1. A Glimpse into 2014 Game Changers
Christopher Hosford, East Coast Bureau Chief
Crain's BtoB|BtoB Online.com
Pam A. Evans, Consultant |Pam A. Evans Marketing
Jerry L. Nichols, Senior Director|SAP Global Marketing

2. Session Overview
• BtoB Market Findings
• 2014 Game Changers in BtoB
• SAP – A View of Game Changers in Action

3. BtoB Market Findings

4. Select Findings
From BtoB Research
• Content marketing
• Email
• Social Media
• From Good to Great

5. Content Marketing
Practices & Trends

6. 2013 2014
Stage 4
Stage 3
Stage 2
Stage 1
Stage 5
Stage 4
Stage 3
Stage 2
Stage 1
Content Marketing: Speeding up!
N=197
Source: BtoB magazine:Content Marketing Research, August 2013
Stage 5

7. Content Marketing: What’s the Point?
N=197
Source: BtoB magazine:Content Marketing Research, August 2013
Brand awareness
Lead generation
Sales
Thought leadership
Customer acquisition
Lead nurturing
Engagement
Customer retention
Website traffic
SEO

8. Content Marketing: How it’s done?
N=197
Source: BtoB magazine:Content Marketing Research, August 2013
Articles
Social media
Live events
Videos
E-newsletters
White papers
Case studies
Blogs
Webinars
Newsletters
Online surveys
Microsites

9. Content Marketing: How it’s not!
N=197
Source: BtoB magazine:Content Marketing Research, August 2013
Research reports
Bylined articles
Smartphone apps
Mobile content
Branded content tools
E-books
Tablet apps
Podcasts
Digital magazines
Virtual conferences
Gamification
Infographics

10. Email Marketing
Practices & Trends

11. Email Marketing: Budgets are up
N=424
Source: BtoB magazine: Email Marketing Benchmarks, March 2013
Stay the same
Increase
Decrease

12. Email Marketing: What’s the point?
N=424
Source: BtoB magazine: Email Marketing Benchmarks, March 2013
Customer acquisition
TransPromo
Cost reduction
Customer retention
Brand awareness
Lead nurturing

13. Email Marketing: What helps
N=424
Source: BtoB magazine:Email Marketing Benchmarks, March 2013
Segmented content
Lead nurturing
Quality content
List segmentation
Personalization
Data analysis
Automation/triggers
List hygiene

14. Email Marketing: Going mobile
N=424
Source: BtoB magazine:Email Marketing Benchmarks, March 2013
Use fewer images, less copy
Add mobile version link and
landing page
Redesign for touch
Use CSS techniques to scale images
and text to screen size
Use single column,
not multiple columns

15. Social Marketing
Practices & Trends

16. Social Marketing: Near saturation
N=432
Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

17. Social Marketing: What’s the point?
N=432
Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013
Branding
Product/event promos
What’s happening?
Traffic building
SEO
Lead generation
Competitive intel
Customer feedback
Customer support
Sales/revenue
Product development
Product co-creation

18. Social Marketing: Really ‘liked!’
N=432
Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013
Blogging
YouTube
Twitter
Facebook
Customer Communities
Google+
SlideShare
Pinterest
Flickr
Tumblr
Stumbleupon
Scribd
LinkedIn

19. From Good to Great
Challenges & Opportunities

20. Good to Great: Challenges
N=432
Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013
Need for faster, more relevant
touch points in the market
Reduced resources
Difficulty measuring ROI
Difficulty in making offers and
timing customer-specific
Current solutions fail to provide
meaningful analytics
Weakening effectiveness
of marketing
Declining brand awareness

21. Good to Great: Factors of Success
N=432
Source: BtoB magazine:BtoB magazine:Emerging Trends in B2B Social Marketing, March 2013
Ability to track ROI due to
technology
Use of social media marketing
Shift of power to customer
Maturation of demand gen
and lead nurturing
Mobile marketing opportunities
Fragmentation of media
Data cleansing improvements

22. 2014 Game Changers in BtoB

23. 2014 Game Changers
1. Content Marketing Shifts to Story Telling and
How To Help The Customer
2. Integration of Social with Email, Web and
Mobile
3. Personalization and Micro targeting
4. Intelligence Goes To The Cloud and
Visualization Becomes Pervasive
5. Sales and Marketing Collaboration

24. #1 Content Marketing - Story Telling
ATT Home Security
stories on all channels

25. #1 How to Help the Customer
“Great Content is
relevant,
intelligent,
useful and
entertaining”

26. #2 Integration of social with email,
web and mobile
Linkage Strategies
Responsive Sites

27. #2 Integration of Social with Email, Web
and Mobile
My Permissions Site

28. #3 Personalization and micro targeting
Cognitive brain emulations

29. #3 Real-time data integration and targeting
Display, Vendor sites and social media

30. # 4 Intelligence Goes To The Cloud
and Visualization Becomes Pervasive

31. # 4 Visualization Becomes Pervasive

32. #5 Sales and Marketing Collaboration

33. #5 GE Capital Sales Collaboration

34. SAP Game Changers in Action

35. How can we leverage 2014 game changers
to drive ROI?

36. Performance Management Framework

37. SAP Game Changers in Action
Live Demonstration

38. Guiding Principles for Performance
Management
KPIs are aligned to strategic initiatives
Clear and defined organizational roles & responsibilities
Success is defined, goals are data-driven and agreed upon
Metrics for KPIs are quantitative, scalable, and repeatable
Insights should be understandable, timely, usable, and fun!

39. Thank you!

40. Contact Information
Christopher Hosford, East Coast Bureau Chief
Crain's BtoB |BtoB Online.com
chosford@crain.com
Pam A. Evans, Consultant |Pam A. Evans Marketing
pam@pamevans.net
Jerry L. Nichols, Senior Director|SAP Global Marketing
jerry.nichols@sap.com