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Live with Marketers: B2B Marketing Trends for 2019

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Reject consensus opinion and gain a significant edge over the competition with these top marketing trends for 2019.

Veröffentlicht in: Marketing
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Live with Marketers: B2B Marketing Trends for 2019

  1. 1. Welcome and thank you for joining LinkedIn’s Live Broadcast • We will start at 12pm PT | 3pm ET • Please note that the audio portion will stream through your PC/Laptop speakers. There is no separate dial-in option. Be sure to check your speakers to ensure they are turned on and that volume is at an audible level. • Please enter questions into the Q&A module • Check out the Resources module for the slides and related content • If you have any technical difficulties, please click on the Help widget BEFORE WE GET STARTED
  2. 2. The Top 3 B2B Marketing Trends for 2019
  3. 3. Ty Heath Global Lead, Market Development LinkedIn Peter Weinberg Global Lead, Market Development LinkedIn Jon Lombardo Global Lead, Market Development LinkedIn
  4. 4. Our Trends Are Contrarian By Design 4 ContrarianConsensus Wrong Right Source: Howard Marks
  5. 5. 5 The Originality Delusion 1
  6. 6. But New Isn’t What Sells 2009 6Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign”Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure” new ad campaigns outperform old campaigns 1 5 only in
  7. 7. Don’t Sell “Original,” Sell “MAYA” 7Source: Raymond Loewy, “MAYA Principle” MOST ADVANCED, YET ACCEPTABLE
  8. 8. The War On Brand 2
  9. 9. 9 Direct Response Wins In The Short-Run, But Brand Wins In The Long-Run Source: IPA Study, Marketing Effectiveness In The Digital Era 70% 60% 40% 10% 30% 0% 50% 20% 0 — 6 7 — 18 19 — 30 > 30 Campaign Duration in Months % Reporting Very Large Effects The Conflict Between Long and Short-Term Metrics Direct Response Effects Branding Effects
  10. 10. Acquisition Only 0.2% 10Source: LinkedIn Internal Data 1.5% 1.0% 0.5% 0.0% Brand & Acquisition 1.2% Conversion Rate Synchronize Brand And Demand To Drive Exceptional Performance
  11. 11. Questions?