A Glimpse into 2014 Game Changers
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The document summarizes findings from research on content marketing, email marketing, and social media marketing trends in 2014. It identifies five game changers for B2B marketing in 2014: 1) Content marketing will shift to storytelling and how-to help customers. 2) Social, email, web, and mobile integration. 3) Personalization and microtargeting. 4) Intelligence and data visualization moving to the cloud. 5) Increased sales and marketing collaboration. SAP examples show how these game changers can be leveraged to improve ROI.
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A Glimpse into 2014 Game Changers
- 1. A Glimpse into 2014 Game Changers Christopher Hosford, East Coast Bureau Chief Crain's BtoB|BtoB Online.com Pam A. Evans, Consultant |Pam A. Evans Marketing Jerry L. Nichols, Senior Director|SAP Global Marketing
- 2. Session Overview • BtoB Market Findings • 2014 Game Changers in BtoB • SAP – A View of Game Changers in Action
- 4. Select Findings From BtoB Research • • • • Content marketing Email Social Media From Good to Great
- 5. Content Marketing Practices & Trends
- 6. Content Marketing: Speeding up! 2013 2014 Stage 5 Stage 5 Stage 4 Stage 4 Stage 3 Stage 3 Stage 2 Stage 2 Stage 1 Stage 1 N=197 Source: BtoB magazine: Content Marketing Research, August 2013
- 7. Content Marketing: What’s the Point? Lead generation Brand awareness Thought leadership Sales Customer acquisition Lead nurturing Engagement Customer retention Website traffic SEO N=197 Source: BtoB magazine: Content Marketing Research, August 2013
- 8. Content Marketing: How it’s done? Social media Articles Videos Live events E-newsletters White papers Case studies Blogs Webinars Newsletters Online surveys Microsites N=197 Source: BtoB magazine: Content Marketing Research, August 2013
- 9. Content Marketing: How it’s not! Infographics Research reports Bylined articles Smartphone apps Mobile content Branded content tools E-books Tablet apps Podcasts Digital magazines Virtual conferences Gamification N=197 Source: BtoB magazine: Content Marketing Research, August 2013
- 10. Email Marketing Practices & Trends
- 11. Email Marketing: Budgets are up Increase Stay the same Decrease N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 12. Email Marketing: What’s the point? Customer retention Customer acquisition TransPromo Brand awareness Lead nurturing Cost reduction N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 13. Email Marketing: What helps Segmented content Lead nurturing Quality content List segmentation Personalization Data analysis Automation/triggers List hygiene N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 14. Email Marketing: Going mobile Use fewer images, less copy Add mobile version link and landing page Redesign for touch Use CSS techniques to scale images and text to screen size Use single column, not multiple columns N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
- 15. Social Marketing Practices & Trends
- 16. Social Marketing: Near saturation Stage 1 Stage 2 Stage 3 Stage 4 N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013 Stage 5
- 17. Social Marketing: What’s the point? Branding Product/event promos What’s happening? Traffic building SEO Lead generation Competitive intel Customer feedback Customer support Sales/revenue Product development Product co-creation N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
- 18. Social Marketing: Really ‘liked!’ LinkedIn Blogging YouTube Twitter Facebook Customer Communities Google+ SlideShare Pinterest Flickr Tumblr Stumbleupon Scribd N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
- 19. From Good to Great Challenges & Opportunities
- 20. Good to Great: Challenges Need for faster, more relevant touch points in the market Reduced resources Difficulty measuring ROI Difficulty in making offers and timing customer-specific Current solutions fail to provide meaningful analytics Weakening effectiveness of marketing Declining brand awareness N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
- 21. Good to Great: Factors of Success Ability to track ROI due to technology Use of social media marketing Shift of power to customer Maturation of demand gen and lead nurturing Mobile marketing opportunities Fragmentation of media Data cleansing improvements N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
- 22. 2014 Game Changers in BtoB
- 23. 2014 Game Changers 1. Content Marketing Shifts to Story Telling and How To Help The Customer 2. Integration of Social with Email, Web and Mobile 3. Personalization and Micro targeting 4. Intelligence Goes To The Cloud and Visualization Becomes Pervasive 5. Sales and Marketing Collaboration
- 24. #1 Content Marketing - Story Telling ATT Home Security stories on all channels
- 25. #1 How to Help the Customer “Great Content is relevant, intelligent, useful and entertaining”
- 26. #2 Integration of social with email, web and mobile Linkage Strategies Responsive Sites
- 27. #2 Integration of Social with Email, Web and Mobile My Permissions Site
- 28. #3 Personalization and micro targeting Cognitive brain emulations
- 29. #3 Real-time data integration and targeting Display, Vendor sites and social media
- 30. # 4 Intelligence Goes To The Cloud and Visualization Becomes Pervasive
- 31. # 4 Visualization Becomes Pervasive
- 32. #5 Sales and Marketing Collaboration
- 33. #5 GE Capital Sales Collaboration
- 34. SAP Game Changers in Action
- 35. How can we leverage 2014 game changers to drive ROI?
- 37. SAP Game Changers in Action Live Demonstration
- 38. Guiding Principles for Performance Management KPIs are aligned to strategic initiatives Clear and defined organizational roles & responsibilities Success is defined, goals are data-driven and agreed upon Metrics for KPIs are quantitative, scalable, and repeatable Insights should be understandable, timely, usable, and fun!
- 39. Thank you!
- 40. Contact Information Christopher Hosford, East Coast Bureau Chief Crain's BtoB |BtoB Online.com chosford@crain.com Pam A. Evans, Consultant |Pam A. Evans Marketing pam@pamevans.net Jerry L. Nichols, Senior Director|SAP Global Marketing jerry.nichols@sap.com
Editor's Notes
- UPS and ATT are two great examples of how companies are using a story to differentiate their brand. UPS uses its carriers and the daily stories about how they help others to showcase them as the unsung “heros.” They have gained over a million fans on Facebook and hundreds of thousands viewers on LinkedIn who can relate to their company in a personal or human way.ATT Home Security tells you how its products will help your home stay safe.
- Jay Baer’s Youtility Book gives a number of examples of how to win customers by providing useful, relevant content that helps them do their jobs.
- IBM uses social as a surround to all other marketing programs and has developed microsites like the Big Data Hub shown here that are integrated with email and mobile tactics.
- My permissions is an example of how you can manage all the various social and online devices which have become such a key part of marketing efforts today. Companies are using a 360 degree approach to marketing that will leverage social as a core strategy for all other marketing along with the expectations customers will manage the messages and store the items they need in a purchase decision.
- Tickle.me uses cognitive targeting to improve display advertising by predicting where prospects will visit and delivering only relevant content to those online destinations. This behavior mapping software can be thought of as real-time bidding on steroids.
- Using behavior models aligned with the brain’s emulation centers, this software predicts clicks to match a personal profile of a company’s customer or persona, dramatically improving click-throughs and conversions.
- Intuit has a strong partner channel and services for small business including relationship programs for its advocates. These make it easier to get support and connect with the company, building life long loyalty with its brand.
- GE Capital programs offer online application and sales processing toolsPromotions and competitive interest rates, funding, customer oriented credit lines and high quality, friendly serviceCustomer marketing lists and direct mail servicesFree online training for your staffExposure to millions of customers through our Business LocatorGE Capital offers partnerships for small business owners.