Agenda

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(No Transcript)
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Agenda

• Why were here today
• B2B Marketers use of Social media/Web 2.0
  tactics
• Measuring and leveraging results
• Enlisting Forresters help
• Next steps

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Why were here today

• Social computing offers new ways to reach and
  engage B2B tech buyers
• Relying on traditional marketing practices is now
  insufficient
• Marketers embracing this new paradigm can build
  customer relationships that increase market share
  and loyalty
• There are numerous examples of best and worst
  practices.
• We want to provide you with the knowledge and
  tools you need to set appropriate goals and
  achieve appropriate results.

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Why were here today

• Welcome to content thats additive to what youve
  always received from Forrester.
• Analysis of technology futures, demand, and
  competitors for your markets written to your
  role, not just for end users
• Research designed to help you improve how you
  accomplish key functions of your job, not just
  for B2C marketers

Forresters B2B and Social Marketing Strategies
for B2B Tech Marketers is one of many new outputs
of this additive research available to you
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Agenda

• Why were here today
• B2B Marketers use of Social media/Web 2.0
  tactics
• Measuring and leveraging results
• Enlisting Forresters help
• Next steps

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B2B marketers begin to adopt social media
Which of the following interactive tactics does
your marketing organization use?
Email newsletters
2
86
Webinars and/or teleconferencing
75
8
72
11
Microsites, landing pages, or personal URLs
Online display ads (static or dynamic)
66
4
Rich media demonstrations/apps
60
10
Video marketing (brand, product, or testimonial
39
10
33
13
RSS feeds
Blogs
31
17
Podcasts
29
12
Online communities or forums
15
28
Social Networks (e.g., LinkedIn, Facebook)
25
17
Customer (or partner) contributed content
10
23
Virtual tradeshows or conference
21
10
Contextual or behavioral targeting of ads
6
19
Base 189 B2B marketers
Source Forresters Q1 2008 B2B Online Social
Computing Survey
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Business buyers are turning to social media
Which of the following Web 2.0, digital media do
you use to do your job?
Base 878 B2B decision makers/ purchasers
Source October 2007 American Business Media
research report titled The Digital
TransformationThe results of this study are
publicly available at http//www.americanbusines
smedia.com/abm/Research_Marketing.asp?SnID3940960
93
8
But most tactics underperform against expectations
Building brand awareness
Source Forresters Q3 2007 B2B Marketing
Panel/MarketingProfs Online Survey
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Most tactics underperform against expectations
Generating leads
Source Forresters Q3 2007 B2B Marketing
Panel/MarketingProfs Online Survey
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Top marketers break out of traditional habits

• Think buyer first Know buyers propensity to
  use social media and how to engage them
• Set measurable goals Clearly communicate what
  success looks like anticipate what can go wrong
• Perfect their basics make sure search, email,
  and Web site are fine-tuned into lead generation
  machines
• Experiment set aside percentage of program
  dollars to spend on new digital tactics
• Embrace and integrate digital Dig deep into
  whats happening with social media in your
  industry

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Integrate different media/tactics together
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Make product demos interesting, fun, and viral
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What does this mean for B2B marketers?

• Todays experiments will become tomorrows
  results
• Experiments succeed with upfront planning and
  systematic measurement
• Social media work best when you have an objective
  that fits your customers and your strategy
• To plan well know your customers willingness to
  engage in social computing

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Social Technographics

• Tool for profiling buyer social behavior.
• Forresters benchmark of consumers approach to
  social computing technology that looks at their
  level of participation in Social Computing
  behaviors.
• Business buyers are consumers too.
• Diagnostic to use before setting strategy and
  for understanding how Web 2.0 impacts buyer
  behavior in the sales process.

