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#B2B InTech in bite-sized
nuggets
Is social new?
NO – Technology has just enabled us to be MORE social
LET’S START
WITH A
QUESTION…
SOCIAL SHOULD BE AS ORGANIC
AS BREATHING AIR
NEWSFLASH!
Risk
Pressure to be authentic, quick and immediate
ROI
CORPORATE EXECS
FEAR SOCIAL. WHY?
… it’s our job to turn that fear into bravery
AS
MARKETEERS….
It’s time for the C-Suite to embrace social
SEVEN OUT OF 10
FORTUNE 500
COMPANIES WON’T
TOUCH SOCIAL
…. And then there are rules to be broken. Use your common sense
THERE ARE
RULES….
…. And where our audience goes, marketing must follow
DIGITAL IS THE
BACKBONE OF
CUSTOMER LIVES
…. More in the past two years than in the past five!
MARKETING
HAS
CHANGED…
…. And one in four purchase products or service via MOBILE DEVICES
ONE IN THREE B2B
CUSTOMERS TURN
TO VIDEO…
…. If one voice can reach thousands, imagine what an entire workforce can achieve
GET YOUR
EMPLOYEES ON
BOARD SOCIAL…
CONTENT
QUALITY VS.
QUANTITYAlways, always quality
BE BOLD, BE
BRAVE, NOW
What would you do if you weren’t afraid?
NOT TAKING
A RISK…
… is a risk
THIS IS NO
SURPRISE…
… but for good measure:
Decision makers in tech have changed - From CIO to CXO spectrum
THE POWER
OF DATA
ANALYTICS IBM’s Wimbledon campaign in 2013 spent no more money than the
previous year, but doubled ROI!
IN OTHER
NEWS
Budget or the lack of it seems to be a general problem. (Who’s
surprised?)
MARKETING IS
(also, and mostly)
ABOUT…
…Adding business value. If it doesn’t add business value, don’t do it!
BUILD
RELATIONSHIPS…
…with your board and stakeholders
Talk ROI
Don’t be afraid to rebuild your marketing team
ON ROI, SOMEONE
FAMOUS ONCE
SAID…
“…If you can’t measure it, you can’t manage it”, Peter Drucker,
management consultant and author
KEEP IT OLD
SCHOOL
No amount of marketing automation will help if you can’t plan the process
on paper first
Aye. The mighty pen!
HAVING SAID
THAT…
Marketing automation has been a game changer!
ACTIONS
CHANGE
ATTITUDES…
... Faster than attitudes change actions
GET P2P (PEER
2 PEER) RIGHT
FIRST….
Send your CFO in if you’re trying to reach CFOs
VIDEO KILLED
THE WHITE
PAPER According to Forbes, 65% executives visited the marketer’s website after
viewing a video
WHAT IS
ABM?
‘Dating on scale’? NOPE
‘Treating individual accounts as a market in their own right’? YEP
85%
COMPANIES
Said ABM (Account Based Marketing) delivers higher ROI than other
marketing initiatives
DELIVER
ACCOUNT
INSIGHTS
And then customize your offerings
START WITH
THE DATA
It’s all about the audience
CERTAIN
THINGS ARE A
MUST… …CRM, Web and Marketing Automation
THIS MIGHT BE
CONTROVERSIAL
…. Marketing is the future (with sales being the past)
IMPORTANT!
IMPORTANT!
IMPORTANT!
…. Humanise the content. Tell a simple story.
PERSONALISATION
& HUMANISATION
Will bring better business results
MARKETING
NEEDS TO BE
QUICK
BUT core goals must be based on long term strategies
B2B MARKETING
IS ABOUT MATHS
20 million emails have been sent in the time you read the above sentence
DON’T LET
ALGORITHMS
WIN…
…Creativity is key. As are emotions.
CONTROVERSY
IS GOOD
Pick a hot issue and have an opinion
TALK TO
CUSTOMERS
You’ll learn more in a day than you would if you brainstormed for a week
B2B MARKETING
CAN BE
HUMOROUS…
…Find your balance
DIGITAL=
DATA
Think mobile first
Humanize the brand
Pilot everything
Keep testing, keep learning, keep changing
Be Bold, Be Brave, NOW
TOP TIPS FOR
B2B
MARKETEERS…
FINAL
THOUGHT…
“To believe in something, and not to live it, is dishonest”, Mahatma Gandhi
So do what you believe in
MANY THANKS TO… Joel Harrison, Editor-in-Chief, B2B Marketing
Kimberley Brind, Former Global Social Marketing Leader, Oracle
Simon Hall, Country Head of Marketing, Dell
Rosemary Brown, Brand Advertising Manager, IBM
Jonathan Gapper, Business Director, Ogilvy Group UK
Hector Taylor, Director, Martrain
Qabil Shah, Head of EUC Marketing, VMWare
Catherine Howard, Head of UK&I Marketing, Atos
Adrian Hardy, Head of Volume Marketing, BT Global Services
James Foulkes, Co-Founder & Director, Kingpin
Bev Burgess, Senior VP, ITSMA Europe
Luis Rolim, UKMEA Marketing Director, Unisys
Tim Pearce, European Service Offerings and Marketing Lead, Xerox,
Chloe Vaidya, EMEA Marketing Director, Good Technology
Nicola Hamilton, Director of Corporate Communications, Misys
John Watton, Director, Digital Marketing EMEA, Adobe
LITTLE
SHOP OF
MORE http://littleshopofmore.com/