The document discusses predictions for the future of B2B marketing from 31 top marketers presenting at the B2B Marketing Forum. Some key predictions include: marketing becoming organized around data, content, and technology with silos disappearing; prospects closing their own deals using mobile devices; and the CMO becoming the "Chief Journey Officer" responsible for optimizing the customer journey. The future is also predicted to include technologies like precognitive marketing, neural interfaces, and all marketing becoming marketed to individuals rather than businesses versus consumers.

2. Marketing for What Comes Next
Dreams of the future ignite our imagination about what’s possible. They create
anticipation for what’s next - from the latest gadgets to the newest trends in B2B marketing.
A nostalgic look back at the 1950s brings to mind dreams of flying cars, moon bases and
unlimited power from the sun. We may not have “flying saucers for everybody” yet, but
advances in technology and media have made many futuristic predictions a reality.
To spark your imagination about what’s next in B2B, TopRank Online Marketing and
MarketingProfs bring you this Future of B2B Marketing eBook. It features predictions
from 31 top marketers presenting at the B2B Marketing
Forum, helping you to explore B2B like never before.
From innovative technology to predictions so far
out there that they’re science fiction, this eBook will
inspire your thinking (and maybe your dreams) about
the future of B2B marketing.
Lee Odden
TopRank Marketing
!"#$%$&
Ann Handley
MarketingProfs

3. Our B2B Marketing Futurists
!"#$%$&
Joel Book
Michael Brenner
Heidi Cohen
Frank Days
Gini Dietrich
Susan Emerick
Laura Fitton
Steve Garfield
Jim Greenway
Ann Handley
Tim Hayden
AJ Huisman
Doug Kessler
Larry Kim
Seth Lieberman
Jennifer Sable Lopez
Amanda Maksymiw
Brian Massey
Loren McDonald
Jason Miller
Jon Miller
Kerry O'Shea Gorgone
Lee Odden
Christopher Penn
Jeannine Rossignol
Shane Snow
Justin Steinman
Cindy Valladares
Viveka von Rosen
Tom Webster
Andy Zimmerman

4. B2B On-Demand Available October 17 - $295
&
Get Your B2B Marketing
Smarts On-Demand!
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5. “In the future, prospects will react
so positively to Precognitive
Marketing, they will call you to ask
for a sales call!”
Justin Steinman
@justinsteinman
#MPB2B

6. Precognitive Marketing
!"#$%$&
Justin Steinman
@justinsteinman
CMO at General Electric Healthcare IT
#MPB2B Presentation:
CMO Focus - Inbound Outbound
Marketing: Using Content Across Paid
and Earned Media
Taking a page from the movie “Minority Report,” the
future of B2B marketing is Precognitive Marketing -- a
marketing engine that takes publicly available data
about a prospect’sbusiness performance and
challenges, and then shapes a customized sales and
marketing approach.
Precognitive Marketing includes a unique demo that
proactively shows how your solution can address needs
that prospects may not even know they have.
Prospects will react so positively to Precognitive
Marketing that they will call you to ask for a sales call!

7. TL;DR Retired After a Long Run
!#$%$
Ann Handley
@AnnHandley @MarketingProfs
Chief Content Officer at
MarketingProfs, Author of Everybody
Writes
#MPB2B Conference Emcee
The Internet announced that its shorthand phrase
TL;DR (Too Long; Didn't Read) is being replaced with
a new phrase: GR;LI (“Great Read; Loved It”).
Smart businesses around the world celebrated the
move as a victory for quality content that’s ridiculously
useful and valuable – no matter the length.
Pundits credited B2B marketers for leading the charge,
and they celebrated by looting jargon and buzzwords
from their content and burning them in public bonfires.
Particularly flammable were words and phrases such
as “value-added,” “impactful,” and “best-of-breed.”
“I don’t understand what happened,” said Jonah
Peretti, founder and CEO of Buzzfeed. “One minute the
sole alternative to long, boring content was all cat
pictures and listicles and useless quizzes about which
Jaden Smith tweet best represents your soul… and
then POOF, it’s gone.”

8. B2B Future: Crazy, Creepy, Cool Tech
!#$%$
Viveka von Rosen
@linkedinexpert
CEO at Linked Into Business
#MPB2B Presentation:
B2B Conversion Optimization Case
Studies that Inspire
The one thing I know about the future of B2B Marketing
is that I don’t think we’ll recognize it!
What will influence B2B Marketing in the future more –
hardware design or software innovation? You see
hardware like Oculus Rift and D-Wave’s Quantum
Computer popping up seemingly overnight. Imagine
what fully experiential quantum data integration will
do to Marketing?
And then you have folks like Dr. Mark Sagar who
recently introduced the first fully responsive, CGI,
artificial intelligence baby, evoking a very real
emotional response from his audience.
The future is here and the hashtag is
#CrazyCreepyCoolTech!

