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2 0 1 7 B 2 B
M A R K E T I N G T R E N D S
Peter Weinberg
Strategist, Agency and Channel Development
LinkedIn
P R E S E N T E D B Y
Let’s talk about
7 emerging trends
in B2B marketing
These Trends Can Be Applied To Your Marketing Today
Each trend fits neatly into this traditional marketing framework
01
02...
The True Value of
Thought Leadership
1
B2B Buyers Are Scared
B2B is not “rational”, it’s even more emotional than B2C
Jon Miller
CEO & Co-Founder at Engagio,
pre...
…believe it increased trust
in the organization
83%
Business
Decision Makers
81%
C-Suite
Executives
…believe it builds tru...
Thought Leadership “De-Risks” The Buying Process
It establishes trust, which leads directly to sales
…believe it gets them...
Structure Your Thought Leadership To Drive ROI
“The Sophisticated Guide” has been our #1 driver of sales 3 years in a
row
...
The Sustainable
Profitability
Of Content Franchises
2
The Current Approach To Thought Leadership Is Broken
The “Newspaper Model” is difficult to scale and even harder to moneti...
The Current Approach To Thought Leadership Is Broken
The “Newspaper Model” is difficult to scale and even harder to moneti...
The Current Approach To Thought Leadership Is Broken
The “Newspaper Model” is difficult to scale and even harder to moneti...
Instead, Imitate Disney’s Blockbuster Strategy
The first studio to make $6B, all thanks to “familiarity” and “extensibilit...
Instead, Imitate Disney’s Blockbuster Strategy
The first studio to make $6B, all thanks to “familiarity” and “extensibilit...
A B2B Blockbuster Monetizes A Brand’s Expertise
A sustainable approach that monetizes multiple channels with the same IP
The Growing Need for
Touchpoint Consistency
3
Nobody Remembers Much Anymore, Especially Ads
The average consumer sees 5,000 ads a day
Pattern Recognition Is How Brands Drive Recall
We see B2C and B2B brands accomplish this every day
Blockbusters Enable Touchpoint Consistency
Helping build a memorable brand across an explosion of channels
The Promising Arrival of
Everyone-As-A-Marketer
4
Employees Are Your Most Valuable Touchpoint
The most trusted spokespeople to sell culture, product, and news
63%
Trust peo...
Employees Offer Better Reach And Engagement
Employees have 10X the reach of a LinkedIn Company Page
100
Employee
Shares
96...
So It Is Imperative To Develop A People-First Strategy
Feature your brand characters in your content, distribute through
e...
The Sudden Death of
Hypertargeting
5
Brands Are Overly Obsessed With Ad Targeting
Digital sells itself on the false promise of ‘zero waste’
The Problem Is That Targeting Excludes Potential Buyers
Sophisticated marketers are waking up to this expensive truth
The Solution For B2B Is “Relevant Reach”
Reach the entire buying committee, today and tomorrow
TARGETED
BUYER
Junior Decis...
The New Principles of
Brand Investing
6
#1: Obey The “60/40 Rule”
Brands need to balance long and short-term objectives
“Investment in long-term brand and
trust b...
#2: Plan For A “10:1 Ratio”
In a pay-to-play world, distribution is king
#3: Budget For The “80/20 Rule”
80% of value comes from 20% of your content; invest accordingly
The Economic Case for
Cost-Per-Connection
7
Everyone Is “Counting” The Wrong Metrics
Current industry metrics (CTR, CPC) do not correlate with revenue
Not everything ...
Cutting-Edge Measurement Reflects The Offline World
“Connection Density” does correlate with revenue
8.2%
5.1%
4.8%
3.9%
3...
Marketing Helps Sales To Nurture Connections
“Cost Per Connection” is a leading indicator of ROI
16%
40%
Non-Nurtured Pros...
Great.
So how can my client take
advantage of these trends today?
1 Invest in thought-leadership to drive sales
2 Package your thought-leadership into “blockbusters”
3 Use your blockbuster...
5 Reach the entire buying committee with your blockbuster
6 Distribute according to the 60/40, 10:1, and 80/20 rules
7 Sta...
Get Smart on B2B Marketing with our 7 Emerging Trends for 2017
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Get Smart on B2B Marketing with our 7 Emerging Trends for 2017

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Looking for the fresh ideas driving B2B marketing forward ​in 2017 and beyond? We've got you covered.

