This document discusses digital marketing trends and how Somnio helps clients address them. It summarizes Somnio as an Austin-based digital agency that specializes in integrated digital marketing. Key trends discussed include post-modern content marketing focusing on empathy and integration; the growing role of user-generated content; account-based marketing targeting specific accounts; and the future of artificial intelligence in areas like natural language processing, image analysis, and personalized content. Case studies are presented and Somnio's approach to each trend is described through proposed strategies and creative concepts.

1. Digital Trends
SOMNIO
PROPRIETARY & CONFIDENTIAL

2. AGENDA
• About Somnio
• Trends
• Case Studies

3. About Somnio

4. Somnio is an Austin-based, full service B2B digital marketing agency. We consist of mobile,
forward-thinkers that specialize in simplifying complicated solutions. Our mission is to create
integrated digital marketing that connects enterprises with their target audiences to inspire action
and drive results.

5. Interactive
Websites / Microsites
Mobile Applications
Product Demos
Assessment Tools
ROI Calculators
Sales Enablement Tools
Event Interactive Experience
Video Production
Motion Graphics Videos
Live Action Production
Visual Design Services
Infographics: Static/Interactive
Iconography
Banners
Presentations
Design Strategy & Research
Design Workshops
Persona Development
User Experience Maps
Specification Documents
Digital Branding
Digital Platforms
Community
Creative Suites
Partner Portals
Workflow Management
CMS
Campaign Strategy
Integrated Campaign Strategy
Cognitive Buyer Intelligence
Content Optimization
Social Media
Content & Distribution
Integrated Campaigns
SEO
Blogs & Website Optimization
Copywriting
SEO/Analytics
Media Buying
Social
Content Syndication
Mobile
Display Advertising
SlideShare
Presentations
STRATEGY CONTENT ENGAGEMENT
What We Do

6. Trends

7. Post-Modern Content
Marketing
User-Generated Content
Account-Based
Marketing
The Future of Artificial
Intelligence Marketing
Trends

8. Post-Modern Content
Marketing
Trend

9. POST-MODERN CONTENT MARKETING
Successful B2B marketing executives are taking a more customer-centric and integrated approach to content.
Success is including audience insights and intelligence, integrated into content marketing planning.
(The CMO. See the article.)

10. THE PROBLEM
Content marketing is not creating a windfall of quality leads.
“White Noise Effect” — pressures to produce content by all brands have created a high inventory competing for
attention. Most of the content does not resonate, leading people to tune out.

11. "B2B CMOs and senior marketing executives not satisfied with their progress with content investments
must understand the effect of major changes in information discovery, consumption, and interaction
among business customers."

12. THE SOLUTION
Better Content
Empathy Integration
Understanding the job for which the client
is hiring and the questions they have.
Connecting content and distribution channels together
so it facilitates multiple, connected actions.

13. THE SOLUTION
Better Content
Empathy
“The primary motive of the B2B customer is to do their jobs better”
1. Understand the issues they are struggling with.
2. Understand the questions they are asking.
3. Produce helpful content that addresses their issues and questions.

14. THE SOLUTION
Better Content
Integration
1. Where do they consume content?
2. How can we connect content channels?
3. How do we scale and repurpose content?
4. How do we bridge to sales enablement?

15. THE HOW
TRY
LEARN
DISCOVER
√
Begin by answering these questions for every audience
persona:
• What is the job they are hiring your product to do?
• What are the functional and emotional requirements?
• What questions do they have?
• How do they ask the question?
• Where do they consume content?
• What content do they consume?
Empathy

16. DATA SOURCES
First-Party Data
Public Social Data
CRM
Customer Loyalty
Email House Lists
Audience
Competitor Audience
CLASSIFICATION ACTIVATE
Audience Insights
Digital
Persona Segments
Brand Affinities
Top Influencers
Look-a-like audiences
Media placement
Email Marketing
New segmentation
w/ personalized content
People Database
300M Searchable Portraits
DEMOGRAPHICS PSYCHOGRAPHICS
Age Interests
Race Occupation
Gender Persona
Parental Status Digital Consumption
Marital Status Top Words
Location Influence
Interest Brand Sentiment
Language Brand Mentions
Political Affiliation Social Platform
Sexual Orientation Life Stage
Income Purchase Behavior
Somnio can stitch together
Forrester research to
demographics, interests, and
digital behaviors across an
audience to empower marketing
efforts. Classifiers predict
attributes on the individual level,
to add structure and insight into
your audience.
THE HOW
Partner with research agencies to stitch multiple data sets to build out personas
and conversation guides.

