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B2B Marketing Survival Guide 2013

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In 2013, technological advances and changes in behaviour will mean you have to react quickly in order to continue generating leads, sales and revenue. Our B2B Marketing Survival Guide 2013 will give …

In 2013, technological advances and changes in behaviour will mean you have to react quickly in order to continue generating leads, sales and revenue. Our B2B Marketing Survival Guide 2013 will give you the heads-up on expected trends and developments and help you prepare for the year ahead.There’s lots of statistical data, valuable industry information and a liberal sprinkling of personality.

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  • 1. THE END IS NIGH-ishTHE B2BMARKETINGSURVIVAL GUIDEFOR 2013
  • 2. Kenneth has enjoyed a marketingcareer both agency and client side.With over seven years experiencewriting B2B and B2C copy, Kennethhas created content for a widevariety of industries.Enthusiastic about all things copy, hehas a proven track record of creatingcontent capable of generating leads,sales and revenue.In the role of Head of Content atReally B2B (a SundayTimes Top 100firm and ranked agency in B2BMarketing’s Agency League), Kennethis responsible for creating a strongbrand personality and craftingcontent for our B2B clients whichgenerates action and solid ROI.Kenneth is passionate about writingthat gets results.THE AUTHORKenneth Connollywww.reallyb2b.com
  • 3. www.reallyb2b.comThe Mayans predicted that the world will end on 21December 2012, so if you’re reading this after that datethen the likelihood is you are currently one of only afew survivors in a post-apocalyptic landscape litteredwith the remains of the world as we once knew it.In this new and frightening world, your immediate needs will most likely includefood, shelter and warmth. But if you’re also concerned about how to generatesales and revenue for your business (which also survived the apocalypse), thenthis survival guide is for you.Really B2B’s Marketing Survival Guide for 2013 is jam-packed with informationabout trends and expectations in the world of B2B marketing in 2013.
  • 4. www.reallyb2b.comSURVIVAL GUIDE # Oi, Marketing! What areyou actually doing?!“80% of CEOs admit they are not veryimpressed with the work done bymarketers”(Fournaise Marketing Group Global MarketingEffectiveness Program 2012)Thankfully though, there is a change coming.Over the next twelve months, marketers aregoing to become more accountable forrevenue generation and see a notabledifference in the way they operate. Updatedkey performance indicators, quotas and SLAsare all going to become part of the marketer’severyday vocabulary and not just from a costper lead basis, but cost per sale too. As a wayof meeting these new revenue targets,marketers will become more proficient atreporting and owning the sales and marketinganalysis from the top of the funnel to thebottom.Marketers will have an ever increasingrequirement to prove their accountability, butwith the numbers that really matter.Marketing for traffic and lead generation isgreat... but it’s sales and revenue that matter.
  • 5. www.reallyb2b.comSURVIVAL GUIDE #Time to get real and actin real-timeThe race to keep up with technologicalchanges and advances in 2012 left a lot oforganisations stuck in the starting blocks.Thereason for this is that prospects now connectwith your company in a very different way.People don’t just visit your website anymore,they also have the chance to engage with youon social networking sites like LinkedIn andTwitter too. Third-party forums also allowpeople to converse about your company.These forum conversations can, in turn,increase your position in the search engineresults pages – especially on Google whichuses third party forums to help ‘rank’ yoursite.So why were some companies left baffled bythe advances in technology? The simpleanswer is because they relied on the oldtechnique of marketing ‘campaigns’.These pre-planned activities often can’t react quicklyenough to prospects’ changing behaviours andnew technologies. Granted, they were worththeir weight in gold for a long time, butnowadays it’s all about immediate reactions toreal-time triggers (including comments,feedback and ‘Shares’).So in 2013, get ready to start reacting in real-time, especially as the move to inboundmarketing continues to grow.
  • 6. www.reallyb2b.comSURVIVAL GUIDE #Don’t speculate,integrate...A recent B2B marketing report has stated that“78% of responding B2B organisations arealready conducting social media activity, whileanother 19% are planning to introduce it inthe next year”.This all sounds great, but is it really? Is itenough to just have a social media presence?The smarter marketers out there will alreadybe aware that in order to see the real benefitsfrom sites like Facebook, LinkedIn and Twitter,they need to be integrated and the resultsneed to be measurable.In order to successfully utilise social mediasites, the standard marketing KPIs need tochange. Data such as followers,‘Likes’ and‘Shares’ become important, as does the typeof followers you are looking to attract.Whatindustry do these people come from and whatis their job title?You need to focus on whereyour prospects are most likely to be found,target these platforms and then measureperformance through to lead generation.Behavioural data from social networkscoupled with your current marketing activitiesand database will give you the ability to betterpersonalise and segment your othercommunications... in real-time.And we all know what that means... engagedprospects and sales-ready leads entering yoursales cycle.
