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Essential Tactics For a Strong Finish to 2014 8.14.14
6 TRENDS FOR B2B MARKETING SUCCESS
MARKETING WORKSHOPS
YOUR SPEAKERS TODAY
Michael Agnello Business Development
Ian Dahlman VP Search
Cristina Heise VP Buyer Experience Planning
Preeti Thakar Engagement Director
Emily Guthrie VP Media
VIDEO CONTENT
1. EMOTION
MAKE EXPERIENCES THAT CREATE POSITIVE, MEMORABLE ENCOUNTERS
• Build alignment with audience by presenting a clear purpose
• Base interaction design on deep customer insight; empathize in order to guide the experience
• Focus on the moments that matter most, to design for memories
h"p://experiencema"ers.wordpress.com/2014/03/17/free-‐ebook-‐people-‐centric-‐experience-‐design/
P E MInspire loyalty and
alignment
Align through
PURPOSE
Guide with
EMPATHY
Base decisions on deep customer insight
Design for
MEMORIES
Focus on moments that matter the most
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CONSUMERIZATION OF B2B
As the lines between our personal and business life continue to blur, customers will expect their
business-driven experiences to be more consumer inspired.
SOCIAL ANONYMITY
“Social networking has changed the way we socialize – we’ve lost the ability to be open and
vulnerable with one another because we’re always worrying about the permanent record.”
2. ATTENTION SPAN
SCHEMA.ORG AND THE CHANGING RESULTS LANDSCAPE
STEP-BY-STEP INSTRUCTIONS
PERFECTING SHORT FORM VIDEO
3. THE POWER OF PERSONALIZATION
DATA-DRIVEN MARKETERS CREATE PERSONALIZED EXPERIENCES
More marketers will learn to harness the power of data and technology to identify their most valuable prospects.
BUYER ATTRIBUTES BEHAVIORS WHAT DO WE KNOW ABOUT THEM?
WHAT DO THEIR ACTIONS TELL US?
START LOCAL; SPREAD GLOBAL
Audience interest is at an all-time high for regional, relatable stories.
4. QUALITY RULES
THE “HERD EFFECT”: WIDESPREAD BRAND HOMOGENY
More content and competition means brands must invest in creating high-quality content
people love and respond to.
ENGINES FORCING HIGHLY RELEVANT CONTENT
• Google Panda is an algorithm change, first released in February 2011, aimed at lowering the search rankings of “LOW-QUALITY SITES” or sites with thin content.
• PR sites have been affected most dramatically.
• Companies and PR groups will need to take note of this shift and adapt as Google begins to clean up its listings to eliminate “thin” content.
22
UPGRADE YOUR VIDEO
New formats for video are emerging
Geo-targeting videos based on service
provider data to display personalized
content to viewers, with relevant pricing
and product info within the video.
The new gadget found on brand channels
will allow shoppers to move seamlessly
from browsing the featured products and
how-to videos to checking their
availability, knowing what stores carry
them, compare different prices, and
actually purchase the products they love.
23
GET READY FOR HIGH EXPECTATIONS
• Customers have raised their expectations in their business-to-business (B2B) relationships.
• Good customer experience (CX) drives loyalty with business customers.
• While most large B2B organizations have a low level of CX maturity, over half plan to mature that level.
• Four core competencies are available from Temkin, and the company can now assess your business’s competency based on data from other large B2B firms.
Sources: Forrester: The Power of Customer Context, April 14, 2014; Temkin Group report, Raising Customer-‐Centricity Across the B2B Enterprise, June 30, 2014
Purposeful Leadership
Compelling Brand Values
Employee Engagement
Customer Connectedness
Practices Across the Four CX Core Competencies
24
RESPONSIVE DESIGN: BENEFITS
Source: Nielsen Noman Group: Responsive Web Design (RWD) and User Experience, May 2014
Source: Bank of America, Business Insider
RESPONSIVE DESIGN: CHALLENGES IN USABILTY
• Content, design and performance have to be defined per each device to ensure usability.
• Larger screens are losing opportunity for productivity and information consumption.
• Gestural interfaces (intuitive) override mouse and keyboard (faster, more ergonomic).
• Usability testing on each device can be more time consuming, but is more critical than ever.
Source: Nielsen Noman Group: Responsive Web Design (RWD) and User Experience, May 2014
26
PARALLAX: BENEFITS AND CHALLENGES
5. PREPACKAGING
PREPACKAGED AND AUTOMATED
• Marketing-automation vendors are likely to provide
playbooks to their clients
• Platforms continue to be consolidated in packages
(Salesforce > ExactTarget > Pardot)
• Packaging people’s identification in the system:
multiple email addresses
• More functionality packaged within the tool
Source: Eight 2014 PredicEons for MarkeEng AutomaEon, Sirius Decisions, 2014
29
PREPACKAGED PLAYBOOKS
With efficiency and budgets top of mind, we are seeing an increased focus on turnkey marketing
solutions.
30
DIGITAL STORY PACKAGING
More than ever, journalists and editors need to create meaningful experiences for their readers.
31
6. EVERYONE’S BEEN TALKING
MASTER THE FIRST SCREEN
Customers are using multiple devices simultaneously to seek information and sequentially
accomplish tasks. Marketers must create customized, engaging experiences across devices to
create a seamless user experience.
Multi-tasking: Unrelatead Complementary Usage: Related
SEQUENTIAL USAGE SIMULTANEOUS USAGE
VISUALIZATIONS: THE NEW BUSINESS REQUIREMENT
MARKETING AUTOMATION: LESS TALKING; MORE DOING
• B2B marketers know they need to leverage
marketing automation/CRM/SFA technologies,
and they are actually starting to do something
about it.
• We’ll see the greatest push with lead life-cycle
management, meaning more than being able to
“do” lead scoring.
• Developing great, engaging content is not
enough. Marketers have to be able to deliver it
to the right people, at the right time and the
right place.
35
CONVERSION OPTIMIZATION: YOU THINK YOU KNOW, BUT YOU HAVE NO IDEA
Conversion-optimization tools save development and
creative man-hours and give strategists the
opportunity to propose and implement changes to
move from “we think” to “we know.”
Implementation Analysis
Research
Hypothesis
Design & Testing
36
MOBILE & CALL EXTENSIONS
• Call extensions are not new, but B2B’s effective usage of it is.
• Call analytics technologies are elevating clients’ abilities to map a sales call back to marketing efforts.
DO THIS BY EOY ’14
DO THIS BY BY EOY ‘14
Emotion
Attention Span
The Power of Personalization
Quality Rules
Prepackaging
Everyone’s Been Talking
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QUESTIONS
THANK YOU!