This is the year that was in B2B Marketing crunched

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All the facts, stats, quotes and insight from 2013 for B2B marketers from Earnest.

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This is the year that was in B2B Marketing crunched

  1. 1. THIS IS THE YEAR THAT WAS: B2B MARKETING 2013 CRUNCHED All the facts, the stats, the quotes and more ♯yearinb2b
  2. 2. 2013 was that year that… …B2B buyers gained the upper hand once and for all. Image: © JD Hancock, Creative Commons
  3. 3. More than 2 out of 3 buyer journeys started with a Google search. Jason Bell Amaze Image: © Kris Krug, Creative Commons
  4. 4. 1 in 5 B2B buyers reported using social channels during the buying process. Buyersphere 2013 Image: ©Thomas Lewthard , Creative Commons
  5. 5. 60% of the sales cycle was over before a buyer talked to a sales person. Kieran Flanagan Hubspot Image: © Automatic hotlinks, Creative Commons
  6. 6. Businesses started to realise the value of joining the conversation – online… Image: © Peasap , Creative Commons
  7. 7. Average number of social channels used: B2B businesses - 5 Vs B2C businesses - 4 Content Marketing Institute Image: © Flickr, Creative Commons
  8. 8. 72% of research participants said that they were more likely to buy from brands they follow or engage with on Twitter. Twitter Image: © Alex Grave, Creative Commons
  9. 9. 57% of B2B companies said they now generate sales via LinkedIn. Spotlight communications Image: © Flickr, Creative Commons
  10. 10. 41% of B2B marketers used Google+ to distribute content. Content Marketing Institute Image: © Flickr, Creative Commons
  11. 11. But some B2Bers struggled to keep up… Image: ©Kevin Dooley , Creative Commons
  12. 12. For 61% of B2B marketers, social media accounted for less than 10% of their marketing activity. 46% of companies categorised their social media stance as “cautious, still considering”. Social Media Examiner
  13. 13. Five of the best... Presentations of 2013 The art of compromise http://goo.gl/60aO32 Explaining digital to your colleagues http://goo.gl/rbJMqU Content creation from history http://goo.gl/g7YGIw B2B Summit crunched http://goo.gl/4ttkUZ B2B Content Marketing 2014 http://goo.gl/uAT5iL Image: © 96DPI, Creative Commons
  14. 14. 2013 was that year that… …content won B2B marketing buzzword of the year Image: © Smkybear , Creative Commons
  15. 15. 71% of B2B marketers used content marketing for lead generation. Heidi Cohen Actionable Marketing Guide Image: © Tim Ellis, Creative Commons
  16. 16. 99% of people are content consumers. Just 1% of us are content creators. But the big question remains „How can you turn 100% of people in your business into content creators? ” “ Scot McKee, Birddog Image: © Flickr, Creative Commons
  17. 17. We're in a content arms race. Soon there'll be a massive content standoff, then a treaty to ban production of new content. “ @philhaslehurst Image: © RMH40, Creative Commons ”
  18. 18. Most important characteristics of valuable content: Breadth & depth of information (47%) Ease of access, understanding and readability (44%) Originality of thinking and ideas (39%) B2B Content Marketing report Image: © Wade M, Creative Commons
  19. 19. 88% of B2B marketers cited case studies as the most effective content marketing tool. Fortunately, buyers agree. Content Marketing Institute Image: © Vasilennka, Creative Commons
  20. 20. Five of the best... Books of 2013 Decoded: The Science Behind Why We Buy - Phil Barden Former marketing chief at T-Mobile applies the latest thinking in behavioural psychology to the heady world of marketing. Predatory Thinking: A Masterclass in Out-thinking the Competition - Dave Trott Seasoned ad man tells us how it is in his own inimitable style articulate, witty and thought-provoking. To Save Everything, Click Here: Technology, Solutionism, and the Urge to Fix Problems that Don’t Exist - Evgeny Morozov Think the digital age is all that it‟s cut out to be, think again. Changing the World is the Only Fit Work for a Grown Man – Steve Harrison Biography of an oft overlooked ad genius, Howard Luck Gossage - and the inventor of social media (not strictly 2013, but still as relevant as ever). Deep Sea and Foreign Going: Inside Shipping, The Invisible Industry That Brings You 90% Of Everything - Rose George If you want to know how the world really works, read this. International Shipping made interesting.. Image: © Flickr, Creative Commons
