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The Future of B2B Marketing
Marketing for What Comes Next 
Dreams of the future ignite our imagination about what’s possible. They create 
anticipation for what’s next - from the latest gadgets to the newest trends in B2B marketing. 
A nostalgic look back at the 1950s brings to mind dreams of flying cars, moon bases and 
unlimited power from the sun. We may not have “flying saucers for everybody” yet, but 
advances in technology and media have made many futuristic predictions a reality. 
To spark your imagination about what’s next in B2B, TopRank Online Marketing and 
MarketingProfs bring you this Future of B2B Marketing eBook. It features predictions 
from 31 top marketers presenting at the B2B Marketing 
Forum, helping you to explore B2B like never before. 
From innovative technology to predictions so far 
out there that they’re science fiction, this eBook will 
inspire your thinking (and maybe your dreams) about 
the future of B2B marketing. 
Lee Odden 
TopRank Marketing 
!"#$%$& 
Ann Handley 
MarketingProfs
Our B2B Marketing Futurists 
!"#$%$& 
Joel Book 
Michael Brenner 
Heidi Cohen 
Frank Days 
Gini Dietrich 
Susan Emerick 
Laura Fitton 
Steve Garfield 
Jim Greenway 
Ann Handley 
Tim Hayden 
AJ Huisman 
Doug Kessler 
Larry Kim 
Seth Lieberman 
Jennifer Sable Lopez 
Amanda Maksymiw 
Brian Massey 
Loren McDonald 
Jason Miller 
Jon Miller 
Kerry O'Shea Gorgone 
Lee Odden 
Christopher Penn 
Jeannine Rossignol 
Shane Snow 
Justin Steinman 
Cindy Valladares 
Viveka von Rosen 
Tom Webster 
Andy Zimmerman
B2B On-Demand Available October 17 - $295 
& 
Get Your B2B Marketing 
Smarts On-Demand! 
'()*+,('&,-./0&
“In the future, prospects will react 
so positively to Precognitive 
Marketing, they will call you to ask 
for a sales call!” 
Justin Steinman 
@justinsteinman 
#MPB2B
Precognitive Marketing 
!"#$%$& 
Justin Steinman 
@justinsteinman 
CMO at General Electric Healthcare IT 
#MPB2B Presentation: 
CMO Focus - Inbound Outbound 
Marketing: Using Content Across Paid 
and Earned Media 
Taking a page from the movie “Minority Report,” the 
future of B2B marketing is Precognitive Marketing -- a 
marketing engine that takes publicly available data 
about a prospect’sbusiness performance and 
challenges, and then shapes a customized sales and 
marketing approach.  
Precognitive Marketing includes a unique demo that 
proactively shows how your solution can address needs 
that prospects may not even know they have.  
Prospects will react so positively to Precognitive 
Marketing that they will call you to ask for a sales call!
TL;DR Retired After a Long Run 
!#$%$ 
Ann Handley 
@AnnHandley @MarketingProfs 
Chief Content Officer at 
MarketingProfs, Author of Everybody 
Writes 
#MPB2B Conference Emcee 
The Internet announced that its shorthand phrase 
TL;DR (Too Long; Didn't Read) is being replaced with 
a new phrase: GR;LI (“Great Read; Loved It”). 
Smart businesses around the world celebrated the 
move as a victory for quality content that’s ridiculously 
useful and valuable – no matter the length. 
Pundits credited B2B marketers for leading the charge, 
and they celebrated by looting jargon and buzzwords 
from their content and burning them in public bonfires. 
Particularly flammable were words and phrases such 
as “value-added,” “impactful,” and “best-of-breed.” 
“I don’t understand what happened,” said Jonah 
Peretti, founder and CEO of Buzzfeed. “One minute the 
sole alternative to long, boring content was all cat 
pictures and listicles and useless quizzes about which 
Jaden Smith tweet best represents your soul… and 
then POOF, it’s gone.”
B2B Future: Crazy, Creepy, Cool Tech 
!#$%$ 
Viveka von Rosen 
@linkedinexpert 
CEO at Linked Into Business 
#MPB2B Presentation: 
B2B Conversion Optimization Case 
Studies that Inspire 
The one thing I know about the future of B2B Marketing 
is that I don’t think we’ll recognize it! 
What will influence B2B Marketing in the future more – 
hardware design or software innovation? You see 
hardware like Oculus Rift and D-Wave’s Quantum 
Computer popping up seemingly overnight. Imagine 
what fully experiential quantum data integration will 
do to Marketing? 
And then you have folks like Dr. Mark Sagar who 
recently introduced the first fully responsive, CGI, 
artificial intelligence baby, evoking a very real 
emotional response from his audience. 
The future is here and the hashtag is 
#CrazyCreepyCoolTech!
CMO: Chief Officer of the User Journey 
!#$%$ 
Joel Book 
@joelbook 
Director of eMarketing Education at 
Salesforce ExactTarget Marketing 
Cloud 
#MPB2B Presentation: 
Interactive Session: Creating Useful 
Personas and Tone of Voice 
Guidelines 
One of the biggest trends in B2B Marketing is the rapidly 
expanding technology budget for the CMO. Gartner 
predicts that, by 2017, the CMO will have a larger IT 
budget than the CIO. 
As Marketing, Sales and Customer Service functions 
converge, CMOs are being asked to shoulder responsibility 
for not only creating brand awareness and generating 
leads, but nurturing those leads by providing information 
that aids purchase, and delivering relevant and timely 
customer service communications. 
In short, “NextGen CRM” is all about personalizing and 
optimizing the B2B buyer’s product research, buying and 
usage journeys. And the CMO is rapidly becoming the 
company’s Chief Journey Officer!
Marketing 3000: Customer Insights, Finally 
!#$%$ 
Tom Webster 
@Webby2001 
VP of Strategy at Edison Research 
#MPB2B Presentation: 
How to Use Messaging to Build a 
Truly Differentiated Brand 
I think in the far, far future, when robots are doing my 
job, B2B marketers will know as much about their 
buyers as B2C marketers know about theirs. 
B2B customer research is more difficult, and at times 
more costly, than B2C research because you are trying 
to hit a much smaller target. But someday, maybe by 
the year 3000, a combination of lower costs and a 
greater need to differentiate will combine to make 
acquiring these kinds of insights mandatory. 
And I'll be toiling in the salt mines of Proxima Centauri 
until my implants give out.
“The B2B Marketing organization of 
the future will be organized around 
data, content and technology.” 
