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…were mad about content
…got down and dirty with social
…professed the virtues of inbound AND outbound
…wrestled with marketing automation
…laughed in the face of the adblockalypse
…and finally moved from outputs to outcomes…
If 2015 was the year B2B Marketers…
What lies ahead in 2016?
#1IT WON’T BE ABOUT THE PATH TO PURCHASE, BUT PATHS TO PURCHASE
The days of the ‘typical’ B2B buyer
are long gone.
The B2B buying cycle has
splinteredinto lots of decision-making moments at every stage of the
funnel.
In 2016, it will be all about winning the
micro-moments*
*aka. micro-yesses
Google Micro-Moments report
Persuading buyers and influencers to:• Watch your video• Click that social link• Open your email• Share the infographic• Read your guide• Interact with your site
Etc…
Engaging with your brand
[Don’t underestimatethem.]
All these micro-yesses lead to one BIG YES
to choose your brand.
Earnest Yes Factor SlideShare
#2ANOTHER MORE INTERESTING BRAND WILL ONLY EVER BE A CLICK AWAY
Look at it this way, B2B buyers can’t
go anywhere these days without being
awash with content.
Image source: Flickr, Mark Smiciklas
So if they spare a moment to:
Think of it as a privilege.
…skim…read…watch…share yours
[74% say they have even less time to review content than last year]
Do them a favour
DemandGen Content Prefs Report
Ruthlessly edit yourselfIf you can’t be bothered to:
Read your 12 page report Sit through your 3 min video Wade through your
infographic
How the hell can you expect your audience to?
Win the micro-yes, by being the most interesting thing they’ve discovered today.
#3STRATEGIC MARKETERS WILL THINK IN TERMS OF CONTENT PACKAGES
Bite-sized content, it’s all the rage don’t you know.
But for too many marketers:more snackability = less substance
Savvy marketers are thinking differently
2016 will be the year of the content package
53% of b2b buyers strongly recommend marketers create them
DemandGen Content Prefs Report
Think related contentbundled in smart ways for the buyer’s convenience…
SoundbitesSnippets
Deep-dives
RespectingTheir time.
Their effort.
Their intellect.
Their thirst to know more (on occasion).
#42016 WILL BE THE YEAR OF DOING IT WITH FEELING
There’s never been a better opportunity to create an
emotional connection with your brand.
In 2016, don’t just think experiences.
Think immersive experiences.
Video just got that bit more interesting
IDG says 61% of B2B buyers watch mobile
videos relating to work
(we think it’s more) IDG Global Mobile Study Findings
Interactive video Honda Other Side campaign
360 degree videoNow supported by:
Wired mind-blowing examples
Google Cardboard (£3 quid)+
Smartphone (Android or iOS)+
YouTube VR video=
Virtual Reality experience
See it as a virtual window of opportunity
to engage with your buyers.
#5BUYERS WILL WANT TO LISTEN – SO BE THE BRAND THAT GETS HEARD
In 2015, podcasts made a come back
Apple has surpassed 1 billion subscriptions for podcasts via iTunes
Podcast research
Audio on-demand = Wholly captivating
Who said attention spans are dead, when people will listen to 25 min podcast episodes
back to back?
67% of podcast listeners don’t mind sponsorship
messages
Kapost Podcast Statistics
Don’t miss out
Branded content is getting a shot in the arm ear
Image source: Flickr, Sascha Kohlmann
#6IT WON’T BE ABOUT DESTINATIONS, BUT PIT STOPS
For too long, we’ve been trying to drive our B2B
buyers places
And when they get there, they can be just
plain disappointing
So 2016, will be more about being in the places
they like to hang out.
Expect to see more brands take up residence on social platforms
(rather than build their own content hubs)
Oktopost infographic
WH
Y?
So their content sits on an altogether bigger doorstep in a more familiar
and convenient neighbourhood
#7THINGS WILL START TO TALK TOGETHER AND BE A WHOLE LOT MORE ACCOUNTABLE
Over half of B2B marketers still cite
proving ROI as their No.1 challenge HubSpot
study
Why?
Too manyToo fewToo complexToo simpleToo many excuses
Systems
While they’ve been implementing
CRMWeb & Social
AnalyticsMarketing Automation
It’s just led to a bigger data problem and even
less insight
In 2016, organisations will see the value of joining the dots
Using smart APIs to make it happen
Making marketing attribution
easier Answering questions like:
What worked?What didn’t?
What actually led to sales?What value are we adding?
#8IT’S LAST CHANCE AT THE MOBILE SALOON
86% of B2B buyers access content on their mobile phones
[60% on their tablets] DemandGen Content Prefs Report
That’s almost 2x as many as the year before.
Mobile usage happens in bursts
As people seek to fulfil the…
“I want to know”
“I want to go”
“I want to do”
…moments
Google Micro-Moments report
It pays to:
Be there
Be useful
Be quick
If you don’t,chances are a competitor
will be.
#1 IT WON’T BE ABOUT THE PATH TO PURCHASE, BUT PATHS TO PURCHASE
#2 ANOTHER MORE INTERESTING BRAND WILL ONLY EVER BE A CLICK AWAY
#3 STRATEGIC MARKETERS WILL THINK IN TERMS OF CONTENT PACKAGES
#4 2016 WILL BE THE YEAR OF DOING IT WITH FEELING
#5 BUYERS WILL WANT TO LISTEN – SO BE THE BRAND THAT GETS HEARD
#6 IT WON’T BE ABOUT DESTINATIONS, BUT PIT STOPS
#7 THINGS WILL START TO TALK TOGETHER AND BE A WHOLE LOT MORE ACCOUNTABLE
#8 IT’S LAST CHANCE AT THE MOBILE SALOON
8 Predictions for 2016
www.earnest-agency.com
Share your own predictions for 2016
#b2bpredicts@earnestagency
All images courtesy of Unsplash.com unless otherwise stated
www.earnest-agency.com
