b2b intech 2015 crunched
TRANSCRIPT
B2B InTech 2015
CRUNCHED♯b2bintech
180 B2B Marketing professionals,19 expert speakers,3 workstreams,5 keynote presentations,1 unmissable day in March
B2B InTech
www.earnest-agency.com
18 March 2015♯b2bintechB2bintech.com
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We came, we saw, we crunched…
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MARKETING HAS CHANGED MORE IN THE LAST TWO YEARS THAN IN THE PAST FIFTY.
Simon Hall,Country Head of Marketing, Dell
64% of B2B customers are doing research before engaging a sales rep.
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” Simon Hall,Country Head of Marketing, Dell
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93% of B2B customers do digital research – mostly via search. Search leads have a 15% close rate – when outbound have 2%.
Simon Hall,Country Head of Marketing, Dell
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The closer you get to the C-Suite, the more research is being done on mobile.
James Foulkes, Director, Kingpin
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67% use a mobile device when researching.
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The average individual is exposed to 30,000 messages per day.
John Watton, Director, Digital Marketing EMEA, Adobe
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But it’s awfully noisy out there.
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It’s all about snackable, bite sized content that people can consume on the move. ”
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Kimberley Brind,Former global social marketing leader, Oracle
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Making an emotional connection in B2B is so important. Digital has changed the ability to do that. Simon Hall,
Country Head of Marketing, Dell
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Technology companies are far too concerned with their own technology. They need to get over that and start focusing on the customer.
Bev Burgess, Senior Vice President, ITSMA EuropeImage courtesy of: Superfamous
Be warned:
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We need to shift to building relationships rather than telling and selling all the time.
Catherine Howard, Head of UK&I Marketing, ATOS
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If one voice can reach thousands (via social), imagine what an entire workforce can achieve.
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Simon Hall,Country Head of Marketing, Dell
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B2B marketing is being revolutionised. You need to talk to so many new audiences – and you need to humanise it.
Hector Taylor, Director, MartrainImage courtesy of: Jeff Sheldon, Unsplash.com
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Wearables like the Apple Watch will change the way I read my emails. More than ever, you’ll need to engage me and deliver a personalised experience.
John Watton, Director, Digital Marketing EMEA, AdobeB2B software & services, Google
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With the right customer journey and touchpoints, you can see a five fold increase in good quality opportunities.
Adrian Hardy,
Head of Volume Marketing, BT Global Services
If they can’t do it in less than two clicks, customers will get frustrated. Accessibility and usability are key.
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”Simon Hall,Country Head of Marketing, Dell
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No one in sales and marketing should use the word ‘prospect’. Instead, think of them as a ‘future advocate’.
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Kimberley Brind,Former global social marketing leader, Oracle
Think about the language you use
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Go and meet the decision-makers in your target accounts. Gain insight and learn from them about the art of the possible.
Image courtesy of: Jeff Sheldon, Unsplash.com
Adrian Hardy, Head of Volume Marketing, BT Global Services
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”John Watton, Director, Digital Marketing EMEA, Adobe
You’ll learn more in a day talking to customers than a week of brainstorming, a month of watching competitors or a year of market research.
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Marketing Automation is a game changer – especially when integrated with the sales function.
That means you get true results and marketing gets credibility by demonstrating its value.
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”Nicola Hamilton,Director of Corporate Communications, Misys
Opportunity knocks
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Trying to automate your marketing processes? If you can’t do it on paper first, you will fail.
Adrian Hardy, Head of Volume Marketing, BT Global Services
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Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.
Dan Ariely via:Rosemary Brand,Brand Advertising Manager, IBM
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Don’t panic
“With digitisation, everything moves a lot faster. To keep up, it makes sense to draw on external skills and expertise.”
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Tim Pearce, European Service Offerings & Marketing Lead, Xerox
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If you can start proving the ROI, your circle of influence will grow.
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Kimberley Brind,Former global social marketing leader, Oracle
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If you measure outputs rather than outcomes, you can devalue what marketing does as a profession.
Catherine Howard, Head of UK&I Marketing, ATOS
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87% of companies say Account Based Marketing delivers higher ROI than other marketing initiatives.
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”Bev Burgess, Senior Vice President, ITSMA Europe
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“Bev Burgess, Senior Vice President, ITSMA Europe
The accounts that you’re going to build your future on, are the ones you should account-based market to. ”
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A lot of account-based marketing is about helping the (target) company to imagine the future – and seeing you as the partner who can take them there..
Bev Burgess, Senior Vice President, ITSMA Europe
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”” Catherine Howard, Head of UK&I Marketing, ATOS
Marketing is about business value. If we’re doing anything that doesn’t add business value, stop doing it.
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“Never forget:
“Kimberley Brind,Former global social marketing leader, Oracle
Ask what you’d do if you weren’t afraid. It will open your mind to so many more ideas. ”
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Not taking a risk is a risk. In a competitive market, with noisy competitors we need to be on our toes and try something different.
John Watton, Director, Digital Marketing EMEA, Adobe
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Take 5-10% of your budget - and have a go at something different. It may fail, but it doesn’t matter so long as you learn.
John Moger, Director, Global Digital Demand, Juniper Networks
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KEEP TESTING.KEEP LEARNING.KEEP CHANGING.
Kimberley Brind,Former global social marketing leader, Oracle
That was B2B InTech 2015 crunched by:
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And a big thank you to:b2bmarketing.net