Michael Brenner 
@brennermichael 
#MPB2B
The Disappearing Silos of B2B 
!#$%$ 
Michael Brenner 
@BrennerMichael 
Head of Strategy at NewsCred 
#MPB2B Presentation: 
Content Marketing at Scale: The Big 
Hitters Panel 
Content is the 2nd largest marketing expense after 
advertising at the majority of large businesses. Yet 
most marketing resources and people are devoted to 
creating content that often goes unused, unread or 
unshared. 
The B2B Marketing organization of the future will begin 
to rapidly transform. Silos like branding, advertising, 
lead generation will all disappear! 
The B2B Marketing organization of the future will be 
organized around data, content and technology: data 
(for personalization), content (for target audience 
consumption) and technology (required to act like a 
21st century marketing organization).
Buyers Close Their Own Deals 
!#$%$ 
Steve Garfield 
@stevegarfield 
Investor, Writer, Humorist at 
SteveGarfield.com 
#MPB2B Presentation: 
7 Minutes of Awesome 
No Sales People: In the future, salespeople have been 
replaced by advisors to help guide buyers to a 
purchase decision. Think Tesla for industrial trucks. 
Buyers close their own RFPs: Companies will operate 
inside a huge Mylar bubble and when there are no more 
pods in the break room Nespresso machine, their Apple 
wrist device sends out an order. Confirmations are 
tweeted and posted to LinkedIn. 
Videos will be short: Under 6 seconds. Maybe 4 1/2. 
When you see a PLAY button, you know you'll waste only 
4 1/2 seconds. Want to catch up on the latest Ann 
Handley presentation? That’s 666.66 videos in a row.
Coming Soon: Google Cranial Implants 
!#$%$ 
Doug Kessler 
@dougkessler 
Co-founder  Creative Director at 
Velocity Partners 
#MPB2B Presentation: 
Content Marketing At Scale: The Big 
Hitters Panel 
It's only in beta but Google Cranial Implants (GCI) use 
low-energy proximity sensing to trigger “B2B-neuro-content”' 
in the frontal lobe of the user. 
So if a male prospect who's in your funnel gets within 
8-10 feet of a salesperson, he will involuntarily shout 
Bingo! and get an erection (you can opt out but who 
would?). The implant also allows Google to index your 
hopes and fears to serve more relevant native thought-vertising. 
Back in reality, I expect: 
1) Immersive screen-based content (like Snowfall) to 
start replacing print-like content 
2) Content personalization to come to B2B in a big way 
3) Ann Handley to sell the screen rights to Everybody 
Writes and buy the New York Jets from under Gary 
Vaynerchuk's nose
Mobile Commerce Takes Over the World 
!#$%$ 
Kerry O'Shea Gorgone 
@KerryGorgone 
Instructional Design Manager, 
Enterprise Training at 
MarketingProfs 
#MPB2B Presentation: 
The Science of Learning 
Mobile commerce will overtake traditional payment 
methods in the consumer space. B2B buyers will get 
used to that convenience, and will come to expect it 
from the vendors they work with. 
A recent Forbes study found that 25% of executives 
have already purchased a product or service for their 
business via mobile, and many used mobile to research 
purchases of $100,000 or more. 
B2B marketers will create mobile content that's easy to 
view, share, and act on, enabling mobile conversions. 
However complex a company's product or service 
offering, however niche their market, every business 
that lasts will embrace mobile.
Websites Become Completely Dynamic 
!#$%$ 
Andy Zimmerman 
@AHZimmerman 
Chief Marketing Officer at Evergage 
#MPB2B Presentation: 
CMO Focus - Inbound Outbound 
Marketing: Using Content Across 
Paid and Earned Media 
We try to engage prospects with relevant content on our 
websites. Yet, with few exceptions, sites today fail to 
engage effectively because we treat all visitors the 
same way and show the same information every time. 
Imagine a world where your site is a blank slate. Then, 
based on how each person arrives (via search, AdWord, 
social, referring site, etc.) the content and navigation 
builds out automatically.  
And based on every action by visitors (what they click, 
search, download, read, etc.) the site continually builds 
out – always serving up the most relevant content on a 
completely dynamic basis.
“The days of awkward manual 
number crunching and 
guesstimation are numbered.” 
Laura Fitton 
@Pistachio 
#MPB2B
End of Days for “Franken Tools” 
!#$%$ 
Laura Fitton 
@Pistachio 
Inbound Marketing Evangelist at 
HubSpot 
#MPB2B Presentation: 
7 Minutes of Awesome 
In the old days we networked computers together 
with floppy disks. Laughable, right? Similarly, today's 
marketers network all their digital tools together by 
pulling .csvs from different tools. In the future, all this 
compiling will seem just as laughable as floppies. In 
the future, marketing won't need to pull and combine 
sets of data from different tools to gauge funnel 
effectiveness. 
Whether by acquisition roll-ups, purpose-built all-in-one 
suites, or home-grown integration (hiring 
developers to stitch together the APIs of your preferred 
tools), the days of Franken tools are numbered. We'll 
spend less time measuring results, and more time 
actually getting results. The days of awkward manual 
number crunching and guesstimation are numbered.
The New Information Source: Social Media 
!#$%$ 
Jim Greenway 
@wowjim 
Manager, Online Marketing at T.D. 
Williamson 
#MPB2B Presentation: 
The Science of Lead Nurturing/ 
Generation 
While generating leads will remain the top objective for 
B2B marketing, the method by which they are 
generated will shift. Industry and trade magazines are 
still important for most businesses, websites provide a 
basis for content, paid search provides a method for 
attracting new business, but they will no longer be 
enough. 
Digital channels and social networking sites will 
become THE source of information as consumers look 
for quick resolutions to problems and to meet their 
immediate needs. B2B marketing winners will be the 
companies that create strong social connections to the 
market and deliver the most relevant content. 
Companies that fail to adapt won’t have a future.
Neural Interface Marketing Platforms 
!#$%$ 
Christopher S. Penn 
@cspenn 
Vice President, Marketing Technology 
at SHIFT Communications 
#MPB2B Presentation: 
The ROI of Content Marketing 
Human-neural interfaces to computers are about 95% 
accurate. These devices allow computers to read 
brainwave activity. Once they achieve accuracy closer 
to 99.999% accuracy, marketers may start using them. 
Imagine being able to think a Facebook update, or look 
at a marketing analytics chart and rearrange it just by 
thought. Imagine being able to tie a neural interface to 
a device like Oculus VR, where a customer could 
control an experience with your brand through thought. 
That's the power of where human-computer interfaces 
are headed. Companies are already manufacturing 
headsets for commercial medical use, so a neural 
interface to marketing platforms may be a decade 
away.
