Learn how companies can use data to align the offline and online journey for their customers.

2. Anudit Vikram
Bridging The Divide
INTEGRATING OFFLINE & ONLINE CHANNELS FOR B2B MARKETING
/un-oo-dit vik-rum/
SVP, Advanced Marketing Solutions

3. Data is the key which brings
your sales and marketing
programs together.

4. 1 2 3
Defining
characteristics
of
B2B
Marketing
The Offline -
Online
Construct
Data as the
glue

5. B2B marketing is different

6. 6
is more important than ever with
a projected 3.7% growth in
event marketing and advertising
F2F
Annual Advertising & Marketing Study 2016: B2B
Advertising
Outsell
67% of the buyer’s journey is
now done digitally
DIGITAL
Three Myths of the ‘67 Percent’ Statistic
Sirrius Decisions
The B2B dichotomy
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING

7. 7
Experienced class who are now
learning the digital ways
THE DIGITAL
IMMIGRANT
Newer rank-and-file who have
grown up in the digital world
THE DIGITAL
NATIVE
The B2B dichotomy
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING

8. 8
The B2B dichotomy
GROWTH
ENGINE
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
Marketers need to
drive growth, not
simply generate leads
… and evolve from the
classic funnel model to
an omni-channel
engagement model

9. It is necessary to connect the online & offline
worlds

10. 10
Visits Website
Attends Webinar
Visits Blog
Downloads
Case Study
Signs Up for
Newsletter
Online Research Qualification Call
Qualification Call
Personalized
Email
Event Invite
Event
Attendance
Sales Meeting Purchase
Digital Face-to-FacePhysical
Web Forms
Executive
Decision Maker
Influencer
The B2B buyers journey is complex
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING

11. 11
The marketing stack spans the offline & the online
Anonymous
Prospect finds
brand content
Digital
presence delivers
content of interest
Merketing Automation
orchestrates ongoing
engagement
Prospect identifies
themself, requests
engagement with sales
Lead handed off to
sales closer for
qualification pursuit
Website/CMS
3 4 52 31
DMP/ BI
SEO
Marketing Automation
Retargeting
Website
CMS
CRMWeb Forms
Contact Centers
ActivityTechStack
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING

12. 12
Inconsistent customer and
prospect knowledge results in
reduced marketing performance
INEFFECTIVE SALES
PROCESS
70% of marketers are either
unhappy or only marginally
happy with marketing
automation ROI
UNACCEPTABLE
CAMPAIGN ROI
Customers are frustrated with
generic B2B marketing programs
and irrelevant programmatic
content
IRRELEVANT
CONTENT
The disconnect between offline & online is frustrating
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING

13. It is necessary to connect the online & offline
worlds
Data is the glue which connects the systems

14. 14
Data helps align tactics and technologies
Industry Intelligence
Company Triggers
Decision-Makers
Financial Health
Corporate Linkage
Purchase History
Org Chart
Industry Intelligence
Contact: Email & Phone
Influencers
Cookies
Anonymous Identifiers
Referring Domain
Firmographic
Intelligence
Contact Titles
Contact Role/Function
Visitor Intelligence
Content Interaction
GROWTH
ENGINE
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING

15. 15
Use Data to align the offline and online journey
Anonymous
Prospect finds
brand content
Digital
presence delivers
content of interest
Merketing Automation
orchestrates ongoing
engagement
Prospect identifies
themself, requests
engagement with sales
Lead handed off to
sales closer for
qualification pursuit
Activity
Links ”anonymous”
visitor to business
identity and retrieve
business attributes
Feeds visitor profile into
Marketing Automation
RTP module to drive
personalization
Leverages profile data
to segment into
relevant nurture
streams
Validates lead form
data and enrich for
scoring and routing to
sales
Delivers accurate
account and contact
profiles to CRM
Business Identity Layer – Online/Offline Identifiers, Firmographics, Contacts,
Analytics Layer – Predictive Scores, Risk Indicators, Share of Wallet
DSP Marketing AutomationWebsite/CMS CRMWeb Forms
TechData
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
Website/CMS
3 4 52 31

16. 16
Generate and consistent and
holistic view of your key
performance indicators
USE THE RIGHT
TOOLS
A common identity which can be
used and is persistent across the
systems you use
ESTABLISH A
CURRENCY
Recency, Frequency,
Completeness of your company
and contact information
KNOW YOUR DATA
The keys to ‘Data-Inspired’ success
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING

17. Thank you
vikrama@dnb.com
www.linkedin.com/in/anudit