Science + art: Getting emotional in B2B marketing

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The document discusses getting emotional in B2B marketing. It advocates using personalization and data to deliver relevant experiences to consumers across channels. Personalization can increase conversion rates, sales, and click-through rates. The document also emphasizes having confidence in B2B marketing by not just talking about the company, being human, having a strong opinion on hot issues, and taking risks. Digital marketing requires a transformation and focus on data to understand audiences.

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Science + art: Getting emotional in B2B marketing
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved.

© 2015 Adobe Systems Incorporated. All Rights Reserved.
B2B Marketing is Maths
@jwatton3

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Noise
The average individual is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Problem: Noise
In the time it took you to read this sentence,
20 millionemails have been sent.

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Right time
Right place

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Numbers on the table
 Impact
 Visibility
 Predictability
 =Credibility!
$$ Marketing sourced revenue
Won Opps
SALs from telesales
MQLs from marketing
Inbound Inquiries
$$ New Business Target
Channels
@jwatton7

© 2015 Adobe Systems Incorporated. All Rights Reserved. 8
Sorry Roger.
You’re being replaced by
an ad exchange.
@jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved.
When data-driven marketing goes wrong
@jwatton9

© 2015 Adobe Systems Incorporated. All Rights Reserved.
B2B Marketing is Creativity
@jwatton10© 2015 Adobe Systems Incorporated. All Rights Reserved.

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Reliable
They understood us
Cutting Edge
Safe bet
Honest & Open
Innovative
Good Chemistry
Trustworthy
Attentive Service

© 2015 Adobe Systems Incorporated. All Rights Reserved. 12 @jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Getting emotional in B2B
=
Personalisation + Confidence
@jwatton13

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Personalisation
is the use of data to deliver a relevant
and engaging experience to a consumer
across channels and devices
@jwatton14

© 2015 Adobe Systems Incorporated. All Rights Reserved.
10%
Conversion rates
Why this is important
19%
Uplift in sales
14%
Click-through rates
@jwatton15

© 2015 Adobe Systems Incorporated. All Rights Reserved.
GREAT marketing is all about CONFIDENCE
 To have the confidence to
 Not talk about US
 Be HUMAN
 Pick a HOT issue
 Have a STRONG opinion
 Be CONTROVERSIAL
 Be INDEPENDENT
 Take a RISK
 Have some FUN
@jwatton19

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Right message
Right time
Right place

© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton21

© 2015 Adobe Systems Incorporated. All Rights Reserved. 22
Organisations have to Transform
help
@jwatton
Organisations have to Transform

© 2015 Adobe Systems Incorporated. All Rights Reserved. 23
74% of Adobe’s Marketing Spend is on
Digital
@jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Digital = Data
@jwatton24

© 2015 Adobe Systems Incorporated. All Rights Reserved. 25
What’s Different About Digital? Everything.
People
Process
Technology
New skills:
“Bring in the
Nerds”
Strategic In-
sourcing
Single view across
owned, earned &
paid media
“Always On”
marketing
A single source
of truth
Ongoing testing
and iteration
@jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved. 26
BEFORE - “Portfolio Marketing”
People KPIsTechnology
Display
Search
Site
Outsourced mix
+ DFA
+ various
agencies
CPA
(trials, orders)
+ 8 agencies
worldwide Outsourced mix
CPA + ROI
(trials, orders)
Adobe Target, Adobe Analytics
RPV
(revenue per visit)IT, Analytics
@jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved. 27
AFTER - “Marketing by the Numbers”
People KPIsTechnology
Display
Search
Site
DMP: AudienceManager
DSP: AMO+
Dynamic Ad Targeter (future)
+ DFA
5
CPA
(trials, orders,
subscriptions)
No
agencies
SEM: AMO, Target, Analytics
SEO: BrightEdge
Site: Search&Promote,
Google Search
CPA + ROI
(trials, orders, subscriptions)
Report across SEM, site, SEO26
12 SEM
7 SEO + site
7 operations
No agencies
Target, Analytics
(AMO, Data Workbench)
RPV
(revenue per visit)
Subscription rate +
Subscription mix
IT, Analytics
Campaign
Web Strategy
eCommerce10
@jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved. 28
$349
$350
$351
$352
$353
$354
$520
$530
$540
$550
$560
$570
0% 50% 100% 150%
$MillionsProfitContribution
$MillionsRevenue
@jwatton
“Not taking a risk, is a risk”