Join LinkedIn brand strategist,​ Peter Weinberg, as he shares the below seven trends to practice in 2017:

1. The True Value of Thought Leadership
2. The Sustainable Profitability of “Content Franchises”
3. The Growing Need for Touchpoint Consistency
4. The Promising Arrival of Everyone-As-A-Marketer
5. The Sudden Death of Hyper-targeting
6. The New Principles of Brand Investing
7. The Economic Case for Cost-Per-Connection

We'll also reveal how you can act on each of these seven trends in your work today.

Published in: Marketing
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Get Smart on B2B Marketing with our 7 Emerging Trends for 2017

  1. 1. 2 0 1 7 B 2 B M A R K E T I N G T R E N D S
  2. 2. Peter Weinberg Strategist, Agency and Channel Development LinkedIn P R E S E N T E D B Y
  3. 3. Let’s talk about 7 emerging trends in B2B marketing
  4. 4. These Trends Can Be Applied To Your Marketing Today Each trend fits neatly into this traditional marketing framework 01 02 03 04 Creative Content Franchises Touchpoint Consistency Distribution Everyone-As-A-Marketer Hypertargeting Brand Investing Audience Thought Leadership Measurement Cost-Per-Connection
  5. 5. The True Value of Thought Leadership 1
  6. 6. B2B Buyers Are Scared B2B is not “rational”, it’s even more emotional than B2C Jon Miller CEO & Co-Founder at Engagio, previously Co-Founder at Marketo “It’s not a big deal if you buy the wrong can of soda.” Don Draper Creative Director at Sterling Cooper, fictional character on Mad Men “Nobody ever got fired for buying IBM.”
  7. 7. …believe it increased trust in the organization 83% Business Decision Makers 81% C-Suite Executives …believe it builds trust in our organization among potential clients 49% Thought Leadership “De-Risks” The Buying Process It establishes trust, which leads directly to sales Among Creators of Thought Leadership… Among Decision Makers…
  8. 8. Thought Leadership “De-Risks” The Buying Process It establishes trust, which leads directly to sales …believe it gets them more RFPs 17% …believe it invites the organization to propose on a project 63% Business Decision Makers 64% C-Suite Executives Among Creators of Thought Leadership… Among Decision Makers…
  9. 9. Structure Your Thought Leadership To Drive ROI “The Sophisticated Guide” has been our #1 driver of sales 3 years in a row MQLNO YES REVENUESALESNURTURE NO THOUGHT LEADERSHIP
  10. 10. The Sustainable Profitability Of Content Franchises 2
  11. 11. The Current Approach To Thought Leadership Is Broken The “Newspaper Model” is difficult to scale and even harder to monetize Nearly 1 In 2 BDMs Are Disappointed With The Quality Percentage of the time I gain valuable insight from thought leadership 44% Percentage of survey respondents who are disappointed by this 51%
  12. 12. The Current Approach To Thought Leadership Is Broken The “Newspaper Model” is difficult to scale and even harder to monetize
  13. 13. The Current Approach To Thought Leadership Is Broken The “Newspaper Model” is difficult to scale and even harder to monetize
  14. 14. Instead, Imitate Disney’s Blockbuster Strategy The first studio to make $6B, all thanks to “familiarity” and “extensibility” S U M M E R 2 0 1 5 FA L L 2 0 1 5 W I N T E R 2 0 1 5 S P R I N G 2 0 1 6 S U M M E R 2 0 1 6 FA L L 2 0 1 6 W I N T E R 2 0 1 6 S P R I N G 2 0 1 7 S U M M E R 2 0 1 7
  15. 15. Instead, Imitate Disney’s Blockbuster Strategy The first studio to make $6B, all thanks to “familiarity” and “extensibility”
