All the highlights from the B2B InTech 2015 event aimed at Technology Marketers - featuring facts, statistics and advice from leading B2B marketing practitioners and industry experts.

1. B2B InTech 2015
CRUNCHED
♯b2bintech

2. 180 B2B Marketing professionals,
19 expert speakers,
3 workstreams,
5 keynote presentations,
1 unmissable day in March
B2B InTech
www.earnest-agency.com
18 March 2015
♯b2bintech
B2bintech.com

3. www.earnest-agency.com
We came, we saw, we crunched…

4. Image courtesy of: Liane Metzler, Unsplash.com
MARKETING HAS
CHANGED MORE
IN THE LAST TWO
YEARS THAN IN
THE PAST FIFTY.
Simon Hall,
Country Head of
Marketing, Dell

5. 64% of B2B
customers are doing
research before
engaging a sales rep.
“
” Simon Hall,
Country Head of
Marketing, Dell
Image courtesy of: Breather, Unsplash.com

6. www.earnest-agency.comImage courtesy of: Death to Stock”
93% of B2B
customers do
digital research
– mostly via
search.
Search leads
have a 15%
close rate –
when outbound
have 2%.
Simon Hall,
Country Head of
Marketing, Dell
“

7. “The closer you
get to the C-
Suite, the more
research is
being done on
mobile.
James Foulkes,
Director, Kingpin
Image courtesy of: Jonathan Velasquez, Unsplash.com
67% use a
mobile device
when
researching.

8. www.earnest-agency.com
”
The average individual is
exposed to 30,000
messages per day.
John Watton,
Director, Digital
Marketing
EMEA, Adobe
“
Image courtesy of: Nic, Little Visuals
But it’s awfully
noisy out there.

9. =
It’s all about snackable, bite sized
content that people can consume
on the move.
”
“
Kimberley Brind,
Former global
social marketing
leader, Oracle
Image courtesy of: Israel Sundseth, Unsplash.com

10. “
”
Making an emotional connection
in B2B is so important. Digital has
changed the ability to do that.
Simon Hall,
Country Head of
Marketing, Dell
Image courtesy of: Levi Saunders, Unsplash.com

11. www.earnest-agency.com
“ Technology companies are far
too concerned with their own
technology. They need to get
over that and start focusing on
the customer.
Bev Burgess,
Senior Vice President,
ITSMA Europe
Image courtesy of: Superfamous
Be warned:

12. Image courtesy of: Superfamous
”
We need to shift
to building
relationships
rather than
telling and selling
all the time.
Catherine Howard,
Head of UK&I
Marketing, ATOS
“

13. ”
If one voice can
reach thousands
(via social),
imagine what an
entire workforce
can achieve.
“
Simon Hall,
Country Head of
Marketing, Dell
Image courtesy of: Patryk Sobczak, Unsplash.com

14. “
”
B2B marketing is being revolutionised.
You need to talk to so many new audiences
– and you need to humanise it.
Hector Taylor,
Director, Martrain
Image courtesy of: Jeff Sheldon, Unsplash.com

15. www.earnest-agency.comImage courtesy of: Death to Stock
”
Wearables like
the Apple
Watch will
change the way
I read my
emails. More
than ever, you’ll
need to engage
me and deliver
a personalised
experience.
John Watton,
Director, Digital
Marketing
EMEA, Adobe
B2B software &
services, Google
“

16. www.earnest-agency.comImage courtesy of: Death to Stock
“With the right
customer journey
and touchpoints,
you can see a five
fold increase in
good quality
opportunities.
Adrian Hardy,
Head of Volume
Marketing, BT
Global Services

17. If they can’t do it in less than
two clicks, customers will get
frustrated. Accessibility and
usability are key.
“
”Simon Hall,
Country Head of
Marketing, Dell
Image courtesy of: Oliver Berghold, Unsplash.com

18. www.earnest-agency.comImage courtesy of: Death to Stock
”
No one in sales
and marketing
should use the
word ‘prospect’.
Instead, think of
them as a ‘future
advocate’.
“
Kimberley Brind,
Former global social
marketing leader,
Oracle
Think about the
language you
use

