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B2B Marketing trends 2017

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A review of 5 key areas of digital marketing trends for business-to-business marketers presented to the CommuniGator conference in Sept 2016

Published in: Marketing
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  • Great Article! As B2B marketers, we know that our buyers’ needs are ever-evolving, but it’s not just our buyers that are changing. As technology adds new options and capabilities, marketer’s roles are also changing. I have use a tool called AeroLeads and it's really helped a lot for my business growth.
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B2B Marketing trends 2017

  1. 1. 1 1@DaveChaffey B2B Marketing Trends 2016 - 2017 Dr. Dave Chaffey SmartInsights.com
  2. 2. 2 2@DaveChaffey Understand consumers Marketing Techniques Master Martech Optimise platform best practices Process : integrate marketing plans The 5 pillars of improving marketing today
  3. 3. 3 3@DaveChaffey What matters most in B2B – techniques aligned to funnel
  4. 4. 4 4@DaveChaffey About Dave Chaffey Specialist Digital Marketing consultant, trainer and author since ‘97. Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million page views per month. Expert members in over 80 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing.
  5. 5. 5 5@DaveChaffey
  6. 6. 6 6@DaveChaffey 25 = 5 X 5 Key lifecycle marketing techniques to apply Details in Smart Insights Elearning
  7. 7. 7 7@DaveChaffey 1. Customer behaviour – mobile adoption the biggest trend ?
  8. 8. 8 8@DaveChaffey How important is mobile to B2B? Don’t think ‘Mobile First’. Q. Is your mobile traffic > 25%? Litmus mobile email opens
  9. 9. 9 9@DaveChaffey From ‘Moment Marketing’ to ‘Mindset marketing’ Develop in-depth personas for B2B
  10. 10. 10 10@DaveChaffey ‘Mindset marketing’ based on personal context of business situation On LinkedIn, members who have recently been promoted follow 102% more companies than the average active user, and are 54% more likely to check their inMail – the most direct route for brands to make an approach. They are also 45% more likely to stay up to date on industry discussions and twice as likely to share content than the average active member, making them an excellent set of potential brand advocates.
  11. 11. 11 11@DaveChaffey B2B example – is this just keyphrase research? 1 “What is CRM?” 2 “How is Enterprise CRM Software Different than Medium and Small Business Software?” 3 “CRM Data Integration and What That Means for an Enterprise” Source: Crispin Sheridan is the Senior Director, Global Search at SAP writing on ClickZ. Based on a If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you missed an opportunity during that micro-moment if your competition created the content that John found.
  12. 12. 12 12@DaveChaffey B2B Messaging applications Slack = Great!
  13. 13. 13 13@DaveChaffey Will automated Sales bots be next?
  14. 14. 14 14@DaveChaffey 2. Marketing techniques The eight key techniques every B2B business needs to master
  15. 15. 15 15@DaveChaffey Q. Which digital marketing activity will most INCREASE your commercial returns in 2017?  1. “Big Data”  2. Content Marketing  3. Marketing Automation (incl. email, lead scoring, personalisation)  4. Mobile Marketing  5. Conversion Rate Optimisation
  16. 16. 16 16@DaveChaffeySmart Insights Digital marketing trends 2017 article
  17. 17. 17 17@DaveChaffey 2017 - ‘Content Shock continues: ‘Me-too’ content isn’t effective BuzzSumo-Moz research
  18. 18. 18 18@DaveChaffey The challenge in 2017 won’t be lack of engaging content – It’s surfacing it through the customer journey
  19. 19. 19 19@DaveChaffey Where is your content marketing weakest? REACH ACT CONVERT ENGAGE Content type and aim TOFU Awareness Engagement MOFU Evaluation Engagement BOFU Purchase Engagement ROFU Retention/Advoc acy Engagement B2B Examples • Hero lead-gen for cut-through Infographics • 10X content • Webinars - education • Case studies • Datasheets • Independent reviews • Webinars - demos • ROI calculators • Business case download • Career development • Enewsletter Distribution • SEO • Social • Pop-ups and Inline content • Email welcome • Email nurture • Enewsletter personal • Web personalisation • Livechat • Emails from Sales (Automated) • Webinars • Enewsletter • Web personalisatio n
  20. 20. 20 20@DaveChaffey Source: Scott Brinker, The 4th Wave of Content Marketing
  21. 21. 21 21@DaveChaffey
  22. 22. 22 22@DaveChaffey Multi-step content landing page to nurture with profiling
  23. 23. 23 23@DaveChaffey Example – 2 phase campaign
  24. 24. 24 24@DaveChaffey How relevant are your emails? Smart Insights - CommuniGator 2015 Marketing Automation research
  25. 25. 25 25@DaveChaffey Example - MULTISTEP WELCOME CTR Response example: 0d:13% > +2d:6% > +1w: 8%
  26. 26. 26 26@DaveChaffey Dynamic content – role specific
  27. 27. 27 27@DaveChaffey How can digital media and tech help with ABM? According to IDC, the average B2B deal today involves more than eight decision makers, a 43 percent increase from three years ago. Our own research at LinkedIn shows that anywhere from 3.1 to 4.6 additional departments—such as information technology or finance or human resources—influence a B2B buying decision.