Liberty Act 2017: All Marketing is B2B 
!#$%$ 
Heidi Cohen 
@heidicohen 
Chief Content Officer, Riverside 
Marketing Strategies 
#MPB2B Presentation: 
10 Search  Social Media Tactics to 
Amplify Your Content Distribution 
Prediction: Following the economic crash of 2016, 
Congress passes the Living Is Business Economic 
Recovery This Year Act (aka The LIBERTY Act of 2017). 
Specifically, the government lowers the barrier for 
individuals to incorporate. 
The goal is to help the millions of unemployed 
marketing consultants start new businesses. In the 
process, consumers disappear because every purchase 
becomes a business expense. 
As a result, all marketing becomes B2B.
Big Data: Future of Marketing Automation 
!#$%$ 
Jon Miller 
@jonmiller 
VP Marketing and Co-founder at 
Marketo 
#MPB2B Presentation: 
Metrics  Analytics: How to Harness 
the Power of Data to Build Marketing 
Credibility 
Marketing automation today is primarily about tracking 
email and website behaviors, and then running email 
campaigns based on that behavior (e.g., lead 
nurturing).  
In the future, marketing automation will get (big) data 
from numerous sources, including mobile/location, 
social streams, and connected devices. It will use 
analytics to predict the right action to take at any time. 
And it will let companies interact with customers and 
prospects over various channels including email, but 
also mobile push, ad retargeting, personalized 
websites, custom social audiences, and more.
“In the future there is no 
distinction between B2B or B2C – 
everything is marketed to 
individuals.” 
Jeannine Rossignol 
@j9rossignol 
#MPB2B
B2B  B2C Will Be Replaced by B2i 
!#$%$ 
Jeannine Rossignol 
@j9rossignol 
Vice President of Marketing at Xerox 
Global Services 
#MPB2B Presentation: 
Content Marketing At Scale: The Big 
Hitters Panel 
In the future there is no distinction between types of 
marketing, B2B or B2C is irrelevant because everything 
is marketed to the individual, and everything is 
controlled by your smart devices.  
When the alarm on your phone wakes you up, you hear 
a message about the latest traffic report and a 
reminder to leave early because your car is almost out 
of gas. As you listen to the news, through iHeartRadio 
on your phone, all the commercials are customized to 
you.  
You might hear a promo for a new coffee flavor that 
works in the Keurig you just bought, or you might hear 
a promo on a new product/service based on the Google 
search you did last night.
Quality Crushes Quantity 
!#$%$ 
Seth Lieberman 
@sethwlieberman 
Founder and CEO at SnapApp 
#MPB2B Presentation: 
How NOT to Be a Content Marketing 
Zombie and Survive the Coming 
Demand Gen Apocalypse 
1. CMOs will take the pole position for CEO promotions. 
As marketing becomes the single biggest driver of 
business growth CMOs will ascend to run the whole 
shebang. 
2. Every Marketing Automation company with more 
than $10M of revenue will be acquired. Marketing 
Automation is increasing table stakes for marketers 
and large players who don’t have an offering, but will 
buy whomever is left to be a central piece of their 
marketing cloud offerings. 
3. Quality will crush quantity in content marketing. 
The days of cranking out content to suck up SEO traffic 
are gone and marketers will increasingly spend time 
and money to deliver quality content and experiences 
that set them apart from the crowd.
Employee Advocacy A Critical Imperative 
!#$%$ 
Susan Emerick 
@sfemerick 
Founder  CEO at Brands Rising 
#MPB2B Presentation: 
Empowering Employees to Build 
Trust  Advocacy in Social Media 
Employee Advocacy is picking up steam and will 
become the next big social mega trend as the C-Suite 
in B2B companies wake up to the importance of social 
business transformation and looks across the 
organization to integrate social into core business 
functions. 
Industry research continues to prove that employees 
and people I know are the most trusted sources of 
information online, especially when shared across 
social networks. As a result, the C-suite will increase 
investment in programs to equip employees to engage 
in social networking to support business goals. 
Early leaders are already seeing that companies with 
engaged employees outperform those without, by up to 
202%.
Big Data, Big Opportunity for Content 
!#$%$ 
Jennifer Sable Lopez 
@jennita 
Director of Community at Moz 
#MPB2B Presentation: 
Kick Your Social Strategy Into 
Overdrive: The Ins and Outs of 
Testing Social 
The idea of taking big data and turning it into real-time, 
relevant content for your community, should be a 
no-brainer for the future. 
We saw it recently when Jawbone wrote a post about 
how Bay Area sleepers were affected by the Napa 
Earthquake, based on real-time data it had from 
customers. Although Jawbone is B2C, I see the trend 
being the same. 
If you're not utilizing your data to create something 
meaningful for your customers and community, you're 
missing out on a huge opportunity for your brand. Make 
your data work for you!
Predictive Analytics: Right Time  Place 
!#$%$ 
Loren McDonald 
@LorenMcDonald 
Vice President, Industry Relations at 
Silverpop, an IBM Company 
#MPB2B Presentation: 
More Human Email = More 
Engagement 
The future of B2B marketing will combine a prospect’s 
social graph, online behavior, content interactions, 
demographic and firmagraphic information with 
scoring, predictive analytics and marketing, content 
and salesforce automation. 
When a prospect signs up for a white paper or Webinar, 
for example, explicit and implicit data will be fed into a 
predictive analytics engine that will score the prospect 
on authority, influence, vendors used, content they’ve 
interacted with, relationships with your company, etc. 
The analytics engine then will feed the content and 
marketing automation engine that delivers each 
content type in the channel the prospect is most likely 
to engage.
“Imagine no competitors 
It isn’t hard to do 
We have won the business 
And no closed minds too 
Imagine all your customers 
Being wowed by you….” 
Cindy Valladares 
@cindyv 
#MPB2B
Imagine 
!#$%$ 
Cindy Valladares 
@cindyv 
Director of Corporate 
Communications at Tripwire 
#MPB2B Presentation: 
How NOT to be a Content Marketing 
Zombie and Survive the Coming 
Demand Gen Apocalypse 
Imagine there’s no limit 
It’s easy if you try 
No budgets to stop us 
Above us all agree 
Imagine all decisions 
Lead by marketing… 
Imagine no competitors 
It isn’t hard to do 
We have won the business 
And no closed minds too 
Imagine all your customers 
Being wowed by you…. 
You may say I’m a dreamer 
But I’m not the only one 
I have a cadre of creative people 
And we generate revenue 
Imagine no more struggles 
I wonder if you can 
Sales will sing our praises 
Partners in success 
Imagine all executives 
Cheering your success
Mind-Meld: B2B and B2C Share Insights 
!#$%$ 
Jason Miller 
@JasonMillerCA 
Senior Manager, Content Marketing 
 Social Media at LinkedIn 
#MPB2B Presentation: 
Tactics and Strategies for Driving 
B2B Marketing Success Using 
LinkedIn 
B2B companies will increasingly hire B2C agencies for 
fresh perspectives, new ideas, and to learn how to 
better humanize their messaging and campaigns to 
better connect with their prospects earlier on in the 
buying cycle. 
