State of B2B Marketing 2015

 Mathew Sweezey  Principal of Marketing Insights  msweezey@salesforce.com  @msweezey  

Presenting our latest research on new trends in B2B

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Mathew Sweezey Principal of Marketing Insights, Salesforce.com

Writer for: Clickz, Moz.com, Mashable

Author of: “Marketing Automation for Dummies”, Infinite Marketer (Q1 2016)

 We understand that business-to-business (B2B) marketers have different goals and strategies than business-to-consumer (B2C) marketers, and wanted to provide deeper insights into the digital marketing landscape for each in 2015. This report focuses on the more than 2,100 responses from B2B marketers who completed this year’s survey.

Statistically relevant data How the research was conducted

Executive Summary The three biggest things to show your CEO

 The biggest challenges of 2015 are new business development, quality of leads, and demand and lead generation.

Biggest Challenges for 2015

All signs point to increasing budgets  84% of surveyed said they plan to increase spending

Content is a big word Lets’ break it down into some useable data

62% of marketers say they are significantly increasing their investment in video.

57% of marketers are planning on investing significantly more in podcasting.

38% said they are decreasing spending on Native advertising.

Video Podcasting Native Ads

Native didn’t pan out so hot Video is proving big wins Podcasts are expected to be hot

Content Marketing creation  Broken down by top 2 and bottom 1

64% of marketers say they are significantly increasing their investment in paid social.

60% of marketers are planning on investing significantly more in web personalization in 2015.

61% of marketers said they are investing more in mobile push this year.

Paid Social Ads Web Personalization Mobile Push

Big for LTV not Lead Gen I’d double down on this one I’d triple down on this one

Content Marketing distribution  Broken down by top 3

Marketing Automation Lets’ break it down into some useable data

 Marketing automation is a combination of tools, techniques, and technologies to create a seamless customer journey. Here are the biggest features being used in marketing automation.

Marketing Automation Stats

Marketers who feel Marketing Automation is an Effective tactic for B2B marketing

81%

 66% of all email opens are on mobile devise, which means emails need to be mobile ready, or “Responsive”.

 48% of surveyed use “Responsive” design in their email marketing on a regular basis.

 27% of all marketers say they receive no value from their news letters.

 38% of marketers are now tracking the number of leads they generate via email as a core email metric.

 36% of marketers are using open-to-click ratio any more as a email marketing metric.

Mobile opens News Letter Face Lift Measurements

Business metrics vs Improvement metrics

Single column is just fine! It’s content not the medium!

Changes in Email  Three big changes happening

Why care about mobile? Yes, but let’s use data to prove this out.

Everything is mobile Mobile marketing must be leveraged in a new way. It is no longer disparate systems, but a singular journey managed by a marketing automation tool. Those who can understand are able to out preform their colleagues by 2X.

Mobile means more than just social media

 Do not neglect these two aspects Mobile and Social are Enablers

C-Suite social media Everyone is on social channels

Executives are social

“I check my phone when I get bored.” CEO, of every company on the planet

Business professionals check Facebook seventeen times per day – Informatica Research

The average smartphone owner has 7.4 social channels

66% of emails are opened on mobile devise

 74% of B2B marketers currently use Facebook.

 85% of those say it has a significant impact to their business.

 67% of all marketers use Linkedin as a part of their social marketing strategy.

 90% of those said they receive significant impact from it.

 27% of marketers are currently using Slideshare for marketing.

 91% of marketers are using Slideshare say it has significant impact to their business.

Facebook Linkedin Slidehsare

Social Trends to note  Channels making it big

 88% of B2B marketers surveyed said they get results from using this application.

 It is used by 93% of all Korean smartphones.

 88% of B2B marketers surveyed said they get results from using this application.

 It is the largest stand alone messaging app based on active monthly users. It is based in China.

 Social gaming and networking site is seen as another highly effective tool by B2B marketers. Because:

 Their largest demo is 35-49 higher than any other population on their app.

KaKaoTalk WeChat Tagged

Social Trends to note  Geography and niche counts

Social works for B2B

“Facebook has been our most effective social media technology for generating leads.”

John Johnston Director, Digital Marketing Volvo Construction Equipment of North America

 Volvo sells over $100 million dollars worth of heavy equipment each year and use Social Media as their number one lead driver.

 Social works, and if you are not working it you should be.

Recommendations Here’s what we suggest based on the data

Best places to spend money  And one you should reevaluate

2015 State of B2B

2,100 marketers have spoken Technologies, channels, and strategies continue to evolve at rapid pace, tasking marketers to evaluate, test, and implement in near real-time. B2B marketers are managing these shifts by implementing technologies and strategies that will target their customers with personalized content wherever they are.

Marketing Automation Lead scoring and nurturing Banner advertisements

Best Bets 69% of B2B marketers said this is the most effective use of funds when it comes to delivering value to the business.

68% of B2B marketers said lead scoring and nurturing was the 2nsd most effective technique and strategy they employed for driving results for their business.

53% of B2B marketers found banner advertisements effective. This makes them the least effective tactic of the 25 surveyed.

Current level of adoption

Only 26% of marketers are using lead scoring and nurturing.

Only 26% of marketers are using lead scoring and nurturing.

39% of marketers said they use banner ads as a part of their marketing practice.

Thank you