  28. 28. 28 28@DaveChaffey What is Account-based marketing? Does your business practice it? ITSMA defines ABM as “more than a sales or marketing approach; it is a collaborative strategy that engages sales, marketing, subject matter experts and delivery professionals, as well as key executives in the chosen client account to determine where and how to best meet the client’s unique business challenges. With deep insight into the client’s business and key goals, this collaborative team creates a well-orchestrated marketing and sales campaign for a single account.” SiriusDecisions defines ABM as “the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts.” LinkedIn Account-based marketing guide
  29. 29. 29 29@DaveChaffey Activity – practical opportunities for ABM? REACH Grow awareness ACT Interact to Convert to Lead CONVERT Nurturing to Convert to Sale ENGAGE Customer comms for advocacy and repeat purchase 1. Integrated Communications for awareness Offline (Print, Direct mail) TRADITIONAL Paid (Display, AdWords) Display, AdWords Owned (Social) Social Earned (PR, SEO) PR, SEO 2. Decision content Desktop/mobile site Persona content Mobile app App option Brochure Interactive 3. Follow-up remarketing communications Phone call Automated call / chat Email Automated email SMS Automated SMS Display retargeting Automated retargeting 4. Sales channel Desktop/mobile site/app Site personalization ONLINE BOOKING In-store TRADITIONAL TRADITIONAL TRADITIONAL TRADITIONALPhone
  30. 30. 30 30@DaveChaffey Some specific digital ABM techniques  Reach  “Lookalike targeting” (Google Customer Match, Facebook Custom and Lookalike Audiences, LinkedIn Company/Account Targeting )  Act:  Content structured around Personas for lead-gen  Lookalike targeting inc LinkedIn Company/Account Targeting  Convert  Email nurture to encourage content sharing to DMU – ideally customised by sales or offering webinars for accounts  Content recommendation personalisation – by business?  Remarketing and Lookalike targeting inc LinkedIn Company Targeting  Engage  Lookalike targeting  Remarketing and Lookalike targeting inc LinkedIn Company Targeting
  31. 31. 31 31@DaveChaffey Programmatic ABM from LinkedIn LinkedIn Account-based marketing guide
  32. 32. 32 32@DaveChaffey 3. Marketing Technology trends Download: http://bit.ly/smardigitaltools
  33. 33. 33 33@DaveChaffey Marketing Cloud components
  34. 34. 34 34@DaveChaffey Our Marketing technology stack Paid Owned and Automation Earned Experience Analytics Productivity Yours? Share the one free marketing tool ‘you couldn’t live without’
  35. 35. 35 35@DaveChaffey An example of innovative design and engagement techniques Intercom Acquire
  36. 36. 36 36@DaveChaffey
  37. 37. 37 37@DaveChaffey
  38. 38. 38 38@DaveChaffey B2B AI – From rules-based lead scoring to predictive lead scoring  Doesn’t require lead scoring rules based on interactions  Automatically identifies propensity to convert and value  Based on a training data set of historic interaction and sales
  39. 39. 39 39@DaveChaffey B2B-specific attribution
  40. 40. 40 40@DaveChaffey 4. New Marketing Platform Trends
  41. 41. 41 41@DaveChaffey On the Rise trends according to Gartner  General-Purpose Machine Intelligence  Ad Blocking  Customer Data Platforms  Real-Time Personification  Programmatic TV Advertising  Cross-Device Identification  Virtual Personal Assistants  Programmatic Direct Advertising
  42. 42. 42 42@DaveChaffey Best practices to watch for in 2017  AI and chatbots e.g. Messenger and Google Allo  Updates to 200 X Google organic signals in mobile  Paid media options to boost awareness and conversion through segmented re-marketing  Predictive analytics Smart Insights Digital Media options cheatsheet
  43. 43. 43 43@DaveChaffey An example of gap analysis PPC forecasting from ClickThrough Marketing
  44. 44. 44 44@DaveChaffey AdWords innovations to trial and optimise in 2017  Expanded text ads for Mobile  Mobile Bid adjustments  Cross-device attribution  Account-level sitelinks Plus established nurturing techniques RLSA, Customer Match
  45. 45. 45 45@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 – 4X day – linking to our product  4. Updated evergreen organically shareable content – be lucky!  5. Internal linking  6.Long-term “Strategic partnerships” – not influencer outreach
  46. 46. 46 46@DaveChaffey 5. Integrate insight-driven marketing plans and processes Define opportunity:  Analytics review  Capability audit - Identify improvements  Model lead targets  TOWs summary Create strategy  Review ALL touchpoints to generate ideas  Map content to lifecycle communications  Create comprehensive communications model Prioritise actions  Define recommendations  Identify quick wins  Longer-term improvements  90 day planning
  47. 47. 47 47@DaveChaffey Success = People, Process, KPIs and Tools Free Download: 2015 / 2016 State of B2B Marketing Automation
  48. 48. 48 48@DaveChaffey Digital Transformation Do you have a (Digital) Marketing Centre of Excellence?
  49. 49. 49 49@DaveChaffey Do you have the CRO mindset + process? Source: Chris Goward - WiderFunnel
  50. 50. 50 50@DaveChaffey UK Ecommerce example of mindset
  51. 51. 51 51@DaveChaffey Recommended Tool: Convert.com
  52. 52. 52 52@DaveChaffey Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey Free, Basic member tools  Managing Digital Marketing 2016 report  Sample planning templates  Essential digital tools infographic  Planning ‘mindtool’ infographics www.smartinsights.com/membership Premium, Expert member learning  15 Toolkits covering all digital marketing techniques: Plan, Manage, Optimise  B2B Marketing Toolkit  DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership/expert-member-reasons

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