In turn, B2C will start utilizing B2B’s technology for 
relationship building and more effective cross selling 
and upselling along the way. 
Both disciplines have something to learn from one 
another as forward-thinking marketers stop citing 
acronyms and start focusing on creating better overall 
marketing experiences.
Business Meeting? Beam Me Up Scotty! 
!#$%$ 
Gini Dietrich 
@ginidietrich 
CEO at Arment Dietrich 
#MPB2B Presentation: 
10 Search  Social Media Tactics to 
Amplify Your Content Distribution 
Like many business owners, I spend a lot of time on the 
road. Meeting with clients in person is wonderful, but 
the TSA lines and manhandling, the airline delays, the 
crap food, scouring a hotel room for bed bugs, and the 
sleep deprivation aren’t so great. 
The future of B2B marketing will allow you to beam up 
—just like Scotty—to a client’s office, to a trade show, 
to a speaking engagement, even to the golf course for 
a little one-on-one time…all while sleeping in your 
own bed each night without making a TSA love 
connection.
Master the Inbound Outbound Universe 
!#$%$ 
Frank Days 
@tangyslice 
VP of Marketing at TwinStrata 
#MPB2B Presentation: 
CMO Focus - Inbound Outbound 
Marketing: Using Content Across 
Paid and Earned Media 
The lines between inbound and outbound marketing 
continue to blur as mainstream media are being forced 
to change business models.  
Much like ecommerce versus brick and mortar retail 
ultimately morphed into multi-channel retail, I expect 
content marketing and traditional marketing to become 
fully-integrated and indistinguishable.  
B2B marketers who master the intersection of inbound 
and outbound marketing will thrive while others will 
get stuck in outdated silos.
Ascend the Wall With Virtual Reality 
!#$%$ 
Shane Snow 
@shanesnow 
Chief Creative Officer at Contently 
#MPB2B Presentation: 
Growth Hacking for B2B Businesses 
and Brand Publishers 
Immersive virtual reality is going to hit the marketing 
industry like a surprise attack. But with Oculus Rift et. 
al. will come a massive opportunity for marketers to 
take storytelling to a new level. 
For B2B it will start with virtual in-person product 
and services demos (and likely kill clunky screenshare 
apps), and move into immersive storytelling 
experiences around values that brands care about (for 
top-of-funnel relationship building). 
This is going to really up the ante. Think the Game of 
Thrones Ascend the Wall thing.
“Participation marketing for B2B is 
content marketing at scale – 
everybody wins!” 
Lee Odden 
@leeodden 
#MPB2B
Content @ Scale: Participation Marketing 
!#$%$ 
Lee Odden 
@leeodden 
CEO, TopRank Online Marketing 
#MPB2B Presentation: 
Influencing B2B Influencers and the 
Magic of Co-Created Social Content 
Today, B2B buyers are 60-90% through the sales cycle 
before making contact with a supplier. But most 
marketers can’t keep up with content demand. 
To scale high-quality content that satisfies information 
and engagement demands of modern B2B buyers, 
marketers will focus more on co-creating content with 
their target audience, current customers, and industry 
influencers. 
Participation marketing delivers multiple benefits: 
•! Scale high-quality content 
•! Incentivize sharing and promotion 
•! Fast-track relationships with influencers  buyers 
•! Invest buyer, influencer  customer interests with 
those of the B2B brand – everybody wins!
Complete B2B Predictability 
!#$%$ 
Amanda Maksymiw 
@amandamaks 
Content Marketing Manager at 
Lattice Engines 
#MPB2B Presentation: 
Facebook B2B - A Lively Discussion 
with Three B2B Brands 
Predictability is what is next in the world of B2B 
marketing. 
Marketers are already able to use sophisticated 
machine learning and data science techniques to 
identify which customers are most likely to churn, 
which prospects are most likely to buy and which 
products to pitch to existing customers. 
With time, this will expand to all aspects of marketing 
and marketers will be able to predict which content will 
perform best, which channels will convert the most, 
and which campaigns will be the most successful.
Invasion of Real Life Buyer Personas 
!#$%$ 
Albert Jan Huisman 
@AJHuisman 
Director of Marketing  Business 
Development at Kennedy Van der Laan 
#MPB2B Presentation: 
How NOT to be a Content Marketing 
Zombie and Survive the Coming 
Demand Gen Apocalypse 
At Kennedy Van der Laan Marketing Dept., we raise 
real-life Buyer Persona’s. We feed Jack Legal, Pam C-suite 
and Tom HR with Small Data, but no Big Data 
because they are on an information overload diet. 
Our lawyers interact with them on a regular basis. 
Besides that unfortunate incident when Harry from 
MA tried to date Pam C-suite, we are seeing great 
results. Our lawyers are directing their Marketing  
Business Development efforts towards the needs  
wants of their buyers instead of their own agenda. It 
makes our lives so much easier. Duh! 
Seriously: Seeing a great future for predictive 
marketing analytics heavy mining and modeling of the 
ever-increasing amount of Big Data to increase user 
experience and conversion.
The Future of Marketing is Automatic 
!#$%$ 
Tim Hayden 
@TheTimHayden 
Principal at TTH Strategy 
#MPB2B Presentation: 
Success in the Age of Mobility 
Everything around you is now a “Web device, and you 
haven't had to remember to do too much of anything. 
Before you realize that you are running low on 3-D 
printer ink, a drone has dropped a fresh supply on the 
secure loading dock out back. You immediately receive 
an audio packet from your ink vendor, as the drone’s 
camera caught you with a “negative sentiment” look 
on your face. “Is everything OK?” it states. Before you 
can install the ink, a second drone delivers a Cuban 
cigar and cookies. 
The future of B2B marketing, customer service… 
automatic.
Shocking! BP2BP Replaces B2B 
!#$%$ 
Brian Massey 
@bmassey 
The Conversion Scientist 
#MPB2B Presentation: 
The Chemistry of the Landing Page: 
How to Increase Your Conversion 
Rate 
In the coming year an in-depth study of corporations 
worldwide will reveal that businesses do not buy 
anything, but that human beings are actually the force 
behind decisions being made. 
This revelation will send shockwaves through the 
communities that sell to businesses. The B2B industry 
will be re-crowned BP2BP, or business person-to-business 
person. Thinly-veiled disciplines will be 
adopted from consumer marketing such as 
strategytelling, corpywriting, and bLearning. 