  • 7. SURVIVAL GUIDE # Optimise, optimise,optimise... simple as thatA recent HubSpot report stated that ‘morepeople bought a smartphone than a PC in 2012’.So, for those companies who have yet to create amobile optimised website... alarm bells should beringing! Entering 2013 without a mobile site is likeentering the year 2000 without a companywebsite.But, it’s not just enough to have a mobile site, ithas to be a good one. In today’s society, the officedoesn’t just exist between nine and five anymore,it’s available 24/7. People can work, check theiremails and visit your website while out shoppingor while lying in bed at 10am on a Sunday.Work has now simply become a state of mind thatpeople can connect with whenever they feel like it.So, ensure you have the best mobile site possible,because according to Google “57% of users wouldnot recommend a business with a bad mobile site,and 40% have moved on to a competitor’s siteafter a bad mobile experience”.Whether you have a mobile site or you’re hopingto get one soon, remember to keep it simple,don’t include lots of images (as this will increasethe page loading time), make it really user-friendlyand ensure you include strong calls to action.Withthe rise in tablet sales too, there’s never been abetter time to make sure you’re totally optimised.www.reallyb2b.com
  • 8. SURVIVAL GUIDE # We’re all human, so startspeaking like it!Some B2B marketing communications can be soboring that they’re actually difficult to read.Thereason for this is because they’re loaded with dull,lifeless industry phrases and more often than not,overly technical.They lack personality! Nobody wants to dobusiness with a faceless corporation whosecommunications could have been written by somekind of robot, because that’s not what people areabout these days.We like to be social, entertained and engaged.With so many metrics and so much data on offernow, marketers have the opportunity to really getto know and understand their prospects.What aretheir needs and wants? What are their pain points?What are their issues? This detailed level ofunderstanding means that communications can behighly personalised, benefit-lead and show theprospect exactly how their individual concernscan be resolved.With such an in-depth knowledge, it would be areal waste to create tedious, lacklustre content.Good data mixed with company personality is theway forward. Create content that’s informative,authoritative, fun and personal, all while talkingdirectly to each individual prospect. It’s a great wayto create a relationship of trust, upon which salescan be made.www.reallyb2b.com
  • 9. SURVIVAL GUIDE # Email... still a powerfulmarketing weaponWith the advent of social media, there werewhispers that email as a communication channelwas on its way out... but that’s certainly not thecase.According to a recent survey by Pardot (a cloudmarketing automation provider),“althoughopinions were mixed amongst B2B marketers, 47%believed that email marketing would still berelevant in 5 years time”.Granted, the way we use email has changed, butit’s still a very valuable resource. At Really B2B,we regularly find that as a lead generation tool,email is an excellent choice of communicationchannel- hence its inclusion in 98% of all our leadgeneration campaigns.Other reasons for its continued success are loweroperational costs than direct mail, it has the abilityto capture priceless data and it has excellentbehavioural tracking capabilities.But most important of all, is that when it’s coupledwith real-time data, email can be personalised,targeted and relevant.This means that yourprospects are getting the content they want, whenthey want it. Doubters are saying that email mayno longer be ‘King of the Hill’, but in ourexperience, it still out-performs many of the othermarketing communication channels.www.reallyb2b.com
  • 10. SURVIVAL GUIDE # Inbound quality, notautomated quantityIt’s Christmas morning and you’ve just openedthat present you endlessly begged your parentsfor.Initially, it’s everything you ever wanted and more,but then you start to realise that it’s actually notquite as good as you’d hoped.This is a process that a lot of marketers will gothrough in 2013 with their marketing automationtools.The reason for this is because the reality ofan autonomous marketing system without aninbound marketing foundation is just a lot ofirrelevant emails spamming peoples’ inboxes.Real inbound marketing consists of using relevant,quality content to attract people to your websitein order to download your next piece of greatcontent, you then convert these people to salesleads.In 2013, marketing directors and senior executiveswill be investing more in inbound marketing inorder to generate traffic, leads and conversions tosupport demand generation.www.reallyb2b.com
