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.

1. B2B Marketing
in the Digital Age
Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.

2. 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

3. Why should we care?
• Achieve greater ROI across all
marketing and advertising
• Increase customer loyalty and
advocacy
• Improve profitability and drive
shareholder value
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4. Does Digital Apply to B2B?
B2B / B2B2C
Long Sales Cycles
Large Dollar Purchases
Service Marketing
Greater Research
April 12, 2012 4

5. 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 Optimization
Which is using “digital” more effectively to drive business?
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6. Empowered customers…
• Research products online
• Find information via search
• Trust peers most
Source: Forrester Research Q3 2010
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7. 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 Fou
April 12, 2012 7

8. 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 Omnicom's 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/augustinefou
April 12, 2012 acfou@mktsci.com 8

9. APPENDIX
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10. Top Marketing Challenges
in B2B
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11. Perceived Effectiveness of
Tactics
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