The document outlines key B2B marketing trends for 2016, highlighting the importance of big data, content marketing, and marketing automation as significant drivers for commercial returns. It discusses the challenges of content saturation ('content shock'), the role of customer intelligence in marketing automation, and the benefits of optimizing the customer experience through conversion rate optimization (CRO) and targeted email campaigns. Additionally, it addresses the evolving landscape of social media marketing and search engine optimization strategies.

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B2B Marketing
Trends 2016
Dr. Dave Chaffey
SmartInsights.com

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About Dave
o Consultant and trainer in Digital since 1997
o Author of 5 bestselling digital marketing
books
o CEO and Editor of SmartInsights.com - a
digital marketing advice site with 130,00
members in over 80 countries
o DIY templates, planning guides courses
o Customised in-company Training
and Consultancy
o Annual Expert Pro Plan discount code:
DAVESAVE20

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Q. Which digital marketing activity
will most increase YOUR
commercial returns in 2016?
 1. “Big Data”
 2. Content Marketing
 3. Marketing Automation
(incl. email, lead scoring, personalisation)
 4. Mobile Marketing
 5. Conversion Rate Optimisation

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Download Managing Content
Marketing Europe 2016 report
http://hubs.ly/H02xJnl0

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What works for Smart Insights?

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TREND #1 CONTENT MARKETING
AND CONTENT SHOCK

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But remember ‘Content Shock -
‘Me-too’ content isn’t effective
BuzzSumo-Moz research

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Source: Scott Brinker, The 4th Wave of Content
Marketing

11. 11@DaveChaffeyhttp://www.smartinsights.com/howgood

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B2B
examples
Free 100+ page digital marketing tools guide
http://bit.ly/smartdigitaltools

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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

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30 Digital Tools categories #2
Download: http://bit.ly/smartdigitaltools

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TREND #2 MARKETING AUTOMATION
Free research report with Communigator:
State of B2B Marketing Automation

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Messaging
Customer intelligence
Mass
Communication
Demographic
data
Customer
history
Contact
data
Personalized
Communication
Segmented
Communication
Transactional
Communication
Customer
transaction
Intention/
behaviour
Data source
Integrated
Web analytics
Behavioral /
web sales
Mailing list/
database
CRM system
Enhanced
profiling
Customer
value
Potential benefit =
Tailored promotions
(sales)
Loyalty
Information
Relevant
offers
Behavioral
Communication
Potential benefit =
Up-sales/ promotions
Triggers
based on
behavior
Trigger on
transaction
Newsletters,
surveys & one-size-
fits-all promotions
Lifecycle
emails
Targeted email
campaigns/ offers
50%
here
Source:
Michael
Leander

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For future – more use of predictive analytics and AI

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Our experience at Smart Insights
with using dynamic content?
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%

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Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme
Nursery
programme
Spot the winners
Prevent Lapsing
programme
Lapsed programme
Behavioural
Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each
programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature
Email
Sent wk. 2 each month to all contacts
Offers and
Deals
Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Content insertion Automation example
Monthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference

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The RS Newsletter
Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Local Module
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.

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 The HiPPO is…
“The Highest Paid
Person’s opinion”
 Coined by Analytics
and CRO specialists
 None of us can second
guess our audience!
Trend #3 CRO and web experience

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Our experience CRO works!
Test example from
Convert.com

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B. WON. The challenger was declared the winner at 95% confidence resulting in a 107% lift in conversions over
the control.

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A. Won. The challenger was declared the winner at 90% confidence resulting in a 56.6%
lift in conversions over the control.

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TREND #4 SOCIAL MEDIA MARKETING

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Has LinkedIn destroyed
marketing opportunities in 2016?
 New, but axed: Remarketing
(Lead Accelerator through Bizo acquisition)
 New: Slideshare and Lynda acquisition
 LinkedIn Pulse blog platform gives some cut-through
 Prohibitive CPCs on Ads / Sponsored Updates
 Groups now spam ridden with auto-posting
 Featuring products/services on pages long gone

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Should we turn to
other platforms?

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TREND #5 SEARCH ENGINE OPTIMISATION

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What works for our SEO…
 1. Categorised
Keyword research –
gap analysis
 2. Google Search
Console integration
for reporting
 3. Content to help
our personas – 3X
day – linking to our
product
 4. Updated evergreen
organically shareable
content – be lucky!
 5. Internal linking
 6.Long-term
“Strategic
partnerships” – not
influencer outreach

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Success = People, Process, KPIs and Tools
Free Download:
State of B2B Marketing Automation

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey or Stand 114
Show discount on annual Expert membership
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