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Seminario New Directions in B2B Marketing: Tactics, Cases and Trends
1. 1
What’s new in B2B these days? 10 topics
First, some background….
What’s new?
1. Millennials enter the Buying
Group.
2. The consumerization of B2B.
3. New data sources.
4. New methods for identifying
website visitors.
5. Video, everywhere
6. Influencer marketing comes to
B2B.
7. Interactivity in content
marketing.
8. Podcasts.
9. Backlash against martech.
10. The role of marketing
expands.
Case study: The Rodon Group
2. 2
Background: Business buyers go online
before they do anything else
3
WEBEO Complete Guide to B2B Website Personalization 2019
Most of the B2B buying process is online
4
GlobalSpec 2019 Smart Marketing
to Engineers report
3. 3
Digital consumes 40 – 80 % of the total B2B
marketing budget
5
DemandWave State of B2B Digital Marketing 2017
42%
2019 marketing objectives
6
Sagefrog 2019 B2B Marketing Mix Report
4. 4
How 2019 B2B budgets are spent, by channel
7
Sagefrog 2019 B2B Marketing Mix Report
Now, what’s new in 2019?
10 topics
5. 5
1. Millennials enter the Buying Group.
Only 7% of industrial purchases are made by one
person alone
9
Source: Understanding the Industrial Buy Cycle, GlobalSpec.
Percent of
decision
made by
respondents
10
The decision-making unit is changing
• Specifiers
• Influencers
• Users
• Decision makers
• Gatekeepers
• Purchasing agents
Job roles involved
Finance VP
IT manager
CEO
Engineer
Plant manager
Purchasing agent
Also known as:
Buying Center
Buying Committee
Buying Group
Buying Circle
6. 6
Buying groups get bigger every year
11
DGR: The B2B
Buyers Survey
Report
https://content.snapapp.com/guides-workbooks/how-
generational-differences-impact-b2b-buying-committees-today
Millennials are entering
the buying group
8. 8
a. Personalization becomes critically
important
15
WEBEO Complete Guide to B2B Website Personalization 2019
It isn’t easy:
Requirements for personalization
•Complete and accurate data.
•Software to categorize (segment) targets.
•Automation to deliver relevant messages,
track responses, and continue the dialogue.
16
9. 9
We are not there yet
17
SocialSquares, The Power of Personalization, 2019
Only 12% of B2B
marketers are happy
with their
personalization.
But it’s worth doing:
Benefits of personalizing your content
•Address customer and prospect needs
specifically.
•Strengthen relationships via accuracy and
relevance.
•Identify and motivate advocates and
influencers.
18
10. 10
b. Buyers don’t want to wait for pricing
19
https://www.b2bnn.com/2019/07/b2b-buyers-pros-survey-pricing/
c. Ratings and reviews sites emerge B2B sites
G2Crowd
Match.io
TrustRadius
Capterra
11. 11
Our customers are there. We vendors need
to be there.
https://biznology.com/2019/05/ratings-and-reviews-sites-the-new-b2b-marketing-channel/
d. More humanistic communications
https://www.emarketer.com/content/cmos-are-becoming-more-tech-focused?ecid=NL1009
12. 12
Business buyers have feelings, too!
The feelings that
business buyers seek:
1. Confidence
2. Optimism
3. Assuredness
4. Understanding
5. Accomplishment
https://info.gyro.com/business-feeling-index.html
MailChimp thrives on its quirky brand
https://viral-loops.com/blog/mailchimp-made-mark-masterful-giveaways-stellar-swag
13. 13
New Pig pioneered cheeky B2B
3. New data sources
a. Add consumer profiles to your business data,
and vice versa
https://biznology.com/2016/11/how-to-reach-your-customers-at-work-or-at-home/
• 55 million consumer emails
matched with B2B profiles
• 20 million B2B profiles enhanced
with consumer information
• 97% accuracy rate
14. 14
New data sources:
b. Intent data
56% of B2B marketers are considering intent data.
Intent data types
• Signals that indicated purchase intent or interest in a product
category.
• Examples: Downloaded a research report. Signed up for a seminar.
Followed a company.
• Types of intent data available:
https://www.stirista.com/st_intent
15. 15
The 4 most common intent data applications
Intent data is primarily used for:
• ABM ad targeting: Build “cookie pools” based on the right
personas at accounts that are “surging.”
• Lead generation: Target these same companies through lead
gen channels like content syndication, LinkedIn sponsored
updates, and Facebook ads.
• Lead scoring: Another qualifying variable.
• Account management: Know which accounts in your territory
are more likely to engage.
http://spearmarketing.com/blog/b2b-intent-data/
4. Turning your website into a lead generator
What you need
An offer
A call to action
A response vehicle
16. 16
31
Another data capture method:
IP address identification
Providers
VisitorTrack
VisualVisitor
Demandbase
Visistat
WhoIsVisiting
Leadfeeder
Chatbots as a data generator
• Global business runs round-the-clock.
