We are in a golden age for B2B marketing. What used to be the poor relation to B2C marketing is now the cool older brother. The reality is the exciting stuff is in B2B. Why? Well, unlike B2C we have to cover multiple decision makers, varying personas and conflicting needs. We have to take several individuals on a multi-month journey and we have to do all of that in a digital world. And that’s a world where good is not enough. It's all about logic, emotion, proof, business value, entertainment, ROI, being engaging, forging long-lasting relationships, delivering on promises, exciting customers. Find out how you combine science and art and put the emotion in B2B marketing to really excel.

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Science + art: Getting emotional in B2B marketing
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

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B2B Marketing is Maths
@jwatton3

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Noise
The average individual is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012

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Problem: Noise
In the time it took you to read this sentence,
20 millionemails have been sent.

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Right time
Right place

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Numbers on the table
 Impact
 Visibility
 Predictability
 =Credibility!
$$ Marketing sourced revenue
Won Opps
SALs from telesales
MQLs from marketing
Inbound Inquiries
$$ New Business Target
Channels
@jwatton7

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Sorry Roger.
You’re being replaced by
an ad exchange.
@jwatton

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When data-driven marketing goes wrong
@jwatton9

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B2B Marketing is Creativity
@jwatton10© 2015 Adobe Systems Incorporated. All Rights Reserved.

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Reliable
They understood us
Cutting Edge
Safe bet
Honest & Open
Innovative
Good Chemistry
Trustworthy
Attentive Service

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Getting emotional in B2B
=
Personalisation + Confidence
@jwatton13

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Personalisation
is the use of data to deliver a relevant
and engaging experience to a consumer
across channels and devices
@jwatton14

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10%
Conversion rates
Why this is important
19%
Uplift in sales
14%
Click-through rates
@jwatton15

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GREAT marketing is all about CONFIDENCE
 To have the confidence to
 Not talk about US
 Be HUMAN
 Pick a HOT issue
 Have a STRONG opinion
 Be CONTROVERSIAL
 Be INDEPENDENT
 Take a RISK
 Have some FUN
@jwatton19

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Right message
Right time
Right place

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Organisations have to Transform
help
@jwatton
Organisations have to Transform

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74% of Adobe’s Marketing Spend is on
Digital
@jwatton

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Digital = Data
@jwatton24

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What’s Different About Digital? Everything.
People
Process
Technology
New skills:
“Bring in the
Nerds”
Strategic In-
sourcing
Single view across
owned, earned &
paid media
“Always On”
marketing
A single source
of truth
Ongoing testing
and iteration
@jwatton

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BEFORE - “Portfolio Marketing”
People KPIsTechnology
Display
Search
Site
Outsourced mix
+ DFA
+ various
agencies
CPA
(trials, orders)
+ 8 agencies
worldwide Outsourced mix
CPA + ROI
(trials, orders)
Adobe Target, Adobe Analytics
RPV
(revenue per visit)IT, Analytics
@jwatton

27. © 2015 Adobe Systems Incorporated. All Rights Reserved. 27
AFTER - “Marketing by the Numbers”
People KPIsTechnology
Display
Search
Site
DMP: AudienceManager
DSP: AMO+
Dynamic Ad Targeter (future)
+ DFA
5
CPA
(trials, orders,
subscriptions)
No
agencies
SEM: AMO, Target, Analytics
SEO: BrightEdge
Site: Search&Promote,
Google Search
CPA + ROI
(trials, orders, subscriptions)
Report across SEM, site, SEO26
12 SEM
7 SEO + site
7 operations
No agencies
Target, Analytics
(AMO, Data Workbench)
RPV
(revenue per visit)
Subscription rate +
Subscription mix
IT, Analytics
Campaign
Web Strategy
eCommerce10
@jwatton

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$349
$350
$351
$352
$353
$354
$520
$530
$540
$550
$560
$570
0% 50% 100% 150%
$MillionsProfitContribution
$MillionsRevenue
@jwatton
“Not taking a risk, is a risk”

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@jwatton29

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Example : Click Baby Click
31 @jwatton

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OVER 3MILLION VIEWS
IN EXCESS OF 2.5MILLION
MINUTES WATCHED
3,012 SHARES
899 FAVOURITES
699 COMMENTS
531 SUBSCRIBERS
….. AND GROWING

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Channels : Its all about balance
@jwatton

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Art + ScienceThe NEW B2B Marketer
@jwatton

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29-30 April, 2015 | ICC, ExCel, London
38

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