19. “
”
Go and meet the
decision-makers
in your target
accounts. Gain
insight and learn
from them about
the art of the
possible.
Image courtesy of: Jeff Sheldon, Unsplash.com
Adrian Hardy,
Head of Volume
Marketing, BT Global
Services
“

20. ”John Watton,
Director, Digital
Marketing
EMEA, Adobe
You’ll learn more in a day
talking to customers than a
week of brainstorming, a month
of watching competitors or a
year of market research.
“
Image courtesy of: Calvin Chin, Unsplash.com

21. Image courtesy of: Kyle Szegedi, Unsplash.com
Marketing
Automation is a
game changer –
especially when
integrated with the
sales function.
That means you get
true results and
marketing gets
credibility by
demonstrating its
value.
“
”
Nicola Hamilton,
Director of Corporate
Communications, Misys
Opportunity
knocks

22. www.earnest-agency.comImage courtesy of: Death to Stock
”
Trying to automate your
marketing processes? If
you can’t do it on paper
first, you will fail.
Adrian Hardy,
Head of Volume
Marketing, BT Global
Services
“

23. ”
Big data is like
teenage sex:
everyone talks
about it, nobody
really knows how
to do it, everyone
thinks everyone
else is doing it, so
everyone claims
they are doing it.
Dan Ariely via:
Rosemary Brand,
Brand Advertising
Manager, IBM
Image courtesy of: David Marcu, Unsplash.com
“
Don’t panic

24. “With digitisation, everything
moves a lot faster. To keep up, it
makes sense to draw on external
skills and expertise.
”
Image courtesy of: Matthew Wiebe, Unsplash.com
Tim Pearce,
European Service
Offerings &
Marketing Lead,
Xerox

25. Image courtesy of: Ilya, Unsplash.com
”
If you can start
proving the
ROI, your circle
of influence will
grow.
“
Kimberley Brind,
Former global
social marketing
leader, Oracle

26. www.earnest-agency.com
“If you measure
outputs rather
than outcomes,
you can devalue
what marketing
does as a
profession.
Catherine Howard,
Head of UK&I
Marketing, ATOS
Image courtesy of: Nic, Little Visuals

27. 87% of companies say Account
Based Marketing delivers higher
ROI than other marketing
initiatives.
“
”
Bev Burgess,
Senior Vice President,
ITSMA Europe
Image courtesy of: Mika Ruusunen, Unsplash.com

28. www.earnest-agency.com
“
Bev Burgess,
Senior Vice
President,
ITSMA Europe
The accounts that you’re
going to build your
future on, are the ones
you should account-
based market to. Image courtesy of: Superfamous

29. Image courtesy of: Fre Sonneveld, Unsplash.com
”
A lot of account-
based marketing
is about helping
the (target)
company to
imagine the
future – and
seeing you as the
partner who can
take them there.
.
Bev Burgess,
Senior Vice President,
ITSMA Europe
“

30. www.earnest-agency.com
”” Catherine Howard, Head
of UK&I Marketing,
ATOS
Marketing is
about business
value. If we’re
doing anything
that doesn’t add
business value,
stop doing it.
Image courtesy of: Nic, Little Visuals
“
Never forget:

31. “ Kimberley Brind,
Former global
social marketing
leader, Oracle
Ask what you’d do if you weren’t
afraid. It will open your mind to so
many more ideas.
”Image courtesy of: Margot Pandone, Unsplash.com

32. www.earnest-agency.comImage courtesy of: Nic, Little Visuals
“
”
Not taking a risk is a risk. In a competitive
market, with noisy competitors we need to
be on our toes and try something different.
John Watton,
Director, Digital
Marketing EMEA,
Adobe

33. www.earnest-agency.comImage courtesy of: Death to Stock
“
”
Take 5-10% of
your budget -
and have a go at
something
different.
It may fail, but
it doesn’t
matter so long
as you learn.
John Moger,
Director, Global
Digital Demand,
Juniper Networks

34. www.earnest-agency.comImage courtesy of: Death to Stock
KEEP TESTING.
KEEP LEARNING.
KEEP CHANGING.
Kimberley Brind,
Former global social
marketing leader,
Oracle

35. That was B2B InTech 2015 crunched by:
www.earnest-agency.com
earnest-agency.com
@earnestagency
And a big thank you to:
b2bmarketing.net