The 5 most significant challenges facing business to business marketers today How marketing and advertising have changed in the past 12-24 months How today’s leading technology companies are re-creating themselves for unprecedented results How today’s most successful marketers are leading the way, providing more value with better results than ever before

1. 5CHALLENGES
FACING B2B MARKETERS
© KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission.
Sheila Kloefkorn
President
sheila@keomarketing.com
@keomarketing
#KEOB2B
MOST SIGNIFICANT

2. OUR AGENDA
The 5 most significant challenges facing business to
business marketers today
How marketing and advertising have changed in the past
12-24 months
How today’s leading technology companies are re-
creating themselves for unprecedented results
How today’s most successful marketers are leading the
way, providing more value with better results than ever
before
1
2
3
4

3. THE GOAL OF
B2B MARKETING
EXPAND YOUR
BRAND &
GENERATE LEADS
AND SALES

4. Expanding the pool of prospective clients/customers
© KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
30%
are buying now
30%
think they
aren’t interested
30%
no opinion
7%
open to it
3%
buying now
90%
10%
Everyone’s
Focus
The Real
Opportunity

5. Why don’t prospects buy?
NEGATIVE
BUYING
CRITERIA
UNDER
EDUCATED
NO SEPARATION
FROM THE
COMPETITION
YOUR ACCESS
TO THEM IS
LIMITED
© KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.

6. Why don’t prospects buy?
NEGATIVE
BUYING
CRITERIA
UNDER
EDUCATED
NO SEPARATION
FROM THE
COMPETITION
YOUR ACCESS
TO THEM IS
LIMITED
© KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.

7. What if you could reverse all of those objections?
» What if these prospects came directly to YOU?
» What if they saw YOU as
» Different
» Special
» Superior
» What if they saw YOU as having a deep and
intimate knowledge of
» Their business
» Their market
» Their challenges
© KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.

8. WHAT WOULD
THAT MEAN FOR
YOUR
BUSINESS?

9. LET’S GET TO KNOW
YOUR
BUSINESS
ENVIRONMENT

10. THE 5 MOST
DANGEROUS
THREATS
FACING YOUR
BUSINESS IN 2014

11. THE WORLD
HAS
CHANGED

12. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
IT’S A MOBILE WORLD
SPAIN
SINGAPORE PORTUGAL
UK
FRANCE US
BELGIUM
GERMANY
FINLAND
NETHERLANDS
SOUTH
KOREA
JAPAN
0
1
2
3
4
5
6
7
8
9
10
7.2
6.8
5.9
5.4
5.4
5.2
4.7
4.5
4.5
4.3
4.3
4.2
- Deloitte Global Mobile Consumer Survey, Developed Markets
Average number of mobile devices owned per person, by country (developed markets)

13. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
More of the things we used to do offline, we now do online
THE AGE OF MOBILE ADOPTION
85%
85% of users say mobile devices
are a central part of everyday life
91%
More than nine out of ten users
say access to content however
they want it is somewhat or very
important
83%
83% of users say a seamless
experience across all devices is
somewhat or very important
The smartphone continues to revolutionize daily activities and how people perform them

14. THE TABLES
HAVE
CHANGED

15. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
TRADITIONAL SOLUTION SELLING DOESN’T WORK
The hardest thing about
B2B selling today is that
customers don’t need
you the way they used
to.

16. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
BUYERS HAVE CHANGED
60-70%
OF THE SALES CYCLE
IS OVER – BEFORE
YOUR BUYER TALKS
TO A SALESPERSON
- SiriusDecisions

17. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
The process of
selling hasn’t
changed
The process of
buying has Visit
http://youtu.be/mEl1fiqLCVM
THE LANDSCAPE

18. CUSTOMER
TARGETING
HAS
CHANGED

19. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
New Era
We are in a 20-year business cycle
in which the most successful
enterprises will reinvent themselves
to systematically understand and
serve increasingly powerful
customers.
- Forrester

20. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
We have entered the age of the customer
1900
1960
1990
2010
Beyond
AGE OF
MANUFACTURING
Mass manufacturing
makes industrial
powerhouses successful
» Ford
» Boeing
» GE
» RCA
AGE OF DISTRIBUTION
Global connections and
transportation systems
make distribution key
» Wal-Mart
» Toyota
» P&G
» UPS
AGE OF INFORMATION
Connected PCs and
supply chains mean
those that control the
information flow
dominate
» Amazon
» Google
» Comcast
» Capital One
AGE OF THE CUSTOMER
Empowered buyers
demand a new level of
customer obsession
» Macy’s
» Salesforce.com
» USAA
» Amazon
- Forrester

21. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
96%
OF CONSUMERS SAY THEY
RECEIVED MISTARGETED
INFORMATION OR
PROMOTIONS

22. MARKETING
TECHNOLOGY
HAS
CHANGED

23. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Marketers are underwhelmed by technology
management’s performance
believe their
IT dept.
collaborates
with the
business on
business
strategy and
innovation
39%
believe their
IT dept.
delivers high-
quality, timely
end user
support
37%
believe their IT
dept. has built
an architecture
that can easily
accommodate
changes to
business
strategy
28%
believe their
IT dept.
department
hinders
business
success
32%
When IT decision makers who work in marketing,
market research or PR/communications were asked about their
IT department’s processes and capabilities…
- Forrester

24. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Inbound marketing: Shift toward the customer
Inbound marketing is leading a shift away from the internal focus on sales,
marketing, and product, toward strategic decision-making based on the wants and
needs of the customer
ATTRACT
CONVERT
CLOSE
DELIGHT
Strangers
Visitors Leads
Customers
Promoters
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart Calls-to-Action
Email
Workflows

25. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Inbound marketing
changes every day
» Content Marketing is Bigger
than Ever
» Social Media Plays an
Increasingly Visible Role
» Invest in Google+ & Authorship
for SEO
» Hummingbird Was Just the Tip
of the Mobile Iceberg
» The Long Versus Short Debate
» Advertising Matters
SEO

26. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
BIG DATA
and
business
intelligence
is evolving
Tableu Software

27. DEMANDS ON
MARKETERS
HAVE
CHANGED

28. “
In the past decade, what marketers do to engage
customers has changed almost beyond
recognition.
Tools and strategies that were cutting-edge just a
few years ago are fast becoming obsolete, and
new approaches are appearing every day.
• - Harvard Business Review, July 2014

29. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
MARKETING AND SALES ARE MORE SOPHISTICATED
» Changes in organizational
dynamics
» Changes in accountability
» Changes in systems and
technology
» Changes in buyers

30. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
CHALLENGES THAT B2B CONTENT MARKETERS FACE
69%
55%
47%
39%
38%
33%
26%
25%
LACK OF TIME
PRODUCING ENOUGH CONTENT
PRODUCING THE KIND OF CONTENT THAT ENGAGES
LACK OF BUDGET
PRODUCING A VARIETY OF CONTENT
INABILITY TO MEASURE CONTENT EFFECTIVENESS
LACK OF INTEGRATION ACROSS MARKETING
INABILITY TO COLLECT INFORMATION FROM SME’S
25%
23%
15%
10%
LACK OF KNOWLEDGE AND TRAINING
LACK OF BUY-IN / VISION
LACK OF INTEGRATION ACROSS ORG
FINDING TRAINED CONTENT MARKETING PROFESSIONALS
- Content Marketing Institute, MarketingProfs

31. OPPORTUNITY
HAS
CHANGED

32. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Disruptive marketing and business models

33. SO WHERE DOES
THIS REALITY
LEAVE
US?

34. TO
INNOVATE
OPPORTUNITY

35. THE MOST EFFECTIVE
STRATEGIES
USED BY TODAY’S
MOST SUCCESSFUL
B2B MARKETERS

36. DISRUPT
SUCCESSFUL
MARKETERS

37. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
A NEW KIND OF SELLING -- BECOME A DISRUPTER
DISRUPTIVE
OR INSIGHT
SELLING

38. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Transforming an industry
Associated Asset
Management

39. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Crowdsourcing innovation
Local Motors
Talk about turning the global automotive
market on its ear. Arizona-based Local
Motors connects a global community of
30,000 designers, engineers, fabricators
and enthusiasts to design, manufacture,
and market inspired vehicle solutions.

