Download - What Works in B2B Marketing
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What Works in B2B Marketing?
Insights from MarketingProfs’ latest research:
What Works in 2011: B2B Marketing
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Presenter
Matthew T. Grant Managing Editor, MarketingProfs 15 Years in B2B marketing
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The Research
How were people bouncing back from 2008/2009?
How were they allocating budget?
What did they perceive as most effective?
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High Level Findings: Budget
Budgets Are Bouncing Back
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High Level Findings: Budget
Budgets dropped more in 2009 than 2008
46% saw budgets increasing in 2010 66% see increases for 2011
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High Level Findings: Priorities
Generating Leads and Building Brand Awareness are Top Priorities
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High Level Findings
B2B Marketing is still about Lead Gen
Other Priorities: Brand Awareness
Customer Insights
Qualifying Leads
Measuring Marketing Effectiveness
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High Level Findings: Tactics
Traditional Tactics Still Widely Used
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High Level Findings: Tactics
Value for Lead Gen Shifting
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High Level Findings: Tactics
Inside Sales and Telemarketing Tradeshows/Conferences Executive Breakfasts and Sponsored
Events
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High Level Findings: Online
What about Online Channels?
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High Level Findings: Online
Most Effective Online Channels
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High Level Findings: Online
Webinars, Search Marketing, and Corporate Website ranked most highly effective
Not deemed as highly effective as traditional channels
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High Level Findings: Branding
Drivers of Brand Awareness: Offline
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High Level Findings: Branding
Drivers of Brand Awareness: Online
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High Level Findings: Branding Brand Awareness
● Traditional tactics remain important Inside Sales seen as improving
● Webinars seen as most effective online tactic Bumped websites to second place
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High Level Findings: Branding Brand Awareness
Search Marketing also playing a role
Smaller companies tend to rank social media more highly for brand awareness
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Other Insights: Spend
Spending Trends: Offline
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Other Insights: Spend
Spending Trends: Online
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Other Insights: Spend
Online channels seeing greatest increase Only a third plan to increase budget allocations
for traditional tactics (executive breakfasts, inside sales/telemarketing, PR)
Larger companies are more willing to increase spend on social networks/online communities and webinars
Smaller companies are focusing spend on search
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Other Insights: Tactics
Some Tactics Remain Universal Everybody (94.5%) relies on their corporate
website and most (87.7%) engage in email marketing
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Other Insights: Tactics
Some Tactics Rapidly Gaining Ground
Social networks and online communities have doubled in usage
Less expensive digital channels have a continuing appeal
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Other Insights: Tactics
Of the top 10 marketing tactics respondents plan to use more, 8 of them involve digital media
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Other Insights: Marketing Automation Marketing Automation Adoption Still Slow
● Proliferation of channels and tactics ● Increasing complexity of marketing function● Still, companies remain cautious
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The Golden Rule
Tactics must map to the buying cycle
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Map to Buying Cycle
Key focus of content marketing
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Map to Buying Cycle
Critical role of peer recommendation places emphasis on blogger outreach and influencer marketing
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Map to Buying Cycle
Lead nurturing grows in importance and with it the need for marketing automation
Photo credit:Stuart Richards
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Period of Transition
B2B Marketers need to blend
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What About ROI?
Measurement remains essential yet challenging
Photo credit: Annna
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B2B Marketing Lessons
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Content Marketing
Increased spend on websites and webinars = Increased spend on content
Photo credit: Nick Ares
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Content Marketing
Content marketing requires both strategy and resources (content producers)
Curate Sponsor
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Content Marketing
Content can be both “for” and “about” clients
From: service.PRWeb.com
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Content Marketing
Beyond the White Paper Content is more than words Extend, repurpose, reuse
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Community Engagement
Engagement begins with listening
User groups, developer communities, and forums
Photo credit: russelljsmith
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Community Engagement
Identify the influencers
Photo credit: Theogeo
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Community Engagement
BYOC: Build Your Own Community SAP, small enterprises, and education Kinaxis, serving and entertaining the supply
chain management industry
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Social Networks
Facebook and Turn-key Communities LinkedIn as a relationship hub The Wikipedia option
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Search
B2B buyers use Google for research 93% of B2B buyers use a search engine to
begin the buying process
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Search
Content creation improves search ranking
More articles posted more frequently = better results
Photo credit: spadgy
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Search
Search is social Buyers “search” by asking questions on social
networks An Anecdote from Avaya
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Metrics
What’s in a number?
Measuring “influence”
Photo credit: sidelong
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Metrics
Below or Above the Bottom Line? Tie marketing tactics to specific objectives
rather than dollar amounts:
● Brand Awareness● Leads● Web Traffic● Conversions
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Conclusion
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Final Thoughts
Lead generation remains central to B2B marketing
Some traditional tactics continue to deliver but need support from—and integration with—new tactics
Importance of online research in buying process drives demand for content strategies
The only “silver bullet” is experimentation