With 25 years of digital marketing under our belts, many brands and professionals have built rigid perceptions of what works best for what. The truth is, digital keeps evolving and we have to constantly rethink what is possible and what might even be overlooked.Backed by his latest research, long-time creative executive and digital strategist Mat Zucker will share how evolved enterprises can use various owned touchpoints (web, social, search, events, chat) in new ways.

1. #B2BMX
Reimagining your channels,
Rebooting your digital strategy
#B2BMX
MAT ZUCKER
PARTNER, DIGITAL
PROPHET

2. Hello.

3. WAYNE DWYER
If you change the way
you look at things,
the things you
look at change.

4. Agency Creative à Strategy Consultant

5. Table à Farm

6. #B2BMXSource: TBWA
DISRUPTION

7. Are we still
holding onto
our earliest
lessons for
channels in
digital marketing?

8. 8
Brands could be publishers on the web

9. 9
Brands could host
conversations

10. 10
Email was the
door opener

11. 11
Podcasting was
more than the
new radio

12. 12

13. 13
The video
demo could
be a brand
statement…

14. 14
…and a
content
series

15. 15
Social was
mostly for
messing
around

16. 16
Then
social
found
real-time
relevance

17. 17
Brand toolkits expanded in their required assets

18. 18
Apps… well those weren’t marketing’s job

19. Companies that are comfortable
seizing the new opportunities of
digital transformation we call
Evolved Enterprises

20. 20
Evolved Enterprises seek to
transform in these three areas
MARKETING EXPERIENCE ORGANIZATION
Modern Brand Strategy CX with Digital DNA Organization and Operating Models
Strategic Communications
Experience Strategy and Interaction Digital Transformation Roadmap
Customer Data Value Exchange
Products & Services Design Business Model Innovation
Digital Marketing Excellence
Culture, Capabilities, Engagement
DATA
Brand Strategy Activation

21. 21
Keep transforming your channels and it’ll
help transform your marketing

22. Email

23. 23

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25. 25
Scroll,
baby,
scroll

26. 26
Accelerated
Mobile
Pages

27. Out of home

28. 28
What Out of Home Was Conventionally

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When OOH is added to a media plan, it can increase reach of the overall campaign:
The reach of TV. The hub of experience.
Source: Touchpoints USA Billboard Study, Outdoor Association
IN REACH OF
WEB CAMPAIGNS
IN SOCIAL
CAMPAIGNS
IN MOBILE
APPS
à OOH is nearly 3X more efficient at driving online search activity than TV, radio and print
68% 212% 316%

37. PR

38. 38
“Public relations is a
strategic communication
process that builds mutually
beneficial relationships
between organizations and
their publics”
—PRSA

39. 39
RELEVANT
NEWS RELEVANT
CREDIBILITY
RELEVANT
CONTEXT
ROLLING
THUNDER
PR can build sustained relevance

40. 40
15% of B2B companies
have mature influencer
marketing programs
(vs 55% of B2C)
43% are experimenting
24% ongoing programs
5% Integrated influencers
across all activities
B2B marketers are still underleveraging influencer marketing
Source: Altimeter@Prophet

41. 41

42. 42
PR as Product News

43. 43
PR with innovation

44. 44
PR as Brand Act + Sales Driver

45. 45
Thought leadership > advertising

46. 46
Evolving thought leadership formats

47. 47
What are your
Signature Stories?

48. 48
A unique symphony of
11 subway musicians
Personal trainer keeping her
client base after moving
The amazing story of Sara
and Paige and their friendship
Signature story examples - Skype connects

49. Web

50. 50
Are you updating your sites?
Source: Moz
Changes to core content
Frequency of new content
New pages
New link growth

51. 51

52. 52
100+ “About” pages evaluated
3M Citigroup Guardian Life MetLife Starbucks
Abbott Coca-Cola Home Depot Microsoft Swiffer (P&G)
Accenture Colgate (brand) Honda Motor Nestle Target
Adidas Colgate-Palmolive HP Netflix The Clorox Company
Alphabet Costco IBM Nike TIAA
Amazon Cushman & Wakefield Intel Nordstrom Tide
American Express CVS Health Johnson & Johnson Patagonia Toyota Motor
Anthem Deere JP Morgan Chase Pepsico Unilever
Apple Delta Kroger Procter & Gamble United Health Group
AT&T Disney Lockheed Martin Salesforce.com UPS
Bank of America Exxon Mobil Lowe's Samsung USAA
Ben and Jerry's Facebook LVMH SAP Verizon
Berkshire Hathaway FedEx Maersk Schneider Electric VISA
BMW GE Marriott Shire Walmart
Boeing Genentech (Roche) Mayo Clinic Singapore Airlines Warby Parker
Caterpiller General Mills McDonald's SONY Wells Fargo
Charmin (P&G) General Motors McKesson Southwest Airlines Whole Foods Market
Chevron Gilette (P&G) McKinsey St. Jude Medical (Abbott) Zurich Financial
Chick-Fil-A Goldman Sachs Merck