  21. 21. Want to know B2B buyers biggest frustration when it came to content? Too much information, and information that is too vague sat at the top of the list. Business2Community.com Image: © Pixel Addict, Creative Commons
  22. 22. Only 9% of B2B buyers considered vendor content as trustworthy. And just 4.8% of B2B buyers were willing to provide detailed info in return for white papers. Yikes. The CMO council Brightinbound.com Image: © Andy Woo, Creative Commons
  23. 23. Five of the best… Campaign videos in 2013 Click baby click: Adobe http://goo.gl/IZlQhD The epic split: Volvo http://goo.gl/2WrpvW If: Misys http://goo.gl/00qafD Box: Box and Dolly http://goo.gl/BsLkaq Inbound Style: Hubspot http://goo.gl/hqsry5 Image: © Dav.es, Creative Commons
  24. 24. 2013 was that year that… …inbound strategies finally started to take shape Image: © Flickr, Creative Commons
  25. 25. “ Remember marketing is not outbound only, it‟s inbound as well. Jonanthan Bechar CMO, SAP Image: © Evo Photo, Creative Commons ”
  26. 26. Inbound marketing on average delivered 54% more leads than traditional outbound marketing. Companies that excelled at lead nurturing: • Generated 50% more sales ready leads • At 33% lower cost • With nurtured leads making 47% larger purchases than non-nurtured leads. Hubspot Image: © Andy Woo, Creative Commons
  27. 27. Inbound cost 61% less than outbound activity. $135/lead for outbound vs. $346/lead for inbound Hubspot Image: © Leshaine123, Creative Commons
  28. 28. Five of the best… Campaign inspiration for discerning marketers Interactive rolling stones video http://goo.gl/e0je3m A Christmas surprise at the airport http://goo.gl/2Kqum4 Troy public library http://goo.gl/2ft7lT The adaptive store front http://goo.gl/ezxf6T IBM smarter cities http://goo.gl/xgEiZr
  29. 29. Reports of the death of outbound were greatly exaggerated Image: © Giles Clarke, Creative Commons
  30. 30. In 2013 companies spent up to 20% of marketing budgets on email. In 2014 this is expected to grow to up to 30%. CMO Council Image: © Brun Gin, Creative Commons
  31. 31. Three quarters of B2B Marketers said telemarketing delivers higher quality leads than email. Marketingcharts.com Image: © Flickr, Creative Commons
  32. 32. 40% of B2B marketers rated the leads generated by email marketing as high quality. Hubspot Image: © Beverley Goodwin, Creative Commons
  33. 33. Don‟t completely turn off one tap, as you won‟t be able to turn the other on fast enough. ” “ Steve Kemish, Cyance Image: © Flickr, Creative Commons
  34. 34. 74% of marketers said that personalisation increased customer engagement. Curiously, the same study highlighted that only 19% of marketers are actually using personalisation. E-consultancy Image: © Frank Hebbert, Creative Commons
  35. 35. Top 5 challenges for B2B marketing campaign managers in 2013 Challenge #1: Knowing who you‟re talking to Challenge #2: Reaching them at their convenience Challenge #3: Finding their voice, not your voice Challenge #4: Creating a consistent message and experience Challenge #5: Continually making it better Image: © Briyyz, Creative Commons
  36. 36. 2013 was that year that… …marketing automation became much more than idle machinery Image: © Crystal, Creative Commons
  37. 37. 37% of B2B marketers used marketing automation for lead generation. 36% of B2B marketers used marketing automation for lead nurturing. B2B Content Marketing Report Spiceworks Image: © Flickr, Creative Commons
  38. 38. Companies that excelled at lead nurturing generated 50% more sales ready leads at 33% lower cost. Marketo Image: © Flickr, Creative Commons
  39. 39. Pick of the best… TED talks for marketing practitioners Shared experience of absurdity - Charlie Todd http://goo.gl/8QfKj7 Connected, but alone - Sherry Turkle http://goo.gl/0K7LvO Why work doesn‟t happen at work - Jason Fried http://goo.gl/68JSV0 Sweat the small stuff - Rory Sutherland http://goo.gl/iZkswO TED.com Image: © CP Grey, Creative Commons
  40. 40. Data still remained an issue – big or small Image: © JD Hancock, Creativ
  41. 41. B2B marketers are still struggling with basic marketing data, let alone even contemplating the minefield of challenges and obstacles inherent in big data. ” “ Joel Harrison B2B Marketing Magazine Image: © Helico, Creative Commons
  42. 42. CMO perspectives: The % of marketing budget devoted to big data will increase from 6 to 10% over the next 3 years. But is that enough? Forbes.com Image: © Jessica Rabbit, Creative Commons
