Innovations in Business Marketing and Communications

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1 Innovations in Business Marketing and Communications Bringing B2B trends into the utility context Sarah Howie Practice Director Marketing & Communications Advisory Services July 12, 2017

2 On Today s Call Introductions Landscape overview B2B trends Takeaways and next steps Questions 2017 E Source 2

3 On Today s Call Introductions Landscape overview B2B trends Takeaways and next steps Questions 2017 E Source 3

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7 Introductions Sarah Howie Practice Director Marketing & Communications Advisory Services E Source 7

8 Introductions Sarah Howie Practice Director Marketing & Communications Advisory Services Chat us! 2017 E Source 8

9 On Today s Call Introductions Landscape overview B2B trends Takeaways and next steps Questions 2017 E Source 9

10 Today is about the big picture and bringing outside influences in E Source 10

11 Today is about the big picture and bringing outside influences in. Context, context, context 2017 E Source 11

12 On Today s Call Introductions Landscape overview B2B trends Takeaways and next steps Questions 2017 E Source 12

13 One-Two Punch: Content Marketing, Native Advertising B2B Trend 2017 E Source 13

14 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing Native Advertising 2017 E Source 14

15 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing Native Advertising A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. - Content Marketing Institute 2017 E Source 15

16 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. - Content Marketing Institute Native Advertising Online content that it is created for paid promotion of a brand on a media site which doesn t use a traditional ad format such as a banner ad, but includes editorial content such as a blog post or infographic - Smart Insights 2017 E Source 16

17 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing Native Advertising Using valuable, meaningful content to nurture a lead throughout the relationship 2017 E Source 17

18 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing Using valuable, meaningful content to nurture a lead throughout the relationship Native Advertising Positioning content within other channels to make it appear seamlessly E Source 18

19 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing Using valuable, meaningful content to nurture a lead throughout the relationship Native Advertising Positioning content within other channels to make it appear seamlessly. Say something worth taking the time to listen to 2017 E Source 19

20 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing Using valuable, meaningful content to nurture a lead throughout the relationship Native Advertising Positioning content within other channels to make it appear seamlessly. Say something worth taking the time to listen to Catch them when their guards are down 2017 E Source 20

21 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing Using valuable, meaningful content to nurture a lead throughout the relationship Native Advertising Positioning content within other channels to make it appear seamlessly. Say something worth taking the time to listen to Catch them when their guards are down 2017 E Source 21

22 One-Two Punch: Content Marketing, Native Advertising B2B Trend Content Marketing Native Advertising 2017 E Source 22

23 One-Two Punch: Content Marketing, Native Advertising B2B Trend No 11% B2B Marketers Using Content Marketing Yes 89% Base: North American B2B marketers, n = E Source E Source; data from 2017 B2B Content Marketing Trends North 23 America: Content Marketing Institute/MarketingProfs

24 One-Two Punch: Content Marketing, Native Advertising B2B Trend No 11% B2B Marketers Using Content Marketing Yes 89% Base: North American B2B marketers, n = E Source E Source; data from 2017 B2B Content Marketing Trends North 24 America: Content Marketing Institute/MarketingProfs Source: Powered by Search

25 Percentage One-Two Punch: Content Marketing, Native Advertising B2B Trend B2B Marketers Are Using Multiple Content Marketing Tactics 100 No 11% B2B Marketers Using Content Marketing Yes 89% Tactics used E Source Base: North American B2B marketers, n = E Source; data from 2017 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs 2017 E Source 25

