This document summarizes the key findings from two B2B marketing studies. It finds that acquiring new customers is the top marketing objective for most companies in 2021. It also finds that online channels like social media, email, and search will continue to dominate marketing spending. Specifically, social media platforms like LinkedIn and Facebook as well as blogging are seen as most important. The document recommends that B2B marketers focus on online and offline data integration, aligning sales and marketing, addressing constant change, using marketing automation, focusing on both new and existing customer acquisition, and improving social media strategies and mobile strategies.

2. SymposiumWhat Really Matters in BtoB Today!Russell M. Kern | President Christopher HosfordTHE | kern | ORGANIZATION East Coast Bureau ChiefAn Omnicom Agency BtoB | www.btobonline.comwww.thekernorg.comchosford@crain.com

3. Taking the Pulse of MarketingEssential findings from two BtoB studies2011 Outlook: Marketing Priorities & PlansEmerging Trends in B-to-B social media marketing

4. Building Sales is Back!What is your primary marketing goal this year?

5. Online Channels DominateWhat are you spending plans by media category?

6. Social, Email, Search Grows MostWhat are you online spending plans this year?

7. Social Media Uses VariedHow do you currently use social media marketing?

8. LinkedIn, Facebook, BloggingWhat is your single most important social media method?

9. Final ThoughtsOnline channels will continue to growTraditional channels will remain important for specific goalsMarketing automation increasingly essentialContent marketing surges in importanceData—accurate, current, segmented data—rules everything

10. SymposiumChristopher HosfordEast Coast Bureau Chiefchosford@crain.com @cfhosfordThank you!

11. Must Reads of the Year!

12. The Kern Organization Mid Year Trend Study Findingshttp://www.thekernorg.com/2011MidYearTrendStudyResults67% of respondents from The Kern Organization 2011 Mid Year Trend Survey report Acquiring Customers as top objective38% report increasing retention rates and revenues from current customers as top objective31% report increasing the quality and quantity of leads as their top objective

13. Other Key Findings90% say better integration of online and offline data collection and analytics is important.

14. Other Key Findings84% indicate that aligning sales and marketing is important.“Conversations that Win the Complex Sale”.

15. Other Key Findings53% are somewhat ready to deal with the new normal of constant change.

16. Other Key Findings48% are now using some form of Marketing Automation.

17. Other Key Findings91% spend on both acquisition and on retention/cross-sell.

18. Other Key Findings37% feel that Facebook is the most important social media channel.

19. 34% have no Mobile Marketing strategy or plans in place.

20. 23% are satisfied with their current social media marketing efforts.

21. What Clients are SayingDrive business growth through better strategyImprove sales performance beyond marketing campaignsHow are you helping me the “White Space” opportunities to gain market share?How are you accelerating the pipeline?Deliver engagement experiences beyond lead generationExecute flawlessly, consistently, cost effectivelyBring me innovative thinking and strategy

22. What Matters to You?

23. Thank you!Russell Kern, PresidentThe Kern Organizationrkern@thekernorg.com @russellmkern