B2B marketers typically use last year’s plan as a starting point for next year’s marketing planning process, making changes only to accommodate new goals and current-year budget realities. As a result, go-to-market plans have become habitual and marketing performance becomes incrementally more or less effective year over year. Marketers at top-performing companies take a different approach. They experiment, pilot, and test. They are the vanguard with go-to- market strategies that set them apart from their peers at companies with average performance. In this presentation, Ms. Wizdo will unveil new research data from Forrester’s Q3 2012 B2B Marketing Tactics and Benchmarks Survey to provide planning guidance that will energize your marketing strategy in 2013. While there is no “paint by numbers” formula for the perfect marketing mix, B2B marketers can leverage the proven practice of top-performing marketing organizations to inform their own marketing mix decisions.

1. Marketing Strategy and
Tactics of Top Performers
Lori Wizdo, Principal Analyst
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2009

2. What is a top performer?
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3. Research Informs our Insight.
§ Consumer Technographics
§ B2B Social Technographics
Top § Tech Marketing Navigator
Performers § Marketing Organization and
grew Investments
revenues § Marketing Tactics and Metrics
faster than
plan in the § + Countless other research
prior year. panels
§ + Endless Inquiries
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4. We surveyed practitioners!
Budgeting 69%
Setting Strategy 81%
Executing demand management programs or
campaigns 78%
Directly managing people who execute
demand management programs or campaigns 65%
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5. Q. We asked these practitioners:
• what they are doing,
• how they are doing it,
• what’s working,
• what’s not working,
• how they are measuring it.
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6. Why do we care about the
tactics of top performers?
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7. Because Revenue is the key metrics for
B2B marketing execs
Revenue-related metrics 71%
Brand awareness 43%
Customer satisfaction 43%
Customer lifetime value 24%
What’s your
Transaction conversion rates 13%
most key
7 © 2012 Forrester Research, Inc. Reproduction Prohibited
metric?
9

8. And, because we spend a lot of money to
drive that revenue.
Customer Lead
Community Origination
Management 22%
9% 12% Lead
Branding/
Awareness Nurturing
BTW,
Marketing 10% Marketing 10%
Operations
Budget
Remain at Customer
Channel 20% and Market
about 2% Enablement
Intelligence
of
Revenue 8% Field Product 11%
Enablement Marketing
8% 13%
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9. Q. What consumes the
larger slice of the
marketing budget?
Pay-Per-Click, Display
Ads or Tele-prospecting?
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10. Distribution of Marketing Program Budget
Other, 14
Webinar, 6 Website, 18
Data
Events, 9 Sources, 9
Tele, 5
Tradeshows,
16 PPC, 8
Display
Ads, 9
Synd.Cont,
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6

11. Lead-to-Revenue Management
Blogs
Direct Mail Email Podcasts Display Ads
Attract Capture Nurture Convert Expand
Trade Shows Vendor Events
Videos
Message Boards Print Publications
Social Media
11 © 2012 Forrester Research, Inc. Reproduction Prohibited It’s Complicated

