Visibility of what works in B2B is harder than in consumer marketing as so
much activity is select in its targeting and often commercially confidential.
In 2011 Omobono set out to share the best practice of B2B marketers so
that they could learn from their peers. Partnering with The Marketing
Society and ably supported by Circle Research, Omobono has researched
what B2B marketers really do in digital and what they think works.
In 2012 we also looked through the other end of the telescope to see how buyers are consuming
the information that marketers lay in their path, and what effect it has.
The results, gathered over 2 years, are based on the collective views of 170 senior marketers, spending
in the region of £100m between them, and 224 buyers with buying power of over £150 million. With
the survey being completed by senior decision makers at some of the world’s biggest companies, this is
a definitive guide against which B2B marketers can benchmark their own activities.
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Webinar: Leverage Digital Marketing to Grow your Agency's Retainer-Based Busi...Optify
Digital marketing services like SEO, social media and content marketing present a huge growth opportunity for agencies. In fact AdAge reported that digital revenue for agencies surged 16.4% in 2011 to $10.1 billion. Moreover, digital specialty agencies led all other agency segments in terms of growth in 2011, despite a weak economy. Digital services not only represent the largest growth potential for agencies, they are also ideal candidates for retainer-based contracts -think predictable monthly revenue, better resource planning, long-term customer relationships etc.
So how does your agency grab a share of this digital marketing revenue and convert one-off projects into retained services agreements?
Download this presentation to learn:
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- 6 tips for moving from project to retainer
- Ideas for packaging and pricing your service offerings
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Moderator:
Faisal Chughtai, Executive Director, JP Morgan Chase
anelist
Robbie Allen, Founder & CEO, Automated Insights, Inc.
Avi Levine, Co-founder & CEO, PhilterIt
Panelist
Robbie Allen, Founder & CEO, Automated Insights, Inc.
Avi Levine, Co-founder & CEO, PhilterIt
Dan Quintero, Founder & Director, Business Development, AdStack
Erik Severinghaus, Founder & CEO, SimpleRelevance
Visibility of what works in B2B is harder than in consumer marketing as so
much activity is select in its targeting and often commercially confidential.
In 2011 Omobono set out to share the best practice of B2B marketers so
that they could learn from their peers. Partnering with The Marketing
Society and ably supported by Circle Research, Omobono has researched
what B2B marketers really do in digital and what they think works.
In 2012 we also looked through the other end of the telescope to see how buyers are consuming
the information that marketers lay in their path, and what effect it has.
The results, gathered over 2 years, are based on the collective views of 170 senior marketers, spending
in the region of £100m between them, and 224 buyers with buying power of over £150 million. With
the survey being completed by senior decision makers at some of the world’s biggest companies, this is
a definitive guide against which B2B marketers can benchmark their own activities.
Social media has arrived, but how are B2B marketers responding to it?
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Webinar: Leverage Digital Marketing to Grow your Agency's Retainer-Based Busi...Optify
Digital marketing services like SEO, social media and content marketing present a huge growth opportunity for agencies. In fact AdAge reported that digital revenue for agencies surged 16.4% in 2011 to $10.1 billion. Moreover, digital specialty agencies led all other agency segments in terms of growth in 2011, despite a weak economy. Digital services not only represent the largest growth potential for agencies, they are also ideal candidates for retainer-based contracts -think predictable monthly revenue, better resource planning, long-term customer relationships etc.
So how does your agency grab a share of this digital marketing revenue and convert one-off projects into retained services agreements?
Download this presentation to learn:
- The digital opportunity for agencies
- Which digital marketing services are best suited to retained contracts
- 6 tips for moving from project to retainer
- Ideas for packaging and pricing your service offerings
Faisal Chughtai, executive director at JP Morgan Chase, provides an analyst’s perspective on the ever-evolving email marketing landscape. Chugtai will then lead a discussion with newly formed companies that seek to impact the future of the business, offering insight into how they are seeking to transform it.
