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MARKETINGB2B
2015
14 Visions of the Future You Can Use Today
Online Marketing
TopRank
®
Strategic insight from marketing leaders is a currency of sorts. Smart marketers
gather it up and share it in order to elevate marketing. As experts look forward
together, industry trends become apparent.
Content marketers are no longer deluded by the notion that “more is better.”
Forward-thinking marketers are focused on creating higher-quality,
more-efficient content.
This visual eBook is an example of that focus. Here we offer insight from 14 B2B
marketing leaders at companies such as ExactTarget, Marketo, Xerox, LinkedIn
and more to inspire and guide you through the B2B marketing year ahead.
Want to see experts like these in action? Elevate your skills by attending the
MarketingProfs annual B2B Marketing Forum in Boston. Register while early
bird rates are still in effect.
Online Marketing
TopRank
®
Ann Handley
@AnnHandley
Joel Book
@JoelBook
Tom Webster
@Webby2001
Steve Garfield
@Steve Garfield
Kerry O’Shea Gorgone
@KerryGorgone
Jim Greenway
@wowjim
Jon Miller
@jonmiller
Jeannine Rossignol
@j9rossignol
Seth Lieberman
@sethwlieberman
Susan Emerick
@sfemerick
Jennifer Sable Lopez
@jennita
Jason Miller
@JasonMillerCA
Lee Odden
@leeodden
Brian Massey
@bmassey
Our B2B Marketing Visionaries
Online Marketing
TopRank
®
LET’S MAKE MARKETING MAGIC
OCTOBER 20 - 23 | BOSTON
Register Now!
Less is more.
Online Marketing
TopRank
®
TL;DR (Too Long; Didn’t Read)
will be replaced with GR;LI
(Great Read; Loved It).
Ann Handley
@annhandley
Chief Content Officer at MarketingProfs
Author of Everybody Writes
Step up
your customer
service game.
Online Marketing
TopRank
®
CMOs will be charged with
creating customer service
communications, essentially becoming
the Chief Journey Officer.
Joel Book
@joelbook
Director of eMarketing Education at Salesforce
ExactTarget Marketing Cloud
Gain deeper
customer insights.
Online Marketing
TopRank
®
B2B marketers should know
as much about their buyers as
B2C marketers know about theirs.
Tom Webster
@webby2001
VP of Strategy at Edison Research
Consult, don’t sell.
Online Marketing
TopRank
®
B2B buyers will expect salespeople to
be more like consultants that inform
and guide them to a purchase decision.
Steve Garfield
@stevegarfield
Investor, Writer , Humorist
at SteveGarfield.com
Think mobile
commerce.
Online Marketing
TopRank
®
Mobile commerce will overtake
traditional payment methods in the
consumer space. B2B is next.
Kerry O’Shea Gorgone
@KerryGorgone
Instructional Design Manager,
Enterprise Training at MarketingProfs
Be more social.
Online Marketing
TopRank
®
B2B marketing winners will be the ones
with the stronger social connections
to the market.
Jim Greenway
@wowjim
Manager, Online Marketing
at T.D. Williamson
Predict and
personalize.
Online Marketing
TopRank
®
Evolved marketing automation will use
predictive analytics to help companies
deliver personalized interactions
with buyers.
Jon Miller
@jonmiller
VP of Marketing and Co-founder
of Marketo
Think of your B2B
customers as B2C.
Online Marketing
TopRank
®
There will be no distinction
between B2B or B2C. Everything is
marketed to the individual.
Jeannine Rossignol
@j9rossignol
Vice President of Marketing
at Xerox Global Services
Get ready for a
promotion.
Online Marketing
TopRank
®
CMOs will take the lead for promotions
to CEO positions, thus elevating everyone
in marketing. As marketing becomes
the single biggest driver of business
growth, CMOs will ascend to run ‘the
whole shebang.’
Seth Lieberman
@sethwlieberman
Founder and CEO of SnapApp
Activate
to advocate.
Online Marketing
TopRank
®
Employee advocacy is picking up steam and will
become the next big social media mega trend.
Susan Emerick
@sfemerick
Founder and CEO of Brands Rising
Find stories in
your data.
Online Marketing
TopRank
®
Companies will quickly turn customer
data into real-time, relevant content
for their communities.
Jennifer Sable Lopez
@jennita
Director of Community at Moz
Get fresh
perspectives.
Online Marketing
TopRank
®
B2B companies will increasingly hire
B2C agencies for fresh perspectives, new ideas
and to learn how to better humanize
their messaging and campaigns.
Jason Miller
@JasonMillerCA
Senior Manager, Content Marketing
& Social Media at LinkedIn
Go forth and
co-create.
Online Marketing
TopRank
®
By co-creating content with their
community and influencers, B2B
marketers will increase quality and
effectiveness while elevating relationships.
Lee Odden
@leeodden
CEO at TopRank Online Marketing
B2Be human.
Online Marketing
TopRank
®
Marketers who realize that their B2B
buyers are actually ‘human’ and not
companies will create the most engaging,
effective content.
Brian Massey
@bmassey
The Conversion Scientist
ARE YOU READY?
LET’S MAKE MARKETING MAGIC!
OCTOBER 20 - 23 | BOSTON
NOW THROUGH MARCH 31 GET $800 OFF
WITH THE “EARLIEST BIRD” RATE!
Register Now!
BE THE BEST ANSWER
FOR YOUR CUSTOMERS
Buyers seeking solutions now discover and consume content anywhere, anytime.
TopRank®
Online Marketing delivers integrated content marketing solutions to
help your brand become “the best answer” wherever customers are looking.
