This document provides tips and advice for B2B marketers on social media and digital marketing. It discusses how social media has enabled people to be more social online but risks include pressure to be authentic and measuring ROI. It emphasizes focusing on quality over quantity of content, being bold and brave, and starting with data about the target audience. B2B marketing is about adding business value through building relationships, talking about ROI, and delivering customized account insights using tools like CRM, marketing automation, and account-based marketing.

1. #B2B InTech in bite-sized
nuggets

2. Is social new?
NO – Technology has just enabled us to be MORE social
LET’S START
WITH A
QUESTION…

3. SOCIAL SHOULD BE AS ORGANIC
AS BREATHING AIR
NEWSFLASH!

4. Risk
Pressure to be authentic, quick and immediate
ROI
CORPORATE EXECS
FEAR SOCIAL. WHY?

5. … it’s our job to turn that fear into bravery
AS
MARKETEERS….

6. It’s time for the C-Suite to embrace social
SEVEN OUT OF 10
FORTUNE 500
COMPANIES WON’T
TOUCH SOCIAL

7. …. And then there are rules to be broken. Use your common sense
THERE ARE
RULES….

8. …. And where our audience goes, marketing must follow
DIGITAL IS THE
BACKBONE OF
CUSTOMER LIVES

9. …. More in the past two years than in the past five!
MARKETING
HAS
CHANGED…

10. …. And one in four purchase products or service via MOBILE DEVICES
ONE IN THREE B2B
CUSTOMERS TURN
TO VIDEO…

11. …. If one voice can reach thousands, imagine what an entire workforce can achieve
GET YOUR
EMPLOYEES ON
BOARD SOCIAL…

12. CONTENT
QUALITY VS.
QUANTITY
Always, always quality

13. BE BOLD, BE
BRAVE, NOW
What would you do if you weren’t afraid?

14. NOT TAKING
A RISK…
… is a risk

15. THIS IS NO
SURPRISE…
… but for good measure:
Decision makers in tech have changed - From CIO to CXO spectrum

16. THE POWER
OF DATA
ANALYTICSIBM’s Wimbledon campaign in 2013 spent no more money than the
previous year, but doubled ROI!

17. IN OTHER
NEWS
Budget or the lack of it seems to be a general problem. (Who’s
surprised?)

18. MARKETING IS
(also, and mostly)
ABOUT…
…Adding business value. If it doesn’t add business value, don’t do it!

19. BUILD
RELATIONSHIPS…
…with your board and stakeholders
Talk ROI
Don’t be afraid to rebuild your marketing team

20. ON ROI, SOMEONE
FAMOUS ONCE
SAID…
“…If you can’t measure it, you can’t manage it”, Peter Drucker,
management consultant and author

21. KEEP IT OLD
SCHOOL
No amount of marketing automation will help if you can’t plan the process
on paper first
Aye. The mighty pen!

22. HAVING SAID
THAT…
Marketing automation has been a game changer!

23. ACTIONS
CHANGE
ATTITUDES…
... Faster than attitudes change actions

24. GET P2P (PEER
2 PEER) RIGHT
FIRST….
Send your CFO in if you’re trying to reach CFOs

25. VIDEO KILLED
THE WHITE
PAPER
According to Forbes, 65% executives visited the marketer’s website after
viewing a video

26. WHAT IS
ABM?
‘Dating on scale’? NOPE
‘Treating individual accounts as a market in their own right’? YEP

27. 85%
COMPANIES
Said ABM (Account Based Marketing) delivers higher ROI than other
marketing initiatives

28. DELIVER
ACCOUNT
INSIGHTS
And then customize your offerings

29. START WITH
THE DATA
It’s all about the audience

30. CERTAIN
THINGS ARE A
MUST…
…CRM, Web and Marketing Automation

31. THIS MIGHT BE
CONTROVERSIAL
…. Marketing is the future (with sales being the past)

32. IMPORTANT!
IMPORTANT!
IMPORTANT!
…. Humanise the content. Tell a simple story.

33. PERSONALISATION
& HUMANISATION
Will bring better business results

34. MARKETING
NEEDS TO BE
QUICK
BUT core goals must be based on long term strategies

35. B2B MARKETING
IS ABOUT MATHS
20 million emails have been sent in the time you read the above sentence

36. DON’T LET
ALGORITHMS
WIN…
…Creativity is key. As are emotions.

37. CONTROVERSY
IS GOOD
Pick a hot issue and have an opinion

38. TALK TO
CUSTOMERS
You’ll learn more in a day than you would if you brainstormed for a week

39. B2B MARKETING
CAN BE
HUMOROUS…
…Find your balance

40. DIGITAL=
DATA

41. Think mobile first
Humanize the brand
Pilot everything
Keep testing, keep learning, keep changing
Be Bold, Be Brave, NOW
TOP TIPS FOR
B2B
MARKETEERS…

42. FINAL
THOUGHT…
“To believe in something, and not to live it, is dishonest”, Mahatma Gandhi
So do what you believe in

44. MANY THANKS TO…
Joel Harrison, Editor-in-Chief, B2B Marketing
Kimberley Brind, Former Global Social Marketing Leader, Oracle
Simon Hall, Country Head of Marketing, Dell
Rosemary Brown, Brand Advertising Manager, IBM
Jonathan Gapper, Business Director, Ogilvy Group UK
Hector Taylor, Director, Martrain
Qabil Shah, Head of EUC Marketing, VMWare
Catherine Howard, Head of UK&I Marketing, Atos
Adrian Hardy, Head of Volume Marketing, BT Global Services
James Foulkes, Co-Founder & Director, Kingpin
Bev Burgess, Senior VP, ITSMA Europe
Luis Rolim, UKMEA Marketing Director, Unisys
Tim Pearce, European Service Offerings and Marketing Lead, Xerox,
Chloe Vaidya, EMEA Marketing Director, Good Technology
Nicola Hamilton, Director of Corporate Communications, Misys
John Watton, Director, Digital Marketing EMEA, Adobe

45. LITTLE
SHOP OF
MOREhttp://littleshopofmore.com/