"2018 B2B Marketing Trends" presented by Peter Weinberg at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.

1. 1
2018
B2B MARKETING TRENDS

2. 2
Our Approach
To This Year’s Trends

3. Our Trends Are
Contrarian By Design
3
ContrarianConsensus
Wrong Right
Source: Howard Marks

4. Our Trends Are
Actionable Today
“The future is already here
— it's just not very evenly
distributed.”
– William Gibson
4

5. 5
Start With Who
1

6. Most Marketing Today Is
Not Customer-Centric
of buyers say
advertising is relevant
to them3%
6Source: Infolinks study on “banner blindness”

7. Actual Customer-Centric Marketing Is
Radically Individualistic
7Source: Netflix Blog On “Artwork Personalization”

8. That Means Every Little Detail Is
Driven By Data
8
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization”

9. Conversely, Most B2B Personas Are
Driven By Guesswork
Rachel
From Research
Sarah
From Sales
Peter
From Procurement
9Source Place Holder:

10. Artificial Intelligence
Engagement
Machine Learning
Malware
Phishing
Security Hacker
Risk Management
0 1400400 1000
The First Step Towards Relevance
Starts With Data-Driven Personas
TRENDING CONTENTWEBSITE DEMOGRAPHICS
10Source Place Holder:

11. 11
Bionic Marketing
2

12. The Most Effective Marketers
Test Millions Of Ads At A Time
3,751,452
Views
12Source: Bloomberg
“Trump ran 5.9 million versions of
ads during the campaign…Clinton
ran 66,000 ads in the same period.”

13. 3,751,452
Views
13Source: BNP Paribas
Conversely, Most Marketers Today
Struggle To Run One Ad At A Time
Linkedin
3w
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…

14. Struggling To Increase Ad Quantity?
Robots Can Get You From 1 To 1 Million
14
Marketing Manager
Source Place Holder:

15. Getting To 1 Million Ads Starts With
Machine Readable Design
3,751,452
Views
15Source Place Holder:
WHAT HUMANS SEE WHAT ROBOTS SEE

16. Then Feed Your Templates To A Robot,
Who Can Create Millions Of Variations
3,751,452
Views
16Source Place Holder:

17. More Creative Testing Will
Massively Improve Your Performance
3,751,452
Views
17Source: Internal LinkedIn Data
0.35%
0.25%
0.15%
0.05%
0%
0.10%
0.20%
0.30%
0.40%
Time
April
Performance
CTR

18. 18
You Are What
You Signal
3

19. Which Ad Looks
More Expensive?

20. Signaling Explains
Why Expensive Advertising Works
“The fact that a product is heavily
advertised -- regardless of its message --
is evidence to the consumer that the
quality of the product is high.”
20

21. That’s Why Companies Like Apple
Only Buy The Most Expensive Inventory

22. And Yet, Most Media Buyers Want
The Cheapest Inventory Possible

23. So Are Your Ads Reassuringly Expensive,
Or Worryingly Cheap?

24. 24
Media
Value Investing
4

25. The Most Savvy Investors
Look For Undervalued Assets
“Price is what you pay; value is
what you get. Whether we’re talking
about socks or stocks,
I like buying quality merchandise
when it is marked down.”
— Warren Buffett
25Source Place Holder:

26. 26Source Place Holder:
Individual Contributors (ICs)
Are An Undervalued Audience
Of Impressions Reach
Individual Contributors
24%

27. This Ignored Audience
Influences Buying Decisions Today
27Source Place Holder:
55%
Of Current Tech Buyers Are ICs

28. 28
Tech IC
Source Place Holder:
And ICs Will Be Making The
Buying Decision Tomorrow
Tech Manager
Deal Begins Deal Ends
3yrs
3yrs

29. 29Source Place Holder:
So Broaden Your Investing Horizon
And Target Beyond The C-Suite

30. Great. What Can I Do
With These Trends?

31. 1 Build dynamic personas using 1st party data.
2 Structure your creative right to scale through AI.
3 Invest in premium contexts to signal quality.
4 Reach tomorrow’s decision makers to maximize sales.