  43. 43. Up to 30% of your database decays on an annual basis. Even on LinkedIn, up to 10% of profiles are inaccurate or out of date. B2B Marketing Magazine Image: © Steve Wilde, Creative Commons
  44. 44. One company saw a 20% uplift in leads without increasing the marketing budget but by leveraging behavioural and transactional data. HBR.org Image: © Amira_A, Creative Commons
  45. 45. 2013 was that year that… …getting the basics right still mattered, a lot Image: © Flickr, Creative Commons
  46. 46. As marketers we have this interesting challenge in that we‟re getting more and more data. But we‟ve got to balance insight and analytics with creative… a great idea is what is going to get you results. “ Jonathan Bewshar CMO, Salesforce Image: © Micky, Creative Commons ”
  47. 47. It is still all about pushing the creative boundaries. ” 8 ways to kill a creative idea Truly deeply/Madly Image: © Flickr, Creative Commons “ By embracing creative ideas and letting them shine, your brand has the potential to cut-through and connect with your market as your competitors take a more conservative route to market.
  48. 48. And building stronger relationships between clients, agencies and vendors… Only 17% of clients work with a single agency, and almost half like to retain a roster of active agency relationships – 43 per cent work with three or more agencies. B2bmarketing.net Image: © JD Hancock, Creative Commons
  49. 49. One happy B2B family Business Marketing Collective launched in Dec 2014 A new association open to all client-side marketers, agencies and suppliers in the B2B marketing industry. businessmarketingcollective.com Image: © Nick Harris 1, Creative Commons
  50. 50. “ All briefs should be both inspirational and directional. Inspire and direct. Inspiration is far more about the ambition of the task than it is about flowery language. Adliterate.com Image: © Geezer Weezer, Creative Commons ”
  51. 51. Measuring and keeping track of activity is more important than ever… Two-thirds of all top marketers reported feeling pressure from their CEO or Board to prove the value of marketing Forbes.com Image: © 2891, Creative Commons
  52. 52. 36% of top marketers reported being able to prove the value of marketing quantitatively in the short-run. And only 31% in the long run despite 83% of them using analytical tools to optimise engagement Uberflip Image: © Flickr, Creative Commons
  53. 53. Some quick Earnest top tips on measurement 1. Don‟t stop questioning - interrogate those figures, turn the stats upside down! 2. Look at the conditions outside the stats, that might be influencing them. Always think about the context! 3. Don‟t rely too heavily on the stats you do have. Consider the stats you don‟t have, and what isn‟t being said. It might be time for you to convert to the big data school of thought…
  54. 54. So what for the year ahead? Image: © Bruce Berrian, Creative Commons
  55. 55. The year that B2B marketers start innovating? Image: © Kevin Dooles, Creative Co
  56. 56. In 2013 only 11% of marketing departments had budget set aside for innovation. More worryingly only 9% have an on-going budget dedicated to experimentation and development. Forrester Research Image: © Psiaki Creative Commons
  57. 57. The big things to keep an eye out for in 2014 • Responsive design – moves beyond a nice to have • Parallax scrolling – makes online experiences all the more engaging • Gamification – starts to get taken seriously in B2B • Wearable Tech – moves from prototype to reality • Twitter Ads – make right person, right time targeting even easier for businesses • 3D printing – brings a new level of personalisation and impact to traditional direct mail Image: © Ben Cummin, Creative Commons
  58. 58. Will this be the year that marketing departments take some risks, and push the boundaries? Image: © Cindy, Creative Commons
  59. 59. 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. Image: ©Flickr, Creative Commons “ ” Paul Higgins Talk Talk Business
  60. 60. One thing is for sure, B2B marketing is changing. In 2014, you have a choice: Do the same old, same old – or embrace the new, try something different and really prove your value. We say rocking the boat wins every time.
  61. 61. This was the year that was in 2013 crunched by: earnest-agency.com @earnestagency Share your highlights, views and stats #yearinb2b A big thank you to all our sources www.earnest-agency.com

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