Marketing Predictions For B2B marketers in 2016

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2 Before We Begin Audio Issues? Let us know by typing a message into the chat box. Questions? Any questions will be addressed during Q&A in the order received. Want the Recording? We ll send a link to your address within 2-3 business days. 2

3 PRESENTED BY John W. Hayes Content With 20 years of online marketing experience, John Hayes works with icontact as a marketing strategist and contributing author. John is the author of four books; he is a popular speaker at events where he demonstrates how organizations of all sizes can maximize their potential from , social media, and content marketing-led strategies. 3

4 Marketing in 2016 Agenda During this webinar, you will learn: Leading-edge strategies for success with mobile How to build reputation and drive demand using platforms like Periscope How to target messages and audiences using Marketing Automation How technology disrupts the marketplace in a good way Why marketing best practices are important 4

5 Predictions for 2016 In 2016, Marketing will be: Mobile Personal Immediate Smarter Disruptive Noisier 5

6 Still Rules in Marketing is Still the King of ROI 44:1 ROI Built on permission Retention vs. acquisition Enhanced by social, mobile & automation 6

7 Still Rules in 2016 Best Practices Never Go Out of Fashion Content must be engaging, relevant, and timely Testing increases effectiveness Keep your lists clean & drive growth Keep one eye on the future Don t throw the baby out with the bath water 7

8 MOBILE MARKETING IN

9 Mobile Changes Everything The Future is Here and it s MOBILE Mobile frees & social from constraints Mobile makes marketing more personal Mobile devices engage subscribers 365/24/7 Now is a good time to send: mobile operates on a 24/7 schedule Mobile: your #1 priority in

10 Mobile Changes Everything The Stats Nearly 2/3 of Americans own smartphones of s are first opened on a mobile device. In 2016, there will be 162.7M tablet users in the U.S. 10

11 Mobile Changes Everything The Stats Time spent on MOBILE (51%) Time spent on DESKTOPS (42%) 11

12 Mobile Changes Everything The Stats of US smartphone users check their phones within 15 minutes of rising check their phones within 15 minutes of going to bed 12

13 Mobile Changes Everything The Stats Mobile Is Rapidly Evolving Wearables Periscope/Meerkat Apps continue to disrupt once seemingly impenetrable markets (Uber) 13

14 Mobile Changes Everything Your Mobile 2016 Checklist Check your templates (Litmus) Check your web design Optimize your subject lines (testing) Optimize your body text, images & CTAs (testing) Optimize your send times (testing) Engage via and social 14

15 Mobile Changes Everything If you do just one thing today, do this. Check your current templates and landing pages across multiple mobile devices and ask Do they work? Do they look good? Will they drive conversions in the mobile environment? 15

16 CONTENT MARKETING IN

17 Content Marketing What IS Content Marketing? There is nothing new about Content Marketing Content is not king, it s a foot soldier Content provides a solid foundation for entire marketing strategy 17

18 Content Marketing Content Marketing Will: Engage your target audience Fuel your social media & marketing strategies Build brand, generate leads & engage more 18

19 Content Marketing The Spokes of Content Marketing 19

20 Content Marketing The Holy Trinity of Content Marketing* Your organizational blog Your marketing campaigns Your social media strategy *All optimized for the mobile environment 20

21 Content Marketing Content Marketing Challenges No time Fear No ideas/lack of imagination Lack of presentation skills 21

22 Content Marketing The Stats of marketers publish new content daily or multiple times per week of marketers find creating engaging content challenging of marketers will increase their content marketing budget this year of marketers say brand awareness is the most important content marketing goal of B2B marketers use LinkedIn to share content 22

23 Content Marketing Your Content Marketing Checklist Perform a content marketing audit Set objectives Launch initial channels (blog, and social media and then build) Stop talking, start doing! 23

24 Content Marketing Content Marketing Inspiration Red Bull Stratos The Ice Bucket Challenge (ALS) Star Wars?! 24

25 Content Marketing If you do just one MORE thing today Ask a client what makes business life difficult and write and share a blog post outlining solutions. 25

26 MARKETING AUTOMATION IN

27 Marketing Automation It s Time for Marketing Automation A Smart(er) way of marketing Builds a more personal & cohesive strategy Combines the power of , social, content, CRM and data Delivers the right message at the right time to the right person 27

28 Marketing Automation Marketing Automation used to be Expensive Resource heavy Only available to organizations with large marketing budgets 28

29 Marketing Automation Today Marketing automation increases B2B sales pipeline contributions by an average of 10% Nurtured leads produce a 20% increase in sales opportunities 29

30 Marketing Automation Today drives a 14.5% increase in sales productivity a 12.2% reduction in marketing overhead 75% of companies using marketing automation see ROI in just 12 months 30

31 Marketing Automation Three Marketing Automation Opportunities in 2016 Workflow Automation Lead Scoring CRM Integration Learn more at explore icontact Pro for free. 31

32 Marketing Automation WARNING: Marketing Automation is not a silver bullet! MA will target the right people at the right time. Taking time to study your subscriber data will make you smart(er). 32

33 Marketing Automation If you do just one LAST thing today Stop thinking about campaigns as stand-alone items, and plan a simple series of sends based on engagement. 33

34 MARKETING IN 2016 DISRUPT OR BE DISRUPTED 34

35 QUESTIONS? COMMENTS? 35

36 THANK YOU! 36