SlideShare a Scribd company logo
1
2 0 1 9 B 2 B
M A R K E T I N G T R E N D S
2
Start With Who
1
Most Marketing Today Is
Not Customer-Centric
of buyers say
advertising is relevant
to them3%
3Source: Infolinks study on “banner blindness”
Actual Customer-Centric Marketing Is
Radically Individualistic
4Source: Netflix Blog On “Artwork Personalization”
That Means Every Little Detail Is
Driven By Insights
5
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization”
Artificial Intelligence
Engagement
Machine Learning
Malware
Phishing
Security Hacker
Risk Management
0 1400400 1000
The First Step Towards Netflix
Starts With Insights-Driven Personas
TRENDING CONTENTWEBSITE DEMOGRAPHICS
6
7
First To Mind
2
Being First To Market Doesn’t Matter
8Source: 22 Immutable Laws of Marketing
Altair 8800 Apple
Relationship Between Market Share and Awareness
MarketShare
Awareness
0% 10% 20% 30% 40% 50%
40%
20%
0%
60%
9Source: American Marketing Association Study,
“How Brand Awareness Aids Profitability”
What Matters Is Being First To Mind
If You Can’t Be First To Mind,
Invent A New Category
10
Lindbergh Earheart
Source: 22 Immutable Laws of Marketing
Emerging
Awareness
Strong
Awareness
Weak
Awareness
No
Awareness
11
Use Our “First To Mind” Matrix
To Find Opportunities
Engagement
Reach
High
100%
High
100%
Low
0%
Low
0%
Hybrid
ConnectivityFuel Cell
Future of
Mobility
Shared
Mobility Self
Driving
Car
Automotive
12
The Originality
Delusion
3
Marketers Are Obsessed With Newness
CREATIVE
BRIEF
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
13
But New Isn’t What Sells
2009
14Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign”
Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure”
new ad campaigns
outperform old campaigns
1 5
only
in
What Sells Is Relevance + Familiarity
63%
34%
RELEVANCE
ORIGINALITY
What Do CXOs Want From
Thought Leadership?
15
2x
Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation”
Don’t Sell “Original,” Sell “MAYA”
16Source: Raymond Loewy, “MAYA Principle”
MOST ADVANCED, YET ACCEPTABLE
Invest In Tactics That Replicate
Across Industries, Markets, And Years
Invest In Tactics That Replicate
Across Industries, Markets, And Years
19
Media
Value Investing
4
20Source: LinkedIn Campaign Manger
Individual Contributors (ICs)
Are An Undervalued Audience
Of Impressions Reach
Individual Contributors
24%
This Ignored Audience
Influences Buying Decisions Today
21Source: LinkedIn / Tech Target research
55%
Of Current Tech Buyers Are ICs
22
Tech IC
Source: LinkedIn Career data
And ICs Will Be Making The
Buying Decision Tomorrow
Tech Manager
Deal Begins Deal Ends
3yrs
3yrs
23
So Broaden Your Investing Horizon
And Target Beyond The C-Suite
24
You Are Where
You Advertise
5
Which Ad Looks
More Expensive?
And Yet, Most Media Buyers Want
The Cheapest Inventory Possible
However, studies show that Premium
Inventory is more Cost Effective
Source: Newsworks & GroupM UK 2018
So Are Your Ads Reassuringly Expensive,
Or Worryingly Cheap?
