Know about the top 7 B2B Marketing Trends for Driving Growth. Gain insights from the webinar led by Virginia Sharma, Director, Marketing Solutions, LinkedIn India

1. Virginia Sharma
Director - Marketing Solutions, India
LinkedIn
7 B2B Marketing Trends
for Driving Growth

2. LinkedIn is the world’s largest professional network of influential,
educated and affluent members
ADDING 2 NEW MEMBERS EVERY SECOND
540M+
Members
130M+
APAC Members
50M+
India Members

3. We bring value to
our members
Network with your
professional world
Stay
Connected
Knowledge from
professional content
Stay
Informed
Access to online
education
Learn
Build your professional
brand and identity
Resume to
Reputation

4. We bring value to
our customers
Identify, engage & nurture
decision makers
Sell
Market to who matters
Market
Train, retain and
develop your staff
Learn
Recruit the best talent &
create the best talent
brand
Hire

5. 9 Billion content impressions a week
+40% increase in engaged feed time
1,000 posts shared each minute
LARGEST DISTRIBUTOR OF
PROFESSIONAL CONTENT ON THE PLANET

6. 2018 Trends at a Glance!
01
02
03
04
Creative
Distribution
Audience
Measurement
• Build Data Driven Personas • Find An Ownable Topic
• Measure Revenue Per Lead • Target Individual Contributors

7. 7
Start With Who
1

8. Most Marketing Today Is
Not Customer-Centric
of buyers say
advertising is relevant
to them3%
8Source: Infolinks study on “banner blindness”

9. Actual Customer-Centric Marketing Is
Radically Individualistic
9Source: Netflix Blog On “Artwork Personalization”

10. That Means Every Little Detail Is
Driven By Data
10
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization”

11. Conversely, Most B2B Personas Are
Informed By Guesswork
Mohit
From Research
Shikha
From Sales
Tarun
From Procurement
11

12. Artificial Intelligence
Engagement
Machine Learning
Malware
Phishing
Security Hacker
Risk Management
0 1400400 1000
The First Step Towards Netflix
Starts With Data-Driven Personas
TRENDING CONTENTWEBSITE DEMOGRAPHICS
12

13. 13
First To Mind
2

14. Being First To Market Doesn’t Matter
14Source: 22 Immutable Laws of Marketing
Altair 8800 Apple

15. Relationship Between Market Share and Awareness
MarketShare
Awareness
0% 10% 20% 30% 40% 50%
40%
20%
0%
60%
15Source: American Marketing Association Study,
“How Brand Awareness Aids Profitability”
What Matters Is Being First To Mind

16. If You Can’t Be First To Mind,
Invent A New Category
16
Lindbergh Earheart
Source: 22 Immutable Laws of Marketing

17. Emerging
Awareness
Strong Awareness
Weak
Awareness
No
Awareness
17
Use Our “First To Mind” Matrix
To Find Opportunities
Engagement
Reach
High
100%
High
100%
Low
0%
Low
0%
HEALTHCAREVALUE-BASED CARE

18. 18
Media
Value Investing
3

19. The Most Savvy Investors
Look For Undervalued Assets
“Price is what you pay; value is what
you get. Whether we’re talking about
socks or stocks,
I like buying quality merchandise when
it is marked down.”
— Warren Buffett
19

20. 20
Individual Contributors (ICs)
Are An Undervalued Audience
Of Impressions Reach
Individual Contributors
24%

21. This Ignored Audience
Influences Buying Decisions Today
21
55%
Of Current Tech Buyers Are ICs

22. 22
Tech IC
And ICs Will Be Making The
Buying Decision Tomorrow
Tech Manager
Deal Begins Deal Ends
3yrs
3yrs

23. 23
So Broaden Your Investing Horizon
And Target Beyond The C-Suite

24. The War On Brand
4

25. Brand Marketers Are
Losing The Budget Battle
25Source: IPA Study, Marketing Effectiveness In The Digital Era
2007
47%
2016
72%

26. 26
Direct Response Wins In The Short-Run,
But Brand Wins In The Long-Run
Source: IPA Study, Marketing Effectiveness In The Digital Era
70%
60%
40%
10%
30%
0%
50%
20%
0 — 6 7 — 18 19 — 30 > 30
Campaign Duration in Months
% Reporting Very
Large Effects
The Conflict Between Long and Short-Term Metrics
Activation Effects
Market Share Effects

27. 27
60%
40% and 40% in more
bottom-funnel
messaging
Top performing brands invest 60% of their
budget in thought leadership or branding
The 10:1Rule
Every dollar spent
on creative,
spend $10on
distribution
2
7
80% of effects
tend to come
from 20%of the
causes
20%
80%

28. Acquisition Only
0.2%
28Source: IPA Study, Marketing Effectiveness In The Digital Era
Brand Only
1.5%
1.0%
0.5%
0.0%
Brand & Acquisition
0.3%
1.2%
Conversion Rate
Synchronize Brand And Demand
To Drive Exceptional Performance

29. 29
Lifetime Value
Of Content
5

30. Real-Time Marketing Might Be
The Worst Idea In Our Industry
30Source: Mark Ritson

31. The Smartest Companies
Invest In All-Time Content
31
197220011964

32. Start Measuring Time As A Metric:
Lifetime Value Of Content
=
32Source: Marketo
8consecutive years as Marketo’s top
source of ROI

33. The Death Of
The eBook
6

34. Client Meetings Are Arguably
A Brand’s Most Valuable Touchpoint
34

35. What Do Sellers Bring To Meetings?
PowerPoints — The Language Of Business.
35
30 million
times a day

36. And Yet, B2B Marketers Are
Cranking Out eBooks Like It’s 1439
36

37. Have You Ever Seen A Seller
Present An eBook To A Client?
37

38. PPT Aligns Sales + Marketing
And Gives You Greater Optionality
38
Klenier Perkins Caufield & Byers
3mo
Organizational change is messy. Here’s a new step-by-step guide for modern
finance leaders to overcome common challenges.
Http://lnkd.in/d7ZWYmE
43 Liked ・2 Comments
Internet Trends 2015 — Code Conference
kpcb.com
…

39. 39
Measure,
Fast And Slow
7

40. “Thinking is to humans as swimming
is to cats; they can do it but they’d
prefer not to”
— Daniel Kahneman, Thinking, Fast and Slow
40
Don’t Take This Personally,
But People Are Lazy

41. Like All People, Marketers
Prefer Easy Decisions
41

42. $0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
$80,000,000
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10
Allocating Budget Based On
“Cost-Per-Lead” Is Easy But Wrong
10 Year Revenue Projection
Initial
Investment:
$2
Initial
Investment:
$1,000
42

43. 43
Allocating Budget Based On
Revenue-Per-Lead Is Hard But Right

44. 44
Great. What Can I Do
With These Trends?

45. 1 Build Dynamic Personas Using 1st Party Data
2 Be First To Mind Among Potential Buyers
3 TargetBeyond The C-Suite
4 Track “Lifetime Content Value” To Improve ROI
5 Initiate Revenue Per Lead Measurement
Next Steps!

46. 46
Questions?

47. Thank You