B2B SUMMIT 2014
CRUNCHED
♯b2bsummit14
500 B2B Marketing professionals,
37 expert speakers,
5 workstreams,
2 keynote presentations,
1 unmissable day in June
The ...
www.earnest-agency.com
We came, we saw, we crunched…
www.earnest-agency.com
Marketing is
different to how
it used to be.
“
”John Heffernan,
Digital Sales Director,
Foundry Com...
www.earnest-agency.com
In the old world, the analogue CMO
would need to tap dance round the
board room to sell an idea….
“...
www.earnest-agncy.com
80% of all data was produced in
the last 2 years. Data is the new
oil. You need to mine it, process
...
There is nothing quite so
useless, as doing with great
efficiency, something that
should not be done at all.
Peter Drucker...
There’s no longer a
digital marketing
discipline. All
marketing is digital.
“
”Caroline Taylor, VP of
marketing and CMO,
I...
www.earnest-agency.com
”
In a sales
process:
21% of time is
spent talking to
sales people.
23% talking to
peers and
collea...
www.earnest-agency.com
Those in the know say:
Be social. Create great
content. Optimise your
online presence…
38% of social media
users disengage
because content is
repetitive or boring.
“
” John Heffernan,
Digital Sales Director,
F...
”
Gina Balarin,
Content
Manager, Concur
People don’t want good content.
They don’t even want great
content. They want supe...
“In the month after the Volvo video,
there were more searches for
‘Volvo trucks’ than ‘great sex’.
”
Fearghal
O’Connor,
In...
www.earnest-agency.com
Social Media is becoming more
visual. We can process images
600,000 times faster than one
paragraph...
”
Having video
on a landing
page increases
conversion by
70%.
“
James Smee,
Co-founder,
Purestone
www.earnest-agency.com
“
”
32% of business
buyers look for
customer
testimonial
videos.
Fearghal
O’Connor,
Industry
Manage...
“
Alex Robertson, Head of
Social Media, Red Rocket
Media
You don’t need a massive follower
base if you engage the right
in...
“
”
There are essentially
three types of content:
i) Hero content helps build
awareness and positions your
brand.
ii) Hygi...
www.earnest-agency.com
“
”Catherine Toole,
Chairman,
Sticky Content
30% say content plans are hijacked
by other priorities...
“
”
Want less feedback? Ask
for approval, not opinions. Catherine Toole,
Chairman,
Sticky Content
Sound advice…
www.earnest-agency.com
“
The future is all about snackable
experiences. When you’re looking
at your website, ask yourself ...
www.earnest-agency.com
“
”
Creativity is the only
sustainable business
differentiator.
Alana Griffiths,
Marketing
Stategy ...
“
”
Every day we are served on average 2,904
media messages. Of which we pay attention
to 52, and positively remember 4.
E...
“
”
A big idea has
to come from
balancing the
personal needs
of the buyer
with those of
the business.
Chris Wilson,
MD, Ea...
www.earnest-agency.com
“
Chris Wilson,
MD, Earnest
Global campaigns
have to be based on a
universal behavioural
insight if...
www.earnest-agency.com
Elizabeth Smyth, EMEA
Marketing Director,
Marketo
“
”
Our marketing communications need to be
like ...
www.earnest-agency.com
“B2B brands have a
higher emotional
connection than B2C
brands – because they
actually have a bigge...
www.earnest-agency.com
“
”
Georgina Gilmore,
Senior Director,
global B2B
marketing,
Kaspersky Lab
There's a big difference...
www.earnest-agency.comwww.earnest-agency.com
“
”
Heidi Taylor, Head of
Government & Public
Sector Marketing, PwC
Try not t...
www.earnest-agency.com
5 things that marketing needs to do in future:
1.Use the power of social & mobile
2.Extend the valu...
www.earnest-agency.com
“
”
We’re not just mad men. We’re
maths men as well. Uniting these
two things is essential to chang...
“
”
If you can’t measure it, don’t do it.
There’s a beauty in numbers.
Phil Clement, Global
Chief Marketing &
Communicatio...
www.earnest-agency.com
That was the B2B Summit 2014 crunched by:
www.earnest-agency.com
earnest-agency.com
@earnestagency
And a big thank you to:...
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B2B Summit Crunched 2014

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All the highlights from the B2B Summit 2014 - featuring facts, statistics and advice from leading B2B marketing practitioners and industry experts.

