Presented by Kim Celestre, Senior Analyst, B2B Social Marketing, Forrester at TechConnect:12.

1. Marketers Must Adapt To The
Digital Age
Kim Celestre
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2. The Digital Age Puts Control In The
Hands Of The IT Decision Maker
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3. Today, IT decision makers access multiple digital
touch points along their journey
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4. they selectively seek various content sources
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5. and they shape perceptions about your brand
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6. Marketers Can Overcome This
Challenge, By Adapting To Today’s
Digital Engagement Model
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7. Marketers must develop the right “formula”
to reach IT decision makers
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8. 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”
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9. The modern B2B marketer creates interactions
that generate positive business outcomes
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10. The traditional funnel does not apply in today’s
digital age
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11. Today’s funnel: it’s complicated
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12. 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
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13. 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
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14. The Most Effective Way To Engage With
ITDMs Is Through A Community
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15. 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
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16. 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
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17. 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
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18. 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
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19. IT decision makers invest their time in a social
network as long as it has:
Trust
“[I’ve] been able to validate information
(vendors, products) and bounce ideas
with others.”
–Senior IT decision maker, Consumer
goods
Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012
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20. IT decision makers invest their time in a social
network as long as it has:
Trust
“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
Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012
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21. IT decision makers invest their time in a social
network as long as it has:
Efficiency
“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
Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012
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22. IT decision makers invest their time in a social
network as long as it has:
Efficiency
“[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
Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012
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23. IT decision makers invest their time in a social
network as long as it has:
Relevance
“[Allows] me to obtain best practice
information from other peers within
our specific industry in an unbiased
manner.”
–Business executive, Manufacturing
Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012
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24. IT decision makers invest their time in a social
network as long as it has:
Relevance
“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
Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012
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25. IT decision makers invest their time in a social
network as long as it has:
Relevance
“Leverage ... interest groups for
key topics and source information
on products and services”
–Sales Manager, High Tech
Source: A commissioned study conducted by Forrester Consulting on behalf of LinkedIn, August 2012
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26. 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
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27. 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
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28. 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
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29. Thank you
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