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Jon Lombardo - The Future of B2B Marketing: Think Like Disney and 6 Other Trends

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Jon Lombardo

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Jon Lombardo - The Future of B2B Marketing: Think Like Disney and 6 Other Trends

  1. 1. Think Like Disney and 6 More Marketing Trends For 2017 P R E S E N T A T I O N B Y
  2. 2. Let’s Talk About 7 Trends In B2B Marketing
  3. 3. Each Trend Can Be Applied To Your Marketing Today These trends fit neatly into the traditional planning framework 01 02 03 04 Creative 2. Content Franchises 3. Touchpoint Consistency Distribution 4. Everyone-As-A-Marketer 5. Hyper-targeting 6. Brand Investing Audience 1. Thought Leadership Measurement 7. Cost-Per-Connection
  4. 4. The Hidden ROI Of Thought Leadership 1
  5. 5. The B2B Buying Process Is Deeply Emotional There are clear differences between B2B and B2C Marketing Jon Miller CEO & Co-Founder at Engagio, previously Co-Founder at Marketo “It’s not a big deal if you buy the wrong can of soda.” Don Draper Creative Director at Sterling Cooper, fictional character on Mad Men “Nobody ever got fired for buying IBM.”
  6. 6. …believe it increased trust in the organization 83% Business Decision Makers 81% C-Suite Executives …believe it builds trust in our organization among potential clients 49% People Want To Work, Buy, & Meet With Thought Leaders Which requires “defining the buying vision” for your audience …believe it gets them more RFPs 17% …believe it led to an organization getting an RFP 63% Business Decision Makers 64% C-Suite Executives Among Creators of Thought Leadership… Among Decision Makers…
  7. 7. The Current Approach To Thought Leadership Is Broken The “Newspaper Model” is extremely difficult to scale and monetize Most BDMs Are Disappointed With The Quality Of Thought Leadership % of the time I gain valuable insight from thought leadership 44%
  8. 8. The Durable Profitability Of “Content Franchises” 2
  9. 9. Instead, Imitate Disney’s “Franchise” Strategy The first studio to produce 5 billion dollar franchises in a single year S U M M E R 2 0 1 5 FA L L 2 0 1 5 W I N T E R 2 0 1 5 S P R I N G 2 0 1 6 S U M M E R 2 0 1 6 FA L L 2 0 1 6 W I N T E R 2 0 1 6 S P R I N G 2 0 1 7 S U M M E R 2 0 1 7
  10. 10. Franchises Dominate Via “Total Merchandising” Use the same “IP” to win share of voice in across formats and channels
  11. 11. “Franchises” Build Brand By Being “Always-Relevant” Say the same thing in 50-100 different ways with out repeat CONTENT FRANCHISE SOCIAL PREVIEW SOCIAL PREVIEW SOCIAL PREVIEW
  12. 12. The Growing Need For Touchpoint Consistency 3
  13. 13. Nobody Remembers Anything They See Or Hear The average consumer sees 5,000+ ads per day
  14. 14. Brand Building Requires Consistency At Scale Over Time Big brands accomplish this with a consistent look, feel, topic, etc.
  15. 15. Blockbusters Build Brand With Touchpoint Consistency Manage your brand carefully across an explosion of channels
  16. 16. The Promising Arrival Of Everyone-As-A-Marketer 4
  17. 17. Employees Are Your Most Valuable Touchpoint The most trusted spokespeople to sell your culture, product, news, etc. 63% Trust people like themselves 45% Trust Institutions
  18. 18. Employees Offer Massively Multi-Dimensional Impact Get 10x the reach and 5-7x the engagement of your company page 100 Employee Shares 96 Profile Views 48 Company Page Views 48 Job Views 16 Company Page Followers 32 New Connections
  19. 19. But, People Marketing Requires A Systemic Approach Use technology to scale decentralized marketing
  20. 20. The Sudden Death Of Hyper-targeting 5
  21. 21. Brands Are Overly Obsessed With Ad Targeting Digital sells itself on the false promise of “zero waste”
  22. 22. The Problem Is That Over-Targeting Excludes People Marketers are waking up to this expensive truth
  23. 23. The Solution Is “Relevant Reach” Reach the entire decision committee - today and tomorrow TARGETED BUYER Junior Decision Makers Extended Buying Committee B R O A D N I C H E B2C B2B
  24. 24. The New Rules Of Brand Investing 6
  25. 25. #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
  26. 26. #2: Plan For The “10:1 Rule” In a pay-to-play world, distribution is king (even for Star Wars)
  27. 27. #3: Budget For The “80/20 Rule” 80% of value comes from 20% of your content; invest accordingly
  28. 28. The Economic Case For Connection Density 7
  29. 29. Everyone Is “Counting” The Wrong Metrics Current industry metrics (CTR, CPC) do not correlate with brand value Not everything that counts can be counted, and not everything that can be counted counts. - Albert Einstein
  30. 30. Cutting-Edge Measurement Connects To The Offline World Things like “connection density” do correlate with brand value 8.2% 5.1% 4.8% 3.9% 3.5% Most-Connected Metro Regions 2 3 4 Least-Connected Metro Regions More Connections, More Job Growth (Average Job Growth, 2010-2014) *Based on index of connectedness. 2014 employment based on first nine months of year. Data: LinkedIn, Bureau of Labor Statistics, South Mountain Economics LLC
  31. 31. Content Helps To “Presuade” Connections Getting “relevant reach” supports alignment of sales and marketing 16% 40% Non-Nurtured Prospects Prospects Exposed To Content +150% 14XHigher Than Average E-mail Response Rate*
  32. 32. Great. So, How Can I Take Advantage Of These Trends Tomorrow?
  33. 33. 1 Thought-leadership is what hires, markets, and sells 2 Structure your thought-leadership into “content franchises” 3 Use your “content franchises” to create touchpoint consistency 4 Scale messaging via your most trusted touchpoint: employees
  34. 34. 5 Reach your entire audience – young and old 6 Invest according to the 60/40, 10:1, and 80/20 rules 7 Value the “connections” created through content
  35. 35. Q&A