A review of 5 key areas of digital marketing trends for business-to-business marketers presented to the CommuniGator conference in Sept 2016

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B2B Marketing
Trends 2016 - 2017
Dr. Dave Chaffey
SmartInsights.com

2. 2 2@DaveChaffey
Understand
consumers
Marketing
Techniques
Master
Martech
Optimise platform
best practices
Process : integrate
marketing plans
The 5 pillars of improving
marketing today

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What matters most in B2B – techniques aligned to funnel

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About Dave Chaffey
Specialist Digital Marketing consultant, trainer and author since ‘97.
Co-founder and Editor of SmartInsights.com - a marketing advice
community with > 1 million page views per month. Expert members in
over 80 countries use our planning guides, templates and online
courses to Plan, Manage and Optimise their digital marketing.

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25 = 5 X 5 Key lifecycle marketing techniques to apply
Details in Smart Insights Elearning

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1. Customer behaviour –
mobile adoption the biggest trend ?

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How important is mobile to B2B?
Don’t think ‘Mobile First’. Q. Is your mobile traffic > 25%?
Litmus mobile email opens

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From ‘Moment Marketing’ to
‘Mindset marketing’
Develop in-depth personas for B2B

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‘Mindset marketing’ based on personal
context of business situation
On LinkedIn, members who have recently been promoted
follow 102% more companies than the average active user,
and are 54% more likely to check their inMail – the most direct
route for brands to make an approach.
They are also 45% more likely to stay up to date on industry
discussions and twice as likely to share content than the
average active member, making them an excellent set of
potential brand advocates.

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B2B example – is this just
keyphrase research?
1 “What is CRM?”
2 “How is Enterprise CRM Software Different than
Medium and Small Business Software?”
3 “CRM Data Integration and What That Means for
an Enterprise”
Source: Crispin Sheridan is the Senior Director, Global Search at SAP writing on ClickZ.
Based on a If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you
missed an opportunity during that micro-moment if your competition created the content that John found.

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B2B Messaging applications
Slack = Great!

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Will automated Sales bots be next?

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2. Marketing techniques
The eight key techniques every B2B business needs to master

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Q. Which digital marketing activity
will most INCREASE your
commercial returns in 2017?
 1. “Big Data”
 2. Content Marketing
 3. Marketing Automation
(incl. email, lead scoring, personalisation)
 4. Mobile Marketing
 5. Conversion Rate Optimisation

16. 16 16@DaveChaffeySmart Insights Digital marketing trends 2017 article

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2017 - ‘Content Shock continues:
‘Me-too’ content isn’t effective
BuzzSumo-Moz research

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The challenge in 2017 won’t be lack of engaging content –
It’s surfacing it through the customer journey

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Where is your content
marketing weakest?
REACH ACT CONVERT ENGAGE
Content
type and
aim
TOFU
Awareness
Engagement
MOFU
Evaluation
Engagement
BOFU
Purchase
Engagement
ROFU
Retention/Advoc
acy
Engagement
B2B
Examples
• Hero lead-gen
for cut-through
Infographics
• 10X content
• Webinars -
education
• Case studies
• Datasheets
• Independent
reviews
• Webinars -
demos
• ROI
calculators
• Business
case
download
• Career
development
• Enewsletter
Distribution • SEO
• Social
• Pop-ups and
Inline content
• Email welcome
• Email nurture
• Enewsletter
personal
• Web
personalisation
• Livechat
• Emails from
Sales
(Automated)
• Webinars
• Enewsletter
• Web
personalisatio
n

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Source: Scott Brinker, The 4th Wave of Content
Marketing

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Multi-step content landing page to
nurture with profiling

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Example – 2 phase
campaign

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How relevant are your emails?
Smart Insights - CommuniGator 2015
Marketing Automation research

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Example - MULTISTEP WELCOME
CTR Response example: 0d:13% > +2d:6% > +1w: 8%

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Dynamic content – role specific

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How can digital media and tech
help with ABM?
According to IDC, the
average B2B deal today
involves more than eight
decision makers, a
43 percent increase from
three years ago.
Our own research at LinkedIn
shows that anywhere
from 3.1 to 4.6 additional
departments—such
as information technology or
finance or human
resources—influence a B2B
buying decision.