9. CMO: Chief Officer of the User Journey
!#$%$
Joel Book
@joelbook
Director of eMarketing Education at
Salesforce ExactTarget Marketing
Cloud
#MPB2B Presentation:
Interactive Session: Creating Useful
Personas and Tone of Voice
Guidelines
One of the biggest trends in B2B Marketing is the rapidly
expanding technology budget for the CMO. Gartner
predicts that, by 2017, the CMO will have a larger IT
budget than the CIO.
As Marketing, Sales and Customer Service functions
converge, CMOs are being asked to shoulder responsibility
for not only creating brand awareness and generating
leads, but nurturing those leads by providing information
that aids purchase, and delivering relevant and timely
customer service communications.
In short, “NextGen CRM” is all about personalizing and
optimizing the B2B buyer’s product research, buying and
usage journeys. And the CMO is rapidly becoming the
company’s Chief Journey Officer!

10. Marketing 3000: Customer Insights, Finally
!#$%$
Tom Webster
@Webby2001
VP of Strategy at Edison Research
#MPB2B Presentation:
How to Use Messaging to Build a
Truly Differentiated Brand
I think in the far, far future, when robots are doing my
job, B2B marketers will know as much about their
buyers as B2C marketers know about theirs.
B2B customer research is more difficult, and at times
more costly, than B2C research because you are trying
to hit a much smaller target. But someday, maybe by
the year 3000, a combination of lower costs and a
greater need to differentiate will combine to make
acquiring these kinds of insights mandatory.
And I'll be toiling in the salt mines of Proxima Centauri
until my implants give out.

11. “The B2B Marketing organization of
the future will be organized around
data, content and technology.”
Michael Brenner
@brennermichael
#MPB2B

12. The Disappearing Silos of B2B
!#$%$
Michael Brenner
@BrennerMichael
Head of Strategy at NewsCred
#MPB2B Presentation:
Content Marketing at Scale: The Big
Hitters Panel
Content is the 2nd largest marketing expense after
advertising at the majority of large businesses. Yet
most marketing resources and people are devoted to
creating content that often goes unused, unread or
unshared.
The B2B Marketing organization of the future will begin
to rapidly transform. Silos like branding, advertising,
lead generation will all disappear!
The B2B Marketing organization of the future will be
organized around data, content and technology: data
(for personalization), content (for target audience
consumption) and technology (required to act like a
21st century marketing organization).

13. Buyers Close Their Own Deals
!#$%$
Steve Garfield
@stevegarfield
Investor, Writer, Humorist at
SteveGarfield.com
#MPB2B Presentation:
7 Minutes of Awesome
No Sales People: In the future, salespeople have been
replaced by advisors to help guide buyers to a
purchase decision. Think Tesla for industrial trucks.
Buyers close their own RFPs: Companies will operate
inside a huge Mylar bubble and when there are no more
pods in the break room Nespresso machine, their Apple
wrist device sends out an order. Confirmations are
tweeted and posted to LinkedIn.
Videos will be short: Under 6 seconds. Maybe 4 1/2.
When you see a PLAY button, you know you'll waste only
4 1/2 seconds. Want to catch up on the latest Ann
Handley presentation? That’s 666.66 videos in a row.

14. Coming Soon: Google Cranial Implants
!#$%$
Doug Kessler
@dougkessler
Co-founder Creative Director at
Velocity Partners
#MPB2B Presentation:
Content Marketing At Scale: The Big
Hitters Panel
It's only in beta but Google Cranial Implants (GCI) use
low-energy proximity sensing to trigger “B2B-neuro-content”'
in the frontal lobe of the user.
So if a male prospect who's in your funnel gets within
8-10 feet of a salesperson, he will involuntarily shout
Bingo! and get an erection (you can opt out but who
would?). The implant also allows Google to index your
hopes and fears to serve more relevant native thought-vertising.
Back in reality, I expect:
1) Immersive screen-based content (like Snowfall) to
start replacing print-like content
2) Content personalization to come to B2B in a big way
3) Ann Handley to sell the screen rights to Everybody
Writes and buy the New York Jets from under Gary
Vaynerchuk's nose

