What's Next in Marketing
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This document discusses the growing use and importance of social media in B2B marketing. It provides statistics that show many B2B decision makers participate in social media channels like blogs, wikis, and social networks. It also shows that the content accessed through these channels influences over half of their business purchase decisions. Additionally, the document outlines how B2B marketers have been shifting more of their budgets to digital tactics like company websites, search marketing, and webinars. This reflects the growing role of social media and digital strategies in B2B marketing.
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What's Next in Marketing
- 1. valeria maltoni | dir of strategy | powered, inc. | Conversa8on Agent | @Conversa8onAge h<p://www.flickr.com/photos/selva/1201181830/
- 2. what is marke*ng? h<p://www.flickr.com/photos/selva/1200323355/
- 5. stay one step ahead and learn what value customers want from you – and where h<p://www.flickr.com/photos/swamibu/2416715536/
- 6. “Callaway put his Cingular complaint to music and posted it on YouTube (leR) Comcast customer Salup has decided blogs are the best bet for geUng ac8on (middle) Dee started firing off e‐mails to US Airways brass while wai8ng for hours on a runway.” – Business Week, Consumer Vigilantes [Feb 21, 2008] h<p://www.businessweek.com/magazine/content/08_09/b4073038437662.htm
- 7. give you the ability to get personal with customers across all interac0ons h<p://www.flickr.com/photos/eyermonkey/2842941601/
- 10. stay one step ahead by learning what to listen for in each form of communica8on h<p://www.flickr.com/photos/noelzialee/1750979205/
- 12. to give you a way to learn how to integrate not just your tac8cs, but also your teams h<p://www.flickr.com/photos/papazimouris/488931691/
- 13. customer © 2010 Valeria Maltoni, Conversa8on Agent
- 14. because you can be honest and s8ll turn a profit h<p://www.flickr.com/photos/cayusa/2276783536/
- 17. par0cipa0on as more than business drivers running together h<p://www.flickr.com/photos/enigma8c/213987302/
- 18. 21,000 members
- 20. because it’s not about luck, it’s about collabora0on h<p://www.flickr.com/photos/limowreck666/137178371/
- 23. the product is marke8ng h<p://www.flickr.com/photos/donsolo/3293924505/
- 26. be playful h<p://www.flickr.com/photos/selva/7662520/
- 28. you cannot think of customers as faceless targets anymore h<p://www.flickr.com/photos/an_untrained_eye/2478868523/
- 29. how do you turn this on? h<p://www.flickr.com/photos/selva/20600897/
- 30. do something worth talking about
- 32. social media is a commitment provide value start the conversa8on facilitate discussion foster trust
- 33. share your blog exper8se tap customers wiki knowledge connect social customers network a<ract prospects podcast
- 35. why social media makes sense for b2b
- 36. b2b decision makers par0cipate in social media technology decision makers do you par8cipate in one of the following social media channels? video 90% blogs 80% wikis 80% yes social networks 69% podcasts 53% Source: KnowledgeStorm / Universal McCann Emerging Media Series (July‐Nov 2006)
- 37. social media influence b2b purchase decisions technology decision makers among those who par8cipate in social media – does the content they access influence their business‐related purchase decisions? video 57.3% blogs 53.6% yes wikis 52.2% podcasts 26.5% Source: KnowledgeStorm / Universal McCann Emerging Media Series (July‐Nov 2006)
- 38. US b2b online/offline marke8ng budget alloca8on by objec8ve (% of total) Online only Online and Offline 34% Customer Reten8on 28% 38% Lead Genera8on 34% 28% Awareness 38% Source: AMR Interna0onal, Online B2B Marke0ng in the United States: Assessment and Forecast to 2013 (Fall 2009)
- 39. b2b marketers turned to digital tac0cs in 2009 marketers how will your 2009 spending on the following marke8ng tac8cs differ from your 2008 spending? company Web site 52% ‐12% search marke8ng 49% ‐16% video, podcasts, etc. 46% ‐14% Webinars 45% ‐14% email 42% ‐12% forums or communi8es 34% ‐12% inside sales 31% ‐17% other Web 2.0 media 29% ‐14% execu8ve events ‐28% 29% PR 27% ‐18% Source: Forrester Q3 2009 Marke0ng Budgets and Marke0ng Tac0cs Online Survey with Marke0ngProfs