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2017 B2B Trends

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What are the newest innovations driving B2B marketing? Our analysts and marketing strategists have identified seven emerging trends that are propelling savvy marketers in 2017.

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2 0 1 7 B 2 B T R E N D S
We’re here to talk about 7 emerging trends in B2B marketing
The Value of Thought Leadership 1
B2B Buyers Are Scared B2B is not “rational”, it’s even more emotional than B2C “Nobody ever got fired for buying IBM.”
Clients Buy From Vendors That “De-Risk” The Process Thought leadership gives a buyer confidence in your products “Buyers don’t buy your products until they ‘buy’ your approach to solving their problems.”
That’s Why Thought Leadership Drives Massive ROI If structured correctly, it can drive leads and build brands at the same team MQLNO YES REVENUESALESNURTURE NO BLOCKBUSTER
The Profitability of Content Franchises 2
The Current Model Of Thought Leadership Is Broken Only 30% of B2B marketers believe their content “works”
So Don’t Imitate Newspapers, Imitate Disney Studio revenue is up 63% due to a relentless focus on “blockbusters” 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
A B2B Blockbuster Monetizes A Brand’s Expertise A focused approach that markets the same IP across multiple channels
The Need for Touchpoint Consistency 3
Nobody Remembers Anything Anymore, Especially Ads The average consumer sees 5,000 ads a day
Pattern Recognition Is How Brands Drive Recall We see B2C and B2B brands accomplish this every day
Blockbusters Enable Touchpoint Consistency Helping build a memorable brand across an explosion of channels
The Rise of Everyone-As-A-Marketer 4
It’s Now Clear That Employees Are The Key Touchpoint Buyers trust employees significantly more than brands Employees Are Most Trusted Spokesperson On Every Topic
Employees Offer Massive Reach And Engagement Employee networks have 10X the reach of Company Pages 100 Employee Shares 96 Profile Views 48 Company Page Views 48 Job Views 16 Company Page Followers 32 New Connections
So Make Sure You Have A People-First Strategy Blockbusters align marketing and sales internally and externally
The Death of Hypertargeting 5
Brands Are Obsessed With Ad Targeting Digital sells itself on the false promise of ‘zero waste’
The Problem Is That Targeting Excludes Potential Buyers Sophisticated B2C marketers are waking up to this expensive truth
The Solution For B2B Is “Relevant Reach” Reach the entire buying committee, today and tomorrow TARGETED BUYER Junior Decision Makers Extended Buying Committee
The 3 Principles of Brand Investing 6
#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
#2: Plan For A “10:1 Ratio” In A Pay-To-Play World, Distribution Is King
#3: Budget For The “80/20 Rule” 80% of value comes from 20% of your blockbusters; invest accordingly
The Arrival of Cost-Per-Connection 7
Everyone Is “Counting” The Wrong Metrics Current industry metrics (CTR, CPC) do not correlate with revenue Not everything that counts can be counted, and not everything that can be counted counts. Albert Einstein
B2B Sales Is Still Largely Relationship-Driven Cutting-edge measurement should reflect the offline world
So Why Aren’t We Tracking Cost-Per-Connection? Start by measuring “Connection Density” which *does* correlate to revenue 16% 40% Non-Nurtured Prospects Prospects Exposed To Content Source: Internal LinkedIn Data : 7/1/2016 – 12/31/2016 *Average email unique click rate: 2.76%. Source: https://mailchimp.com/resources/research/email-marketing-benchmarks/ Response Rate to InMails Sent By Sales Teams +150% 14XHigher Than Average E-mail Response Rate*
Great. So how can my client take advantage of these trends today?
1 Invest in thought-leadership content 2 Package your thought-leadership into “blockbusters” 3 Use your blockbuster to achieve touchpoint consistency 4 Activate your blockbuster via employees
5 Reach the entire buying committee with your blockbuster 6 Distribute according to the 60/40, 10:1, and 80/20 rules 7 Start measuring “Cost-Per-Connections”
2017 B2B Trends

