14 insights on B2B Marketing for 2015 and beyond from @MarketingProfs B2B Forum speakers. Contributors include: Ann Handley of MarketingProfs, Jeannine Rossignol of Xerox, Joel Book of Salesforce, Seth Lieberman of SnapApp, Tom Webster of Edison Research, Susan Emerick of Brands Rising, Steve Garfield, Jennifer Sable Lopez of Moz, Kerry O’Shea Gorgone of MarketingProfs, Jason Miller of LinkedIn, Jim Greenway of T.D. Williamson, Lee Odden of TopRank Online Marketing, Jon Miller of Marketo and Brian Massey of Conversion Sciences. This is a Visual eBook produced by @TopRank Online Marketing.

1. MARKETINGB2B
2015
14 Visions of the Future You Can Use Today
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2. Strategic insight from marketing leaders is a currency of sorts. Smart marketers
gather it up and share it in order to elevate marketing. As experts look forward
together, industry trends become apparent.
Content marketers are no longer deluded by the notion that “more is better.”
Forward-thinking marketers are focused on creating higher-quality,
more-efficient content.
This visual eBook is an example of that focus. Here we offer insight from 14 B2B
marketing leaders at companies such as ExactTarget, Marketo, Xerox, LinkedIn
and more to inspire and guide you through the B2B marketing year ahead.
Want to see experts like these in action? Elevate your skills by attending the
MarketingProfs annual B2B Marketing Forum in Boston. Register while early
bird rates are still in effect.
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3. Ann Handley
@AnnHandley
Joel Book
@JoelBook
Tom Webster
@Webby2001
Steve Garfield
@Steve Garfield
Kerry O’Shea Gorgone
@KerryGorgone
Jim Greenway
@wowjim
Jon Miller
@jonmiller
Jeannine Rossignol
@j9rossignol
Seth Lieberman
@sethwlieberman
Susan Emerick
@sfemerick
Jennifer Sable Lopez
@jennita
Jason Miller
@JasonMillerCA
Lee Odden
@leeodden
Brian Massey
@bmassey
Our B2B Marketing Visionaries
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4. LET’S MAKE MARKETING MAGIC
OCTOBER 20 - 23 | BOSTON
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5. Less is more.
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6. TL;DR (Too Long; Didn’t Read)
will be replaced with GR;LI
(Great Read; Loved It).
Ann Handley
@annhandley
Chief Content Officer at MarketingProfs
Author of Everybody Writes

7. Step up
your customer
service game.
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8. CMOs will be charged with
creating customer service
communications, essentially becoming
the Chief Journey Officer.
Joel Book
@joelbook
Director of eMarketing Education at Salesforce
ExactTarget Marketing Cloud

9. Gain deeper
customer insights.
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10. B2B marketers should know
as much about their buyers as
B2C marketers know about theirs.
Tom Webster
@webby2001
VP of Strategy at Edison Research

11. Consult, don’t sell.
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12. B2B buyers will expect salespeople to
be more like consultants that inform
and guide them to a purchase decision.
Steve Garfield
@stevegarfield
Investor, Writer , Humorist
at SteveGarfield.com

13. Think mobile
commerce.
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14. Mobile commerce will overtake
traditional payment methods in the
consumer space. B2B is next.
Kerry O’Shea Gorgone
@KerryGorgone
Instructional Design Manager,
Enterprise Training at MarketingProfs

15. Be more social.
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16. B2B marketing winners will be the ones
with the stronger social connections
to the market.
Jim Greenway
@wowjim
Manager, Online Marketing
at T.D. Williamson

17. Predict and
personalize.
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18. Evolved marketing automation will use
predictive analytics to help companies
deliver personalized interactions
with buyers.
Jon Miller
@jonmiller
VP of Marketing and Co-founder
of Marketo

19. Think of your B2B
customers as B2C.
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20. There will be no distinction
between B2B or B2C. Everything is
marketed to the individual.
Jeannine Rossignol
@j9rossignol
Vice President of Marketing
at Xerox Global Services

21. Get ready for a
promotion.
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22. CMOs will take the lead for promotions
to CEO positions, thus elevating everyone
in marketing. As marketing becomes
the single biggest driver of business
growth, CMOs will ascend to run ‘the
whole shebang.’
Seth Lieberman
@sethwlieberman
Founder and CEO of SnapApp

23. Activate
to advocate.
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24. Employee advocacy is picking up steam and will
become the next big social media mega trend.
Susan Emerick
@sfemerick
Founder and CEO of Brands Rising

25. Find stories in
your data.
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26. Companies will quickly turn customer
data into real-time, relevant content
for their communities.
Jennifer Sable Lopez
@jennita
Director of Community at Moz

27. Get fresh
perspectives.
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28. B2B companies will increasingly hire
B2C agencies for fresh perspectives, new ideas
and to learn how to better humanize
their messaging and campaigns.
Jason Miller
@JasonMillerCA
Senior Manager, Content Marketing
& Social Media at LinkedIn

29. Go forth and
co-create.
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30. By co-creating content with their
community and influencers, B2B
marketers will increase quality and
effectiveness while elevating relationships.
Lee Odden
@leeodden
CEO at TopRank Online Marketing

31. B2Be human.
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32. Marketers who realize that their B2B
buyers are actually ‘human’ and not
companies will create the most engaging,
effective content.
Brian Massey
@bmassey
The Conversion Scientist

33. ARE YOU READY?
LET’S MAKE MARKETING MAGIC!
OCTOBER 20 - 23 | BOSTON
NOW THROUGH MARCH 31 GET $800 OFF
WITH THE “EARLIEST BIRD” RATE!
Register Now!

34. BE THE BEST ANSWER
FOR YOUR CUSTOMERS
Buyers seeking solutions now discover and consume content anywhere, anytime.
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Online Marketing delivers integrated content marketing solutions to
help your brand become “the best answer” wherever customers are looking.
Learn More About TopRank®
Digital Marketing Services
Visit TopRankMarketing.com
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