领英-2019年B2B营销趋势（英文版）-2019.7-45页.pdf

12019 B2B MARKETING TRENDS2Start With Who1Most Marketing Today Is Not Customer-Centricof buyers say advertising is relevantto them3%3Source:Infolinks study on“banner blindness”Actual Customer-Centric Marketing IsRadically Individualistic4Source:Netflix Blog On“Artwork Personalization”That Means Every Little Detail Is Driven By Insights5ROMANTICCOMEDICSource:Netflix Blog On“Artwork Personalization”Artificial IntelligenceEngagementMachine LearningMalwarePhishingSecurity HackerRisk Management014004001000The First Step Towards Netflix Starts With Insights-Driven PersonasTRENDING CONTENTWEBSITE DEMOGRAPHICS67First To Mind2Being First To Market Doesnt Matter8Source:22 Immutable Laws of MarketingAltair 8800AppleRelationship Between Market Share and AwarenessMarket Share Awareness 0%10%20%30%40%50%40%20%0%60%9Source:American Marketing Association Study,“How Brand Awareness Aids Profitability”What Matters Is Being First To MindIf You Cant Be First To Mind,Invent A New Category10LindberghEarheartSource:22 Immutable Laws of MarketingEmergingAwarenessStrong AwarenessWeak AwarenessNo Awareness11Use Our“First To Mind”Matrix To Find OpportunitiesEngagementReachHigh100%High100%Low0%Low0%HybridConnectivity Fuel CellFuture of Mobility Shared Mobility Self Driving CarAutomotive12The Originality Delusion3Marketers Are Obsessed With NewnessCREATIVE BRIEFNEVER BEENDONE BEFORENEVER BEENDONE BEFORENEVER BEENDONE BEFORENEVER BEENDONE BEFORENEVER BEENDONE BEFORENEVER BEENDONE BEFORENEVER BEENDONE BEFORENEVER BEENDONE BEFORENEVER BEENDONE BEFORENEVER BEENDONE BEFORE13But New Isnt What Sells200914Source:The Drum,“Why Research Shows Youre Better Off With Your Existing Ad Campaign”Source:The Branding Journal,”What To Learn From Tropicanas Redesign Failure”new ad campaigns outperform old campaigns1 5 onlyinWhat Sells Is Relevance+Familiarity 63%34%RELEVANCEORIGINALITYWhat Do CXOs Want From Thought Leadership?152xSource:LinkedIn+Edelman Research,“How Thought Leadership Impacts B2B Demand Generation”Dont Sell“Original,”Sell“MAYA”16Source:Raymond Loewy,“MAYA Principle”MOST ADVANCED,YET ACCEPTABLEInvest In Tactics That ReplicateAcross Industries,Markets,And YearsInvest In Tactics That ReplicateAcross Industries,Markets,And Years19MediaValue Investing420Source:LinkedIn Campaign Manger Individual Contributors(ICs)Are An Undervalued AudienceOf Impressions Reach Individual Contributors 24%This Ignored AudienceInfluences Buying Decisions Today21Source:LinkedIn/Tech Target research55%Of Current Tech Buyers Are ICs22Tech ICSource:LinkedIn Career dataAnd ICs Will Be Making TheBuying Decision TomorrowTech ManagerDeal BeginsDeal Ends3yrs3yrs23So Broaden Your Investing HorizonAnd Target Beyond The C-Suite24You Are Where You Advertise5Which Ad LooksMore Expensive?And Yet,Most Media Buyers WantThe Cheapest Inventory PossibleHowever,studies show that Premium Inventory is more Cost EffectiveSource:Newsworks&GroupM UK 2018So Are Your Ads Reassuringly Expensive,Or Worryingly Cheap?29LinkedIn is the most Trusted Social Platform 30The War On Brand6Brand Marketers Are Losing The Budget Battle 31Source:IPA Study,Marketing Effectiveness In The Digital Era200753%201628%32Direct Response Wins In The Short-Run,But Brand Wins In The Long-RunSource:IPA Study,Marketing Effectiveness In The Digital Era70%60%40%10%30%0%50%20%0 67 1819 30 30Campaign Duration in Months%Reporting Very Large EffectsThe Conflict Between Long and Short-Term MetricsActivation EffectsMarket Share EffectsAcquisition Only0.2%33Source:LinkedIn Internal research 2018Brand Only1.5%1.0%0.5%0.0%Brand&Acquisition0.3%1.2%Conversion RateSynchronize Brand And DemandTo Drive Exceptional Performance7 7THE CLICKTHE CLICK-THROUGH THROUGH CONSPIRACYCONSPIRACY34Cost per Acquisition20%Cost per Click19%CPCV(cost per completed view)19%Clickthrough rate(CTR)18%Cost per Engagement(CPE)14%Viewability6%None4%Most Commonly Used MetricsSource:Xaxis,2018 Outcomes:Driven Media Survey,Senior MarketersThe Entire Digital Marketing Industry Still Runs On ClicksSource:Nielsen BrandEffect meta analysis of 478 online global campaigns that ran between Oct 2014 April 2015Ad RecallBrand AwarenessPurchase IntentSmart Marketers Have Long Argued That Clicks Dont Correlate With SuccessWe Have A More Extreme Opinion Optimizing For Clicks Will Kill Your BrandBad CreativeBad AudiencesBad FrequencyCLICKCLICK5 Tips To Being A Better ManagerBad Creative:Clickbait Is Bad For Your Brand1Bad Audiences:Robots Are Bad For Your BrandAwarenessIntentFREQUENCY12345678910+5.27.011.39.012.611.611.914.912.017.66.211.612.813.314.215.915.420.816.232.5BRAND RECALLCTR DecreaseCPC IncreaseFREQUENCY180%135%90%45%0%-45%-90%123456789CTR40Source:NielsenBad Frequency:Low Frequency Is Bad For Your Brand41Instead,Lets Track Impressions+SOV42Great.How Can I Act On These Trends?1 1Build dynamic personas using 1st party data.2 2Be first to mind among potential buyers.3 3Develop familiar franchises to breakthrough.4 4Reach undervalued audience segments.5 5Reach those audiences in premium contexts.6 6Combine Brand and Lead Gen campaigns to achieve optimal results 7 7Focus on real Business KPIs that drive your businessDanke!Shankho MukherjeeShankho MukherjeeAgency Lead DACH扫码关注：金融干货精选获取更多干货资料