Post on 06-May-2015
description
transcript
What Works in B2B Marketing?
Insights from MarketingProfs’ latest research:
What Works in 2011: B2B Marketing
Presenter
Matthew T. Grant Managing Editor, MarketingProfs 15 Years in B2B marketing
The Research
How were people bouncing back from 2008/2009?
How were they allocating budget?
What did they perceive as most effective?
High Level Findings: Budget
Budgets Are Bouncing Back
High Level Findings: Budget
Budgets dropped more in 2009 than 2008
46% saw budgets increasing in 2010 66% see increases for 2011
High Level Findings: Priorities
Generating Leads and Building Brand Awareness are Top Priorities
High Level Findings
B2B Marketing is still about Lead Gen
Other Priorities: Brand Awareness
Customer Insights
Qualifying Leads
Measuring Marketing Effectiveness
High Level Findings: Tactics
Traditional Tactics Still Widely Used
High Level Findings: Tactics
Value for Lead Gen Shifting
High Level Findings: Tactics
Inside Sales and Telemarketing Tradeshows/Conferences Executive Breakfasts and Sponsored
Events
High Level Findings: Online
What about Online Channels?
High Level Findings: Online
Most Effective Online Channels
High Level Findings: Online
Webinars, Search Marketing, and Corporate Website ranked most highly effective
Not deemed as highly effective as traditional channels
High Level Findings: Branding
Drivers of Brand Awareness: Offline
High Level Findings: Branding
Drivers of Brand Awareness: Online
High Level Findings: Branding Brand Awareness
● Traditional tactics remain important Inside Sales seen as improving
● Webinars seen as most effective online tactic Bumped websites to second place
High Level Findings: Branding Brand Awareness
Search Marketing also playing a role
Smaller companies tend to rank social media more highly for brand awareness
Other Insights: Spend
Spending Trends: Offline
Other Insights: Spend
Spending Trends: Online
Other Insights: Spend
Online channels seeing greatest increase Only a third plan to increase budget allocations
for traditional tactics (executive breakfasts, inside sales/telemarketing, PR)
Larger companies are more willing to increase spend on social networks/online communities and webinars
Smaller companies are focusing spend on search
Other Insights: Tactics
Some Tactics Remain Universal Everybody (94.5%) relies on their corporate
website and most (87.7%) engage in email marketing
Other Insights: Tactics
Some Tactics Rapidly Gaining Ground
Social networks and online communities have doubled in usage
Less expensive digital channels have a continuing appeal
Other Insights: Tactics
Of the top 10 marketing tactics respondents plan to use more, 8 of them involve digital media
Other Insights: Marketing Automation Marketing Automation Adoption Still Slow
● Proliferation of channels and tactics ● Increasing complexity of marketing function● Still, companies remain cautious
The Golden Rule
Tactics must map to the buying cycle
Map to Buying Cycle
Key focus of content marketing
Map to Buying Cycle
Critical role of peer recommendation places emphasis on blogger outreach and influencer marketing
Map to Buying Cycle
Lead nurturing grows in importance and with it the need for marketing automation
Photo credit:Stuart Richards
Period of Transition
B2B Marketers need to blend
What About ROI?
Measurement remains essential yet challenging
Photo credit: Annna
B2B Marketing Lessons
Content Marketing
Increased spend on websites and webinars = Increased spend on content
Photo credit: Nick Ares
Content Marketing
Content marketing requires both strategy and resources (content producers)
Curate Sponsor
Content Marketing
Content can be both “for” and “about” clients
From: service.PRWeb.com
Content Marketing
Beyond the White Paper Content is more than words Extend, repurpose, reuse
Community Engagement
Engagement begins with listening
User groups, developer communities, and forums
Photo credit: russelljsmith
Community Engagement
Identify the influencers
Photo credit: Theogeo
Community Engagement
BYOC: Build Your Own Community SAP, small enterprises, and education Kinaxis, serving and entertaining the supply
chain management industry
Social Networks
Facebook and Turn-key Communities LinkedIn as a relationship hub The Wikipedia option
Search
B2B buyers use Google for research 93% of B2B buyers use a search engine to
begin the buying process
Search
Content creation improves search ranking
More articles posted more frequently = better results
Photo credit: spadgy
Search
Search is social Buyers “search” by asking questions on social
networks An Anecdote from Avaya
Metrics
What’s in a number?
Measuring “influence”
Photo credit: sidelong
Metrics
Below or Above the Bottom Line? Tie marketing tactics to specific objectives
rather than dollar amounts:
● Brand Awareness● Leads● Web Traffic● Conversions
Conclusion
Final Thoughts
Lead generation remains central to B2B marketing
Some traditional tactics continue to deliver but need support from—and integration with—new tactics
Importance of online research in buying process drives demand for content strategies
The only “silver bullet” is experimentation