Highlights from B2B Marketing Ignite 2017
Highlights from Ignite 2017, the world's biggest B2B marketing learning and networking experience.
B2B Marketing Ignite 2017
Highlights from the world's biggest B2B marketing learning and networking experience
Ask yourself these questions about influencer marketing:
1. What impact could an influencer programme have on your marketing?
2. What will it cost to implement, and to integrate?
3. What will it cost you if you don't secure relationships with the top influencers in your industry – and the competition does?
We don't believe ads any more. All ads are saying is that we're the best. Which half of your advertising spend are you wasting? Tim Hughes, co-founder of Digital Leadership Associates, says both halves!
“Influencer marketing is about developing relationships with experts with active networks to co-create content that helps drive measurable business goals."
– Lee Odden, CEO, TopRank Marketing
“Stop talking about how great you are, and talk about the awesome things you do.”
– Carla Johnson, author, storyteller and creative explorer
The must-see seminars of the day, chosen from each of the content streams
Don't drink the Kool-Aid
One of our biggest issues was always thinking about how great we were, without thinking about our customers, says Hannah Wilson, head of marketing at Gumtree.
Now it's all about the customer, and sales enablement. Ensuring the sales team understand the value that we as marketers can offer them.
The brand refresh involved looking at every element of brand, not just visuals. The brand also looked at reputation, and clarified its purpose, and in that spent a lot of time trying to take users from being neutral to being positive about Gumtree.
James Koons, chief privacy officer at dotmailer, says regulators have just as many questions as marketers about GDPR, but they're taking it seriously – and so should you.
“Always get your team to look at your competitor's work. This'll help them see whether you, as a brand, are just hiding in the crowd – and what it takes to stand out.”
– Brian Macreadie, head of brand and campaign marketing, Berwin Leighton Paisner
If you're not preparing now, you need to get started – they've been getting ready for the past two or three years.
Marketers are relying on consent for legal basis but you need to think about why you're processing the data and where you're using it. GDPR says you have to demonstrate compliance – so when you think about your legal basis you need to document it.
85% of consumers think more than half of emails they get are irrelevant. 42% of marketers agree, saying that only some or none of their emails are relevant.
New marketing tools and techniques
No longer a fad
Account-based marketing has moved beyond being a fad, and is now a critical component of a marketer’s toolkit according to Workfront’s marketing director Jada Balster.
“Decisions based on bad data are just bad decisions you don’t know about yet”
– Rishi Dave, CMO, Dun & Bradstreet
Only 15% of your prospects are actually showing intent to make a purchase when doing their research, according to Brian Hersholt, MD, EMEA at Bombora
“Agile marketing is not a replacement for strategy. If you’re going to drive of a cliff, Agile will just help you drive off faster”
– Mariette Ferreira, head of marketing, FairFX
"Organisations are drowning in a sea of data", said Cyance CEO Jon Clarke. By 2020, 1.7 megabytes of data will be created each second for every human being on the planet.
Nick Mason, founder and CTO at Turtl, explained humans have an innate desire to communicate visually. Throughout our history, visual communication has been the go-to method for engagement and retention.
How to connect and communicate with buyers
The eight-second myth
The myth of the eight-second attention span really needs to go – we’re actually better than ever at multi-tasking and processing information, according to Jason Miller, global content marketing leader at LinkedIn.
“The dream in B2B is that if you take away your logo, everything has the same look and feel, as you’d expect with consumer brands like John Lewis.”
– Claire Savage, head of brand marketing, Ordnance Survey
LinkedIn users are four times more likely to visit your website than facebook users says Jenna Tiffany, founder of Let’sTalk Strategy.
Defining and managing the customer journey
'It's time to break
the marketing funnel'
That's according to Tamara Grunebaum, VP at Theory Global, because the customer journey is becoming increasingly complex.
Ad blocking is on the rise, and GDPR is going to be a real concern for all marketers. The way to address this is with greater empathy – going back to the human approach and building a real customer culture.
The most difficult part of building a customer-centric business is changing the internal culture of the organisation, she adds. Every single person and department need to be trained to address customer service.
“The qualified lead will become a rarity”
– Tamara Grunebaum, VP business development and operations, TheoryGlobal
How to execute more effective marketing through better data
The best way to win a bid is to make sure it doesn't get to a bid
That's the advice from Russ Powell, marketing manager at Atos. Work with your existing customers, talk to them and seize the opportunity before it becomes a bid and reverse the need for the customer to go external.
"B2B organisations buy based on need, not emotion."
– Glen Westlake, CEO, BrightTarget
Predictive analytics and machine learning combine a collection of statistical techniques to analyse the past, and to predict what’s going to happen in the future.
"Having an evidence-based approach to profile your customer is important."
– Jana Baumann, global digital project marketing manager, GfK
Under current data protection rules, the data controller takes the hit for fines that have been incurred as a result of data breaches. But things have moved on because of the development of cloud computing, said Martin de Bruin, principal consultant at Mandrean Consulting.
Under the General Data Protection Regulation, which comes into force on 25 May 2018, data processors will be equally liable.
Focus sales time on high-value customers most at risk that are likely to leave, as opposed to those of lower. And then optimise your channel strategy – send high-value leads to sales and nurture those at a lower level.
The skills and attributes you need to further your career
How to be
According to Pete Jakob, MD and founder of Purple Salix, there are four key components to being more productive, both at work and in life:
- Capturing all the things that need your attention
- Clarifying what needs to take priority
- Doing, and
- Reflecting on how you can be more productive.
Spencer Waldron, European regional director at Prezi, explains there are six keys to speaking the secret language of leadership: Using the rule of three, opposite statements, exaggeration, stories, metaphors and repetition. Steve Jobs' Harvard commencement speech from 2005 (see video left) demonstrates many of these in action.
“Sales and marketing should be two peas in a pod.”
– David Dorling, head of global marketing, Swiss Post Solutions
A tech showcase of tomorrow's marketing tools and how to use them
Shane Murphy from AdRoll explained that definitions of ABM vary hugely – if you ask 100 different marketers you’ll get 100 different definitions.
AdRoll defines it as "taking a list of people your sales team are targeting and tailoring your marketing to them specifically".
According to Kate Lechowicz from NetApp, virtual reality (VR) is great if you need to demo large, heavy equipment (e.g. medical equipment) – it’s more engaging and efficient than brochures. It’s also cheaper. And it’s not about how many people try your VR experience – but how many remember!
“62% of professionals believe their business is in denial about how best to move forward with digital transformation.”
– Danny Bluestone, founder and CEO, Cyber-Duck
“If you don’t think your customers aren’t the smartest people in the room, you won’t succeed. You have to assume your customers are really smart”
– Kate Lechowicz, senior manager, enterprise and event marketing, NetApp
Newcomer of the year
Kate Searight, marketing executive, Convertr
Highly commended: Sarah Sketchley, senior account manager, Digital Radish
Creative team or individual of the year
Brian Macreadie, head of brand and campaign marketing, Berwin Leighton Paisner
Client relationship manager of the year
Gemma Roalf, B2B marketing account director, Really B2B
Highly commended: Steve Johnson, associate director, The Marketing Practice
Marketer of the year
Cara O’nions, marketing and customer account director, Vocalink
Marketing team of the year
Sage category campaign team
Outstanding contribution to B2B marketing
Alan Brandwood, finance director and database systems management, Stein IAS
With thanks to our sponsors