Examines key digital marketing best practices for advanced manufacturing companies looking to streamline and prioritize their efforts.

1. 7 PILLARS OF
DIGITAL MARKETING
SUCCESS

2. Overview
“
By the time a B2B purchaser actually engages with a company
or with a sales rep from that company, they’re 57% of the way
through their decision process.” —Google
Digital ad spending will increase 13% to $118 billion globally this year,
accounting for 23% of all ad spending. Next year, digital’s share of ad
spend is expected to reach nearly a full quarter, 24%. As spending
increases, it is now more important then ever for B2B marketers to
take advantage of digital marketing opportunities.
B2B marketers want to take advantage of the new digital tools
tools available; however, they are having challenges navigating the
complex landscape.
This eBook will give B2B marketers a framework for evaluating
digital marketing opportunities and help marketers prioritize their
time and resources.

3. Table of Contents
7 PILLARS OF DIGITAL MARKETING SUCCESS:
Know Your Keywords
Continuous Quality Content
Perceived Value > Perceived Cost
Cross Channel Experience
Personalization
Referral
Get Out of the Building

4. KNOW YOUR KEYWORDS
It all starts with keyword research.
Keywords: The words and
phrases typed into a search
box on a search engine, such as
Google, to find websites matching
the criterion.
Search engines crawl the web and
categorize websites by keyword.
They then serve up relevant
websites based on user’s
search queries.

5. Keyword Research
“
In all cases of content, you have to think about
your audience. Keyword research can help you to
understand your customer better, to understand
what they are looking for, and to create content to meet
that need. If you take a traditional marketing stance
that you know best what your customer wants, you will
miss the mark, your customer, and search engine result
opportunities.” —Forbes
Google alone fields
over 100 billion
(YES BILLION) search
queries per month.
»» Depending on where customers are in the buying cycle, they might use different
kinds of search terms to find your product. For example, someone in the research
stage might search using generic terms. As people become more familiar with available products and
move toward the conversion stage, they might start searching for specific brand names. Returning
customers also might use favorite brand names, rather than generic product terms, as search terms.
Balance your use of generic and branded keywords to capture a wide range of customers and increase
conversion opportunities. (Google)
»» Customer acquisition is costly, natural search is for the most part free. Understanding keywords can
help businesses capitalize on the 100 billion Google searches per month.
»» According to Ascend2 and Research Underwriters, 44% of businesses rate keyword management as
“the most effective SEO tactic”.
“
It’s not always about getting visitors to your site, but about getting the right kind of visitors.
Keyword research is one of the most important, valuable, and high return activities in the search
marketing field. Ranking for the “right” keywords can make or break your website.” —SEO MOZ

6. Continuous Quality Content
Give visitors the information they’re looking for
“
Content marketing is more important than ever. The B2B buying
process has changed, and so has the B2B buyer. Gone are the days
when salespeople actively “sold” to prospects and marketers would
participate in “interruption marketing” — doing their best to get in front of
prospective customers regardless of their level of interest or qualification.”
—Marketo

7. Continuous Quality Content
“
Provide high-quality content on your pages, especially your homepage. This is the single most
important thing to do. If your pages contain useful information, their content will attract many
visitors and entice webmasters to link to your site. In creating a helpful, information-rich site, write
pages that clearly and accurately describe your topic. Think about the words users would type to find
your pages and include those words on your site.” —Google
»» 80% of business decision makers prefer to get company information in a series of articles versus an
advertisement.
»» 9 in 10 organizations market with content.
»» More than 9 in 10 CMOs think custom content has a positive effect on audience attitudes, strengthening
the bond with consumers.
»» 70% of consumers prefer getting to know a company via articles rather than ads.
»» 37% of marketers say blogs are the most valuable content type for marketing.
»» 91% of B2B marketers use content marketing.
»» Per dollar, content marketing produces three times more leads.
»» 329 million people read blogs each month
»» 27 million pieces of content are shared each day
»» B2B companies with blogs generate 67% more leads per month on average than non-blogging firms.
“
Traditional marketing and advertising is telling the world you’re a rock star. Content
Marketing is showing the world that you are one.” —Robert Rose

8. Perceived Value > Perceived Cost
Value Force vs Cost Force
The Customer Perceived value of a product is the difference between
the prospective customer’s evaluation of all the benefits and all the
costs of an offering, in comparison to the perceived alternatives.
Essentially, for anything you ask your customers to do, the value force
has to outweigh the cost force.

