What Really Matters in B2B marketing today!


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What Really Matters in B2B marketing today!

  1. 1.
  2. 2. Symposium<br />What Really Matters in BtoB Today!<br />Russell M. Kern | President Christopher Hosford<br />THE | kern | ORGANIZATION East Coast Bureau Chief<br />An Omnicom Agency BtoB | www.btobonline.com<br />www.thekernorg.comchosford@crain.com<br />
  3. 3. Taking the Pulse of MarketingEssential findings from two BtoB studies<br />2011 Outlook: Marketing Priorities & Plans<br />Emerging Trends in B-to-B social media marketing<br />
  4. 4. Building Sales is Back!What is your primary marketing goal this year?<br />
  5. 5. Online Channels DominateWhat are you spending plans by media category?<br />
  6. 6. Social, Email, Search Grows MostWhat are you online spending plans this year?<br />
  7. 7. Social Media Uses VariedHow do you currently use social media marketing?<br />
  8. 8. LinkedIn, Facebook, BloggingWhat is your single most important social media method?<br />
  9. 9. Final Thoughts<br />Online channels will continue to grow<br />Traditional channels will remain important for specific goals<br />Marketing automation increasingly essential<br />Content marketing surges in importance<br />Data—accurate, current, segmented data—rules everything<br />
  10. 10. Symposium<br />Christopher HosfordEast Coast Bureau Chief<br />chosford@crain.com<br /> @cfhosford<br />Thank you!<br />
  11. 11. Must Reads of the Year!<br />
  12. 12. The Kern Organization Mid Year Trend Study Findingshttp://www.thekernorg.com/2011MidYearTrendStudyResults<br />67% of respondents from The Kern Organization 2011 Mid Year Trend Survey report Acquiring Customers as top objective<br />38% report increasing retention rates and revenues from current customers as top objective<br />31% report increasing the quality and quantity of leads as their top objective<br />
  13. 13. Other Key Findings<br />90% say better integration of online and offline data collection and analytics is important.<br />
  14. 14. Other Key Findings<br />84% indicate that aligning sales and marketing is important.<br />“Conversations that Win the Complex Sale”<br />.<br />
  15. 15. Other Key Findings<br />53% are somewhat ready to deal with the new normal of constant change.<br />
  16. 16. Other Key Findings<br />48% are now using some form of Marketing Automation.<br />
  17. 17. Other Key Findings<br />91% spend on both acquisition and on retention/cross-sell.<br />
  18. 18. Other Key Findings<br />37% feel that Facebook is the most important social media channel.<br />
  19. 19. 34% have no Mobile Marketing strategy or plans in place.<br />
  20. 20. 23% are satisfied with their current social media marketing efforts.<br />
  21. 21. What Clients are Saying<br />Drive business growth through better strategy<br />Improve sales performance beyond marketing campaigns<br />How are you helping me the “White Space” opportunities to gain market share?<br />How are you accelerating the pipeline?<br />Deliver engagement experiences beyond lead generation<br />Execute flawlessly, consistently, cost effectively<br />Bring me innovative thinking and strategy<br />
  22. 22. What Matters to You?<br />
  23. 23. Thank you!<br />Russell Kern, President<br />The Kern Organization<br />rkern@thekernorg.com<br /> @russellmkern<br />