Copywriters will be liberated in their writing. Stock 
photo sites will see a sales plummet. It will be hard for 
some businesses to accept that business people come 
with the same hopes, fears and dreams that drive 
consumer decisions. At least one high-level marketing 
executive will be overheard saying, People. Who'd have 
thought?
Death of Keywords; Rise of Keywordless Ads 
!#$%$ 
Larry Kim 
@larrykim 
Founder/CTO at WordStream, Inc. 
#MPB2B Presentation: 
Hacking AdWords: Winning at PPC 
the Weird Way 
The future of B2B marketing as far as PPC is 
concerned are keywordless ads. Keywords have served 
us well for over 15 years as a proxy for user intent. 
They’re still important, but will be combined with even 
more powerful signals like browsing history, past 
purchases, your emails, mobile location, the time of 
day, demographic data allowing advertisers to be much 
pickier – buying fewer, more qualified clicks, without 
ever having to specify millions of keywords! 
The death of keyword match types and the rise of 
keywordless ad formats like Google Shopping, AdWords 
Express, RLSA (etc.) are important milestones on the 
journey.
$%$B*+.--CD.(/C. 
B2B On-Demand Available October 17 - $295 
 
Keynote Speakers 
LIVE EVENT 
SOLD OUT! 
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#MPB2B eBook Credits 
This retro, futuristic conference eBook was created by the team at: 
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For B2B Content Marketing Services 
Contact TopRank Marketing: 
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The Future of B2B Marketing

  • 2. Marketing for What Comes Next Dreams of the future ignite our imagination about what’s possible. They create anticipation for what’s next - from the latest gadgets to the newest trends in B2B marketing. A nostalgic look back at the 1950s brings to mind dreams of flying cars, moon bases and unlimited power from the sun. We may not have “flying saucers for everybody” yet, but advances in technology and media have made many futuristic predictions a reality. To spark your imagination about what’s next in B2B, TopRank Online Marketing and MarketingProfs bring you this Future of B2B Marketing eBook. It features predictions from 31 top marketers presenting at the B2B Marketing Forum, helping you to explore B2B like never before. From innovative technology to predictions so far out there that they’re science fiction, this eBook will inspire your thinking (and maybe your dreams) about the future of B2B marketing. Lee Odden TopRank Marketing !"#$%$& Ann Handley MarketingProfs
  • 3. Our B2B Marketing Futurists !"#$%$& Joel Book Michael Brenner Heidi Cohen Frank Days Gini Dietrich Susan Emerick Laura Fitton Steve Garfield Jim Greenway Ann Handley Tim Hayden AJ Huisman Doug Kessler Larry Kim Seth Lieberman Jennifer Sable Lopez Amanda Maksymiw Brian Massey Loren McDonald Jason Miller Jon Miller Kerry O'Shea Gorgone Lee Odden Christopher Penn Jeannine Rossignol Shane Snow Justin Steinman Cindy Valladares Viveka von Rosen Tom Webster Andy Zimmerman
  • 4. B2B On-Demand Available October 17 - $295 & Get Your B2B Marketing Smarts On-Demand! '()*+,('&,-./0&
  • 5. “In the future, prospects will react so positively to Precognitive Marketing, they will call you to ask for a sales call!” Justin Steinman @justinsteinman #MPB2B
  • 6. Precognitive Marketing !"#$%$& Justin Steinman @justinsteinman CMO at General Electric Healthcare IT #MPB2B Presentation: CMO Focus - Inbound Outbound Marketing: Using Content Across Paid and Earned Media Taking a page from the movie “Minority Report,” the future of B2B marketing is Precognitive Marketing -- a marketing engine that takes publicly available data about a prospect’sbusiness performance and challenges, and then shapes a customized sales and marketing approach. Precognitive Marketing includes a unique demo that proactively shows how your solution can address needs that prospects may not even know they have. Prospects will react so positively to Precognitive Marketing that they will call you to ask for a sales call!
  • 7. TL;DR Retired After a Long Run !#$%$ Ann Handley @AnnHandley @MarketingProfs Chief Content Officer at MarketingProfs, Author of Everybody Writes #MPB2B Conference Emcee The Internet announced that its shorthand phrase TL;DR (Too Long; Didn't Read) is being replaced with a new phrase: GR;LI (“Great Read; Loved It”). Smart businesses around the world celebrated the move as a victory for quality content that’s ridiculously useful and valuable – no matter the length. Pundits credited B2B marketers for leading the charge, and they celebrated by looting jargon and buzzwords from their content and burning them in public bonfires. Particularly flammable were words and phrases such as “value-added,” “impactful,” and “best-of-breed.” “I don’t understand what happened,” said Jonah Peretti, founder and CEO of Buzzfeed. “One minute the sole alternative to long, boring content was all cat pictures and listicles and useless quizzes about which Jaden Smith tweet best represents your soul… and then POOF, it’s gone.”
  • 8. B2B Future: Crazy, Creepy, Cool Tech !#$%$ Viveka von Rosen @linkedinexpert CEO at Linked Into Business #MPB2B Presentation: B2B Conversion Optimization Case Studies that Inspire The one thing I know about the future of B2B Marketing is that I don’t think we’ll recognize it! What will influence B2B Marketing in the future more – hardware design or software innovation? You see hardware like Oculus Rift and D-Wave’s Quantum Computer popping up seemingly overnight. Imagine what fully experiential quantum data integration will do to Marketing? And then you have folks like Dr. Mark Sagar who recently introduced the first fully responsive, CGI, artificial intelligence baby, evoking a very real emotional response from his audience. The future is here and the hashtag is #CrazyCreepyCoolTech!
  • 9. CMO: Chief Officer of the User Journey !#$%$ Joel Book @joelbook Director of eMarketing Education at Salesforce ExactTarget Marketing Cloud #MPB2B Presentation: Interactive Session: Creating Useful Personas and Tone of Voice Guidelines One of the biggest trends in B2B Marketing is the rapidly expanding technology budget for the CMO. Gartner predicts that, by 2017, the CMO will have a larger IT budget than the CIO. As Marketing, Sales and Customer Service functions converge, CMOs are being asked to shoulder responsibility for not only creating brand awareness and generating leads, but nurturing those leads by providing information that aids purchase, and delivering relevant and timely customer service communications. In short, “NextGen CRM” is all about personalizing and optimizing the B2B buyer’s product research, buying and usage journeys. And the CMO is rapidly becoming the company’s Chief Journey Officer!
