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5 Digital Must Dos-B2B Marketing 2016

Published on Apr 29, 2016

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PRESENTATION OUTLINE

5 DIGITAL MUST DOS

B2B Marketing
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Which areas should B2B marketers devote additional digital spend to in 2016?

What are the best approaches and tactics to focus on?

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We've sorted through dozens of research reports to identify

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5 KEY DIGITAL APPROACHES

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FOCUS ON
CONTENT QUALITY

Savvy B2B organizations have realized that content marketing is

a powerful tactic

and that it can be made even more effective

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by targeting content quality

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not just quantity

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B2B organizations are going all-in on content in 2016:

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• 76% of B2B marketers plan to increase content production

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• 51% expect to spend more budget on content marketing.

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Marketers are looking to create better content this year:

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• 60% say producing high quality content is a challenge.

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• 72% are focusing on creating more engaging content.

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MAP THE CUSTOMER JOURNEY

B2B marketers rank improving lead quality

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as one of their top current business challenges

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What’s the best way to get better leads?

By properly mapping out the customer journey.

Lead quality is the foundation of content marketing:

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• 87% of B2B marketers say lead quality is a key barometer for measuring effectiveness.

Better leads come from a better understanding of customers:

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• 87% of B2B marketers say mapping the customer journey is essential to digital success.

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DIVE INTO PREDICTIVE ANALYTICS

Some 55% of B2B organizations are hiring for marketing analytics roles in 2016.

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Because many have come to see the immense benefits of predictive analytics

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B2B organizations that utilize predictive analytics are 2X more likely to:

• Have annual revenue growth rates above 10%.

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• Have a larger market share compared with competitors.

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• Exceed their annual marketing ROI goals.

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B2B companies are using predictive analytics to:

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• Understand how high-value customers engage.

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• Target new leads and marketing opportunities.

• Optimize marketing spend to reach the right buyers.

BOOST SALES WITH MARKETING AUTOMATION

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How can you nurture enough new leads at every step of the buyer journey to significantly increase revenue?

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One increasingly important approach is

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MARKETING AUTOMATION

B2B marketers are investing in automation tools:

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• 66% plan to increase their spend on marketing automation platforms in 2016.

Because automation platforms produce more leads:

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• Automation platforms boost the sales pipeline by 10% on average.

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• Creating an integrated automation system isn’t simple

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52% of B2B marketers say they struggle with it

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but if done well, it can make your marketing more efficient across the board.

DON’T FORGET ABOUT SEM AND WEBINARS

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Some 46% of B2B buyers are now Millennials.

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This group is much more likely to research online before reaching out to a sales rep

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which makes SEM and webinars more valuable than ever

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They’re already champs; B2B marketers rank:

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• SEM as most effective paid tactic.

• Webinars as most effective unpaid tactic.

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They’re widely used and growing:

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• Millennial buyers do 12 web searches on average before reaching out to sales rep.

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• 70% of B2B buyers view videos/webinars during the evaluation process

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with 48%+ watching for more than 30 minutes on average

THE END

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Visualize and Automate Your Marketing Messages!

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