It is more critical than ever for b2b companies to leverage digital channels and tactics to reach customers and let the right customers reach them in very long-lead-time sales cycles and big ticket purchases.
B2B Marketingin the Digital Age Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.
Introduction The B2B Digital Dilemma “Facebook and Digital is Twitter are for Happening… teenagers and B2C...” ?! ….I must do “…I just don’t see how this applies to SOMETHING! our business!”April 12, 2012 2
Why should we care? • Achieve greater ROI across all marketing and advertising • Increase customer loyalty and advocacy • Improve profitability and drive shareholder valueApril 12, 2012 3
Does Digital Apply to B2B? B2B / B2B2C Long Sales Cycles Large Dollar Purchases Service Marketing Greater ResearchApril 12, 2012 4
New Game, New Rules Big Oil Co. Med Device Co. • Facebook page • No Facebook page • Twitter page • No Twitter page • YouTube channel • Content-rich website • Banner ads • Search Engine • Flash website OptimizationWhich is using “digital” more effectively to drive business?April 12, 2012 5
Empowered customers… • Research products online • Find information via search • Trust peers most Source: Forrester Research Q3 2010April 12, 2012 6
So what? Leveraging digital channels and tactics for b2b marketing “It is more critical than ever for b2b companies to leverage digital channels and tactics to reach customers and let the right customers reach them in very long-lead-time sales cycles and big ticket purchases.” - Dr. Augustine FouApril 12, 2012 7
Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouApril 12, 2012 firstname.lastname@example.org 8