  • 10. Marketing 3000: Customer Insights, Finally !#$%$ Tom Webster @Webby2001 VP of Strategy at Edison Research #MPB2B Presentation: How to Use Messaging to Build a Truly Differentiated Brand I think in the far, far future, when robots are doing my job, B2B marketers will know as much about their buyers as B2C marketers know about theirs. B2B customer research is more difficult, and at times more costly, than B2C research because you are trying to hit a much smaller target. But someday, maybe by the year 3000, a combination of lower costs and a greater need to differentiate will combine to make acquiring these kinds of insights mandatory. And I'll be toiling in the salt mines of Proxima Centauri until my implants give out.
  • 11. “The B2B Marketing organization of the future will be organized around data, content and technology.” Michael Brenner @brennermichael #MPB2B
  • 12. The Disappearing Silos of B2B !#$%$ Michael Brenner @BrennerMichael Head of Strategy at NewsCred #MPB2B Presentation: Content Marketing at Scale: The Big Hitters Panel Content is the 2nd largest marketing expense after advertising at the majority of large businesses. Yet most marketing resources and people are devoted to creating content that often goes unused, unread or unshared. The B2B Marketing organization of the future will begin to rapidly transform. Silos like branding, advertising, lead generation will all disappear! The B2B Marketing organization of the future will be organized around data, content and technology: data (for personalization), content (for target audience consumption) and technology (required to act like a 21st century marketing organization).
  • 13. Buyers Close Their Own Deals !#$%$ Steve Garfield @stevegarfield Investor, Writer, Humorist at SteveGarfield.com #MPB2B Presentation: 7 Minutes of Awesome No Sales People: In the future, salespeople have been replaced by advisors to help guide buyers to a purchase decision. Think Tesla for industrial trucks. Buyers close their own RFPs: Companies will operate inside a huge Mylar bubble and when there are no more pods in the break room Nespresso machine, their Apple wrist device sends out an order. Confirmations are tweeted and posted to LinkedIn. Videos will be short: Under 6 seconds. Maybe 4 1/2. When you see a PLAY button, you know you'll waste only 4 1/2 seconds. Want to catch up on the latest Ann Handley presentation? That’s 666.66 videos in a row.
  • 14. Coming Soon: Google Cranial Implants !#$%$ Doug Kessler @dougkessler Co-founder Creative Director at Velocity Partners #MPB2B Presentation: Content Marketing At Scale: The Big Hitters Panel It's only in beta but Google Cranial Implants (GCI) use low-energy proximity sensing to trigger “B2B-neuro-content”' in the frontal lobe of the user. So if a male prospect who's in your funnel gets within 8-10 feet of a salesperson, he will involuntarily shout Bingo! and get an erection (you can opt out but who would?). The implant also allows Google to index your hopes and fears to serve more relevant native thought-vertising. Back in reality, I expect: 1) Immersive screen-based content (like Snowfall) to start replacing print-like content 2) Content personalization to come to B2B in a big way 3) Ann Handley to sell the screen rights to Everybody Writes and buy the New York Jets from under Gary Vaynerchuk's nose
  • 15. Mobile Commerce Takes Over the World !#$%$ Kerry O'Shea Gorgone @KerryGorgone Instructional Design Manager, Enterprise Training at MarketingProfs #MPB2B Presentation: The Science of Learning Mobile commerce will overtake traditional payment methods in the consumer space. B2B buyers will get used to that convenience, and will come to expect it from the vendors they work with. A recent Forbes study found that 25% of executives have already purchased a product or service for their business via mobile, and many used mobile to research purchases of $100,000 or more. B2B marketers will create mobile content that's easy to view, share, and act on, enabling mobile conversions. However complex a company's product or service offering, however niche their market, every business that lasts will embrace mobile.
  • 16. Websites Become Completely Dynamic !#$%$ Andy Zimmerman @AHZimmerman Chief Marketing Officer at Evergage #MPB2B Presentation: CMO Focus - Inbound Outbound Marketing: Using Content Across Paid and Earned Media We try to engage prospects with relevant content on our websites. Yet, with few exceptions, sites today fail to engage effectively because we treat all visitors the same way and show the same information every time. Imagine a world where your site is a blank slate. Then, based on how each person arrives (via search, AdWord, social, referring site, etc.) the content and navigation builds out automatically. And based on every action by visitors (what they click, search, download, read, etc.) the site continually builds out – always serving up the most relevant content on a completely dynamic basis.
  • 17. “The days of awkward manual number crunching and guesstimation are numbered.” Laura Fitton @Pistachio #MPB2B
  • 18. End of Days for “Franken Tools” !#$%$ Laura Fitton @Pistachio Inbound Marketing Evangelist at HubSpot #MPB2B Presentation: 7 Minutes of Awesome In the old days we networked computers together with floppy disks. Laughable, right? Similarly, today's marketers network all their digital tools together by pulling .csvs from different tools. In the future, all this compiling will seem just as laughable as floppies. In the future, marketing won't need to pull and combine sets of data from different tools to gauge funnel effectiveness. Whether by acquisition roll-ups, purpose-built all-in-one suites, or home-grown integration (hiring developers to stitch together the APIs of your preferred tools), the days of Franken tools are numbered. We'll spend less time measuring results, and more time actually getting results. The days of awkward manual number crunching and guesstimation are numbered.
  • 19. The New Information Source: Social Media !#$%$ Jim Greenway @wowjim Manager, Online Marketing at T.D. Williamson #MPB2B Presentation: The Science of Lead Nurturing/ Generation While generating leads will remain the top objective for B2B marketing, the method by which they are generated will shift. Industry and trade magazines are still important for most businesses, websites provide a basis for content, paid search provides a method for attracting new business, but they will no longer be enough. Digital channels and social networking sites will become THE source of information as consumers look for quick resolutions to problems and to meet their immediate needs. B2B marketing winners will be the companies that create strong social connections to the market and deliver the most relevant content. Companies that fail to adapt won’t have a future.
  • 20. Neural Interface Marketing Platforms !#$%$ Christopher S. Penn @cspenn Vice President, Marketing Technology at SHIFT Communications #MPB2B Presentation: The ROI of Content Marketing Human-neural interfaces to computers are about 95% accurate. These devices allow computers to read brainwave activity. Once they achieve accuracy closer to 99.999% accuracy, marketers may start using them. Imagine being able to think a Facebook update, or look at a marketing analytics chart and rearrange it just by thought. Imagine being able to tie a neural interface to a device like Oculus VR, where a customer could control an experience with your brand through thought. That's the power of where human-computer interfaces are headed. Companies are already manufacturing headsets for commercial medical use, so a neural interface to marketing platforms may be a decade away.
