B2B Summit Crunched 2014

B2B SUMMIT 2014

CRUNCHED♯b2bsummit14

500 B2B Marketing professionals,37 expert speakers,5 workstreams,2 keynote presentations,1 unmissable day in June

The B2B Summit

www.earnest-agency.com

18 June 2014b2bmarketing.net/summit♯b2bsummit14


We came, we saw, we crunched…


Marketing is different to how it used to be.

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John Heffernan, Digital Sales Director, Foundry Comms

So how…?


In the old world, the analogue CMO would need to tap dance round the board room to sell an idea….

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Caroline Taylor, VP of marketing and CMO, IBM Europe

…Now it’s all about evidence and analysis.

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www.earnest-agncy.com

80% of all data was produced in the last 2 years. Data is the new oil. You need to mine it, process it and refine it to make it useful and powerful.

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”Caroline Taylor, VP of marketing and CMO, IBM Europe

There is nothing quite so useless, as doing with great efficiency, something that should not be done at all.Peter Drucker viaHeidi Taylor, Head of Government & Public Sector Marketing, PwC

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Because the fact of the matter is…

There’s no longer a digital marketing discipline. All marketing is digital.

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”Caroline Taylor, VP of marketing and CMO, IBM Europe


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In a sales process:21% of time is spent talking to sales people.23% talking to peers and colleagues. 56% on pure online research.IDG Connect via

David Fox, CEO & founder,Fox Parrack Singapour

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Those in the know say:Be social. Create great content. Optimise your online presence…

38% of social media users disengage because content is repetitive or boring.

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” John Heffernan, Digital Sales Director, Foundry Comms

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Gina Balarin, Content Manager, Concur

People don’t want good content. They don’t even want great content. They want super relevant content.

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“In the month after the Volvo video, there were more searches for ‘Volvo trucks’ than ‘great sex’. ”

Fearghal O’Connor, Industry Manager – B2B software & services, Google


Social Media is becoming more visual. We can process images 600,000 times faster than one paragraph of text.

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”John Heffernan, Digital Sales Director, Foundry Comms

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Having video on a landing page increases conversion by 70%.

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James Smee, Co-founder, Purestone


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32% of business buyers look for customer testimonial videos.


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Alex Robertson, Head of Social Media, Red Rocket Media

You don’t need a massive follower base if you engage the right influencers. Look at it this way, you don’t go to a party with your favourite track and shout play my music as soon as you get there. You need to find the influencer, the guy on the decks, and speak to him.

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Word to the wise:

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There are essentially three types of content:i) Hero content helps build awareness and positions your brand. ii) Hygiene content offers the best possible answer to a customer’s questions.iii) Hub content helps build customer loyalty.



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”Catherine Toole, Chairman, Sticky Content

30% say content plans are hijacked by other priorities. 29% say c-level execs interfere with content from marketing. 11% of content goes through at least 5 rounds of amends.

But for all the good intentions:

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Want less feedback? Ask for approval, not opinions.

Catherine Toole, Chairman, Sticky Content

Sound advice…


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The future is all about snackable experiences. When you’re looking at your website, ask yourself if it’s delivering that. ”

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James Smee, Co-founder, Purestone


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Creativity is the only sustainable business differentiator.

Alana Griffiths, Marketing Stategy Director, Mason Zimbler

Time to think differently?

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Every day we are served on average 2,904 media messages. Of which we pay attention to 52, and positively remember 4.

Elizabeth Smyth, EMEA Marketing Director, Marketo

Especially when you need to cut through the noise:

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A big idea has to come from balancing the personal needs of the buyer with those of the business.

Chris Wilson, MD, Earnest

And understanding your buyers is more important than ever:


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Chris Wilson, MD, Earnest

Global campaigns have to be based on a universal behavioural insight if they are to be successful. Otherwise you end up with brand camouflage – a lowest common denominator approach.

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Elizabeth Smyth, EMEA Marketing Director, Marketo

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Our marketing communications need to be like a real conversation – adapting mid conversation, flowing back and forth, between communications.


“B2B brands have a higher emotional connection than B2C brands – because they actually have a bigger impact on your life. They help you get promoted, they make you look good, they make you successful. James Smee,

Co-founder, Purestone

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Opportunity knocks:


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”Georgina Gilmore,Senior Director, global B2B marketing, Kaspersky Lab

There's a big difference between 'internal comms' and ‘internal engagement’. Internal comms often ends up just being email. Internal engagement is about getting on the road and meeting people face-to-face. You have to do this if you want your global campaign to 'land' locally with regional marketers.

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It pays to get your own people on side too:



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”Heidi Taylor, Head of Government & Public Sector Marketing, PwC

Try not to get so wrapped up in delivering your campaign that you forget to write the next chapter. Think about what comes next?


5 things that marketing needs to do in future:1.Use the power of social & mobile2.Extend the value of physical experiences (e.g. events) by linking them to online experiences3.Enhance personal interaction4.Create experiences by bringing people together - & extend this to online5.Manage the privacy and security of customer data

Caroline Taylor, VP of marketing and CMO, IBM Europe


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We’re not just mad men. We’re maths men as well. Uniting these two things is essential to change.

Martin Sorrell via Alana Griffiths, Marketing Stategy Director, Mason Zimbler

Bear in mind:

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If you can’t measure it, don’t do it. There’s a beauty in numbers.

Phil Clement, Global Chief Marketing & Communications Officer, Aon Service Corporation

That was the B2B Summit 2014 crunched by:


earnest-agency.com @earnestagency

And a big thank you to:b2bmarketing.net

Images courtesy of:

B2B Summit Crunched 2014

Marketing

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