#B2B InTech in bite-sized

nuggets

Is social new?

NO – Technology has just enabled us to be MORE social

LET’S START

WITH A

QUESTION…

SOCIAL SHOULD BE AS ORGANIC

AS BREATHING AIR

NEWSFLASH!

Risk

Pressure to be authentic, quick and immediate

ROI

CORPORATE EXECS

FEAR SOCIAL. WHY?

… it’s our job to turn that fear into bravery

AS

MARKETEERS….

It’s time for the C-Suite to embrace social

SEVEN OUT OF 10

FORTUNE 500

COMPANIES WON’T

TOUCH SOCIAL

…. And then there are rules to be broken. Use your common sense

THERE ARE

RULES….

…. And where our audience goes, marketing must follow

DIGITAL IS THE

BACKBONE OF

CUSTOMER LIVES

…. More in the past two years than in the past five!

MARKETING

HAS

CHANGED…

…. And one in four purchase products or service via MOBILE DEVICES

ONE IN THREE B2B

CUSTOMERS TURN

TO VIDEO…

…. If one voice can reach thousands, imagine what an entire workforce can achieve

GET YOUR

EMPLOYEES ON

BOARD SOCIAL…

CONTENT

QUALITY VS.

QUANTITYAlways, always quality

BE BOLD, BE

BRAVE, NOW

What would you do if you weren’t afraid?

NOT TAKING

A RISK…

… is a risk

THIS IS NO

SURPRISE…

… but for good measure:

Decision makers in tech have changed - From CIO to CXO spectrum

THE POWER

OF DATA

ANALYTICS IBM’s Wimbledon campaign in 2013 spent no more money than the

previous year, but doubled ROI!

IN OTHER

NEWS

Budget or the lack of it seems to be a general problem. (Who’s

surprised?)

MARKETING IS

(also, and mostly)

ABOUT…

…Adding business value. If it doesn’t add business value, don’t do it!

BUILD

RELATIONSHIPS…

…with your board and stakeholders

Talk ROI

Don’t be afraid to rebuild your marketing team

ON ROI, SOMEONE

FAMOUS ONCE

SAID…

“…If you can’t measure it, you can’t manage it”, Peter Drucker,

management consultant and author

KEEP IT OLD

SCHOOL

No amount of marketing automation will help if you can’t plan the process

on paper first

Aye. The mighty pen!

HAVING SAID

THAT…

Marketing automation has been a game changer!

ACTIONS

CHANGE

ATTITUDES…

... Faster than attitudes change actions

GET P2P (PEER

2 PEER) RIGHT

FIRST….

Send your CFO in if you’re trying to reach CFOs

VIDEO KILLED

THE WHITE

PAPER According to Forbes, 65% executives visited the marketer’s website after

viewing a video

WHAT IS

ABM?

‘Dating on scale’? NOPE

‘Treating individual accounts as a market in their own right’? YEP

85%

COMPANIES

Said ABM (Account Based Marketing) delivers higher ROI than other

marketing initiatives

DELIVER

ACCOUNT

INSIGHTS

And then customize your offerings

START WITH

THE DATA

It’s all about the audience

CERTAIN

THINGS ARE A

MUST… …CRM, Web and Marketing Automation

THIS MIGHT BE

CONTROVERSIAL

…. Marketing is the future (with sales being the past)

IMPORTANT!

IMPORTANT!

IMPORTANT!

…. Humanise the content. Tell a simple story.

PERSONALISATION

& HUMANISATION

Will bring better business results

MARKETING

NEEDS TO BE

QUICK

BUT core goals must be based on long term strategies

B2B MARKETING

IS ABOUT MATHS

20 million emails have been sent in the time you read the above sentence

DON’T LET

ALGORITHMS

WIN…

…Creativity is key. As are emotions.

CONTROVERSY

IS GOOD

Pick a hot issue and have an opinion

TALK TO

CUSTOMERS

You’ll learn more in a day than you would if you brainstormed for a week

B2B MARKETING

CAN BE

HUMOROUS…

…Find your balance

DIGITAL=

DATA

Think mobile first

Humanize the brand

Pilot everything

Keep testing, keep learning, keep changing

Be Bold, Be Brave, NOW

TOP TIPS FOR

B2B

MARKETEERS…

FINAL

THOUGHT…

“To believe in something, and not to live it, is dishonest”, Mahatma Gandhi

So do what you believe in

MANY THANKS TO… Joel Harrison, Editor-in-Chief, B2B Marketing

Kimberley Brind, Former Global Social Marketing Leader, Oracle

Simon Hall, Country Head of Marketing, Dell

Rosemary Brown, Brand Advertising Manager, IBM

Jonathan Gapper, Business Director, Ogilvy Group UK

Hector Taylor, Director, Martrain

Qabil Shah, Head of EUC Marketing, VMWare

Catherine Howard, Head of UK&I Marketing, Atos

Adrian Hardy, Head of Volume Marketing, BT Global Services

James Foulkes, Co-Founder & Director, Kingpin

Bev Burgess, Senior VP, ITSMA Europe

Luis Rolim, UKMEA Marketing Director, Unisys

Tim Pearce, European Service Offerings and Marketing Lead, Xerox,

Chloe Vaidya, EMEA Marketing Director, Good Technology

Nicola Hamilton, Director of Corporate Communications, Misys

John Watton, Director, Digital Marketing EMEA, Adobe

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SHOP OF

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