, then scale up.
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9. Truth is paramountWith insane honesty comes power.
10. Be tough and stand by your expertise.
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That was B2B Summit 2015 crunched by:
www.earnest-agency.com
earnest-agency.com
@earnestagency
And a big thank you to:
B2B Marketing