Covers 6 key trends in digital marketing and presents research on most popular tactics. Delivered by Dave Chaffey at B2B Expo 2016, ExCel London.

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B2B Marketing
Trends 2016
Dr. Dave Chaffey
SmartInsights.com

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About Dave
o Consultant and trainer in Digital since 1997
o Author of 5 bestselling digital marketing
books
o CEO and Editor of SmartInsights.com - a
digital marketing advice site with 130,00
members in over 80 countries
o DIY templates, planning guides courses
o Customised in-company Training
and Consultancy
o Annual Expert Pro Plan discount code:
DAVESAVE20

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Q. Which digital marketing activity
will most increase YOUR
commercial returns in 2016?
 1. “Big Data”
 2. Content Marketing
 3. Marketing Automation
(incl. email, lead scoring, personalisation)
 4. Mobile Marketing
 5. Conversion Rate Optimisation

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Download Managing Content
Marketing Europe 2016 report
http://hubs.ly/H02xJnl0

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What works for Smart Insights?

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TREND #1 CONTENT MARKETING
AND CONTENT SHOCK

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But remember ‘Content Shock -
‘Me-too’ content isn’t effective
BuzzSumo-Moz research

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Source: Scott Brinker, The 4th Wave of Content
Marketing

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B2B
examples
Free 100+ page digital marketing tools guide
http://bit.ly/smartdigitaltools

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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

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30 Digital Tools categories #2
Download: http://bit.ly/smartdigitaltools

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TREND #2 MARKETING AUTOMATION
Free research report with Communigator:
State of B2B Marketing Automation

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Messaging
Customer intelligence
Mass
Communication
Demographic
data
Customer
history
Contact
data
Personalized
Communication
Segmented
Communication
Transactional
Communication
Customer
transaction
Intention/
behaviour
Data source
Integrated
Web analytics
Behavioral /
web sales
Mailing list/
database
CRM system
Enhanced
profiling
Customer
value
Potential benefit =
Tailored promotions
(sales)
Loyalty
Information
Relevant
offers
Behavioral
Communication
Potential benefit =
Up-sales/ promotions
Triggers
based on
behavior
Trigger on
transaction
Newsletters,
surveys & one-size-
fits-all promotions
Lifecycle
emails
Targeted email
campaigns/ offers
50%
here
Source:
Michael
Leander

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For future – more use of predictive analytics and AI

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Our experience at Smart Insights
with using dynamic content?
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%

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Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme
Nursery
programme
Spot the winners
Prevent Lapsing
programme
Lapsed programme
Behavioural
Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each
programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature
Email
Sent wk. 2 each month to all contacts
Offers and
Deals
Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Content insertion Automation example
Monthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference

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The RS Newsletter
Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Local Module
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.

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 The HiPPO is…
“The Highest Paid
Person’s opinion”
 Coined by Analytics
and CRO specialists
 None of us can second
guess our audience!
Trend #3 CRO and web experience

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Our experience CRO works!
Test example from
Convert.com

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B. WON. The challenger was declared the winner at 95% confidence resulting in a 107% lift in conversions over
the control.

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A. Won. The challenger was declared the winner at 90% confidence resulting in a 56.6%
lift in conversions over the control.

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TREND #4 SOCIAL MEDIA MARKETING

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Has LinkedIn destroyed
marketing opportunities in 2016?
 New, but axed: Remarketing
(Lead Accelerator through Bizo acquisition)
 New: Slideshare and Lynda acquisition
 LinkedIn Pulse blog platform gives some cut-through
 Prohibitive CPCs on Ads / Sponsored Updates
 Groups now spam ridden with auto-posting
 Featuring products/services on pages long gone

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Should we turn to
other platforms?

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TREND #5 SEARCH ENGINE OPTIMISATION

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What works for our SEO…
 1. Categorised
Keyword research –
gap analysis
 2. Google Search
Console integration
for reporting
 3. Content to help
our personas – 3X
day – linking to our
product
 4. Updated evergreen
organically shareable
content – be lucky!
 5. Internal linking
 6.Long-term
“Strategic
partnerships” – not
influencer outreach

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Success = People, Process, KPIs and Tools
Free Download:
State of B2B Marketing Automation

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey or Stand 114
Show discount on annual Expert membership
DAVESAVE20