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B2B Marketing in the Age of the Always Addressable Customer

Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.

Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to:

• Align marketing tactics across your entire brand ecosystem
• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges

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B2B Marketing in the Age of the Always Addressable Customer

  1. 1. B2B Marketing in the Age of theAlways Addressable CustomerMichael Greene Paul TaylorSenior Analyst CEOForrester Research Webmarketing123
  2. 2. At Forrester, we believe long-lasting competitiveadvantage comes from customer obsession© 2012 Forrester Research, Inc. Reproduction Prohibited 2
  3. 3. Today, B2B marketers face a new type of customer 3
  4. 4. 51% * Source: North American Technographics® Benchmark Survey, 2010 (US, Canada)**Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
  5. 5. Every generation has its Always AddressableCustomers…and that means business decisionmakers too US online adults 37% Gen Z(18-22) 62% Gen Y (23-31) 60% Gen X(32-45) 44%Younger Boomers (46-55) 24% Older Boomers (56-66) 18% Golden Generation (67+) 9% Base: US online adults Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
  6. 6. Your Always Addressable Customer is Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada) 6
  7. 7. Marketing dollars are following the customer: digitalspend will reach $77bn by 2016. Thats comparable toTV spending today.
  8. 8. The age of the customer means B2B marketers must align tactics across the customer lifecycle© 2012 Forrester Research, Inc. Reproduction Prohibited
  9. 9. And this means the whole customer lifecycle, not justmass, untargeted lead gen…search plays a critical rolethroughout Customer Discover Explore Buy Engage lifecycle phase Marketing- Find the lead Nurture the Close the deal Build advocacy Sales goal lead Old digital marketing Moderate Low Low Low model Today’s digital Moderate marketing High High (depends on High model business type) Website E-commerce Paid search, content Social Mobile apps, e- platforms, sales Relevant digital SEO, display media sites and mail marketing, enablement tactics ads, word-of- blogs, SEO, social applications, mouth mobile web, e- communities mobile apps mail© 2012 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. This means managing more customer touchpoints – creating a end-to-end B2B brand ecosystem that crosses screens Depth Reach Engagement© 2012 Forrester Research, Inc. Reproduction Prohibited
  11. 11. How do you figure out where to invest in your ownB2B brand ecosystem?
  12. 12. No matter your customer, some truths will apply to yourB2B brand ecosystem •  You can’t build your brand with social media alone. •  Digital touchpoints like your website and mobile apps will have to work together with sales team activities. •  An ecosystem lives beyond the campaign. •  Every touchpoint has to be findable – search is the critical element.© 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. How can you improve your B2B brand ecosystemtoday? Content marketing and search Better B2B brand ecosystems Better measurement across the Better agency customer management journey and channels© 2012 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. Content is the lifeblood of B2B marketing •  B2B decision makers demand value. B2B marketing comes down to fulfilling needs, not making noise. •  It’s not always about specific products. It’s often about how you can help solve specific business challenges. •  Thought leadership helps frame the market. It’s not just about collecting leads, it’s about influencing how buyers think about their challenges. •  Great content and search form a virtuous cycle. Content needs to be findable. Thankfully, strong content helps your search results.© 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. B2B marketers are measuring in swim lanes, even astheir customers move across channels and digitalscreens
  16. 16. Better measurement starts with mapping out thecustomer journey and assigning credit across thesetouchpoints…most don’t do this today
  17. 17. Your next step depends on your current measurement maturitySource: December 2011 “A Measurement Maturity Framework For Interactive Marketers”
  18. 18. Adopt new agency management best practices to getthe most out of your agency relationships •  Develop an agency onboarding process. Just like an employee training process helps new hires assimilate quickly to their new culture and work environment. Walmart has instituted an agency immersion course that brings key agency people to Bentonville, Arkansas, for a series of in-depth training sessions with category managers, merchandisers, and the marketing communications group. •  Create an empowering agency briefing process. Harman International Industries kicked off its annual agency planning conclave by putting every agency in the same room to set clear expectations about the roles that each agency would play. The agencies appreciated the level of transparency and consistency from Harman, which helped foster a deeper level of trust between the agencies and their client. •  Reward value and innovation. Create bonus upside for agencies that deliver exceptional performance or innovate outside of the scope of work.© 2012 Forrester Research, Inc. Reproduction Prohibited 18