Moderator:
Faisal Chughtai, Executive Director, JP Morgan Chase
anelist
Robbie Allen, Founder & CEO, Automated Insights, Inc.
Avi Levine, Co-founder & CEO, PhilterIt
Panelist
Robbie Allen, Founder & CEO, Automated Insights, Inc.
Avi Levine, Co-founder & CEO, PhilterIt
Dan Quintero, Founder & Director, Business Development, AdStack
Erik Severinghaus, Founder & CEO, SimpleRelevance
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Or at least content marketing as we know it. Worn out. Used up. Over.
Don’t blame the audience for this, blame yourself; blame marketers. Blame marketing.
We did this to ourselves when we learned about content marketing – like a favourite old toy, a trusty pair of shoes; we latched on, we overdid it and this is why we can’t have nice things.
Очень интересное исследование, которое относится, правда, к сфере В2С... Оригинал исследования можно взять здесь - http://l2thinktank.com/, но для просмотра требуется регистрация...
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Content marketing is over.
Or at least content marketing as we know it. Worn out. Used up. Over.
Don’t blame the audience for this, blame yourself; blame marketers. Blame marketing.
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The Art and Psychology of Storytelling in B2BOmobono
Go on, tell us a story. At Omobono we firmly believe that we all have an interesting story to tell. And this is our guide to telling yours...
We're in the business of helping B2B brands make connections with customers, stakeholders, and employees through content & experiences. Emotional, exciting narrative content is fast becoming a tool for B2B audiences to liven up their communications.
Will you go on a quest, defeat a monster or go from rags to riches? Our actionable guide has suggestions for how to structure your story so that is has true emotional impact for your audience.
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In conjunction with Winmark Global, we have canvassed the views of over 100 senior marketers and HR professionals from some of the world’s most influential B2B organisations.
Their insights uncover painful truths and serious questions that professionals on both sides need to urgently respond to, if they are to ensure that their organisations thrive and their teams maintain relevance.
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11) Stats on Millennials using social media
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13) App usage trends in India
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Snapshot of Digital India- March 2016 : A comprehensive report which provides interesting the stats and facts about India and also depicts the evolution of India on the digital front in the past six months. The report shares interesting insights on connectivity, internet, mobility, social media usage and other digital trends.
The report covers the following datapoints:
1) Number of Internet users in India
2) Internet usage India report
3) Internet penetration in India
4) State wise internet users in India
5) Number of mobile subscribers in India
6) Urban- rural internet penetration India
7) Mobile internet usage stats in India
8) Smartphone internet usage stats in India
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10) Number of Facebook, LinkedIn, Twitter and Instagram users in India
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Building Innovative Mobile, Cloud, & Process Applications using SOAManmohan Gupta
Mobile computing, the cloud and process applications open up new ways to increase the business value of your SOA. Watch this webinar to learn best practices for building mobile, cloud and process applications. See how your peers are driving business value with SOA and learn how you can make IT more agile to support changing business needs.
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This proposal is intended for obtaining the approval of carrying out the marketing term paper on
The topic -
“FACTORS INFLUENCING CONSUMERS’ BUYING PATTERN TOWARDs WIMAX MODEM IN BANGLADESH- a study on BANGLALION WiMax Modem.”
In order to fulfill the requirements of conducting the practical marketing term paper for the course of “Marketing management (MKT201)”.
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* May Be There have some mistake please avoid and check it again...Thanks.
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Becoming iConic-Applying Apple's Principles Dallas Diggs at The Connective HubDallas Diggs
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2. WWW India 2012 22 November 2012 2
Introduction
The state of digital marketing
in B2B in India
For the past two years Omobono has conducted WWW in the UK with input from
our clients in Europe and the US.
But the world is changing and the requirements of many global corporates to
spread their marketing efforts into BRIC countries means that we need to know
whether the things we hold true as marketers in the West are held true elsewhere.
Is there one universal way or not? If there are differences, what are they?
