What Works in B2B Marketing


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What works in B2B marketing? How are budgets being allocated? What's most effective in marketing as we head into 2011?

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  • Thank people for their time
  • spending money on the things we need to do
  • Sales/Telemarketing – holdingTradeshows – moved up in rankExec Bfast – most popular among big companies
  • social networks seeing the biggest increasewebinars and webcasts cross the 50where spend is and perceived effectiveness don’t always jibe
  • Still
  • Or at least not as widely perceived to be effective47% see telemarketing as highly effective40% see tradeshows as highly effectivetheir very ubiquity
  • Everything is in decline – PR slipping the most
  • The interesting thing here is the influence on your company’s brand has moved off the homepage, so to speakAlso, email is starting to slip
  • Touch and content
  • Even though blogging isn’t ranked that highly
  • Websites (47.8%), webinars (47.7%) and search marketing (47.5%) are among the top threeThe majority respondents plan to engage more with social networks such as Facebook and LinkedIn (62.9%), and blogs (53.7%) with Twitter close behind at 48.3%
  • Social Media spend, while growing, still a fraction of totalChallenge is integrating the traditional tactics (inside sales, executive events) with emerging tactics (search marketing, blogging, online communities, etc.)
  • Budget increases bring renewed scrutiny of ROITop line performance metrics (followers/site visits) waning in valueChallenge lies in linking tactics to specific buyer behaviorsHighlights need for tracking and automation
  • Also, Printing for Less
  • Think “Content Program”= White Paper + Webinar + Micro-sitePodcasts, video, gamesIntegration with sales
  • Altium and Nanoboard3000 – you got to dig a littleForbes.com
  • Easy way to get community going and find existing communitieslinkedin answers as a great biz dev tool, especially for agenciesVisitors who come to your site via linkedin tend to stay longer
  • Hubspot
  • 250K sale: Shoretel or Avaya - http://www.socialmediaexaminer.com/it-pays-to-listen-avayas-250k-twitter-sale/
  • When seeking out influencers to help you achieve your marketing objectives, it’s important to understand what makes them truly influential. For example, a team of HP researchers found that the number of followers someone has on Twitter is a poor gauge of their real influence or how far their messages will travel. Instead, influence depends more on the extent to which an individuals’ followers, fans, friends, blog readers/subscribers, etc. revere, respond to, and act on their opinions and advice.  Another way to formalize influence is to follow the lead of the marketing executives consulted by Brian Solis and the folks at Vocus when putting together their “Influencer Grudge Match” study. These executives cited the quality or focus of the individual’s network (60%), the quality of the content they share (55%), their capacity to cause measurable outcomes (55%) and the depth of their relationships (40%) as the factors that most contribute to making a person influential.
  • What Works in B2B Marketing

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