what really matters in b2b marketing today!

What Really Matters in BtoB Today!

Russell M. Kern | President Christopher HosfordTHE | kern | ORGANIZATION East Coast Bureau ChiefAn Omnicom Agency BtoB | www.btobonline.comwww.thekernorg.com chosford@crain.com

Symposium

Taking the Pulse of MarketingEssential findings from two BtoB studies

• 2011 Outlook: Marketing Priorities & Plans

• Emerging Trends in B-to-B social media marketing

Building Sales is Back!What is your primary marketing goal this year?

Online Channels DominateWhat are you spending plans by media category?

Social, Email, Search Grows MostWhat are you online spending plans this year?

Social Media Uses VariedHow do you currently use social media marketing?

LinkedIn, Facebook, BloggingWhat is your single most important social media method?

Final Thoughts• Online channels will continue to grow• Traditional channels will remain important for

specific goals• Marketing automation increasingly essential• Content marketing surges in importance• Data—accurate, current, segmented data—

rules everything

Christopher HosfordEast Coast Bureau Chief

chosford@crain.com

@cfhosford

Thank you!

Symposium

Must Reads of the Year!

The Kern Organization Mid Year Trend Study Findingshttp://www.thekernorg.com/2011MidYearTrendStudyResults

• 67% of respondents from The Kern Organization 2011 Mid Year Trend Survey report Acquiring Customers as top objective

• 38% report increasing retention rates and revenues from current customers as top objective

• 31% report increasing the quality and quantity of leads as their top objective

Other Key Findings

• 90% say better integration of online and offline data collection and analytics is important.

Other Key Findings

• 84% indicate that aligning sales and marketing is important.– “Conversations that Win the Complex Sale”

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Sales and Marketing Alignment

Other Key Findings

• 53% are somewhat ready to deal with the new normal of constant change.

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Marketing Turbulence

Other Key Findings

• 48% are now using some form of Marketing Automation.

Other Key Findings

• 91% spend on both acquisition and on retention/cross-sell.

Other Key Findings

• 37% feel that Facebook is the most important social media channel.

• 34% have no Mobile Marketing strategy or plans in place.

• 23% are satisfied with their current social media marketing efforts.

• Drive business growth through better strategy• Improve sales performance beyond marketing campaigns• How are you helping me the “White Space” opportunities to gain market

share?• How are you accelerating the pipeline?• Deliver engagement experiences beyond lead generation• Execute flawlessly, consistently, cost effectively• Bring me innovative thinking and strategy

What Clients are Saying

What Matters to You?

Thank you!

Russell Kern, President

The Kern Organization

rkern@thekernorg.com

@russellmkern