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State of B2B Marketing 2015

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The State of B2B marketing report from Salesforce Dreamforce 2015. Presented by Mathew Sweezey.

Published in: Marketing
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State of B2B Marketing 2015

  1. 1. State of B2B Marketing 2015 ​ Mathew Sweezey ​ Principal of Marketing Insights ​ msweezey@salesforce.com ​ @msweezey ​  Presenting our latest research on new trends in B2B
  2. 2. ​ Safe harbor statement under the Private Securities Litigation Reform Act of 1995: ​ This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward- looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. ​ The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. ​ Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. Safe Harbor
  3. 3. Learn what the world’s best sales teams are doing right. Get insights from over 1,900 customer service leaders. See how wearable tech is grabbing hold of the enterprise. ​  View infographics, videos, and more at salesforce.com/research Discover More Research Insights
  4. 4. Mathew Sweezey Principal of Marketing Insights, Salesforce.com Writer for: Clickz, Moz.com, Mashable Author of: “Marketing Automation for Dummies”, Infinite Marketer (Q1 2016)
  5. 5. ​ We understand that business-to-business (B2B) marketers have different goals and strategies than business-to-consumer (B2C) marketers, and wanted to provide deeper insights into the digital marketing landscape for each in 2015. This report focuses on the more than 2,100 responses from B2B marketers who completed this year’s survey. Statistically relevant data How the research was conducted
  6. 6. Executive Summary The three biggest things to show your CEO
  7. 7. ​ The biggest challenges of 2015 are new business development, quality of leads, and demand and lead generation. Biggest Challenges for 2015
  8. 8. All signs point to increasing budgets ​ 84% of surveyed said they plan to increase spending
  9. 9. Content is a big word Lets’ break it down into some useable data
  10. 10. 62% of marketers say they are significantly increasing their investment in video. 57% of marketers are planning on investing significantly more in podcasting. 38% said they are decreasing spending on Native advertising. Video Podcasting Native Ads Native didn’t pan out so hotVideo is proving big wins Podcasts are expected to be hot Content Marketing creation ​ Broken down by top 2 and bottom 1
  11. 11. 64% of marketers say they are significantly increasing their investment in paid social. 60% of marketers are planning on investing significantly more in web personalization in 2015. 61% of marketers said they are investing more in mobile push this year. Paid Social Ads Web Personalization Mobile Push Big for LTV not Lead GenI’d double down on this one I’d triple down on this one Content Marketing distribution ​ Broken down by top 3
  12. 12. Marketing Automation Lets’ break it down into some useable data
  13. 13. ​ Marketing automation is a combination of tools, techniques, and technologies to create a seamless customer journey. Here are the biggest features being used in marketing automation. Marketing Automation Stats Marketers who feel Marketing Automation is an Effective tactic for B2B marketing 81%
  14. 14. ​ 66% of all email opens are on mobile devise, which means emails need to be mobile ready, or “Responsive”. ​ 48% of surveyed use “Responsive” design in their email marketing on a regular basis. ​ 27% of all marketers say they receive no value from their news letters. ​ 38% of marketers are now tracking the number of leads they generate via email as a core email metric. ​ 36% of marketers are using open-to-click ratio any more as a email marketing metric. Mobile opens News Letter Face Lift Measurements Business metrics vs Improvement metrics Single column is just fine! It’s content not the medium! Changes in Email ​ Three big changes happening
  15. 15. Why care about mobile? Yes, but let’s use data to prove this out.
  16. 16. Everything is mobile Mobile marketing must be leveraged in a new way. It is no longer disparate systems, but a singular journey managed by a marketing automation tool. Those who can understand are able to out preform their colleagues by 2X. Mobile means more than just social media
  17. 17. ​ Do not neglect these two aspects Mobile and Social are Enablers
  18. 18. C-Suite social media Everyone is on social channels
  19. 19. Executives are social “I check my phone when I get bored.” CEO, of every company on the planet Business professionals check Facebook seventeen times per day – Informatica Research The average smartphone owner has 7.4 social channels 66% of emails are opened on mobile devise
  20. 20. ​ 74% of B2B marketers currently use Facebook. ​ 85% of those say it has a significant impact to their business. ​ 67% of all marketers use Linkedin as a part of their social marketing strategy. ​ 90% of those said they receive significant impact from it. ​ 27% of marketers are currently using Slideshare for marketing. ​ 91% of marketers are using Slideshare say it has significant impact to their business. Facebook Linkedin Slidehsare Social Trends to note ​ Channels making it big
  21. 21. ​ 88% of B2B marketers surveyed said they get results from using this application. ​ It is used by 93% of all Korean smartphones. ​ 88% of B2B marketers surveyed said they get results from using this application. ​ It is the largest stand alone messaging app based on active monthly users. It is based in China. ​ Social gaming and networking site is seen as another highly effective tool by B2B marketers. Because: ​ Their largest demo is 35-49 higher than any other population on their app. KaKaoTalk WeChat Tagged Social Trends to note ​ Geography and niche counts
  22. 22. Social works for B2B “Facebook has been our most effective social media technology for generating leads.” John Johnston Director, Digital Marketing Volvo Construction Equipment of North America ​ Volvo sells over $100 million dollars worth of heavy equipment each year and use Social Media as their number one lead driver. ​ Social works, and if you are not working it you should be.
  23. 23. Recommendations Here’s what we suggest based on the data
  24. 24. Best places to spend money ​ And one you should reevaluate 2015 State of B2B 2,100 marketers have spoken Technologies, channels, and strategies continue to evolve at rapid pace, tasking marketers to evaluate, test, and implement in near real-time. B2B marketers are managing these shifts by implementing technologies and strategies that will target their customers with personalized content wherever they are. Marketing Automation Lead scoring and nurturing Banner advertisements Best Bets 69% of B2B marketers said this is the most effective use of funds when it comes to delivering value to the business. 68% of B2B marketers said lead scoring and nurturing was the 2nsd most effective technique and strategy they employed for driving results for their business. 53% of B2B marketers found banner advertisements effective. This makes them the least effective tactic of the 25 surveyed. Current level of adoption Only 26% of marketers are using lead scoring and nurturing. Only 26% of marketers are using lead scoring and nurturing. 39% of marketers said they use banner ads as a part of their marketing practice.
  25. 25. Thank you

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