7 Habits of Best B2B Digital Marketers

7 Habits for Truly Effective B2B Digital MarketingFeaturing:

Stephen Powers, VP and Research Director, Forrester Research, Inc.

FEATURING:

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

DESIGNSYSTEM INTEGRATOR

TECHNOLOGY+

Cool Vendors in Services, 2014 North America Partner of the Year, 2013

“… 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

“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

http://ssl.gstatic.com/think/docs/the-digital-evolution-in-b2b-marketing_research

http://ssl.gstatic.com/think/docs/the-digital-evolution-in-b2b-marketing_research

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

http://www.gartner.com/newsroom/id/2723817

Heard on the Street

Our existing CMS is outdated, proprietary, and functionally and technically substandard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

5 Bad Habits Better Tech Won’t Fix

Burying Your Marketing Team in Clutter and Chaos

Failing to Think and Act Holistically

Making Your Content Play Second Fiddle to the Experience

Having Multiple Sources of Truth About Your Customers and Content

Baton Passing

Making Leaders Successful Every Day

7 Habits of Best-in-Class B2B Digital MarketersStephen Powers, Vice President and Research DirectorMay 21, 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 17

1. Simplify infrastructure

Because marketers love infrastructure, right?


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


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


Management tools enable marketers to create and manage experiences

ManageContent/

data services

Reposit-ories

BPM workflow

Authoring tools

Multi-lingual tools

Campaign manage-

ment


Delivery tools focus on delivering engaging, contextual experiences

Manage

Deliver

Content/data

services

Ad serving

SocialID/

authent-ication

Reposit-ories

BPM workflow

Authoring tools

Multi-lingual tools

Campaign manage-

ment

Present-ation tools

TargetingTrans-actions


Measurement tools provide insight into multichannel experience consumption

Manage

Deliver

Measure

Content/data

services

Ad serving

SocialID/

authent-ication

Reposit-ories

BPM workflow

Authoring tools

Multi-lingual tools

Present-ation tools


A/B testing

Multi-variate testing

Web analytics

Mobileanalytics

Social analytics

Dash-boards

Campaign manage-

ment


Where do companies tend to standardize?

Manage

Deliver

Measure

Content/data

services

Ad serving

SocialID/

authent-ication

Reposit-ories

BPM workflow

Authoring tools

Multi-lingual tools

Campaign manage-

ment

Present-ation tools


A/B testing

Multi-variate testing

Web analytics

Mobileanalytics

Social analytics

Dash-boards


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.


2. Standardize technology frameworks

Let your technology earn its keep


Many packaged solutions make up the digital experience ecosystem

Manage

Deliver

Measure

Content/Data

services

Ad serving

SocialID/

Authent-ication

Reposit-ories

BPM workflow

Authoring tools

Multi-lingual tools

Campaign manage-

ment

Presentation tools


AB testing

Multivar-iate

testing

Web analytics

Mobileanalytics

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


Many will try to sell you this in a box


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”

Reality: A purely best of breed approach creates siloes and integration challenges

Take the middle road between best of breed and all in a box approach

Manage

Deliver

Measure

Content/Data

services

Ad serving

SocialID/

Authent-ication

Reposit-ories

BPM workflow

Authoring tools

Multi-lingual tools

Campaign mgmt

Presentation tools


AB testing

Multivar-iate

testing

Web analytics

Mobileanalytics

Social analytics

Dashbo-rds

Testing Optimization Analytics (mobile, social, Web)

Site search

Commerce platformWeb content management

Video platform

Digital asset management

Product content management

Recommendation engine

Campaign management

Marketing resource mgmt


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.


Integrate across functions

Standardizing goals can work wonders


Results from 3 companies

28% rise in NPS

Saves $750 million annually

Satisfaction rises 25%; cancellations drop 7%


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.


4. Coalesce around content

Relevancy is critical in the Age of the Customer


Content marketing spend a priority for 2014


Key budget adjustments are needed


KPMG’s conference site captures key trends

The Multiplier Effect


Verizon uses interactive content to tap into business buyers’ concerns


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.


5. Engage at every digital touch point

But don’t treat them all equally


US consumers use three connected devices on average


B2B marketing budgets fragment across channels


Digital channels take budget from offline


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.


6. Test and personalize for device and interest

Move beyond just basic personalization


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.

It’s about context, rather than just content

Demographic Historical Situational


You will use insights from a variety of sources


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.


7. Capitalize on data-based insights

Don’t let technology be a substitute for strategy


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.


90 % or marketers are not effective at putting analytics to work


Reporting is not prescriptive


Leverage more unconventional data types


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.

Thank youStephen Powers

[email protected]

@sa_powers

mailto:[email protected]

McGladrey

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

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

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

So how did we re-calibrate?

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

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

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

Create Intuitive Pathways to Content



Faceted Navigation for finding Thought Leadership

Create Intuitive Pathways to Content



Faceted navigation for finding thought leadership

ROI of Responsive Design

Adobe Marketing Cloud for tracking analytics

Measuring Lead Generation

Measuring Conversion

Measuring the Results

Connect With Us

Patricia MejiaCMO, Siteworx, LLC

703.657.1296

[email protected]

www.facebook.com/

Siteworx@Siteworx

www.siteworx.com

7 Habits of Best B2B Digital Marketers

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