7 Habits of Best B2B Digital Marketers

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Learn the 5 bad habits to break and 7 best practices to adopt to create a world-class B2B digital marketing organization.

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  • These are core, but you also have satellite tech, too. This is an example. There are a lot of other solutions.
  • Sourcehttp://smallbiztechnology.com/wp-content/uploads/2012/02/integration-puzzle.jpg
  • http://www.forrester.com/Focus+B2B+Marketing+Budget+Gains+On+Business+Outcomes+To+Succeed+In+2014/quickscan/-/E-RES102481?highlightTerm=102481&isTurnHighlighting=false

    Stephen’s note: I will discuss the rise of content marketing on this slide.
  • http://www.forrester.com/Focus+B2B+Marketing+Budget+Gains+On+Business+Outcomes+To+Succeed+In+2014/quickscan/-/E-RES102481?highlightTerm=102481&isTurnHighlighting=false

    Stephen’s note: I will discuss the rise of content marketing on this slide.
  • The multiplier effect. B2B marketers are better off spending money on content development efforts that have a multiplier effect. KPMG did this when it filtered and analyzed almost 5 million comments shared during The World Economic Forum in Davos. The weflive.com site made it easy for participants and followers to spot key insights, without wading through the cacophony of voice

    http://www.forrester.com/How+To+Build+Your+Brand+With+Branded+Content/quickscan/-/E-RES92961

    This slide, we’ll talk about how content remains the foundation of any good experience. For a B2B example, I was thinking of using this: http://newsroom.cisco.com/mynetworkedlife.
  • Jennifer – talks about intent behind navigation redesign; talks about the impact of faceted navigation
  • Jennifer – talks about intent behind navigation redesign; talks about the impact of faceted navigation
  • Jennifer – so how do we know if it’s working?
    Ken – talks about how they’re measuring success for the new site
  • 7 Habits of Best B2B Digital Marketers

