Marketers Must Adapt to the Digital Age

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Marketers Must Adapt to the Digital Age

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Presented by Kim Celestre, Senior Analyst, B2B Social Marketing, Forrester at TechConnect:12.

Presented by Kim Celestre, Senior Analyst, B2B Social Marketing, Forrester at TechConnect:12.

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  • 1. Marketers Must Adapt To The Digital Age Kim Celestre© 2012 Forrester Research, Inc. Reproduction Prohibited 1
  • 2. The Digital Age Puts Control In The Hands Of The IT Decision Maker© 2012 Forrester Research, Inc. Reproduction Prohibited 2
  • 3. Today, IT decision makers access multiple digital touch points along their journey© 2012 Forrester Research, Inc. Reproduction Prohibited 3
  • 4. they selectively seek various content sources© 2012 Forrester Research, Inc. Reproduction Prohibited 4
  • 5. and they shape perceptions about your brand© 2012 Forrester Research, Inc. Reproduction Prohibited 5
  • 6. Marketers Can Overcome This Challenge, By Adapting To Today’s Digital Engagement Model© 2012 Forrester Research, Inc. Reproduction Prohibited 6
  • 7. Marketers must develop the right “formula” to reach IT decision makers© 2012 Forrester Research, Inc. Reproduction Prohibited 7
  • 8. And they need to emphasize the “social” of social media Companies Must Progress Beyond “Likes” • Noisy and crowded social channels require personalization • Companies must reach buyers where they engage • A “like” is not an “engagement”© 2012 Forrester Research, Inc. Reproduction Prohibited 8
  • 9. The modern B2B marketer creates interactions that generate positive business outcomes© 2012 Forrester Research, Inc. Reproduction Prohibited 9
  • 10. The traditional funnel does not apply in today’s digital age© 2012 Forrester Research, Inc. Reproduction Prohibited 10
  • 11. Today’s funnel: it’s complicated© 2012 Forrester Research, Inc. Reproduction Prohibited 11
  • 12. Marketers understand the value of social media beyond just awareness – Lead Nurturing Base: 56 B2B marketing decision makers at companies in North America and Western Europe with 100 or more employees Source: Forresters B2B Marketing Tactics And Benchmarks Online Survey, Q4 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 12
  • 13. The Digital Age brings a new set of marketing rules Take an “outside-in” perspective Content and offers must be relevant for the information channel Communities and networks require careful interactions Digital and social should complement traditional tactics and vice versa Choose social tactics wisely if used for lead origination and lead nurturing© 2012 Forrester Research, Inc. Reproduction Prohibited 13
  • 14. The Most Effective Way To Engage With ITDMs Is Through A Community© 2012 Forrester Research, Inc. Reproduction Prohibited 14
  • 15. The majority of ITDMs using social media are doing so for business purposes Base: 348 North American IT and business decision makers that use social networks Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 15
  • 16. Social media is a critical source of influence across the ITDM’s entire purchase process Base: 400 North American IT and business decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 16
  • 17. ITDMs are heavy users of social networks Base: 400 North American IT and business decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 17
  • 18. and they frequently create and amplifycontent on social networks Base: 400 North American IT and business decision makers Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 18
  • 19. IT decision makers invest their time in a social network as long as it has: Trust “[I’ve] been able to validate information (vendors, products) and bounce ideas with others.” –Senior IT decision maker, Consumer goods Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 19
  • 20. IT decision makers invest their time in a social network as long as it has: Trust “Asked for opinions and received valuable information. Useful to be able to validate opinions based on user rating and/or professional standing based on trusted identification.” –Business/Systems Analyst, High Tech Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 20
  • 21. IT decision makers invest their time in a social network as long as it has: Efficiency “I have been able to network with my peers to answer questions, get recommendations for various software and hardware we want to implement, and learn about experts in the field...” –Senior IT decision maker, Media Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 21
  • 22. IT decision makers invest their time in a social network as long as it has: Efficiency “[I] have used networks to ask and get answers to questions that I could then assess in terms of value / confidence as part of decision making process.” –IT Manager, Finance Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 22
  • 23. IT decision makers invest their time in a social network as long as it has: Relevance “[Allows] me to obtain best practice information from other peers within our specific industry in an unbiased manner.” –Business executive, Manufacturing Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 23
  • 24. IT decision makers invest their time in a social network as long as it has: Relevance “Utilize both negative and positive feedback from real-life contacts (online) whom have experienced similar activities to that which we seek to do.” –Infrastructure and Operations Executive, Manufacturing Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 24
  • 25. IT decision makers invest their time in a social network as long as it has: Relevance “Leverage ... interest groups for key topics and source information on products and services” –Sales Manager, High Tech Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012© 2012 Forrester Research, Inc. Reproduction Prohibited 25
  • 26. IT decision makers invest their time in a social network as long as it has: Access “Having ready access to peers in the industry has been invaluable.” –Application Development Manager, Consumer Goods© 2012 Forrester Research, Inc. Reproduction Prohibited 26
  • 27. IT decision makers invest their time in a social network as long as it has: Access “Allows me greater access to community and community input thereby increasing knowledge and ability to make informed decisions regarding purchases, best practices, and implementation.” –Sales Executive, Government© 2012 Forrester Research, Inc. Reproduction Prohibited 27
  • 28. Take a community approach to your social marketing strategy Making a connection is only the first step Develop context that has relevance and value Interactions influence ITDMs Access to peers, experts and thought leaders Remember that conversations = content© 2012 Forrester Research, Inc. Reproduction Prohibited 28
  • 29. Thank you© 2012 Forrester Research, Inc. Reproduction Prohibited 29