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B2B marketing trends 2016

Covers 6 key trends in digital marketing and presents research on most popular tactics.

Delivered by Dave Chaffey at B2B Expo 2016, ExCel London.

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B2B marketing trends 2016

  1. 1. 1@DaveChaffey B2B Marketing Trends 2016 Dr. Dave Chaffey
  2. 2. 2@DaveChaffey About Dave o Consultant and trainer in Digital since 1997 o Author of 5 bestselling digital marketing books o CEO and Editor of - a digital marketing advice site with 130,00 members in over 80 countries o DIY templates, planning guides courses o Customised in-company Training and Consultancy o Annual Expert Pro Plan discount code: DAVESAVE20
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  5. 5. 5@DaveChaffey Q. Which digital marketing activity will most increase YOUR commercial returns in 2016?  1. “Big Data”  2. Content Marketing  3. Marketing Automation (incl. email, lead scoring, personalisation)  4. Mobile Marketing  5. Conversion Rate Optimisation
  6. 6. 6@DaveChaffey Download Managing Content Marketing Europe 2016 report
  7. 7. 7@DaveChaffey What works for Smart Insights?
  9. 9. 9@DaveChaffey But remember ‘Content Shock - ‘Me-too’ content isn’t effective BuzzSumo-Moz research
  10. 10. 10@DaveChaffey Source: Scott Brinker, The 4th Wave of Content Marketing
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  13. 13. 13@DaveChaffey B2B examples Free 100+ page digital marketing tools guide
  14. 14. 14@DaveChaffey 30 Digital Tools categories #1 Download:
  15. 15. 15@DaveChaffey 30 Digital Tools categories #2 Download:
  16. 16. 16@DaveChaffey TREND #2 MARKETING AUTOMATION Free research report with Communigator: State of B2B Marketing Automation
  17. 17. 17@DaveChaffey Messaging Customer intelligence Mass Communication Demographic data Customer history Contact data Personalized Communication Segmented Communication Transactional Communication Customer transaction Intention/ behaviour Data source Integrated Web analytics Behavioral / web sales Mailing list/ database CRM system Enhanced profiling Customer value Potential benefit = Tailored promotions (sales) Loyalty Information Relevant offers Behavioral Communication Potential benefit = Up-sales/ promotions Triggers based on behavior Trigger on transaction Newsletters, surveys & one-size- fits-all promotions Lifecycle emails Targeted email campaigns/ offers 50% here Source: Michael Leander
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  19. 19. 19@DaveChaffey For future – more use of predictive analytics and AI
  20. 20. 20@DaveChaffey Our experience at Smart Insights with using dynamic content? Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6%
  21. 21. 21@DaveChaffey Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Content insertion Automation example Monthly Planning Framework Source: Harriet Mitchell Smart Insights Digital Impact conference
  22. 22. 22@DaveChaffey The RS Newsletter Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information.
  23. 23. 23@DaveChaffey  The HiPPO is… “The Highest Paid Person’s opinion”  Coined by Analytics and CRO specialists  None of us can second guess our audience! Trend #3 CRO and web experience
  24. 24. 24@DaveChaffey Our experience CRO works! Test example from
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  26. 26. 26@DaveChaffey B. WON. The challenger was declared the winner at 95% confidence resulting in a 107% lift in conversions over the control.
  27. 27. 27@DaveChaffey A. Won. The challenger was declared the winner at 90% confidence resulting in a 56.6% lift in conversions over the control.
  28. 28. 28@DaveChaffey TREND #4 SOCIAL MEDIA MARKETING
  29. 29. 29@DaveChaffey Has LinkedIn destroyed marketing opportunities in 2016?  New, but axed: Remarketing (Lead Accelerator through Bizo acquisition)  New: Slideshare and Lynda acquisition  LinkedIn Pulse blog platform gives some cut-through  Prohibitive CPCs on Ads / Sponsored Updates  Groups now spam ridden with auto-posting  Featuring products/services on pages long gone
  30. 30. 30@DaveChaffey Should we turn to other platforms?
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  33. 33. 33@DaveChaffey What works for our SEO…  1. Categorised Keyword research – gap analysis  2. Google Search Console integration for reporting  3. Content to help our personas – 3X day – linking to our product  4. Updated evergreen organically shareable content – be lucky!  5. Internal linking  6.Long-term “Strategic partnerships” – not influencer outreach
  34. 34. 34@DaveChaffey Success = People, Process, KPIs and Tools Free Download: State of B2B Marketing Automation
  35. 35. 35@DaveChaffey Let’s Connect – Questions & discussion welcome! or Stand 114 Show discount on annual Expert membership DAVESAVE20