    1. 1. 7 Habits for Truly Effective B2B Digital Marketing Featuring: Stephen Powers, VP and Research Director, Forrester Research, Inc. FEATURING:
    2. 2.  Strong qualifying experience and track record in the Global 500  Specialize in audience driven design & digital branding  Expertise in digital marketing & sales systems implementation & integration Siteworx Overview "This award-winning interactive agency specializes in audience-driven design and Digital branding. Its expertise in web content management implementation and integration has given it a strong qualifying record in global 500. Siteworx brings on impressive clients like JPMorgan Chase, PayPal, Nasdaq, Symantec, and USA Today by partnering frontline technology with its user-centered design.” – Forrester Research, Inc., Market Overview: Mobility Services, February 2012 DIGITAL AGENCY DESIGN SYSTEM INTEGRATOR TECHNOLOGY + Cool Vendors in Services, 2014 North America Partner of the Year, 2013
    3. 3. “… 60% of B2B customer buying decisions [are] being completed before engaging with your sales teams … ” – 2013 B2B CMO Imperatives Driving Growth With Customer Insights, Marketing Automation, And Content Marketing; by Sheryl Waksman- Pattek with Fortune Alexander, Luca S. Paderni, David M. Cooperstein, and Samantha Merlivat
    4. 4. “Digital spend among engineering, applied technology, telecommunications, and professional services companies often exceeds 15% of total budget … ” – The Digital Evolution in B2B Marketing, Corporate Executive Board http://ssl.gstatic.com/think/docs/the-digital-evolution-in-b2b-marketing_researchstudies.pdf
    5. 5. Eighty-one percent of organizations … have a chief marketing technologist in 2013, up from 70 percent in 2012. – Gartner's Digital Marketing Spending report. Based on a survey of 285 individuals located in the U.S. at companies with revenues of $500M and above. http://www.gartner.com/newsroom/id/2723817
    6. 6. Heard on the Street
    7. 7.  Our existing CMS is outdated, proprietary, and functionally and technically substandard  We need improved content creation capabilities, support for workflow processes, social media integrations, personalization  We need to support alternate language versions: Arabic, Chinese, Spanish  We need to support explicit and implicit personalization to improve the perceived relevance of our content Translation: We Need Better Tech
    8. 8. 5 Bad Habits Better Tech Won’t Fix
    9. 9. Burying Your Marketing Team in Clutter and Chaos
    10. 10. Failing to Think and Act Holistically
    11. 11. Making Your Content Play Second Fiddle to the Experience
    12. 12. Having Multiple Sources of Truth About Your Customers and Content
    13. 13. Baton Passing
    14. 14. Making Leaders Successful Every Day
    15. 15. 7 Habits of Best-in-Class B2B Digital Marketers Stephen Powers, Vice President and Research Director May 21, 2014
    16. 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 1. Simplify infrastructure Because marketers love infrastructure, right?
    17. 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 in·fra·struc·ture ˈin-frə-ˌstrək-chər noun : the composite hardware, software, network resources and services required for the existence, operation and management of an enterprise IT environment
    18. 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 There are a great number of digital marketing tools at your fingertips WCM Portal Mobile apps AB and multivariate testing Optimization MRM DAM eCommerce Analytics Email campaign management CRM Social tools Content targeting
    19. 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 Management tools enable marketers to create and manage experiences Manage Content/ data services Reposit- ories BPM workflow Authoring tools Multi- lingual tools Campaign manage- ment
    20. 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Delivery tools focus on delivering engaging, contextual experiences Manage Deliver Content/ data services Ad serving Social ID/ authent- ication Reposit- ories BPM workflow Authoring tools Multi- lingual tools Campaign manage- ment Present- ation tools Targeting Trans- actions
    21. 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Measurement tools provide insight into multichannel experience consumption Manage Deliver Measure Content/ data services Ad serving Social ID/ authent- ication Reposit- ories BPM workflow Authoring tools Multi- lingual tools Present- ation tools Targeting Trans- actions A/B testing Multi- variate testing Web analytics Mobile analytics Social analytics Dash- boards Campaign manage- ment
    22. 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 Where do companies tend to standardize? Manage Deliver Measure Content/ data services Ad serving Social ID/ authent- ication Reposit- ories BPM workflow Authoring tools Multi- lingual tools Campaign manage- ment Present- ation tools Targeting Trans- actions A/B testing Multi- variate testing Web analytics Mobile analytics Social analytics Dash- boards
    23. 23. © 2014 Forrester Research, Inc. Reproduction Prohibited 24 Key takeaways › Simply infrastructure by standardizing on sets of tools that serve the same purpose across channels. › It’s easier to standardize on more mature toolsets. › It’s better to standardize on on-premise tools (as opposed to cloud) due to exit costs.
    24. 24. © 2014 Forrester Research, Inc. Reproduction Prohibited 25 2. Standardize technology frameworks Let your technology earn its keep
    25. 25. © 2014 Forrester Research, Inc. Reproduction Prohibited 26 Many packaged solutions make up the digital experience ecosystem Manage Deliver Measure Content/ Data services Ad serving Social ID/ Authent- ication Reposit- ories BPM workflow Authoring tools Multi- lingual tools Campaign manage- ment Present ation tools Targeting Trans- actions AB testing Multivar- iate testing Web analytics Mobile analytics Social analytics Dashbo- rds Testing Optimization Analytics (mobile, social, Web) Portals Site search Commerce platform Web content management Online video platform Digital asset management Product content management Recommendation engine Campaign management
    26. 26. © 2014 Forrester Research, Inc. Reproduction Prohibited 27 Many will try to sell you this in a box
    27. 27. © 2014 Forrester Research, Inc. Reproduction Prohibited 28 But you can’t buy it all from one vendor Only 9% prefer a suite approach Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey”
    28. 28. Reality: A purely best of breed approach creates siloes and integration challenges
    29. 29. Take the middle road between best of breed and all in a box approach Manage Deliver Measure Content/ Data services Ad serving Social ID/ Authent- ication Reposit- ories BPM workflow Authoring tools Multi- lingual tools Campaig n mgmt Present ation tools Targeting Trans- actions AB testing Multivar- iate testing Web analytics Mobile analytics Social analytics Dashbo- rds Testing Optimization Analytics (mobile, social, Web) Site search Commerce platform Web content management Video platform Digital asset management Product content management Recommendation engine Campaign management Marketing resource mgmt