17. DATA-DRIVEN PERSONAS
PROFILE-LEVEL INSIGHTS
BRAND ADVOCATE IDENTIFICATIONKEYWORDS USED BY AUDIENCE SEGMENT
THE HOW
Sample Somnio Cognitive Profile Insights

18. THE HOW
TRY
LEARN
DISCOVER
√
Customers respond to multiple forms of content.
Integration
Email
White Papers/Case Studies
Video
Blogs
Social Media
Tools

19. THE HOW
According to IDG, B2B buyers
consume many pieces of content and
make decisions in large committees.

20. HOW THEY DO IT

21. CASE STUDIES
Zendesk’s (a customer support platform) took a three step approach to revamping their content strategy.
The first phase included research, aligning content, and reviewing sales data. Phase two focused on
repurposing content and developing a framework, and phase three involved administering sales
enablement training tools and guides.
Results:
730% increase in deal closings, with 5,000 companies
130% increase quarter over quarter in outbound booking amount
See Results

22. CASE STUDIES
YouEarnedIt (employee recognition and reward platform): A multi-touch campaign that included several
guides, lists, and a conference panel at SXSW.
Amplification of content:
Landing Page
Social
Email
Guest (Influencer) Blogs
Email Nurture
Results:
270 new sales-qualified leads
11% contact to SQL conversion rate
See Results

23. DRIVE-TO CONENT

24. SOMNIO EXAMPLE
SmartPack Model
A fully integrated search and social-focused, integrated content
campaign. Based on the topics and pain points your audience cares
about, each SmartPack contains highly relevant content consisting of
videos, digital white paper (SmarterPaper), sales kit, and social
campaign. Each SmartPack is distributed bi-weekly, one per topic,
through the channels your audience is present in.
Contents:
SmarterPaper (digital landing page)
3 Videos
3 Blogs
Seller Presentation
Email Template
Social Advertising Campaign
X

25. User-Generated
Content
Trend

26. User-generated content can be defined as any form of media that is created
by consumers or end users and is publicly available to other consumers and
end users.
This commonly includes
• Discussion Forum Posts
• Images
• Reviews
WHAT IS UGC?
But also includes
• Audio
• Videos
• Blogs

27. “UGC is digital word-of-mouth marketing”

28. UGC is the next iteration of word of mouth (WOM) as it is a direct lifeline to
building WOM. UGC is a considerable brand builder as it drives brand
metrics such as:
• Brand Awareness
• Favorability
• Purchase Intent
THE ROLE OF UGC
Source of product information that matters to buyers:

29. WHY UGC?
The big brand breakup
1.Survey of 20K consumers in the UK revealed that respondents wouldn't
care if 94% of brands disappeared altogether. (Havas, 2015)
2.Ad blocking trends.
•Search Ads 50%
•Video Ads: 53%
•Website Ads: 55%
•Native Mobile Ads: 54%
•Email: 49%
•Radio: 35%
•TV: 34%

30. In 2015, Millward Brown conducted a study that measured the performance of
UGC content that was shared by a friend vs. by a brand or media property.
The test showed that UGC drove significantly stronger awareness:
• Among consumers who claim to not frequently purchase the category
• Among those who say they are neutral or not receptive to sponsored ads
that showcase products and services
WHY UGC?
Source: Millward Brown Digital 2015
UGC vs. Vertical Norms: Among Overall Audience

