B2B Summit 2013 Crunched
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B2B SUMMIT 2013 CRUNCHED Everything you need to know from the people in the know. ♯b2bsummit
Transcript of B2B Summit 2013 Crunched
B2B SUMMIT 2013
CRUNCHEDEverything you need to know from the people in the know.
♯b2bsummit
400 B2B Marketing professionals,34 expert speakers,4 workstreams,2 keynote presentations,1 unmissable day in June
The B2B Summit
www.earnest-agency.com
18 June 2013b2bmarketing.net/summit♯b2bsummit
www.earnest-agency.com
We came, we saw, we crunched…
Image: © Kyle, Creative Commons
42% of B2B Marketers are more confident of delivering improved results in the next 12 months versus 33% of B2C Marketers.
James SmeePurestone
The grass is looking greener on this side of the fence:
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”Image: © cdsessums, Creative Commons
The B2B buying journey is starting online.
But B2B marketers need to adapt as the way people buy is changing… More than 2 out of 3
buyer journeys start with a Google search.
Jasper BellAmazeImage: © Automatic hotlinks, Creative Commons
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60% of the sales cycle is over before a buyer talks to a sales person.
Kieran FlanaganHubspotImage: © Sam Cartelli, Creative Commons
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We are all receiving information through constant jumps between personal and professional networks – blurring the lines on where we are happy to connect with brands.James SmeePurestone
Image: © Richard Rhee, Creative Commons
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Welcome to the consumerisation of B2B…
Where it’s all about engaging B2B buyers emotionally…
James SmeePurestone
What they wantMake me look goodTeach me somethingEntertain meImpress meGive me a momentGive me an experienceMarket with me not at meDo not sell to meTalk my language
Image: © AndyWoo, Creative Commons
In the way they want to be engaged...
Mobile is a primary business tool for 56% of B2B audiences, rising to 73% for under 40s..
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Google Thinkb2b
Image: © chrishamby,Creative Commons
Jasper BellAmaze
Mobile is shifting everything – keep pace with your changing audience.
James SmeePurestoneImage: © Giovanni Novara, Creative Commons
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If you really understand the customer – you win.
“ ”Paul HigginsTalkTalkImage: © Cliff Hellis, Creative Commons
All this matters because:
B2B buyers say only 1 in 10 sales conversations gave them the value they wanted.
Graham WylieDecision PointImage: © Ian Britton, Creative Commons
However, take note:
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When it comes to inbound and outbound marketing – don’t completely turn off one tap, as you won’t be able to turn the other on fast enough.
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”Steve KemishCyance Image: © Funny Games, Creative Commons
So inbound and/or outbound?
Everyone is going CONTENT
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YImage: © theisabelfish, Creative Commons
Great content is the best sales tool in the world.
@saleslion
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Kieran FlanaganHubspotImage: © Dominika KomendaCreative Commons
Like Coca Cola, think liquid content that can work everywhere.
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Jasper BellAmazeImage: © Funny Games, Creative Commons
Scott McKeeBirddog
There are two types of story:man goes on a journey or a stranger comes to town. And it’s true even in the world of B2B.
Image: © Jorge FigueroaCreative Commons
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Amanda PhillipsVolume
If it’s all about educating your audience, why isn’t eLearning part of your content marketing strategy?
Image: © Tim EllisCreative Commons
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Salespeople spend on average 40 hours a month creating their own content for presentations - and 90% of what marketing give them is discarded.
Graham WylieDecision PointImage: © Ben Cummin,Creative Commons
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99% of people are content consumers. 1% of us are content creators. How can you turn 100% of people in your business into content creators?
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”Scott McKeeBirddog
Image: © half alive,Creative Commons
A great tool to help you track interaction with your content
Tynt:A tool that allows you to track who has copied and pasted your content, and where it has been shared.Steve KemishCyanceImage: © Ben Cummin,Creative Commons
Content should drive campaigns instead of campaigns driving content.
“Time for a re-think?
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Paul Higgins,TalkTalk BusinessImage: © adamthelibrarian,Creative Commons
3 sentence ideas are being turned into 36 page eBooks.Microsites full of the obvious disguised as the profound.Video interviews that might as well be subtitled Yadda-Yadda-Yadda.
“Content creators beware
”Jasper Bell,Amaze
Image: © James Tworow,Creative Commons
Keep the bar high. Put out good content. Forget frequency.
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Maria Burpee,DellImage: © Sponzone,Creative Commons
Quality is everything:
We're in a content arms race. Soon there'll be a massive content standoff, then a treaty to ban production of new content.
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Via @philhaslehurstImage: © RMH40, Creative Commons
This social thing isn’t going away soon
Social networks will eliminate email.”
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Scott McKeeBirddogImage: © macattck,Creative Commons
Maria Burpee Dell
The three key tricks to social:Listen. Engage. Sustain.
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Image: © Selvin Kurian, Creative Commons
The lifetime of a message on Twitter is 17 minutes.
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Maria Burpee DellImage: © Sven-Kare Evenseth, Creative Commons
But bear in mind…
A great tool to help with your social activity:
Findpeopleonplus.com:The place to search for and connect with the who’s who on Google+
Ian DuncanMediaCoImage: © Alex Mestes, Creative Commons
Success is hard to quantify and even harder to track.
We’re still struggling to measure real results…
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Samuele Papi,Reading RoomImage: © Ian MacPapica, Creative Commons
But some measures are better than others…
If you can’t change how you behave, it’s a bad metric.”
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Maria BurpeeDell Image: © Mark Van Laere, Creative
Commons
Target audience www.earnest-agency.com
Don’t forget creativity as it’s the thing that separates your process and plans from everyone else.
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If you really want to stand out…
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Paul Higgins,TalkTalk Business.Image: © Niels Linneberg, Creative Commons
Kieran FlanaganHubspot
And brand matters more than ever
Be a brand that people want to spend time with.
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Image: © Moyan Brenn, Creative Commons
Telemarketing is 5x as effective if your prospects know your brand.
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Sylvia JensenEloquaImage: © Thomas Levinson, Creative Commons
The only way you can truly run an integrated campaign is if you have a system to pin it all together.
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Paul HigginsTalkTalk BusinessImage: © Coen Versluis, Creative Commons
Just do some stuff. Take the first steps. The worst that can happen is you will feel a bit stupid. The best? You begin to revolutionise your marketing.
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”Paul HigginsTalkTalk BusinessImage: © Jjack Keene, Creative Commons
If there’s only one thing you take away…
That was the B2B Summit 2013 crunched by:
www.earnest-agency.com
earnest-agency.com @earnestagencyearnestagency.wordpress.com
And a big thank you to:b2bmarketing.net