Learn More About TopRank®
Digital Marketing Services
Visit TopRankMarketing.com
Online Marketing
TopRank
®
Smart, Creative, Focused on Results

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B2B Marketing in 2015 - 14 Visions of the Future You Can Use Today

  • 1. MARKETINGB2B 2015 14 Visions of the Future You Can Use Today Online Marketing TopRank ®
  • 2. Strategic insight from marketing leaders is a currency of sorts. Smart marketers gather it up and share it in order to elevate marketing. As experts look forward together, industry trends become apparent. Content marketers are no longer deluded by the notion that “more is better.” Forward-thinking marketers are focused on creating higher-quality, more-efficient content. This visual eBook is an example of that focus. Here we offer insight from 14 B2B marketing leaders at companies such as ExactTarget, Marketo, Xerox, LinkedIn and more to inspire and guide you through the B2B marketing year ahead. Want to see experts like these in action? Elevate your skills by attending the MarketingProfs annual B2B Marketing Forum in Boston. Register while early bird rates are still in effect. Online Marketing TopRank ®
  • 3. Ann Handley @AnnHandley Joel Book @JoelBook Tom Webster @Webby2001 Steve Garfield @Steve Garfield Kerry O’Shea Gorgone @KerryGorgone Jim Greenway @wowjim Jon Miller @jonmiller Jeannine Rossignol @j9rossignol Seth Lieberman @sethwlieberman Susan Emerick @sfemerick Jennifer Sable Lopez @jennita Jason Miller @JasonMillerCA Lee Odden @leeodden Brian Massey @bmassey Our B2B Marketing Visionaries Online Marketing TopRank ®
  • 4. LET’S MAKE MARKETING MAGIC OCTOBER 20 - 23 | BOSTON Register Now!
  • 5. Less is more. Online Marketing TopRank ®
  • 6. TL;DR (Too Long; Didn’t Read) will be replaced with GR;LI (Great Read; Loved It). Ann Handley @annhandley Chief Content Officer at MarketingProfs Author of Everybody Writes
  • 7. Step up your customer service game. Online Marketing TopRank ®
  • 8. CMOs will be charged with creating customer service communications, essentially becoming the Chief Journey Officer. Joel Book @joelbook Director of eMarketing Education at Salesforce ExactTarget Marketing Cloud
  • 10. B2B marketers should know as much about their buyers as B2C marketers know about theirs. Tom Webster @webby2001 VP of Strategy at Edison Research
  • 11. Consult, don’t sell. Online Marketing TopRank ®
  • 12. B2B buyers will expect salespeople to be more like consultants that inform and guide them to a purchase decision. Steve Garfield @stevegarfield Investor, Writer , Humorist at SteveGarfield.com
  • 14. Mobile commerce will overtake traditional payment methods in the consumer space. B2B is next. Kerry O’Shea Gorgone @KerryGorgone Instructional Design Manager, Enterprise Training at MarketingProfs
  • 15. Be more social. Online Marketing TopRank ®
  • 16. B2B marketing winners will be the ones with the stronger social connections to the market. Jim Greenway @wowjim Manager, Online Marketing at T.D. Williamson
  • 18. Evolved marketing automation will use predictive analytics to help companies deliver personalized interactions with buyers. Jon Miller @jonmiller VP of Marketing and Co-founder of Marketo
  • 19. Think of your B2B customers as B2C. Online Marketing TopRank ®
  • 20. There will be no distinction between B2B or B2C. Everything is marketed to the individual. Jeannine Rossignol @j9rossignol Vice President of Marketing at Xerox Global Services
  • 21. Get ready for a promotion. Online Marketing TopRank ®
  • 22. CMOs will take the lead for promotions to CEO positions, thus elevating everyone in marketing. As marketing becomes the single biggest driver of business growth, CMOs will ascend to run ‘the whole shebang.’ Seth Lieberman @sethwlieberman Founder and CEO of SnapApp
  • 24. Employee advocacy is picking up steam and will become the next big social media mega trend. Susan Emerick @sfemerick Founder and CEO of Brands Rising
  • 25. Find stories in your data. Online Marketing TopRank ®
  • 26. Companies will quickly turn customer data into real-time, relevant content for their communities. Jennifer Sable Lopez @jennita Director of Community at Moz
  • 28. B2B companies will increasingly hire B2C agencies for fresh perspectives, new ideas and to learn how to better humanize their messaging and campaigns. Jason Miller @JasonMillerCA Senior Manager, Content Marketing & Social Media at LinkedIn
  • 29. Go forth and co-create. Online Marketing TopRank ®
  • 30. By co-creating content with their community and influencers, B2B marketers will increase quality and effectiveness while elevating relationships. Lee Odden @leeodden CEO at TopRank Online Marketing
  • 32. Marketers who realize that their B2B buyers are actually ‘human’ and not companies will create the most engaging, effective content. Brian Massey @bmassey The Conversion Scientist
  • 33. ARE YOU READY? LET’S MAKE MARKETING MAGIC! OCTOBER 20 - 23 | BOSTON NOW THROUGH MARCH 31 GET $800 OFF WITH THE “EARLIEST BIRD” RATE! Register Now!
  • 34. BE THE BEST ANSWER FOR YOUR CUSTOMERS Buyers seeking solutions now discover and consume content anywhere, anytime. TopRank® Online Marketing delivers integrated content marketing solutions to help your brand become “the best answer” wherever customers are looking. Learn More About TopRank® Digital Marketing Services Visit TopRankMarketing.com Online Marketing TopRank ® Smart, Creative, Focused on Results