The document summarizes research from MarketingProfs on effective B2B marketing tactics in 2011. Some key findings include: - B2B marketing budgets were bouncing back after dropping in 2008-2009, with many companies expecting increased budgets in 2011. - Generating leads and building brand awareness were top priorities. Traditional tactics were still widely used but online channels like webinars and search marketing were becoming more effective. - Content marketing strategies, including webinars and optimizing corporate websites, were seen as important ways to generate leads and build brands. Community engagement and influencer marketing were also growing tactics.

1. What Works in B2B Marketing? Insights from MarketingProfs’ latest research: What Works in 2011: B2B Marketing

2. Presenter Matthew T. Grant Managing Editor, MarketingProfs 15 Years in B2B marketing

3. The Research How were people bouncing back from 2008/2009? How were they allocating budget? What did they perceive as most effective?

4. High Level Findings: Budget Budgets Are Bouncing Back

5. High Level Findings: Budget Budgets dropped more in 2009 than 2008 46% saw budgets increasing in 2010 66% see increases for 2011

6. High Level Findings: Priorities Generating Leads and Building Brand Awareness are Top Priorities

8. Customer Insights

9. Qualifying Leads

11. High Level Findings: Tactics Value for Lead Gen Shifting

12. High Level Findings: Tactics Inside Sales and Telemarketing Tradeshows/Conferences Executive Breakfasts and Sponsored Events

13. High Level Findings: Online What about Online Channels?

14. High Level Findings: Online Most Effective Online Channels

15. High Level Findings: Online Webinars, Search Marketing, and Corporate Website ranked most highly effective Not deemed as highly effective as traditional channels

16. High Level Findings: Branding Drivers of Brand Awareness: Offline

17. High Level Findings: Branding Drivers of Brand Awareness: Online

18. High Level Findings: Branding Brand Awareness Traditional tactics remain important Inside Sales seen as improving Webinars seen as most effective online tactic Bumped websites to second place

21. Other Insights: Spend Spending Trends: Online

25. Other Insights: Marketing Automation Marketing Automation Adoption Still Slow Proliferation of channels and tactics Increasing complexity of marketing function Still, companies remain cautious

26. The Golden Rule Tactics must map to the buying cycle

27. Map to Buying Cycle Key focus of content marketing

28. Map to Buying Cycle Critical role of peer recommendation places emphasis on blogger outreach and influencer marketing

29. Map to Buying Cycle Lead nurturing grows in importance and with it the need for marketing automation Photo credit:Stuart Richards

30. Period of Transition B2B Marketers need to blend

31. What About ROI? Measurement remains essential yet challenging Photo credit: Annna

32. B2B Marketing Lessons

33. Content Marketing Increased spend on websites and webinars = Increased spend on content Photo credit: Nick Ares

34. Content Marketing Content marketing requires both strategy and resources (content producers) CurateSponsor

35. Content Marketing Content can be both “for” and “about” clients From: service.PRWeb.com

36. Content Marketing Beyond the White Paper Content is more than words Extend, repurpose, reuse

38. Community Engagement Identify the influencers Photo credit: Theogeo

45. Brand Awareness

46. Leads

47. Web Traffic

49. Final Thoughts Lead generation remains central to B2B marketing Some traditional tactics continue to deliver but need support from—and integration with—new tactics Importance of online research in buying process drives demand for content strategies The only “silver bullet” is experimentation