WEBINAR TITLE HERE

TRENDS FOR 2014

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B2B Checklist:







MUST-HAVES
FOR SUCCESS
IN 2014

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Michael Agnello
Business Development
Ian Dahlman
Director of Search
Emily Guthrie
Director of Global
Media
Cristina Heise
VP of Buyer Experience
Planning
Amber Long
VP of Engagement
MUST-HAVE
#1
Keep Up With the
Engines
B2B CHECKLIST:
USER BEHAVIOR DRIVING
NEW SEARCH ALGORITHMS
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
Number of Global Users (Millions)
Desktop
Mobile
BATTLE FOR SEARCH ENGINE MARKET SHA
Bing has begun integrating its search offering into hardware to increase
market share versus Google.

Platform Market Share
Search Engine
Google
70%
Bing/Yahoo
30%
Desktop
Windows (Bing)
90%
Mac (Google)
10%
Mobile + Tablet
iPhone/Android
88%
Windows Phone
1%
*Q4 2013, NetMarketShare.com

GOOGLE RESPONDS TO MOBILE TREND
Hummingbird Search Algorithm
Complete overhaul of algorithm to produce
content that is more relevant to spoken or
mobile queries
Focuses on intent
Understands conversational queries
Considers synonyms now
How will this affect content creation?
*November 2013, Link-Assistant.com

NICHE SOCIAL
MEDIA PLATFORMS
2014 will be the year for niche,
interest-based social media
sites that offer new ways for
brands to reach customers.
Users are tiring of the clutter.

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Do you believe the move to device
integration by Bing will result in a
signifcant increase in market share
within:
1. 1-3 years
2. 3-5 years
3. No one will be able to shift market from Google
MUST-HAVE
#2
Get Experience
with RTM
B2B CHECKLIST:
REAL-TIME MARKETING
Triggering relevant messages across channels that
respond to what customers are doing NOW.




Source: GolinHarris, Insights, March 2012
FUELING THE TREND
Improved targeting capabilities
Evolution of data management solutions
Advanced/predictive analytics
Programmatic/real-time buying solutions
Expansion of social media platforms


HOW TO GET THERE?
Assemble your team and set yourself up for success
Tune in to your buyers and stay in touch
Plan for small victories
What are your organizations biggest
barriers to adopting real-time
marketing strategies?
1. Limited resources
2. Access to data
3. Company culture
4. Privacy concerns
5. Implementation of technology
MUST-HAVE
#3
Create Content
Effciencies
B2B CHECKLIST:
SAVORING THE SAWDUST
Focus on the untapped content opportunities at your fngertips
Hidden and unknown content
Neglected content
User-generated content
Behind-the-scenes content
Source: Gary Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, HarperCollins, November 2013
IN YOUR BACKYARD
In 2014, all business units
should touch content and social
in some way
Leverage those touchpoints
(HR, customer service,
procurement, R&D,
engineering, etc.)
Source: The Social Media Manager Is Dead.
Long Live Social Media, Fortune Magazine, October 2013
TREND-JACKERS UNITE
In 2013, brands created their own trends
In 2014, create more effciencies and work smarter
Jump on currently rising trends
Take advantage of already established successes its okay
Accidental business
Source: Gary Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, HarperCollins, November 2013
THE COMPACT IMPACT
Pack a snackable
punch
Do you have a process in place for
funneling new content opportunities to
the marketing department?

1. Yes, we have basic content/idea submission processes in place
2. Yes, we have an incentive and submission program in place
3. Yes, but we use another method
4. No, we do not have a process in place
MUST-HAVE
#4
Produce Powerful
Experiences
B2B CHECKLIST:
MILLENNIALS EXPECT EVERYTHING
Gen Y and Millennials are continuing to move into purchase decision roles
TRENDSETTERS HANGING OUT
INTERACTIVE DATA VISUALIZATION
Source: Does Your Company Actually Need Data Visualization, Harvard Business Review, Nov. 14, 2013
PARALLAX SCROLLING PAGES
PERSUASIVE TECHNOLOGY
1960S BEHAVIORAL ECONOMICS MEETS
USER EXPERIENCE
PEOPLE DONT WANT DUMBED DOWN;
THEY WANT UNCOMPLICATED

Whats the most engaging experience
for your audience that earns results?
1. Content or product catalog with powerful search, sort and flter
tools
2. Interactive data visualizations or immersive experiences
3. Parallax sites that work well on mobile
4. Some persuasive technology or mobile, location-based
enablement
MUST-HAVES
FOR SUCCESS
IN 2014
Keep up with the engines
Get experience with real-time marketing
Create content effciencies
Produce powerful experiences
Questions?
THANK YOU
CAN WE USE THE
Q&A SLIDE FROM
PREVIOUS
WEBINARS?






MUST-HAVES
FOR SUCCESS
IN 2014

B2B Checklist:
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