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The Future of B2B Marketing: Trends and Implications for Marketers

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B2B marketing is changing faster than most marketers can grasp and act on. In this session from LinkedIn, you’ll learn key emerging trends in B2B marketing and find out how programmatic advertising can help B2B advertisers capitalize on new opportunities. The presentation aims to challenge you to question conventional marketing wisdom and rethink how to build brand and generate revenue through programmatic.

Publicada em: Marketing
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The Future of B2B Marketing: Trends and Implications for Marketers

  1. 1. 1 B2B TRENDS F O R T H E C O N T R A R I A N M A R K E T E R
  2. 2. Hi, I’m Jon Lombardo 2 FOLLOW ME ON LINKEDIN
  3. 3. 3 How We Think About Trends
  4. 4. Our Trends Are Contrarian By Design ContrarianConsensus Wrong Right Source: Howard Marks 4
  5. 5. Our Trends Are Actionable Today “The future is already here — it's just not very evenly distributed.” – William Gibson 5Source: William Gibson
  6. 6. 6 START WITH WHO
  7. 7. Most Marketing Today Is *Not* Customer-Centric of buyers say advertising is relevant to them3% 7Source: Infolinks study on “banner blindness” only
  8. 8. Real Customer-Centric Marketing Is Radically Individualistic Source: Netflix Blog On “Artwork Personalization” 8
  9. 9. That Means Even The Smallest Detail Is Informed By Data 9 ROMANTIC COMEDIC Source: Netflix Blog On “Artwork Personalization”
  10. 10. Conversely, Most B2B Personas Are Informed By Guesswork Rachel From Research Sarah From Sales Peter From Procurement 10Source: Your Guess Is As Good As Mine
  11. 11. Artificial Intelligence Engagement Machine Learning Malware Phishing Security Hacker Risk Management 0 1400400 1000 Enter “The Netflix Era” By Starting With Data-Driven Personas TRENDING CONTENTWEBSITE DEMOGRAPHICS 11Source: LinkedIn
  12. 12. 12 FIRST TO MIND
  13. 13. Being First To Market Isn’t Enough Source: 22 Immutable Laws of Marketing Altair 8800 Apple 13
  14. 14. MARKETSHARE BRAND AWARENESS 0% 10% 20% 30% 40% 50% 40% 20% 0% 60% Source: American Marketing Association Study, “How Brand Awareness Aids Profitability” Unless You Are Also First To Mind 14
  15. 15. If You Can’t Be First To Mind, Invent A New Category Lindbergh Earheart Source: 22 Immutable Laws of Marketing 15
  16. 16. Emerging Awareness Strong Awareness Weak Awareness No Awareness Find “First To Mind” Opportunities ENGAGEMENT REACH High 100% High 100% Low 0% Low 0% HEALTHCAREVALUE-BASED CARE 16Source: LinkedIn
  17. 17. 17 THE ORIGINALITY DELUSION
  18. 18. Marketing Is Obsessed With Newness CREATIVE BRIEF NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE 18Source: All Creative Briefs
  19. 19. But New Isn’t What Sells 2009 19Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign”Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure” new ad campaigns outperform old campaigns 1 5 only in
  20. 20. What Sells Is Relevance + Familiarity 63% 34% RELEVANCE ORIGINALITY What Do CXOs Want From Thought Leadership? 20 2x Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation”
  21. 21. Don’t Sell “Original,” Sell “MAYA” 21Source: Raymond Loewy, “MAYA Principle” MOST ADVANCED, YET ACCEPTABLE
  22. 22. In B2B, That Means Investing In A Familiar Franchise 22Source: LinkedIn
  23. 23. 23
  24. 24. 24 Marketers Have Chosen To Imitate The Newspaper Model 24
  25. 25. Hollywood Has A More Profitable Approach: The Blockbuster Model 25
  26. 26. In 2016, Disney made only 13 films, including the top four highest grossing films of the year. 1. Hollywood Tells Fewer Stories Captain America: Civil War ($1.15 B) Zootopia ($1.02 B) The Jungle Book ($955.6M—$1B) Finding Dory ($916.4M—$1B) 26
  27. 27. 2. Hollywood Tells Older Stories 27
  28. 28. 3. Hollywood Sells Total Merchandising Source: Revenues & Profits, “Understanding Disney’s Business Model” 28
  29. 29. The Blockbuster Formula Works In B2B 29
  30. 30. MQLNO YES REVENUESALESNURTURE BLOCKBUSTER Blockbusters Build Brand + Demand 30
  31. 31. 31 YOU ARE WHAT YOU SIGNAL
  32. 32. Which Ad Looks More Expensive? 32
  33. 33. Signaling Explains Why Expensive Advertising Works “The fact that a product is heavily advertised -- regardless of its message -- is evidence to the consumer that the quality of the product is high.” 33
  34. 34. That’s Why Companies Like Apple Only Buy The Most Expensive Inventory 34
  35. 35. And Yet, Most Media Buyers Want The Cheapest Inventory Possible 35
  36. 36. So Are Your Ads Reassuringly Expensive, Or Worryingly Cheap? 36
  37. 37. THE WAR ON BRAND
  38. 38. Brand Marketers Are Losing The Budget Battle 2007 47% 2016 72% 38Source: IPA Study, Marketing Effectiveness In The Digital Era
  39. 39. 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 Months ACTIVATION EFFECTS MARKET SHARE EFFECTS 39 % REPORTING VERY LARGE EFFECTS
  40. 40. This War Isn’t Worth Fighting, Negotiate A Truce With The “60:40 Rule“ % ACQUISITION BUDGET # OF VERY LARGE EFFECTS 10 8 6 2 4 0 0 20 40 60 80 100 40Source: IPA Study, Marketing Effectiveness In The Digital Era
  41. 41. ACQUISITION ONLY 0.2% Source: LinkedIn Data 1.5% 1.0% 0.5% 0.0% BRAND & ACQUISITION 1.2% Conversion Rate Synchronize Brand And Demand To Optimize Performance 41
  42. 42. 42 How Can I Apply These Trends Today?
  43. 43. 1 ​Build dynamic personas using 1st party data. 2 ​Be first to mind among potential buyers. 3 ​Appreciate that old ideas often outperform new ideas. 4 ​Develop blockbuster franchises to breakthrough. 43
  44. 44. 5 ​Reach those audiences in premium contexts. 6 ​Balance short-term and long-term ROI with the 60:40 rule. 44

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