31. WHY UGC?
55%
North American adults surveyed
say they look daily or once a week
online to what others are saying
about a product.
92%
consumers trust peer
recommendations above all forms
of advertising. (Nielsen)
28%
increase in brand engagement
when users are exposed to both
professional and UGC. (Comscore)
increase in conversions when
organic images are used rather
than product shots. (Everscore)25%
increase in time on site when social
content is integrated on their
website. (Forrester Research)20%

32. WHY PEOPLE SHARE
Source: Motivations for content generation in social media; Journal of Audience and Reception Studies 2015
Do people share? Yes!
Research has shown that the main motivation for content generation
within social media falls into two buckets: internal and extrinsic
motivations.
• Self-expression motivation (To share information about their lives)
• Acknowledgement
• Ego
• (Study) Talking about ourselves gets us high!
• Incentive motivation (acknowledgement of one’s self-expression)
• Accomplishment/Reward
• Competition
• Peer influence (Motivation through inclusion, group think)
• Authority
• Social Proof
• FOMO

33. How UGC Works

34. HOW IT WORKS
UGC
Community
Social
Commerce
Content
Marketing
Awareness
Consideration
Loyalty
Purchase

35. HOW UGC WORKS
TRY
LEARN
DISCOVER
√
UGC can be integrated throughout the user journey with some main
mechanics amplifying its efforts. Marketers can create AND curate from
the following:
Discovery
Advocate
Learn
Try
Buy
• Influencers
• Communities
• Simple content
• Contests
• Events

36. UGC BEST PRACTICE
Social Media Influencers Identified by Somnio
One way to identify key influencers is through Somnio’s social listening platform
which takes a consumer-focused approach. Influencers are chosen based on
reach and relevancy which are then vetted for viability.
1.Carefully select your audience with those who show a high
probability to share
2.Create very specific objectives around brand building,
support the customer journey, or identify relevant insights
about customers and products.
3.Have a strong story and know who the story tellers are
4.Incentivize creators with intrinsic and extrinsic factors
5.Monitor and adapt content to ensure it’s brand safe
6.Use UGC across multiple channels injecting in social paid
and owned experiences

37. HOW THEY DO IT

38. EXAMPLE: x.ai
Website Product Info UGC Promotion

39. HOW WE DO IT

40. Acting on UGC: Creative Concept

41. We will create “The Collective Collage”: an interactive collage of
all user-generated content surrounding a topic or event. The
content will be comprised of media from the following sources:
• Social (Twitter, Facebook, Google+)
• Videos (YouTube)
• Articles and Blogs
• RSS
• User-generated Audio and Video Blogs
• Influencer Content
Users on the web or at event can explore content by relevancy
WHAT WE PROPOSE
X

42. Account-Based
Marketing
Trend

43. ACCOUNT-BASED MARKETING
ABM is currently more of a popular search keyword than a category or a strategy.
In B2B: more than 70 percent of B2B companies have staff that are fully or partially dedicated to driving ABM-
specific programs (Serious Decisions).
Not surprising is that 73% of B2B survey respondents agree that, as an industry term, ABM lacks specificity and
gets applied to many different approaches inconsistently.

44. WHAT IS ACCOUNT-BASED MARKETING?
A structured approach to developing and implementing
highly-customized marketing campaigns to markets of
one, i.e., accounts, partners, or prospects. This approach
involves alignment between marketing and sales, taking
a close look at key business issues facing the target,
mapping them to individuals and tailoring campaigns to
address those issues.
ABM Content is relevant and personalized to the highest degree

45. WHAT IS ACCOUNT-BASED MARKETING?
Flip the Funnel
Traditional: Account-Based Marketing:
Attract
Engage
Drive Demand
Progress the Buyer
Identify the Buyer
Expand into Buyer Group
Engage
Build Advocates

46. WHY ABM?
97%
of marketers say account-based
marketing has higher ROI than
other marketing activities.
0.75%
of leads generated become closed
revenue (Forrester).
80%
of the buying process will occur
without any direct human-to-human
interaction (Forrester).
of marketers say ABM provides
significant benefits to retain and
expand client relationship.85%

