A Glimpse into 2014 Game Changers
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The document discusses key findings from research on content marketing, email marketing, and social media marketing practices. It identifies several game changers for 2014, including a shift in content marketing to storytelling and helpful content. Other game changers are the increased integration of social, email, web, and mobile channels; more personalized and targeted marketing; cloud-based analytics and data visualization; and greater collaboration between sales and marketing. The presentation concludes with SAP demonstrating how it is leveraging these game changers through various marketing initiatives and technologies.
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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. 2013 2014 Stage 4 Stage 3 Stage 2 Stage 1 Stage 5 Stage 4 Stage 3 Stage 2 Stage 1 Content Marketing: Speeding up! N=197 Source: BtoB magazine:Content Marketing Research, August 2013 Stage 5
- 7. Content Marketing: What’s the Point? N=197 Source: BtoB magazine:Content Marketing Research, August 2013 Brand awareness Lead generation Sales Thought leadership Customer acquisition Lead nurturing Engagement Customer retention Website traffic SEO
- 8. Content Marketing: How it’s done? N=197 Source: BtoB magazine:Content Marketing Research, August 2013 Articles Social media Live events Videos E-newsletters White papers Case studies Blogs Webinars Newsletters Online surveys Microsites
- 9. Content Marketing: How it’s not! N=197 Source: BtoB magazine:Content Marketing Research, August 2013 Research reports Bylined articles Smartphone apps Mobile content Branded content tools E-books Tablet apps Podcasts Digital magazines Virtual conferences Gamification Infographics
- 10. Email Marketing Practices & Trends
- 11. Email Marketing: Budgets are up N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013 Stay the same Increase Decrease
- 12. Email Marketing: What’s the point? N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013 Customer acquisition TransPromo Cost reduction Customer retention Brand awareness Lead nurturing
- 13. Email Marketing: What helps N=424 Source: BtoB magazine:Email Marketing Benchmarks, March 2013 Segmented content Lead nurturing Quality content List segmentation Personalization Data analysis Automation/triggers List hygiene
- 14. Email Marketing: Going mobile N=424 Source: BtoB magazine:Email Marketing Benchmarks, March 2013 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
- 15. Social Marketing Practices & Trends
- 16. Social Marketing: Near saturation N=432 Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013 Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
- 17. Social Marketing: What’s the point? N=432 Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013 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
- 18. Social Marketing: Really ‘liked!’ N=432 Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013 Blogging YouTube Twitter Facebook Customer Communities Google+ SlideShare Pinterest Flickr Tumblr Stumbleupon Scribd LinkedIn
- 19. From Good to Great Challenges & Opportunities
- 20. Good to Great: Challenges N=432 Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013 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
- 21. Good to Great: Factors of Success N=432 Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013 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
- 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 [email protected] Pam A. Evans, Consultant |Pam A. Evans Marketing [email protected] Jerry L. Nichols, Senior Director|SAP Global Marketing [email protected]