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We looked at B2B versus B2C Digital Quotient scores across the four dimensions and also peered into the survey data for details on underlying practices for each dimension.
Strategy—attention deficit. B2B companies are behind B2C companies in how they use digital tools and data to set strategy. They often treat overall strategy and digital strategy differently.
Organization—beyond legacy structures. Most B2B players haven’t taken concrete steps to mobilize the organization around digital tools and data.
Capabilities—skills deficit. With lower levels of strategic focus and organizational discipline, it’s not surprising that B2B companies are behind those in the B2C sector in digital capabilities.
Culture—a firm base. On average, across cultural DQ measures, B2B companies aren’t far behind their average B2C counterparts in core areas such as trust and internal and external agility.
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In the short-term, these APIs and iPaaS solutions faciliate best-of-breed marketing stacks — the most popular approach to marketing technology today according to a recent study by WalkerSands.
Many of today’s marketing stacks could be characterized as “macroservice architectures” — big chunks of semi-closed applications that have relatively small pipes of data being exchanged between them.
However, it’s not much of a conceptual leap to see how these best-of-breed stacks can evolve into more flexible microservice architectures with more versatile and powerful interactions that span an entire business.
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1. Commitment to digital at a strategic level
Some B2B companies are embracing an “all in” digital strategy. Strategic shifts like that are hard. They require gaining management consensus around a shared vision, challenging time-honored institutional truths, and learning new skills and practices on the fly, but it can make a huge difference.
2. Creation of consistent experiences online and off
3. Use of data to enable and empower the sales force
Top-performing B2B companies are using advanced analytics to improve their insights-generation capabilities and deploying tools that help marketing and sales understand what offers, content, and services will hit the right notes with key segments. Advanced analytics can also help sales reps navigate a more crowded purchasing environment. Data-enabled marketing practices allow B2B companies to create highly targeted campaigns that can break through the noise and forge meaningful relationships—a critical capability in a competitive or fragmented market.
4. End-to-end connection of processes to improve insight and decision making
5. Creation of a culture anchored on innovation and execution
Leading B2B companies are at the forefront when it comes to deploying agile development practices and rapid experimentation.
6. Willingness to shake up the organizational structure and metrics to support digital aspirations
DQ leaders strive to create an organizational structure that supports their digital transformation.
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It is useful to think about investments in digital as essentially investments in change. It includes changes in how an organization interacts with its customers, citizens, or patients; in operational processes; in business models; in supply chain relationships; and in how employees use information to generate insight.
One tool that I have used to great effect to improve the likelihood of a successful result from digital investments is the benefits dependency network (BDN). This tool seeks to get managers to identify and map all the changes that they will be required to make if expected benefits and outcomes are going to be delivered. It also illustrates very clearly how this change will be enabled and shaped by digital technologies. The resultant network shows how each of the expected benefits will be delivered through a combination of technology and business changes and how these are related to each other.
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marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control.
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Organizations worldwide will spend approximately $20.2 billion on software solutions for marketing in 2014. The marketing software market is expected to grow to more than $32.3 billion in 2018. It will be one of the fastest-growing areas in high tech, with a compound annual growth rate (CAGR) of 12.4%. Over the five years from 2014 to 2018, organizations cumulatively will spend $130 billion on software for marketing departments. This forecast includes a wide range of solutions in four broad categories: interaction management, content production and management, data and analytics, and marketing management and administration. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
1. Winning with websites Websites still matter. And guess what? They might actually count as a classic piece of content marketing. Think about it. Where do people go as a result of all your marketing communications? Where is the one place you have total control over message, first impression and access to engagement statistics? 2. Getting found and staying found Having a search engine optimisation strategy for your business helps to provide a structured approach to identifying the words that your customer and prospects use to then position your products and services to meet their needs. 3. Targeted touch points with high impact email Email marketing is so much more than the email. It is the seduction of a problem resolved, the usable and useful nature of the solution, the context in which it is offered and where it is housed. Consideration, too needs to be given to the power of putting the right content in front of the right people at the right time. Email is still the only direct way to access the people you want to interact with most. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Excerpt...
Forrester has written about enterprise marketing software (EMS) for almost a decade and in the course of that 10 years, there are a meager two things that have stayed the same: 1) the name and 2) the fact that we're talking about technology marketers use. Beyond that, the EMS space has undergone enough major change to be almost unrecognizable from earlier renditions. To that end, I just published a new/old report called "Let's Revisit The Enterprise Marketing Software Landscape (Again)" that builds on our existing years of research but offers a signifcant makeover to the categories and how we think about the components of the marketing software technology stack. Where used to put capabilities into four pretty traditional buckets - marketing management, brand management, relationship marketing, and online marketing - now we offer four new buckets, based on our contextual marketing research. The four new categories are interactions, analytics, insights, and automation. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Intermediate/ Excerpt...
As Forrester Research points out in their new report, “The Future Of Business Is Digital,” this isn’t about simply having a web presence or an app. Digital is a part of every aspect of business from how products are made sold, to the gathering of marketing data, even how your employees are tracked and paid. And, though some businesses have been forced to transition faster than others, there’s not a single area that can afford not to change. ____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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A visual breakdown of marketers' challenges, triumphs, and engagement priorities.
____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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This B2B marketing strategy infographic shows lead generation trends to build market awareness and fill the sales funnel at a low blended cost per lead.
