Essential Tactics For a Strong Start to 2015 1.27.15

SIX ESSENTIAL B2B MARKETING TRENDS FOR 2015

MARKETING WORKSHOPS

YOUR SPEAKERS TODAY

Michael Agnello Business Development

Cristina Heise VP Buyer Experience Planning

Amber Long VP Engagement

Melissa Mackey Search Supervisor

Emily Guthrie VP Media

WHAT WE’LL COVER

TREND 1: USE IT OR LOSE IT

TREND 2: THE EYES HAVE IT

TREND 3: BATTLE OF THE BOTS

TREND 4: REVIVE AND REVAMP

TREND 5: SHOUT FROM THE ROOFTOPS

TREND 6: EMBRACE THE AMBIGUOUS

TREND 1:

USE IT OR LOSE IT

WEAR IT OR DRIVE IT POLL

WEAR IT OR DRIVE IT

Mercedes-Benz self-driving car

STARTUP BACKLASH!

Uber Airbnb Etsy

AI SPRING

http://www.ft.com/cms/s/2/019b3702-92a2-11e4-a1fd-00144feabdc0.html#axzz3OdtMrJFU http://fortune.com/contentfrom/2015/01/12/advice-benioff-dont-be-creepy/ntv_a/7aYBA8zQCAfxgFA

“A lot of these AI

platforms are like Swiss

army knives. They can do

a lot of things, but it’s

not clear what the high-

value ones will be.” - Tim Tuttle, chief executive of Expect Labs

TREND 2:

THE EYES HAVE IT

YOUR FUTURE IS IN THE CARDS

http://blog.intercom.io/why-cards-are-the-future-of-the-web/ http://www.ahalogy.com/

GAMING VOYEURISM: TWITCH

From eLearning back in the 90s and industrial training videos before that, Twitch is a place where gamers can watch other people play.

GETTY IMAGES PHOTO TRENDS

MUTANT NATURE GENDERBLEND

GETTY IMAGES PHOTO TRENDS

WONDERLUST MERGING MEDIUMS

FUTURE UNKNOWN

GETTY IMAGES PHOTO TRENDS

TREND 3:

BATTLE OF THE BOTS

GOOGLE IS STILL KING, BUT ITS KINGDOM IS SHRINKING

Google is still king, but their kingdom is shrinking

GOOGLE’S MARKET SHARE CONTINUES TO SHRINK

Source: NetMarketShare.com, Sept 2014 vs Dec 2014

From 71% to 66%

From 6% to 9%

TAKING UP THE SLACK WITH ADS POLL

BING ADS STEP UP INNOVATION

* Source: comScore, June 2013

FASTER IS BETTER

PAGE SPEED IMPACTS SEARCH RANKINGS

•  Page speed is considered a small

algorithm ranking factor. It’s expected

that Google will dial this up this year

and make it a bigger factor.

•  Make sure your web pages load in

under two seconds.

TREND 4:

REVIVE AND REVAMP

LESS DATA MORE EMOTION

“Data will continue to play an important role in decision-making. However, we have found

through our research with FORTUNE Knowledge Group that decision-makers are increasingly

looking to their gut instead of the data.”

STORYTELLING: BACK TO BASICS

“If history were taught in the form of stories, it would never be forgotten.”

–Rudyard Kipling, The Collected Works

PAINTING A PICTURE WITH WORD

With a 25% increase in podcasting year-over-year and almost 40 million people listening,

podcasting will be a force to be reckoned with in 2015.

THE PR TECH INVASION

With a new wave of technology, the public relations field will go from cost center to profit center.

TREND 5:

SHOUT FROM THE ROOFTOPS

THE VIDEO EPIDEMIC

Distribution will shift from “one” to “many,” with preferential treatment for native hosting.

YouTube

Facebook,

Twitter,

LinkedIn

THE YEAR OF AMPLIFICATION

As marketers get better at creating content engines, we’ll see a shift toward boosting

consumption to prove ROI.

TREND 6:

EMBRACE THE AMBIGUOUS

A SPOTLIGHT ON “DARK SOCIAL”

Marketers will try to break into “dark” conversations, extracting more intelligence.

ATTRIBUTION CONFUSION

Half my marketing works, I just don’t know which half!

VISUAL:    MULTIPLE  DEVICES  LEADING  TO  PURCHASE  

POLL

RECAP

Trend 1: Use It or Lose It

Trend 2: The Eyes Have It

Trend 3: Battle of the Bots

Trend 4: Revive and Revamp

Trend 5: Shout from the Rooftops

Trend 6: Embrace the Ambiguous

QUESTIONS

THANK YOU!