26 One-Two Punch: Content Marketing, Native Advertising B2B Trend 2017 E Source 26

27 One-Two Punch: Content Marketing, Native Advertising B2B Trend 2017 E Source 27

28 One-Two Punch: Content Marketing, Native Advertising B2B Trend E Source 28

29 One-Two Punch: Content Marketing, Native Advertising B2B Trend 2017 E Source 29

30 One-Two Punch: Content Marketing, Native Advertising B2B Trend 2017 E Source 30

31 Executive Branding B2B Trend Senior executives must create and develop their personal brand. Buyers want to know the why and trust the leaders behind the companies they do business with. Some companies have adapted to this evolution, but many have not. And executives are most guilty of not embracing this new paradigm. Some feel there is no need, but 2017 will mark a watershed year for executive branding. - Grant Wickes, Executive Branding Specialist, Wickpoint 2017 E Source 31

32 Percentage Executive Branding B2B Trend Fortune 500 CEOs on Social Media 100 Yes No Year E Source; data from CEO.com s 2016 Social CEO Report, 2017 E Source 32

33 Executive Branding B2B Trend Source: CEO.com, 2016 Social CEO Report 2017 E Source 33

34 Executive Branding B2B Trend It s about trust. Eighty percent of customers are likely to trust a company whose CEO and executive team connect with customers through social media channels. The Anatomy of a Social CEO(link is external) and the Social CEO infographic Why Execs Should Use Social Networks(link is external) 2017 E Source 34

35 Executive Branding B2B Trend It s about trust. Eighty percent of customers are likely to trust a company whose CEO and executive team connect with customers through social media channels. It s about growing the bottom line with new products and services. Eighty percent of customers are likely to buy from a company whose leadership is involved in social media. The Anatomy of a Social CEO(link is external) and the Social CEO infographic Why Execs Should Use Social Networks(link is external) 2017 E Source 35

36 Executive Branding B2B Trend It s about trust. Eighty percent of customers are likely to trust a company whose CEO and executive team connect with customers through social media channels. It s about growing the bottom line with new products and services. Eighty percent of customers are likely to buy from a company whose leadership is involved in social media. It s about being there. Half of customers believe CEOs who don t use social media will get out of touch with customers. The Anatomy of a Social CEO(link is external) and the Social CEO infographic Why Execs Should Use Social Networks(link is external) 2017 E Source 36

37 Executive Branding B2B Trend It s about trust. Eighty percent of customers are likely to trust a company whose CEO and executive team connect with customers through social media channels. It s about growing the bottom line with new products and services. Eighty percent of customers are likely to buy from a company whose leadership is involved in social media. It s about being there. Half of customers believe CEOs who don t use social media will get out of touch with customers. It matters to employees too a lot. Seventy-eight percent of employees say they want to work for a CEO who is engaged in social media. Ninety-three percent of employees think that social CEOs are better equipped to handle a crisis. The Anatomy of a Social CEO(link is external) and the Social CEO infographic Why Execs Should Use Social Networks(link is external) 2017 E Source 37

38 The Rise of Virtual Reality B2B Trend We can now build three-dimensional models once available only in our imaginations. Using virtual or augmented reality, plans and structural layouts leave the two-dimensional page and jump into an interactive world. Proposed internal and external environments can now be explored with spatial impacts at the very beginning of the planning and implementation phases. -BizJournals.com Construction firms harness the power of virtual reality and everybody wins 2017 E Source 38

39 The Rise of Virtual Reality B2B Trend 2017 E Source 39

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42 The Rise of Virtual Reality B2B Trend Source: E Source 42

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44 Market Research 2017 E Source 44

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46 Online Data Dashboard 2017 E Source 46

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50 Online Data Dashboard Business Marketing Service Members 2017 E Source 50

51 On Today s Call Introductions Landscape overview B2B trends Takeaways and next steps Questions 2017 E Source 51

52 On Today s Call Introductions Landscape overview B2B trends Takeaways and next steps Questions 2017 E Source 52

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62 On Today s Call Introductions Data basics Topical insights Takeaways and next steps Questions 2017 E Source 62

63 For More Information Sarah Howie Practice Director Marketing & Communications Advisory Services Amy Thompson Business Development Director Todd Davidson Business Development Director E Source 63

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