29
LinkedIn is the most Trusted Social Platform
30
The War On Brand
6
Brand Marketers Are
Losing The Budget Battle
31Source: IPA Study, Marketing Effectiveness In The Digital Era
2007
53%
2016
28%
32
Direct Response Wins In The Short-Run,
But Brand Wins In The Long-Run
Source: IPA Study, Marketing Effectiveness In The Digital Era
70%
60%
40%
10%
30%
0%
50%
20%
0 — 6 7 — 18 19 — 30 > 30
Campaign Duration in Months
% Reporting Very
Large Effects
The Conflict Between Long and Short-Term Metrics
Activation Effects
Market Share Effects
Acquisition Only
0.2%
33Source: LinkedIn Internal research 2018
Brand Only
1.5%
1.0%
0.5%
0.0%
Brand & Acquisition
0.3%
1.2%
Conversion Rate
Synchronize Brand And Demand
To Drive Exceptional Performance
7
THE CLICK-THROUGH
CONSPIRACY
34
Cost per Acquisition 20%
Cost per Click 19%
CPCV (cost per completed view) 19%
Clickthrough rate (CTR) 18%
Cost per Engagement (CPE) 14%
Viewability 6%
None 4%
Most Commonly Used Metrics
Source: Xaxis, 2018 Outcomes: Driven Media Survey, Senior Marketers
The Entire Digital Marketing Industry
Still Runs On Clicks
Source: Nielsen BrandEffect meta – analysis of 478 online global campaigns that ran between Oct 2014 – April 2015
Ad Recall Brand Awareness Purchase Intent
Smart Marketers Have Long Argued That
Clicks Don’t Correlate With Success
We Have A More Extreme Opinion –
Optimizing For Clicks Will Kill Your Brand
Bad
Creative
Bad
Audiences
Bad
Frequency
CLICK
5 Tips To Being A Better Manager
Bad Creative:
Clickbait Is Bad For Your Brand
1
Bad Audiences:
Robots Are Bad For Your Brand
Awareness Intent
FREQUENCY
1 2 3 4 5 6 7 8 9 10+
5.2
7.0
11.3
9.0
12.6 11.6 11.9
14.9
12.0
17.6
6.2
11.6
12.8
13.3 14.2
15.9 15.4
20.8
16.2
32.5
BRANDRECALL
CTR Decrease CPC Increase
FREQUENCY
180%
135%
90%
45%
0%
-45%
-90%
1 2 3 4 5 6 7 8 9
CTR 40
Source: Nielsen
Bad Frequency:
Low Frequency Is Bad For Your Brand
41
Instead, Let’s Track Impressions + SOV
42
Great.
How Can I Act
On These Trends?
1 Build dynamic personas using 1st party data.
2 Be first to mind among potential buyers.
3 Develop familiar franchises to breakthrough.
4 Reach undervalued audience segments.
5 Reach those audiences in premium contexts.
6 Combine Brand and Lead Gen campaigns to achieve
optimal results
7 Focus on real Business KPI’s that drive your business
Danke!
Shankho Mukherjee
Agency Lead DACH
sm@linkedin.com

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Fünf B2B Marketing Trends aus der Sicht von LinkedIn #AFBMC

  • 1. 1 2 0 1 9 B 2 B M A R K E T I N G T R E N D S
  • 3. Most Marketing Today Is Not Customer-Centric of buyers say advertising is relevant to them3% 3Source: Infolinks study on “banner blindness”
  • 4. Actual Customer-Centric Marketing Is Radically Individualistic 4Source: Netflix Blog On “Artwork Personalization”
  • 5. That Means Every Little Detail Is Driven By Insights 5 ROMANTIC COMEDIC Source: Netflix Blog On “Artwork Personalization”
  • 6. Artificial Intelligence Engagement Machine Learning Malware Phishing Security Hacker Risk Management 0 1400400 1000 The First Step Towards Netflix Starts With Insights-Driven Personas TRENDING CONTENTWEBSITE DEMOGRAPHICS 6
  • 8. Being First To Market Doesn’t Matter 8Source: 22 Immutable Laws of Marketing Altair 8800 Apple
  • 9. Relationship Between Market Share and Awareness MarketShare Awareness 0% 10% 20% 30% 40% 50% 40% 20% 0% 60% 9Source: American Marketing Association Study, “How Brand Awareness Aids Profitability” What Matters Is Being First To Mind
  • 10. If You Can’t Be First To Mind, Invent A New Category 10 Lindbergh Earheart Source: 22 Immutable Laws of Marketing
  • 11. Emerging Awareness Strong Awareness Weak Awareness No Awareness 11 Use Our “First To Mind” Matrix To Find Opportunities Engagement Reach High 100% High 100% Low 0% Low 0% Hybrid ConnectivityFuel Cell Future of Mobility Shared Mobility Self Driving Car Automotive
  • 13. Marketers Are Obsessed With Newness CREATIVE BRIEF NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE 13
  • 14. But New Isn’t What Sells 2009 14Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign” Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure” new ad campaigns outperform old campaigns 1 5 only in
  • 15. What Sells Is Relevance + Familiarity 63% 34% RELEVANCE ORIGINALITY What Do CXOs Want From Thought Leadership? 15 2x Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation”
  • 16. Don’t Sell “Original,” Sell “MAYA” 16Source: Raymond Loewy, “MAYA Principle” MOST ADVANCED, YET ACCEPTABLE
  • 17. Invest In Tactics That Replicate Across Industries, Markets, And Years
  • 18. Invest In Tactics That Replicate Across Industries, Markets, And Years
  • 20. 20Source: LinkedIn Campaign Manger Individual Contributors (ICs) Are An Undervalued Audience Of Impressions Reach Individual Contributors 24%
  • 21. This Ignored Audience Influences Buying Decisions Today 21Source: LinkedIn / Tech Target research 55% Of Current Tech Buyers Are ICs
  • 22. 22 Tech IC Source: LinkedIn Career data And ICs Will Be Making The Buying Decision Tomorrow Tech Manager Deal Begins Deal Ends 3yrs 3yrs
  • 23. 23 So Broaden Your Investing Horizon And Target Beyond The C-Suite
  • 24. 24 You Are Where You Advertise 5
  • 25. Which Ad Looks More Expensive?
