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A Glimpse into 2014 Game Changers
Christopher Hosford, East Coast Bureau Chief
Crain's BtoB|BtoB Online.com
Pam A. Evans, ...
Session Overview
• BtoB Market Findings
• 2014 Game Changers in BtoB

• SAP – A View of Game Changers in Action
BtoB Market Findings
Select Findings
From BtoB Research
•
•
•
•

Content marketing
Email
Social Media
From Good to Great
Content Marketing
Practices & Trends
Content Marketing: Speeding up!
2013

2014

Stage 5

Stage 5

Stage 4

Stage 4

Stage 3

Stage 3

Stage 2

Stage 2

Stage ...
Content Marketing: What’s the Point?
Lead generation

Brand awareness
Thought leadership
Sales
Customer acquisition
Lead n...
Content Marketing: How it’s done?
Social media
Articles
Videos
Live events
E-newsletters
White papers
Case studies
Blogs
W...
Content Marketing: How it’s not!
Infographics
Research reports
Bylined articles
Smartphone apps
Mobile content
Branded con...
Email Marketing
Practices & Trends
Email Marketing: Budgets are up

Increase
Stay the same
Decrease

N=424
Source: BtoB magazine: Email Marketing Benchmarks,...
Email Marketing: What’s the point?

Customer retention

Customer acquisition
TransPromo
Brand awareness
Lead nurturing
Cos...
Email Marketing: What helps
Segmented content
Lead nurturing
Quality content
List segmentation
Personalization
Data analys...
Email Marketing: Going mobile
Use fewer images, less copy
Add mobile version link and
landing page
Redesign for touch
Use ...
Social Marketing
Practices & Trends
Social Marketing: Near saturation

Stage 1

Stage 2

Stage 3

Stage 4

N=432
Source: BtoB magazine: BtoB magazine: Emergin...
Social Marketing: What’s the point?
Branding
Product/event promos
What’s happening?
Traffic building
SEO
Lead generation
C...
Social Marketing: Really ‘liked!’
LinkedIn
Blogging
YouTube
Twitter
Facebook
Customer Communities
Google+
SlideShare
Pinte...
From Good to Great
Challenges & Opportunities
Good to Great: Challenges
Need for faster, more relevant
touch points in the market

Reduced resources
Difficulty measurin...
Good to Great: Factors of Success
Ability to track ROI due to
technology
Use of social media marketing
Shift of power to c...
2014 Game Changers in BtoB
2014 Game Changers
1. Content Marketing Shifts to Story Telling and
How To Help The Customer
2. Integration of Social with...
#1 Content Marketing - Story Telling

ATT Home Security
stories on all channels
#1 How to Help the Customer
“Great Content is

relevant,
intelligent,
useful and
entertaining”
#2 Integration of social with email,
web and mobile
Linkage Strategies
Responsive Sites
#2 Integration of Social with Email, Web
and Mobile
My Permissions Site
#3 Personalization and micro targeting
Cognitive brain emulations
#3 Real-time data integration and targeting
Display, Vendor sites and social media
# 4 Intelligence Goes To The Cloud
and Visualization Becomes Pervasive
# 4 Visualization Becomes Pervasive
#5 Sales and Marketing Collaboration
#5 GE Capital Sales Collaboration
SAP Game Changers in Action
How can we leverage 2014 game changers
to drive ROI?
Performance Management Framework
SAP Game Changers in Action
Live Demonstration
Guiding Principles for Performance
Management
KPIs are aligned to strategic initiatives
Clear and defined organizational r...
Thank you!
Contact Information
Christopher Hosford, East Coast Bureau Chief
Crain's BtoB |BtoB Online.com
chosford@crain.com
Pam A. E...
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A Glimpse into 2014 Game Changers

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  • UPS and ATT are two great examples of how companies are using a story to differentiate their brand. UPS uses its carriers and the daily stories about how they help others to showcase them as the unsung “heros.” They have gained over a million fans on Facebook and hundreds of thousands viewers on LinkedIn who can relate to their company in a personal or human way.ATT Home Security tells you how its products will help your home stay safe.
  • Jay Baer’s Youtility Book gives a number of examples of how to win customers by providing useful, relevant content that helps them do their jobs.
  • IBM uses social as a surround to all other marketing programs and has developed microsites like the Big Data Hub shown here that are integrated with email and mobile tactics.
  • My permissions is an example of how you can manage all the various social and online devices which have become such a key part of marketing efforts today. Companies are using a 360 degree approach to marketing that will leverage social as a core strategy for all other marketing along with the expectations customers will manage the messages and store the items they need in a purchase decision.
  • Tickle.me uses cognitive targeting to improve display advertising by predicting where prospects will visit and delivering only relevant content to those online destinations. This behavior mapping software can be thought of as real-time bidding on steroids.
  • Using behavior models aligned with the brain’s emulation centers, this software predicts clicks to match a personal profile of a company’s customer or persona, dramatically improving click-throughs and conversions.
  • Intuit has a strong partner channel and services for small business including relationship programs for its advocates. These make it easier to get support and connect with the company, building life long loyalty with its brand.
  • GE Capital programs offer online application and sales processing toolsPromotions and competitive interest rates, funding, customer oriented credit lines and high quality, friendly serviceCustomer marketing lists and direct mail servicesFree online training for your staffExposure to millions of customers through our Business LocatorGE Capital offers partnerships for small business owners.
  • Transcript of "A Glimpse into 2014 Game Changers"