12. It’s Getting Harder!
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13. Top performers use a
different mix at all stages of
the Lead-to-Revenue
process.
Attract Capture Nurture Convert Expand
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14. Q. What are your top four
tactics for building
awareness?
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15. To attract the right prospects,
top performers practice the
fine art of being found.
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17. Top Tactics: Attract
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18. Top Performers Use an Artful Mix of Old and New
36% vs. 34% 33% vs. 29%
31% vs. 29%
21% vs. 28% 31% vs. 29%
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19. Q. What statement best
describes your PR
Strategy?
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20. The majority of our PR efforts are driven
by our thought leadership program 15%
The majority of our PR efforts are
around company and product news 68%
We have about an even mix between
thought leadership and company/
product news 17%
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21. Q. What are the top five
tactics for lead
origination?
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23. Top Tactics: Capture
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24. Top Performers Use an Artful Mix of Old and New
34% vs. 31% 31% vs. 26%
26% vs. 20%
23% vs. 23%
25% vs. 23%
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25. Q. What are you doing in
Content Marketing?
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26. Content Marketing
Decreasing Currently Expanding
Presentations 4% 43% 16%
Infographics 0% 43% 10%
On Demand Webinars 2% 45% 12%
Video 2% 47% 12%
Podcasts 2% 35% 14%
Whitepapers 4% 49% 10%
Are Whitepapers Waning
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27. Q. What is your biggest
content marketing
challenge?
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28. Make Relevant Offers
Getting the right customers/prospects to view the
content 33%
Producing engaging content 14%
Developing a content strategy 14%
Talent to produce content 11%
Lack of interdepartmental agreement about
content strategy 11%
Cost to produce content 9%
Collecting content usage statistics 7%
Other, please specify: 0%
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29. Q. Who is creating content?
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30. Content Creators
5%
8%
9% Marketing Staff
45% Agency
Other Staff
12% Customers
External Journalist
Other
21%
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31. Q. What are the top five
tactics for lead nurturing?
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32. Lead Nurturing is not a
new B2B marketing
concept.
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33. Lead Nurturing Circa 2006
Lead Lead
Origination Nurturing Sales
The primary role
of lead nurturing
Marketing’s key was to stop
focus was getting “warm” leads
new names from leaking out
into the funnel. of the funnel.
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34. Why the 1st Generation of Lead Nurturing didn’t work.
Serial Touches
Seller Buyer
Eventual Sale
1st Generation Lead Generation was,
all too often:
About US, not the
Drip Marketing On Systematic Sales
customer’s
Steroids Harassment
journey
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35. What is lead nurturing today?
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36. Top Tactics: Nurture
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37. Top Performers Use an Artful Mix of Old and New
39% vs. 41% 31% vs. 28%
28% vs. 26%
21% vs. 15% 23% vs. 18%
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38. Q. Tell us a bit about your
email campaigns
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39. Send targeted email campaigns to specific
segments of our in-house marketing database 76%
Send out company promotions and newsletters to
our in-house marketing list 75%
Launch multi-stage campaigns to purchased lists
or prospects 46%
We send out individualized mails based upon
prospect specific data and behavior 31%
Other, please specify: 1%
Opportunity
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40. Q. What is the most typical
CTA for the majority of
lead gen campaigns?
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41. Completes a download form 20%
Downloads or orders a time-bound trial version
13%
of the product or service
Downloads or orders a free/lightweight version
of the product or service 20%
Request a sales call or meeting 44%
Other, please specify: 3%
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42. It’s not
always this
easy to get
that first
meeting!
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43. Q. What are the top five
tactics for building
customer expansion?
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44. Top Tactics: Expansion
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45. Top Performers Use an Artful Mix of Old and New
36% vs. 31%
33% vs. 29%
31% vs. 28%
28% vs. 30% 30% vs. 21%
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46. Q. WIM
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47. Q. What % of Sales
Pipeline is Marketing
Sourced
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48. There is a lot of room to get better!
On average, only 38% of
pipeline is marketing-
sourced
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49. But, it’s 44% for companies who’ve implemented
marketing automation!
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
All respondents Lead management Lead management
(N = 120) automation: implemented automation: not implemented
(N = 69) (N = 45)
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50. The Pay-Off for Lead Management: Conversion
Nurturing Average conversion ratios from Forrester’s Research
investment MQL SQL Pipeline Won deal End-to-end
Worst 30% 28% 26% 23% 0.13%
performers
Top performers 40% 36% 29% 25% 0.31%
It Works! Nearly triple the end-
to-end conversion
rates
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51. Automating Lead-to-Revenue Management
72% are using
CRM
45% are using
lead
management
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52. May your passion for marketing
automation Pay off in Leaps and Bounds!
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53. Thank you
Engage beyond this event
Lori Wizdo
Community — http://forr.com/CommunityTM
+1 617.613.8805
lwizdo@forrester.com Blog — http://forr.com/BlogTM
Twitter: @loriwizdo
Twitter — http://forr.com/ForrTwitter
www.forrester.com
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