    30. 30. © 2014 Forrester Research, Inc. Reproduction Prohibited 31 Key takeaways › Reduce or eliminate use of overlapping functionality. › Run away from the vendors who advocate a single-solution approach. › Run toward the vendors who play nicely with others.
    31. 31. © 2014 Forrester Research, Inc. Reproduction Prohibited 32 Integrate across functions Standardizing goals can work wonders
    32. 32. © 2014 Forrester Research, Inc. Reproduction Prohibited 33 Results from 3 companies 28% rise in NPS Saves $750 million annually Satisfaction rises 25%; cancellations drop 7%
    33. 33. © 2014 Forrester Research, Inc. Reproduction Prohibited 34 Key takeaways › Develop a measurement plan. › Solicit feedback from a cross section of client and prospect stakeholders. › Strategize on how to tie together marketing, sales, and customer experience teams. › Don’t be afraid to customize the approach for different segments; one size does not fit all.
    34. 34. © 2014 Forrester Research, Inc. Reproduction Prohibited 35 4. Coalesce around content Relevancy is critical in the Age of the Customer
    35. 35. © 2014 Forrester Research, Inc. Reproduction Prohibited 36 Content marketing spend a priority for 2014
    36. 36. © 2014 Forrester Research, Inc. Reproduction Prohibited 37 Key budget adjustments are needed
    37. 37. © 2014 Forrester Research, Inc. Reproduction Prohibited 38 KPMG’s conference site captures key trends The Multiplier Effect
    38. 38. © 2014 Forrester Research, Inc. Reproduction Prohibited 39 Verizon uses interactive content to tap into business buyers’ concerns
    39. 39. © 2014 Forrester Research, Inc. Reproduction Prohibited 40 Key takeaways › Invest in relevant content, and repurpose in the appropriate channels. › But develop content strategies geared toward online use. › Use interactive content to spark online conversations. › Focus on thought leadership marketing.
    40. 40. © 2014 Forrester Research, Inc. Reproduction Prohibited 41 5. Engage at every digital touch point But don’t treat them all equally
    41. 41. © 2014 Forrester Research, Inc. Reproduction Prohibited 42 US consumers use three connected devices on average
    42. 42. © 2014 Forrester Research, Inc. Reproduction Prohibited 43 B2B marketing budgets fragment across channels
    43. 43. © 2014 Forrester Research, Inc. Reproduction Prohibited 44 Digital channels take budget from offline
    44. 44. © 2014 Forrester Research, Inc. Reproduction Prohibited 45 Key takeaways › Optimize digital and social spend to drive results. › Create alternate types of content, such as videos. › Engage advocates in social conversation. › Focus paid search and advertising on how customers buy. › Invest in a portfolio approach to stretch budgets.
    45. 45. © 2014 Forrester Research, Inc. Reproduction Prohibited 46 6. Test and personalize for device and interest Move beyond just basic personalization
    46. 46. © 2014 Forrester Research, Inc. Reproduction Prohibited 47 con·tex·tu·al·iz·a·tion ˈkän-ˌteks-ch(ə-w)ə-lə-ˈzā-shən noun : A tailored, adaptive, and sometimes predictive digital customer experience. • Contextualization combines and extends existing segmentation and personalization techniques with in-the-moment details. This enables more-dynamic, more-predictive experiences by processing explicit and implicit user information.
    47. 47. It’s about context, rather than just content Demographic Historical Situational
    48. 48. © 2014 Forrester Research, Inc. Reproduction Prohibited 49 You will use insights from a variety of sources
    49. 49. © 2014 Forrester Research, Inc. Reproduction Prohibited 50 Key takeaways › You’ll eventually contextualize based on data from a variety of sources. › Prioritize. Almost no one is using all data available. › Start slowly, with situational data and data from your CRM.
    50. 50. © 2014 Forrester Research, Inc. Reproduction Prohibited 51 7. Capitalize on data-based insights Don’t let technology be a substitute for strategy
    51. 51. © 2014 Forrester Research, Inc. Reproduction Prohibited 52 B2B marketers struggle with insights › Internal data can be messy. › Organizational siloes have separate data and reporting requirements. › Journey maps can be difficult to complete. › Technology is not the silver bullet.
    52. 52. © 2014 Forrester Research, Inc. Reproduction Prohibited 53 90 % or marketers are not effective at putting analytics to work
    53. 53. © 2014 Forrester Research, Inc. Reproduction Prohibited 54 Reporting is not prescriptive
    54. 54. © 2014 Forrester Research, Inc. Reproduction Prohibited 55 Leverage more unconventional data types
    55. 55. © 2014 Forrester Research, Inc. Reproduction Prohibited 56 Key takeaways › Analyze existing customers to define successful buying patterns. › Apply insights to accelerate sales interactions › Use analytics to predict future prospects. › Use technology to unearth insights.
    56. 56. Thank you Stephen Powers spowers@forrester.com @sa_powers
    57. 57. McGladrey
    58. 58.  Leading U.S. provider of assurance, tax and consulting services to the middle market  Over 6,700 professionals in 75 U.S. cities  Intensely focused on clients and needed to recalibrate About McGladrey
    59. 59.  Outdated design made the content feel less relevant  ‘Siloed’ content made it hard for users to find a wealth of resources  Not mobile or tablet friendly  Publishing challenges Pain Points
    60. 60.  Outdated Design  Siloed Content  Poor Mobile Experience  Publishing challenges Pain Points“The site is good for business topics, but it’s kind of boring on a personal level and doesn’t make me want to visit very often. ” — Customer Interview
    61. 61. So how did we re-calibrate?
    62. 62. Engage at Every Touch Point  Bold imagery + concise headlines makes content more visually appealing  Responsive design means that the site is smartphone and tablet friendly  Media queries used to customize how content displays on different device resolutions
    63. 63. Audience-Centric Content Design  More robust global navigation gets users to content in fewer clicks  New design offers opportunities to promote related content more easily  Faceted navigation for finding thought leadership
    64. 64. Standardized on Adobe Marketing Cloud  Easier publishing with Adobe Experience Manager; also utilize Adobe Analytics and Adobe Target Solutions  Dynamic content  Less focus on the day-to-day publishing queue, more on value-add activities
    65. 65. Create Intuitive Pathways to Content  More robust global navigation gets users to content in fewer clicks  New design offers opportunities to promote related content more easily  Faceted Navigation for finding Thought Leadership
    66. 66. Create Intuitive Pathways to Content  More robust global navigation gets users to content in fewer clicks  New design offers opportunities to promote related content more easily  Faceted navigation for finding thought leadership
    67. 67.  ROI of Responsive Design  Adobe Marketing Cloud for tracking analytics  Measuring Lead Generation  Measuring Conversion Measuring the Results
    68. 68. Connect With Us Patricia Mejia CMO, Siteworx, LLC 703.657.1296 patricia@siteworx.com www.facebook.com/Siteworx @Siteworx www.siteworx.com

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