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#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
#futureb2b: Exploring the Impact of Technology on B2B Marketing
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#futureb2b: Exploring the Impact of Technology on B2B Marketing

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This presentation explores the likely impact of technology on B2B marketing, a topic that is rarely discussed within the industry. What's your take?

This presentation explores the likely impact of technology on B2B marketing, a topic that is rarely discussed within the industry. What's your take?

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  • 1. Lance Baird VP, Business Strategy and Development #FUTUREB2B: EXPLORING THE IMPACT OF TECHNOLOGY ON B2B MARKETING
  • 2. [ 2 ] [ 2 ] I’m a huge fan of technology and the movies. In the early 80s? Star Wars.
  • 3. [ 3 ] [ 3 ] Back to the Future made time travel possible several years later.
  • 4. [ 4 ] [ 4 ] Then in 1999, The Matrix introduced us to a world of “big data.”
  • 5. [ 5 ] [ 5 ] Most B2B marketers are wary of technology, however. It’s rarely discussed.
  • 6. [ 6 ] [ 6 ] Presentation Outline Marketing Research Technology Trends Implications So, let’s take a closer look…
  • 7. [ 7 ] [ 7 ] Marketing Research #futureb2b: Exploring the Impact of Technology on B2B Marketing First, we’ll review the research.
  • 8. [ 8 ] [ 8 ] The IBM Global CMO Study, October 2011.
  • 9. [ 9 ] [ 9 ] Over 1,700 marketers were surveyed globally, a mix of B2B and B2C.
  • 10. [ 10 ] [ 10 ] CMOs believe “technology factors” are significantly affecting their business.
  • 11. [ 11 ] [ 11 ] They also feel highly unprepared when it comes to the subject.
  • 12. [ 12 ] [ 12 ] Despite their ignorance, CMOs plan to use more technology.
  • 13. [ 13 ] [ 13 ] They’ll face several roadblocks along the way, however, such as cost and IT.
  • 14. [ 14 ] [ 14 ] Perhaps that’s why external partners will likely bridge the gap.
  • 15. [ 15 ] [ 15 ] Marketing Research Summary • Technology is one of the biggest external forces affecting organizations today • CMOs are remarkably unprepared in this field, failing to understand its capabilities and enormous business potential • Despite poor knowledge and a lack of ROI certainty, CMOs are planning to use more technology in a wide variety of initiatives • CMOs also are looking to outside resources and external partnerships to fill the gaps (Source: IBM Global CMO Study, 2011) A wrap-up of the research.
  • 16. [ 16 ] [ 16 ] Technology Trends #futureb2b: Exploring the Impact of Technology on B2B Marketing Now, let’s move onto technology trends.
  • 17. [ 17 ] [ 17 ] Technology Trends Overview (Source: Peter High, Forbes contributor, “Gartner: Top 10 Strategic Technology Trends for 2014”) (Source: Institute of Electrical and Electronics Engineers, “Top Trends for 2013”) (Source: PwC, “2013 Top 10 Technology Trends for Business”) (Source: Cisco.com, “Technology Trends”) Technology experts generally agree on the major trends. Here’s my top 3.
  • 18. [ 18 ] [ 18 ] The first trend is the “Internet of Things,” a world of interconnectivity.
  • 19. Can you envision a world where endless objects “talk” to each other and you?
  • 20. [ 20 ] [ 20 ] GE can, which is why they’re banking so heavily on “Predictivity.”
  • 21. [ 21 ] [ 21 ] The second major trend is mobile computing.
  • 22. [ 22 ] [ 22 ] Adobe’s State of Mobile Benchmark, May 2013.
  • 23. Tablets are significantly driving web traffic, now more than smartphones.
  • 24. Video consumption across mobile devices is also exploding!
  • 25. [ 25 ] [ 25 ] Big data visualization is the third and final technology trend.
  • 26. [ 26 ] [ 26 ] IBM recently discussed the latest in this area at their 2013 annual conference.
  • 27. [ 27 ] [ 27 ] Their biggest hit was “Project Neo,” which integrates “conversational search.”
