1.
MARKETING TRENDS
October 2019

2.
2
European B2B Publishers in Good Health
• Electronics publishers survey
– Western and Eastern Europe
– 25 publications
• 68% grew revenue last year
– Only one declined > 5%
• Over 50% of revenue from print

3.
3
Aspencore Layoffs
• Aspencore probably not profitable
• Changes must reflect new editorial strategy
• Greater focus on Far East
• USA journalists let go:
– Rick Merritt
– Clive Maxfield
– Dylan McGrath
– Steve Taranovich
• Jurgen Hubner made redundant, Bob Dumas resigned

4.
4
Continued Growth of ABM
• Account-Centric is the new Account-Based Marketing!
• Larger campaigns
• Wider adoption
• Delivering great RoI

5.
5
Disappearing Marketing Silos
Content
Development
Content
Distribution
ABM
Social
Media
Media
Relations
Marketing
Automation
Websites
Owned
Media
Analyst
Relations
Paid Meda
ArticlesBrochure
White
Papers
Video
2D/3D
Animation
Graphics
eBooks Interviews

6.
6
Other Trends
• Influencers for B2B Technology
• Podcasts gain momentum
• Better, simpler metrics
• Marketing Dashboards

7.
7
Inbound Tips and Tricks
• LinkedIn advertising
– Value of formats
– Bidding minimum $
– Currently testing
• Marketing sending sales emails
– Not new, but increasing
Format Average CTR Typical CPC
Sponsored Content 4% $6-9
Text Advert 0.025% $3-5
Sponsored InMail 50% open, 3% CTR $23-55
Dynamic “low” $12-15

8.
8
Resources
• For more information and links to resources, visit:
http://www2.napierb2b.com/october-2019-trends