Slides discussing the latest marketing trends, including: Some good news about the financial performance of the B2B publishing companies in Europe The implication of layoffs at Aspencore, the largest global publisher of titles for the electronics design industry News from Inbound 2019 about the growth of Account-Based Marketing (ABM) Other ideas from Inbound 2019, including LinkedIn tips and sales emails as part of marketing nurturing workflows

1. MARKETING TRENDS
October 2019

2. 2
European B2B Publishers in Good Health
• Electronics publishers survey
– Western and Eastern Europe
– 25 publications
• 68% grew revenue last year
– Only one declined > 5%
• Over 50% of revenue from print

3. 3
Aspencore Layoffs
• Aspencore probably not profitable
• Changes must reflect new editorial strategy
• Greater focus on Far East
• USA journalists let go:
– Rick Merritt
– Clive Maxfield
– Dylan McGrath
– Steve Taranovich
• Jurgen Hubner made redundant, Bob Dumas resigned

4. 4
Continued Growth of ABM
• Account-Centric is the new Account-Based Marketing!
• Larger campaigns
• Wider adoption
• Delivering great RoI

5. 5
Disappearing Marketing Silos
Content
Development
Content
Distribution
ABM
Social
Media
Media
Relations
Marketing
Automation
Websites
Owned
Media
Analyst
Relations
Paid Meda
ArticlesBrochure
White
Papers
Video
2D/3D
Animation
Graphics
eBooks Interviews

6. 6
Other Trends
• Influencers for B2B Technology
• Podcasts gain momentum
• Better, simpler metrics
• Marketing Dashboards

7. 7
Inbound Tips and Tricks
• LinkedIn advertising
– Value of formats
– Bidding minimum $
– Currently testing
• Marketing sending sales emails
– Not new, but increasing
Format Average CTR Typical CPC
Sponsored Content 4% $6-9
Text Advert 0.025% $3-5
Sponsored InMail 50% open, 3% CTR $23-55
Dynamic “low” $12-15

8. 8
Resources
• For more information and links to resources, visit:
http://www2.napierb2b.com/october-2019-trends