This is my presentation to the DFW American Marketing Association on August 20, 2014. The content covers B2B marketing and new approaches you can apply.

1. Effecting Change
Thinking outside the box in FY15
August 20, 2014

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Campaign innovation: We must change or become extinct

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Case Study Think differently
Something new Encourage You

4. Case Study: Excitement

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Excitement

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Excitement (cont.)

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And people liked us—a lot!

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Excitement (cont.)

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Why do B2B marketers use digital techniques?
Increased
web traffic
11%
Generate
leads
41%
Drive sales/
revenues
27%
Improve
ROI
3%
Lower
cost-per-lead
1%
Improve brand
or product
awareness
17%
#1 objective
Compared to 2012, 30% more B2B marketers have identified revenue
generation as their top objective, while 20% less still think it is lead generation

11. Think differently

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Five trends impacting 2015 marketing and beyond
Yesterday Innovation Pioneers
Isolated channels
One size fits all
Campaigns
Demographic targeting
Intuitive marketing
Coordinated experiences
Every channel personalized
Continuous conversations
The age of context
Better decisions with data

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Using data to create customer experiences that differentiate and provide
long-term value.
Coordinated experiences
The
business
model
Brand
Buyer
needs
Customer experience is the
new competitive playing field.

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Coordinated experiences (cont.)
Digital behavior
Social experiences
Research
Analyst/Third party
Email
Mobile
Social
D.com
Thoughtware
Events
The
Buyer

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Thinking you know what customers want is incredibly risky.
Knowing what they want leads to customer experiences that matter.
• Strategy
• Customer Understanding
• Design
• Governance
• Measurement
• Culture
The B2B CX Framework
Sometimes
it’s innovative
to just listen
to our buyers.

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Personalization is about
understanding buyer needs.
• Right message, at the right time,
and in the right places
• Customized content by location,
industry, job title
• Intimacy of conversation
Personalized channels

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If getting started with real-time personalization seems complicated, relax.
You’ll start by simply defining your three W’s:
Who, What, and Where.
Personalization
• Deloitte.com new platform
• Interim package pages
• Social platforms
• Emails
• Firmographics
• Titles
• Customer journey status
• Location
• Case studies
• Thought leadership
• Blogs
• Events
• Videos
Who’s our target? What do we
personalize?
Where do we
personalize?

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Responsive and ongoing conversations

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Responsive and ongoing conversations (cont.)

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Data is everywhere.
Understanding the data
Measures the
likelihood of a
brand being
mentioned in social
media.
The likelihood
that individuals
talking about a
company will do
so repeatedly.
A relatively large
number of originators,
indicating a lively
debate.
The ratio of positive to
negative mentions.

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The only thing we should
care about is where our
eyes and ears are of our
buyers.
The age of context

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Four things that are going to change everything we think we know about
how we tell our stories to our audience.
The age of context (cont.)
Wearable
Computing Sensors Big Data

23. Something new

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Download Blippar

25. The marketing organization is
the catalyst to break down
barriers and propel an
organization through to
meaningful results.

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