7 B2B Marketing Trends for Driving Growth
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The document outlines seven key trends in B2B marketing for driving growth, emphasizing the importance of data-driven personas and customer-centric strategies. It highlights the need for marketers to engage individual contributors and balance brand and demand strategies for long-term success. Additionally, it suggests actionable steps for marketers, such as measuring 'lifetime content value' and targeting audiences beyond the c-suite.
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7 B2B Marketing Trends for Driving Growth
- 1. Virginia Sharma Director - Marketing Solutions, India LinkedIn 7 B2B Marketing Trends for Driving Growth
- 2. LinkedIn is the world’s largest professional network of influential, educated and affluent members ADDING 2 NEW MEMBERS EVERY SECOND 540M+ Members 130M+ APAC Members 50M+ India Members
- 3. We bring value to our members Network with your professional world Stay Connected Knowledge from professional content Stay Informed Access to online education Learn Build your professional brand and identity Resume to Reputation
- 4. We bring value to our customers Identify, engage & nurture decision makers Sell Market to who matters Market Train, retain and develop your staff Learn Recruit the best talent & create the best talent brand Hire
- 5. 9 Billion content impressions a week +40% increase in engaged feed time 1,000 posts shared each minute LARGEST DISTRIBUTOR OF PROFESSIONAL CONTENT ON THE PLANET
- 6. 2018 Trends at a Glance! 01 02 03 04 Creative Distribution Audience Measurement • Build Data Driven Personas • Find An Ownable Topic • Measure Revenue Per Lead • Target Individual Contributors
- 8. Most Marketing Today Is Not Customer-Centric of buyers say advertising is relevant to them3% 8Source: Infolinks study on “banner blindness”
- 9. Actual Customer-Centric Marketing Is Radically Individualistic 9Source: Netflix Blog On “Artwork Personalization”
- 10. That Means Every Little Detail Is Driven By Data 10 ROMANTIC COMEDIC Source: Netflix Blog On “Artwork Personalization”
- 11. Conversely, Most B2B Personas Are Informed By Guesswork Mohit From Research Shikha From Sales Tarun From Procurement 11
- 12. Artificial Intelligence Engagement Machine Learning Malware Phishing Security Hacker Risk Management 0 1400400 1000 The First Step Towards Netflix Starts With Data-Driven Personas TRENDING CONTENTWEBSITE DEMOGRAPHICS 12
- 14. Being First To Market Doesn’t Matter 14Source: 22 Immutable Laws of Marketing Altair 8800 Apple
- 15. Relationship Between Market Share and Awareness MarketShare Awareness 0% 10% 20% 30% 40% 50% 40% 20% 0% 60% 15Source: American Marketing Association Study, “How Brand Awareness Aids Profitability” What Matters Is Being First To Mind
- 16. If You Can’t Be First To Mind, Invent A New Category 16 Lindbergh Earheart Source: 22 Immutable Laws of Marketing
- 17. Emerging Awareness Strong Awareness Weak Awareness No Awareness 17 Use Our “First To Mind” Matrix To Find Opportunities Engagement Reach High 100% High 100% Low 0% Low 0% HEALTHCAREVALUE-BASED CARE
- 19. The Most Savvy Investors Look For Undervalued Assets “Price is what you pay; value is what you get. Whether we’re talking about socks or stocks, I like buying quality merchandise when it is marked down.” — Warren Buffett 19
- 20. 20 Individual Contributors (ICs) Are An Undervalued Audience Of Impressions Reach Individual Contributors 24%
- 21. This Ignored Audience Influences Buying Decisions Today 21 55% Of Current Tech Buyers Are ICs
- 22. 22 Tech IC And ICs Will Be Making The Buying Decision Tomorrow Tech Manager Deal Begins Deal Ends 3yrs 3yrs
- 23. 23 So Broaden Your Investing Horizon And Target Beyond The C-Suite
- 24. The War On Brand 4
- 25. Brand Marketers Are Losing The Budget Battle 25Source: IPA Study, Marketing Effectiveness In The Digital Era 2007 47% 2016 72%
- 26. 26 Direct Response Wins In The Short-Run, But Brand Wins In The Long-Run Source: IPA Study, Marketing Effectiveness In The Digital Era 70% 60% 40% 10% 30% 0% 50% 20% 0 — 6 7 — 18 19 — 30 > 30 Campaign Duration in Months % Reporting Very Large Effects The Conflict Between Long and Short-Term Metrics Activation Effects Market Share Effects
- 27. 27 60% 40% and 40% in more bottom-funnel messaging Top performing brands invest 60% of their budget in thought leadership or branding The 10:1Rule Every dollar spent on creative, spend $10on distribution 2 7 80% of effects tend to come from 20%of the causes 20% 80%
- 28. Acquisition Only 0.2% 28Source: IPA Study, Marketing Effectiveness In The Digital Era Brand Only 1.5% 1.0% 0.5% 0.0% Brand & Acquisition 0.3% 1.2% Conversion Rate Synchronize Brand And Demand To Drive Exceptional Performance
- 30. Real-Time Marketing Might Be The Worst Idea In Our Industry 30Source: Mark Ritson
- 31. The Smartest Companies Invest In All-Time Content 31 197220011964
- 32. Start Measuring Time As A Metric: Lifetime Value Of Content = 32Source: Marketo 8consecutive years as Marketo’s top source of ROI
- 33. The Death Of The eBook 6
- 34. Client Meetings Are Arguably A Brand’s Most Valuable Touchpoint 34
- 35. What Do Sellers Bring To Meetings? PowerPoints — The Language Of Business. 35 30 million times a day
- 36. And Yet, B2B Marketers Are Cranking Out eBooks Like It’s 1439 36
- 37. Have You Ever Seen A Seller Present An eBook To A Client? 37
- 38. PPT Aligns Sales + Marketing And Gives You Greater Optionality 38 Klenier Perkins Caufield & Byers 3mo Organizational change is messy. Here’s a new step-by-step guide for modern finance leaders to overcome common challenges. Http://lnkd.in/d7ZWYmE 43 Liked ・2 Comments Internet Trends 2015 — Code Conference kpcb.com …
- 40. “Thinking is to humans as swimming is to cats; they can do it but they’d prefer not to” — Daniel Kahneman, Thinking, Fast and Slow 40 Don’t Take This Personally, But People Are Lazy
- 41. Like All People, Marketers Prefer Easy Decisions 41
- 42. $0 $10,000,000 $20,000,000 $30,000,000 $40,000,000 $50,000,000 $60,000,000 $70,000,000 $80,000,000 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Allocating Budget Based On “Cost-Per-Lead” Is Easy But Wrong 10 Year Revenue Projection Initial Investment: $2 Initial Investment: $1,000 42
- 43. 43 Allocating Budget Based On Revenue-Per-Lead Is Hard But Right
- 44. 44 Great. What Can I Do With These Trends?
- 45. 1 Build Dynamic Personas Using 1st Party Data 2 Be First To Mind Among Potential Buyers 3 TargetBeyond The C-Suite 4 Track “Lifetime Content Value” To Improve ROI 5 Initiate Revenue Per Lead Measurement Next Steps!
- 46. 46 Questions?
- 47. Thank You