in collaboration with

Smarter Inbound

Brief, 2013

In  collaboration  with  

Contents Key challenges in B2B marketing What is neuromarketing? Neuromarketing examples DutchmarQ/ Neurospire ambition Why B2B online video? Approach Contact

In  collaboration  with  

Key challenges in B2B marketing B2B CMOs face declining budgets with (often) similar commercial targets Customers and prospects are increasingly e-lusive

Research (HubSpot et al) shows that up to 70% of the buying process, prospects do not want to be interrupted by sales/account manager

Paid media gets less attention, and is less trusted Owned media and earned media need to be leveraged B2B companies will shift their mix towards inbound marketing

95%+ of our decisions: made by our subconscious mind Yet most marketing communications fails to convert and is wasted

How can we bridge the gap with the elusive customer? by combining inbound marketing with neuromarketing

In  collaboration  with  

What is Neuromarketing? Neuromarketing is a relatively new discipline, combining neuroscience & marketing 95%+ of all our decisions are made subconsciously (yet we currently often do not know our preferences) The amount of waste in marketing is significant

The  largest  part  of  all  communications  fails  to  convert  (95%  of  new  products,  98%  of  mail  offers,  98%  of  direct  emails.  20%  of  ad  campaigns  have  no  brand  impact)    

Inbound  marketing  better  leverages  own  &  earned  media.  Conversion  rates  can  further  improve  with  better  insights  in  what  makes  us  tick  

Examples of neuromarketing include surveys based on eg fMRI, EEG, eye-tracking, facial coding (see examples next slide)

Neuromarketing  premise  is  to  further  improve  the  business  value  marketing  brings,  boosting  ROI  and  further  enabling  closed  loop  reporting  

Storyboards  can  be  tested,  neuromarketing  can  be  applied  to  early  designs/copies  

Online videos become are becoming more important B2B  online  videos  including  HubSpot  vs  Salesforce.com  wil  be  in-­‐scope  of  Q1  2013  neurosurvey      

The  outcomes  will  provide  great  input  in  rich  content  combining  best  practices  in  online  video  with  the  latest  neuromarketing  insights  

In  collaboration  with  

What is neuromarketing? (cont)

In  collaboration  with  

Neuromarketing examples fMRI: Functional Magnetic Resonance Imaging

Highly expensive Spatial accuracy high, time accuracy needs to be improved

Eye-tracking

Usability of eg website & conversion of landing pages

EEG: Electroencephalography brainwave measurement More affordable Highly precise in terms of timely resolution/accuracy

In  collaboration  with  

Neuromarketing thru EEG

Pls  n

In  collaboration  with  

Why B2B online video B2B online video was earmarked as key marketingcomms to assess as part of this survey due to:

Video being strongly tied to emotions and ill-understood Value and penetration of Video is rapidly increasing in B2B too Video is visual and lends itself to a deeper dive into what elements (broken down in milliseconds) make what difference

In  collaboration  with  

Approach

Prepare   Invite   Run    20  to  40  respondents    in  DutchmarQ  office  or  on  site    

Report  

Q1                Apr  2013                                                                                                                                                                                                                      Summer  2013                            

in collaboration with

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