  • 21. Liberty Act 2017: All Marketing is B2B !#$%$ Heidi Cohen @heidicohen Chief Content Officer, Riverside Marketing Strategies #MPB2B Presentation: 10 Search Social Media Tactics to Amplify Your Content Distribution Prediction: Following the economic crash of 2016, Congress passes the Living Is Business Economic Recovery This Year Act (aka The LIBERTY Act of 2017). Specifically, the government lowers the barrier for individuals to incorporate. The goal is to help the millions of unemployed marketing consultants start new businesses. In the process, consumers disappear because every purchase becomes a business expense. As a result, all marketing becomes B2B.
  • 22. Big Data: Future of Marketing Automation !#$%$ Jon Miller @jonmiller VP Marketing and Co-founder at Marketo #MPB2B Presentation: Metrics Analytics: How to Harness the Power of Data to Build Marketing Credibility Marketing automation today is primarily about tracking email and website behaviors, and then running email campaigns based on that behavior (e.g., lead nurturing). In the future, marketing automation will get (big) data from numerous sources, including mobile/location, social streams, and connected devices. It will use analytics to predict the right action to take at any time. And it will let companies interact with customers and prospects over various channels including email, but also mobile push, ad retargeting, personalized websites, custom social audiences, and more.
  • 23. “In the future there is no distinction between B2B or B2C – everything is marketed to individuals.” Jeannine Rossignol @j9rossignol #MPB2B
  • 24. B2B B2C Will Be Replaced by B2i !#$%$ Jeannine Rossignol @j9rossignol Vice President of Marketing at Xerox Global Services #MPB2B Presentation: Content Marketing At Scale: The Big Hitters Panel In the future there is no distinction between types of marketing, B2B or B2C is irrelevant because everything is marketed to the individual, and everything is controlled by your smart devices. When the alarm on your phone wakes you up, you hear a message about the latest traffic report and a reminder to leave early because your car is almost out of gas. As you listen to the news, through iHeartRadio on your phone, all the commercials are customized to you. You might hear a promo for a new coffee flavor that works in the Keurig you just bought, or you might hear a promo on a new product/service based on the Google search you did last night.
  • 25. Quality Crushes Quantity !#$%$ Seth Lieberman @sethwlieberman Founder and CEO at SnapApp #MPB2B Presentation: How NOT to Be a Content Marketing Zombie and Survive the Coming Demand Gen Apocalypse 1. CMOs will take the pole position for CEO promotions. As marketing becomes the single biggest driver of business growth CMOs will ascend to run the whole shebang. 2. Every Marketing Automation company with more than $10M of revenue will be acquired. Marketing Automation is increasing table stakes for marketers and large players who don’t have an offering, but will buy whomever is left to be a central piece of their marketing cloud offerings. 3. Quality will crush quantity in content marketing. The days of cranking out content to suck up SEO traffic are gone and marketers will increasingly spend time and money to deliver quality content and experiences that set them apart from the crowd.
  • 26. Employee Advocacy A Critical Imperative !#$%$ Susan Emerick @sfemerick Founder CEO at Brands Rising #MPB2B Presentation: Empowering Employees to Build Trust Advocacy in Social Media Employee Advocacy is picking up steam and will become the next big social mega trend as the C-Suite in B2B companies wake up to the importance of social business transformation and looks across the organization to integrate social into core business functions. Industry research continues to prove that employees and people I know are the most trusted sources of information online, especially when shared across social networks. As a result, the C-suite will increase investment in programs to equip employees to engage in social networking to support business goals. Early leaders are already seeing that companies with engaged employees outperform those without, by up to 202%.
  • 27. Big Data, Big Opportunity for Content !#$%$ Jennifer Sable Lopez @jennita Director of Community at Moz #MPB2B Presentation: Kick Your Social Strategy Into Overdrive: The Ins and Outs of Testing Social The idea of taking big data and turning it into real-time, relevant content for your community, should be a no-brainer for the future. We saw it recently when Jawbone wrote a post about how Bay Area sleepers were affected by the Napa Earthquake, based on real-time data it had from customers. Although Jawbone is B2C, I see the trend being the same. If you're not utilizing your data to create something meaningful for your customers and community, you're missing out on a huge opportunity for your brand. Make your data work for you!
  • 28. Predictive Analytics: Right Time Place !#$%$ Loren McDonald @LorenMcDonald Vice President, Industry Relations at Silverpop, an IBM Company #MPB2B Presentation: More Human Email = More Engagement The future of B2B marketing will combine a prospect’s social graph, online behavior, content interactions, demographic and firmagraphic information with scoring, predictive analytics and marketing, content and salesforce automation. When a prospect signs up for a white paper or Webinar, for example, explicit and implicit data will be fed into a predictive analytics engine that will score the prospect on authority, influence, vendors used, content they’ve interacted with, relationships with your company, etc. The analytics engine then will feed the content and marketing automation engine that delivers each content type in the channel the prospect is most likely to engage.
  • 29. “Imagine no competitors It isn’t hard to do We have won the business And no closed minds too Imagine all your customers Being wowed by you….” Cindy Valladares @cindyv #MPB2B
  • 30. Imagine !#$%$ Cindy Valladares @cindyv Director of Corporate Communications at Tripwire #MPB2B Presentation: How NOT to be a Content Marketing Zombie and Survive the Coming Demand Gen Apocalypse Imagine there’s no limit It’s easy if you try No budgets to stop us Above us all agree Imagine all decisions Lead by marketing… Imagine no competitors It isn’t hard to do We have won the business And no closed minds too Imagine all your customers Being wowed by you…. You may say I’m a dreamer But I’m not the only one I have a cadre of creative people And we generate revenue Imagine no more struggles I wonder if you can Sales will sing our praises Partners in success Imagine all executives Cheering your success
  • 31. Mind-Meld: B2B and B2C Share Insights !#$%$ Jason Miller @JasonMillerCA Senior Manager, Content Marketing Social Media at LinkedIn #MPB2B Presentation: Tactics and Strategies for Driving B2B Marketing Success Using LinkedIn B2B companies will increasingly hire B2C agencies for fresh perspectives, new ideas, and to learn how to better humanize their messaging and campaigns to better connect with their prospects earlier on in the buying cycle. In turn, B2C will start utilizing B2B’s technology for relationship building and more effective cross selling and upselling along the way. Both disciplines have something to learn from one another as forward-thinking marketers stop citing acronyms and start focusing on creating better overall marketing experiences.
  • 32. Business Meeting? Beam Me Up Scotty! !#$%$ Gini Dietrich @ginidietrich CEO at Arment Dietrich #MPB2B Presentation: 10 Search Social Media Tactics to Amplify Your Content Distribution Like many business owners, I spend a lot of time on the road. Meeting with clients in person is wonderful, but the TSA lines and manhandling, the airline delays, the crap food, scouring a hotel room for bed bugs, and the sleep deprivation aren’t so great. The future of B2B marketing will allow you to beam up —just like Scotty—to a client’s office, to a trade show, to a speaking engagement, even to the golf course for a little one-on-one time…all while sleeping in your own bed each night without making a TSA love connection.
