The document discusses how B2B marketers now face an "always addressable customer" who is online and reachable through various digital channels. It notes that marketing dollars are shifting online to follow customers. To be effective, B2B marketers must optimize their efforts across all customer touchpoints and develop a coordinated brand ecosystem. Better measurement of efforts across channels is also needed to understand customer journeys. The summary focuses on the key challenges of reaching today's digital customer and the need for alignment, coordination and measurement across marketing efforts and channels.

1. B2B Marketing in the Age of the
Always Addressable Customer
Michael Greene Paul Taylor
Senior Analyst CEO
Forrester Research Webmarketing123

2. At Forrester, we believe long-lasting competitive
advantage comes from customer obsession
© 2012 Forrester Research, Inc. Reproduction Prohibited 2

3. Today, B2B marketers face a new type of customer
3

4. 51%
* Source: North American Technographics® Benchmark Survey, 2010 (US, Canada)
**Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)

5. Every generation has its Always Addressable
Customers…and that means business decision
makers too
US online adults 37%
Gen Z(18-22) 62%
Gen Y (23-31) 60%
Gen X(32-45) 44%
Younger Boomers (46-55) 24%
Older Boomers (56-66) 18%
Golden Generation (67+) 9%
Base: US online adults
Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)

6. Your Always Addressable Customer is
Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
6

7. Marketing dollars are following the customer: digital
spend will reach $77bn by 2016. That's comparable to
TV spending today.

8. The age of the customer means B2B marketers must
align tactics across the customer lifecycle
© 2012 Forrester Research, Inc. Reproduction Prohibited

9. And this means the whole customer lifecycle, not just
mass, untargeted lead gen…search plays a critical role
throughout
Customer Discover Explore Buy Engage
lifecycle
phase
Marketing- Find the lead Nurture the Close the deal Build advocacy
Sales goal lead
Old digital
marketing Moderate Low Low Low
model
Today’s digital Moderate
marketing High High (depends on High
model business type)
Website
E-commerce
Paid search, content Social Mobile apps, e-
platforms, sales
Relevant digital SEO, display media sites and mail marketing,
enablement
tactics ads, word-of- blogs, SEO, social
applications,
mouth mobile web, e- communities
mobile apps
mail
© 2012 Forrester Research, Inc. Reproduction Prohibited 9

10. This means managing more customer touchpoints –
creating a end-to-end B2B brand ecosystem that
crosses screens
Depth
Reach
Engagement
© 2012 Forrester Research, Inc. Reproduction Prohibited

11. How do you figure out where to invest in your own
B2B brand ecosystem?

12. 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

13. How can you improve your B2B brand ecosystem
today?
Content
marketing and
search
Better B2B
brand
ecosystems
Better
measurement
across the
Better agency
customer management
journey and
channels
© 2012 Forrester Research, Inc. Reproduction Prohibited 13

14. 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.
© 2012 Forrester Research, Inc. Reproduction Prohibited

15. B2B marketers are measuring in swim lanes, even as
their customers move across channels and digital
screens

16. Better measurement starts with mapping out the
customer journey and assigning credit across these
touchpoints…most don’t do this today

17. Your next step depends on your current measurement
maturity
Source: December 2011 “A Measurement Maturity Framework For Interactive Marketers”

18. 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.
© 2012 Forrester Research, Inc. Reproduction Prohibited 18

19. 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.
© 2012 Forrester Research, Inc. Reproduction Prohibited 19

20. Digital Marketing Agency specializing in
SEO / PPC / Social Media / Website Design
WE’RE ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES (2012)

21. Let’s Talk Measurement
" 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.
© 2012 Webmarketing123

22. Agenda
Create a Framework and Measure Performance
1
with a Custom KPI Scorecard
2 State of Search and Marketer Perceptions
2012 Digital Marketing Survey
3 Understand the ROI of Each Channel:
SEO Case Study

23. In July, we surveyed over 500 U.S.
marketing professionals
And published our 2nd
annual State of Digital
Marketing Report

24. Measurement is the greatest frustration for
marketers
© 2012 Webmarketing123

25. SEO measurement is still a challenge
© 2012 Webmarketing123

26. Regardless of your level of measurement sophistication,
there are things you can do:
Source: December 2011 “A Measurement Maturity Framework For Interactive Marketers”

27. Scorecard
Work collaboratively with agency to identify KPIs. Set a timeline,
expectations, and agree upon process for tracking and reporting.
SEO and PPC example:

28. Scorecard process helps overcome
implementation obstacles
ü Standardizes Metrics
ü Creates Common Vision, Shared Goals, Accountability
What will What
winning look benchmarks
like? should we
use?
Which KPIs are What are the next
your priorities? steps?

29. Agenda
Create a Framework and Measure Performance
1
with a Custom KPI Scorecard
2 State of Search and Marketer Perceptions
2012 Digital Marketing Survey
3 Understand the ROI of Each Channel:
SEO Case Study

30. B2B Marketers Continue to Rely on SEO
Lead Generation is the #1
Objective of B2B Marketers
SEO Makes the Biggest
Impact on Lead Generation

31. 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

32. In order to allocate your digital
marketing budget effectively,
you need to understand the ROI
of each channel.

33. 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)
Or you can meet with us
3. Visitor Lead and we’ll do it for you.
4. Lead Qualified Lead
5. Qualified Lead Closed Deal
6. Average Deal Size
7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential

34. $32 million/year
in missed revenue
for a manufacturer

35. Case Study:
Semiconductor Manufacturer
Annual Cost of Not Ranking:
$2,700,000
monthly cost
multiplied by 12 months
= 32 million+/year

36. 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

37. Questions?
Paul Taylor
CEO, Webmarketing123
paul@webmarketing123.com
Michael Greene
Senior Analyst, Forrester Research
mgreene@forrester.com

38. We invite you to…
Download:
2012 State of Digital Marketing Report
webmarketing123.com
Talk to a digital marketing expert:
ü SEO/PPC/Social Media Marketing
ü Measurement/Analytics Approach
seo@webmarketing123.com
ü Lead Gen Effectiveness
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