  • 26. And Yet, Most Media Buyers Want The Cheapest Inventory Possible
  • 27. However, studies show that Premium Inventory is more Cost Effective Source: Newsworks & GroupM UK 2018
  • 28. So Are Your Ads Reassuringly Expensive, Or Worryingly Cheap?
  • 29. 29 LinkedIn is the most Trusted Social Platform
  • 30. 30 The War On Brand 6
  • 31. Brand Marketers Are Losing The Budget Battle 31Source: IPA Study, Marketing Effectiveness In The Digital Era 2007 53% 2016 28%
  • 32. 32 Direct Response Wins In The Short-Run, But Brand Wins In The Long-Run Source: IPA Study, Marketing Effectiveness In The Digital Era 70% 60% 40% 10% 30% 0% 50% 20% 0 — 6 7 — 18 19 — 30 > 30 Campaign Duration in Months % Reporting Very Large Effects The Conflict Between Long and Short-Term Metrics Activation Effects Market Share Effects
  • 33. Acquisition Only 0.2% 33Source: LinkedIn Internal research 2018 Brand Only 1.5% 1.0% 0.5% 0.0% Brand & Acquisition 0.3% 1.2% Conversion Rate Synchronize Brand And Demand To Drive Exceptional Performance
  • 35. Cost per Acquisition 20% Cost per Click 19% CPCV (cost per completed view) 19% Clickthrough rate (CTR) 18% Cost per Engagement (CPE) 14% Viewability 6% None 4% Most Commonly Used Metrics Source: Xaxis, 2018 Outcomes: Driven Media Survey, Senior Marketers The Entire Digital Marketing Industry Still Runs On Clicks
  • 36. Source: Nielsen BrandEffect meta – analysis of 478 online global campaigns that ran between Oct 2014 – April 2015 Ad Recall Brand Awareness Purchase Intent Smart Marketers Have Long Argued That Clicks Don’t Correlate With Success
  • 37. We Have A More Extreme Opinion – Optimizing For Clicks Will Kill Your Brand Bad Creative Bad Audiences Bad Frequency
  • 38. CLICK 5 Tips To Being A Better Manager Bad Creative: Clickbait Is Bad For Your Brand
  • 39. 1 Bad Audiences: Robots Are Bad For Your Brand
  • 40. Awareness Intent FREQUENCY 1 2 3 4 5 6 7 8 9 10+ 5.2 7.0 11.3 9.0 12.6 11.6 11.9 14.9 12.0 17.6 6.2 11.6 12.8 13.3 14.2 15.9 15.4 20.8 16.2 32.5 BRANDRECALL CTR Decrease CPC Increase FREQUENCY 180% 135% 90% 45% 0% -45% -90% 1 2 3 4 5 6 7 8 9 CTR 40 Source: Nielsen Bad Frequency: Low Frequency Is Bad For Your Brand
  • 41. 41 Instead, Let’s Track Impressions + SOV
  • 42. 42 Great. How Can I Act On These Trends?
  • 43. 1 Build dynamic personas using 1st party data. 2 Be first to mind among potential buyers. 3 Develop familiar franchises to breakthrough. 4 Reach undervalued audience segments.
  • 44. 5 Reach those audiences in premium contexts. 6 Combine Brand and Lead Gen campaigns to achieve optimal results 7 Focus on real Business KPI’s that drive your business
  • 45. Danke! Shankho Mukherjee Agency Lead DACH sm@linkedin.com