More Related Content

2017 B2B Trends

  • 1. 2 0 1 7 B 2 B T R E N D S
  • 2. We’re here to talk about 7 emerging trends in B2B marketing
  • 3. The Value of Thought Leadership 1
  • 4. B2B Buyers Are Scared B2B is not “rational”, it’s even more emotional than B2C “Nobody ever got fired for buying IBM.”
  • 5. Clients Buy From Vendors That “De-Risk” The Process Thought leadership gives a buyer confidence in your products “Buyers don’t buy your products until they ‘buy’ your approach to solving their problems.”
  • 6. That’s Why Thought Leadership Drives Massive ROI If structured correctly, it can drive leads and build brands at the same team MQLNO YES REVENUESALESNURTURE NO BLOCKBUSTER
  • 8. The Current Model Of Thought Leadership Is Broken Only 30% of B2B marketers believe their content “works”
  • 9. So Don’t Imitate Newspapers, Imitate Disney Studio revenue is up 63% due to a relentless focus on “blockbusters” 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. A B2B Blockbuster Monetizes A Brand’s Expertise A focused approach that markets the same IP across multiple channels
  • 11. The Need for Touchpoint Consistency 3
  • 12. Nobody Remembers Anything Anymore, Especially Ads The average consumer sees 5,000 ads a day
  • 13. Pattern Recognition Is How Brands Drive Recall We see B2C and B2B brands accomplish this every day
  • 14. Blockbusters Enable Touchpoint Consistency Helping build a memorable brand across an explosion of channels
  • 16. It’s Now Clear That Employees Are The Key Touchpoint Buyers trust employees significantly more than brands Employees Are Most Trusted Spokesperson On Every Topic
  • 17. Employees Offer Massive Reach And Engagement Employee networks have 10X the reach of Company Pages 100 Employee Shares 96 Profile Views 48 Company Page Views 48 Job Views 16 Company Page Followers 32 New Connections
  • 18. So Make Sure You Have A People-First Strategy Blockbusters align marketing and sales internally and externally
  • 20. Brands Are Obsessed With Ad Targeting Digital sells itself on the false promise of ‘zero waste’
  • 21. The Problem Is That Targeting Excludes Potential Buyers Sophisticated B2C marketers are waking up to this expensive truth
  • 22. The Solution For B2B Is “Relevant Reach” Reach the entire buying committee, today and tomorrow TARGETED BUYER Junior Decision Makers Extended Buying Committee
  • 23. The 3 Principles of Brand Investing 6
  • 24. #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
  • 25. #2: Plan For A “10:1 Ratio” In A Pay-To-Play World, Distribution Is King
  • 26. #3: Budget For The “80/20 Rule” 80% of value comes from 20% of your blockbusters; invest accordingly
  • 28. Everyone Is “Counting” The Wrong Metrics Current industry metrics (CTR, CPC) do not correlate with revenue Not everything that counts can be counted, and not everything that can be counted counts. Albert Einstein
  • 29. B2B Sales Is Still Largely Relationship-Driven Cutting-edge measurement should reflect the offline world
  • 30. So Why Aren’t We Tracking Cost-Per-Connection? Start by measuring “Connection Density” which *does* correlate to revenue 16% 40% Non-Nurtured Prospects Prospects Exposed To Content Source: Internal LinkedIn Data : 7/1/2016 – 12/31/2016 *Average email unique click rate: 2.76%. Source: https://mailchimp.com/resources/research/email-marketing-benchmarks/ Response Rate to InMails Sent By Sales Teams +150% 14XHigher Than Average E-mail Response Rate*
  • 31. Great. So how can my client take advantage of these trends today?
  • 32. 1 Invest in thought-leadership content 2 Package your thought-leadership into “blockbusters” 3 Use your blockbuster to achieve touchpoint consistency 4 Activate your blockbuster via employees
  • 33. 5 Reach the entire buying committee with your blockbuster 6 Distribute according to the 60/40, 10:1, and 80/20 rules 7 Start measuring “Cost-Per-Connections”

Editor's Notes

  1. http://neilpatel.com/blog/your-ads-are-getting-ignored-5-smart-strategies-to-overcome-banner-blindness/ http://www.cbsnews.com/news/cutting-through-advertising-clutter/
  2. 63% of people trust people like themselves, only 45% trust institutions, http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/global-results/
  3. 63% of people trust people like themselves, only 45% trust institutions