This document discusses trends in B2B digital marketing and the changing communications landscape. It notes that traditional channels like phone, events, magazines and sales reps are being supplemented or replaced by digital channels like social networks, blogs, webinars and websites. Statistics show that business buyers are increasingly using these digital channels and social media to research products and services. The document advocates that B2B marketers engage customers through these new digital touchpoints to better influence purchasing decisions.

1. B2B digital marketing The new communications landscape IAS B2B MarketingMarc Keating – Head of digital

3. 51,442,100 Internet users in UK Source: Internet World Stats, June 2010.

4. experience not interruption

5. London, free newspaper anyone?

6. Sao Paulo, first city to ban outdoor ads

7. B2B channel migration Traditional B2B Channels Phone Events Trade Mags Trade shows Sales execs News-letters E-mail WebEx & MSN Social networks Blogs Webinars Web sites RSS & Twitter Twitter

8. The power of crowds and the digital consumer

9. The difference between natives and immigrants Source: Enquiro B2B report – The rise of the digital native

10. threats opportunity

11. 91% of business buyers read blogs, watch user generated video, participate in other social media 55% of decision-makers were in social networks 43% are creating media (blogs, uploading videos or articles, etc.) “Social Technographics of Business Buyers” from Forrester Research

12. Friends Followers Group members By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users. Source: Gartner “Five Social Software Predictions for 2010 and Beyond”

13. 64% of B2B Internet users turn to a search engine before any other information source to find out about a product or service. Source: Enquiro's B2B survey

14. Customer journey The void – more fragmented Seek advice and review requirements Researching Reviewing and short-listing Search Final research Product reviews/advice Looking for new telecoms provider Decision Social media/blogs/forums/ Purchase Shopping/comparison Opal.co.uk Customer empowerment Engage, influence and intercept

15. Social search

16. Social search

17. Social search

18. Flickr search

19. YouTube search

20. Social sharing

21. The user becomes your advocate

22. push to pull

23. push pull Search optimisationPay per clickBlogs and whitepapersRSS feedsSocial networksSocial channelsViral videosWebinarsBanners Print adsDirect mailE-mailTelesalesTrade showsRadioBillboardEventsTelevision

24. B2B client experiences

25. engagement

26. Nike customisation nikeplus.com

27. Hotel 626 hotel626.com

28. Twelp Force twitter.com/TWELPFORCE

29. Rockwool dialogue

30. the dawn of the virtual sales person

31. content The new B2B Web site trends… The real-time Web The 2 way conversation From premium to freemium Rich-media content The social gateway Total integration

32. 68% of web users will have left your site if you don’t deliver relevance in two clicks. 40% of those users will never return to your site. Source: BMRB

33. Thank you