Welcome
Welcome
Enterprise buyers bring consumer purchasing expectations into the workplace; they want relevant information available at any time, with access to easy two-way communication when they need answers to specific questions. These expectations make digital content, information, and interactions essential to delivering a differentiated and effective buying experience, regardless of whether transactions are ultimately completed online or with a salesperson.
To learn more about the impact of digital marketing and selling experiences, Google commissioned Forrester Consulting to survey US-based marketers and buyers of enterprise software and industrial products. The research looked at which digital sources 319 buyers were most likely to use when exploring solutions or offerings. It also studied how 529 marketers perceive the impact of digital on improving lead volume, deal close rates, and deal size. Based on the results, Forrester calculated the relative benefit of investing in 15 important digital tactics.
Click the Start button below to use the interactive calculator – created using the results of this survey – to get a high-level estimate of which current (or planned) digital investments might better impact your leads, deal flow, and ultimately revenue. Please answer each question to the best of your ability.
Questions
Please tell us a little bit about your organization. The calculator will use these numbers to estimate impact, so feel free to approximate if you don’t know the exact number. You can reuse the tool at any time to see how changing the values you enter impacts the potential results.
Questions
Which of the following digital content experiences do you currently offer business-to-business customers? (Select all that apply.)
Which of the following digital capabilities do you currently offer business-to-business customers? (Select all that apply.)
Which of the following digital interactions do you currently offer business-to-business customers? (Select all that apply.)
Questions
Which of the following digital capabilities, interactions, or experiences do you plan to implement for business-to-business customers? (Select all that apply.)
Continue below to see results
Results Overview
Results Overview
Additional investment in:
...will increase your organization's revenue by an estimated
You indicated you are already investing in the fifteen digital tactics we tested in our research. Well done! Read on to learn how to make the most of your current investments.
You have indicated that you are interested in the following digital investments:
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You may also want to consider investing in . This lever has the next-largest impact on revenue beyond the ones you have chosen.
Note: Any single lever’s impact may be amplified or affected by other investments. If you’re curious how different scenarios may impact your organization, feel free to take this assessment again.
What can I do to ensure I see these results from my investments?
Investing in a new or different digital lever is only the first step in seeing different business results. To make digital marketing produce a positive ROI, Forrester’s research into B2B marketing and selling best practices also find:
- Marketing content focused on buyers, the problems they face, and better ways to solve their issues are more likely to increase customer interest and engagement, and ultimately business results, than content focused mainly on features and functionality.1
- No single tactic alone works well for all marketers all the time to either increase brand/awareness or generate demand. 2 With buying teams averaging six members, and each member requiring seven to eight touches to influence their purchase thinking, B2B marketers must use a combination of tactics, delivering one consistent message or theme across channels, to break through buyer inattention and create interest.
- Buyers want to work with suppliers who understand their market conditions, their industry trends, and what they need to achieve in their role. They want to work with sellers who understand their issues, can explain where they can help, and share relevant examples or case studies. 3 Consider factoring this into your digital content and sales experiences.
1 Source: “Customer-Centered Messaging Helps Boost B2B Revenues By Motivating Buyer Action,” Forrester Research, Inc., October 24, 2019
2 Source: “Solid Content — Not Choice Of Tactics — Creates A Successful B2B Marketing Mix,” Forrester Research, Inc., March 3, 2016
3 Source: “Credible, Empathetic Content Wins Over Elusive B2B Buyers,” Forrester Research, Inc., December 7, 2018
Thank you and next steps
Thank you for taking the time to engage with this Digital Marketing Assessment.
To discuss your results in more detail, please reach out to your Google sales team.
Methodology, Disclaimers and Disclosures
Methodology, Disclaimers and Disclosures
Methodology
Methodology
To develop this tool, Forrester conducted surveys of two audiences to evaluate digital marketing tactics and B2B buying preferences. The first audience included 529 US-based marketing and advertising professionals who work in firms that sell highly considered industrial or enterprise software products. Respondents were decision makers who were knowledgeable about digital marketing, marketing measurement, lead generation, lead nurture, and/or marketing-to-sales handoffs. Questions provided to the participants asked about their organizations’ digital maturity, steps taken to improve their digital marketing and advertising, and return on those investments.
Based on data from these surveys, Forrester constructed a financial model to estimate the relative impact of 15 key digital investments. Forrester constructed this assessment based on the model in the associated study commissioned by Google. Note: This model does not include cost calculations for the 15 key digital tactics studied. Marketers should consider the relative cost of the different tactics before investing further.
Disclaimer
This interactive tool is commissioned by Google and delivered by the Forrester Consulting group. Google reviewed and provided feedback to Forrester, but Forrester maintains editorial control over the assessment and underlying model and did not accept changes that contradict Forrester’s findings or obscure the meaning of the calculations. Google is not permitted to change the calculations or equations. Forrester believes that this analysis is representative of what companies may achieve based on the inputs provided and any assumptions made.
Although great care has been taken to ensure the accuracy and completeness of this model, Google and Forrester Research are unable to accept any legal responsibility for any actions taken on the basis of the information contained herein. The tool is provided ‘AS IS,’ and Forrester and Google make no warranties of any kind.
Disclosures
This interactive tool is commissioned by Google and delivered by Forrester Consulting.