Post on 02-Aug-2015
B2B Summit 2015
CRUNCHED#B2BSummit15
500 B2B marketers
40 expert speakers
5 critical streams
1 unmissable day in June
B2B Summit 2015
www.earnest-agency.com
17 June, 2015
#B2BSummit15B2BSummit.net
We came, we saw, we crunched…
“ ”90% of everything is crap
Here’s the truth of it
Doug Kessler
Creative director, co founder, Velocity
Image courtesy of: Gratisography
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73% of people wouldn't care if the brands they use disappear from their life
Sadly, this means
Michael Brenner
Head of strategy, NewsCred
Image courtesy of: Matthew Wiebe - StockSnap
“”
1% of millennials said that a compelling ad would make them buy a product
Michael Brenner
Head of strategy, NewsCred
Which is worrying considering they will make up 50% of the workforce by 2020
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“ The buyer journey is nothing more than a series of questions that must be answered
The reality is, the buyer journey has changed
Michael Brenner
Head of strategy, NewsCred
Today’s business buyers do not contact suppliers until 57% of the decision has been madeKevin Lee
Director, social media, financial & risk,
Thomson Reuters
“”
Image courtesy of: Gratisography
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Your content needs to be:Easy Attractive Social Timely
There are 4 pillars for persuading people to make those decisions
Catherine Tool
Chairman, Sticky Content
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“We live in a complex world of marketing technology –there are 1876martech vendors across 43 categories
And there is more choice out there than ever
Ceri Jones
VP global demand generation & senior
director, Basware
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“We need to stop interrupting what people are interested in, and be what they are interested in
So marketers need to change with the times
Michael Brenner
Head of strategy, NewsCred
Image courtesy of: Negative Space
”“Content marketing
is all the marketing there is
Now, it’s all about creating great content
Seth Godin,
marketing guru
Lots of the content we create is worthy, but we’re not moving anyone”
“
Image courtesy of: Angel Acevedo, Unsplash
Doug Kessler
Creative director, co founder, Velocity
Build bonfires, not fireworks
Fireworks impress you for a second, bonfires draw you in
Image courtesy of: Olivia Henry, Unsplash
Sam Knowles
Owner and founder, Insight Agents
”
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Image courtesy of: Negative Space
It is continuous, not campaign-basedIt is customer, not brand focused
Content marketing is not advertising or PR
Michael Brenner
Head of strategy, NewsCred
”“
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Image courtesy of: Negative Space
63% of people remember stories, whereas just 5% remember stats
And, it’s about telling good stories
Sam Knowles
Owner and founder, Insight Agents
Image courtesy of: Negative Space
Stories that stick with us, move us
They persuade us to consider, and make a decision
“”
Image courtesy of: Negative Space
Look for data that’s actionable and spectacular. Everything else will waste your time
Georgios Kolovos
Marketing director, GE Capital
But base your stories on real insights
Image courtesy of: Negative Space
So how do you do it well?
Create once, publish everywhere
Cory Polonetsky
Senior director, value proposition initiative,
Elsevier
Image courtesy of: Dustin Lee- StockSnap
3 tips for killer content
1. Stop promoting. Create for real people2. Be the best answer on the internet3. Act like a human - maybe even funny
“
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We are now in the age of peer to peer - 92% of customers trust recommendations from people they know
However, content and stories can’t just come from brands
Image courtesy of: Jordan McQueen, Unsplash
Robin Hamiliton
Marketing director, inEvidence
Image courtesy of: Gratisography
People do business, not companies
Image courtesy of: Ondrej Supitar- StockSnap
Access to the organisation allows your customers to connect with your brand
So we must create advocates, but how?
Robin Hamiliton
Marketing director, inEvidence
They’re telling us what they want
Listen to your customers and help
them help you
Image courtesy of: Ryan McGuire- StockSnap
Robin Hamiliton
Marketing director, inEvidence
Image courtesy of: Rowan Heuvel- StockSnap
Give them Status:they want recognition and to feel important.
Robin Hamiliton
Marketing director, inEvidence
www.earnest-agency.com
Image courtesy of: Negative Space
To do this, we need to get more social
Social is no longer an afterthought, it’s a mainstream channel now ”
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Simon Morris
Director of demand marketing, Adobe
Image courtesy of: Jake Hills
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90% of buyers use search as a primary source of research
Because that’s where our audience are
Fearghal O’Connor
Industry manager for tech B2B, Google
75% of b2b buyers use social media to find information on vendors”
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Zoe Sands
Digital marketing & social selling lead,
Juniper Networks
85% of b2b buyers are more favourably disposed to a sales person if the initial contact comes through social”
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Sylvia Jensen,
Senior director EMEA, Oracle Marketing Cloud
Image courtesy of: Thom Weerd
46% of b2b buyers research on a smartphone
#mobilegeddon is a wake up callCory Polonetsky
Senior director, value proposition initiative,
Elsevier
And don’t forget mobile
Try taking a mobile first approach focused on customer needs
Image courtesy of: Jason Long
“”
Social media is the most measureable channel out there, however only 16% of organisations say they can measure social ROI
Most importantly, measure everything you do
Kevin Lee
Director, social media, financial & risk,
Thomson Reuters
One final piece of
advice...
Stop creating crap
Doug Kessler’s 10 ingredients
for creating crap greatcontent
Image courtesy of: Jason Long
1. Aim highGet ambition in the brief and inspire the creative team.
2. EmpathisePut down that persona document and buy your audience a coffee.
3. Keep approval teams small Big teams kill good work.
4. Less is more Say less, take a “library view”.
5. Find the sweet spotA balance between what your prospects care about, and what you know about.
6. Hard work pays offWork harder and earn bigger budgets.
7. The art of compromiseGet your clients to want to do the right things.
8. Quality over quantityGet good first, then scale up.
9. Truth is paramountWith insane honesty comes power.
10. Be tough and stand by your expertise.
That was B2B Summit 2015 crunched by:
www.earnest-agency.com
earnest-agency.com
@earnestagency
And a big thank you to:
B2B Marketing