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
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
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Our existing CMS is outdated, proprietary, and functionally and technically substandard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?
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
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
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
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
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
Management tools enable marketers to create and manage experiences
ManageContent/
data services
Reposit-ories
BPM workflow
Authoring tools
Multi-lingual tools
Campaign manage-
ment
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
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
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
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
TargetingTrans-actions
A/B testing
Multi-variate testing
Web analytics
Mobileanalytics
Social analytics
Dash-boards
Campaign manage-
ment
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
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
TargetingTrans-actions
A/B testing
Multi-variate testing
Web analytics
Mobileanalytics
Social analytics
Dash-boards
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
2. Standardize technology frameworks
Let your technology earn its keep
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
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
TargetingTrans-actions
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
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
Many will try to sell you this in a box
© 2014 Forrester Research, Inc. Reproduction Prohibited 28
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
TargetingTrans-actions
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
© 2014 Forrester Research, Inc. Reproduction Prohibited 31
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited 32
Integrate across functions
Standardizing goals can work wonders
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Results from 3 companies
28% rise in NPS
Saves $750 million annually
Satisfaction rises 25%; cancellations drop 7%
© 2014 Forrester Research, Inc. Reproduction Prohibited 34
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited 35
4. Coalesce around content
Relevancy is critical in the Age of the Customer
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Content marketing spend a priority for 2014
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Key budget adjustments are needed
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KPMG’s conference site captures key trends
The Multiplier Effect
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Verizon uses interactive content to tap into business buyers’ concerns
© 2014 Forrester Research, Inc. Reproduction Prohibited 40
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited 41
5. Engage at every digital touch point
But don’t treat them all equally
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US consumers use three connected devices on average
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B2B marketing budgets fragment across channels
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Digital channels take budget from offline
© 2014 Forrester Research, Inc. Reproduction Prohibited 45
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited 46
6. Test and personalize for device and interest
Move beyond just basic personalization
© 2014 Forrester Research, Inc. Reproduction Prohibited 47
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
© 2014 Forrester Research, Inc. Reproduction Prohibited 49
You will use insights from a variety of sources
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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.
© 2014 Forrester Research, Inc. Reproduction Prohibited 51
7. Capitalize on data-based insights
Don’t let technology be a substitute for strategy
© 2014 Forrester Research, Inc. Reproduction Prohibited 52
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.
© 2014 Forrester Research, Inc. Reproduction Prohibited 53
90 % or marketers are not effective at putting analytics to work
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Reporting is not prescriptive
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Leverage more unconventional data types
© 2014 Forrester Research, Inc. Reproduction Prohibited 56
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.
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
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
Create Intuitive Pathways to Content
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
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
www.facebook.com/
Siteworx@Siteworx
www.siteworx.com
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