  16. 16. A B2B Blockbuster Monetizes A Brand’s Expertise A sustainable approach that monetizes multiple channels with the same IP
  17. 17. The Growing Need for Touchpoint Consistency 3
  18. 18. Nobody Remembers Much Anymore, Especially Ads The average consumer sees 5,000 ads a day
  19. 19. Pattern Recognition Is How Brands Drive Recall We see B2C and B2B brands accomplish this every day
  20. 20. Blockbusters Enable Touchpoint Consistency Helping build a memorable brand across an explosion of channels
  21. 21. The Promising Arrival of Everyone-As-A-Marketer 4
  22. 22. Employees Are Your Most Valuable Touchpoint The most trusted spokespeople to sell culture, product, and news 63% Trust people like themselves 45% Trust Institutions
  23. 23. Employees Offer Better Reach And Engagement Employees have 10X the reach of a LinkedIn Company Page 100 Employee Shares 96 Profile Views 48 Company Page Views 48 Job Views 16 Company Page Followers 32 New Connections
  24. 24. So It Is Imperative To Develop A People-First Strategy Feature your brand characters in your content, distribute through employees
  25. 25. The Sudden Death of Hypertargeting 5
  26. 26. Brands Are Overly Obsessed With Ad Targeting Digital sells itself on the false promise of ‘zero waste’
  27. 27. The Problem Is That Targeting Excludes Potential Buyers Sophisticated marketers are waking up to this expensive truth
  28. 28. The Solution For B2B Is “Relevant Reach” Reach the entire buying committee, today and tomorrow TARGETED BUYER Junior Decision Makers Extended Buying Committee
  29. 29. The New Principles of Brand Investing 6
  30. 30. #1: Obey The “60/40 Rule” Brands need to balance long and short-term objectives “Investment in long-term brand and trust building, combined with short term brand activations to reap the sales benefits of those investments” 60/40 RULE
  31. 31. #2: Plan For A “10:1 Ratio” In a pay-to-play world, distribution is king
  32. 32. #3: Budget For The “80/20 Rule” 80% of value comes from 20% of your content; invest accordingly
  33. 33. The Economic Case for Cost-Per-Connection 7
  34. 34. Everyone Is “Counting” The Wrong Metrics Current industry metrics (CTR, CPC) do not correlate with revenue Not everything that counts can be counted, and not everything that can be counted counts. Albert Einstein
  35. 35. Cutting-Edge Measurement Reflects The Offline World “Connection Density” does correlate with revenue 8.2% 5.1% 4.8% 3.9% 3.5% Most-Connected Metro Regions 2 3 4 Least-Connected Metro Regions More Connections, More Job Growth (Average Job Growth, 2010-2014) *Based on index of connectedness. 2014 employment based on first nine months of year. Data: LinkedIn, Bureau of Labor Statistics, South Mountain Economics LLC
  36. 36. Marketing Helps Sales To Nurture Connections “Cost Per Connection” is a leading indicator of ROI 16% 40% Non-Nurtured Prospects Prospects Exposed To Content Response Rate to InMails Sent By Sales Teams +150% 14XHigher Than Average E-mail Response Rate*
  37. 37. Great. So how can my client take advantage of these trends today?
  38. 38. 1 Invest in thought-leadership to drive sales 2 Package your thought-leadership into “blockbusters” 3 Use your blockbuster to achieve touchpoint consistency 4 Amplify your blockbuster via employees
  39. 39. 5 Reach the entire buying committee with your blockbuster 6 Distribute according to the 60/40, 10:1, and 80/20 rules 7 Start measuring “Cost-Per-Connections”

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