Learn the 5 bad habits to break and 7 best practices to adopt to create a world-class B2B digital marketing organization.

1. 7 Habits for Truly Effective B2B Digital
Marketing
Featuring:
Stephen Powers, VP and Research Director, Forrester Research, Inc.
FEATURING:

2.  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
DESIGN
SYSTEM
INTEGRATOR
TECHNOLOGY
+
Cool Vendors in Services, 2014 North America Partner of the Year, 2013

4. “… 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

5. “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

6. 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

7. Heard on
the Street

8.  Our existing CMS is outdated, proprietary, and functionally and technically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

9. 5 Bad Habits Better Tech Won’t Fix

10. Burying Your
Marketing Team in
Clutter and Chaos

11. Failing to Think
and Act
Holistically

12. Making Your Content Play
Second Fiddle to the Experience

13. Having Multiple Sources of
Truth About Your
Customers and Content

14. Baton Passing

15. Making Leaders Successful
Every Day

16. 7 Habits of Best-in-Class B2B Digital
Marketers
Stephen Powers, Vice President and Research Director
May 21, 2014

17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17
1. Simplify infrastructure
Because marketers love infrastructure,
right?

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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

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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

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Management tools enable marketers to
create and manage experiences
Manage
Content/
data
services
Reposit-
ories
BPM
workflow
Authoring
tools
Multi-
lingual
tools
Campaign
manage-
ment

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Delivery tools focus on delivering
engaging, contextual experiences
Manage
Deliver
Content/
data
services
Ad
serving
Social
ID/
authent-
ication
Reposit-
ories
BPM
workflow
Authoring
tools
Multi-
lingual
tools
Campaign
manage-
ment
Present-
ation
tools
Targeting
Trans-
actions

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Measurement tools provide insight into
multichannel experience consumption
Manage
Deliver
Measure
Content/
data
services
Ad
serving
Social
ID/
authent-
ication
Reposit-
ories
BPM
workflow
Authoring
tools
Multi-
lingual
tools
Present-
ation
tools
Targeting
Trans-
actions
A/B
testing
Multi-
variate
testing
Web
analytics
Mobile
analytics
Social
analytics
Dash-
boards
Campaign
manage-
ment

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Where do companies tend to
standardize?
Manage
Deliver
Measure
Content/
data
services
Ad
serving
Social
ID/
authent-
ication
Reposit-
ories
BPM
workflow
Authoring
tools
Multi-
lingual
tools
Campaign
manage-
ment
Present-
ation
tools
Targeting
Trans-
actions
A/B
testing
Multi-
variate
testing
Web
analytics
Mobile
analytics
Social
analytics
Dash-
boards

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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.

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2. Standardize technology
frameworks
Let your technology earn its keep

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Many packaged solutions make up the
digital experience ecosystem
Manage
Deliver
Measure
Content/
Data
services
Ad
serving
Social
ID/
Authent-
ication
Reposit-
ories
BPM
workflow
Authoring
tools
Multi-
lingual
tools
Campaign
manage-
ment
Present
ation
tools
Targeting
Trans-
actions
AB
testing
Multivar-
iate
testing
Web
analytics
Mobile
analytics
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

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Many will try to sell you this in a box

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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”

29. Reality: A purely best of breed approach
creates siloes and integration challenges

30. Take the middle road between best of breed
and all in a box approach
Manage
Deliver
Measure
Content/
Data
services
Ad
serving
Social
ID/
Authent-
ication
Reposit-
ories
BPM
workflow
Authoring
tools
Multi-
lingual
tools
Campaig
n mgmt
Present
ation
tools
Targeting
Trans-
actions
AB
testing
Multivar-
iate
testing
Web
analytics
Mobile
analytics
Social
analytics
Dashbo-
rds
Testing
Optimization Analytics
(mobile, social, Web)
Site search
Commerce platform
Web content
management
Video platform
Digital asset
management
Product content
management
Recommendation
engine
Campaign
management
Marketing resource
mgmt

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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.

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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%

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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.

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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

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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.

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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

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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.

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6. Test and personalize for device
and interest
Move beyond just basic personalization

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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.

48. It’s about context, rather than just
content
Demographic Historical Situational

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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.

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7. Capitalize on data-based insights
Don’t let technology be a substitute for
strategy

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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.

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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

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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.

57. Thank you
Stephen Powers
spowers@forrester.com
@sa_powers

58. McGladrey

59.  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

60.  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

61.  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

62. So how did we re-calibrate?

63. 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

64. 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

65. 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

66. 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

67. 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

68.  ROI of Responsive Design
 Adobe Marketing Cloud for tracking analytics
 Measuring Lead Generation
 Measuring Conversion
Measuring the Results

69. Connect With Us
Patricia Mejia
CMO, Siteworx, LLC
703.657.1296
patricia@siteworx.com
www.facebook.com/Siteworx
@Siteworx
www.siteworx.com