Marketers Must Adapt to the Digital Age

Marketers Must Adapt To The
Digital Age

Kim Celestre

© 2012 Forrester Research, Inc. Reproduction Prohibited 1

The Digital Age Puts Control In The
Hands Of The IT Decision Maker


Today, IT decision makers access multiple digital
touch points along their journey


they selectively seek various content sources


and they shape perceptions about your brand


Marketers Can Overcome This
Challenge, By Adapting To Today’s
Digital Engagement Model


Marketers must develop the right “formula”
to reach IT decision makers


And they need to emphasize the “social” of
social media

Companies Must Progress Beyond “Likes”
• Noisy and crowded social channels require personalization
• Companies must reach buyers where they engage
• A “like” is not an “engagement”


The modern B2B marketer creates interactions
that generate positive business outcomes


The traditional funnel does not apply in today’s
digital age


Today’s funnel: it’s complicated


Marketers understand the value of social media
beyond just awareness – Lead Nurturing

Base: 56 B2B marketing decision makers at companies in North America and Western Europe with 100 or more employees
Source: Forrester's B2B Marketing Tactics And Benchmarks Online Survey, Q4 2012


The Digital Age brings a new set of marketing
rules
Take an “outside-in” perspective
Content and offers must be relevant for the
information channel
Communities and networks require careful
interactions
Digital and social should complement traditional
tactics and vice versa
Choose social tactics wisely if used for lead origination
and lead nurturing


The Most Effective Way To Engage With
ITDMs Is Through A Community


The majority of ITDMs using social media are
doing so for business purposes

Base: 348 North American IT and business decision makers that use social networks
Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012


Social media is a critical source of influence
across the ITDM’s entire purchase process

Base: 400 North American IT and business decision makers


ITDMs are heavy users of social networks



and they frequently create and amplify
content on social networks



IT decision makers invest their time in a social
network as long as it has:

Trust
“[I’ve] been able to validate information
(vendors, products) and bounce ideas
with others.”
–Senior IT decision maker, Consumer
goods




Trust

“Asked for opinions and received valuable
information. Useful to be able to validate
opinions based on user rating and/or
professional standing based on trusted
identification.”
–Business/Systems Analyst, High Tech




Efficiency

“I have been able to network with my peers to
answer questions, get recommendations for
various software and hardware we want to
implement, and learn about experts in the
field...”
–Senior IT decision maker, Media




Efficiency

“[I] have used networks to ask and get
answers to questions that I could then
assess in terms of value / confidence
as part of decision making process.”
–IT Manager, Finance




Relevance
“[Allows] me to obtain best practice
information from other peers within
our specific industry in an unbiased
manner.”
–Business executive, Manufacturing




Relevance

“Utilize both negative and positive
feedback from 'real-life' contacts (online)
whom have experienced similar activities
to that which we seek to do.”
–Infrastructure and Operations Executive,
Manufacturing




Relevance

“Leverage ... interest groups for
key topics and source information
on products and services”
–Sales Manager, High Tech




Access

“Having ready access to peers in the
industry has been invaluable.”
–Application Development Manager,
Consumer Goods



Access

“Allows me greater access to
community and community input
thereby increasing knowledge and
ability to make informed decisions
regarding purchases, best practices,
and implementation.”
–Sales Executive, Government


Take a community approach to your social
marketing strategy
Making a connection is only the first step
Develop context that has relevance and value
Interactions influence ITDMs
Access to peers, experts and thought leaders
Remember that conversations = content


Thank you


Marketers Must Adapt to the Digital Age

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