Webcast presentation given in November 2011 in London by John Bottom of Base One in association with B2B Marketing

2. Joel Harrison John Bottom
Editor Head of Content & Communications
B2B Marketing Base One Group

3. Changing times, changing
channels: B2B marketing
in the digital age
John Bottom, Base One

4. Research can be
a little boring
sometimes...

5. ...but it helps us
to see what works
with real people.

6. Two important surveys:
The Social Media Benchmark Report
We asked 248 B2B marketers how their organisations were using social
media in order to engage buyers during the buying cycle
The Buyersphere Report 2011
We asked 500 UK B2B buyers how they actually used social media
channels during the buying cycle

7. Social Media Benchmark Survey

8. Are you using social media?
Source: B2B Marketing/Base 2011

9. Do you have a social media
strategy?
Source: B2B Marketing/Base 2011

10. How do you decide on a social
media strategy?
Source: B2B Marketing/Base 2011

11. How do you prove ROI?
Source: B2B Marketing/Base 2011

12. We’re doing all the easy things
We’re skimming the surface

13. We’re doing all the easy things
We’re skimming the surface
If you want a competitive
advantage, the opportunity is
there NOW

14. How is social media being used?
Source: B2B Marketing/Base 2011

15. Poll #1: Twitter usage.
What is your main reason for using Twitter?
1. To broadcast sales messages/offers
2. To broadcast non-sales content
3. To engage in two-way conversation
4. Just to listen
5. We don’t use Twitter
Source: B2B Marketing/Base 2011

16. How is social media being used?
Source: B2B Marketing/Base 2011

17. Community Platform
Juniper J-Central

18. Community Platform
Juniper J-Central

19. Community Platform
Juniper J-Central

20. How is social media being used?
Source: B2B Marketing/Base 2011

21. Real life: the tumbleweed effect

22. Real life: the nightclub theory

23. How will marketers’ view of
channels change?
Source: B2B Marketing/Base 2011

24. How will marketers’ view of
channels change?
Source: B2B Marketing/Base 2011

25. How do you compare on Twitter?
Source: B2B Marketing/Base 2011

26. You are not
Justin Bieber

27. You are not
Justin Bieber
14,595,388
followers
Low B2B
buying power
Little influence in
decision-making
process
Source: Justin Bieber and several
million teenage girls

28. You are a B2B
brand
Measure interest
and investment of
time:
downloads
comments
shares

29. What are the biggest challenges?
Source: B2B Marketing/
Base 2011

30. Seeking approval

31. Seeking approval
Base it on customer
Show plan
Small steps/risks
What if you don’t?

32. What are the biggest challenges?
Source: B2B Marketing/
Base 2011

33. Poll# 2: a matter of time
How long do you spend on social media (planning/research/
execution)
1. Less than 5% of your time
2. Between 5% and 10% of your time
3. More than 10% of your time

34. What are the biggest challenges?
Source: B2B Marketing/Base 2011

35. The Buyersphere Report 2011

37. >1,000 business buyers
Purchase over £20,000
Behaviour directly
linked to purchase

38. How do buyers inform
their purchases?

39. Which information channels
do B2B buyers use?
Source: B2B Marketing/
Base 2011

40. Which information channels
do B2B buyers use?
Source: B2B Marketing/
Base 2011

41. Which information channels
do B2B buyers use?
Source: B2B Marketing/
Base 2011

42. The Generation Gap
FB
BLOGS 18%
15%
FB
BLOGS 7%
5%
under 30s over 30s
Source: B2B Marketing/
Base 2011

43. A growing thirst for information
Source: B2B Marketing/
Base 2011

44. A growing thirst for information

45. A growing thirst for information
Social media is coming,
but slowly
Separate “content” from “social
media”
Use your website to the full

46. What are the biggest challenges?
Source: B2B Marketing/Base 2011

47. The time/resource issue

48. The time/resource issue
Centralised content
Structured plan
Hire content
creators
Audit your
expertise

49. Poll #3: webinars v seminars
What percentage of the events that you organise are online?
1. We don’t do online events
2. Less than 33%
3. Between 33 and 66%
4. Over 66%

50. A growing thirst for information
Source: B2B Marketing/
Base 2011

51. The changing world of live events
Source: B2B Marketing/
Base 2011

52. Think hard
about the way
you use
live events

53. Influence v usage

54. Influence v usage

55. Influence v usage

56. The data capture debate
Source: B2B Marketing/Base 2011

57. More than half
of buyers really
don’t want to
talk about
themselves...
Lead gen
v
brand build

58. How do users share data?
Source: B2B Marketing/Base 2011

59. Sharing
information

60. Sharing
information
Don’t forget
intranets
Or email
Think about
formatting

61. Attitudes towards social media

62. Love social Hate social
media? media?

63. Social media
is here. Deal
with it.

64. Conclusions
Social media is not the answer.
It is a new option.

65. Conclusions
Social media has not made your
life easier.
It has made it more complicated.

66. Conclusions
Thirst for information, but this
does not necessarily mean
current high use of social media
among buyers

67. Constructive advice?
Separate content from social
media: one supports the other.
But they are not the same thing.

68. Constructive advice?
Centralise and plan your content.
It’s too time-consuming to do
otherwise.
And if your content is good,
you’re halfway there.

69. Constructive advice?
Assess audience, messages,
resources.
Only then choose the channels in
line with your capacity/goals

70. Constructive advice?
Don’t get left behind.

71. Constructive advice?
Don’t get left behind.
Don’t over-commit.

72. Constructive advice?
Don’t get left behind.
Don’t over-commit.
Don’t listen to Justin Bieber

73. Q A
Type question here
Joel Harrison John Bottom
Editor Head of Content & Communications
B2B Marketing Base One Group

74. great
Reasons
to fill out the exit survey

75. 3 great
Reasons to fill out the exit survey
Reason 1
You can request the FREE report summaries

76. 3 great
Reasons to fill out the exit survey
Reason 1
You can request the FREE report summaries
Reason 2
You can request a FREE trial of GoToWebinar

77. 3 great
Reasons to fill out the exit survey
Reason 1
You can request the FREE report summaries
Reason 2
You can request a FREE trial of GoToWebinar
Reason 3
You can request the slides from today’s presentation

78. 3 great
Reasons to fill out the exit survey
Reason 1
You can request the FREE report summaries
Reason 2
You can request a FREE trial of GoToWebinar
Reason 3
You can request the slides from today’s presentation
“GoToWebinar offered a range of functions to enable interactive learning that
could fully engage participants in an effective and enjoyable experience.”
Mike Booth
Cable&Wireless Worldwide
www.cw.com

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