b2b marketing in the age of the always addressable customer
DESCRIPTION
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle. Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to: • Align marketing tactics across your entire brand ecosystem • Close the loop on your measurement to optimize budgets • Identify and avoid wasting media dollars due to poor measurement • Set up a measurement framework for each marketing channel • Overcome implementation challengesTRANSCRIPT
B2B Marketing in the Age of the Always Addressable Customer
Michael Greene Senior Analyst Forrester Research
Paul Taylor CEO Webmarketing123
© 2012 Forrester Research, Inc. Reproduction Prohibited
At Forrester, we believe long-lasting competitive advantage comes from customer obsession
2
3
Today, B2B marketers face a new type of customer
* Source: North American Technographics® Benchmark Survey, 2010 (US, Canada) **Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
51%
Every generation has its Always Addressable Customers…and that means business decision makers too
9%
18%
24%
44%
60%
62%
37%
Gen Z(18-22)
Gen Y (23-31)
Gen X(32-45)
Golden Generation (67+)
Older Boomers (56-66)
Younger Boomers (46-55)
Base: US online adults
Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
US online adults
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Your Always Addressable Customer is
Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
Marketing dollars are following the customer: digital spend will reach $77bn by 2016. That's comparable to TV spending today.
© 2012 Forrester Research, Inc. Reproduction Prohibited
The age of the customer means B2B marketers must align tactics across the customer lifecycle
© 2012 Forrester Research, Inc. Reproduction Prohibited
And this means the whole customer lifecycle, not just mass, untargeted lead gen…search plays a critical role throughout
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Customer lifecycle phase
Discover Explore Buy Engage
Marketing-Sales goal
Find the lead Nurture the lead
Close the deal Build advocacy
Old digital marketing
model Moderate Low Low Low
Today’s digital marketing
model High High
Moderate (depends on
business type) High
Relevant digital tactics
Paid search, SEO, display ads, word-of-
mouth
Website content Social
media sites and blogs, SEO,
mobile web, e-mail
E-commerce platforms, sales
enablement applications, mobile apps
Mobile apps, e-mail marketing,
social communities
© 2012 Forrester Research, Inc. Reproduction Prohibited
This means managing more customer touchpoints – creating a end-to-end B2B brand ecosystem that crosses screens
Depth
Engagement
Reach
How do you figure out where to invest in your own B2B brand ecosystem?
© 2012 Forrester Research, Inc. Reproduction Prohibited
No matter your customer, some truths will apply to your B2B brand ecosystem
• You can’t build your brand with social media alone.
• Digital touchpoints like your website and mobile apps will have to work together with sales team activities.
• An ecosystem lives beyond the campaign.
• Every touchpoint has to be findable – search is the critical element.
© 2012 Forrester Research, Inc. Reproduction Prohibited
How can you improve your B2B brand ecosystem today?
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Better B2B brand
ecosystems
Content marketing and
search
Better agency management
Better measurement
across the customer
journey and channels
© 2012 Forrester Research, Inc. Reproduction Prohibited
Content is the lifeblood of B2B marketing
• B2B decision makers demand value. B2B marketing comes down to fulfilling needs, not making noise.
• It’s not always about specific products. It’s often about how you can help solve specific business challenges.
• Thought leadership helps frame the market. It’s not just about collecting leads, it’s about influencing how buyers think about their challenges.
• Great content and search form a virtuous cycle. Content needs to be findable. Thankfully, strong content helps your search results.
B2B marketers are measuring in swim lanes, even as their customers move across channels and digital screens
Better measurement starts with mapping out the customer journey and assigning credit across these touchpoints…most don’t do this today
Source: December 2011 “A Measurement Maturity Framework For Interactive Marketers”
Your next step depends on your current measurement maturity
© 2012 Forrester Research, Inc. Reproduction Prohibited
Adopt new agency management best practices to get the most out of your agency relationships
• Develop an agency onboarding process. Just like an employee training process helps new hires assimilate quickly to their new culture and work environment. Walmart has instituted an agency immersion course that brings key agency people to Bentonville, Arkansas, for a series of in-depth training sessions with category managers, merchandisers, and the marketing communications group.
