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Reactions in B2B Marketing. Sam Sebastian, Director of B2B & Local Markets September 8, 2008. Chain-reactions in a downturn. Line of Business. CIOs. At a trough or a ledge?. 1080. 1060. 1040. 1020. 1000. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May. Jun. Jul. 07. 08.

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Reactions in b2b marketing

Reactions in B2B Marketing

Sam Sebastian, Director of B2B & Local Markets

September 8, 2008



At a trough or a ledge

Line of Business

CIOs

At a trough or a ledge?

1080

1060

1040

1020

1000

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Jul

07

08

Source: IDC IT FutureScan, July 2008


Biggest marketing challenges in the downturn

Demonstrate value of marketing whensales are decreasing

36%

Demonstrate the need for the samelevel marketing budget

23%

Realign marketing strategies tobusiness objectives

21%

Focus appropriate resources onlonger-term brand strategies

18%

Biggest marketing challenges in the downturn

Source: AMA Economic Downturn Survey Report, May 2008, n=244


How do we catalyze better marketing reactions
How do we catalyze better marketing reactions?

  • 1. Continue investments in search and online

  • 2. Tap into marketing value of online communities

  • 3. Experiment with new ways to create and share content



At work digital media rising among execs
At Work Digital Media Rising Among Execs

No digital

Oct 2002

Oct 2007

Some digital

Equal digital & traditional

Mostly digital

All digital

10%

20%

30%

40%

50%

0%

Source: Doremus/Financial Times, October 2007 (n=600).


Business execs rely heavily on the web
Business execs rely heavily on the web

C-Suite

67% cite Internet as most influential and important source

36%decline in newspapers being cited as main source

Global IT Decision-Makers

Internet cited as most important resource for product research

Two-thirds of IT research done online

71% use Internet in all decision phases; 61% work with sales rep

Source: Forbes.com & Gartner

8

8


Search a core behavior for business execs
Search a core behavior for business execs…

  • 70% of execs use search as primary research resource

77% of execs prefer Google to other search engines

85% or more use Google in every country except China, Korea & Russia

Source 2007 Enquiro B2B Survey, 2008 Global IT Study


Search a critical touchpoint across whole cycle
Search a critical touchpoint across whole cycle

70

60

50

Search Engines

40

30

Vendor Site

20

BtoB Search

10

Industry Information

0

Awareness

Research

Negotiation

Purchase

Source: Enquiro B2B Decision Maker & Influencer Study, 2007


Shifts even occurring in mature markets
Shifts even occurring in mature markets …

% Share of Total U.S. Internet Visits

0.0030%

0.0025%

0.0020%

Player 1

+2.5X

0.0015%

+1.5X

Player 2

0.0010%

0.0005%

0.0000%

Feb07

Mar07

Apr07

May07

Jun07

Jul07

Aug07

Sep07

Oct07

Nov07

Dec07

Jan08

Feb08

Source: Hitwise custom report


Driven by search marketing
… Driven by search marketing

Paid Search Traffic

Organic Search Traffic

Nov ‘07

Dec ‘07

Jan ‘08

Feb ‘08

21%

5%

9%

17%

Player 1

0%

0%

0%

0%

Player 2

Source: Hitwise custom report



B2b communities old idea evolving settings
B2B communities – old idea, evolving settings

Top Influencers in B2B Research Phase

1 = least influential, 6 = most influential

offline

5.5

online

4.2

Offline WOM

Online WOM

Source: Enquiro, MarketingSherpa, SSI and ZoomInfo, April 2008


B2b communities old idea evolving settings1
B2B communities – old idea, evolving settings

What are some innovative strategic options when sourcing MRO (spare parts, process consumables, general maint supplies)

I’ve already listed some standard ones, i.e., integrator outsourcing, leverage volume to key distributor, unbundle buyer function from planner/inventory specialist for staffing flexibility, etc… so I’m reaching for some “out of the box” thinking here.

Posted 1 month ago in Supply Chain Management, Purchasing | Closed | Flag question as…


Growth in niche communities
Growth in niche communities

  • Traffic growth of Linked in

Daily Unique Visitors

Google Trends

Jul 2007

Oct 2007

Jan 2008

Apr 2008

Jul 2008


Those engaged in online b2b communities are heavy users
Those engaged in online B2B communities are heavy users

Hoursper week

IT Toolbox community members

Average IT professional

4

3.5

3

3.3

3.0

2.9

2.9

2.7

2

1

0

Social media/user-generated

Online Editorial media

Online Vendor content

Source: ITtoolbox and PJA Advertising + Marketing Study, 2007


Marketing value of online communities
Marketing value of online communities

Generate more word of mouth

Increase product/brand awareness

Increase customer loyalty

Bring outside ideas into organization…

Improve public relations effectiveness

0%

5%

10%

15%

20%

25%

30%

35%

40%

Source: Beeline Labs, Deloitte and the Society for New Communications Research - The 2008 Tribalization of Business


Challenges in implementing online communities
Challenges in implementing online communities

Getting people to engage

Finding enough time to manage community

Attracting people to the community

Getting people to keep coming back

Getting people to join

0%

10%

20%

30%

40%

50%

60%

Source: Beeline Labs, Deloitte and the Society for New Communications Research - The 2008 Tribalization of Business






How would marketers rate their own content
How would marketers rate their own content?

Content Value (1 to 5, 5 very educational)

47%

53%

scored 3 or below

scored 4 or 5

Source: MarketingSHerpa and KnowledgeStorm, Connecting Through Content Phase III, Aug 2007 n=2700


Content that engages differentiates brands
Content that engages & differentiates brands

… Thought leadership is becoming the most effective means to attract attention, differentiate capabilities and spur customers to action.

Economist Intelligence Unit

Source: Economist Intelligence Unit, Megatrends in B2B Marketing 2008



Content distribution via events on the decline
Content distribution via events on the decline

How is the economy affecting trade show attendance plans?

cite economy-related reasons

73%

17%

More

40%

Attendingfewerconferences

43%

no change in conference attendance

Source: MarketingSherpa and CMP TechWeb, Business Content Study, March 2008, n=880


More thought leadership planned for virtual consumption
More thought leadership planned for virtual consumption

Now

60%

Next 3-5 years

50%

40%

30%

20%

10%

0%

InteractiveForums

Podcasts

Blogs

MobileDevices

Source: Economist Intelligence Unit, 10 MegaTrends in B2B Marketing


Building mountains of content
Building mountains of content

Search for Content

Find a Contact

News Updates

Videos

Interactive Tools

Thought Leadership and White Papers

Product Info

29


Declining ctr for display
Declining CTR for display

Self-reported / normalized

100

75

75

58

2005

2006

2007

2008

Source: Marketing Sherpa, Technology Marketing Benchmark Survey, April 2008Methodology: See details in Study Methodologies Section, N=915




How do we catalyze better marketing reactions1
How do we catalyze better marketing reactions?

  • 1. Continue investments in search and online

  • 2. Tap into marketing value of online communities

  • 3. Experiment with new ways to create and share content


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