Value Proposition canvas- Customer needs and pains
7 Habits of Best B2B Digital Marketers
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
3.
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
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 Our existing CMS is outdated, proprietary, and functionally and technically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
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
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
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
Notes de l'éditeur
These are core, but you also have satellite tech, too. This is an example. There are a lot of other solutions.
http://www.forrester.com/Focus+B2B+Marketing+Budget+Gains+On+Business+Outcomes+To+Succeed+In+2014/quickscan/-/E-RES102481?highlightTerm=102481&isTurnHighlighting=false
Stephen’s note: I will discuss the rise of content marketing on this slide.
http://www.forrester.com/Focus+B2B+Marketing+Budget+Gains+On+Business+Outcomes+To+Succeed+In+2014/quickscan/-/E-RES102481?highlightTerm=102481&isTurnHighlighting=false
Stephen’s note: I will discuss the rise of content marketing on this slide.
The multiplier effect. B2B marketers are better off spending money on content development efforts that have a multiplier effect. KPMG did this when it filtered and analyzed almost 5 million comments shared during The World Economic Forum in Davos. The weflive.com site made it easy for participants and followers to spot key insights, without wading through the cacophony of voice
http://www.forrester.com/How+To+Build+Your+Brand+With+Branded+Content/quickscan/-/E-RES92961
This slide, we’ll talk about how content remains the foundation of any good experience. For a B2B example, I was thinking of using this: http://newsroom.cisco.com/mynetworkedlife.
Jennifer – talks about intent behind navigation redesign; talks about the impact of faceted navigation
Jennifer – talks about intent behind navigation redesign; talks about the impact of faceted navigation
Jennifer – so how do we know if it’s working?
Ken – talks about how they’re measuring success for the new site