  • 33. Master the Inbound Outbound Universe !#$%$ Frank Days @tangyslice VP of Marketing at TwinStrata #MPB2B Presentation: CMO Focus - Inbound Outbound Marketing: Using Content Across Paid and Earned Media The lines between inbound and outbound marketing continue to blur as mainstream media are being forced to change business models. Much like ecommerce versus brick and mortar retail ultimately morphed into multi-channel retail, I expect content marketing and traditional marketing to become fully-integrated and indistinguishable. B2B marketers who master the intersection of inbound and outbound marketing will thrive while others will get stuck in outdated silos.
  • 34. Ascend the Wall With Virtual Reality !#$%$ Shane Snow @shanesnow Chief Creative Officer at Contently #MPB2B Presentation: Growth Hacking for B2B Businesses and Brand Publishers Immersive virtual reality is going to hit the marketing industry like a surprise attack. But with Oculus Rift et. al. will come a massive opportunity for marketers to take storytelling to a new level. For B2B it will start with virtual in-person product and services demos (and likely kill clunky screenshare apps), and move into immersive storytelling experiences around values that brands care about (for top-of-funnel relationship building). This is going to really up the ante. Think the Game of Thrones Ascend the Wall thing.
  • 35. “Participation marketing for B2B is content marketing at scale – everybody wins!” Lee Odden @leeodden #MPB2B
  • 36. Content @ Scale: Participation Marketing !#$%$ Lee Odden @leeodden CEO, TopRank Online Marketing #MPB2B Presentation: Influencing B2B Influencers and the Magic of Co-Created Social Content Today, B2B buyers are 60-90% through the sales cycle before making contact with a supplier. But most marketers can’t keep up with content demand. To scale high-quality content that satisfies information and engagement demands of modern B2B buyers, marketers will focus more on co-creating content with their target audience, current customers, and industry influencers. Participation marketing delivers multiple benefits: •! Scale high-quality content •! Incentivize sharing and promotion •! Fast-track relationships with influencers buyers •! Invest buyer, influencer customer interests with those of the B2B brand – everybody wins!
  • 37. Complete B2B Predictability !#$%$ Amanda Maksymiw @amandamaks Content Marketing Manager at Lattice Engines #MPB2B Presentation: Facebook B2B - A Lively Discussion with Three B2B Brands Predictability is what is next in the world of B2B marketing. Marketers are already able to use sophisticated machine learning and data science techniques to identify which customers are most likely to churn, which prospects are most likely to buy and which products to pitch to existing customers. With time, this will expand to all aspects of marketing and marketers will be able to predict which content will perform best, which channels will convert the most, and which campaigns will be the most successful.
  • 38. Invasion of Real Life Buyer Personas !#$%$ Albert Jan Huisman @AJHuisman Director of Marketing Business Development at Kennedy Van der Laan #MPB2B Presentation: How NOT to be a Content Marketing Zombie and Survive the Coming Demand Gen Apocalypse At Kennedy Van der Laan Marketing Dept., we raise real-life Buyer Persona’s. We feed Jack Legal, Pam C-suite and Tom HR with Small Data, but no Big Data because they are on an information overload diet. Our lawyers interact with them on a regular basis. Besides that unfortunate incident when Harry from MA tried to date Pam C-suite, we are seeing great results. Our lawyers are directing their Marketing Business Development efforts towards the needs wants of their buyers instead of their own agenda. It makes our lives so much easier. Duh! Seriously: Seeing a great future for predictive marketing analytics heavy mining and modeling of the ever-increasing amount of Big Data to increase user experience and conversion.
  • 39. The Future of Marketing is Automatic !#$%$ Tim Hayden @TheTimHayden Principal at TTH Strategy #MPB2B Presentation: Success in the Age of Mobility Everything around you is now a “Web device, and you haven't had to remember to do too much of anything. Before you realize that you are running low on 3-D printer ink, a drone has dropped a fresh supply on the secure loading dock out back. You immediately receive an audio packet from your ink vendor, as the drone’s camera caught you with a “negative sentiment” look on your face. “Is everything OK?” it states. Before you can install the ink, a second drone delivers a Cuban cigar and cookies. The future of B2B marketing, customer service… automatic.
  • 40. Shocking! BP2BP Replaces B2B !#$%$ Brian Massey @bmassey The Conversion Scientist #MPB2B Presentation: The Chemistry of the Landing Page: How to Increase Your Conversion Rate In the coming year an in-depth study of corporations worldwide will reveal that businesses do not buy anything, but that human beings are actually the force behind decisions being made. This revelation will send shockwaves through the communities that sell to businesses. The B2B industry will be re-crowned BP2BP, or business person-to-business person. Thinly-veiled disciplines will be adopted from consumer marketing such as strategytelling, corpywriting, and bLearning. Copywriters will be liberated in their writing. Stock photo sites will see a sales plummet. It will be hard for some businesses to accept that business people come with the same hopes, fears and dreams that drive consumer decisions. At least one high-level marketing executive will be overheard saying, People. Who'd have thought?
  • 41. Death of Keywords; Rise of Keywordless Ads !#$%$ Larry Kim @larrykim Founder/CTO at WordStream, Inc. #MPB2B Presentation: Hacking AdWords: Winning at PPC the Weird Way The future of B2B marketing as far as PPC is concerned are keywordless ads. Keywords have served us well for over 15 years as a proxy for user intent. They’re still important, but will be combined with even more powerful signals like browsing history, past purchases, your emails, mobile location, the time of day, demographic data allowing advertisers to be much pickier – buying fewer, more qualified clicks, without ever having to specify millions of keywords! The death of keyword match types and the rise of keywordless ad formats like Google Shopping, AdWords Express, RLSA (etc.) are important milestones on the journey.
  • 42. $%$B*+.--CD.(/C. B2B On-Demand Available October 17 - $295 Keynote Speakers LIVE EVENT SOLD OUT! +456378 /=?8 9686: ;9 +123+456378 9686:;29 8@A728 '()*+,(',-./0
  • 43. #MPB2B eBook Credits This retro, futuristic conference eBook was created by the team at: QJ7IO257M52R71464S42M568NO65N7?8KP12O For B2B Content Marketing Services Contact TopRank Marketing: EDFGGDFG%DHH%F IJ88J8KL42M568NO65N7?8KP12O QJJ4=28AJ8764,2M'68N65N7?8KP12O !#$%$