B2B marketers have fallen into the trap of recycling their digital methods over and over while numbing buyers into a slow digital death. Marketers must mix up their strategy to reach buyers where and how they want, with the right message to win new business. Let's unpack what a new, healthy, post-digital marketing mix looks like in today's oversaturated landscape.

1. Mix it up!
Rethinking Your Channels in a Post-Digital Age
IT’S TIME TO
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2. WHAT I WANT YOU TO LEARN
1. What it means to be ‘post-digital’
2. How digital marketing has evolved
3. Post-digital tactics you can use today
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GET EXCITED!

3. “A post-digital world doesn’t mean that digital is over. On the
contrary, we’re posing a new question: as all organiZations
develop their digital competency, what will set YOU apart?”
@PaulDaugh, Accenture CTIO
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4. WEAK IMPACT
88%
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5. DIGITAL IS JUST TOO DAMN BORING!
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7. What the hell is post-digital?
Digital is the norm, not a differentiator
‘Digital Marketing’ is just ‘Marketing’ today
Customers are entitled
Digital distinction has dissolved
Digital insights fuel business strategy
Org culture is shifting to better meet customer needs
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8. POST-DIGITAL IS...
THE HUMANISTIC APPROACH TO SOLVING
PROBLEMS (MARKETING)
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9. DIGITAL EVOLUTION
Pre-digital Digital Post-Digital
Purpose To create one-way comms To inspire interactive
dialogues
To solve customer needs
thru brand experience
Scope Media management Digital/mobile engagement Every way a customer can
experience the brand
Dimension of
insights
Segment definition Customer identity Customer motivation
Insight sources 3rd-party panels Click and session activity Contextual data
Tech outlooks “I don’t need tech” “Tech supports marketing
ops”
“Tech is integral to
experience development”
Measurement
goal
Brand awareness Campaign results Business impact
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10. THE MOST HUMAN COMPANY WINS
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be HUMAN
be HELPFUL
be HANDY

11. FALLING SHORT OF CUSTOMER EXPECTATIONS
68%
66%
37%
34%
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12. TRACKING CONVERSATIONS
71%
(2019)
74%
(2020)
USED MULTIPLE
CHANNELS
64%
(2019)
66%
(2020)
USED MULTIPLE
DEVICES
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13. TOP DIGITAL MARKETING TRENDS
1. Personalization & customer experience
2. Video content
3. AI and machine learning
4. Voice engagement and Podcasts
5. B2B influencer marketing
6. Conversational selling
7. Visual and interactive content
8. Account-based marketing
9. Connected digital experiences
10. Hyperlocalization beyond geography
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14. PILLARS OF THE NEW MIX
BRAND
ACCOUNTABILITY
USER
EXPERIENCE
TREMENDOUS
VALUE
DATA-DRIVEN
REAL-TIME
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15. WHAT CAN WE DO
Don’t be selfish
Creatively stand out
Deliver massive value (meet expectations)
Don’t expect purchases on first click
Cultivate a user (human) experience
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16. THANKS!
@TNHINES • TNHINES.COM
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