  19. 19. Summing it up"  The always addressable customer is here. Marketing dollars are following them online, but more spend equals more clutter. B2B marketers must be relevant at every single touchpoint across increasingly complex brand ecosystems."  Marketing-sales alignment starts with the customer. Bigger ecosystems require more coordination. This means building consensus around the customer journey and customer needs."  Better measurement is a must. Insight about customers is a company’s only defensible advantage. Analytics – especially in light of increasingly complex marketing ecosystems – are a requirement. It’s about more than just understanding success or failure, it’s about optimizing spend.© 2012 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. Digital Marketing Agency specializing inSEO / PPC / Social Media / Website Design WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES (2012)
  21. 21. Let’s Talk Measurement "  The always addressable customer is here. Marketing dollars are following them online, but more spend equals more clutter. B2B marketers must be relevant at every single touchpoint across increasingly complex brand ecosystems. "  Marketing-sales alignment starts with the customer. Bigger ecosystems require more coordination. This means building consensus around the customer journey and customer needs. "  Better measurement is a must. Insight about customers is a company’s only defensible advantage. Analytics – especially in light of increasingly complex marketing ecosystems – are a requirement. It’s about more than just understanding success or failure, it’s about optimizing spend.© 2012 Webmarketing123
  22. 22. Agenda Create a Framework and Measure Performance1 with a Custom KPI Scorecard2 State of Search and Marketer Perceptions 2012 Digital Marketing Survey3 Understand the ROI of Each Channel: SEO Case Study
  23. 23. In July, we surveyed over 500 U.S.marketing professionals And published our 2nd annual State of Digital Marketing Report
  24. 24. Measurement is the greatest frustration for marketers© 2012 Webmarketing123
  25. 25. SEO measurement is still a challenge© 2012 Webmarketing123
  26. 26. Regardless of your level of measurement sophistication,there are things you can do: Source: December 2011 “A Measurement Maturity Framework For Interactive Marketers”
  27. 27. ScorecardWork collaboratively with agency to identify KPIs. Set a timeline,expectations, and agree upon process for tracking and reporting.SEO and PPC example:
  28. 28. Scorecard process helps overcomeimplementation obstaclesü  Standardizes Metricsü  Creates Common Vision, Shared Goals, Accountability What will What winning look benchmarks like? should we use? Which KPIs are What are the next your priorities? steps?
  29. 29. Agenda Create a Framework and Measure Performance1 with a Custom KPI Scorecard2 State of Search and Marketer Perceptions 2012 Digital Marketing Survey3 Understand the ROI of Each Channel: SEO Case Study
  30. 30. B2B Marketers Continue to Rely on SEOLead Generation is the #1Objective of B2B MarketersSEO Makes the BiggestImpact on Lead Generation
  31. 31. 4 BillionSearches onGoogle EveryDay95% of ClicksHappen onthe 1st Page ofSearch Results60% of Clicksare on Top 3Results
  32. 32. In order to allocate your digitalmarketing budget effectively,you need to understand the ROIof each channel.
  33. 33. Step-by-Step Calculationof the Cost of Not Ranking on Page 1 of Google1.  Keyword Search Volume2.  CTR on Search Results (New Visitors) Or you can meet with us3.  Visitor Lead and we’ll do it for you.4.  Lead Qualified Lead5.  Qualified Lead Closed Deal6.  Average Deal Size7.  (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential
  34. 34. $32 million/yearin missed revenuefor a manufacturer
  35. 35. Case Study:Semiconductor Manufacturer Annual Cost of Not Ranking: $2,700,000 monthly cost multiplied by 12 months = 32 million+/year
  36. 36. As marketers are increasinglyresponsible for the P & L, it’s moreimportant than ever to quantifypotential at the front-end andconsistently measure performanceagainst KPIs. Quantify Measure
  37. 37. Questions? Paul Taylor CEO, Webmarketing123 paul@webmarketing123.com Michael Greene Senior Analyst, Forrester Research mgreene@forrester.com
  38. 38. We invite you to… Download: 2012 State of Digital Marketing Report webmarketing123.com Talk to a digital marketing expert: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach seo@webmarketing123.com ü Lead Gen Effectiveness TEAM UP WITH ONE OF THE FASTEST GROWING PRIVATE COMPANIES IN THE U.S. (2012)

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