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Predictions from the front-line of B2B Marketing 2016

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Predictions from the front-line of B2B Marketing 2016

  1. 1. …were mad about content …got down and dirty with social …professed the virtues of inbound AND outbound …wrestled with marketing automation …laughed in the face of the adblockalypse …and finally moved from outputs to outcomes… If 2015 was the year B2B Marketers…
  2. 2. What lies ahead in 2016?
  3. 3. #1 IT WON’T BE ABOUT THE PATH TO PURCHASE, BUT PATHS TO PURCHASE
  4. 4. The days of the ‘typical’ B2B buyer are long gone.
  5. 5. The B2B buying cycle has splintered into lots of decision- making moments at every stage of the funnel.
  6. 6. In 2016, it will be all about winning the micro- moments* *aka. micro-yesses Google Micro- Moments report
  7. 7. Persuading buyers and influencers to: • Watch your video • Click that social link • Open your email • Share the infographic • Read your guide • Interact with your site Etc… Engaging with your brand
  8. 8. [Don’t underestimate them.] All these micro-yesses lead to one BIG YES to choose your brand. Earnest Yes Factor SlideShare
  9. 9. #2 ANOTHER MORE INTERESTING BRAND WILL ONLY EVER BE A CLICK AWAY
  10. 10. Look at it this way, B2B buyers can’t go anywhere these days without being awash with content. Image source: Flickr, Mark Smiciklas
  11. 11. So if they spare a moment to: Think of it as a privilege. …skim …read …watch …share yours
  12. 12. [74% say they have even less time to review content than last year] Do them a favour DemandGen Content Prefs Report
  13. 13. Ruthlessly edit yourself If you can’t be bothered to: Read your 12 page report Sit through your 3 min video Wade through your infographic How the hell can you expect your audience to?
  14. 14. Win the micro-yes, by being the most interesting thing they’ve discovered today.
  15. 15. #3 STRATEGIC MARKETERS WILL THINK IN TERMS OF CONTENT PACKAGES
  16. 16. Bite-sized content, it’s all the rage don’t you know.
  17. 17. But for too many marketers: more snackability = less substance
  18. 18. Savvy marketers are thinking differently
  19. 19. 2016 will be the year of the content package 53% of b2b buyers strongly recommend marketers create them DemandGen Content Prefs Report
  20. 20. Think related content bundled in smart ways for the buyer’s convenience… Soundbites Snippets Deep-dives   
  21. 21. Respecting Their time. Their effort. Their intellect. Their thirst to know more (on occasion).
  22. 22. #4 2016 WILL BE THE YEAR OF DOING IT WITH FEELING
  23. 23. There’s never been a better opportunity to create an emotional connection with your brand.
  24. 24. In 2016, don’t just think experiences. Think immersive experiences.
  25. 25. Video just got that bit more interesting IDG says 61% of B2B buyers watch mobile videos relating to work (we think it’s more) IDG Global Mobile Study Findings
  26. 26. Interactive video Honda Other Side campaign
  27. 27. Personalised video Idomoo examples
  28. 28. 360 degree video Now supported by: Wired mind- blowing examples
  29. 29. Google Cardboard (£3 quid) + Smartphone (Android or iOS) + YouTube VR video = Virtual Reality experience
  30. 30. See it as a virtual window of opportunity to engage with your buyers.
  31. 31. #5 BUYERS WILL WANT TO LISTEN – SO BE THE BRAND THAT GETS HEARD
  32. 32. In 2015, podcasts made a come back
  33. 33. Apple has surpassed 1 billion subscriptions for podcasts via iTunes Podcast research
