a glimpse into 2014 game changers
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A Glimpse into 2014 Game Changers
Christopher Hosford, East Coast Bureau Chief Crain's BtoB|BtoB Online.com
Pam A. Evans, Consultant |Pam A. Evans Marketing Jerry L. Nichols, Senior Director|SAP Global Marketing
Session Overview
• BtoB Market Findings
• 2014 Game Changers in BtoB
• SAP – A View of Game Changers in Action
BtoB Market Findings
Select Findings From BtoB Research
• Content marketing • Email • Social Media • From Good to Great
Content Marketing Practices & Trends
2013 2014
Stage 4
Stage 3
Stage 2
Stage 1
Stage 5
Stage 4
Stage 3
Stage 2
Stage 1
Content Marketing: Speeding up!
N=197 Source: BtoB magazine: Content Marketing Research, August 2013
Stage 5
Content Marketing: What’s the Point?
N=197 Source: BtoB magazine: Content Marketing Research, August 2013
Brand awareness
Lead generation
Sales
Thought leadership
Customer acquisition
Lead nurturing
Engagement
Customer retention
Website traffic
SEO
Content Marketing: How it’s done?
N=197 Source: BtoB magazine: Content Marketing Research, August 2013
Articles
Social media
Live events Videos
E-newsletters White papers Case studies
Blogs Webinars
Newsletters Online surveys
Microsites
Content Marketing: How it’s not!
N=197 Source: BtoB magazine: Content Marketing Research, August 2013
Research reports
Bylined articles
Smartphone apps
Mobile content Branded content tools
E-books
Tablet apps
Podcasts Digital magazines
Virtual conferences
Gamification
Infographics
Email Marketing Practices & Trends
Email Marketing: Budgets are up
N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
Stay the same
Increase
Decrease
Email Marketing: What’s the point?
N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
Customer acquisition
TransPromo
Cost reduction
Customer retention
Brand awareness
Lead nurturing
Email Marketing: What helps
N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
Segmented content
Lead nurturing
Quality content
List segmentation
Personalization
Data analysis
Automation/triggers
List hygiene
Email Marketing: Going mobile
N=424 Source: BtoB magazine: Email Marketing Benchmarks, March 2013
Use fewer images, less copy
Add mobile version link and landing page
Redesign for touch
Use CSS techniques to scale images and text to screen size
Use single column, not multiple columns
Social Marketing Practices & Trends
Social Marketing: Near saturation
N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Social Marketing: What’s the point?
N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
Branding
Product/event promos
What’s happening?
Traffic building
SEO
Lead generation
Competitive intel
Customer feedback
Customer support
Sales/revenue
Product development
Product co-creation
Social Marketing: Really ‘liked!’
N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
Blogging
YouTube Twitter
Customer Communities Google+
SlideShare
Flickr Tumblr
Stumbleupon
Scribd
From Good to Great Challenges & Opportunities
Good to Great: Challenges
N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
Need for faster, more relevant touch points in the market
Reduced resources
Difficulty measuring ROI
Difficulty in making offers and timing customer-specific
Current solutions fail to provide meaningful analytics
Weakening effectiveness of marketing
Declining brand awareness
Good to Great: Factors of Success
N=432 Source: BtoB magazine: BtoB magazine: Emerging Trends in B2B Social Marketing, March 2013
Ability to track ROI due to technology
Use of social media marketing
Shift of power to customer
Maturation of demand gen and lead nurturing
Mobile marketing opportunities
Fragmentation of media
Data cleansing improvements
2014 Game Changers in BtoB
2014 Game Changers
1. Content Marketing Shifts to Story Telling and How To Help The Customer
2. Integration of Social with Email, Web and Mobile
3. Personalization and Micro targeting
4. Intelligence Goes To The Cloud and Visualization Becomes Pervasive
5. Sales and Marketing Collaboration
#1 Content Marketing - Story Telling
ATT Home Security stories on all channels
#1 How to Help the Customer
“Great Content is relevant, intelligent, useful and entertaining”
#2 Integration of social with email, web and mobile
Linkage Strategies Responsive Sites
#2 Integration of Social with Email, Web and Mobile
My Permissions Site
#3 Personalization and micro targeting Cognitive brain emulations
#3 Real-time data integration and targeting Display, Vendor sites and social media
# 4 Intelligence Goes To The Cloud and Visualization Becomes Pervasive
# 4 Visualization Becomes Pervasive
#5 Sales and Marketing Collaboration
#5 GE Capital Sales Collaboration
SAP Game Changers in Action
How can we leverage 2014 game changers to drive ROI?
Performance Management Framework
SAP Game Changers in Action Live Demonstration
Guiding Principles for Performance Management
KPIs are aligned to strategic initiatives
Clear and defined organizational roles & responsibilities
Success is defined, goals are data-driven and agreed upon
Metrics for KPIs are quantitative, scalable, and repeatable
Insights should be understandable, timely, usable, and fun!
Thank you!
Contact Information
Christopher Hosford, East Coast Bureau Chief Crain's BtoB |BtoB Online.com
chosford@crain.com
Pam A. Evans, Consultant |Pam A. Evans Marketing
pam@pamevans.net
Jerry L. Nichols, Senior Director|SAP Global Marketing
jerry.nichols@sap.com
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