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2017 B2B TRENDS
We’re here to talk about 7 emerging trends in B2B
marketing
The Value of Thought Leadership1
B2B Buyers Are ScaredB2B is not “rational”, it’s even more emotional than B2C
“ Nobody ever got fired for buying IBM.”
Clients Buy From Vendors That “De-Risk” The ProcessThought leadership gives a buyer confidence in your products
“Buyers don’t buy your products until they ‘buy’ your approach to solving their
problems.”
That’s Why Thought Leadership Drives Massive ROIIf structured correctly, it can drive leads and build brands at the same team
MQLNO YES REVENUESALESNURTURE
NO
BLOCKBUSTER
The Profitability ofContent Franchises2
The Current Model Of Thought Leadership Is BrokenOnly 30% of B2B marketers believe their content “works”
So Don’t Imitate Newspapers, Imitate DisneyStudio revenue is up 63% due to a relentless focus on “blockbusters”
S U M M E R2 0 1 5
FA L L2 0 1 5
W I N T E R2 0 1 5
S P R I N G2 0 1 6
S U M M E R2 0 1 6
FA L L2 0 1 6
W I N T E R2 0 1 6
S P R I N G2 0 1 7
S U M M E R2 0 1 7
A B2B Blockbuster Monetizes A Brand’s Expertise A focused approach that markets the same IP across multiple channels
The Need forTouchpoint Consistency
3
Nobody Remembers Anything Anymore, Especially AdsThe average consumer sees 5,000 ads a day
Pattern Recognition Is How Brands Drive RecallWe see B2C and B2B brands accomplish this every day
Blockbusters Enable Touchpoint ConsistencyHelping build a memorable brand across an explosion of channels
The Rise ofEveryone-As-A-Marketer4
It’s Now Clear That Employees Are The Key TouchpointBuyers trust employees significantly more than brands
Employees Are Most Trusted Spokesperson On Every Topic
Employees Offer Massive Reach And EngagementEmployee networks have 10X the reach of Company Pages
100Employee
Shares
96Profile Views
48Company
Page Views
48Job Views
16Company
Page Followers
32New
Connections
So Make Sure You Have A People-First StrategyBlockbusters align marketing and sales internally and externally
The Death ofHypertargeting5
Brands Are Obsessed With Ad TargetingDigital sells itself on the false promise of ‘zero waste’
The Problem Is That Targeting Excludes Potential BuyersSophisticated B2C marketers are waking up to this expensive truth
The Solution For B2B Is “Relevant Reach”Reach the entire buying committee, today and tomorrow
TARGETED BUYER
Junior Decision Makers
Extended Buying Committee
The 3 Principles of Brand Investing6
#1: Obey The “60/40 Rule”Brands need to balance long and short-term objectives
“Investment in long-term brand and
trust building, combined with short term brand activations to reap the sales benefits of those
investments”
60/40 RULE
#2: Plan For A “10:1 Ratio”In A Pay-To-Play World, Distribution Is King
#3: Budget For The “80/20 Rule”80% of value comes from 20% of your blockbusters; invest accordingly
The Arrival of Cost-Per-Connection7
Everyone Is “Counting” The Wrong MetricsCurrent industry metrics (CTR, CPC) do not correlate with revenue
Not everything that counts can be counted, and not everything
that can be counted counts.Albert Einstein
B2B Sales Is Still Largely Relationship-DrivenCutting-edge measurement should reflect the offline world
So Why Aren’t We Tracking Cost-Per-Connection?Start by measuring “Connection Density” which *does* correlate to revenue
Non-Nurtured Prospects Prospects Exposed To Content
16%
40%
Source: Internal LinkedIn Data : 7/1/2016 – 12/31/2016*Average email unique click rate: 2.76%. Source: https://mailchimp.com/resources/research/email-marketing-benchmarks/
Response Rate to InMails Sent By Sales Teams
+150%
14X Higher Than Average
E-mail Response Rate*
Great. So how can my client take advantage of these trends
today?
1 Invest in thought-leadership content
2 Package your thought-leadership into “blockbusters”
3 Use your blockbuster to achieve touchpoint consistency
4 Activate your blockbuster via employees
5 Reach the entire buying committee with your blockbuster
6 Distribute according to the 60/40, 10:1, and 80/20 rules
7 Start measuring “Cost-Per-Connections”