9. Perceived Value > Perceived Cost
Value Force
What’s in it for your customer? The value force considers how your customer perceives the benefits of
taking the action.
Why does your product offer more value than any other product your customer can buy? Additionally, are
you clearly and credibly communicating that?
Of course, this goes beyond products. This applies to any “ask” you make to your customers.
For example, a paid search ad. Do you communicate more value than any other paid search ad or organic
result on the page?
Cost Force
Value is relative to the cost inherent in taking the action. When the cost is extremely low, the perceived
value doesn’t have to be that high.
The value can’t be nonexistent. For example, putting “Like us on Facebook” as a call-to-action (CTA) on a
billboard, print ad or menu. The cost isn’t that large – whip out my phone, find you on Facebook, click like.
But, what, if anything, is the perceived value communicated by that call-to-action?
The force of a value proposition can be measured by four essential elements of the offer:
Appeal…How much do I desire this offer?
Exclusivity…Where else can I get this offer?
Credibility…Can I trust your claims?
Clarity…What are you actually offering?

10. Cross Channel Experience
Optimize the Cross-Channel Experience
77% of marketing professionals agree with
the statement
“
We will drive more sales and profit by
evolving into an effective multichannel
marketing company.” —Forrester

11. Perceived Value > Perceived Cost
“
Multichannel marketing is important for the simple reason that you must be where your
customers are. And they are everywhere. If you need another reason, consider this: multichannel
customers spend three to four times more than single-channel customers do.“ —SAS
»» Continuity: Ensure each step in the conversion process either states or supports the Value Proposition.
»» Congruence: Ensure every element of your page either states or supports the Value Proposition.
»» Make each Touchpoint additive to a greater happy experience.
»» The key is to build enough forward momentum from the previous series of micro- yesses so the
prospect will “roll on” through any potential “chokepoints.”
“
Touch points share the customer experience along a journey. Customer journeys are characterized
by a series of touch points. These are all times when a customer encounters your brand, product
or service.” —Forrester
Business Value in Managing the Customer Experience Effectively:
»» Strengthen brand presence through differentiated experiences
»» Boost Revenue with incremental sales from existing customers and new sales from word of mouth
»» Improve customer loyalty (and create advocates) through valued and memorable customer interactions
»» Lower costs by reducing churn
According to Harvard Business Review, companies can boost profits anywhere from 25% to 125% by
retaining merely 5% more of their existing customers.

12. Personalization
Big Data Requires Personalization
“
Consumers are demanding more
personalized relationships with their
favorite brands, so as marketers we must
provide our customers with the most relevant
content at the right moment throughout the
customer journey,” said Alexandra Braunstein, Senior Marketing
Manager at XO Group Inc.

13. Personalization
In exchange for personal information, purchase history, and the countless other datapoints
driving the big data trend, customers expect timely, relevant, and valuable marketing, not
just the broadcasted campaigns of the past.
In order to succeed in today’s crowded marketplace, marketers need to personalize their
marketing and web experiences for their customers and sales prospects alike. However,
according to a new study from Econsultancy, many marketers are struggling to implement
personalization in their digital marketing efforts.
»» Over 90% of surveyed marketers stated that personalization is ‘critical to current and
future success’
»» 52% of marketers say the ability to target and personalize content is fundamental to
their online strategy
»» 61% of consumers feel more positive about a brand when marketing messages are
personalized
»» 53% are more likely to purchase when a brand personalizes digital communications
»» Brands that allow consumers to share their preferences around when and how to be
contacted are more trusted than those who do not. Of this group, 66% are more inclined
to purchase from brands that enable them to share their preferences.

14. Referral
According to research by
Nielsen, 92% of people trust
recommendations from friends
and family more than all other
forms of marketing.
©David // Armano Darmano.typepad.com

