Jon Lombardo

1. Think Like Disney and
6 More Marketing Trends
For 2017
P R E S E N T A T I O N
B Y

2. Let’s Talk About
7 Trends In B2B Marketing

3. Each Trend Can Be Applied To Your Marketing Today
These trends fit neatly into the traditional planning framework
01
02
03
04
Creative
2. Content Franchises
3. Touchpoint Consistency
Distribution
4. Everyone-As-A-Marketer
5. Hyper-targeting
6. Brand Investing
Audience
1. Thought Leadership
Measurement
7. Cost-Per-Connection

4. The Hidden ROI Of
Thought Leadership
1

5. The B2B Buying Process Is Deeply Emotional
There are clear differences between B2B and B2C Marketing
Jon Miller
CEO & Co-Founder at Engagio,
previously Co-Founder at Marketo
“It’s not a big deal if you buy
the wrong can of soda.”
Don Draper
Creative Director at Sterling Cooper,
fictional character on Mad Men
“Nobody ever got fired
for buying IBM.”

6. …believe it increased trust
in the organization
83%
Business
Decision Makers
81%
C-Suite
Executives
…believe it builds trust in our
organization among potential clients
49%
People Want To Work, Buy, & Meet With Thought Leaders
Which requires “defining the buying vision” for your audience
…believe it gets them more RFPs
17%
…believe it led to an organization
getting an RFP
63%
Business
Decision Makers
64%
C-Suite
Executives
Among Creators of Thought Leadership… Among Decision Makers…

7. The Current Approach To Thought Leadership Is Broken
The “Newspaper Model” is extremely difficult to scale and monetize
Most BDMs Are Disappointed With
The Quality Of Thought Leadership
% of the time I gain valuable insight
from thought leadership
44%

8. The Durable Profitability
Of “Content Franchises”
2

9. Instead, Imitate Disney’s “Franchise” Strategy
The first studio to produce 5 billion dollar franchises in a single year
S U M M E R
2 0 1 5
FA L L
2 0 1 5
W I N T E R
2 0 1 5
S P R I N G
2 0 1 6
S U M M E R
2 0 1 6
FA L L
2 0 1 6
W I N T E R
2 0 1 6
S P R I N G
2 0 1 7
S U M M E R
2 0 1 7

10. Franchises Dominate Via “Total Merchandising”
Use the same “IP” to win share of voice in across formats and channels

11. “Franchises” Build Brand By Being “Always-Relevant”
Say the same thing in 50-100 different ways with out repeat
CONTENT
FRANCHISE
SOCIAL
PREVIEW
SOCIAL
PREVIEW
SOCIAL
PREVIEW

12. The Growing Need For
Touchpoint Consistency
3

13. Nobody Remembers Anything They See Or Hear
The average consumer sees 5,000+ ads per day

14. Brand Building Requires Consistency At Scale Over Time
Big brands accomplish this with a consistent look, feel, topic, etc.

15. Blockbusters Build Brand With Touchpoint Consistency
Manage your brand carefully across an explosion of channels

16. The Promising Arrival Of
Everyone-As-A-Marketer
4

17. Employees Are Your Most Valuable Touchpoint
The most trusted spokespeople to sell your culture, product, news, etc.
63%
Trust people like
themselves
45%
Trust Institutions

18. Employees Offer Massively Multi-Dimensional Impact
Get 10x the reach and 5-7x the engagement of your company page
100
Employee
Shares
96
Profile Views
48
Company
Page Views
48
Job Views
16
Company Page
Followers
32
New
Connections

19. But, People Marketing Requires A Systemic Approach
Use technology to scale decentralized marketing

20. The Sudden Death Of
Hyper-targeting
5

21. Brands Are Overly Obsessed With Ad Targeting
Digital sells itself on the false promise of “zero waste”

22. The Problem Is That Over-Targeting Excludes People
Marketers are waking up to this expensive truth

23. The Solution Is “Relevant Reach”
Reach the entire decision committee - today and tomorrow
TARGETED
BUYER
Junior Decision Makers
Extended Buying
Committee
B R O A D N I C H E
B2C B2B

24. The New Rules Of
Brand Investing
6

25. #1: Obey The “60/40 Rule”
Brands need to balance long and short-term objectives
“Investment in long-term brand and
trust building, combined with short term
brand activations to reap the sales
benefits of those investments”
60/40 RULE

26. #2: Plan For The “10:1 Rule”
In a pay-to-play world, distribution is king (even for Star Wars)

27. #3: Budget For The “80/20 Rule”
80% of value comes from 20% of your content; invest accordingly

28. The Economic Case For
Connection Density
7

29. Everyone Is “Counting” The Wrong Metrics
Current industry metrics (CTR, CPC) do not correlate with brand value
Not everything that counts can be counted,
and not everything that can be counted counts.
- Albert Einstein

30. Cutting-Edge Measurement Connects To The Offline World
Things like “connection density” do correlate with brand value
8.2%
5.1%
4.8%
3.9%
3.5%
Most-Connected Metro Regions
2
3
4
Least-Connected Metro Regions
More Connections, More Job Growth
(Average Job Growth, 2010-2014)
*Based on index of connectedness. 2014 employment based on first nine months of year.
Data: LinkedIn, Bureau of Labor Statistics, South Mountain Economics LLC

31. Content Helps To “Presuade” Connections
Getting “relevant reach” supports alignment of sales and marketing
16%
40%
Non-Nurtured Prospects Prospects Exposed To Content
+150%
14XHigher Than Average
E-mail Response Rate*

32. Great.
So, How Can
I Take Advantage
Of These Trends Tomorrow?

33. 1 Thought-leadership is what hires, markets, and sells
2 Structure your thought-leadership into “content franchises”
3 Use your “content franchises” to create touchpoint consistency
4 Scale messaging via your most trusted touchpoint: employees

34. 5 Reach your entire audience – young and old
6 Invest according to the 60/40, 10:1, and 80/20 rules
7 Value the “connections” created through content

35. Q&A