09 30 u joel harrison culture of content pres 2015 dr2
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The document discusses key factors defining B2B marketing in 2015, including buyers being in control, the enabling role of technology, the importance of data, and the increasing presence of Generation Y in the workplace. It also emphasizes the growing importance of content marketing, social media, brand emotion, tailored and engaging content, experimentation, storytelling, understanding customers, and passion in connecting with audiences. B2B marketers must adapt to remain relevant in these changing times.
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09 30 u joel harrison culture of content pres 2015 dr2
- 1. Fast forward: The road ahead for B2B marketers Joel Harrison Editor-in-chief, B2B Marketing
- 2. www.b2bmarketing.net About B2B Marketing From a magazine to much, much more
- 4. Marketers struggling to respond
- 5. Which factors are defining B2B marketing in 2015?
- 6. 1. The buyer is in control
- 7. CHANGING BUYING BEHAVIOURS © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
- 8. 2. Tech is enabling marketers, not enslaving them
- 10. 3. Everyone needs to be a data head
- 12. 4. Coming to a workplace near you: Generation Y
- 13. Changing generational characteristics Generation X • Sceptical • Pragmatic • Adaptable • Self reliant • Informal • Tech-literate • Diversity-minded • Focused on today Generation Y • Tech-savvy and connected • Optimistic • Confident • Very self-reliant • Entrepreneurial • Success-driven • Inclusive • Environmentally-minded Source: Generation Y: Powerhouse of the global economy, Deloitte
- 14. 5. It’s time to get emotional
- 16. Today: The social media era
- 17. “If you can’t make them feel it, don’t do it”
- 18. “There’s no room for emotion in B2B.”
- 19. STOP PRESS!!! B2B customers feel MORE brand connection than B2C
- 20. Two types of brand benefits 1. Business value • Functional benefits (e.g. efficiency) • Business outcomes These will drive consideration 2. Personal value • Professional benefits (e.g. promotion) • Social benefits (e.g. popularity) • Emotional benefits (e.g. confidence) Over twice as important in influencing purchase! To download the full report go to ceburl/GoogleB2B
- 22. Importance of content marketing Base: All respondents (98) Q: How important a role does content play in your marketing activity? 43% 44% 13% 1% 71% 0 29% Critical Important Of some importance Of limited or no importance 2014 2013 N.B. ‘Important’ removed as option in 2014
- 23. Amount of content created in last 12 months Q: Over the last 12 months, has the amount of content you and your team have created increased, decreased Stayed the same – 9% 3% Slightly decreased Don’t know – 2% 52% significantly increased 34% slightly increased
- 24. Effectiveness – compared to 2013 Base: All respondents (98) Q: How effective do you feel each of these is in engaging your target audience(s)? 24 2% 18% 9% 9% 23% 19% 17% 21% 31% 42% 30% 8% 10% 11% 23% 29% 34% 35% 37% 39% 46% 47% Podcasts Press releases Advertorials Webcasts Infographics Blog posts Extended opinion… Reports White papers Case studies Video 2014 2013
- 25. Who is involved in content marketing? Base: All respondents (98) Q: How involved would each of the following teams be in content marketing in your 11% 12% 18% 39% 50% 52% 8% 41% 57% 65% 26% 33% 37% 90% 48% 31% 16% 36% 17% 11% Marketing Experts within the company Senior management Sales Editorial External agency Junior Staff/intern Closely involved Involved to some degree Not involved at all
- 26. Are all departments encouraged to contribute? Base: All respondents (98) Q: To what extent would you say all departments in your organisation are encouraged to contribute to 24% 35% 40% 1% Strongly encouraged Encouraged Not encouraged but allowed Not allowed to contribute I don't know
- 27. Who ultimately ‘owns’ content marketing? Q: And who has ultimate responsibility for the success of your organisation’s content marketing? 72% 12% 6% 2% 1% 1% 5%
- 28. 28 Biggest challenges – (vs. 2013) Q: What would you say are your three biggest challenges in relation to content marketing? 0% 13% 17% 23% 19% 21% 24% 34% 23% 27% 29% 30% 25% 42% 46% 34% 1% 4% 8% 12% 12% 13% 17% 17% 18% 19% 19% 21% 29% 29% 34% 37% None of the above Other Difficulties in localising content Choosing the best format or channel Creating a content marketing… Lack of internal expertise Sufficient budget Getting colleagues to… Enabling sales activity Personalising content Creating an integrated approach Time management Selecting topics of interest Generating leads Measuring ROI Engaging target audience 2014 2013
- 29. 29 How to stand our from the crowd Base: All respondents (98) and all who do find it a challenge and answering question (72) Q: Do you find standing out from the crowd a challenge due to all the noise on the internet? 84% find standing out from the crowd a challenge Tailored content 13% More relevant/ commerciall y useful content 42%Visually attractiv e 10% Using the right platform for audience 19% Originali ty 13% SEO 4% Integrat ed campaign s 6% Engaging content 7% Work closely with customers 7% Content easy to consume 6% Have authority on subject 7% 3% Collaborate with other organisations 4% Different angle to competitor Other 7%
- 30. So, what does all this mean for you?
- 31. 1. Marketing is the future… sales is the past
- 32. Solution 1 2. Experimentation is key… …balanced with what you know works
- 33. 3. Once upon a time… Time to invest in storytelling
- 35. 5. Be passionate
- 36. ‘There’s never been a better time to be a B2B marketer’ Thanks for listening.
- 37. Joel Harrison Editor-in-chief B2B Marketing Tel: +44 207 014 4923 Email: Joel.harrison@b2bmarketing.net Twitter: Joel_b2beditor LinkedIn: www.linkedin.com/in/joelharrison Contact information