The document discusses best practices for B2B digital marketing using a converged approach of paid, owned, and earned media. It notes that nearly half of B2B marketers plan to increase budgets in 2013, especially for digital marketing. To stay competitive, marketers need to enable thought leadership, adjust their online and offline mix, and capitalize on marketing technology. The document provides guidance on creating compelling owned content, employing an effective paid media strategy, and leveraging influencers to spread stories through earned media channels. It emphasizes measuring the dynamic customer journey using analytics to coordinate paid, owned, and earned efforts.

1. B2B Digital Marketing: Best Practices
Three Pronged Approach: Paid-Owned-Earned Media
EARNED MEDIA
OWNED MEDIA
PAID MEDIA

2. Key trends highlighted in the report include:
• Nearly half of B2B services marketers plan to increase their budgets in 2013, with services companies more
likely to see increases rather than product and service companies
• Marketers are increasing investment in technology, with lead management, social media, and web analytics
on the top of the list
• Marketers will continue to increase their content development and brand/communications budgets to
support thought leadership marketing
• The most significant marketing budget change is in digital marketing, with 76% of marketers planning to
increase their digital marketing budgets
• In order to stay ahead of their customers, marketers need to:
•Enable thought leadership selling
•Readjust the online and offline marketing mix, update skills, and re-examine marketing priorities
•Capitalize on marketing technology
ITSMA Report: 2013 Budget Allocations and Trends

3. Marketing Challenge as Consumer Media habits Shift
 We live in a multi-screen economy
 Tough to engage with TG with fragmented attention
 The customer journey is dynamic
 Communication is real time
 Leading brands have already begun to integrate media

4. Paid Media Owned Media
Earned Media
CONVERGED
MEDIA
Sponsored
Advocates
Shared
Brand
Content
Promoted
Brand
Content
Promotion by
Ads
Organic
Conversations
Corporate
Content
A Closer look into Each Media Types
Paid Search
Video Ads
Display
Banners
Sponsorship
Mobile Display
Banners
Paid
Content
Promotion
Branded
Website
Branded
Social
Channels
Micro site
And
Landing pages
SEO
Email
Marketing
Word of Mouth
Press Coverage
Bloggers relationship
UGC
in
Social Media
Social
Media
Listening

5. OWNED
PAID EARNED
Drives Volume
Instructs where to amplify
How Media types Influence and Enable each others

6. Owned Media : How to Create Compelling Corporate Content
1. Build a Buyer Persona:
What are the Biggest Problems they are trying to Solve?
What do they need the most?
What Information are they typically Searching for?
What Trends are Influencing their Business or Personal Success?
2. Conduct a Content Audit:
3. Map Content to the Buying Cycle:
Type of Content Topic Covered Buyer Persona
Date Created Downloads/Views/Leads
Buying
Cycle
AWARENESS
RESEARCH
COMPARISON
ACTION
Company website, Blogpost,
Social media updates, SEO
Whitepapers, Webinars,
Industry reports
Case Studies, Demos,
Benchmarking tools
Analyst report, Detail
information

7. Owned Media : Example:: Genpact
Action
 Genpact launched it’s new positioning mid of 2012
 Build collaterals, new website, Blog, and microsites using new positioning
and according to their target audience persona (CFO, CPO, COO etc)
 Disseminate these contents/collaterals through social media, SEM
Results
 Genpact’s collaterals download increased multiple times
Site traffic visit and blog visit increased with decent numbers
 Genpact gained better Share of Voice in social media

8. Paid Media : Key Imperatives
1. Know your Territory:
There are a lot of places to buy ads, with each site having its own strengths and
weaknesses. To start with, you should understand some of the major types of paid
advertising (to be discussed in next slide)
2. Create a Content led Approach:
3. a) Segment content and target based on priority, business need, etc.
b) Drive traffic to the **landing page /Microsite /website, where the content is
available via download. ** Use A/B testing, incorporate clear Call to Action.
3. Continually analyze results to hone future communications:
a) Review results regularly.
b) Plan your budget accordingly for the long haul.
Display Ad
Google Adwords
LinkedIn banner Ad
Sponsored
tweets
Sponsorship
Retargeting
Content
Syndication

9. Paid Media : Planned Channel Mix
Connect target with
relevant content and
capture lead
information.
Reach specific
audiences
in a one-to-one
environment.
Deliver contextual
relevance and drive
engagement.
Capture immediate
demand in market and
capture lead.
Role Tactics
Whitepaper downloads
Online webinars
Cost per lead buys
Direct Publishers List Buys
Newsletter Sponsorship
Rich Media Email
Target relevant publishers
Re-targeting off micro-site
Audience Buying
Targeted Keywords
Contextual Text Ads
Mobile Search
Paid
Search
Display
Banners
Email
Content
Syndication

