B2BInTech in bite-sized nuggets!
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This document provides tips and advice for B2B marketers on social media and digital marketing. It discusses how social media has enabled people to be more social online but risks include pressure to be authentic and measuring ROI. It emphasizes focusing on quality over quantity of content, being bold and brave, and starting with data about the target audience. B2B marketing is about adding business value through building relationships, talking about ROI, and delivering customized account insights using tools like CRM, marketing automation, and account-based marketing.
B2BInTech in bite-sized nuggets!
- 1. #B2B InTech in bite-sized nuggets
- 2. Is social new? NO – Technology has just enabled us to be MORE social LET’S START WITH A QUESTION…
- 3. SOCIAL SHOULD BE AS ORGANIC AS BREATHING AIR NEWSFLASH!
- 4. Risk Pressure to be authentic, quick and immediate ROI CORPORATE EXECS FEAR SOCIAL. WHY?
- 5. … it’s our job to turn that fear into bravery AS MARKETEERS….
- 6. It’s time for the C-Suite to embrace social SEVEN OUT OF 10 FORTUNE 500 COMPANIES WON’T TOUCH SOCIAL
- 7. …. And then there are rules to be broken. Use your common sense THERE ARE RULES….
- 8. …. And where our audience goes, marketing must follow DIGITAL IS THE BACKBONE OF CUSTOMER LIVES
- 9. …. More in the past two years than in the past five! MARKETING HAS CHANGED…
- 10. …. And one in four purchase products or service via MOBILE DEVICES ONE IN THREE B2B CUSTOMERS TURN TO VIDEO…
- 11. …. If one voice can reach thousands, imagine what an entire workforce can achieve GET YOUR EMPLOYEES ON BOARD SOCIAL…
- 12. CONTENT QUALITY VS. QUANTITY Always, always quality
- 13. BE BOLD, BE BRAVE, NOW What would you do if you weren’t afraid?
- 14. NOT TAKING A RISK… … is a risk
- 15. THIS IS NO SURPRISE… … but for good measure: Decision makers in tech have changed - From CIO to CXO spectrum
- 16. THE POWER OF DATA ANALYTICSIBM’s Wimbledon campaign in 2013 spent no more money than the previous year, but doubled ROI!
- 17. IN OTHER NEWS Budget or the lack of it seems to be a general problem. (Who’s surprised?)
- 18. MARKETING IS (also, and mostly) ABOUT… …Adding business value. If it doesn’t add business value, don’t do it!
- 19. BUILD RELATIONSHIPS… …with your board and stakeholders Talk ROI Don’t be afraid to rebuild your marketing team
- 20. ON ROI, SOMEONE FAMOUS ONCE SAID… “…If you can’t measure it, you can’t manage it”, Peter Drucker, management consultant and author
- 21. 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!
- 22. HAVING SAID THAT… Marketing automation has been a game changer!
- 23. ACTIONS CHANGE ATTITUDES… ... Faster than attitudes change actions
- 24. GET P2P (PEER 2 PEER) RIGHT FIRST…. Send your CFO in if you’re trying to reach CFOs
- 25. VIDEO KILLED THE WHITE PAPER According to Forbes, 65% executives visited the marketer’s website after viewing a video
- 26. WHAT IS ABM? ‘Dating on scale’? NOPE ‘Treating individual accounts as a market in their own right’? YEP
- 27. 85% COMPANIES Said ABM (Account Based Marketing) delivers higher ROI than other marketing initiatives
- 28. DELIVER ACCOUNT INSIGHTS And then customize your offerings
- 29. START WITH THE DATA It’s all about the audience
- 30. CERTAIN THINGS ARE A MUST… …CRM, Web and Marketing Automation
- 31. THIS MIGHT BE CONTROVERSIAL …. Marketing is the future (with sales being the past)
- 32. IMPORTANT! IMPORTANT! IMPORTANT! …. Humanise the content. Tell a simple story.
- 33. PERSONALISATION & HUMANISATION Will bring better business results
- 34. MARKETING NEEDS TO BE QUICK BUT core goals must be based on long term strategies
- 35. B2B MARKETING IS ABOUT MATHS 20 million emails have been sent in the time you read the above sentence
- 36. DON’T LET ALGORITHMS WIN… …Creativity is key. As are emotions.
- 37. CONTROVERSY IS GOOD Pick a hot issue and have an opinion
- 38. TALK TO CUSTOMERS You’ll learn more in a day than you would if you brainstormed for a week
- 39. B2B MARKETING CAN BE HUMOROUS… …Find your balance
- 40. DIGITAL= DATA
- 41. Think mobile first Humanize the brand Pilot everything Keep testing, keep learning, keep changing Be Bold, Be Brave, NOW TOP TIPS FOR B2B MARKETEERS…
- 42. FINAL THOUGHT… “To believe in something, and not to live it, is dishonest”, Mahatma Gandhi So do what you believe in
- 44. 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