15. Mobile Commerce Takes Over the World
!#$%$
Kerry O'Shea Gorgone
@KerryGorgone
Instructional Design Manager,
Enterprise Training at
MarketingProfs
#MPB2B Presentation:
The Science of Learning
Mobile commerce will overtake traditional payment
methods in the consumer space. B2B buyers will get
used to that convenience, and will come to expect it
from the vendors they work with.
A recent Forbes study found that 25% of executives
have already purchased a product or service for their
business via mobile, and many used mobile to research
purchases of $100,000 or more.
B2B marketers will create mobile content that's easy to
view, share, and act on, enabling mobile conversions.
However complex a company's product or service
offering, however niche their market, every business
that lasts will embrace mobile.

16. Websites Become Completely Dynamic
!#$%$
Andy Zimmerman
@AHZimmerman
Chief Marketing Officer at Evergage
#MPB2B Presentation:
CMO Focus - Inbound Outbound
Marketing: Using Content Across
Paid and Earned Media
We try to engage prospects with relevant content on our
websites. Yet, with few exceptions, sites today fail to
engage effectively because we treat all visitors the
same way and show the same information every time.
Imagine a world where your site is a blank slate. Then,
based on how each person arrives (via search, AdWord,
social, referring site, etc.) the content and navigation
builds out automatically.
And based on every action by visitors (what they click,
search, download, read, etc.) the site continually builds
out – always serving up the most relevant content on a
completely dynamic basis.

17. “The days of awkward manual
number crunching and
guesstimation are numbered.”
Laura Fitton
@Pistachio
#MPB2B

18. End of Days for “Franken Tools”
!#$%$
Laura Fitton
@Pistachio
Inbound Marketing Evangelist at
HubSpot
#MPB2B Presentation:
7 Minutes of Awesome
In the old days we networked computers together
with floppy disks. Laughable, right? Similarly, today's
marketers network all their digital tools together by
pulling .csvs from different tools. In the future, all this
compiling will seem just as laughable as floppies. In
the future, marketing won't need to pull and combine
sets of data from different tools to gauge funnel
effectiveness.
Whether by acquisition roll-ups, purpose-built all-in-one
suites, or home-grown integration (hiring
developers to stitch together the APIs of your preferred
tools), the days of Franken tools are numbered. We'll
spend less time measuring results, and more time
actually getting results. The days of awkward manual
number crunching and guesstimation are numbered.

19. The New Information Source: Social Media
!#$%$
Jim Greenway
@wowjim
Manager, Online Marketing at T.D.
Williamson
#MPB2B Presentation:
The Science of Lead Nurturing/
Generation
While generating leads will remain the top objective for
B2B marketing, the method by which they are
generated will shift. Industry and trade magazines are
still important for most businesses, websites provide a
basis for content, paid search provides a method for
attracting new business, but they will no longer be
enough.
Digital channels and social networking sites will
become THE source of information as consumers look
for quick resolutions to problems and to meet their
immediate needs. B2B marketing winners will be the
companies that create strong social connections to the
market and deliver the most relevant content.
Companies that fail to adapt won’t have a future.

20. Neural Interface Marketing Platforms
!#$%$
Christopher S. Penn
@cspenn
Vice President, Marketing Technology
at SHIFT Communications
#MPB2B Presentation:
The ROI of Content Marketing
Human-neural interfaces to computers are about 95%
accurate. These devices allow computers to read
brainwave activity. Once they achieve accuracy closer
to 99.999% accuracy, marketers may start using them.
Imagine being able to think a Facebook update, or look
at a marketing analytics chart and rearrange it just by
thought. Imagine being able to tie a neural interface to
a device like Oculus VR, where a customer could
control an experience with your brand through thought.
That's the power of where human-computer interfaces
are headed. Companies are already manufacturing
headsets for commercial medical use, so a neural
interface to marketing platforms may be a decade
away.

21. Liberty Act 2017: All Marketing is B2B
!#$%$
Heidi Cohen
@heidicohen
Chief Content Officer, Riverside
Marketing Strategies
#MPB2B Presentation:
10 Search Social Media Tactics to
Amplify Your Content Distribution
Prediction: Following the economic crash of 2016,
Congress passes the Living Is Business Economic
Recovery This Year Act (aka The LIBERTY Act of 2017).
Specifically, the government lowers the barrier for
individuals to incorporate.
The goal is to help the millions of unemployed
marketing consultants start new businesses. In the
process, consumers disappear because every purchase
becomes a business expense.
As a result, all marketing becomes B2B.

