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B2B Marketing 2015

  1. 1. © DirectionGroup 2014 B2B Marketing in 2015 – predictions from DirectionGroup December 2014
  2. 2. Top picks from 2014
  3. 3. The viral campaign stampede
  4. 4. Wearable technology Source: Apple Corp Source: Apple Corp
  5. 5. Hubspot integrates CRM
  6. 6. Internet of Things & connected devices come to the fore Source: Google Corp
  7. 7. Beacons, RFID, NFC and all things contactless Source: www.mobilosoft.com
  8. 8. 2015
  9. 9. “It’s tough to make predictions, especially about the future.” Lawrence ‘Yogi’ Berra, New York Yankees It’s almost impossible to be wrong! Source www.redeye.com
  10. 10. 2015 economic factors
  11. 11. 2015 economic factors Image:dreamstime.com
  12. 12. Top influencers on B2B in 2015
  13. 13. Top 5 influencers of B2B Marketing in 2015? Jean-Claude Juncker Jeff Weiner- LinkedIn ? Next UK Chancellor Joe Pulizzi – Content Marketing Institute Facebook at Work
  14. 14. Customers in 2015
  15. 15. More but better content Longer decisions Omni- channel media Self- directed buying Buyer funnel not sales funnel
  16. 16. Personas & Customer journey mapping Source: Boston Consulting Group
  17. 17. TypicalContentassets Press/online advertising Event attendance Word of mouth (Advocacy) Search & social Analyst reports & white papers Owned Research Web presence Industry bodies & associations Press/PR Thought leadership content Campaign microsites (pURLs) Testimonials Analyst reports Targeted ads Our own events & webinars Videos White papers & guides Social media listening & participation Case studies Tailored product proposition Peer Forums ROI aides Practical ‘how to’ guides Recommendations and references Formal sales presentations Competitive analysis ROI/ROSQ calculator Welcome packs ‘Get the most from’ guides Customer portal – and community User group events Newsletters Customer webinars Content for the buyer journey Case studies/ videos SALES ENABLEMENT: - Apps - Flipbooks - Training - Battle cards - FAQ/TAQ - Sales presentation Comparison guide Analyst reports FAQs Changes over time Recognition of needs Evaluate options Committing to a SolutionProblem defined Justifying the Decision Onboarding Changes over time Recognition of needs Problem defined Exploring Possible Solutions Loosening of the Status Quo Committing to Change Defining the problem Early stage awareness Awareness and early need identification Demonstrate we have the most compelling proposition Ensure seamless customer on-boarding – min. time to value Ourtask Education Solution Vendor Selection Influence how they define their problem and solution Close the sale and maximise the value of the deal. Slideshare Peer Forums
  18. 18. Buyer Persona Who are our buyers? Demographics and interests? What is their typical background? What is their typical experience? Job role - what are their areas of focus and responsibilities? What are their typical roles in the organisation? What do they like about their role? What frustrates them about their role? Goals What are our buyer’s goals? What are our buyer’s personal goals? What organizational goals affect their buying behaviour? Buying Process What buying process do our buyers follow? What is their role in the buying process? What decision criteria do they apply to purchases? How does procurement govern the buying process? Pain Points Which attitudes help/hurt us on the part of buyers? What perceptions & beliefs do our buyers have? Perceived barriers to purchase? Typical day? What does a typical day look like? How do buyers balance personal and professional needs? What interaction does the buyer have with our category on daily basis? Unanswered questions? What are the typical unanswered questions that buyers have? What information would answer those questions? Timing What are the seasonal patterns of our buyers? How does formal budget planning affect timing? What is the normal end- to-end buying cycle? Channels/Media Which channels/media do our buyers use to acquire information? What external sources do they frequent? Where are our buyers socially? Influencers, Stakeholders, Buying Team Who are key stakeholders? Who are internal influencers? External influencers? Who participates in the buying team? What role does buyer persona have on buying team? Who participates in the approval process? Content and information What information and data references do buyers rely on? How do buyers utilize and share content? What types of content affects purchase decisions? What are the types of content they seek and when? Buyer Persona template Name: Job Title: With thanks to Tony Zambito
  19. 19. Our Top Picks for 2015
  20. 20. 1. The return of the ‘Good Idea’
  21. 21. Consumerization of tech brings B2C and B2B closer together Buyers buying like consumers The need to ‘Humanise’ the messaging in language and content The re-emergence of the importance of having a good idea Source: img.docstoccdn.com
  22. 22. Examples of GREAT ideas in 2014
  23. 23. 2. Content rationalisation: Quality vs Quantity
  24. 24. Infobesity - there are 27,000,000 pieces of content shared every day Source: Hubspot 2014
  25. 25. Qualities of truly effective content RELEVANT COMPELLING TIMELY
