This document discusses the paradigm shift in B2B marketing in the digital world. It notes that the biggest change with digital is the new communication touchpoints available to reach prospects and customers. Information is now available on-demand and formatted for browsing online in the same way the world is browsed. Analytics can now provide true valuations like customer lifetime value based on big data rather than estimates. Customers are now more informed, engaged, and focused through personalized tracking across platforms. The linear buying process has changed with customers and leads now driving the process instead of just sales.

1. B2B Marketing in the
Digital World
“We will NEVER succeed in Marketing if we CONTINUE to embrace
the past without looking forward to the future”
Disclaimer: The opinions expressed in this presentation are solely those of the presenter and not necessarily those of Keysight Technologies.

2. Digital World
The Paradigm Shift in B2B Marketing
“The biggest fundamental shift with ‘Digital’ has been the now available
‘Communication touchpoints/channels’ with prospects/customers.”
• INFORMATION/CONTENT: Hidden vs Available/On-Demand/Formatted
Browsing WEB = Browsing WORLD
• Time, Effort and Money
• Recyclable and Reusable
• Repurposed and Visually Engaging
• DRIVING SEAT: Sales vs Customers/Leads/Prospects
Not the usual Inspire and Acquire - linear buying process
• Informed/Aware (Personalized Tracking/Servicing across platforms)
• Engaged (FB/LI as CRM tools)
• Focused (Goal-Oriented)
• ANALYTICS: Estimates vs Big Data
No more gut-feelings but true valuations
• Lifetime Value of Customer
• Customer Experience and Forecasting
Disclaimer: The opinions expressed in this presentation are solely those of the presenter and not necessarily those of Keysight Technologies.