What does award-winning B2B marketing look like? What trends and characteristics does it contain? Based on the shortlisted entries from the 2012 B2B Marketing Awards, this session will reveal the 12 key questions that marketers need to answer in order to prove the effectiveness of their activity to the board. The presentation is based on the exclusive new report, entitled The Evidence, produced by the Marketing Bridge and Peter Young, in association with B2B Marketing

1. Presented by:
Peter Young – Chairman of the Judges
Graham Wylie – Awards judge

2. Thank You
Nina Bennett – Marketing Communications Director – COLT
Nicholas Berendt – Director of Global Market Development – Sealed Air Medical Applications
John Bottom – Head of Content and Communications – Base One
Kate Bresnan – Head of Marketing Communications – Digitalk
Anne Byrne – Marketing Communications Manager – SL Investments
Danea Chandler – Business Intelligence Manager – ARCO
Anthea Christie – Head of Marketing Communications – Standard Life
Rob Coveney – Communications Manager – GL Noble Denton
Bill Douglas – Head of International Customer Communications – Orange
Neil Dowling – Head of Marketing – Cognizant
Andrew Fitzgerald – Senior Marketing Manager – IBM
James Foster – Marketing Communications Manager – BOC
Gill Greenwood – Marketing Director EMEA – ACI Worldwide
Lesley Hill – Client Services Director - Express Systems
Kate Kilpatrick – Marketing Manager – PMI Healthgroup
Georgios Kolovos – European Marketing Director – GE Capital
Andrew Nicholson – Head of Online – Sodexo Prestige
Peter O’Neill – Vice President and Principal Analyst – Forrester Research
Sue Pryce – Head of Marketing – Unipart Logistics
Zoe Sands – Head of Digital Marketing EMEA – Juniper Networks
Elizabeth Smyth – EMEA Marketing Director – Marketo
Michael Wolfe – Head of Marketing – AXA PPP Healthcare

11. The Evidence

12. Agenda
What it is? What we learned?
Why it’s needed? How to use it?

13. People view
the world
differently

14. Sometimes
we need a
different
perspective

15. 9 Questions...
1 2
Can marketing still What is
innovate in a meaningful
way to build
the value of our 3 Engineering,
market research Manufacturing,
shareholder and insight Sales and Finance are all
value? programme? ready to launch, why
should the business
wait for marketing?
4 5 What is the
How do value of any
we optimise our marketing investment
international marketing that does not result 6
to make the most impact in direct lead What is the right
while minimising generation? balance between
costs? the tools?
8
7 How do we get the 9
How do I know best from both What skills do
marketing is sales and marketers need
working? marketing? to be truly
effective?

16. And some opinions

17. Why...
10% London Business School
– 10% of Board time Cranfield study of
FTSE 500 Boards
Unaccountable
Untouchable
Slippery
Expensive
20% Deloitte – only 20% of senior
marketers believe their teams
are truly effective
17% B2B Marketing – 17% of
marketers in sales led
organisations feel respected

18. In many organisations
Marketing isn’t working…
90% of literature not used
80% of leads abandoned
75% Pipeline self-generated
40hrs per month sales tool creation

19. Empowered
buyers….
20 times the information
they had even
5 years ago!

20. New behaviours

22. So what did we learn
Selected chapter highlights
and specific conclusions
from over 60 case studies

23. How do I know
my marketing is working?
For crimes
against marketers

24. Meaningful metrics
require clear objectives
• Brand or demand?
• What’s been proven before can still work
• Get it right and Marketing Automation rocks!
• Big data is an opportunity and a threat

25. Can marketers still innovate
to add shareholder value

26. Innovation is live and well
Product innovation
Place innovation
Process innovation

27. Insight

28. Doing more for less
Small is beautiful
Markets are defined
by more than geography
Technology is a powerful
enabler

29. 5 steps to sales alignment
Emotional Technology Long term
wins enabled shared objectives
Integrated processes A shared
and behaviours vision

31. How to use this
– our conclusions

32. Marketing is
collaboration

33. The 7Ps still
matter

34. Insight is the
lifeblood of the
business

35. Its objectives
that really
matter

36. Brand and
Demand –
it’s not either/or

37. A final thought

38. Get in touch…
+44 (0)20 7924 7222
graham@decisionpt.co.uk