15. Referral
500,000,000,000 the number of brand impressions each year generated by word of mouth
marketing, according to Forrester Research.
»» 85% of fans of brands on Facebook recommend brands to others. (Syncapse)
»» 43% of consumers are more likely to buy a new product when learning about it on social media. (Nielsen)
»» 77% of consumers are more likely to buy a new product when learning about it from friends or family.
(Nielsen)
»» 81% of U.S. online consumers’ purchase decisions are influenced by their friends’ social media posts
versus 78% who are influenced by the posts of the brands they follow on social media. (Market Force)
»» 79% of U.S. consumers who’ve “Liked” a brand on Facebook did so in order to receive discounts or
other incentives. (Market Force)
»» 49% of U.S. consumers say friends and family are their top sources of brand awareness, up from 43% in
2009. (Jack Morton)
Net Promoter is a management tool used to
gauge loyalty of a firm’s customer relationships.
It serves as an alternative to traditional
customer satisfaction research.
Nevertheless, even in the face of empirical evidence
proving the effectiveness of word of mouth marketing,
72% of marketers still don’t recognize and leverage the
value of customer referrals.
Fence
Sitters
Detractors
0
1
2
3
4
5
6
7
8
Promoters
9
Net promoter score = % promoters - % detractors*
10

16. Get Out of the Building
Meet Your Customers and Prospects
“
There are no facts inside the building
so get outside.” —Steve Blank
Refinement
Exploration
Best solution
is missed
Refine
from here
Many alternate
solutions explored

17. Get Out of the Building
Steve Blank, who developed the customer development methodology and launched the lean startup
movement, notes that industry conferences and trade shows are invaluable and essential.
“
Never say, I’m too busy to attend. Attend at least two key conference or trade shows.
Conferences and trade shows are the prime areas for both talent-and trend-spotting. Get
demos of competitive and adjacent products. Get your hand on the products themselves, get
competitors’ literature, talk to their sales people. Attend as many conference sessions as possible.”
A Company Must Be Market Driven
»» 48% of event attendees say face-to-face interactions are more valuable today than two years ago
»» 99% of exhibitors find unique value delivered by B2B exhibitions which is not provided by other
marketing channels
»» 76% say their event and experiential marketing initiatives are integrated with their other marketing
campaigns
»» On average, over 50% of trade show attendees are there for the first time. Since new players in the
industry emerge each year, an exposition is an ideal place to meet these people.
»» 67% of B2B marketers rate trade shows as the most effective content marketing tactic
In a recent Harvard Business Review subscriber global survey:
»» 79% stated trade shows meetings are the most effective way to meet new clients to sell business
»» 89% stated trade shows meetings are essential for ‘sealing the deal’.
»» 95% stated trade shows meetings are a key factor in successfully building and maintaining long-term
relationships.
“
There will always, one can assume, be need for some selling. But the aim of marketing is to make
selling superfluous. The aim of marketing is to know and understand the customer so well that the
product or service fits him and sells itself.” —PeterDrucker

18. Products to Help Create Meaningful Marketing
with Measurable Results
+
+
+
+
+
+
+
Tradeshows/Live Events
Conferences
Online Supplier Directories
Keyword Sponsorship Model
White Papers
Webcasts
Content Marketing

19. Trade Shows
UBM Canon is the leading B2B event producer, publisher, and digital media company for
the world’s $3 trillion advanced, technology-based manufacturing industry.
We produce more than 50 events and conferences in a dozen countries, connecting
manufacturing professionals from around the globe. Our extensive manufacturing events
portfolio covers medical design and manufacturing, packaging, assembly and automation
technology, design engineering, process technology, plastics processing, quality assurance,
and electronics for a wide array of industries.
Why Exhibit?
»» Co-Located Format Offers More Opportunities—UBM Canon’s signature co-located event model
offers more business opportunities for exhibitors. With an expanded crossover audience of prospective
customers and decision makers under one roof, the diverse and industry-relevant customer base
provides your company increased visibility and access to more quality leads. Attendees are most
interested in discovering new products, services, and technologies, as well as ideas and inspiration.
Networking and education also rank high on objectives, and tailored onsite programs meet these faceto-face needs.
»» Enhanced Attendee Marketing & Engagement—Extensive outreach and advertising to the customers
you want to meet plus new event show floor activities to enrich their experience.
»» New Conference, Seminar, and Show Floor Programs & Presentations—for all industries offering a
variety of options and topics to fit individual educational needs and schedules.
»» Unparalleled Digital & Print Media Partnerships
Decision makers from 14,473 unique company facilities conducted 160,567 project development meetings
with 2,105 exhibiting companies during the 2013 co-located event in Anaheim.

