Marketers Must Adapt to the Digital Age

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1 © 2012 Forrester Research, Inc. Reproduction Prohibited Marketers Must Adapt To The Digital Age Kim Celestre

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Presented by Kim Celestre, Senior Analyst, B2B Social Marketing, Forrester at TechConnect:12.

Transcript of Marketers Must Adapt to the Digital Age

Page 1: Marketers Must Adapt to the Digital Age

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Marketers Must Adapt To The

Digital Age

Kim Celestre

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

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

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!they selectively seek various content sources

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!and they shape perceptions about your brand

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

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

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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”

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The modern B2B marketer creates interactions that generate positive business outcomes

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

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Today’s funnel: it’s complicated

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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

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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

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

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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

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

Base: 400 North American IT and business decision makers

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

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ITDMs are heavy users of social networks!

Base: 400 North American IT and business decision makers

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

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!and they frequently create and amplify content on social networks

Base: 400 North American IT and business decision makers

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

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

� Trust

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

“[I’ve] been able to validate information

(vendors, products) and bounce ideas

with others.”

–Senior IT decision maker, Consumer

goods

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

� Trust

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

“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

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

� Efficiency

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

“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

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

� Efficiency

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

“[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

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

� Relevance

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

“[Allows] me to obtain best practice

information from other peers within

our specific industry in an unbiased

manner.”

–Business executive, Manufacturing

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

� Relevance

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

“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

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

� Relevance

Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012

“Leverage ... interest groups for

key topics and source information

on products and services”

–Sales Manager, High Tech

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

� Access

“Having ready access to peers in the

industry has been invaluable.”

–Application Development Manager,

Consumer Goods

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

� 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

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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

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Thank you