The document summarizes findings from research on content marketing, email marketing, and social media marketing trends in 2014. It identifies five game changers for B2B marketing in 2014: 1) Content marketing will shift to storytelling and how-to help customers. 2) Social, email, web, and mobile integration. 3) Personalization and microtargeting. 4) Intelligence and data visualization moving to the cloud. 5) Increased sales and marketing collaboration. SAP examples show how these game changers can be leveraged to improve ROI.
Falcon Invoice Discounting Setup for Small Businesses
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
7. Content Marketing: What’s the Point?
Lead generation
Brand awareness
Thought leadership
Sales
Customer acquisition
Lead nurturing
Engagement
Customer retention
Website traffic
SEO
N=197
Source: BtoB magazine: Content Marketing Research, August 2013
8. Content Marketing: How it’s done?
Social media
Articles
Videos
Live events
E-newsletters
White papers
Case studies
Blogs
Webinars
Newsletters
Online surveys
Microsites
N=197
Source: BtoB magazine: Content Marketing Research, August 2013
9. Content Marketing: How it’s not!
Infographics
Research reports
Bylined articles
Smartphone apps
Mobile content
Branded content tools
E-books
Tablet apps
Podcasts
Digital magazines
Virtual conferences
Gamification
N=197
Source: BtoB magazine: Content Marketing Research, August 2013
11. Email Marketing: Budgets are up
Increase
Stay the same
Decrease
N=424
Source: BtoB magazine: Email Marketing Benchmarks, March 2013
12. Email Marketing: What’s the point?
Customer retention
Customer acquisition
TransPromo
Brand awareness
Lead nurturing
Cost reduction
N=424
Source: BtoB magazine: Email Marketing Benchmarks, March 2013
13. Email Marketing: What helps
Segmented content
Lead nurturing
Quality content
List segmentation
Personalization
Data analysis
Automation/triggers
List hygiene
N=424
Source: BtoB magazine: Email Marketing Benchmarks, March 2013
14. Email Marketing: Going mobile
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
N=424
Source: BtoB magazine: Email Marketing Benchmarks, March 2013
16. Social Marketing: Near saturation
Stage 1
Stage 2
Stage 3
Stage 4
N=432
Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
Stage 5
17. Social Marketing: What’s the point?
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
N=432
Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
18. Social Marketing: Really ‘liked!’
LinkedIn
Blogging
YouTube
Twitter
Facebook
Customer Communities
Google+
SlideShare
Pinterest
Flickr
Tumblr
Stumbleupon
Scribd
N=432
Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
20. Good to Great: Challenges
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
N=432
Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
21. Good to Great: Factors of Success
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
N=432
Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
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
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!
40. Contact Information
Christopher Hosford, East Coast Bureau Chief
Crain's BtoB |BtoB Online.com
chosford@crain.com
Pam A. Evans, Consultant |Pam A. Evans Marketing
pam@pamevans.net
Jerry L. Nichols, Senior Director|SAP Global Marketing
jerry.nichols@sap.com
Editor's Notes
UPS and ATT are two great examples of how companies are using a story to differentiate their brand. UPS uses its carriers and the daily stories about how they help others to showcase them as the unsung “heros.” They have gained over a million fans on Facebook and hundreds of thousands viewers on LinkedIn who can relate to their company in a personal or human way.ATT Home Security tells you how its products will help your home stay safe.
Jay Baer’s Youtility Book gives a number of examples of how to win customers by providing useful, relevant content that helps them do their jobs.
IBM uses social as a surround to all other marketing programs and has developed microsites like the Big Data Hub shown here that are integrated with email and mobile tactics.
My permissions is an example of how you can manage all the various social and online devices which have become such a key part of marketing efforts today. Companies are using a 360 degree approach to marketing that will leverage social as a core strategy for all other marketing along with the expectations customers will manage the messages and store the items they need in a purchase decision.
Tickle.me uses cognitive targeting to improve display advertising by predicting where prospects will visit and delivering only relevant content to those online destinations. This behavior mapping software can be thought of as real-time bidding on steroids.
Using behavior models aligned with the brain’s emulation centers, this software predicts clicks to match a personal profile of a company’s customer or persona, dramatically improving click-throughs and conversions.
Intuit has a strong partner channel and services for small business including relationship programs for its advocates. These make it easier to get support and connect with the company, building life long loyalty with its brand.
GE Capital programs offer online application and sales processing toolsPromotions and competitive interest rates, funding, customer oriented credit lines and high quality, friendly serviceCustomer marketing lists and direct mail servicesFree online training for your staffExposure to millions of customers through our Business LocatorGE Capital offers partnerships for small business owners.