  • 11. SURVIVAL GUIDE # 100 per cent contentIf there is one thing we are certain will happenin 2013, it’s that content will reign supreme.We all know that good content is interesting,relevant, shows thought leadership and helpsbuild trust. So, marketers all over the worldwill be making this a top priority over the next12 months.A by-product of this thirst for content will bethe rise in ‘Content Marketplaces’ (companieswho will outsource your copy requirementsto freelance copywriters around the world).These freelance writers will be workingfuriously to help marketers meet their needsfor good content in 2013.www.reallyb2b.com
  • 12. SURVIVAL GUIDE # A picture is worth waymore than just 1,000wordsI don’t know about you, but I love a goodinfographic. I can’t get enough of them.Theease at which I can digest information isstaggering. Happily then, 2013 is going to be agood year for me, because infographics aregoing to be more popular than ever.A recent study by IDG Enterprise states thatthe use of infographics has increased 150%since 2011 and it’s the fastest growing formatin B2B content marketing.When you considerthat the powerhouses of content are still casestudies, white papers and ebooks, why areinfographics becoming so desired?Very simply, these little images are compellingand attractive; they can increase websitetraffic; they show thought leadership and theycan go viral.They are also excellent for SEObecause people will repost and share linksback to your site… and we know how muchGoogle loves to see links to your site.With all these benefits, it’s clear thatinfographics are more than just a prettypicture.www.reallyb2b.com
  • 13. Content and contextsitting in a tree,K.I.S.S.I.N.G.This headline is so childish but it perfectlyillustrates how important context is goingto be to your content in 2013. Creatingcontent on its own is no longer going tobe enough to succeed.Thanks to reporting capabilities andmetrics, you now know more than everabout your prospects - and it’s time to useit.The things they do, the things they say,the sites they like, the products theypurchase, their happiness level with yourcompany – it’s all vitally important.By creating prospect personas you cannow create personalised content whichyou know meets their needs and speaks ina language they understand.You can alsooffer them solutions to problems youknow they have and write content that istailored specifically for them.And, by creating a personalised experiencefor your prospect over multipleinteractions you can leverage context tomake your marketing fit perfectly withyour prospect’s natural behaviours.www.reallyb2b.comSURVIVAL GUIDE #
  • 14. Direct mail - It’sbaaaack!We all know that 2013 is going to see furthergrowth in integrated marketing campaigns, butfor those of you who were planning to dropdirect mail out of the plans, think again.According to Fusionb2b, “businesses receivingbrochures or other direct mailings are twice aslikely to convert into a new lead, spend moremeaningful time on the business’ website, spendmore money, and consistently purchase thatbusiness’ product or service”. The reason forthis is because of its high impact potential.Using your prospect insight, it’s possible topersonalise multiple aspects of the mail andreally grab some attention. Gone are the daysof just sending a brochure to your prospects.Individual personalisation allows you to talk toyour prospects in a way that addresses theirexact challenges, needs and wants... makingyour interactions with them more human (seeSurvival Guide #5). With digital printing costslower than ever you don’t even need to printlarge orders anymore to make it financiallyviable. So, don’t miss this opportunity to skippast the white noise of online marketing andput something directly into the hands of yourprospects.Using direct mail exclusively is a big risk to take,but as part of an integrated campaign, it can bea really valuable tool. For example, whentargeting hot leads or dream prospects whoyou know are at the sales tipping point (i.e.coming out of a contract review period); ahighly personalised piece of direct mail may justbe enough to make all the difference... and asale.www.reallyb2b.comSURVIVAL GUIDE #
  • 15. www.reallyb2b.comWell, lucky survivor, the post-apocalyptic wasteland youfind yourself in now may look a lot different from life aswe once knew it, but at least you know what lies ahead(in terms of B2B marketing).If, by any chance, the Mayans were actually wrong about the end of the worldand life has simply carried on regardless, then this guide should still come inpretty handy.There are many developments and advances likely to happen inmarketing over the next 12 months and we’ve only touched on a few here. Butone thing is for sure, whatever changes are coming, they are likely to happenvery quickly… so be prepared to act fast.We at Really B2B are always ready to utilise the next technological advance ormarketing approach, as long as we can prove it generates leads and sales. So, ifyou need some help, feel free to get in touch.
  • 16. LOOKING FORBUSINESS GROWTH?If you’re interested in improving your leadgeneration processes, request a meeting.We’d love to discuss your objectives andhow our range of B2B lead generationservices can help support your businessgrowth.© Really B2B, 1000 Lakeside, Western Road, North Harbour, Portsmouth, Hants, PO6 3ENwww.reallyb2b.com