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Reactions in B2B Marketing

Reactions in B2B Marketing. Sam Sebastian, Director of B2B & Local Markets September 8, 2008. Chain-reactions in a downturn. Line of Business. CIOs. At a trough or a ledge?. 1080. 1060. 1040. 1020. 1000. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May. Jun. Jul. 07. 08.

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Reactions in B2B Marketing

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  1. Reactions in B2B Marketing Sam Sebastian, Director of B2B & Local Markets September 8, 2008

  2. Chain-reactions in a downturn

  3. Line of Business CIOs At a trough or a ledge? 1080 1060 1040 1020 1000 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 07 08 Source: IDC IT FutureScan, July 2008

  4. Demonstrate value of marketing whensales are decreasing 36% Demonstrate the need for the samelevel marketing budget 23% Realign marketing strategies tobusiness objectives 21% Focus appropriate resources onlonger-term brand strategies 18% Biggest marketing challenges in the downturn Source: AMA Economic Downturn Survey Report, May 2008, n=244

  5. How do we catalyze better marketing reactions? • 1. Continue investments in search and online • 2. Tap into marketing value of online communities • 3. Experiment with new ways to create and share content

  6. 1. Continue investments in search and online

  7. At Work Digital Media Rising Among Execs No digital Oct 2002 Oct 2007 Some digital Equal digital & traditional Mostly digital All digital 10% 20% 30% 40% 50% 0% Source: Doremus/Financial Times, October 2007 (n=600).

  8. Business execs rely heavily on the web C-Suite 67% cite Internet as most influential and important source 36%decline in newspapers being cited as main source Global IT Decision-Makers Internet cited as most important resource for product research Two-thirds of IT research done online 71% use Internet in all decision phases; 61% work with sales rep Source: Forbes.com & Gartner 8 8

  9. Search a core behavior for business execs… • 70% of execs use search as primary research resource 77% of execs prefer Google to other search engines 85% or more use Google in every country except China, Korea & Russia Source 2007 Enquiro B2B Survey, 2008 Global IT Study

  10. Search a critical touchpoint across whole cycle 70 60 50 Search Engines 40 30 Vendor Site 20 BtoB Search 10 Industry Information 0 Awareness Research Negotiation Purchase Source: Enquiro B2B Decision Maker & Influencer Study, 2007

  11. Shifts even occurring in mature markets … % Share of Total U.S. Internet Visits 0.0030% 0.0025% 0.0020% Player 1 +2.5X 0.0015% +1.5X Player 2 0.0010% 0.0005% 0.0000% Feb07 Mar07 Apr07 May07 Jun07 Jul07 Aug07 Sep07 Oct07 Nov07 Dec07 Jan08 Feb08 Source: Hitwise custom report

  12. … Driven by search marketing Paid Search Traffic Organic Search Traffic Nov ‘07 Dec ‘07 Jan ‘08 Feb ‘08 21% 5% 9% 17% Player 1 0% 0% 0% 0% Player 2 Source: Hitwise custom report

  13. 2. Tap into marketing value of online communities

  14. B2B communities – old idea, evolving settings Top Influencers in B2B Research Phase 1 = least influential, 6 = most influential offline 5.5 online 4.2 Offline WOM Online WOM Source: Enquiro, MarketingSherpa, SSI and ZoomInfo, April 2008

  15. B2B communities – old idea, evolving settings What are some innovative strategic options when sourcing MRO (spare parts, process consumables, general maint supplies) I’ve already listed some standard ones, i.e., integrator outsourcing, leverage volume to key distributor, unbundle buyer function from planner/inventory specialist for staffing flexibility, etc… so I’m reaching for some “out of the box” thinking here. Posted 1 month ago in Supply Chain Management, Purchasing | Closed | Flag question as…

  16. Growth in niche communities • Traffic growth of Linked in Daily Unique Visitors Google Trends Jul 2007 Oct 2007 Jan 2008 Apr 2008 Jul 2008

  17. Those engaged in online B2B communities are heavy users Hoursper week IT Toolbox community members Average IT professional 4 3.5 3 3.3 3.0 2.9 2.9 2.7 2 1 0 Social media/user-generated Online Editorial media Online Vendor content Source: ITtoolbox and PJA Advertising + Marketing Study, 2007

  18. Marketing value of online communities Generate more word of mouth Increase product/brand awareness Increase customer loyalty Bring outside ideas into organization… Improve public relations effectiveness 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: Beeline Labs, Deloitte and the Society for New Communications Research - The 2008 Tribalization of Business

  19. Challenges in implementing online communities Getting people to engage Finding enough time to manage community Attracting people to the community Getting people to keep coming back Getting people to join 0% 10% 20% 30% 40% 50% 60% Source: Beeline Labs, Deloitte and the Society for New Communications Research - The 2008 Tribalization of Business

  20. B2B communities that are catching on

  21. B2B communities that are catching on

  22. B2B communities that are catching on

  23. 3. Experiment with new ways to create and share content

  24. How would marketers rate their own content? Content Value (1 to 5, 5 very educational) 47% 53% scored 3 or below scored 4 or 5 Source: MarketingSHerpa and KnowledgeStorm, Connecting Through Content Phase III, Aug 2007 n=2700

  25. Content that engages & differentiates brands … Thought leadership is becoming the most effective means to attract attention, differentiate capabilities and spur customers to action. Economist Intelligence Unit Source: Economist Intelligence Unit, Megatrends in B2B Marketing 2008

  26. Advertiser-publisher partnerships

  27. Content distribution via events on the decline How is the economy affecting trade show attendance plans? cite economy-related reasons 73% 17% More 40% Attendingfewerconferences 43% no change in conference attendance Source: MarketingSherpa and CMP TechWeb, Business Content Study, March 2008, n=880

  28. More thought leadership planned for virtual consumption Now 60% Next 3-5 years 50% 40% 30% 20% 10% 0% InteractiveForums Podcasts Blogs MobileDevices Source: Economist Intelligence Unit, 10 MegaTrends in B2B Marketing

  29. Building mountains of content Search for Content Find a Contact News Updates Videos Interactive Tools Thought Leadership and White Papers Product Info 29

  30. Declining CTR for display Self-reported / normalized 100 75 75 58 2005 2006 2007 2008 Source: Marketing Sherpa, Technology Marketing Benchmark Survey, April 2008Methodology: See details in Study Methodologies Section, N=915

  31. Bringing the mountain to Mohammed

  32. Google a rich media advocate?

  33. How do we catalyze better marketing reactions? • 1. Continue investments in search and online • 2. Tap into marketing value of online communities • 3. Experiment with new ways to create and share content

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