Omobono set out to find the answers to these questions by extending its What
Works Where study to India in 2012.
3. WWW India 2012 22 November 2012 3
What works where
• 2011 70 respondents responsible for £30m
• 2012 96 respondents responsible for £70m
+ 224 buyers with budgets of £150m
• India 2012 58 respondents of which 98% were under 40
4. WWW India 2012 22 November 2012 4
How important is digital marketing activities in achieving
your organisations goals?
48%
50%
45%
38%
40%
35%
30%
25%
20%
12%
15%
10%
2%
0%
5%
0%
Critcal Important Less Important Not al All Important Not Relevant
5. WWW India 2012 22 November 2012 5
How important is digital marketing activities in achieving
your organisations goals?
48%
50%
45%
38%
40%
UK:
35% 95%
30%
25%
20%
12%
15%
10%
2%
0%
5%
0%
Critcal Important Less Important Not al All Important Not Relevant
6. WWW India 2012 22 November 2012 6
What are the B2B marketing priorities for your
organisation over the next 12 months?
3.5
3.4 3.4
3.5 3.3
3.2
3.0
2.9
3.0
2.4
2.5 2.3
2.0
1.5
1.0
0.5
0.0
DBP DCR LG RBA EOLB DUTM LNPS STL OTH
7. WWW India 2012 22 November 2012 7
What are the B2B marketing priorities for your
organisation over the next 12 months?
3.5
3.4 3.4
3.5 3.3
3.2
3.0
2.9
3.0
2.4
2.5 2.3
2.0
1.5
1.0
0.5
0.0
DBP DCR LG RBA EOLB DUTM LNPS STL OTH
9. WWW India 2012 22 November 2012 9
How often does your organisation use the listed channels?
3.5
3.5
2.97 2.9
3
2.56
2.38
2.5 2.25
2.16 2.14 2.11
1.95
2 1.82
1.5
1
0.5
0
Websites Organic Social Email Online PR Intranets Paid search Audio, Extranets Display Mobile and
search Media Campaigns (PPC) video and Advertising SMS
(SEO) interactive
marketing
10. WWW India 2012 22 November 2012 10
Channel usage by organisation size
Micro
Small
Medium
Large
Very Large
Websites Intranets Extranets Display SEO Paid Emails Social Mobile & Interactive Online PR
Ads Search Media SMS MKt
11. WWW India 2012 22 November 2012 11
WWW 2012 – what are marketers spending on?
12. WWW India 2012 22 November 2012 12
How effective are the below channels in achieving your
organisation's goals?
4.5 4.2
3.9
4
3.5 3.4 3.3 3.3
3.5 3.2 3.1 3.0
3.0 2.9
3
2.5
2
1.5
1
0.5
0
Company Organic Social Email Intranets Online Extranets Paid search Display Audio, Mobile and
website search Media Campaigns Public (PPC) Advertising video and SMS
(SEO) Relations interactive
marketing
13. WWW India 2012 22 November 2012 13
Channel effectiveness by organisation size
Micro
Small
Medium
Large
Very Large
Websites Intranets Extranets Display SEO Paid Emails Social Mobile & Interactive Online PR
Ads Search Media SMS MKt
14. WWW India 2012 22 November 2012 14
To what extent, if at all, do you outsource each of your
organisation's activities to external agencies as opposed
to doing it in-house?
1.8
1.64
1.58
1.6
1.44
1.34 1.28 1.28
1.4 1.27 1.25
1.2
0.98
1
0.83 0.82
0.8
0.6
0.4
0.2
0
A/V & Paid search Organic Mobile and Company Display Extranets Online Intranets Email Social
interactive (PPC) search SMS website Advertising Public Campaigns Media
marketing (SEO) Relations
15. WWW India 2012 22 November 2012 15
Outsourcing by organisation size
Micro
Small
Medium
Large
Very Large
16. WWW India 2012 22 November 2012 16
WWW 2012 – what are marketers biggest challenges?