40. TRANSFORM
CUSTOMER
EXPERIENCES
SUCCESSFUL
MARKETERS

41. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
SUCCESSFUL MARKETERS & BUSINESSES
TRANSFORM CUSTOMER EXPERIENCES
» Set the stage - identify dream customers
» Dive deep – understand customers
» Design the experience – co-create an
outstanding journey
» Deliver your promise – execute
» Monitor and improve – include customer
measures
-­‐
IMD

42. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Use personas
- Buyer Persona
Institute, Inc.
Buyer Persona
Profile
Priority Initiative Success Factors Perceived Barriers Decision Criteria Buyer’s Journey
Persona
Name
Industry,
Geographic or
other segments
Rules Reports to
Education
Solutions,
Sales Play
or campaign
MY RESPONSIBILITIES
• Effective planning and
implementation of marketing
content
• Establishing and adjusting
strategies to meet goals
• Engaging in business partner
relationships with clients and/or
cross-functional resources
HOW I AM EVALUATED
• Knowledge of marketing
project workflow process and
digital process lifecycle
• Attention to detail and accuracy
• Quality of written, presentation
and verbal communication skills
• Knowledge of digital and social
media analytics
INFORMATION RESOURCES I TRUST
• Business professionals (peers)
• Consultants
• Internet / websites
• Business social media
• Events / conferences
• Personal social media
Jenn
Digital Marketing Manager,
Marketing Manager, Agency Owner
Bachelors in Marketing, Advertising,
Communications
Email Marketing
VP Marketing or Agency Owner
B2B

43. Service Level 80/60 80/60
Average Speed to Answer <60 Seconds <60 Seconds
Average Handle Time <10 Minutes <10 Minutes
Dedicated Phone Number Yes Yes
Account-Customized IVR Yes Yes
Dedicated Email Address Yes Yes
Auto Acknowledgement Yes Yes
Response Time 2 Hours 1 Hour
Account-Customized Portal Yes Yes
Personalization Yes Yes
Single Sign On Yes Yes
Available Yes Yes
© KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Evaluate treatments by interaction channel
Accenture LLP
Channel Channel Treatment
Phone
Email
Web
Face to face
Place Order Change Order
Lifecycle stage

44. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Evaluate how the actual customer experiences
the company
Accenture LLP
Customers
Segment 1 Segment 2 Segment 3 ... Segment n-1 Segment n
Channels
Face to Face Phone Email Web & Chat Mobile Collaboration
Learn
• Become aware of
product/ service
• Review and
research
product/service
Buy
• Decide to buy
• Select product/
service options
• Place order
• Confirm order
• Change order
(contents,
delivery speed/
date)
Get
• Check delivery
status
• Receive
product/service
• Activate
product/service
Use
• Learn how to use
product/ service
and tools
• Optimize use of
product/service
(utilization check)
• Manage account
and preferences
Pay
• Receive bill
• Review bill
• Pay bill
Support
• Check product/
service or
account info
• Identify need
(self-identify
or receive
notification)
• Acknowledge
need
• Request support
• Check status
• Resolve issue

45. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Web/App B2B application

46. LEVERAGE
DATA TO
PERSONALIZE
SUCCESSFUL
MARKETERS

47. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Segment and personalize marketing
» Marketing automation
» Analytics and business
insight
» Agile marketing /
messaging

48. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Social logins lead to increased interactions
64%Are more likely to return to
a website that remembers
them without a username
and password
49%Would read more articles
using their mobile devices if
social login made it easier to
log in
42%Would make more
purchases online using their
mobile devices if social login
made it easier for them to
log in.

