§ World’s largest B-TO-B marketing conference
§ 1,000+ attendees
§ If you think the same strategies and tools you’re using this year will
help you succeed in 2016, think again.
§ We live in a period of dramatic change.Virtually every day,we are
testing new technologies,new tools, and new ways to engage our B-
§ It’s not enough to be a seasoned marketer.Today,you must be a
dynamic marketer,and one who fully embraces change.
§ The business environment has never been more complex or
§ Customers are expecting more every day.
§ To be successful,multiple stakeholders must be considered.And
ambiguity is here to stay.
§ Yes, you need strong strategic processes and plans. But you also need
to be prepared to pivot quickly in the face of new opportunities and
§ The word“transformation” was used more than 200 times over the
course of the conference.
§ The way we go to market is transforming. Businesses are
transforming. And we as marketers need to transform, by also
serving as business leaders and technologists.
§ Building B-to-B brands is a team sport and collaboration is key to
§ B-to-B marketing has never been more important to the health of an
§ True marketing touches all parts of the organization.
§ It sets the narrative for the company and defines the road map for
§ Great marketing drives innovation.
§ Great marketing drives growth.
• Tech Stacks
• Mkt & IT
WHAT ARE SOME KEY
TOPICS FOR B-TO-B?
THE NEW NORMAL: MOBILE
“Mobile is and will be king of how time is
spent… Mobile is oxygen for business
people.That is the new normal,[and it
changes] the game on how B-to-B buyers
are behaving, absorbing information, and
making decisions. So if the buyer is
changing, then we as marketers need to
change our game and how we build,grow,
and sell our brands to this new-changing
—Vice President of customer
solutions for the Americas at Google,
Inc., at BMA15
§27,000,000 pieces of content are shared each day. ~ AOL /
§60% of the buyer journey is complete before prospects
reach out to vendors.~ The Corporate Executive Board
§Emotional marketing messages are twice as effective as
promotional ones. ~ (CEB)
§93% of B2B Marketers use content marketing. ~ CMI /
§Only 44% of B2B Marketers have a documented content
strategy. ~ CMI / MarketingProfs
§Conversion rates for brands using content marketing is 6 to
7x higher.~ Aberdeen
§The 3 biggest complaints B2B buyers have about
vendor content are
§too many requirements for downloading;
§blatantly promotional, self-serving content;
§non-substantive, uninformed content. ~ Social Media
Infographics as a tactic saw the
biggest rise in usage (from 51
percent last year to 62 percent this
Illustrations/photos was a new
option this year.
§ Analytics software
§ Influences marketers’ perceptions, both about the consumer and existing strategies and
§ Marketing automation software
§ Affects processes across the board, from planning to production.
§ Social media technology
§ Affects the way marketers engage customers, including the type of content being
§ CRM software
§ Affects the brand/customer relationship.
§ The real challenge is changing how you think and behave in this hyper-connected,
always-on, customer-controlled digital world.
§ The nature of marketing has exploded from an ancillary communications function
to the Grand Central Station of customer experience.
§ The bar for delivering great customer experiences is rising rapidly.