B2B Marketing Trends (You Can't Afford to Ignore) Presented by Maria Walz at the 2017 Women in Ag Summit in Minneapolis, MN.

1. B2B Marketing Trends
(You Can’t Afford to Ignore)

2. B2B vs. B2C marketing strategies
• Cycle from prospect to
customer is longer for B2B.
• B2B product/service education
takes more time.
• B2B has more complex
decision-making unit or process.
• B2B products are often more
complex.
• B2B budget allocation/approval
process is longer.
• Personal relationships are more
important in B2B.
• B2B consumers are longer-term
buyers.
• B2C rely far more on packaging.

3. Brinker, Scott. “Marketing Technology Landscape Supergraphic (2017):
Martech 5000.” Chiefmartec.com. Scott Brinker, May 2017.

5. Brinker, Scott. “Marketing Technology Landscape Supergraphic (2017): Martech 5000.” Chiefmartec.com.
Scott Brinker, May 2017.

6. Marketing Trend #1
Marketing Automation
Definition: a category of technology that allows
companies to streamline, automate and measure
marketing tasks and workflows, so they can increase
operational efficiency and grow revenue faster.

7. Marketing Automation –
According to Nuclear Research, 95% of companies
report some benefit from marketing automation.
They found companies can expect to achieve an
increase in marketing staff productivity between 1.5-
6.9% and increase sales productivity by 4%.

8. Marketing automation features or
benefits:
• Email triggers and responses that vary.
• Automates scoring and nurturing leads with relevant content.
• Increase client and prospect engagement by hitting the target’s inbox at the right
time with the right message.
• Drive e-commerce revenue, generate and nurture leads, accumulate customer
intelligence, manage cross-channel campaigns and account based marketing.
• Lead scoring – know when to move prospect to sales.

9. Marketing automation = lead scoring
made easier
Lead scoring helps determine when prospects are actually ready to
speak with sales.
Lead scoring is creating a point structure
• Job title
• Industry
• Company size
• Website activity
Once a certain predetermined score is achieved they can receive
different automated emails, or move to sales to be contacted
formally.

10. Return on lead scoring
• Fewer opportunities lost.
• Less time wasted.
• Better sales opportunity.
• Higher lead ROI.
• Increased conversion rate.

11. Marketing Trend #2
Content Marketing
Strategies
• Personas
• Longer content
• Visual content
• Influence marketing

12. Marketing Trend #3
Social Media
LinkedIn and Twitter
YouTube and SlideShare
Google+
Influence marketing
Significant ROI generated from social media

13. Marketing Trend #4
Experiential Marketing
• Experience your brand.
• Emphasize brand awareness and development.

14. Experiential Marketing
Methods
• Conferences
• Tradeshows
• Collateral
• Engaging the audience
 Post office discounts
 Interactive images
 Virtual reality
 Geolocation

15. Marketing Trend #5
IP Targeting
• Household or business targeting
• Captive audience
• Reverse append

16. Business IP Targeting

17. Captive Audience
• Selecting locations – hotels, tradeshows, or conventions.
• Map the IP addresses of these locations.
• Serve targeted digital ads.

18. Reverse Append
• Place pixel on your website.
• Set trigger points.
 Pages visited
 Time on site
 Frequency of visit
• Pixel collects IP addresses and then matches to a
physical address.
• Follow up with site visitors via direct mail (marketing
automation).

19. Marketing Trends
1. Marketing Automation – automate and measure
marketing tasks, including lead scoring.
2. Content Marketing – visual, influential and longer.
3. Social Media – LinkedIn, Twitter, SlideShare and YouTube.
4. Experiential – tradeshows, interactive pieces with
emphasis on brand awareness not conversion.
5. IP Targeting – Business/household, event or reverse
append.

20. Questions?
What tactics have you
added to your B2B
marketing program?

21. Thank You!