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What is Account-based marketing?
Does your business practice it?
ITSMA defines ABM as “more than a sales or marketing approach; it is a
collaborative strategy that engages sales, marketing, subject matter experts and
delivery professionals, as well as key executives in the chosen client account to
determine where and how to best meet the client’s unique business
challenges. With deep insight into the client’s business and key goals, this
collaborative team creates a well-orchestrated marketing and sales campaign
for a single account.”
SiriusDecisions defines ABM as “the strategic approach marketers use to support a
defined universe of accounts, including strategic accounts and named
accounts.”
LinkedIn Account-based marketing guide

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Activity – practical opportunities
for ABM?
REACH
Grow awareness
ACT
Interact to
Convert to
Lead
CONVERT
Nurturing to
Convert to Sale
ENGAGE
Customer comms for
advocacy and repeat
purchase
1. Integrated
Communications
for awareness
Offline (Print, Direct mail) TRADITIONAL
Paid (Display, AdWords) Display, AdWords
Owned (Social) Social
Earned (PR, SEO)
PR, SEO
2. Decision
content
Desktop/mobile site
Persona
content
Mobile app App option
Brochure Interactive
3. Follow-up
remarketing
communications
Phone call Automated call / chat
Email Automated email
SMS Automated SMS
Display retargeting
Automated
retargeting
4. Sales channel
Desktop/mobile site/app Site personalization ONLINE BOOKING
In-store TRADITIONAL TRADITIONAL
TRADITIONAL TRADITIONALPhone

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Some specific digital ABM techniques
 Reach
 “Lookalike targeting” (Google Customer Match, Facebook Custom and
Lookalike Audiences, LinkedIn Company/Account Targeting )
 Act:
 Content structured around Personas for lead-gen
 Lookalike targeting inc LinkedIn Company/Account Targeting
 Convert
 Email nurture to encourage content sharing to DMU – ideally
customised by sales or offering webinars for accounts
 Content recommendation personalisation – by business?
 Remarketing and Lookalike targeting inc LinkedIn Company Targeting
 Engage
 Lookalike targeting
 Remarketing and Lookalike targeting inc LinkedIn Company Targeting

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Programmatic ABM from LinkedIn
LinkedIn Account-based marketing guide

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3. Marketing Technology trends
Download: http://bit.ly/smardigitaltools

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Marketing Cloud components

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Our Marketing technology stack
Paid Owned and
Automation
Earned Experience Analytics Productivity
Yours? Share the one free marketing tool ‘you couldn’t live without’

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An example of innovative design and engagement techniques
Intercom Acquire

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B2B AI – From rules-based lead
scoring to predictive lead scoring
 Doesn’t require lead scoring rules based on interactions
 Automatically identifies propensity to convert and value
 Based on a training data set of historic interaction and sales

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B2B-specific attribution

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4. New Marketing Platform Trends

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On the Rise trends
according to Gartner
 General-Purpose
Machine Intelligence
 Ad Blocking
 Customer Data Platforms
 Real-Time Personification
 Programmatic TV
Advertising
 Cross-Device
Identification
 Virtual Personal
Assistants
 Programmatic Direct
Advertising

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Best practices to watch for in 2017
 AI and chatbots e.g. Messenger and Google Allo
 Updates to 200 X Google organic signals in mobile
 Paid media options to boost awareness and
conversion through segmented re-marketing
 Predictive analytics
Smart Insights Digital Media options cheatsheet

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An example of gap analysis PPC forecasting
from ClickThrough Marketing

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AdWords innovations to trial
and optimise in 2017
 Expanded text ads for Mobile
 Mobile Bid adjustments
 Cross-device attribution
 Account-level sitelinks
Plus established nurturing techniques RLSA, Customer Match

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What works for our SEO…
 1. Categorised
Keyword research –
gap analysis
 2. Google Search
Console integration
for reporting
 3. Content to help
our personas – 4X
day – linking to our
product
 4. Updated evergreen
organically shareable
content – be lucky!
 5. Internal linking
 6.Long-term
“Strategic
partnerships” – not
influencer outreach

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5. Integrate insight-driven marketing
plans and processes
Define opportunity:
 Analytics review
 Capability audit - Identify
improvements
 Model lead targets
 TOWs summary
Create strategy
 Review ALL touchpoints to generate ideas
 Map content to lifecycle communications
 Create comprehensive communications model
Prioritise actions
 Define recommendations
 Identify quick wins
 Longer-term improvements
 90 day planning

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Success = People, Process, KPIs and Tools
Free Download:
2015 / 2016 State of B2B Marketing Automation

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Digital Transformation
Do you have a (Digital) Marketing Centre of Excellence?

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Do you have the CRO mindset + process?
Source: Chris Goward - WiderFunnel

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UK Ecommerce example of mindset

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Recommended Tool: Convert.com

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
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