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What's New in B2B Marketing

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B2B (Social Media) Marke1ng: Trends and Best Prac-ces @NaThomson Natascha Thomson CEO, Marke-ngXLerator MarketingXLerator Cnfidential !


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The Next 60 Minutes •  Trends in B2B Social Media Marke-ng •  Best Prac-ces •  Discussion(s) MarketingXLerator Cnfidential 2


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Inbound Marke1ng & SEO MarketingXLerator Cnfidential 4


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MarketingXLerator Source: Danielle Herzberg, Hubspot Cnfidential 5


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“95% of U.S. Internet browsing popula5on accesses search engines each month. They make an average of 37 search engine visits per person per month.” Source: Compete MarketingXLerator Cnfidential


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Buyer Cycle: Present “Consumer’s Decision Journey” MarketingXLerator Source: Robin Grant: The purchase funnel is no more; via McKinsey. Cnfidential


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“You need to develop ways for people to talk about your product, so that word of mouth (WOM) works.” ~ McKinsey Global Marke5ng & Sales Prac5ce MarketingXLerator Source: Robin Grant: The purchase funnel is no more. Cnfidential !


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MarketingXLerator 9 Cnfidential


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Source: Al-meter – 2014 State of Digital Transforma-on MarketingXLerator Cnfidential 10


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Social Selling vs. Marke1ng Sales Professionals can use social media to 1.  Research prospects and leverage context 2.  Iden-fy and connect with relevant influencers 3.  Establish themselves as trusted experts Marke1ng Professionals can use social media to 1. ... MarketingXLerator Cnfidential 12


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There are over 200 factors Google considers for their search ranking •  Make Your Web Site Easy to Crawl by Search Engines •  Make your Web Site Mobile-Friendly & Mobile- Responsive •  Index Your App(s) MarketingXLerator Source: Hubspot. Cnfidential 15


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Mobile Search & Apps •  64% of American Adults own smartphones •  Smart phone users spend 89% of their mobile media -me using mobile apps •  Since Sept. 2015, Apple indexes both the web & all apps available in the iTunes store MarketingXLerator Source: Pew Research Center: US Smartphone use in 2015. Cnfidential 16


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MarketingXLerator Source: SearchEngine Land. Cnfidential 17


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If You have an App, Get It Indexed MarketingXLerator Source: SearchEngine Land. Cnfidential 18


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The Cyber Security Challenge MarketingXLerator Cnfidential 19


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1.  Have unique & complex passwords –  Tools: 1Password, LastPass, KeePass 2.  Don’t share passwords between team members –  Tools: Hootsuite, Sprinklr 3.  Don’t store passwords in browser / clear history 4.  Change password at least every 6 months 5.  Don’t click on every URL –  Tools: Zer0Fox, Lookingglass Scout MarketingXLerator Cnfidential 23


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Natascha Thomson NaThomson@Marke-ngXLerator.com @NaThomson +1 (925) 519-8111 Get 25% off with Over 15 years of B2B marke1ng promo code ADD12: experience in Global 2000 and hnp://www.happyabout.com/42rules/ startup companies. b2bsocialmediamarke-ng.php Customers include SAP, EMC & Polycom. MarketingXLerator Cnfidential


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