A keynote by Dave Chaffey for B2B Expo November 2021 Sagefrog research URL now: https://www.smartinsights.com/b2b-digital-marketing/b2b-marketing-trends/

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What’s New in B2B Marketing?
Dr Dave Chaffey, co-founder, Smart Insights
Bestselling digital marketing author and consultant
18th November 2020
Presentation download : www.slideshare.net/smart-insights

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Presentation download : www.slideshare.net/smart-insights

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About Dave Chaffey and Smart Insights

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The
RACE
planning
framework
Source: Smart Insights digital marketing planning template (free download)

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Agenda - the six pillars of effective digital marketing
Planning and
Governance
Goals, evaluation
and martech
Media Content Experience Conversational
messaging
• Strategic initiatives
• Marketing integration
• Digital transformation
• Business and revenue
models
• Budgets and ROI
• Systems, structures
and processes
• Resources and skills
• Forecasts
• Digital KPIs
• Digital dashboards
• Customer profiles
• Attribution
Supported by:
• Data > Insight
• Marketing technology
• Paid media
- Google Ads
- Paid social ads
• Owned media
- Organic search (SEO)
- Organic social
• Earned media
- PR and influencer
marketing
• Content marketing
strategy
• Top-of-funnel
(TOFU)
• Middle-of-funnel
(MOFU)
• Bottom-of-funnel
(BOFU)
• Website customer
journeys
• Landing pages
• Multichannel path to
purchase
• Conversion Rate
Optimization
• Website personalization
• Email marketing
• Mobile messaging
• Human-assisted chat
• Automation and CRM
- Marketing cadences
- Sales cadences
The six pillars simplify digital marketing complexity from hundreds of tools and communications
to potentially use.
Our pillars also highlight the key investment areas for which every organization, regardless of
size or sector, needs to decide their plans and priorities to interact and sell to consumers or
businesses online.
Our free digital marketing plan will help you prioritize improvements across our RACE marketing
plan framework. Source: Smart Insights digital marketing planning template

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Digital strategy pillar 1: Planning and governance

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Source: Customer lifecycle guide
Customer lifecycle omnichannel touchpoint review
B2BOmnichannel

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Example : Planned approach needed, assisted by:
Automation, Optimization and AI
B2BOmnichannel
Source: Customer lifecycle guide

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Q. Do you have a defined digital marketing strategy?
Source: Free Managing Digital Marketing report

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Aligning plans
Business plan
Marketing plan
1-5 year roadmap
Digital
transformation plan
2-5 year roadmap
Annual digital or
omnichannel plan
Implementation
plan – 90 day plans

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Digital strategy pillar 2: Goals, Insight and Martech

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Governance: Integrating Martech, data and insight
Download: http://bit.ly/smartdigitaltools

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Source: Gartner Hype Cycles

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Google Analytics
Source: Oct 2020 – New Google Analytics

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B2B optimization – Google Data Studio dashboard
B2BTransformation

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Digital strategy pillar 3: Media
Presentation download : www.slideshare.net/smart-insights

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Source: 2021 B2B Marketing Mix report - Sagefrog

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Source: 2021 B2B Marketing Mix report - Sagefrog
(organic?)

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SEO: Historical Optimization and SERPs features
HubSpot - the blogging tactic no one is talking about

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One to watch
Source: Sparktoro

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Digital strategy pillar 4 : Content marketing

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Source: 2021 B2B Marketing Mix report - Sagefrog

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Account-based
advertising
12 ways to target
using account-based
advertising

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Q. Do you have a dedicated, resourced and
measured content marketing strategy?

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B2B: Next Best Content example
Melinda Cormier, Sr. Director of Digital
Marketing & Brand Strategy, and the
Nuxeo team use Evergage to regularly
test an algorithmic recipe that
recommends additional blog posts,
personalized at the one-to-one level for
each blog reader.
As a result, the team saw a 34%
lift in blog engagement (measured as
views of 2+ blog posts) and a 2.4%
decrease in bounce rate.

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Digital strategy pillar 5: Digital experience

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Example design patterns to test - Customer list / testimonials
Example

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Q. Do you have the agile, data-driven marketing mindset?

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New audience insight and targeting
techniques in LinkedIn
Details of update

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Targeted lead gen example – segmented customer journeys

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Digital strategy pillar 6: Conversational messaging

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B2BAutomation

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B2BAutomation

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Automation 1 Welcome Sequence
B2BAutomation

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Automation 2. Targeted welcome sequence
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%
B2BAutomation

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Automation 3. B2B conversational site messaging
B2BAutomation

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AI-based
follow-up
with NLG

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Omnichannel sales cadence example

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Do you have the digital maturity to compete?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Podcast : What’s New in Marketing (www.wnim.info)