The State of B2B marketing report from Salesforce Dreamforce 2015. Presented by Mathew Sweezey.

1. State of B2B Marketing 2015
​ Mathew Sweezey
​ Principal of Marketing Insights
​ msweezey@salesforce.com
​ @msweezey
​
Presenting our latest research on new trends in B2B

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Discover More Research Insights

4. Mathew Sweezey
Principal of Marketing Insights, Salesforce.com
Writer for: Clickz, Moz.com, Mashable
Author of: “Marketing Automation for Dummies”, Infinite
Marketer (Q1 2016)

5. ​ We understand that business-to-business (B2B) marketers have different goals and strategies than
business-to-consumer (B2C) marketers, and wanted to provide deeper insights into the digital
marketing landscape for each in 2015. This report focuses on the more than 2,100 responses
from B2B marketers who completed this year’s survey.
Statistically relevant data
How the research was conducted

8. Executive Summary
The three biggest things to show your CEO

9. ​ The biggest challenges of 2015 are new business development, quality of leads, and demand and
lead generation.
Biggest Challenges for 2015

10. All signs point to increasing budgets
​ 84% of surveyed said they plan to increase spending

11. Content is a big word
Lets’ break it down into some useable data

12. 62% of marketers say they are
significantly increasing their
investment in video.
57% of marketers are planning
on investing significantly more
in podcasting.
38% said they are decreasing
spending on Native advertising.
Video Podcasting Native Ads
Native didn’t pan out so hotVideo is proving big wins Podcasts are expected to be hot
Content Marketing creation
​ Broken down by top 2 and bottom 1

13. 64% of marketers say they are
significantly increasing their
investment in paid social.
60% of marketers are planning
on investing significantly more
in web personalization in 2015.
61% of marketers said they are
investing more in mobile push
this year.
Paid Social Ads Web Personalization Mobile Push
Big for LTV not Lead GenI’d double down on this one I’d triple down on this one
Content Marketing distribution
​ Broken down by top 3

14. Marketing Automation
Lets’ break it down into some useable data

15. ​ Marketing automation is a combination of tools, techniques,
and technologies to create a seamless customer journey. Here
are the biggest features being used in marketing automation.
Marketing Automation Stats
Marketers who feel Marketing Automation is
an Effective tactic for B2B marketing
81%

16. ​ 66% of all email opens are on
mobile devise, which means
emails need to be mobile
ready, or “Responsive”.
​ 48% of surveyed use
“Responsive” design in their
email marketing on a regular
basis.
​ 27% of all marketers say they
receive no value from their
news letters.
​ 38% of marketers are now
tracking the number of leads
they generate via email as a
core email metric.
​ 36% of marketers are using
open-to-click ratio any more as
a email marketing metric.
Mobile opens News Letter Face Lift Measurements
Business metrics vs Improvement
metrics
Single column is just fine! It’s content not the medium!
Changes in Email
​ Three big changes happening

17. Why care about mobile?
Yes, but let’s use data to prove this out.

18. Everything is mobile
Mobile marketing must be leveraged in a new way. It is no longer disparate systems, but a singular
journey managed by a marketing automation tool. Those who can understand are able to out
preform their colleagues by 2X.
Mobile means more than just social media

19. ​ Do not neglect these two aspects
Mobile and Social are Enablers

20. C-Suite social media
Everyone is on social channels

21. Executives are social
“I check my phone when I get bored.”
CEO, of every company on the planet
Business professionals check Facebook seventeen times per day – Informatica Research
The average smartphone owner has 7.4 social channels
66% of emails are opened on mobile devise

22. ​ 74% of B2B marketers
currently use Facebook.
​ 85% of those say it has a
significant impact to their
business.
​ 67% of all marketers use
Linkedin as a part of their social
marketing strategy.
​ 90% of those said they receive
significant impact from it.
​ 27% of marketers are currently
using Slideshare for marketing.
​ 91% of marketers are using
Slideshare say it has significant
impact to their business.
Facebook Linkedin Slidehsare
Social Trends to note
​ Channels making it big

23. ​ 88% of B2B marketers
surveyed said they get results
from using this application.
​ It is used by 93% of all Korean
smartphones.
​ 88% of B2B marketers
surveyed said they get results
from using this application.
​ It is the largest stand alone
messaging app based on active
monthly users. It is based in
China.
​ Social gaming and networking
site is seen as another highly
effective tool by B2B marketers.
Because:
​ Their largest demo is 35-49
higher than any other
population on their app.
KaKaoTalk WeChat Tagged
Social Trends to note
​ Geography and niche counts

24. Social works for B2B
“Facebook has been our most effective social media
technology for generating leads.”
John Johnston Director, Digital Marketing Volvo Construction
Equipment of North America
​ Volvo sells over $100 million dollars worth of heavy equipment each year and use Social Media as
their number one lead driver.
​ Social works, and if you are not working it you should be.

25. Recommendations
Here’s what we suggest based on the data

26. Best places to spend money
​ And one you should reevaluate
2015 State of B2B
2,100
marketers have
spoken
Technologies, channels, and
strategies continue to evolve at
rapid pace, tasking marketers
to evaluate, test, and implement
in near real-time. B2B
marketers are managing these
shifts by implementing
technologies and strategies that
will target their customers with
personalized content wherever
they are.
Marketing Automation Lead scoring and nurturing Banner advertisements
Best Bets 69% of B2B marketers said
this is the most effective use
of funds when it comes to
delivering value to the
business.
68% of B2B marketers said
lead scoring and nurturing
was the 2nsd most effective
technique and strategy they
employed for driving results
for their business.
53% of B2B marketers
found banner
advertisements effective.
This makes them the least
effective tactic of the 25
surveyed.
Current
level of
adoption
Only 26% of marketers are
using lead scoring and
nurturing.
Only 26% of marketers are
using lead scoring and
nurturing.
39% of marketers said they
use banner ads as a part of
their marketing practice.

27. Thank you