All the highlights from the B2B Summit 2014 - featuring facts, statistics and advice from leading B2B marketing practitioners and industry experts.

1. B2B SUMMIT 2014
CRUNCHED
♯b2bsummit14

2. 500 B2B Marketing professionals,
37 expert speakers,
5 workstreams,
2 keynote presentations,
1 unmissable day in June
The B2B Summit
www.earnest-agency.com
18 June 2014
b2bmarketing.net/summit
♯b2bsummit14

3. www.earnest-agency.com
We came, we saw, we crunched…

4. www.earnest-agency.com
Marketing is
different to how
it used to be.
“
”John Heffernan,
Digital Sales Director,
Foundry Comms
So how…?

5. www.earnest-agency.com
In the old world, the analogue CMO
would need to tap dance round the
board room to sell an idea….
“
Caroline Taylor, VP of marketing
and CMO, IBM Europe
…Now it’s all about
evidence and analysis.
”
”

6. www.earnest-agncy.com
80% of all data was produced in
the last 2 years. Data is the new
oil. You need to mine it, process
it and refine it to make it useful
and powerful.
“
”
Caroline Taylor, VP of
marketing and CMO,
IBM Europe

7. There is nothing quite so
useless, as doing with great
efficiency, something that
should not be done at all.
Peter Drucker via
Heidi Taylor, Head of Government
& Public Sector Marketing, PwC
“
”
Because the fact of the matter is…

8. There’s no longer a
digital marketing
discipline. All
marketing is digital.
“
”Caroline Taylor, VP of
marketing and CMO,
IBM Europe

9. www.earnest-agency.com
”
In a sales
process:
21% of time is
spent talking to
sales people.
23% talking to
peers and
colleagues. 56%
on pure online
research.
IDG Connect via David
Fox, CEO & founder,
Fox Parrack Singapour
“

10. www.earnest-agency.com
Those in the know say:
Be social. Create great
content. Optimise your
online presence…

11. 38% of social media
users disengage
because content is
repetitive or boring.
“
” John Heffernan,
Digital Sales Director,
Foundry Comms

12. ”
Gina Balarin,
Content
Manager, Concur
People don’t want good content.
They don’t even want great
content. They want super
relevant content.
“

13. “In the month after the Volvo video,
there were more searches for
‘Volvo trucks’ than ‘great sex’.
”
Fearghal
O’Connor,
Industry
Manager –
B2B software &
services, Google

14. www.earnest-agency.com
Social Media is becoming more
visual. We can process images
600,000 times faster than one
paragraph of text.
“
”
John Heffernan,
Digital Sales Director,
Foundry Comms

15. ”
Having video
on a landing
page increases
conversion by
70%.
“
James Smee,
Co-founder,
Purestone

16. www.earnest-agency.com
“
”
32% of business
buyers look for
customer
testimonial
videos.
Fearghal
O’Connor,
Industry
Manager –
B2B software &
services, Google

17. “
Alex Robertson, Head of
Social Media, Red Rocket
Media
You don’t need a massive follower
base if you engage the right
influencers. Look at it this way,
you don’t go to a party with your
favourite track and shout play my
music as soon as you get there. You
need to find the influencer, the guy
on the decks, and speak to him.
”
Word to the wise:

18. “
”
There are essentially
three types of content:
i) Hero content helps build
awareness and positions your
brand.
ii) Hygiene content offers the
best possible answer to a
customer’s questions.
iii) Hub content helps build
customer loyalty.
Fearghal O’Connor, Industry
Manager – B2B software &
services, Google

19. www.earnest-agency.com
“
”Catherine Toole,
Chairman,
Sticky Content
30% say content plans are hijacked
by other priorities. 29% say c-level
execs interfere with content from
marketing. 11% of content goes
through at least 5 rounds of amends.
But for all the good intentions:

20. “
”
Want less feedback? Ask
for approval, not opinions. Catherine Toole,
Chairman,
Sticky Content
Sound advice…

21. www.earnest-agency.com
“
The future is all about snackable
experiences. When you’re looking
at your website, ask yourself if it’s
delivering that.
”
“
James Smee,
Co-founder,
Purestone

22. www.earnest-agency.com
“
”
Creativity is the only
sustainable business
differentiator.
Alana Griffiths,
Marketing
Stategy Director,
Mason Zimbler
Time to
think
differently?

23. “
”
Every day we are served on average 2,904
media messages. Of which we pay attention
to 52, and positively remember 4.
Elizabeth Smyth, EMEA
Marketing Director,
Marketo
Especially when you need to cut through the noise:

24. “
”
A big idea has
to come from
balancing the
personal needs
of the buyer
with those of
the business.
Chris Wilson,
MD, Earnest
And understanding your
buyers is more important
than ever:

25. www.earnest-agency.com
“
Chris Wilson,
MD, Earnest
Global campaigns
have to be based on a
universal behavioural
insight if they are to be
successful. Otherwise
you end up with brand
camouflage – a lowest
common denominator
approach.
”

26. www.earnest-agency.com
Elizabeth Smyth, EMEA
Marketing Director,
Marketo
“
”
Our marketing communications need to be
like a real conversation – adapting mid
conversation, flowing back and forth,
between communications.

27. www.earnest-agency.com
“B2B brands have a
higher emotional
connection than B2C
brands – because they
actually have a bigger
impact on your life.
They help you get
promoted, they make
you look good, they
make you successful.
James Smee,
Co-founder,
Purestone
”
Opportunity
knocks:

28. www.earnest-agency.com
“
”
Georgina Gilmore,
Senior Director,
global B2B
marketing,
Kaspersky Lab
There's a big difference between
'internal comms' and ‘internal
engagement’. Internal comms
often ends up just being email.
Internal engagement is about
getting on the road and meeting
people face-to-face. You have to do
this if you want your global
campaign to 'land' locally with
regional marketers.
”
It pays to get your own people on
side too:

29. www.earnest-agency.comwww.earnest-agency.com
“
”
Heidi Taylor, Head of
Government & Public
Sector Marketing, PwC
Try not to get so wrapped up in
delivering your campaign that you
forget to write the next chapter.
Think about what comes next?

30. www.earnest-agency.com
5 things that marketing needs to do in future:
1.Use the power of social & mobile
2.Extend the value of physical experiences (e.g.
events) by linking them to online experiences
3.Enhance personal interaction
4.Create experiences by bringing people
together - & extend this to online
5.Manage the privacy and security of customer
data
Caroline Taylor, VP of
marketing and CMO,
IBM Europe

31. www.earnest-agency.com
“
”
We’re not just mad men. We’re
maths men as well. Uniting these
two things is essential to change.
Martin Sorrell via
Alana Griffiths,
Marketing Stategy
Director, Mason
Zimbler
Bear in mind:

32. “
”
If you can’t measure it, don’t do it.
There’s a beauty in numbers.
Phil Clement, Global
Chief Marketing &
Communications
Officer, Aon Service
Corporation

33. www.earnest-agency.com

34. That was the B2B Summit 2014 crunched by:
www.earnest-agency.com
earnest-agency.com
@earnestagency
And a big thank you to:
b2bmarketing.net
Images courtesy of: