Top B2B Marketing Whitepapers and Reports

If you’re like me, your Facebook and LinkedIn feeds are inundated with articles, whitepapers, and industry reports. Now most of you probably skip them, but I find these much more enlightening than the latest political argument my friends and colleagues are engaged in. So to make life easier on all of you, I’ve listed a few of the reports I think are worth a read.

(Note: Most of these will require you to provide an email address to the company that wrote it. Be a good marketing person and reward the content team for their hard work.)

  1. Gartner’s Magic Quadrant for CRM Lead Management: The market for CRM lead management applications continues to grow, evolve and mature. This Magic Quadrant evaluates 17 providers to help IT leaders find the right choice for their company, in collaboration with marketing, sales and digital commerce leaders.
  2. 2016 State of Marketing, from Salesforce: Trends and insights from nearly 4,000 marketing leaders worldwide.
  3. The State of Inbound 2016, from Hubspot: HubSpot’s 8th Annual Report, Tracking the Future of Inbound Marketing and Sales
  4. The Ultimate List of Marketing Statistics for 2016, from Freely: 347 marketing statistics for 2016 that you can use in your own content.
  5. Inbound Marketing Examples, from Hubspot: Hubspot Academy-approved examples of what others have built with the platform.
  6. Digital Marketing Resources, from Salesforce: A library of Salesforce’s most popular pieces on topics like list growth, Facebook marketing, mobile marketing strategy, customer lifecycle marketing
  7. Mobile Messaging Report 2016, by Mobile Ecosystem Forum and mblox: The MEF indexes the messaging habits of nearly 6000 respondents across nine countries worldwide.
  8. The Sophisticated Marketer’s Guide to B2B Marketing, from LinkedIn: Learn how to leverage LinkedIn’s marketing solutions, including content marketing campaigns, native advertising, sales lead generation, and brand awareness.
  9. The State of Facebook Advertising, by Marin Software: Year-over-year trend charts detailing spend, clicks, and CTR, the growth outlook for Facebook on mobile devices, and why Facebook is paying so much attention to its video ad formats
  10. 2016 Mobile App Retrospective, by App Annie: App Annie details the markets that saw the most growth in 2016 for downloads and usage, the growing monetization opportunity for publishers across categories, the top industries that are being transformed by mobile apps, and the trends publishers must stay on top of.
  11. Top 10 Big Data Trends for 2017, by Tableau Software: Tableau highlights the top big data trends for 2017.
  12. Mobile Messaging Report 2016, by Mobile Ecosystem Forum and mblox: The MEF indexes the messaging habits of nearly 6000 respondents across nine countries worldwide.
  13. How to Nail a Mobile Campaign Using SMS and Mobile Apps, by mobileStorm: Mobile apps now give your brand limitless choices on how to communicate, but this whitepaper details how to incorporate them into a larger mix that includes SMS.
  14. Mobile First Brand Loyalty Strategy Guide, by Punchkick Interactive: Learn how your brand can use mobile to build a more effective customer loyalty or rewards program.
  15. Top App Marketing Agencies List 2016, by mobyaffiliates: Need a Mobile Agency? Use this as a handy starting guide.
  16. B2B Marketing Strategies by 2020, by Sundog Interactive: Predictions for the future from an interactive agency.

Mariners Trading Deadline Moves Indicate Strong Push for 2018

It’s no secret that the last time the Mariners made the post-season was 2001. And so with the team within striking distance of the playoffs this year, an impatient management team could go all-in with a pair of 6’s and hope for the best. Thankfully, this team held onto its chips and is preparing for the next hand.

Bad luck happens. Who knows where the team would be with a healthy Smyly and Iwakuma all year? Give them +4 wins with those guys and the standings look different. But that’s baseball.

Sure, they may still make an unexpected run in September this year and make the Wild Card. In which case they’d have to fly to New York or Boston and win a one game series against Sonny Gray or David Price. And their reward for winning that would be a five game series with Houston.

I think the Mariners made the right moves by not betting the farm – literally. You have to figure the team has at best about a 20-25% chance to make the Wild Card, a 35-40% chance of winning the Wild Card game, and a 30-35% chance of beating the Astros. Multiply those out and it gives you about a 3.5% chance of making it to the ALCS. That isn’t worth mortgaging the future.

This year the problem was that they made it to the trading deadline, wanted to bring in some added help, and didn’t have much to give in return. So the team did the next best thing. If they couldn’t get people to help in 2017, they went and got a few players they could use at the 2018 deadline.

When we get to July 31, 2018, hopefully the Mariners will be within striking distance for the AL West. Let’s assume the team can pick up a piece or two via free agency this off-season to add to a solid core (Segura, Cano, Cruz and Seager,) a good young outfield, some quality starting pitchers and a lights-out bullpen. Then with a depth of starting pitching acquired at this year’s deadline, and an improved farm system, they’ll have the trading pieces they need for some key late season acquisitions.

Whether or not they make an unexpected run this year, the table is set for 2018 and beyond. And that’s a good thing.

What I Learned – Playing Putt-Putt with Chad Marshall

(This post is part of the continuing series called, “What I Learned.” In this series, I keep track of things that sparked my brain during different events and experiences.)

I’ve long said that the Seattle Sounders do more smart things for their fans and supporters than any team I’ve ever run across. Last week, they held a small event, hosting a pub night at a local bar near the stadium. The bar features a 9 hole indoor putt-pitt course, and as luck would have it, I got to play mini-golf with Sounders CB Chad Marshall and LM Aaron Kovar.

Both guys were great. Marshall was drinking a beer, and talking about golf and his 2 year old kid. Kovar is a friendly kid who looks like a guy you’d sit next to on a bus, going to his job at Amazon.
Of course, I didn’t think of anything really good to ask them until I was already home, but I did learn one thing. We talked a little about language barriers and how the team deals with that in training. Marshall admitted it’s a real problem for teams. Each team has interpreters on staff to translate what the coaches are saying in terms of strategy and game plans. But on the field for example, some players only speak Spanish, one only speaks French, and some – including the Goalkeeper – only speak English. So when a team is defending free kicks, basically the only words they can say to each other are “left, right, and back.”
My takeaway – whenever you see a goal scored from a free kick, especially if someone lost their mark, there was probably some sort of miscommunication between guys who speak different languages. I can only imagine what it must be like in Eurpoean leagues.

What I Learned – Chris Isaak at Chateau Ste Michelle

(This post is part of the “What I Learned” Series, in which I share things I picked up during different events and experiences.)

It seems like Chris Isaak has been around since I first learned to turn on a radio. He has a song that any casual music fan would recognize no matter where it was playing, a few that casual music fans would recognize. But if you are like me, you’d be hard-pressed to name 5 Chris Isaak songs if your life depended on it.

Chris Isaak also plays at Chateau Ste Michelle every year. It’s a beautiful place to see a show, but what could get 5,000 people to plunk down $50 every year for the same show, to see a show they’ve probably seen before?

Isaak split up his show by engaging in long conversations with his audience. He comes out in crazy sequins on his coat. He introduces his bandmates, sharing how they’ve been together for 32 years. He tells stories that seem like they are coming off the cuff, not some sort of pre-rehearsed monologue. By starting the show with an attitude of, “Let’s all have a good time together tonight,” he forms a bond with both the entire audience, and the each individual member of it.

Now I suspect that you have to do this if you are going to spend the better part of 32 years playing in front of crowds. You’d probably go crazy if you just trotted out on stage, played your songs, and then headed to the bus for the next city. But his interaction seems genuine, and in return he gets fans to return every year.

What I learned – The keys here are engagement, authenticity, and consistency. Isaak is a 32 year old brand that doesn’t have a ton of new products to offer up from year to year. But by making a true connection with the audience, and giving them a a personal experience, they are active customers. Plus, by distributing his product in the right venue every year, Chateau Ste Michelle, he gives his customers a way to consume the product that adds to the experience. Customers know exactly where to look for the date he’ll be coming to town. He’s not jumping from place to place and making customers do the hard work.

The result – a guy who has a few songs you’ve heard any more that you may not have, delivers a great show that leaves you satisfied and happy.

Some Fun Trivia to Celebrate Mariners Opening Day

It’s the home opener of our favorite hometown 9, the Seattle Mariners. So let’s take a nostalgic trip down memory lane and review some stats and trivia since the day the Mariners were bounced from the last playoff game in which they participated, October 22, 2001.

Things that did not exist the last time the Mariners were in the playoffs:

  • Xbox (launched 11/15/01), Century Link Field (2002), Facebook, Instagram, iPhone, Amazon Web Services, Seattle Sounders, Oklahoma City Thunder, Tesla, Uber, Snapchat, Link Light Rail.

Notable stats from October 2001:

  • U.S. President: George W Bush
  • 2001 U.S. House of Representatives: Democrats 213, Republicans 220
  • 2001 U.S. Senate: Democrats 50, Republicans 49, Independent 1
  • 2001 Seattle Mayor: Paul Schell through November, then Greg Nickels elected
  • 2001 Washington Governor: Gary Locke
  • 2002 Oscars (for movies produced in 2001):  Best Picture: A Beautiful Mind | Best Actor: Denzel Washington (Training Day) | Best Actress: Halle Berry (Monsters Ball)
  • Top 10 TV shows, 2001-2002 season: Friends, CSI, ER, Everybody Loves Raymond, Law & Order, Survivor, Monday Night Football, The West Wing, Will & Grace, Leap of Faith
  • 2002 Grammy Awards (for songs produced in 2001):  Song of the year: Fallin, by Alicia Keys | Record of the year: Walk On, by U2 | Album of the year: O Brother Where Art Thou Soundtrack
  • 10 Richest People in the World: Bill Gates, Warren Buffett, Karl and Theo Albrecht, Paul Allen, Larry Ellis, 5 heirs to Sam Walton – Jim, John, Alice, S Robson, Helen

Sports Champions since the day the Mariners lost in 2001:

  • World Series winners: Arizona, Anaheim, Florida, Boston (3),  Chicago White Sox, St. Louis (2), Philadelphia, New York Yankees, San Francisco (3), Kansas City, Chicago Cubs.
  • Super Bowl winners: New England (5), Tampa Bay, Pittsburgh (2), Indianapolis, New York Giants (2), New Orleans, Green Bay, Baltimore, Seattle (YAY!), Denver
  • NBA Champions: Who cares, the league ceased existing to me in 2008.

Statistical Points of Interest:

  • Seattle Population:  2001 – 570k | 2013 – 652k
  • Cost of Super Bowl Ad: 2001 – $2.2 million  | 2017 –  $5.0 million
  • Internet Advertising Revenue: 2001 – $7.2 Billion | 2015 – $59.6 Billion

More Money for Marketing – Budgets to Increase Again

Good news for companies with products that target Marketing groups. There should be more money to go around this year. According to a Gartner report published in October of 2016, the average Marketing budget is now up to 12% of company revenue.

The numbers don’t vary too greatly between B2B and B2C companies, with B2B companies receiving 12.3% of the company’s revenue vs 11.6% for B2C brands. Unsurprisingly, high tech companies devote the largest percent of revenue to marketing, at 13.3%

The key in the budget escalation is that large enterprises have accepted the new world of marketing. For many years, social media was a place where the smart and hungry start-ups could out-maneuver their established competitors for a fraction of the cost of a traditional marketing budget. But according to Gartner, enterprises have adapted. “Large established brands must out-market startups. As scrappy disrupters threaten the hard-earned franchises, these more established companies are forced to compete defensively, which may necessitate higher investments in everything from customer insight to innovation to advertising.”

One traditional marketing tactic appears to continue its importance. 65% of marketing leaders surveyed said they plan to increase spending on digital advertising, with 23% expecting a significant increase. This is being led by the increased importance of video, which is more expensive than other digital techniques for both media and production.

But many people ask, “With all the marketing automation tools and programmatic advertising designed to decrease marketing costs, why do budgets need to increase?”

“The problem with marketing automation tools is that everyone has access to them,” says Marketing Consultant Elizabeth Case. “So instead of competing for a customer’s eyeballs in a landscape of 100 touchpoints, we’re all competing to attract that same eyeball in 100,000 touchpoints. Thus, while they may get more for their money, they still need to spend more money to find the eyeballs.”

However, the news is not all good across the board. While the average marketing exec expects a bigger checkbook, a higher percentage than ever before (14%) expect to see a cut back. So why the contrarian approach from this group? Ironically, it’s the media companies that are cutting back their marketing spend. The industry that is most reliant on advertising to survive, is being forced to slash their own marketing budgets.

Also, marketers at smaller companies are being asked to do more with less. “CEO’s of small to mid-sized businesses read the articles and believe the promise that whatever technology they invest in can save them 10-50%,” says Derek Merdinyan, CEO of video production company Video Igniter. “So the marketing folks at SMB’s are being asked to run premium campaigns on a shoestring budget. Meanwhile, the enterprises are now spending more so they can catch up to the ways they’ve been traditionally outmaneuvered by start-ups.”

So what kind of technology companies benefit from this shifting landscape?

  • First, Gartner sees a tighter integration between sales and marketing teams. Marketing programs that easily integrate with CRM’s are likely to be adopted.
  • Next, the CMO is gaining responsibility. According to Gartner, in more than 30% of organizations, at least some aspects of sales, IT and customer experience report into the CMO.
  • Finally, Gartner states that Marketing leaders will set aside 10% of the marketing budget for innovation. Customer experience and digital commerce are the top two areas of innovation projects marketing leaders say they’re currently pursuing — 53% for customer experience and 51% for digital commerce.

So in the end, there’s more money to be had from Marketing departments. But it’s not a simple gold rush. Companies must be wise in what they offer and who they target. If they have the right use case for the right audience, they should be able to grow their own revenues.

Meet Your New 2017 Sounders

The MLS season is a long one, running a full 9 months from early March to early December. So before the ink was even dry on the papers forever documenting the 2016 Sounders MLS Cup win, the wheels of progress were underway to form the 2017 version. Many of the players who played a decent sized role in the title run found themselves trading their Rave Green uniforms for flights back to their home countries. Meanwhile, a new set of Sounders filled out change of address forms, and made plans to move to Seattle.

Here’s a quick snapshot of the turnstyle over the last 3 months. (For a full review, read this article from SounderAtHeart.)

Who’s Out?

The MLS has some pretty onerous salary cap rules. Add in 2 new expansion teams this year in Minnesota and Atlanta, and it makes it hard to keep a team together. Here are the 18 names you won’t see wearing a Sounders uniform this year:

  • Nelson Valdez (released because he was too expensive and signed with a team in Paraguay)
  • Tyrone Mears (released and signed by Atlanta)
  • Dylan Remick (released and redrafted by Houston)
  • Erik Friberg (released and signed by a team in Sweden)
  • Andreas Ivanschitz (released and signed by a team in the Czech league)
  • Zack Scott (retired)
  • Herculez Gomez (retired)
  • Some guys you may or may not recognize were also released and signed with minor league teams (or retired): Darwin Jones, Charlie Lyon, Jimmy Ockford, Victor Mansaray (loaned out) Michael Farfan (retired), Nathan Sturgis (still unsigned), Oalex Anderson (still unsigned)

Who’s New?

New Sounders are often guys we’ve never heard of. So, for these 8 new players, I’m sharing the 0-100 ratings the video game FIFA 2017 gives them.

  • Clint Dempsey, F, (Back from Disabled List): 80
  • Gustav Svensson Mid, / Def (from Sweden and Chinese League): 72
  • Will Bruin, F, (from Houston): 69
  • Harry Shipp, Mid, (from Montreal): 68
  • Bryan Meredith, GK, (from San Jose): 61
  • Nouhou Tolo, Def, (Sounders 2): NR
  • Henry Wingo, Mid, / Def (Homegrown): NR
  • Seyi Adekoya, F, (Homegrown): NR

Who’s Back:

Check and make sure your favorite players are still here. Just 14 remain from the team that won in Toronto, but 9 of them started that night.

  • Tony Alfaro, Def: 62
  • Osvaldo Alonso, Mid: 79
  • Brad Evans, Def / Mid: 70
  • Alvaro Fernandez, Mid:  70
  • Oniel Fisher, Def: 61
  • Stefan Frei, GK: 73
  • Joevin Jones, Def: 66
  • Aaron Kovar, Mid: 62
  • Nicolas Lodeiro, Mid: 78
  • Chad Marshall, Def: 74
  • Tyler Millar, GK: 58
  • Jordan Morris, For / Mid: 68
  • Cristian Roldan, Mid: 65
  • Roman Torres, Def: 72

Now I’m no math genius, but if you lose 18 players and add 8, you should still have some roster space available. In fact, an MLS team can carry 28 players on their roster at one time, so since the Sounders only have 22 on the current sheet, logic dictates you’ll see 4-6 more players either get signed from Sounders 2, or come in a late transfer window signing. The primary MLS transfer window runs from Feb 18 – May 11.  Then, the secondary one opens from July 10 – August 9.

The Sounders still do have one ‘Designated Player” spot available, meaning they can essentially sign a player for any amount of money they want and not have it hit the salary cap. (Dempsey and Lodeiro are the other two. Valdez was the 3rd, so they cut him to get that Designated Player spot back.)

So there you go; that’s your 2017 Sounders squad. See you at Century Link.

Ask a Performance Psychologist

A few months ago, I mentioned that my sister, Dr. Elizabeth Boyer, had launched Northwest Performance Psychology.

As you may imagine, the two of us tend to have a lot of spirited discussions about the differences between the theories of performance psychology and how they apply in high-pressure workplaces such as technology companies.

Well we’ve decided to expand the conversation. We’re going to start a little series where we look at topics relevant to high performing professionals, and have a little Q+A. I’ll ask most of the questions, but we also want to open it up to others.

So if you have questions about peak performance, business coaching, competitive environments or anything about performance psychology, feel free to email me. We’ll weave the the questions and answers together in a coherent way.

Looking forward to your questions.

Andreesen Horowitz on Product Market Fit

Andreesen Horowitz recently syndicated an article written by Tren Griffin of 25iq.com. The topic was Product Market Fit, and Griffin does an outstanding job of detailing 12 important points, drawing quotes from some of Silicon Valley’s biggest names.

You should read the whole article here or here, but I’ve put together a quick 30 second synopsis. I highlighted some of the points that resonated with my personal experiences over years of marketing B2B and B2C products. I think it’s easy for many of us to forget some of these high-level concepts when we’re grinding it out in the weeds.

(Note: Bold headlines are my personal takeaways, and the quotes are straight from Griffin’s article.)

  1. The Market always wins. “When a great team meets a lousy market, market wins. When a lousy team meets a great market, market wins. When a great team meets a great market, something special happens.”
  2. All the marketing tactics in the world – pricing, branding, lead nurturing, content, etc – are useless if no one needs the product. “If you address a market that really wants your product — if the dogs are eating the dog food — then you can screw up almost everything in the company and you will succeed. Conversely, if you’re really good at execution but the dogs don’t want to eat the dog food, you have no chance of winning.”
  3. If you take your blinders off, you can usually know if you have a fit without looking at the numbers.“You can always feel when product/market fit isn’t happening. The customers aren’t quite getting value out of the product, word of mouth isn’t spreading, usage isn’t growing that fast, press reviews are kind of ‘blah’, the sales cycle takes too long, and lots of deals never close.”
  4. You have a product market fit if you don’t actually need to market the product. “You know you have fit if your product grows exponentially with no marketing. That is only possible if you have huge word of mouth. Word of mouth is only possible if you have delighted your customer.”
  5. The market will tell you when you have a product they want, not the other way around. “In a great market — a market with lots of real potential customers — the market pulls product out of the startup.”
  6. The “Idea” is 5% of the battle. You win when the idea you want to build evolves into the product the market wants to buy.“First to market seldom matters. Rather, first to product/market fit is almost always the long-term winner.”
  7. You never win at launch. You win when launch turns into scale.  “Getting product right means finding product/market fit. It does not mean launching the product. It means getting to the point where the market accepts your product and wants more of it.”

I’m sure everyone will takeaway something different from Griffin’s article. Give it a read and let me know what you think.

Will John Kasich Challenge Trump in 2020?

I was scrolling through some morning shows on Sunday and stopped when I saw a familiar face I had forgotten about. There was John Kasich live on CNN from the Munich Security Summit.

Election 2020 was still on my brain from a discussion I had earlier in the week about Mark Cuban. An idea crossed my mind. So I reached out to my left-leaning political expert in Phoenix to get his thoughts. We were in lockstep agreement. And then I turned to a right-leaning friend in Seattle. And he agreed with me as well.  Once is an occurrence, two times coincidence, three times a trend.

Here’s what we were thinking. John Kasich will run against Trump for the 2020 Republican Nomination. This is why it’ll happen and why he’ll win.

  1. It doesn’t happen often, but it’s not unheard of in years when the sitting president seems vulnerable in the General Election. In 1976 Reagan ran against Ford in the Republican primaries. In 1980 Ted Kennedy ran against Jimmy Carter in the Democratic primaries. In 1992 Pat Buchanan challenged H.W. Bush. Each sitting President survived his primary but lost the election to a challenger from another party.
  2. It’s unlikely any GOP Senators and Representatives will challenge a sitting President of their own party. Running as an outsider is one thing. Dividing your own Congress – when you already have a majority – is not a smart political move. Kasich is a Governor. He has nothing to lose by challenging for the nomination.
  3. His liabilities in a 12 person race are minimized in a 2 person race. For all his strengths, charisma is not one of them. And while Cruz and Trump were trying to out-nasty each other, Kasich became an afterthought. He could not get enough attention in a wild and crazy circus. He was like the smart guy at a party where people were doing kegstands and jump off roofs into pools. No one notices the smart guy. But in a race against Trump, the narrative changes. It’s now Good vs Evil and he’s the super hero wearing the cape. He gets to own the “anti-Trump” side of the Republican Party just for being able to breathe. Then he has a puncher’s chance at going after Trump voters because…
  4. The people in the states where won Trump the Presidency will either be richer or poorer than when they voted before. If they’re poorer, they’ll switch in a heartbeat. They will have no allegiance if their situation is no better than it was previously.
  5. He can lob subtle grenades from the sideline. Again, while people like Cruz, McConnell and Ryan have to somewhat toe the line with support for the President, Kasich does not. He can spend the next three years setting up his policy attacks with a media that might like to have a friendlier person to work with.

Thoughts? Objections? Agreements? Email me.