____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Intermediate/ Digest...
1. Think Outside the Category. I don't think anyone would argue that it's about damn time that this trend hit B2B. Business-focused digital properties have generally seemed to be predicated upon one flawed truth: when their customers leave their job at the end of the day, they unplug and store themselves in a closet where they experience nothing before returning to work the next morning. Think this sounds far-fetched? I can't think of any other explanation for why digital in B2B has been so uninspired, confusing, and poorly designed in this golden age of user experience. No matter what your job might be, you're a consumer when you are not working, and experiences like buying from Zappos, using a PS4, installing a Nest, or turning to the Starbucks app daily provide a window into the possibilities. I recently came across a good article detailing the value of responsive design for business-to-business, and that's just one of many best practices that's being missed. 2. Be First. First mover advantage is huge, and amplifies any marketing spend. You get to define where the category is moving, and that alone is going to make a difference in the mind of your customers. In short, fortune favors the bold. 3. Borrow the Cool. You don't have to do cool stuff to associate yourself with cool stuff. Accenture doesn't sell anything tangible, but their clients do. They are shameless about co-opting their interesting client businesses to make their business seem not just quantitatively innovative, but qualitatively better. ____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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In 2014, marketers will need to seek out tools that help them produce valuable and engaging content that works to connect their brand with customers.
Intermediate/ Excerpt...
Sure, you can tally up retweets, check email campaign open rates, or add up page views, but what does that actually tell you? It gives a broad indication of how many people are touching a piece of content, but it doesn't help with understanding: 1. Data Point: The type of device someone is using to consume your content. Action Step: Review (and possibly reallocate) design resources to optimize different content pieces based on the most popular devices used for retrieving and viewing. 2. Data Point: The most boring, exciting, confusing, engaging, (fill in your own "-ing" here) parts of your content. Action Step: Edit sales material, training documents, product videos, etc. based on specific information related to how users are interacting with your PowerPoints, videos, PDFs, etc. 3. Data Point: Detailed demographics that include the viewer's email address, location, and how long they're spending with content. Action Step: Identify popular content pieces (and/or sections within) for repurposing or reprioritization, while zeroing in on target audiences. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox: http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Digest...
I map out approaches to answer two common questions squeaked out by anxious digital marketing execs: (1) Where do I start? and (2) How did I do? To answer the first one, I focus on the two (yes, two) dimensions of brand positioning and purchase cycle. My research showed that the decision about which digital channels and formats to buy is actually rooted in the strategic position of your brand. A second dimension is the consumer’s purchase frequency, because it determines how much of your target is actively in market at any moment. The second question – “How’d I do?” – relates to what used to be called measurement, back when digital marketing itself was a trailer park on the edge of town. Today it’s called analytics and everybody wants a piece. My research shows how a simple visual map of the consumer’s potential journey through your campaign, combined with a basic stimulus-response model, can really open the kimono on your campaign’s true value. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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26 Digital Marketing statistics you shouldn't miss with downloadable quick reference infographic.
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A talk given at the Future Of Digital Marketing conference in London June 2013
Important excerpt...
One of the reasons that 70,20,10 is so broadly applicable as a model is because new things rarely kill old things, we need to embed dgitally native practices like optimisation and amplification into our businesses, but we also need to leave room for continuous innovation. The three horizons model enables a portfolio approach to innovation, mixing incremental with the radical. Horizon 1 focuses on innovations that improve your current operations, or focus on existing markets or technology, and so are incremental. 70% of resource might be applied here. Horizon 2 concentrates on extending your current competencies into related markets, or existing technologies and markets that you don't currently serve/use. This might be your 20%. Horizon 3 is about innovations that will change the nature of your industry, or seed options for the future. This is the 10%.
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The 2013 Inc. Digital Marketing Survey results, by Vocus and Inc. Magazine.
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Gartner surveyed over 200 marketers from U.S.-based companies with more than $500 million in annual revenue, across six industries, to understand how they are allocating their budgets and which activities are contributing to their success.
Top findings...
- Finding No. 1: 10.4% of 2012 Revenue Was Spent on Marketing, and Budgets Will Increase 6% in 2013
- Finding No. 2: Digital Marketing Spending Averages 2.5% of Company Revenue
- Finding No. 3: Digital Advertising Accounts for 12.5% of Digital Marketing Budgets
- Finding No. 4: 41% of Marketers Say That Savings From Digital Marketing Are Reinvested
- Finding No. 5: Up to 50% of Digital Marketing Activities Are Outsourced
- Finding No. 6: 70% of Companies Surveyed Have a Chief Marketing Technologist — 80% of Them Report to Marketing
- Finding No. 7: The Top 3 Digital Marketing Activities Key to Marketing's Success — Corporate Website, Social Marketing and Digital Advertising
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One of the first trends we saw from the report is the clear cyclicality in the B2B space with first quarter of 2012 and from September to mid-November, showing the strongest performance in terms of traffic.
Article synopsis...
Q1 (January-March) and September to mid- November are the peak seasons, while summer time and the end-of-year exhibit slow traffic trends. Organic Search is the #1 driver of traffic to B2B websites, followed by direct traffic (40%) and referrals (11.50%). Despite the increased adoption of social media by B2B in 2012, itʼs still only a fraction (1.90%) of total traffic to B2B websites.
Similarly to the traffic breakdown, the top three sources of leads are direct (34%), organic search (26.50%) and referrals (12.50%). However, the relative lead conversion rate between sources is very different with paid search and email contributing proportionally more leads than their traffic share.
The average conversion rate among all B2B websites in the report, across all sources is 1.60%. Email shows the highest conversion rate compared to all other sources. Surprisingly, organic search, the #1 driver of traffic, is at the bottom of the conversion rate list, second only to social media among the sources with the lowest conversion rates.
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![Email and Speed Top the Modern Marketer’s Agenda [Infographic] - Eloqua | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/R7O3d2OiwQVYoh5NNZS8KvL6dadsvGA8m9WNoVsbzkY=)
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Well, #4 is heartening. Need to get off the hamster wheel, folks.
marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing. Go here to submit RFQs. #MarTech #DigitalMarketing