10. Earned Media : Enable others to Tell your Story
1. Identify the Evangelist: Six types of Evangelists
IBM Mainframe: The art to sell Video series entertains
Consumers, spread virally. Practical perspective for the Midsize Businesses GE Transformers apps proves vey useful
to Eng community
IBM Mainframe: Entertain IBM SMB: Inform and Educate
GE: Provides Utility
2. Create a Social Object: Identify the passion among your Evangelists. Ex: shared
cause, interest and unique product offerings etc and create
a theme or story that are worth sharing.
Present or Potential
Evangelists
Present or
Past
Customer
or Prospect
End
Customer
Analyst or
Influencers
Partner
Employees
Enthusiasts

11. Earned Media : Enable others to Tell your Story
3. Empower Evangelists to tell your story: BRAND-FAN-ADVOCATES stages need scale.
Consumer Generated Content
Conversation
Collaboration
Community
Collective Intelligence
Ease of ImplementationEasy Difficult
Ease of
Understanding
Visible
Invisible
5 Core Social
Dynamics
Consumer
Generated Content
Conversation Collaboration Community Collective
Intelligence
Tools YouTube, Slideshare,
Blog, Flickr, scribd
Twitter, LinkedIn,
facebook
Salesforce,
SocialText
Jive, Lithium
Dell Journey of
empowering
Evangelists
Dell blogs across
their offerings to
educate and enable
people to post
content
Dell small business
facebook page
structured for social
media resources.
More than 60K Fan
Dell support
community to
increase customer
satisfaction and
drive down support
cost
Dell Tech center. A
community around
IT and technical
solutions
Dell Ideastorm: A
user driven
community to listen
to customer’s idea
on product
development

12. Earned Media : Example :: Intel Tablet Smart Squad Program
The company paid influencers to
share content
Across their
networks
121
Pieces of content created by
influencers
9,314
Average actions per piece
of content
1.1m
Social interactions
24
Influencers commissioned to
create content
How Intel paid Influencers to ignite earned, and drive traffic back to owned
Lesson Learned
 Influencers tell a better story, enable them to do so.
 Use Influencers with every Program
 Listen to Influencers
 Social scale comes with Technology

13. Intel’s iQ Social Publishing an industry first for curate content that is grabbing
Intel’s collective attention.
13
The iQ experience is comprised around social
algorithms that curate content shared by Intel
employees as well as owned and industry content. It is
then filtered through a touch design based on the
insights generated through all data in aggregate.
Converged Media (Paid-Owned-Earned Media) : Example :: Intel’s IQ

14. Use analytics to accurately reflect the Dynamic Customer Journey
14
Traditional Attribution Model Dynamic Attribution Model
Recommended Analytics Tools
Purpose Tools
Web visitor
behavior
Google analytics,
Compete, Omniture,
Social Media
Listening
Radian6
Account specific
Targeting
Demand base,
Leadformix
Marketing
Automation &
Analytics tool
Hubspot, Eloqua
Campaign Tracking Hubspot, Marketo,
Eloqua, Leadformix

15. Execution Workflow: Coordination Paid-Owned-Earned
Reporting and
Analysis
Content strategy
Publication across
all Channels
EngagementAmplification
Paid-Earned-Owned
Restructuring
Real Time
Measurement
& Iteration
Reporting &
Analysis
 Investigate
Paid-Earned-
Owned activities
 Listen and
observe
 Listen to
Competitors
Content Strategy
 Assess Content
strategy-
Persona,
Segment, Buying
cycles, source
information
 What message
represents,
reflects and
speaks for the
Brand.
Publication across
all channels
 Execute
contents across
all channels.
 Internal
readiness,
Governance,
tools to support
publications
Engagement
 Must identify
where and what
influencers are
talking.
 Take part in
ongoing
discussion with
influencers and
position content
contextually.
Amplification
 Leverage
converged media
to influence and
amplify Paid-
owned-earned
media.
 Explore Paid ads
to promote
Owned and
Earned.
Restructuring
 Messaging must
change and
evolve in real
time to meet the
needs.
 Leverage tools
to customer
collaboration and
involve them.

16. Let’s Collaborate and Explore more…
Soumitra Ranjan Sen
Digital Marketing Strategist
Twitter: @sensoumitra
LinkedIn: in.linkedin.com/in/soumitrasen

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