B2B Summit 2013 Crunched

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All the expert views and insights from the 2013 #b2bsummit hosted by B2B Marketing (b2bmarketing.net). Featuring all the best quotes, facts and statistics for business to business marketers on everything from changing buyer behaviour to content marketing and social media crunched by Earnest.

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B2B Summit 2013 Crunched

  1. 1. B2B SUMMIT 2013CRUNCHEDEverything you need to knowfrom the people in the know.♯b2bsummit
  2. 2. 400 B2B Marketing professionals,34 expert speakers,4 workstreams,2 keynote presentations,1 unmissable day in JuneThe B2B Summitwww.earnest-agency.com18 June 2013b2bmarketing.net/summit♯b2bsummit
  3. 3. www.earnest-agency.comWe came, we saw, we crunched…Image: © Kyle, Creative Commons
  4. 4. 42% of B2B Marketers are moreconfident of delivering improvedresults in the next 12 monthsversus 33% of B2C Marketers.James SmeePurestoneThe grass islookinggreener onthis side ofthe fence:“”Image: © cdsessums, Creative Commons
  5. 5. The B2B buyingjourney is startingonline.But B2B marketersneed to adapt as theway people buy ischanging…More than 2 out of 3buyer journeys startwith a Google search.Jasper BellAmazeImage: © Automatic hotlinks, Creative Commons““””
  6. 6. 60% of the sales cycleis over before a buyertalks to a sales person.Kieran FlanaganHubspotImage: © Sam Cartelli, Creative Commons“”
  7. 7. We are all receivinginformation throughconstant jumpsbetween personal andprofessional networks– blurring the lines onwhere we are happy toconnect with brands.James SmeePurestoneImage: © Richard Rhee, Creative Commons“”Welcome to theconsumerisation of B2B…
  8. 8. Where it’s all aboutengaging B2B buyersemotionally…James SmeePurestoneWhat they wantMake me look goodTeach me somethingEntertain meImpress meGive me a momentGive me an experienceMarket with me not at meDo not sell to meTalk my languageImage: © AndyWoo, Creative Commons
  9. 9. In the way they want tobe engaged...Mobile is a primary businesstool for 56% of B2B audiences,rising to 73% for under 40s..”“Google Thinkb2bImage: © chrishamby,Creative CommonsJasper BellAmaze
  10. 10. Mobile is shifting everything –keep pace with your changingaudience.James SmeePurestoneImage: © Giovanni Novara, Creative Commons”“
  11. 11. If you really understand thecustomer – you win.“”Paul HigginsTalkTalkImage: © Cliff Hellis, Creative CommonsAll this matters because:
  12. 12. B2B buyers sayonly 1 in 10 salesconversations gavethem the valuethey wanted.Graham WylieDecision PointImage: © Ian Britton, Creative CommonsHowever, take note:“”
  13. 13. When it comes toinbound andoutboundmarketing – don’tcompletely turn offone tap, as youwon’t be able toturn the other onfast enough.“”Steve KemishCyanceImage: © Funny Games, Creative CommonsSo inbound and/or outbound?
  14. 14. Everyone is goingCONTENTCRAZYImage: © theisabelfish, Creative Commons
  15. 15. Great content is the bestsales tool in the world.@saleslion“”Kieran FlanaganHubspotImage: © Dominika KomendaCreative Commons
  16. 16. Like Coca Cola,think liquidcontent that canwork everywhere.“”Jasper BellAmazeImage: © Funny Games, Creative Commons
  17. 17. Scott McKeeBirddogThere are two types of story:man goes on a journey ora stranger comes to town.And it’s true even in the worldof B2B.Image: © Jorge FigueroaCreative Commons“”
  18. 18. Amanda PhillipsVolumeIf it’s all abouteducating youraudience, why isn’teLearning part ofyour contentmarketingstrategy?Image: © Tim EllisCreative Commons“”
  19. 19. Salespeople spend on average 40 hours amonth creating their own content forpresentations - and 90% of what marketinggive them is discarded.Graham WylieDecision PointImage: © Ben Cummin,Creative Commons“”
  20. 20. 99% of people are content consumers. 1% ofus are content creators. How can you turn100% of people in your business intocontent creators?“” Scott McKeeBirddogImage: © half alive,Creative Commons
  21. 21. A great tool to helpyou track interactionwith your contentTynt:A tool that allowsyou to track whohas copied andpasted yourcontent, andwhere it hasbeen shared.Steve KemishCyanceImage: © Ben Cummin,Creative Commons
  22. 22. Content should drivecampaigns instead ofcampaigns driving content.“Time for a re-think?”Paul Higgins,TalkTalk BusinessImage: © adamthelibrarian,Creative Commons
  23. 23. 3 sentence ideas arebeing turned into 36page eBooks.Microsites full of theobvious disguised asthe profound.Video interviews thatmight as well besubtitled Yadda-Yadda-Yadda.“Content creators beware”Jasper Bell,AmazeImage: © James Tworow,Creative Commons
  24. 24. Keep the bar high. Put out goodcontent. Forget frequency.“”Maria Burpee,DellImage: © Sponzone,Creative CommonsQuality is everything:
  25. 25. Were in a content armsrace. Soon therell be amassive content standoff,then a treaty to banproduction of new content.“”Via @philhaslehurstImage: © RMH40, Creative Commons
  26. 26. This social thingisn’t going awaysoonSocial networkswill eliminateemail.”“Scott McKeeBirddogImage: © macattck,Creative Commons
  27. 27. Maria BurpeeDellThe three keytricks to social:Listen. Engage.Sustain.“”Image: © Selvin Kurian, Creative Commons
  28. 28. The lifetime of amessage onTwitter is 17minutes.“”Maria BurpeeDellImage: © Sven-Kare Evenseth, Creative CommonsBut bear in mind…
  29. 29. A great tool to help with your social activity:Findpeopleonplus.com:The place to search forand connect with thewho’s who on Google+Ian DuncanMediaCoImage: © Alex Mestes, Creative Commons
  30. 30. Success is hard toquantify and evenharder to track.We’re still struggling tomeasure real results…”“Samuele Papi,Reading RoomImage: © Ian MacPapica, Creative Commons
  31. 31. But some measures arebetter than others…If you can’t change howyou behave, it’s a badmetric.”“Maria BurpeeDell Image: © Mark Van Laere, Creative Commons
  32. 32. Target audience www.earnest-agency.comDon’t forget creativityas it’s the thing thatseparates your processand plans fromeveryone else.”If you really want tostand out…“Paul Higgins,TalkTalk Business.Image: © Niels Linneberg, Creative Commons
  33. 33. Kieran FlanaganHubspotAnd brand matters more than everBe a brand that peoplewant to spend time with.“”Image: © Moyan Brenn, Creative Commons
  34. 34. Telemarketing is5x as effective ifyour prospectsknow your brand.“”Sylvia JensenEloquaImage: © Thomas Levinson, Creative Common
  35. 35. The only way you cantruly run an integratedcampaign is if you have asystem to pin it alltogether.“”Paul HigginsTalkTalk BusinessImage: © Coen Versluis, Creative Commons
  36. 36. Just do some stuff.Take the first steps.The worst that canhappen is you will feela bit stupid. The best?You begin torevolutionise yourmarketing.“”Paul HigginsTalkTalk BusinessImage: © Jjack Keene, Creative CommonsIf there’s only onething you take away…
  37. 37. That was the B2B Summit 2013 crunched by:www.earnest-agency.comearnest-agency.com@earnestagencyearnestagency.wordpress.comAnd a big thank you to:b2bmarketing.net
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