53. 53
Evaluation Criteria
HOW 100+ WEB SITES WERE ASSESSED
1 2 4
Primary business
strategy
Content
Consumption and
Nomenclature
Modernity Next Best Action Toolset and
Formats
Wide Broadcast
Founding Story
Mission Statement
Investor Friendly
Current News
Basic Profile
Product Driven
Other
Digestible
Generic
Engaging
Other
About / Us
Our Company
Who We Are
Overview
Other
Web 1.0 (< 3 of below)
Web 2.0 (3+ of below)
Good layout
On-brand design
Quality images and
videos Browsing
experience
Informs + delights
Designed/adapted for
mobile and omni-channel
Prioritized: Clear call-to-
action, next step evident
Exists, but not prioritized
Non-existent: Barely
visible or missing
Images
Videos
Bold Headlines
Infographics
Other
…
53
3 5

54. 54
What we found
65%
Wide
Broadcast
8%
Founding Story
6%
Mission
Statement
6%
Investor-friendly
4%
Basic profile
3%
Product-driven 5%
Other
1%
Current news
Two-thirds
wide broadcast
Archetypes

55. 55
What we found
Modernity
1.0 2.0
33% 65%
N/A 2%
Nomenclature
3%
10%
3%
3%
3%
7%
11%
25%
34%
N/A
Other
Overview
Our Company
[Company] Info
About
Who We Are
About Us
About [company]

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CRAP ABOUT US PAGE

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REDO UPS

66. 66
REDO UPS

67. Do you have an About Us strategy?
UNDERSTANDING
How your customers are
using your web site
What they’re looking for
and how they’re engaging
What they do next
DESIGN
Potential use cases for
your about us page
Be ambitious about
formats and experience
VISION
The ambition for your
business
ROI
PLAN
Editorial strategy
Distribution and
amplification
Optimization and
dynamism
*

68. Chat

69. 69

70. Sources: Business Insider
Total number of active monthly users,
Messaging Apps vs. Social Media
Messaging apps already
have more active users
than social media
platforms, providing a
massive market for
chatbots.
The top 3 platforms
have over 3 billion users

71. Source: KBCP Internet Trends
Behavioral and generational
shifts will make messaging
and bots increasingly more
important channels to
interact with consumers.
Younger generations
increasingly prefer
messaging platforms
as a first choice for
communicating with
brands.
CHAT SOCIAL
MEDIA
EMAIL /
SMS
APP PHONE
GEN Y
24% 24% 21% 19% 12%
GEN X
21% 12% 28% 11% 29%
BABY
BOOMERS 7% 2% 24% 3% 64%
SILENT
GEN. 2% 1% 6% 1% 90%
Digital Communication Channel Preferences,
by Generation

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Finding new audiences
“People are spending vast amounts of time in
conversational interfaces and chat. At a strategic
level, we want to be present in the places people
spend their time”.
David Boyle, Executive Vice President, Insight, BBC Worldwide (Former)

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Furry or Feathery?

76. 76

77. Do you have conversational business strategy?
UNDERSTANDING
How your customers are
using conversational
interfaces
DESIGN
Potential use cases for
your business
Marketing and sales
integration
VISION
The ambition for your
business
ROI
PLAN
Partners strategy
Socialization within your
company
Roadmap to pilot
*

78. Social

79. 79
Social keeps evolving…

80. 80
Six-second video

81. 81
Six-second video

82. 82
Not just video, live video
Sources: Google, DemandGen, Adobe, Content Marketing Institute
70%
B2b buyers watch videos throughout
their purchase journey
58%
Live video content is part of 58% of b2b
marketers content strategy

83. 83
82% of strategists surveyed
named “Customer Experience”
as their top priority, overtaking
“Brand Health” as an objective
for the 1st time.
—Altimeter, 2016 State of Social Business
But we see a shift from brand to customer experience

84. 84
Pitney Bowes - Tweet Chats

85. 85
Hootsuite – Mean Tweets

86. 86
Hubspot– Visual mini-blog posts
Source: http://www.convinceandconvert.com/social-media-strategy/b2b-brands-using-instagram/
3 out of the top 6
formats are visual
2018 B2B Content Marketing Institute

87. 87
Education as Marketing

88. 88
Expertise of people

89. Apps

90. 90
Apps are traditionally a post-
purchase product experience

91. 91
Digitally
native
companies
use the app
store for
awareness

92. 92
Digitally native companies
use app updates for
product and company
announcements

93. 93
Domtar – App as Marketing Lab

94. Do you have an app marketing strategy?
UNDERSTANDING
Are you discoverable?
How are your customers
using the app stores
DESIGN
The right use cases
The right content
VISION
The ambition for your
business
ROI
PLAN
Taxonomy and Tagging
Distribution and
amplification
Optimization
*

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Thank you.
MAT ZUCKER
Partner, Digital
917.607.0600
mzucker@prophet.com
@matzucker
www.prophet.com
#B2BMX