Turn Left Media with Frederik Borestrom from LinkedIn Marketing Solutions highlights 5 trends critical for B2B marketing success. In 35 minutes you’ll be able to walk away with the confidence to build the foundations for crafting your B2B marketing strategy for the future. Relevant to who? Any marketer, advertiser, agency and business interested in understanding how to breakthrough into the professional mindset.

1. 1
2 0 1 8
B 2 B M A R K E T I N G T R E N D S

2. Our Trends Are
Actionable Today
“The future is already here —
it's just not very evenly
distributed.”
– William Gibson
2

3. Our Trends Are
Arranged In A Specific Order
01
02
03
04
Creative
Distribution
Audience
Measurement

4. 4
Start With Who
1

5. Most Marketing Today Is
Not Customer-Centric
of buyers say
advertising is relevant
to them3%
5Source: Infolinks study on “banner blindness”

6. Actual Customer-Centric Marketing Is
Radically Individualistic
6Source: Netflix Blog On “Artwork Personalization”

7. That Means Every Little Detail Is
Driven By Data
7
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization”

8. Conversely, Most B2B Personas Are
Informed By Guesswork
Rachel
From Research
Sarah
From Sales
Peter
From Procurement
8

9. Artificial Intelligence
Engagement
Machine Learning
Malware
Phishing
Security Hacker
Risk Management
0 1400400 1000
The First Step Towards Netflix
Starts With Data-Driven Personas
TRENDING CONTENTWEBSITE DEMOGRAPHICS
9

10. 10
First To Mind
2

11. Being First To Market Doesn’t Matter
11Source: 22 Immutable Laws of Marketing
Altair 8800 Apple

12. Relationship Between Market Share and Awareness
MarketShare
Awareness
0% 10% 20% 30% 40% 50%
40%
20%
0%
60%
12Source: American Marketing Association Study,
“How Brand Awareness Aids Profitability”
What Matters Is Being First To Mind

13. If You Can’t Be First To Mind,
Invent A New Category
13
Lindbergh Earheart
Source: 22 Immutable Laws of Marketing

14. Emerging
Awareness
Strong Awareness
Weak
Awareness
No
Awareness
14
Use Our “First To Mind” Matrix
To Find Opportunities
Engagement
Reach
High
100%
High
100%
Low
0%
Low
0%
HEALTHCAREVALUE-BASED CARE

15. 15
The Originality
Delusion
3

16. Marketers Are Obsessed With Newness
CREATIVE
BRIEF
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
16

17. But New Isn’t What Sells
2009
17Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign”
Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure”
new ad campaigns
outperform old campaigns
1 5
only
in

18. What Sells Is Relevance + Familiarity
63%
34%
RELEVANCE
ORIGINALITY
What Do CXOs Want From
Thought Leadership?
18
2x
Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation”

19. Don’t Sell “Original,” Sell “MAYA”
19Source: Raymond Loewy, “MAYA Principle”
MOST ADVANCED, YET ACCEPTABLE

20. In B2B, That Means
Investing In A Familiar Franchise
20

21. 21
You Are Where
You Advertise
4

22. Which Ad Looks
More Expensive?

23. Signaling Explains
Why Expensive Advertising Works
“The fact that a product is heavily
advertised -- regardless of its message --
is evidence to the consumer that the
quality of the product is high.”
23

24. That’s Why Companies Like Apple
Only Buy The Most Expensive Inventory

25. And Yet, Most Media Buyers Want
The Cheapest Inventory Possible

26. So Are Your Ads Reassuringly Expensive,
Or Worryingly Cheap?

27. 27
Media
Value Investing
5

28. The Most Savvy Investors
Look For Undervalued Assets
“Price is what you pay; value is what
you get. Whether we’re talking about
socks or stocks,
I like buying quality merchandise when
it is marked down.”
— Warren Buffett
28

29. 29Source: LinkedIn Campaign Manger
Individual Contributors (ICs)
Are An Undervalued Audience
Of Impressions Reach
Individual Contributors
24%

30. This Ignored Audience
Influences Buying Decisions Today
30Source: LinkedIn / Tech Target research
55%
Of Current Tech Buyers Are ICs

31. 31
Tech IC
Source: LinkedIn Career data
And ICs Will Be Making The
Buying Decision Tomorrow
Tech Manager
Deal Begins Deal Ends
3yrs
3yrs

32. 32
So Broaden Your Investing Horizon
And Target Beyond The C-Suite

33. 33
Lifetime Value
Of Content
6

34. Real-Time Marketing Might Be
The Worst Idea In Our Industry
34Source: Mark Ritson

35. The Smartest Companies
Invest In All-Time Content
35
197220011964

36. The Lindy Effect Explains That
Time Is The Best Judge Of Success
36Source: Nassim Nicholas Taleb

37. Start Measuring Time As A Metric:
Lifetime Value Of Content
=
37Source: Marketo
8consecutive years as Marketo’s top
source of ROI