• Create an empowering agency briefing process. Harman International Industries kicked off its annual agency planning conclave by putting every agency in the same room to set clear expectations about the roles that each agency would play. The agencies appreciated the level of transparency and consistency from Harman, which helped foster a deeper level of trust between the agencies and their client.
• Reward value and innovation. Create bonus upside for agencies that deliver exceptional performance or innovate outside of the scope of work.
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Summing it up
" The always addressable customer is here. Marketing dollars are following them online, but more spend equals more clutter. B2B marketers must be relevant at every single touchpoint across increasingly complex brand ecosystems.
" Marketing-sales alignment starts with the customer. Bigger ecosystems require more coordination. This means building consensus around the customer journey and customer needs.
" Better measurement is a must. Insight about customers is a company’s only defensible advantage. Analytics – especially in light of increasingly complex marketing ecosystems – are a requirement. It’s about more than just understanding success or failure, it’s about optimizing spend.
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Digital Marketing Agency specializing in SEO / PPC / Social Media / Website Design
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Let’s Talk Measurement
© 2012 Webmarketing123
" The always addressable customer is here. Marketing dollars are following them online, but more spend equals more clutter. B2B marketers must be relevant at every single touchpoint across increasingly complex brand ecosystems.
" Marketing-sales alignment starts with the customer. Bigger ecosystems require more coordination. This means building consensus around the customer journey and customer needs.
" Better measurement is a must. Insight about customers is a company’s only defensible advantage. Analytics – especially in light of increasingly complex marketing ecosystems – are a requirement. It’s about more than just understanding success or failure, it’s about optimizing spend.
Create a Framework and Measure Performance with a Custom KPI Scorecard
1
3 Understand the ROI of Each Channel: SEO Case Study
Agenda
State of Search and Marketer Perceptions 2012 Digital Marketing Survey
2
In July, we surveyed over 500 U.S. marketing professionals
And published our 2nd annual State of Digital Marketing Report
© 2012 Webmarketing123
Measurement is the greatest frustration for marketers
© 2012 Webmarketing123
SEO measurement is still a challenge
Source: December 2011 “A Measurement Maturity Framework For Interactive Marketers”
Regardless of your level of measurement sophistication, there are things you can do:
Scorecard
Work collaboratively with agency to identify KPIs. Set a timeline, expectations, and agree upon process for tracking and reporting.
SEO and PPC example:
Scorecard process helps overcome implementation obstacles
Which KPIs are your priorities?
What will winning look
like?
What benchmarks should we
use?
What are the next steps?
ü Standardizes Metrics ü Creates Common Vision, Shared Goals, Accountability
Create a Framework and Measure Performance with a Custom KPI Scorecard
1
3 Understand the ROI of Each Channel: SEO Case Study
Agenda
State of Search and Marketer Perceptions 2012 Digital Marketing Survey
2
Lead Generation is the #1 Objective of B2B Marketers
SEO Makes the Biggest Impact on Lead Generation
B2B Marketers Continue to Rely on SEO
4 Billion Searches on Google Every Day
95% of Clicks Happen on the 1st Page of Search Results
60% of Clicks are on Top 3 Results
In order to allocate your digital marketing budget effectively, you need to understand the ROI of each channel.
Step-by-Step Calculation
of the Cost of Not Ranking on Page 1 of Google
1. Keyword Search Volume
2. CTR on Search Results (New Visitors)
3. Visitor Lead
4. Lead Qualified Lead
5. Qualified Lead Closed Deal
6. Average Deal Size
7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential
Or you can meet with us and we’ll do it for you.
$32 million/year in missed revenue
for a manufacturer
Annual Cost of Not Ranking: $2,700,000 monthly cost multiplied by 12 months
= 32 million+/year
Case Study: Semiconductor Manufacturer
As marketers are increasingly responsible for the P & L, it’s more important than ever to quantify potential at the front-end and consistently measure performance against KPIs. Quantify
Measure
Paul Taylor CEO, Webmarketing123 [email protected] Michael Greene Senior Analyst, Forrester Research [email protected]
Questions?
webmarketing123.com
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Download: 2012 State of Digital Marketing Report
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