• Chatbot AI has improved dramatically.
• Fast, accurate, cheap customer service.
18. 18
Buyers really watch video!
35
B2B video marketing applications
Top video types
• Product demo
• Customer using the product
• Talking head
• Interviews with employees,
customers, executives
• Technical training
• Plant or company tour
Format Usage
Product videos 63%
Demos 59%
Explainer videos 54%
Webinars 45%
19. 19
Video case studies are especially powerful
Business buyers need to justify their decisions internally. Case studies
provide social proof. Using the voice of customers and key employees
is compelling.
37https://www.b2bmarketing.net/en-gb/resources/blog/why-case-studies-should-be-central-your-b2b-video-strategy
https://www.youtube.com/watch?v=YaMlJEaPEpM https://www.youtube.com/watch?v=eZR1xkTi-yU
Barracuda benefit-rich message
38
https://www.ispot.tv/ad/oZri/barracuda-networks-our-business-is-our-journey
20. 20
Making fun of non-users: Smartsheet
39
https://www.ispot.tv/ad/d_8B/smartsheet-96-of-100
Cheeky Adobe marketing cloud video
40
https://www.youtube.com/watch?time_continue=2&v=N1ltwg2nTK4
21. 21
6. The rise of Influencer marketing in B2B
41
In B2B, an influencer is not a celebrity, but a
subject matter expert or thought leader.
How to get started in influencer
marketing
1. Define your target audience. Pick top segments for your
focus.
2. Identify the top influencers in your market.
3. Monitor and profile the influencers.
4. Engage with them: Follow, share, link.
5. Get to know them, build trust, and propose cooperation.
6. Keep track of the relationship, and the results. Learn
what works, and improve.
42
22. 22
Top influencer content types:
Case studies and webinars
43
http://view.ceros.com/g3-communications/dg096-surv/p/7
Ideas for influencer engagement
• A blog post round up of the best quotes from small
business marketers, or the top 50 leaders in the
customer service space.
• An interview with a respected author of a book aimed
at business owners.
• A collaborative webinar or podcast with a CEO of a
complementary (not competitive) company.
44
For more on B2B influencer marketing: https://econsultancy.com/blog/69365-five-
steps-to-successful-b2b-influencer-marketing/
23. 23
7. Interactive content
Creating customer experiences, by adding interactive
elements to content.
•Examples: Quiz, Assessment, Survey, Poll, Contest,
Calculator, Wizard, Configurator
• Or any navigable online version of existing content, like
ebooks, white paper and infographic.
45
https://www.snapapp.com/blog/28-amazing-b2b-examples-interactive-content
A personalized savings calculator for Runzheimer’s
business vehicle reimbursement software
46
24. 24
Vidyard—a video management tool—uses video
to explain its products, with a lead generator
47
A mystery story series of podcasts about the problem
of low-yielding crops, for Mosaic, a potash and
phosphate mining company
48
http://greatyieldmystery.com/
25. 25
8. Podcasts are hot, in both B2B and B2C
49
Why podcasts are so valuable in B2B
• The cheapest cost-per-touch content type.
• Easily repurposed to other content vehicles.
• Rev.com will transcribe into text for $1.00/minute.
• Reuse as report, blog, instructional material, ebook,
testimonial.
• Establish thought leadership without personal appearances and
travel expense.
• Add subscribers to database.
https://www.convinceandconvert.com/podcast-research/the-13-critical-podcast-statistics-of-2018/
26. 26
9. A backlash against martech
https://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=128223
https://biznology.com/2014/01/marketing-automation-is-not-marketing-strategy/
https://martech.zone/the-martech-
stack-problem/
10. Marketing’s role is changing
27. 27
Rodon Group’s successful fight
against Chinese competitors
Case Study
Manufacturer of high-volume plastic
injection molded components, since 1956
28. 28
The problem: Real and imagined
•Customers were moving their product assembly
work to China.
• Customers are unlikely to won’t ship a relatively
inexpensive component to China. Instead, they will
source the component within China.
•Some customers perceived Chinese components to
be cheaper, even though Rodon’s pricing was
competitive.
https://marketingsherpa.com/article/case-study/manufacturers-branding-
campaign?_ga=2.211821331.606656485.1541132654-389351592.1541132654
The new positioning: “Cheaper than China”
•Direct, clear, concise message.
•Also reminded of ISO 9000 registration, and product
quality.
29. 29
Banner ads on ThomasNet industrial
directory
Leads from PPC and ThomasNet gathered
through a landing page
30. 30
Very active on Twitter, FB, LI, Flickr, YouTube
The results
•33% increase in Rodon's sales over three years.
• 95% of one toy manufacturer's parts (several billion
parts) are now produced in the United States.
•120% increase in website visits.
•450% increase in organic website traffic.
•Some Chinese manufacturers contacted
Rodon to challenge whether the company
could actually compete on price.