© 2015 Adobe Systems Incorporated. All Rights Reserved.
@jwatton29

© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton30

© 2015 Adobe Systems Incorporated. All Rights Reserved.
Example : Click Baby Click
31 @jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved.
OVER 3MILLION VIEWS
IN EXCESS OF 2.5MILLION
MINUTES WATCHED
3,012 SHARES
899 FAVOURITES
699 COMMENTS
531 SUBSCRIBERS
….. AND GROWING

© 2015 Adobe Systems Incorporated. All Rights Reserved. 33
Channels : Its all about balance
@jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved. 34

© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton35

© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton36

© 2015 Adobe Systems Incorporated. All Rights Reserved. 37
Art + ScienceThe NEW B2B Marketer
@jwatton

© 2015 Adobe Systems Incorporated. All Rights Reserved.
29-30 April, 2015 | ICC, ExCel, London
38

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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

How to Run Landing Page Tests On and Off Paid Social Platforms

VWO

Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion. This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights. The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation. The session will also cover data analysis techniques and criteria for graduating landing pages. In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

Generative AI - Unleash Creative Opportunity - Peter Weltman

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

ThinkNow 2024 Consumer Financial Wellness Report

ThinkNow

Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent? To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

5 Big Bets for 2024 - Jamie A. Lee, Stripes Co

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Old Oak - Press Kit - Cannes Film Festival 2023

Pascal Fintoni

Digital Marketing Trends - Experts Insights on How

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

BLOOM_May2024. Balmer Lawrie Online Monthly Bulletin

BalmerLawrie

Adapt or Die - Jon Lakefish, Lakefish Group LLC

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience. Key Takeaways: Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.

Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The What, Why & How of 3D and AR in Digital Commerce

PushON Ltd

Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail. Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems. In this webinar, Vladimir will be covering the following topics: Applications of 3D and AR in Digital Commerce, Benefits of 3D and AR, Tools to create, manage and publish 3D and AR in Digital Commerce.

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

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Science + art: Getting emotional in B2B marketing

7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Numbers on the table  Impact  Visibility  Predictability  =Credibility! $$ Marketing sourced revenue Won Opps SALs from telesales MQLs from marketing Inbound Inquiries $$ New Business Target Channels @jwatton7

19. © 2015 Adobe Systems Incorporated. All Rights Reserved. GREAT marketing is all about CONFIDENCE  To have the confidence to  Not talk about US  Be HUMAN  Pick a HOT issue  Have a STRONG opinion  Be CONTROVERSIAL  Be INDEPENDENT  Take a RISK  Have some FUN @jwatton19

25. © 2015 Adobe Systems Incorporated. All Rights Reserved. 25 What’s Different About Digital? Everything. People Process Technology New skills: “Bring in the Nerds” Strategic In- sourcing Single view across owned, earned & paid media “Always On” marketing A single source of truth Ongoing testing and iteration @jwatton

26. © 2015 Adobe Systems Incorporated. All Rights Reserved. 26 BEFORE - “Portfolio Marketing” People KPIsTechnology Display Search Site Outsourced mix + DFA + various agencies CPA (trials, orders) + 8 agencies worldwide Outsourced mix CPA + ROI (trials, orders) Adobe Target, Adobe Analytics RPV (revenue per visit)IT, Analytics @jwatton

27. © 2015 Adobe Systems Incorporated. All Rights Reserved. 27 AFTER - “Marketing by the Numbers” People KPIsTechnology Display Search Site DMP: AudienceManager DSP: AMO+ Dynamic Ad Targeter (future) + DFA 5 CPA (trials, orders, subscriptions) No agencies SEM: AMO, Target, Analytics SEO: BrightEdge Site: Search&Promote, Google Search CPA + ROI (trials, orders, subscriptions) Report across SEM, site, SEO26 12 SEM 7 SEO + site 7 operations No agencies Target, Analytics (AMO, Data Workbench) RPV (revenue per visit) Subscription rate + Subscription mix IT, Analytics Campaign Web Strategy eCommerce10 @jwatton

28. © 2015 Adobe Systems Incorporated. All Rights Reserved. 28 $349 $350 $351 $352 $353 $354 $520 $530 $540 $550 $560 $570 0% 50% 100% 150% $MillionsProfitContribution $MillionsRevenue @jwatton “Not taking a risk, is a risk”

Science + art: Getting emotional in B2B marketing

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