  26. 26. 3. Talk like a Human
  27. 27. The 80/20 Rule for Content Focus – talk about them not you 20% 80% About YOU About THEM
  29. 29. 4. B2B Storytelling
  30. 30. 3 scientific reasons why stories work Mirror neurons - specific brain cells which are stimulated according to what we see and hear Neural coupling - Our brain patterns quickly mimic those of the story teller Source:google.com
  31. 31. 5. Content distribution & Native advertising
  32. 32. Native advertising • Companies will learn publication is only first step; value comes from distribution • Pay to play. The days of entirely free reach are over. • Advertisements become less blatant as marketers favour ads integrated with content The Native Matrix Who is it written by? Editorial staff Sales staff/ ad agency Brand execs Who is it published by? Publisher Public relations Sponsored content/ Native advertising* Brand journalism/ Thought leadership Brand Content marketing Marketing Blogging *Sponsored content is designed to be read; native advertising is designed to be shared. Source: Jay Rosen - Reuters Native : “sponsored content, or a signpost to that content, placed in a relevant context which does not interrupt the audience’s consumption of the editorial content”
  33. 33. “It’s already happening, but 2015 will be the year of paid amplification. With content marketing reaching near-ubiquity, the success pendulum will swing toward boosting consumption of content. That will put a new focus on math, testing and optimization as content production and content distribution become equally important.”Jay Baer - President, Convince & Convert & author of ‘Youtility’
  34. 34. 6. Mobile breaks through – finally!
  35. 35. Driven by: • Social • Responsive design • Mobile content • 4G penetration/5G pending • Falling handset costs NB mobile’ doesn’t necessarily mean ‘on the go’ – away from fixed line even if fixed line is available. 2015 tipping point
  36. 36. Mobile is this break through year for B2B? Google say a site will be ‘mobile friendly’ if: • Avoids software that is not common on mobile devices, like Flash • Uses text that is readable without zooming • Sizes content to the screen so users don't have to scroll horizontally or zoom • Places links far enough apart so that the correct one can be easily tapped http://googlewebmastercentral.blogspot.co.uk/2014/11/helping-users-find-mobile-friendly-pages.html
  37. 37. 7. Sales enablement
  38. 38. The role for Sales is changing Image:theguardian.com
  39. 39. What is sales enablement? The activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects …a function that plays a critical role in readying sales to succeed in an ever changing and increasingly challenging marketplace’
  40. 40. “In 2015, digital marketing will converge with digital selling in a meaningful way. Marketing (one to many) and sales (one to one) are beginning to use the same techniques of content creation and real-time engagement. The best organizations will not run marketing and sales as separate “departments” but will merge the two functions into one customer facing organization focused on revenue generation.” David Meerman Scott, Author ‘The New Rules of Marketing & PR’
  41. 41. 8. Exploding Martech
  42. 42. “The B2B Marketing organization of the future will be organized around data, content and technology.” Michael Brenner, Newscred
  43. 43. Gartner predicts that, by 2017, the CMO will have a larger IT budget than the CIO ‘NextGen’ CRM Marketing Sales Customer Service
  44. 44. What technologies do you need to help you?
  45. 45. 9. Account Based Marketing
  46. 46. Source: SiriusDecisions Summit 2014 Approximately half of respondents have an Account Based Marketing strategy ABM – ‘When a brand considers and communicates with individual prospect or customer accounts as markets of one’ ABM strategies and programmes have evolved as sales and marketing alignment improves.
  47. 47. 10. Visual content & Video
  48. 48. The power of visual content 90%Info transmitted into brain is visual (Source: 3M) x69,000Faster visual processing than text (Source: Zabisco) x3More inbound links for posts with video (Source: SEOMoz) Image:Volvo.com
  49. 49. What the industry is saying Video is 6x more effective than print and online (Atlas) Video content can increase the chances of Google ranking x53 times (Cisco) 75% of executives watch business-related videos every week (Forbes) Of those, 65% visit the marketer’s website after viewing a video 50% then went on the make a purchase for their business 90% online shoppers found video helpful in making purchase decisions (Comscore)
  50. 50. What the industry is saying Why Online Video is the future of online marketing… (The Guardian) Video trumps, blogs, case studies, white papers… (Business To Community) Video is the new leader in lead generation (Content Standard) Is video now the most effective method of b2b marketing? (Mobile marketing Watch)
  51. 51. The type of video for the ‘journey’
  52. 52. Scarecrow
  53. 53. Contact Geraint Holliman GeraintH@directiongroup.com @geraintholliman /geraintholliman Eoin Rodgers EoinR@directiongroup.com @eoinrodgers /eoinrodgers @Direction_grp #dgedge Check-in