  34. 34. Audio on-demand = Wholly captivating Who said attention spans are dead, when people will listen to 25 min podcast episodes back to back?
  35. 35. 67% of podcast listeners don’t mind sponsorship messages Kapost Podcast Statistics
  36. 36. Don’t miss out Branded content is getting a shot in the arm Image source: Flickr, Sascha Kohlmann
  37. 37. #6 IT WON’T BE ABOUT DESTINATIONS, BUT PIT STOPS
  38. 38. For too long, we’ve been trying to drive our B2B buyers places
  39. 39. And when they get there, they can be just plain disappointing
  40. 40. So 2016, will be more about being in the places they like to hang out.
  41. 41. Expect to see more brands take up residence on social platforms (rather than build their own content hubs) Oktopost infographic WHY?
  42. 42. So their content sits on an altogether bigger doorstep in a more familiar and convenient neighbourhood
  43. 43. #7 THINGS WILL START TO TALK TOGETHER AND BE A WHOLE LOT MORE ACCOUNTABLE
  44. 44. Over half of B2B marketers still cite proving ROI as their No.1 challenge HubSpot study
  45. 45. Why? Too many Too few Too complex Too simple Too many excuses Systems
  46. 46. While they’ve been implementing CRM Web & Social Analytics Marketing Automation
  47. 47. It’s just led to a bigger data problem and even less insight
  48. 48. In 2016, organisations will see the value of joining the dots Using smart APIs to make it happen
  49. 49. Making marketing attribution easier Answering questions like: What worked? What didn’t? What actually led to sales? What value are we adding?
  50. 50. #8 IT’S LAST CHANCE AT THE MOBILE SALOON
  51. 51. 86% of B2B buyers access content on their mobile phones [60% on their tablets] DemandGen Content Prefs Report
  52. 52. That’s almost 2x as many as the year before.
  53. 53. Mobile usage happens in bursts As people seek to fulfil the… …moments Google Micro- Moments report
  54. 54. It pays to: Be there Be useful Be quick
  55. 55. If you don’t, chances are a competitor will be.
  56. 56. #1 IT WON’T BE ABOUT THE PATH TO PURCHASE, BUT PATHS TO PURCHASE #2 ANOTHER MORE INTERESTING BRAND WILL ONLY EVER BE A CLICK AWAY #3 STRATEGIC MARKETERS WILL THINK IN TERMS OF CONTENT PACKAGES #4 2016 WILL BE THE YEAR OF DOING IT WITH FEELING #5 BUYERS WILL WANT TO LISTEN – SO BE THE BRAND THAT GETS HEARD #6 IT WON’T BE ABOUT DESTINATIONS, BUT PIT STOPS #7 THINGS WILL START TO TALK TOGETHER AND BE A WHOLE LOT MORE ACCOUNTABLE #8 IT’S LAST CHANCE AT THE MOBILE SALOON 8 Predictions for 2016
  57. 57. www.earnest-agency.com Share your own predictions for 2016 #b2bpredicts @earnestagency All images courtesy of Unsplash.com unless otherwise stated
  58. 58. www.earnest-agency.com

Hinweis der Redaktion

  • http://www.demandgenreport.com/industry-resources/research/3141-2015-content-preferences-survey-buyers-value-content-packages-interactive-content-.html
  • http://tonyzambito.com/role-emotions-goals-b2b-buying-decisions/
  • http://www.getsmartcontent.com/blog/2015/10/weve-passed-the-mobile-tipping-point-now-what/
  • http://digitalsynopsis.com/advertising/honda-civic-type-r-the-other-side/
  • https://idomoo.com/gallery/
  • http://www.wired.co.uk/news/archive/2015-08/12/9-mind-blowing-360-degree-videos
  • http://podcastpowermarketing.com/podcasting-is-the-next-big-content-marketing-opportunity/
  • http://marketeer.kapost.com/podcasting-stats/
  • Flickr – Sascha Kohlmann
  • http://blog.oktopost.com/wp-content/uploads/2014/03/okto-infographic.jpg
  • http://www.marketingdive.com/news/proving-roi-is-main-marketing-challenge-for-b2b-b2c-hubspot-study/408120/)

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