marketers must adapt to the digital age
DESCRIPTION
Presented by Kim Celestre, Senior Analyst, B2B Social Marketing, Forrester at TechConnect:12.TRANSCRIPT
1© 2012 Forrester Research, Inc. Reproduction Prohibited
Marketers Must Adapt To The
Digital Age
Kim Celestre
2© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
The Digital Age Puts Control In The Hands Of The IT Decision Maker
3© 2012 Forrester Research, Inc. Reproduction Prohibited
Today, IT decision makers access multiple digital touch points along their journey!
4© 2012 Forrester Research, Inc. Reproduction Prohibited
!they selectively seek various content sources
5© 2012 Forrester Research, Inc. Reproduction Prohibited
!and they shape perceptions about your brand
6© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Marketers Can Overcome This Challenge, By Adapting To Today’s Digital Engagement Model
7© 2012 Forrester Research, Inc. Reproduction Prohibited
Marketers must develop the right “formula” to reach IT decision makers
8© 2012 Forrester Research, Inc. Reproduction Prohibited
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”
9© 2012 Forrester Research, Inc. Reproduction Prohibited
The modern B2B marketer creates interactions that generate positive business outcomes
10© 2012 Forrester Research, Inc. Reproduction Prohibited
The traditional funnel does not apply in today’s digital age
11© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Today’s funnel: it’s complicated
12© 2012 Forrester Research, Inc. Reproduction Prohibited
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
13© 2012 Forrester Research, Inc. Reproduction Prohibited
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
14© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
The Most Effective Way To Engage With ITDMs Is Through A Community
15© 2012 Forrester Research, Inc. Reproduction Prohibited
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
16© 2012 Forrester Research, Inc. Reproduction Prohibited
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
17© 2012 Forrester Research, Inc. Reproduction Prohibited
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
18© 2012 Forrester Research, Inc. Reproduction Prohibited
!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
19© 2012 Forrester Research, Inc. Reproduction Prohibited
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
20© 2012 Forrester Research, Inc. Reproduction Prohibited
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
21© 2012 Forrester Research, Inc. Reproduction Prohibited
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
22© 2012 Forrester Research, Inc. Reproduction Prohibited
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
23© 2012 Forrester Research, Inc. Reproduction Prohibited
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
24© 2012 Forrester Research, Inc. Reproduction Prohibited
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
25© 2012 Forrester Research, Inc. Reproduction Prohibited
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
26© 2012 Forrester Research, Inc. Reproduction Prohibited
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
27© 2012 Forrester Research, Inc. Reproduction Prohibited
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
28© 2012 Forrester Research, Inc. Reproduction Prohibited
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
29© 2012 Forrester Research, Inc. Reproduction Prohibited
Thank you