All the expert views and insights from the 2013 #b2bsummit hosted by B2B Marketing (b2bmarketing.net). Featuring all the best quotes, facts and statistics for business to business marketers on everything from changing buyer behaviour to content marketing and social media crunched by Earnest.

1. B2B SUMMIT 2013
CRUNCHED
Everything you need to know
from the people in the know.
♯b2bsummit

2. 400 B2B Marketing professionals,
34 expert speakers,
4 workstreams,
2 keynote presentations,
1 unmissable day in June
The B2B Summit
www.earnest-agency.com
18 June 2013
b2bmarketing.net/summit
♯b2bsummit

3. www.earnest-agency.com
We came, we saw, we crunched…
Image: © Kyle, Creative Commons

4. 42% of B2B Marketers are more
confident of delivering improved
results in the next 12 months
versus 33% of B2C Marketers.
James Smee
Purestone
The grass is
looking
greener on
this side of
the fence:
“
”
Image: © cdsessums, Creative Commons

5. The B2B buying
journey is starting
online.
But B2B marketers
need to adapt as the
way people buy is
changing…
More than 2 out of 3
buyer journeys start
with a Google search.
Jasper Bell
Amaze
Image: © Automatic hotlinks, Creative Commons
“
“
”
”

6. 60% of the sales cycle
is over before a buyer
talks to a sales person.
Kieran Flanagan
Hubspot
Image: © Sam Cartelli, Creative Commons
“
”

7. We are all receiving
information through
constant jumps
between personal and
professional networks
– blurring the lines on
where we are happy to
connect with brands.
James Smee
Purestone
Image: © Richard Rhee, Creative Commons
“
”
Welcome to the
consumerisation of B2B…

8. Where it’s all about
engaging B2B buyers
emotionally…
James Smee
Purestone
What they want
Make me look good
Teach me something
Entertain me
Impress me
Give me a moment
Give me an experience
Market with me not at me
Do not sell to me
Talk my language
Image: © AndyWoo, Creative Commons

9. In the way they want to
be engaged...
Mobile is a primary business
tool for 56% of B2B audiences,
rising to 73% for under 40s.
.
”
“
Google Thinkb2b
Image: © chrishamby,
Creative Commons
Jasper Bell
Amaze

10. Mobile is shifting everything –
keep pace with your changing
audience.
James Smee
Purestone
Image: © Giovanni Novara, Creative Commons
”
“

11. If you really understand the
customer – you win.
“
”
Paul Higgins
TalkTalk
Image: © Cliff Hellis, Creative Commons
All this matters because:

12. B2B buyers say
only 1 in 10 sales
conversations gave
them the value
they wanted.
Graham Wylie
Decision Point
Image: © Ian Britton, Creative Commons
However, take note:
“
”

13. When it comes to
inbound and
outbound
marketing – don’t
completely turn off
one tap, as you
won’t be able to
turn the other on
fast enough.
“
”Steve Kemish
Cyance
Image: © Funny Games, Creative Commons
So inbound and/or outbound?

14. Everyone is going
CONTENT
CRAZY
Image: © theisabelfish, Creative Commons

15. Great content is the best
sales tool in the world.
@saleslion
“
”
Kieran Flanagan
Hubspot
Image: © Dominika Komenda
Creative Commons

16. Like Coca Cola,
think liquid
content that can
work everywhere.
“
”
Jasper Bell
Amaze
Image: © Funny Games, Creative Commons

17. Scott McKee
Birddog
There are two types of story:
man goes on a journey or
a stranger comes to town.
And it’s true even in the world
of B2B.
Image: © Jorge Figueroa
Creative Commons
“
”

18. Amanda Phillips
Volume
If it’s all about
educating your
audience, why isn’t
eLearning part of
your content
marketing
strategy?
Image: © Tim Ellis
Creative Commons
“
”

19. Salespeople spend on average 40 hours a
month creating their own content for
presentations - and 90% of what marketing
give them is discarded.
Graham Wylie
Decision Point
Image: © Ben Cummin,
Creative Commons
“
”

20. 99% of people are content consumers. 1% of
us are content creators. How can you turn
100% of people in your business into
content creators?
“
” Scott McKee
Birddog
Image: © half alive,
Creative Commons

21. A great tool to help
you track interaction
with your content
Tynt:
A tool that allows
you to track who
has copied and
pasted your
content, and
where it has
been shared.
Steve Kemish
Cyance
Image: © Ben Cummin,
Creative Commons

22. Content should drive
campaigns instead of
campaigns driving content.
“
Time for a re-think?
”
Paul Higgins,
TalkTalk Business
Image: © adamthelibrarian,
Creative Commons

23. 3 sentence ideas are
being turned into 36
page eBooks.
Microsites full of the
obvious disguised as
the profound.
Video interviews that
might as well be
subtitled Yadda-
Yadda-Yadda.
“
Content creators beware
”Jasper Bell,
Amaze
Image: © James Tworow,
Creative Commons

24. Keep the bar high. Put out good
content. Forget frequency.
“
”
Maria Burpee,
Dell
Image: © Sponzone,
Creative Commons
Quality is everything:

25. We're in a content arms
race. Soon there'll be a
massive content standoff,
then a treaty to ban
production of new content.
“
”
Via @philhaslehurst
Image: © RMH40, Creative Commons

26. This social thing
isn’t going away
soon
Social networks
will eliminate
email.
”
“
Scott McKee
Birddog
Image: © macattck,
Creative Commons

27. Maria Burpee
Dell
The three key
tricks to social:
Listen. Engage.
Sustain.
“
”
Image: © Selvin Kurian, Creative Commons

28. The lifetime of a
message on
Twitter is 17
minutes.
“
”
Maria Burpee
Dell
Image: © Sven-Kare Evenseth, Creative Commons
But bear in mind…

29. A great tool to help with your social activity:
Findpeopleonplus.com:
The place to search for
and connect with the
who’s who on Google+
Ian Duncan
MediaCo
Image: © Alex Mestes, Creative Commons

30. Success is hard to
quantify and even
harder to track.
We’re still struggling to
measure real results…
”
“
Samuele Papi,
Reading Room
Image: © Ian MacPapi
ca, Creative Commons

31. But some measures are
better than others…
If you can’t change how
you behave, it’s a bad
metric.
”
“
Maria Burpee
Dell Image: © Mark Van Laere, Creative Commons

32. Target audience www.earnest-agency.com
Don’t forget creativity
as it’s the thing that
separates your process
and plans from
everyone else.
”
If you really want to
stand out…
“
Paul Higgins,
TalkTalk Business.
Image: © Niels Linneberg, Creative Commons

33. Kieran Flanagan
Hubspot
And brand matters more than ever
Be a brand that people
want to spend time with.
“
”
Image: © Moyan Brenn, Creative Commons

34. Telemarketing is
5x as effective if
your prospects
know your brand.
“
”
Sylvia Jensen
Eloqua
Image: © Thomas Levinson, Creative Common

35. The only way you can
truly run an integrated
campaign is if you have a
system to pin it all
together.
“
”
Paul Higgins
TalkTalk Business
Image: © Coen Versluis, Creative Commons

36. Just do some stuff.
Take the first steps.
The worst that can
happen is you will feel
a bit stupid. The best?
You begin to
revolutionise your
marketing.
“
”
Paul Higgins
TalkTalk Business
Image: © Jjack Keene, Creative Commons
If there’s only one
thing you take away…

37. That was the B2B Summit 2013 crunched by:
www.earnest-agency.com
earnest-agency.com
@earnestagency
earnestagency.wordpress.com
And a big thank you to:
b2bmarketing.net