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Social Technographics Groups
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Social Technographics Groups
US onlineadult population(at least
monthlyparticipation)
Source Q2 2007US Social Technographics Online
Survey, N 10,010
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Example Brand users have different profiles
of US onlineadults
?
Base US adult online consumers who own each
brand of PC
Source North American Consumer Technology
Adoption Study Q4 2006 Devices Access Online
Survey and Q2 2007 US Social Technographics
Online Survey
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Agenda

• Why were here today
• B2B Marketers use of Social media/Web 2.0
  tactics
• Measuring and leveraging results
• Enlisting Forresters help
• Next steps

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Emerging tactics create measurement challenges

• How have you measured success of the following?

Linked to
Increased
Brand
Too early
to tell
sales
awareness
Inquiry
Leads
Partners
Goodwill
site traffic
3
3
68
12
3
1
8
3
Video marketing
NR
31
25
17
10
4
10
2
Social networks
21
27
32
11
3
6
NR
NR
RSS feeds
6
25
26
14
5
23
1
NR
Online display ads
10
25
6
23
6
4
2
25
Online communities
Blogs
22
24
14
22
2
2
5
9
4
22
20
11
2
20
17
4
Email newsletters
14
22
10
15
10
25
NR
5
Rich media apps
NR
9
27
13
11
6
26
9
Podcasts
Webinars
6
8
4
13
13
1
49
7
NR
3
17
12
11
1
53
4
Branded microsites
Base 189 B2B marketers (percentages may not
total 100 because of rounding) Note NR no
response
Source Q1 2008 B2B Social Computing And
Installed Base Marketing Online Survey
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Bottomline todays attendees dont rate Web 2.0
tactics high in their marketing plans
How significant are these Web 2.0 tactics to
your 2008/09 plans?
Base 120 registrants participating in pre-show
survey
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Key lessons for B2B marketers

• Web 2.0 tools will shift marketing focus from
  lead generation to customer lifecycle management.
  This requires
• Willingness to experiment backed by
  benchmarking and the use metrics to expand and
  improve programs
• Deeper customer knowledge and profiling
• Ability to systematically measure results with
  a focus on customer value as ultimate measure of
  success
• Programs that integrate online and traditional
  tactics better engage customers and accelerate
  their buying journey
• Web 2.0 marketing will require more technology
  investment to build and develop customer
  community and dialog

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Agenda

• Why were here today
• B2B Marketers use of Social media/Web 2.0
  tactics
• Measuring and leveraging results
• Enlisting Forresters help
• Next steps

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Why marketers have enlisted Forresters help
Marketers goal
Forresters unique value

• Social Media Optimization
• Forresters POST methodology
• Best practice and case study library

Proven methodologies
Most importantly, the combination of all three
from one firm
Assurance that social marketing strategy aligns
with end-user behaviors

• Demand side, end-user perspective
• Social Technographics
• 11,000 B2B WW tech buyer and influencer
  interviews

• Supply-side insights
• B2B Tech Marketing research panel
• Best practice interviews with leading tech
  vendors
• 5,000 vendor briefings annually

Confidence that social marketing strategy
differentiates from competitors
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How Forrester helps marketers improve their
social media strategies
Social media strategy components
Delivery options
Strategy development (POST methodology)
Social Strategy Primer (1-2 hours)
Social profiling of target buyers and influencers
Social Strategy Workshop (one day)
Engagement type
Optimizing the B2B marketing mix
Social Strategy Development/Enhancement (customize
d project)
Measuring results
Depth, customization and investment
Components can be commissioned separately
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Next steps

• Read the recent research
• How To Derive Value From B2B Blogging, June 2008
• Tech Marketers' Online IT Community Playbook
  Making Tech Marketing Socially Correct , March
  2008
• Objectives The Key To Creating A Social
  Strategy Introducing the POST Method People,
  Objectives, Strategy, and Technology, October
  2007
• If you havent started, try getting your toe wet
• If youve already started, make sure strategies
  and tactics align with your customers social
  behavior and willingness to engage in community
  marketing
• If youd like additional guidance, reach out to
  your peers, colleagues or Forrester

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Q A
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Thank you