2019年B2B营销趋势（英文版）_45页_46mb

2019 B2B Marketing Trends Summary

Core Content

The document outlines key B2B marketing trends for 2019, emphasizing the importance of customer-centric strategies, the value of brand awareness, and the need to move beyond traditional metrics like clicks. It highlights the shift from generic advertising to personalized, insight-driven approaches and the role of media in shaping brand perception.

Main Points

1. Start With Who – Customer-Centric Marketing

• Most marketing today is not customer-centric: Only 3% of buyers find advertising relevant.
• Actual customer-centric marketing is individualistic: It requires deep insights into the buyer's journey.
• Netflix example: Uses insights-driven personas to tailor content and marketing efforts.
• Being first to mind is crucial: The relationship between market share and brand awareness is strong.
• Invent a new category if you can't be first to mind: This can create unique opportunities.
• Sell "MAYA" (Most Advanced, Yet Acceptable): Focus on relevance and familiarity rather than originality.

2. Media Value Investing

• Individual Contributors (ICs) are an undervalued audience: They influence buying decisions and will be key in the future.
• Media buyers prioritize cost over quality: They often seek the cheapest inventory, even if it risks brand safety.
• Brand safety is a growing concern: 75% of companies advertise in questionable environments.
• Premium inventory is more cost-effective: It delivers better results than low-cost, high-risk placements.
• LinkedIn is the most trusted social platform: Especially for B2B marketing.
• Ads on low-quality sites can be harmful: They may damage brand perception and lead to financial losses.

3. The War on Brand

• Brand marketers are losing budget battles: Budgets are shifting towards direct response marketing.
• Short-term success vs. long-term brand value: While direct response campaigns yield immediate results, brand-building efforts are essential for sustained success.
• Synchronize brand and demand: This approach leads to exceptional performance in marketing campaigns.
• Track impressions and share of voice (SOV): Instead of relying on click-through rates (CTR), focus on these metrics for better brand performance.

4. The Click-Through Conspiracy

• The digital marketing industry still relies on clicks: Metrics like CPC and CTR dominate, but they don't always correlate with brand success.
• Clicks don't equal success: Smart marketers argue against optimizing solely for clicks.
• Bad creative: Clickbait can harm brand reputation.
• Bad audiences: Ads targeting bots or non-human traffic are ineffective.
• Bad frequency: Low ad frequency reduces brand impact and increases cost per click (CPC).

Key Information

• Insight-driven personas are essential for effective B2B marketing.
• Brand awareness is a stronger indicator of success than clicks or engagement.
• Premium media environments are more cost-effective and safer for brand image.
• Targeting ICs is a strategic move to influence future purchasing decisions.
• Combining brand and lead generation campaigns can yield optimal results.
• Focus on real business KPIs that align with organizational goals.

Summary of Recommendations

• Build dynamic personas using first-party data.
• Be first to mind among potential buyers.
• Develop familiar franchises to stand out in the market.
• Reach undervalued audience segments, particularly ICs.
• Use premium contexts for advertising to ensure brand safety and effectiveness.
• Synchronize brand and demand for better campaign performance.
• Track impressions and SOV rather than relying solely on click metrics.
• Focus on real business KPIs that drive growth and profitability.

Conclusion

The document underscores the need for a shift in B2B marketing strategies from traditional, click-driven approaches to more customer-centric, insight-based, and brand-aware methods. It encourages marketers to invest in quality media, target the right audience segments, and focus on long-term brand value over short-term metrics.