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HPE Guide to Digital Marketing HPE Guide to Digital Marketing Get started 1 Your customers have gone digital. You should, too. 89% These days, B2B buyers are using digital resources to research solutions, of B2B buyers go online during their purchase process1 engage with brands, and make purchase decisions. They’re in control, choosing when and how to engage with content and brands. That’s why it’s important for your brand to maintain a strong, consistent online presence. Digital marketing helps you stay competitive by reaching your customers where, when, and how they access content online. 66% 66% of a B2B buyer’s journey is spent interacting with digital content and this is consistent throughout the buying process.1 1 Source: SiriusDecisions, 2018 2 Accelerate your digital marketing efforts About this guide with HPE Whether you’re a savvy, experienced digital marketer or just beginning your digital marketing journey, HPE is dedicated to The HPE Partner Ready Digital Marketing Program gives partners access to a providing you with the information and resources you need comprehensive suite of digital marketing resources, tools, and content to help them to help you enhance your expertise and improve your digital accelerate their digital marketing practices and drive effective, multi-channel marketing marketing successes. campaigns that ultimately yield more pipeline and generate more sales. It provides partners the opportunity to: This guide is designed to help you advance your knowledge of digital marketing and take advantage of HPE content, tools, and • Assess their level of digital marketing maturity and identify areas where their resources that can assist and enhance your digital marketing companies should focus to further develop their digital capabilities. It also provides efforts. The content includes everything from quick-read recommendations on where they can supplement their own expertise with tools and infographics to detailed whitepapers that let you dive content from HPE. deeper into digital marketing topics. • Educate themselves and build their digital marketing proficiency through the HPE Partner Ready Marketing Pro Academy which offers workshops and online educational content that shares insights on the latest digital marketing trends and best practices. • Collaborate with HPE marketing teams or Marketing Services Agencies who can supplement their own resources and provide digital marketing expertise, insight, and support to help facilitate the planning and execution of their co-marketing efforts. • Empower their marketing teams with ready-to-use, customizable content, campaigns, and tools to enable them to quickly and easily launch digital and social activities. Learn more about the program by accessing the HPE Partner Ready Digital Marketing Program eBook or visit the program page on the HPE Partner Ready Portal. 3 Learn more about digital marketing Digital Marketing Digital Advertising Content Marketing Lead Nurturing Social Media Marketing Social Selling Search HPE Marketing Tools and Resources 4 Digital Marketing 5 Digital Marketing Build relationships to drive more business with digital marketing. More than ever, people are consuming content and acquiring information through digital channels. The days when a customer engaged with a salesperson have been replaced with online research and peer recommendations via social media at all stages of the buyer’s journey. Along with human interaction, digital marketing plays an important role in building trust with your B2B prospects and helping them move through their buyer’s Defining digital journey—and that role continues to increase. It provides an opportunity to make marketing strong, meaningful connections with customers by making relevant digital content readily available no matter where customers are in their buyer’s journey. The more Simply defined, digital content marketers make available, the more opportunities customers have to marketing is the access and consume it. This builds trust in your brand and drives more business by promotion of products, positioning your company as an industry thought leader, making customers more likely to purchase the products, solutions, and services you provide. solutions, services, and brands via electronic According to a recent study, 57% of brands say that content download forms media. It includes the generate leads with the highest conversion rates. In the same study, these companies identified research reports, social media content, website articles, blogs, delivery of content and case studies, and whitepapers to be the types of digital content that deliver the advertising through highest customer conversion rate.1 digital channels such as search engines, websites, social media, email, and mobile. 1 Source: https://www.smartinsights.com/digital-marketing-strategy/which-content-type-generate-the-most-leads/, September, 2017 6 Digital Marketing Where does digital marketing fit in the buyer’s journey? Earn attention Digital marketing encompasses the full buyer’s journey. You can make the greatest impact through advertising and search to earn attention, then incorporating lead Engage and persuade nurturing and content marketing for the engage and persuade phase, and finally Commit to purchase utilize social selling to help close the sale. Access the following HPE content and resources to learn more about how to Access all on PSNow incorporate digital marketing into your overall marketing campaigns, and reach customers at each stage of their buying journey. HPE Partner Ready Digital Marketing Program HPE eBook • Explains how the HPE Partner Ready Digital Marketing Program can help you improve your digital marketing proficiency and drive more effective digital campaigns • Directs you to available HPE tools and resources designed to support your digital marketing initiatives. Access now Digital Marketing Overview Digital marketing overview HPE Article • Provides a detailed overview of digital marketing, its components, Get started Sales guide For HPE and Channel Partner internal use only. and how to create the right mix of digital marketing strategies and tactics for you. Access now Digital Marketing Optimization Checklist Digital marketing checklist HPE Article • Access helpful checklists on a range of digital marketing topics. • Shows how you can optimize various digital marketing tools, Sales guide For HPE and Channel Partner internal use only. including video, SEO, and mobile. Access now 7 Digital Marketing Programmatic 101—The Rise of Programmatic The rise of programmatic in B2B marketing In an always on, always connected, multi-channel and multi-device world, the B2B buyer’s journey has become increasingly fragmented. Potential customers in every phase are putting in more time on screens than ever before—and where customers go, brands must follow. As a result, connecting with customers is increasingly more intricate. Marketers must be able to plan programs and messages to be consumed in B2B Marketing seamlessly across every point of interaction. It’s not about throwing the same message across every channel and hoping it works. What is programmatic marketing? One trending solution that is helping B2B digital marketers connect with customers in this changing landscape is programmatic marketing. Simply put, programmatic is the use of technology to automate the buying, selling or fulfillment of online media. It can include tools that help automate everything from rate negotiation and campaign set up to optimizations and actualizations.1 HPE Article Programmatic is here to stay 1 What’s in Store for Programmatic. CMO website. 2 Programmatic 101: DSPS Explained. Centro website. Programmatic isn’t anything new. But over the past few years, it’s established 3 US Programmatic Ad Spending Forecast: Most a proven track record of boosting media buying efficiency and improved Mobile Display And Video Ad Dollars To Be Automated By 2018, eMarketer Inc., 2016 targeting. And the proof is in the numbers. Programmatic ad spending 4 eMarketer Inc. reached nearly $15 billion in 2015, and that figure is expected to reach Germany mobile programmatic ad spend $20 billion by the end of 2016.2 UK mobile programmatic ad spend China mobile programmatic ad spend Marketers are transitioning their focus to programmatic, especially when it 5 Interactive Advertising Bureau Europe (IAB Europe) and IHS, “European Programmatic comes to digital display (banner ads, rich media, etc.). In 2016, programmatic Market Sizing 2015,” September 14, 2016 will account for 73.0% of all US digital display ad spending.3 What’s more, 6 Programmatic Ad Spend in Japan Reaches Mobile Tipping Point, 2016 programmatic’s share of US digital display ad spending will reach $37.88 billion, by 2018.3 The numbers around the globe are equally persuasive: • Defines what programmatic marketing is, why it’s important, and Germany EMEA Japan €127 million €34 billion ¥130 million 2014 2014 2014 €11 billion4 €578 billion5 ¥2794 million6 2018 2015 2018 UK China £623 million $421 billion 2014 2014 £32 billion4 $2294 billion4 2018 2018 Sales guide For HPE and Channel Partner internal use only. the basics on getting started. • Includes statistical insights as to why a growing number of B2B marketers are embracing this technology. Access now HPE Enterprise Customer Personas Guide HPE Article • Provides an in-depth view into the key behaviors, attributes, motivations, challenges, and goals of our key enterprise customers personas. • Shows how to easily connect with them by delivering content and messaging that addresses
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