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What Works in B2B Marketing

What Works in B2B Marketing



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

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 What Works in B2B Marketing Presentation Transcript

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