B2B Marketing in the Age of the Always Addressable Customer

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

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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.


The age of the customer means B2B marketers must align tactics across the customer lifecycle


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


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?


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.


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


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


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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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

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3 Understand the ROI of Each Channel: SEO Case Study

Agenda

State of Search and Marketer Perceptions 2012 Digital Marketing Survey

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In July, we surveyed over 500 U.S. marketing professionals

And published our 2nd annual State of Digital Marketing Report


Measurement is the greatest frustration for marketers


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

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3 Understand the ROI of Each Channel: SEO Case Study

Agenda

State of Search and Marketer Perceptions 2012 Digital Marketing Survey

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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?

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Download: 2012 State of Digital Marketing Report

Talk to a digital marketing expert: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness

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B2B Marketing in the Age of the Always Addressable Customer