47. AN ABM STUDY

51. How ABM Works

52. HOW IT WORKS
Keys:
1.Account ID
2.IP Sourcing/Pixeling -- Key!
3.Customization of Content
4.Asset Allocation and Cadence

53. HOW WE DO IT

54. Acting on ABM: Creative Concept

55. IBM: ACCOUNT-BASED ADVERTISING PLAN
Company Name
Current
Vendor
1 AT&T Inc. xxx
2 Government of The United States xxx
2 Wal-Mart Stores, Inc. xxx
3 HP Inc. xxx
4 Cisco Systems, Inc. xxx
5 American Express Company xxx
6 Northrop Grumman Corporation xxx
7 Jpmorgan Chase & Co. xxx
8 Citigroup Inc. xxx
9 State Farm Mutual Automobile xxx
10 AT&T Inc. xxx
+2,000 brand-safe sites
High-Value Accounts Advertise to high-value
companies
Measure results by account
and pursue top leads
Somnio + IBM Identify highest-value
prospect accounts
Creative assets developed and
distributed to the predetermined high-
value accounts
Results are measured and top
performing/most engaged
accounts relayed to sales team

56. ACCOUNT-BASED ADVERTISING PERSONALIZED AD CREATIVE
General Company Targeted
Learn More
COMCAST
BUSINESS
DRIVES
BUSINESS
Learn More
SEE HOW OTHER
ENTERPRISE
COMPANIES
DRIVE BUSINESS
Learn More
SEE HOW
HEALTHCARE
IS DRIVING
BUSINESS
Learn More
[COMPANY NAME]
EVER WONDER
WHAT IT’S LIKE TO
SIT ON A CLOUD?
Company Size Industry Custom
• Display ad and retargeting creative is customizable to pre-defined parameters ensuring target accounts see custom content

57. OUR PLAN: CUSTOM LANDING PAGES
X

58. The future of account-based marketing is artificial intelligence.
• targeting
• personalization
• automated buyers journey
• “business concierge”
x

59. The Future of Artificial
Intelligence Marketing
Trend

60. ARTIFICIAL INTELLIGENCE MARKETING
AI is revolutionizing industries. Marketing and advertising is
already embracing AI and new agencies are emerging as
specialists. AI presents new opportunities and will render old
strategies obsolete.

61. ARE WE READY?
Forrester surveyed business and technology
professionals and found that 58% of them are
researching AI, but only 12% are using AI systems.

62. THE OPPORTUNITY FOR MARKETING
•New and better customer-engagement
models
•Increase the value to customers from
awareness to advocacy

63. ACTING ON AI FOR MARKETING
NLP (natural language processing) - convert audiences
natural language into marketing actions by synthesizing
the insights so you know how to react.
NLG (natural language generation) - process natural
language to respond back in natural language in real-
time.
Image/Video Analysis - AI can read images and videos
to locate user-generated content favorable to your
brand. You can use that content to help promote a
product in a customer reference marketing campaign.
CI (customer insights) - are insights from customer data.
Use machine learning to combine firmographics,
behavioral intent data, social signals, UGC analysis,
news of company merger/acquisition, financial earnings,
new product releases, or executive changes. Use these
data points to create a buyer profile and confidence
score on who your prospective buyer or account is.

64. ACTING ON AI FOR MARKETING
Sentiment Analysis - detect tone, emotional state, and
meaning of communication or even facial gestures to
better react to our customers.
Custom Content - Use AI to detect cookies and IP so
that you can customize your webpages or other
marketing content.
Deep Learning and Automation - IBM is moving their
programmatic buying to Watson. We can remove bias
from the media process and instantly see performance
trends to optimize in real time.