22. Big Data: Future of Marketing Automation
!#$%$
Jon Miller
@jonmiller
VP Marketing and Co-founder at
Marketo
#MPB2B Presentation:
Metrics Analytics: How to Harness
the Power of Data to Build Marketing
Credibility
Marketing automation today is primarily about tracking
email and website behaviors, and then running email
campaigns based on that behavior (e.g., lead
nurturing).
In the future, marketing automation will get (big) data
from numerous sources, including mobile/location,
social streams, and connected devices. It will use
analytics to predict the right action to take at any time.
And it will let companies interact with customers and
prospects over various channels including email, but
also mobile push, ad retargeting, personalized
websites, custom social audiences, and more.

23. “In the future there is no
distinction between B2B or B2C –
everything is marketed to
individuals.”
Jeannine Rossignol
@j9rossignol
#MPB2B

24. B2B B2C Will Be Replaced by B2i
!#$%$
Jeannine Rossignol
@j9rossignol
Vice President of Marketing at Xerox
Global Services
#MPB2B Presentation:
Content Marketing At Scale: The Big
Hitters Panel
In the future there is no distinction between types of
marketing, B2B or B2C is irrelevant because everything
is marketed to the individual, and everything is
controlled by your smart devices.
When the alarm on your phone wakes you up, you hear
a message about the latest traffic report and a
reminder to leave early because your car is almost out
of gas. As you listen to the news, through iHeartRadio
on your phone, all the commercials are customized to
you.
You might hear a promo for a new coffee flavor that
works in the Keurig you just bought, or you might hear
a promo on a new product/service based on the Google
search you did last night.

25. Quality Crushes Quantity
!#$%$
Seth Lieberman
@sethwlieberman
Founder and CEO at SnapApp
#MPB2B Presentation:
How NOT to Be a Content Marketing
Zombie and Survive the Coming
Demand Gen Apocalypse
1. CMOs will take the pole position for CEO promotions.
As marketing becomes the single biggest driver of
business growth CMOs will ascend to run the whole
shebang.
2. Every Marketing Automation company with more
than $10M of revenue will be acquired. Marketing
Automation is increasing table stakes for marketers
and large players who don’t have an offering, but will
buy whomever is left to be a central piece of their
marketing cloud offerings.
3. Quality will crush quantity in content marketing.
The days of cranking out content to suck up SEO traffic
are gone and marketers will increasingly spend time
and money to deliver quality content and experiences
that set them apart from the crowd.

26. Employee Advocacy A Critical Imperative
!#$%$
Susan Emerick
@sfemerick
Founder CEO at Brands Rising
#MPB2B Presentation:
Empowering Employees to Build
Trust Advocacy in Social Media
Employee Advocacy is picking up steam and will
become the next big social mega trend as the C-Suite
in B2B companies wake up to the importance of social
business transformation and looks across the
organization to integrate social into core business
functions.
Industry research continues to prove that employees
and people I know are the most trusted sources of
information online, especially when shared across
social networks. As a result, the C-suite will increase
investment in programs to equip employees to engage
in social networking to support business goals.
Early leaders are already seeing that companies with
engaged employees outperform those without, by up to
202%.

27. Big Data, Big Opportunity for Content
!#$%$
Jennifer Sable Lopez
@jennita
Director of Community at Moz
#MPB2B Presentation:
Kick Your Social Strategy Into
Overdrive: The Ins and Outs of
Testing Social
The idea of taking big data and turning it into real-time,
relevant content for your community, should be a
no-brainer for the future.
We saw it recently when Jawbone wrote a post about
how Bay Area sleepers were affected by the Napa
Earthquake, based on real-time data it had from
customers. Although Jawbone is B2C, I see the trend
being the same.
If you're not utilizing your data to create something
meaningful for your customers and community, you're
missing out on a huge opportunity for your brand. Make
your data work for you!

28. Predictive Analytics: Right Time Place
!#$%$
Loren McDonald
@LorenMcDonald
Vice President, Industry Relations at
Silverpop, an IBM Company
#MPB2B Presentation:
More Human Email = More
Engagement
The future of B2B marketing will combine a prospect’s
social graph, online behavior, content interactions,
demographic and firmagraphic information with
scoring, predictive analytics and marketing, content
and salesforce automation.
When a prospect signs up for a white paper or Webinar,
for example, explicit and implicit data will be fed into a
predictive analytics engine that will score the prospect
on authority, influence, vendors used, content they’ve
interacted with, relationships with your company, etc.
The analytics engine then will feed the content and
marketing automation engine that delivers each
content type in the channel the prospect is most likely
to engage.

