Don MarzettaSybase, an SAP CompanyNovember 30, 2011

WHAT WORKS AND WHAT DOESN’T IN B2B MARKETING

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A SUCCESSFUL MAN IS ONE WHO CAN LAY A FIRM FOUNDATION WITH THE BRICKS OTHERS HAVE THROWN AT HIM.

DAVID BRINKLEY

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WHAT WORKS.

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AIM WHERE AUDIENCE IS ENGAGED AND LEANING FORWARD.

• Launched ZDNet UberMobile blog written by a veteran technology reporter

• 100,000 monthly page views

• 3,000 downloads of Sybase assets in the resource center on the ZDNet blog

• 4,500 subsequent visits to Sybase.com

• 30+ reader comments monthly

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BUILD DESTINATION SUPPORTING THE CONTEXT OF YOUR MESSAGE.

• Goal:– Present a richer, more

immersive resources than traditional m.sites

• Result: – Over 5 minutes per

session on tablet friendly destination

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DELIVER THOUGHT LEADERSHIP.

• 130-page book explaining how mobility can transform organizations.

• Written by independent market research analysts or industry executives at SAP/Sybase partners.

• Uploaded to SlideShare, Scribd, Google Books, DocStoc, LinkedIn.

• Results:– 4,000 copies of the PDF version have been

downloaded to date. – 2,500 ePub versions were downloaded from

iBooks alone for reading on iPads. – 20,000 copies of the printed book were

distributed within the first 6 weeks

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RESULTS COME THROUGH THOUGHTFUL INTEGRATION.

• Awareness:– 33 million

impressions – 40% being mobile

• Interest:– Over 90K visitors– Over 5 minutes

per session. • Engagement

– 26,500 books

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WHAT DOESN’T WORK.

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AUTHORITY DOESN'T WORK WITHOUT PRESTIGE.

CHARLES DE GAULLE

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FACEBOOK HAS LITTLE EFFECT ON INFLUENCING PURCHASE DECISIONS.

• According to a Goldman Sachs, Facebook has little influence over online shopping decisions.

• Imagine how that translates to B-to-B?

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PRESTIGIOUS FACEBOOK CASE STUDIES JUST DON’T ADD UP.

• Just in: Facebook Ads Increase in effectiveness by 18.5%. Over what? This:

• RBS Insurance– 55.4 million imps, 6,397 clicks – My Calculation CTR = 0.00012%

• Healthy Choice: – At the end of 2 week campaign people

connecting to the FB page went from 6,800-60,000.

– My Calculation: 11m imps, 3m organic = 0.00043% response rate

• Cheerios build relationships. 84.5 million imps. – People connected to Cheerio’s FB page grew

from 8,854 – 133,129– My calculation CTR = 0.0015%

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FACEBOOK: ALL THE PRESTIGE, BUT NONE OF THE AUTHORITY.• Less than 24% of advertisers are happy with the return on their investment.

» March 2011: 2World Federation of Advertisers and Millward Brown

• Although people spend 1 out of every 8 minutes on Social, they don't use it when they want to connect with an advertiser.

» Razorfish

• Advertiser emails made consumers feel more valued than advertisers' Facebook pages• Exact Target CoTweet Study

• Product recommendation sites are 5 times more influential over buying decisions » Goldman Sachs

• Over half of users eventually unlike or ignore companies they’ve “liked” » Exact Target CoTweet Study

• Opinion: LinkedIn membership and content have authority, and will earn a prestigious badge from B2B

» Don Marzetta, Sybase, an SAP Company.

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CONTENT SITES HAVE BOTH AUTHORITY AND PRESTIGE.• By every measure, content sites are the most effective place

to raise awareness, ad recall, engagement, and sales.» Facebook and Nielsen Brandlift Study 2010. 2011 market norms, 2011 CBSi Online Display Advertising: Its Quantified Effect on

Organic Down Funnel Activity.

Lift. Exposed vs. Unexposed Content Site Facebook

Ad Recall 42% 30%

Message Awareness 25% 13%

Engagement Rate 13.0 x 0.13%

Purchase Intent 2.6 x 8.0%

Actual Purchase 4.8 x n/a

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IF YOU WANT A HAPPY ENDING, THAT DEPENDS, OF COURSE, ON WHERE YOU STOP YOUR STORY.

ORSON WELLES

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B2B IS HAPPILY WRITING THE MARKETING STORY. AND THIS IS ONLY THE BEGINNING.

DON MARZETTA