© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved.
The future of B2B Marketing belongs to
THE LONG
& THE QUICK
© The Marketing Practice, 2019. All rights reserved.
Q&A
#IgniteB2B
Ask your questions via the Ignite 2019 app
by clicking on Ask the Speaker
© The Marketing Practice, 2019. All rights reserved.
The marketer’s dilemma
Scorecard Story
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Since 2008
Short termism has risen
Effectiveness has fallen
Source: IPA Databank, 1998-2016 cases
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Efficiency
Effectiveness
What about B2B?
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Outstanding B2B marketers think long
Outstanding marketers are
2x✓ Invest more than 60% of their budget in
long term goals
✓ Run campaigns for more than six months
✓ Measure campaigns for more than six months
✓ Partner with agencies for more than 2 years
more likely to…
Source: The Marketing Practice and Marketing Week, survey of 600 B2B marketers
© The Marketing Practice, 2019. All rights reserved.
The long and short of it
Market share
Market penetration
Profitability
Revenue growth
Retention
Stuff that takes
time to change
£/$/€ pipe
MQLs, SQLs
Form fills, contacts
Web traffic
SOV
Stuff we can measure
in the short term
Are we doing the right things?
#IgniteB2B
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How can we connect long and short term?
Balance Agile executionPsychology
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What does this guy have in common with Les Binet & Peter Field?
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Binet & Field on B2B
46%Brand
54%Sales activation
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Ends or means?
46%Brand
Emotional
54%Demand
Rational
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Strong Brand Development
Customer / purchasing experience
Value of your solution
Do you spend all of your
B2B marketing time and
energy here?Sales
Lead
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What do we know about the psychology of the B2B buying decision?
#IgniteB2B
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The brain is a lawyer not a judge
Instinct comes first and we post-rationalise.
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Two insights from behavioural science
Context is king
We consistently underestimate the importance of context in decision-making
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So…
People are not making objective, economic buying decisions…but they will be post-rationalising, especially at work
We can reinforce and even modify buyers’ preconceptions, but they are very hard to change, especially at work
Rather than persuade people of our point of view, help them build status.
#IgniteB2B
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Give a little career cachet…
#IgniteB2B
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Modern marketing
Tribal belief
• Marketing needs updating for the digital age
Experience
• You are a modern marketer like all these people
Post-rationalisation
• 67% of the buyer journey is now done online
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© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved.
Effectiveness will come
from coordinated
communications across a
spectrum of roles, over
the long term
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Stephen King’s Scale of Immediacy
© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved.
The future of B2B Marketing belongs to
THE LONG
& THE QUICK
© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved.
The accidental agile advocate
Small multi-disciplinary teams working on short feedback cycles
Long-term goals & positioning
#IgniteB2B
© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved.
Field
MQLs
Digital
Conversions
Content
Downloads
Campaigns
Responses
Corporate, PR and Comms
Brand awareness
Functional silos undermine long-term performance
#IgniteB2B
© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved.
Win rate
6th to
2nd
Pipeline per £ spent on demand gen.
The long & the quick results
Brand recognition
© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved.
The future of B2B Marketing belongs to
THE LONG
& THE QUICK
© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved. #IgniteB2B