29. “Imagine no competitors
It isn’t hard to do
We have won the business
And no closed minds too
Imagine all your customers
Being wowed by you….”
Cindy Valladares
@cindyv
#MPB2B

30. Imagine
!#$%$
Cindy Valladares
@cindyv
Director of Corporate
Communications at Tripwire
#MPB2B Presentation:
How NOT to be a Content Marketing
Zombie and Survive the Coming
Demand Gen Apocalypse
Imagine there’s no limit
It’s easy if you try
No budgets to stop us
Above us all agree
Imagine all decisions
Lead by marketing…
Imagine no competitors
It isn’t hard to do
We have won the business
And no closed minds too
Imagine all your customers
Being wowed by you….
You may say I’m a dreamer
But I’m not the only one
I have a cadre of creative people
And we generate revenue
Imagine no more struggles
I wonder if you can
Sales will sing our praises
Partners in success
Imagine all executives
Cheering your success

31. Mind-Meld: B2B and B2C Share Insights
!#$%$
Jason Miller
@JasonMillerCA
Senior Manager, Content Marketing
Social Media at LinkedIn
#MPB2B Presentation:
Tactics and Strategies for Driving
B2B Marketing Success Using
LinkedIn
B2B companies will increasingly hire B2C agencies for
fresh perspectives, new ideas, and to learn how to
better humanize their messaging and campaigns to
better connect with their prospects earlier on in the
buying cycle.
In turn, B2C will start utilizing B2B’s technology for
relationship building and more effective cross selling
and upselling along the way.
Both disciplines have something to learn from one
another as forward-thinking marketers stop citing
acronyms and start focusing on creating better overall
marketing experiences.

32. Business Meeting? Beam Me Up Scotty!
!#$%$
Gini Dietrich
@ginidietrich
CEO at Arment Dietrich
#MPB2B Presentation:
10 Search Social Media Tactics to
Amplify Your Content Distribution
Like many business owners, I spend a lot of time on the
road. Meeting with clients in person is wonderful, but
the TSA lines and manhandling, the airline delays, the
crap food, scouring a hotel room for bed bugs, and the
sleep deprivation aren’t so great.
The future of B2B marketing will allow you to beam up
—just like Scotty—to a client’s office, to a trade show,
to a speaking engagement, even to the golf course for
a little one-on-one time…all while sleeping in your
own bed each night without making a TSA love
connection.

33. Master the Inbound Outbound Universe
!#$%$
Frank Days
@tangyslice
VP of Marketing at TwinStrata
#MPB2B Presentation:
CMO Focus - Inbound Outbound
Marketing: Using Content Across
Paid and Earned Media
The lines between inbound and outbound marketing
continue to blur as mainstream media are being forced
to change business models.
Much like ecommerce versus brick and mortar retail
ultimately morphed into multi-channel retail, I expect
content marketing and traditional marketing to become
fully-integrated and indistinguishable.
B2B marketers who master the intersection of inbound
and outbound marketing will thrive while others will
get stuck in outdated silos.

34. Ascend the Wall With Virtual Reality
!#$%$
Shane Snow
@shanesnow
Chief Creative Officer at Contently
#MPB2B Presentation:
Growth Hacking for B2B Businesses
and Brand Publishers
Immersive virtual reality is going to hit the marketing
industry like a surprise attack. But with Oculus Rift et.
al. will come a massive opportunity for marketers to
take storytelling to a new level.
For B2B it will start with virtual in-person product
and services demos (and likely kill clunky screenshare
apps), and move into immersive storytelling
experiences around values that brands care about (for
top-of-funnel relationship building).
This is going to really up the ante. Think the Game of
Thrones Ascend the Wall thing.

35. “Participation marketing for B2B is
content marketing at scale –
everybody wins!”
Lee Odden
@leeodden
#MPB2B

36. Content @ Scale: Participation Marketing
!#$%$
Lee Odden
@leeodden
CEO, TopRank Online Marketing
#MPB2B Presentation:
Influencing B2B Influencers and the
Magic of Co-Created Social Content
Today, B2B buyers are 60-90% through the sales cycle
before making contact with a supplier. But most
marketers can’t keep up with content demand.
To scale high-quality content that satisfies information
and engagement demands of modern B2B buyers,
marketers will focus more on co-creating content with
their target audience, current customers, and industry
influencers.
Participation marketing delivers multiple benefits:
•! Scale high-quality content
•! Incentivize sharing and promotion
•! Fast-track relationships with influencers buyers
•! Invest buyer, influencer customer interests with
those of the B2B brand – everybody wins!

