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What's new in B2B marketing? 2021 B2B Digital Marketing trends

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? 2021 B2B Digital Marketing trends

  1. 1. 1 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
  2. 2. 2 Presentation download : www.slideshare.net/smart-insights
  3. 3. 3 About Dave Chaffey and Smart Insights
  4. 4. 4
  5. 5. 5 The RACE planning framework Source: Smart Insights digital marketing planning template (free download)
  6. 6. 6 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
  7. 7. 7 Digital strategy pillar 1: Planning and governance
  8. 8. 8 Source: Customer lifecycle guide Customer lifecycle omnichannel touchpoint review B2BOmnichannel
  9. 9. 9 Example : Planned approach needed, assisted by: Automation, Optimization and AI B2BOmnichannel Source: Customer lifecycle guide
  10. 10. 10 Q. Do you have a defined digital marketing strategy? Source: Free Managing Digital Marketing report
  11. 11. 11 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
  12. 12. 12 Digital strategy pillar 2: Goals, Insight and Martech
  13. 13. 13 Governance: Integrating Martech, data and insight Download: http://bit.ly/smartdigitaltools
  14. 14. 14 Source: Gartner Hype Cycles
  15. 15. 15 Google Analytics Source: Oct 2020 – New Google Analytics
  16. 16. 16 B2B optimization – Google Data Studio dashboard B2BTransformation
  17. 17. 17 Digital strategy pillar 3: Media Presentation download : www.slideshare.net/smart-insights
  18. 18. 18 Source: 2021 B2B Marketing Mix report - Sagefrog
  19. 19. 19 Source: 2021 B2B Marketing Mix report - Sagefrog (organic?)
  20. 20. 20 SEO: Historical Optimization and SERPs features HubSpot - the blogging tactic no one is talking about
  21. 21. 21 One to watch Source: Sparktoro
  22. 22. 22 Digital strategy pillar 4 : Content marketing
  23. 23. 23 Source: 2021 B2B Marketing Mix report - Sagefrog
  24. 24. 24 Account-based advertising 12 ways to target using account-based advertising
  25. 25. 25 Q. Do you have a dedicated, resourced and measured content marketing strategy?
  26. 26. 26 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.
  27. 27. 27 Digital strategy pillar 5: Digital experience
  28. 28. 28 Example design patterns to test - Customer list / testimonials Example
  29. 29. 29 Q. Do you have the agile, data-driven marketing mindset?
  30. 30. 30 New audience insight and targeting techniques in LinkedIn Details of update
  31. 31. 31 Targeted lead gen example – segmented customer journeys
  32. 32. 32 Digital strategy pillar 6: Conversational messaging
  33. 33. 33 B2BAutomation
  34. 34. 34 B2BAutomation
  35. 35. 35 Automation 1 Welcome Sequence B2BAutomation
  36. 36. 36 Automation 2. Targeted welcome sequence Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6% B2BAutomation
  37. 37. 37 Automation 3. B2B conversational site messaging B2BAutomation
  38. 38. 38 AI-based follow-up with NLG
  39. 39. 39 Omnichannel sales cadence example
  40. 40. 40 Do you have the digital maturity to compete? Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
  41. 41. 41 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey Podcast : What’s New in Marketing (www.wnim.info)

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