49. EMBRACE
MOBILE
SUCCESSFUL
MARKETERS

50. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
SUCCESSFUL BUSINESSES
EMBRACE THE MOBILE SHIFT
Traditional business
Digital business
Bolt-on
Digitally integrated
products and services
Functional efficiency
Cross-functional
agility
Safety and cost
reduction
Speed and innovation
DIGITAL
TOUCHPOINTS
ORGANIZATIONAL
ALIGNMENT
TECHNOLOGY
ATTITUDE
- Forrester

51. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Mobile responsive website and content
Profiles International Inc

52. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Online tours and self-serve options
CyrusOne Data Centers

53. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
MOBILE, SOCIAL, LOCAL MARKETING
GET VISIBLE.
ARE SOCIAL.
THINK LOCAL.
INVEST IN
MOBILE.

54. LEVERAGE
INBOUND
SUCCESSFUL
MARKETERS

55. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Components of inbound marketing today
INBOUND
MARKETING
CONTENT
SOCIAL
MEDIA
SEARCH
ANALYTICS

56. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Inbound marketing is here to stay
70%
By 2015, 70% of B2B
leads will come from
inbound marketing
- Sirius Decisions

57. CREATE DYNAMIC
ORGANIZATIONS
SUCCESSFUL
MARKETERS

58. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
A NEW KIND OF MARKETING ORGANIZATION
CHIEF MARKETING
TECHNOLOGIST
WE ARE ALL
MARKETERS NOW

59. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
The ultimate marketing machine

60. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
Meet the agency talent of the future
Account Management
Project Management
Analytical
Entrepreneurial
Brand Expertise
Social CRM
Engagement
Graphic Design
Video
Data Visualization
Editorial
Data Science
Quantitative Analysis
Consultative
THE DATA DRIVEN
ACCOUNT OWNER
THE
CONVERSATIONALIST
THE AGILE
CONTENT CREATOR
THE CUSTOMER
INSIGHT SPECIALIST
CONVERGED MEDIA STRATEGY | CUSTOMER CENTRIC DELIVERY MODEL | NEW TALENT AND SKILL SETS | FUTURE AGENCY TECH CONSULTANTS
Skyword

61. WHAT DOES THIS
MEAN FOR
YOUR
BUSINESS?

62. EVOLVE &
MOVE
SUCCESSFUL
MARKETERS

63. © KEO Marketing Inc. 2012-2014. May not be
reproduced in part or whole without permission.
The KEO Marketing B2B Marketing Success Formula
INSIGHT
SELLING
STRATEGY
MARKETING
AUTOMATION
LEAD
NURTURING
INBOUND
MARKETING
LEAD
GENERATION
EDUCATION
CONTENT
MARKETING
SEMINARS
MOBILE
LOCAL
SOCIAL
Develop and target
prospects with insights
designed to disrupt their
thinking and help them
realize they have a unique
problem you can solve
Target your dream
clients/customers and
reach them through
proven inbound
marketing campaigns
Create and deploy
compelling content and
educational marketing to
help clients/customers
research solutions and
position your company as
an authority
Target marketing campains
and messages with a mobile,
local and social focus to best
reach clients/customers
where they live
Deploy an
infrastructure to
monitor, track and
propel leads through
a system designed to
provide solutions
when they are ready

64. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission.
Sheila Kloefkorn
sheila@keomarketing.com
linkedin.com/sheilakloefkorn
keomarketing.com/blog
@keomarketing
linkedin.com/company/keo-marketing
facebook.com/keomarketing
gplus.to/keomarketing
Jenn McQuesten
jenn@keomarketing.com
linkedin.com/jmcquesten
Ryan Grimes
ryan@keomarketing.com
linkedin.com/ryansgrimes
Dave Fish
dave@keomarketing.com
linkedin.com/davefish1
Matt Bowman
matt@keomarketing.com
linkedin.com/mattlbowman