37. Complete B2B Predictability
!#$%$
Amanda Maksymiw
@amandamaks
Content Marketing Manager at
Lattice Engines
#MPB2B Presentation:
Facebook B2B - A Lively Discussion
with Three B2B Brands
Predictability is what is next in the world of B2B
marketing.
Marketers are already able to use sophisticated
machine learning and data science techniques to
identify which customers are most likely to churn,
which prospects are most likely to buy and which
products to pitch to existing customers.
With time, this will expand to all aspects of marketing
and marketers will be able to predict which content will
perform best, which channels will convert the most,
and which campaigns will be the most successful.

38. Invasion of Real Life Buyer Personas
!#$%$
Albert Jan Huisman
@AJHuisman
Director of Marketing Business
Development at Kennedy Van der Laan
#MPB2B Presentation:
How NOT to be a Content Marketing
Zombie and Survive the Coming
Demand Gen Apocalypse
At Kennedy Van der Laan Marketing Dept., we raise
real-life Buyer Persona’s. We feed Jack Legal, Pam C-suite
and Tom HR with Small Data, but no Big Data
because they are on an information overload diet.
Our lawyers interact with them on a regular basis.
Besides that unfortunate incident when Harry from
MA tried to date Pam C-suite, we are seeing great
results. Our lawyers are directing their Marketing
Business Development efforts towards the needs
wants of their buyers instead of their own agenda. It
makes our lives so much easier. Duh!
Seriously: Seeing a great future for predictive
marketing analytics heavy mining and modeling of the
ever-increasing amount of Big Data to increase user
experience and conversion.

39. The Future of Marketing is Automatic
!#$%$
Tim Hayden
@TheTimHayden
Principal at TTH Strategy
#MPB2B Presentation:
Success in the Age of Mobility
Everything around you is now a “Web device, and you
haven't had to remember to do too much of anything.
Before you realize that you are running low on 3-D
printer ink, a drone has dropped a fresh supply on the
secure loading dock out back. You immediately receive
an audio packet from your ink vendor, as the drone’s
camera caught you with a “negative sentiment” look
on your face. “Is everything OK?” it states. Before you
can install the ink, a second drone delivers a Cuban
cigar and cookies.
The future of B2B marketing, customer service…
automatic.

40. Shocking! BP2BP Replaces B2B
!#$%$
Brian Massey
@bmassey
The Conversion Scientist
#MPB2B Presentation:
The Chemistry of the Landing Page:
How to Increase Your Conversion
Rate
In the coming year an in-depth study of corporations
worldwide will reveal that businesses do not buy
anything, but that human beings are actually the force
behind decisions being made.
This revelation will send shockwaves through the
communities that sell to businesses. The B2B industry
will be re-crowned BP2BP, or business person-to-business
person. Thinly-veiled disciplines will be
adopted from consumer marketing such as
strategytelling, corpywriting, and bLearning.
Copywriters will be liberated in their writing. Stock
photo sites will see a sales plummet. It will be hard for
some businesses to accept that business people come
with the same hopes, fears and dreams that drive
consumer decisions. At least one high-level marketing
executive will be overheard saying, People. Who'd have
thought?

41. Death of Keywords; Rise of Keywordless Ads
!#$%$
Larry Kim
@larrykim
Founder/CTO at WordStream, Inc.
#MPB2B Presentation:
Hacking AdWords: Winning at PPC
the Weird Way
The future of B2B marketing as far as PPC is
concerned are keywordless ads. Keywords have served
us well for over 15 years as a proxy for user intent.
They’re still important, but will be combined with even
more powerful signals like browsing history, past
purchases, your emails, mobile location, the time of
day, demographic data allowing advertisers to be much
pickier – buying fewer, more qualified clicks, without
ever having to specify millions of keywords!
The death of keyword match types and the rise of
keywordless ad formats like Google Shopping, AdWords
Express, RLSA (etc.) are important milestones on the
journey.

42. $%$B*+.--CD.(/C.
B2B On-Demand Available October 17 - $295
Keynote Speakers
LIVE EVENT
SOLD OUT!
+456378 /=?8
9686: ;9 +123+456378 9686:;29 8@A728
'()*+,(',-./0

43. #MPB2B eBook Credits
This retro, futuristic conference eBook was created by the team at:
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