Published in: Marketing, Business, Career

B2B Summit Crunched 2014

  1. 1. B2B SUMMIT 2014 CRUNCHED ♯b2bsummit14
  2. 2. 500 B2B Marketing professionals, 37 expert speakers, 5 workstreams, 2 keynote presentations, 1 unmissable day in June The B2B Summit www.earnest-agency.com 18 June 2014 b2bmarketing.net/summit ♯b2bsummit14
  3. 3. www.earnest-agency.com We came, we saw, we crunched…
  4. 4. www.earnest-agency.com Marketing is different to how it used to be. “ ”John Heffernan, Digital Sales Director, Foundry Comms So how…?
  5. 5. www.earnest-agency.com In the old world, the analogue CMO would need to tap dance round the board room to sell an idea…. “ Caroline Taylor, VP of marketing and CMO, IBM Europe …Now it’s all about evidence and analysis. ” ”
  6. 6. www.earnest-agncy.com 80% of all data was produced in the last 2 years. Data is the new oil. You need to mine it, process it and refine it to make it useful and powerful. “ ” Caroline Taylor, VP of marketing and CMO, IBM Europe
  7. 7. There is nothing quite so useless, as doing with great efficiency, something that should not be done at all. Peter Drucker via Heidi Taylor, Head of Government & Public Sector Marketing, PwC “ ” Because the fact of the matter is…
  8. 8. There’s no longer a digital marketing discipline. All marketing is digital. “ ”Caroline Taylor, VP of marketing and CMO, IBM Europe
  9. 9. www.earnest-agency.com ” In a sales process: 21% of time is spent talking to sales people. 23% talking to peers and colleagues. 56% on pure online research. IDG Connect via David Fox, CEO & founder, Fox Parrack Singapour “
  10. 10. www.earnest-agency.com Those in the know say: Be social. Create great content. Optimise your online presence…
  11. 11. 38% of social media users disengage because content is repetitive or boring. “ ” John Heffernan, Digital Sales Director, Foundry Comms
  12. 12. ” Gina Balarin, Content Manager, Concur People don’t want good content. They don’t even want great content. They want super relevant content. “
  13. 13. “In the month after the Volvo video, there were more searches for ‘Volvo trucks’ than ‘great sex’. ” Fearghal O’Connor, Industry Manager – B2B software & services, Google
  14. 14. www.earnest-agency.com Social Media is becoming more visual. We can process images 600,000 times faster than one paragraph of text. “ ” John Heffernan, Digital Sales Director, Foundry Comms
  15. 15. ” Having video on a landing page increases conversion by 70%. “ James Smee, Co-founder, Purestone
  16. 16. www.earnest-agency.com “ ” 32% of business buyers look for customer testimonial videos. Fearghal O’Connor, Industry Manager – B2B software & services, Google
  17. 17. “ Alex Robertson, Head of Social Media, Red Rocket Media You don’t need a massive follower base if you engage the right influencers. Look at it this way, you don’t go to a party with your favourite track and shout play my music as soon as you get there. You need to find the influencer, the guy on the decks, and speak to him. ” Word to the wise:
  18. 18. “ ” There are essentially three types of content: i) Hero content helps build awareness and positions your brand. ii) Hygiene content offers the best possible answer to a customer’s questions. iii) Hub content helps build customer loyalty. Fearghal O’Connor, Industry Manager – B2B software & services, Google
  19. 19. www.earnest-agency.com “ ”Catherine Toole, Chairman, Sticky Content 30% say content plans are hijacked by other priorities. 29% say c-level execs interfere with content from marketing. 11% of content goes through at least 5 rounds of amends. But for all the good intentions:
  20. 20. “ ” Want less feedback? Ask for approval, not opinions. Catherine Toole, Chairman, Sticky Content Sound advice…
  21. 21. www.earnest-agency.com “ The future is all about snackable experiences. When you’re looking at your website, ask yourself if it’s delivering that. ” “ James Smee, Co-founder, Purestone
  22. 22. www.earnest-agency.com “ ” Creativity is the only sustainable business differentiator. Alana Griffiths, Marketing Stategy Director, Mason Zimbler Time to think differently?
  23. 23. “ ” Every day we are served on average 2,904 media messages. Of which we pay attention to 52, and positively remember 4. Elizabeth Smyth, EMEA Marketing Director, Marketo Especially when you need to cut through the noise:
  24. 24. “ ” A big idea has to come from balancing the personal needs of the buyer with those of the business. Chris Wilson, MD, Earnest And understanding your buyers is more important than ever:
  25. 25. www.earnest-agency.com “ Chris Wilson, MD, Earnest Global campaigns have to be based on a universal behavioural insight if they are to be successful. Otherwise you end up with brand camouflage – a lowest common denominator approach. ”
  26. 26. www.earnest-agency.com Elizabeth Smyth, EMEA Marketing Director, Marketo “ ” Our marketing communications need to be like a real conversation – adapting mid conversation, flowing back and forth, between communications.
  27. 27. www.earnest-agency.com “B2B brands have a higher emotional connection than B2C brands – because they actually have a bigger impact on your life. They help you get promoted, they make you look good, they make you successful. James Smee, Co-founder, Purestone ” Opportunity knocks:
  28. 28. www.earnest-agency.com “ ” Georgina Gilmore, Senior Director, global B2B marketing, Kaspersky Lab There's a big difference between 'internal comms' and ‘internal engagement’. Internal comms often ends up just being email. Internal engagement is about getting on the road and meeting people face-to-face. You have to do this if you want your global campaign to 'land' locally with regional marketers. ” It pays to get your own people on side too:
  29. 29. www.earnest-agency.comwww.earnest-agency.com “ ” Heidi Taylor, Head of Government & Public Sector Marketing, PwC Try not to get so wrapped up in delivering your campaign that you forget to write the next chapter. Think about what comes next?
  30. 30. www.earnest-agency.com 5 things that marketing needs to do in future: 1.Use the power of social & mobile 2.Extend the value of physical experiences (e.g. events) by linking them to online experiences 3.Enhance personal interaction 4.Create experiences by bringing people together - & extend this to online 5.Manage the privacy and security of customer data Caroline Taylor, VP of marketing and CMO, IBM Europe
  31. 31. www.earnest-agency.com “ ” We’re not just mad men. We’re maths men as well. Uniting these two things is essential to change. Martin Sorrell via Alana Griffiths, Marketing Stategy Director, Mason Zimbler Bear in mind:
  32. 32. “ ” If you can’t measure it, don’t do it. There’s a beauty in numbers. Phil Clement, Global Chief Marketing & Communications Officer, Aon Service Corporation
  33. 33. www.earnest-agency.com
  34. 34. That was the B2B Summit 2014 crunched by: www.earnest-agency.com earnest-agency.com @earnestagency And a big thank you to: b2bmarketing.net Images courtesy of:

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