    1. 1. A Glimpse into 2014 Game Changers Christopher Hosford, East Coast Bureau Chief Crain's BtoB|BtoB Online.com Pam A. Evans, Consultant |Pam A. Evans Marketing Jerry L. Nichols, Senior Director|SAP Global Marketing
    2. 2. Session Overview • BtoB Market Findings • 2014 Game Changers in BtoB • SAP – A View of Game Changers in Action
    3. 3. BtoB Market Findings
    4. 4. Select Findings From BtoB Research • • • • Content marketing Email Social Media From Good to Great
    5. 5. Content Marketing Practices & Trends
    6. 6. Content Marketing: Speeding up! 2013 2014 Stage 5 Stage 5 Stage 4 Stage 4 Stage 3 Stage 3 Stage 2 Stage 2 Stage 1 Stage 1 N=197 Source: BtoB magazine: Content Marketing Research, August 2013
    7. 7. Content Marketing: What’s the Point? Lead generation Brand awareness Thought leadership Sales Customer acquisition Lead nurturing Engagement Customer retention Website traffic SEO N=197 Source: BtoB magazine: Content Marketing Research, August 2013
    8. 8. Content Marketing: How it’s done? Social media Articles Videos Live events E-newsletters White papers Case studies Blogs Webinars Newsletters Online surveys Microsites N=197 Source: BtoB magazine: Content Marketing Research, August 2013
    9. 9. Content Marketing: How it’s not! Infographics Research reports Bylined articles Smartphone apps Mobile content Branded content tools E-books Tablet apps Podcasts Digital magazines Virtual conferences Gamification N=197 Source: BtoB magazine: Content Marketing Research, August 2013
    10. 10. Email Marketing Practices & Trends
    11. 11. Email Marketing: Budgets are up Increase Stay the same Decrease N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
    12. 12. Email Marketing: What’s the point? Customer retention Customer acquisition TransPromo Brand awareness Lead nurturing Cost reduction N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
    13. 13. Email Marketing: What helps Segmented content Lead nurturing Quality content List segmentation Personalization Data analysis Automation/triggers List hygiene N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
    14. 14. Email Marketing: Going mobile Use fewer images, less copy Add mobile version link and landing page Redesign for touch Use CSS techniques to scale images and text to screen size Use single column, not multiple columns N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
    15. 15. Social Marketing Practices & Trends
    16. 16. Social Marketing: Near saturation Stage 1 Stage 2 Stage 3 Stage 4 N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013 Stage 5
    17. 17. Social Marketing: What’s the point? Branding Product/event promos What’s happening? Traffic building SEO Lead generation Competitive intel Customer feedback Customer support Sales/revenue Product development Product co-creation N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
    18. 18. Social Marketing: Really ‘liked!’ LinkedIn Blogging YouTube Twitter Facebook Customer Communities Google+ SlideShare Pinterest Flickr Tumblr Stumbleupon Scribd N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
    19. 19. From Good to Great Challenges & Opportunities
    20. 20. Good to Great: Challenges Need for faster, more relevant touch points in the market Reduced resources Difficulty measuring ROI Difficulty in making offers and timing customer-specific Current solutions fail to provide meaningful analytics Weakening effectiveness of marketing Declining brand awareness N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
    21. 21. Good to Great: Factors of Success Ability to track ROI due to technology Use of social media marketing Shift of power to customer Maturation of demand gen and lead nurturing Mobile marketing opportunities Fragmentation of media Data cleansing improvements N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
    22. 22. 2014 Game Changers in BtoB
    23. 23. 2014 Game Changers 1. Content Marketing Shifts to Story Telling and How To Help The Customer 2. Integration of Social with Email, Web and Mobile 3. Personalization and Micro targeting 4. Intelligence Goes To The Cloud and Visualization Becomes Pervasive 5. Sales and Marketing Collaboration
    24. 24. #1 Content Marketing - Story Telling ATT Home Security stories on all channels
    25. 25. #1 How to Help the Customer “Great Content is relevant, intelligent, useful and entertaining”
    26. 26. #2 Integration of social with email, web and mobile Linkage Strategies Responsive Sites
    27. 27. #2 Integration of Social with Email, Web and Mobile My Permissions Site
    28. 28. #3 Personalization and micro targeting Cognitive brain emulations
    29. 29. #3 Real-time data integration and targeting Display, Vendor sites and social media
    30. 30. # 4 Intelligence Goes To The Cloud and Visualization Becomes Pervasive
    31. 31. # 4 Visualization Becomes Pervasive
    32. 32. #5 Sales and Marketing Collaboration
    33. 33. #5 GE Capital Sales Collaboration
    34. 34. SAP Game Changers in Action
    35. 35. How can we leverage 2014 game changers to drive ROI?
    36. 36. Performance Management Framework
    37. 37. SAP Game Changers in Action Live Demonstration
    38. 38. Guiding Principles for Performance Management KPIs are aligned to strategic initiatives Clear and defined organizational roles & responsibilities Success is defined, goals are data-driven and agreed upon Metrics for KPIs are quantitative, scalable, and repeatable Insights should be understandable, timely, usable, and fun!
    39. 39. Thank you!
    40. 40. Contact Information Christopher Hosford, East Coast Bureau Chief Crain's BtoB |BtoB Online.com chosford@crain.com Pam A. Evans, Consultant |Pam A. Evans Marketing pam@pamevans.net Jerry L. Nichols, Senior Director|SAP Global Marketing jerry.nichols@sap.com
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