  • 28. [ 28 ] [ 28 ] Technology Trends Summary • Experts and technology consultants generally agree on the major technology trends • The “Internet of Things” describes an interconnected world of objects (e.g. machines) with the ability to communicate with one another and the user • Mobile computing (the use of tablets and smartphones) continues to increase exponentially • Advances in computing power are allowing users to illustrate the relationships within data more easily, a process called “big data visualization” (Source: Peter High, Forbes contributor, “Gartner: Top 10 Strategic Technology Trends for 2014”) (Source: Institute of Electrical and Electronics Engineers, “Top Trends for 2013”) (Source: PwC, “2013 Top 10 Technology Trends for Business”) (Source: Cisco.com, “Technology Trends”) A brief summary of the technology trends.
  • 29. [ 29 ] [ 29 ] Predictions #futureb2b: Exploring the Impact of Technology on B2B Marketing Finally, the hard part. How is technology likely to impact B2B? 4 predictions.
  • 30. [ 30 ] [ 30 ] First, I believe “old-fashioned” customer research will make a comeback.
  • 31. [ 31 ] [ 31 ] As B2B grows more complex, firms will seek closer customer connections.
  • 32. [ 32 ] [ 32 ] B2B campaigns will be fashioned to this end, like John Deere’s “Chatterbox.”
  • 33. [ 33 ] [ 33 ] Second, I believe B2B marketers will think “mobile first” within 3 years.
  • 34. [ 34 ] [ 34 ] Computers can already understand human language and its many nuances.
  • 35. [ 35 ] [ 35 ] This ability facilitates conversational search, ultimately driving greater traffic.
  • 36. [ 36 ] [ 36 ] Thus, “mobile first” will be the new normal in B2B. Google thinks so, too.
  • 37. [ 37 ] [ 37 ] Third, I believe “growth hackers” will rise in popularity.
  • 38. [ 38 ] [ 38 ] The hybrid of marketer and coder, this group is highly conversant in digital.
  • 39. [ 39 ] [ 39 ] As such, they can act with great speed and agility, even with little budget.
  • 40. [ 40 ] [ 40 ] Finally, B2B companies will increasingly employ “marketing technologists.”
  • 41. [ 41 ] [ 41 ] Like growth hackers, marketing technologists are also well-versed in digital.
  • 42. [ 42 ] [ 42 ] They are more knowledgeable of larger IT issues, however, like “big data.”
  • 43. [ 43 ] [ 43 ] As such, they should be able to bridge the CMO/CIO gap, demonstrating ROI.
  • 44. [ 44 ] [ 44 ] Predictions Summary • As B2B marketing grows increasingly more complex, marketing professionals are more likely to focus on what they do best – extracting “voice of the customer” insights – to mitigate risk • Expect “old-fashioned” customer research (e.g. focus groups, customer interviews, etc.) to rise in popularity once more – quality over quantity • The global adoption of mobile, combined with highly sophisticated, real-time speech recognition technology, is fueling “conversational search” • Google’s latest algorithm update (“Hummingbird”) is proof of a strong push in this direction • Mobile will no longer be an “add-on” consideration; it will be the core in one’s B2B marketing strategy A quick summation of the four predictions.
  • 45. [ 45 ] [ 45 ] Predictions Summary • The world will eventually be one, giant computer, the underlying principle behind the “Internet of Things” • The most accomplished B2B marketing professionals will be conversant (not necessarily fluent) in this digital language • As marketing budgets remain tight, agility, testing, and re-testing will be the key drivers for success, thus fueling a need for “growth hackers” (or at least those with this mindset) • B2B marketing professionals are increasingly aware of their need to interface with those in IT, looking to make sense of the “big data” in their campaigns (ROI) • To facilitate this relationship, the need for B2B “marketing technologists” will arise (continued) A quick summation of the four predictions.
  • 46. [ 46 ] [ 46 ] Presentation Summary Research Technology Trends Predictions Most B2B marketers lack an understanding of technology and its enormous business potential “Internet of Things” Mobile computing Big data visualization Old-fashioned customer research Mobile first Growth hackers Rise of the marketing technologist Here’s my take on the future of B2B. What say you?
  • 47. Lance Baird VP, Business Strategy and Development #FUTUREB2B: EXPLORING THE IMPACT OF TECHNOLOGY ON B2B MARKETING lance.baird@slackandcompany.com http://www.linkedin.com/in/lanceabaird

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