20. Conference Programs
UBM Canon Conferences deliver decision makers from your target markets who have
immediate buying needs and requirements.
We invest months of research with key industry executives to uncover their most pressing
needs, and our carefully curate programs to deliver the most relevant solutions to the
industry’s needs, helping us achieve high level, quality turnout at our events.
Why Sponsor a Conference?
»» Gain exclusive access to an engaged, pre-selected senior level audience of potential clients
»» Align your brand with thought leadership content elevating your position above those of your
competitors
»» Complement other elements of your marketing plans such as advertising, direct mail, and exhibitions by
bringing your solutions to the forefront of the industry through your company’s expertise
»» Reinforce brand messages through one-to-one meetings enabling you to emphasize the USP’s of your
business
»» Benefit from broad brand exposure through extensive marketing reach as well as on-site, face-to-face
networking with senior decision makers

21. Online Supplier Directories
Did you Know?
»» 89% of OEMs utilize Supplier Directories to stay informed about their industry
»» 56% of OEMs use Online Supplier Directories monthly
»» 54% of OEMs use Online Supplier Directories to identify new suppliers
Easily measure your online marketing ROI.
Online Supplier Directories give suppliers the opportunity to get in front of customers who
are in the sourcing process. They also allow companies to measure the effectiveness of
their online supplier profile and provide access to lead-driving and sales-generating tools.
Online Supplier Directories give companies the ability to include
important content buyers and manufacturers search for, including:
»» Product Information
»» Photos
»» White Papers
»» Videos
»» Certifications
»» Company Description
»» Case Studies
»» Social Media Links

22. Keyword Sponsorship Model
Hyper-Target Your Ad to Reach Your Target Audience
UBM Canon offers a unique opportunity in this industry for advertisers to place their
targeted, custom ads on content pages relevant to their specific product or service.
Your ad’s message and creative should be tailored to match the content. This concept
of keyword ads creates topic-specific connections between industry professionals,
the targeted content they’re interested in, and specific products and services related
to that content offered by the advertiser. There’s no better way to connect with your
target audience.
What are Keywords Ads?
Contextual ads on relevant content pages
delivering users to a highly targeted
advertiser page.
Customize your message to catch your
audience’s attention and create
meaningful connections.

23. White Paper Programs
White Paper Programs
White Paper Programs aid professionals in research and product development providing
highly qualified lead generation. Readers interested in downloading white papers are
required to register and provide contact information in order to download.
White Paper Programs provide a targeted lead generation opportunity while providing
valuable information to potential customers researching and making purchasing decisions.
Reach the right contacts today with a white paper program from UBM Canon
Marketing Services.
White Papers provide:
»» Quality content and education on your solutions answering
the problems and project needs of readers
»» Information in a non-sales format assists the reader in
making informed decisions on
products and services
»» An opportunity for you to share quality content with a
targeted audience and generate
highly qualified leads
Get a White Paper Tips Sheet

24. Webcast Programs
Webcasts are seen across the industry as an easy to use thought-leadership and
lead generating platform.
Webcasts:
»» Set you apart as a thought-leader or industry expert
»» Help drive qualified sales leads into the funnel
»» Increase current and future customer-base around your product/
service offering
»» Accelerate product adoption
The people who register to view your webcast have already
expressed a proven interest in both your webcast’s subject matter
and your company. Webcasts work because they offer a focused,
topic-specific presentation with meaningful content, images, and
other graphical elements that bring your presentation to life.
Webcasts can convert readers into leads by inspiring them to take
action and learn more.
With a UBM Canon webcast, you can introduce, educate, and
place your products and services in front of an active and qualified
audience interested in your topic and generate leads from attendees.
Why On-Demand
Webinars Work
We offer a range of packages to fit your budget and strategic goals including live/semi-live,
on‑demand, and editorial webcasts.

25. Content Marketing
Content Marketing Program
The UBM Canon Content Marketing Program addresses a growing need among B2B
marketers to generate ongoing, consistent and compelling content at a technical level,
attracting target customers and generating contacts and leads.
The Challenge: Generating leads by getting found online, and staying front of mind with
existing clients
The Solution: Create compelling content on a regular basis—through blogging
The Content Marketing Program serves as an extension of your marketing team by
delivering high quality content written specifically for your company.
You can rely on regularly generated, unique content, delivered to you on a monthly basis
to maintain your blog and create content for your site.
10 Tips, Tricks, and Ideas for Content Marketing
Custom eNewsletters and Admails enable you to:
»» Target leading industry decision-makers by sponsoring custom e-newsletters and admails
»» Announce your latest products, services, and events where you will be exhibiting
»» Drive website traffic
»» Build brand awareness

26. ubmcanon.com
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