65. HOW WE DO IT

66. Somnio: AI Focused Agency

67. DATA SOURCES
First-Party Data
Public Social Data
CRM
Customer Loyalty
Email House Lists
Audience
Competitor Audience
CLASSIFICATION ACTIVATE
Audience Insights
Digital
Persona Segments
Brand Affinities
Top Influencers
Look-a-like audiences
Media placement
Email Marketing
New segmentation
w/ personalized content
People Database
300M Searchable Portraits
DEMOGRAPHICS PSYCHOGRAPHICS
Age Interests
Race Occupation
Gender Persona
Parental Status Digital Consumption
Marital Status Top Words
Location Influence
Interest Brand Sentiment
Language Brand Mentions
Political Affiliation Social Platform
Sexual Orientation Life Stage
Income Purchase Behavior
Somnio can predict demographics,
interests and digital behaviors
across an audience to empower
marketing efforts. Classifiers
predict attributes on the individual
level, to add structure and insight
into your audience.
We use audience intelligence to
instruct messaging and content
recommendations.
COGNITIVE AUDIENCE INTELLIGENCE

68. DATA-DRIVEN PERSONAS
PROFILE-LEVEL INSIGHTS
BRAND ADVOCATE IDENTIFICATIONKEYWORDS USED BY AUDIENCE SEGMENT
CAI INSIGHT PROFILE EXAMPLE

69. Use Watson to help solve business challenges
COGNITIVE RECOMMENDATION PLATFORM
The Cognitive assessment is an interactive
platform using machine learning in order to
curate for the target audiences relevant content
based on their specific needs. The platform
allows marketers to take advantage of all relevant
in-market assets and insure they are matched to
the correct audiences. Using Watson APIs, we
can use natural language and classifiers to
understand sentiment to make insightful
recommendations.
https://ibm-assessment-tool.mybluemix.net/
*Use Firefox or Chrome to activate full functionality.

70. COGNITIVE RECOMMENDATION PLATFORM
• Platform APIs
understand spoken or
written natural language.
• Watson recommends
relevant resources from
a database of 100+
content assets.
• Recommendations
include a specific
roadmap to Cognitive.
• Findings can be shared
as a PDF report.

71. Acting on AI: Creative Concept

72. AI CHATBOT ADVISOR TOOL
The Chatbot Advisor Tool is an interactive
platform using machine learning in order to have
consultative conversations with customers. The
advisor will greet the customer and ask
questions about their business. Based on the
feedback and responses to questions, the bot
recommends specific resources, case-studies,
and next steps to successfully guide their buyer’s
journey.
X

73. Next Steps

74. Blaine Prince
M: 512.492.2325
O: 512.493.9836
Contact Us
bprince@somnio.com
www.somnio.com
@SomnioAgency
www.linkedin.com/company/somnio-solutions-inc.
www.facebook.com/SomnioSolutions

75. THANK YOU

76. http://www.participations.org/Volume%2012/Issue%201/4.pdf
http://www.socialmediatoday.com/content/what-motivates-people-participate-social-media
http://www.inc.com/leonard-kim/3-psychology-hacks-to-increase-brand-engagement.html
CITATIONS
2. UGC:
1. Post-Modern Content:
The CMO
http://www.cmo.com/features/articles/2016/10/6/be-the-best-answer-with-better-b2b-content.html#gs.P0YATLk
Case Studies
http://www.toprankblog.com/2016/04/39-b2b-content-marketing-case-studies-2016/
3. Account-Based Marketing:
Blog
http://www.convinceandconvert.com/digital-marketing/why-account-based-marketing-is-right-for-b2b/
Forrester Report
https://www.forrester.com/report/AccountBased+Marketing+Will+Elevate+Not+Eclipse+LeadToRevenue+Management/-/E-
RES133981#dialog-1479743217018-dialog
Forrester Report
https://www.forrester.com/report/Vendor+Landscape+AccountBased+Marketing+Q4+2016/-/E-RES134926?
objectid=RES134926
AdAge Article
http://adage.com/article/digital/linkedin-debuts-targeting-feature-marketers/302884/
ABM Alliance Report:
http://www.abmleadershipalliance.com/ebook/account-based-marketing-state-of-market/
4. AI Marketing:
Forrester Blog
http://blogs.forrester.com/diego_lo_giudice/15-02-19-
this_time_ai_is_truly_here_to_help_build_intelligent_applications

77. somnio.com