17. WWW India 2012 22 November 2012 17
What are the three most significant challenges you face in
B2B digital marketing?
60%
53% 52%
50% 47%
40% 36%
31%
28%
30%
22%
21%
20%
12%
10% 7%
0%
Measuring Creating Speed and Tackling Recruiting Unifying and Internal Allocation of Lack of Others -
ROI Valuable Innovation Social Media and Integrating Resistance Budget for Technology Consistency
Content Managing within Digital
People Digital and Activities
Traditional
Marketing
18. WWW India 2012 22 November 2012 18
Digital challenges by organisation size
Micro
Small
Medium
Large
Very Large
Measuring Recruiting Allocation Tackling Creating Unifying Speed and Internal Lack of Others -
Return on and of Budget Social Valuable and Innovation Resistance Technology Consistency
Investment Managing for Digital Media Content Integrating
People Activities within
Digital and
Traditional
Marketing
19. WWW India 2012 22 November 2012 19
Apart from digital marketing, what other techniques have
you found effective?
4 3.7
3.34
3.5
3
2.8 2.79 2.73
3
2.56
2.4 2.4 2.4 2.3
2.5 2.15
2
1.5
1 Mean
0.5
0
20. WWW India 2012 22 November 2012 20
Non digital channels by organisation size
Micro
Small
Medium
Large
Very Large
21. WWW India 2012 22 November 2012 21
WWW 2012 - Importance of personal contact in the
buying process
Personal visits 45%
Personalised email 28%
Trade events 25%
Bespoke events 20%
Email sharing content 16%
Direct mail 16%
LinkedIn 13%
Industry sponsorship 11%
Webinars 10%
Generic email 8%
Telemarketing 5%
Twitter 4%
Don’t provoke particularly
Facebook 4%
negative reactions, but don’t
SMS/MMS 2% lead buyers to act, either
None - no need for any goods/services 8%
None - no-one made a compelling case 11%
22. WWW India 2012 22 November 2012 22
WWW 2012 - Best 5 channels for prospective suppliers to
contact B2B buyers?
% reacting very or quite positively to contact
Engineering/
Financial services Business/ prof. services Technology/ telecoms
manufacturing
1 Personal visits (83%) Personal visits (87%) Bespoke event (75%) Bespoke event (78%*)
2 Trade events (73%*) Trade events (69%*) Personal visits (74%) Personal visits (69%)
3 LinkedIn (71%) Industry sponsors (65%*) Trade events (69%*) Trade events (69%*)
4 Email sharing content (67%) Bespoke events (62%*) Email sharing content (66%) Email sharing content (64%)
5 Webinars (67%) Personalised email (56%) Personalised email (60%) Twitter (54%*)
% who had actually purchased something as a result of contact through this channel
Engineering/
Financial services Business/ prof. services Technology/ telecoms
manufacturing
1 Personal visits (36%) Personal visits (58%) Personal visits (53%) Personal visits (33%)
2 Personalised email (20%) Personalised email (27%) Trade events (45%) Personalised email (31%)
3 LinkedIn (19%) Trade events (25%) Personalised email (33%) Bespoke events (24%)
4 Bespoke events (17%) Direct mail (22%) Bespoke events (29%) Email sharing content (20%)
5 Trade events (17%) Bespoke events (10%) Industry sponsors (24%) LinkedIn (16%)
23. WWW India 2012 22 November 2012 23
What metrics does your organisation use to measure
return on digital investment?
80%
72%
70% 62%
57% 57%
60%
52%
47% 45%
50%
38%
40%
29%
30%
20%
9%
10%
0%
24. WWW 2012 22 November 2012 24
Conclusions
• B2B marketing in India is well established and sophisticated in
terms of digital channel usage.
• How can digital augment what are undoubtedly extremely strong
personal relationships.
• How can you build customer referrals?
• How can you gain advantage with email – we know it works
powerfully.
• Continue with the importance of search and web.
• Think of mobile as an increasingly positive spiral
