B2B Marketing What's up in Business Marketing? Bart Christiaens Artevelde University College Ghent, Belgium

Today’s Marketer Is a peculiar blend of many things: An extraverted storyteller and a data driven analyst. Someone who is online as well as offline, who is creative as well as analytic, who is capable of thinking as well as doing.

The challenge of omni-channel Content Marketing Digital Marketing Social Media Marketing Website Marketing Search Engine Marketing Marketing Mobile Marketing Data Analytics Inbound Marketing Account Based Marketing Experiential Marketing Agile Marketing Planning

Digital Marketing Digitize everything or die not just marketing but across the entire organization Create synergy internally (production, logistics, sales, marketing,…) breaking down silos - integrate redefining roles and responsabilities

Digital Marketing - Tesla Tesla digitizing an old-age industry Sales process: no dealer showrooms but online sales Supply chain: allmost no stock, cars are taylormade Customer centricity: adding new functions by mobile updates (Spotify, Insane button,…)

Digital Marketing Other examples: - Bubble Post going international

Digital Marketing

Social Media Marketing Social media marketing combines a wide variety of social media tools and platforms to establish conversations with prospects and customers

Social Media Marketing Social sharing is very influential and impactful Social referral is highly successful to reach new contacts Failing to manage your social presence will harm your business Example: Bandwidth

Content is king “…using content to attract, acquire and engage customers”

Content is king Who are those content consumers? = the Decision Making Unit (DMU*) Users: share knowledge (operational) Influencers: influence the buying process (tactical) Decision-makers: make the finall call (strategic) * 7 people (average) in a Decision Making Process

Content is king -How to create a constant stream of content? -How to be heard by your target audience in the information overload? -How to manage the conversations on your content assets?

Data Analytics Without Data Analytics there is simply no more marketing

Data Analytics Big Data Analysis of large, complex and unstructured datasets Use all data from diverse sources Analysis helps to (re)shape your business Forward looking

Data Analytics Risks -GIGO principle: garbage in / garbage out -Decision making machines? Technology rules?  Importance of human judgment -Our digital footprint  What about privacy?

Inbound Marketing (pull) Lead generation

Inbound Marketing (pull)

Telemarketing Attract: make your company findable Tradeshows

New Solutions Selling Death of a salesman? -New type of customer: The informed buyer -Customer behaviour has become unpredictable -High level of market segmentation -Complexity of technology increases -Shift from product to added value

New Solutions Selling The new hybrid sales representative -Collaboration with customers on strategic level -Collaboration with the other teams internally (no silos) -Value creator -Discovers problems and solutions together with the customer

Conclusion: Needles & pins